Why every creator is making a show

[upbeat music] All right, so let's start last week, New York City, Brandcast.

This is like YouTube's Coachella.

Although YouTube-

I think Coachella is YouTube's Coachella.

Yeah, [laughs] Coachella is YouTube's Coachella.

What I mean is, like, this is a major moment for YouTube, where they bring a bunch of creators on stage, and they make announcements about what's happening on YouTube to a room full of advertisers.

I think one of the most striking images from that time was Neil Mohan in Times Square with, "Welcome to the YouTube era" on the billboard.

Yeah.

So what's important there of why does it say, "Welcome to the YouTube era," if you don't have context, w- what this week is all about in New York City is upfronts.

Upfronts are where TV networks would come forward, and still do to this day, come forward and present their next slate of programming to advertisers to get buy-in from advertisers.

So-

And they often do it with some of their biggest stars from their shows.

Exactly.

Like, if you listen to the Friends cast talk about upfronts back in the day, like, they were the, the big celebrities at upfronts in the '90s.

So they would stand up and talk about the next season of Friends, and then advertisers would go, "You know what? I'm gonna buy a full year of advertising on the network." So historically, YouTube has mostly put forward creators in this moment.

Also talked about different partners they have.

Like, when we did some hosting at Brandcast, the NFL was on stage, right? Roger Goodell came on stage and was like, "Hey, we're doing this big game with YouTube." So it's, like, all about this programming.

They also highlight a lot of the advertisers who've had success in the past.

That was part of-

Right

... what we spoke about the first time we spoke on stage at Brandcast was, "Hey, here are some advertisers, uh, here are some brands, and here are some ad agencies that have done valuable work that's been effective on YouTube."

Mm-hmm.

"So if you are an agency or you are a brand and you're in the audience, this is a good place to advertise."

Over the years, Brandcast has evolved from the messaging to the musical guests.

[upbeat music] All right, so let's start last week, New York City, Brandcast.

This is like YouTube's Coachella.

Although YouTube-

I think Coachella is YouTube's Coachella.

Yeah, [laughs] Coachella is YouTube's Coachella.

What I mean is, like, this is a major moment for YouTube, where they bring a bunch of creators on stage, and they make announcements about what's happening on YouTube to a room full of advertisers.

I think one of the most striking images from that time was Neil Mohan in Times Square with, "Welcome to the YouTube era" on the billboard.

Yeah.

So what's important there of why does it say, "Welcome to the YouTube era," if you don't have context, w- what this week is all about in New York City is upfronts.

Upfronts are where TV networks would come forward, and still do to this day, come forward and present their next slate of programming to advertisers to get buy-in from advertisers.

So-

And they often do it with some of their biggest stars from their shows.

Exactly.

Like, if you listen to the Friends cast talk about upfronts back in the day, like, they were the, the big celebrities at upfronts in the '90s.

So they would stand up and talk about the next season of Friends, and then advertisers would go, "You know what? I'm gonna buy a full year of advertising on the network." So historically, YouTube has mostly put forward creators in this moment.

Also talked about different partners they have.

Like, when we did some hosting at Brandcast, the NFL was on stage, right? Roger Goodell came on stage and was like, "Hey, we're doing this big game with YouTube." So it's, like, all about this programming.

They also highlight a lot of the advertisers who've had success in the past.

That was part of-

Right

... what we spoke about the first time we spoke on stage at Brandcast was, "Hey, here are some advertisers, uh, here are some brands, and here are some ad agencies that have done valuable work that's been effective on YouTube."

Mm-hmm.

"So if you are an agency or you are a brand and you're in the audience, this is a good place to advertise."

Over the years, Brandcast has evolved from the messaging to the musical guests.