It's hard to believe that Youtube is not even a decade old. It seems to have been with us from the beginning.
What is more astonishing is that Youtube stars are more popular with teens than even the biggest top down celebrities as this Variety Survey documents. Poor ol Leo sitting in last place.
Now, these are the biggest of the big, but Youtube works in more lateral ways, and in smaller and smaller tribes, who remain vibrant and relevant. But this relevancy is different than what we were conditioned to understand. As Kevin Kelley described in his now famous (and in internet terms, dated) manifesto, "1,000 True Fans", relevancy is really only important to the people who care.
And you don't need too many people to care about what you bring to the table, as long as you're bringing something to that proverbial table in the first place. As Seth Godin would state, something REMARKABLE. Now, remember, remarkable is a shifting phrase. Pewdiepie is not remarkable to baby boomers, but he sure is too millions of teens. And that's the damn point.
So, this gets to my original thought. Back in 2007, while I was going through the ringer of an MFA program at this place, me and my pals (pretty much the whole class of fairly bright kids), all kind of shrugged our collective shoulders about using this new platform to reach out.
In the world of the higher arts, it was prestige less, a self publishing platform for people who couldn't find support in the business. A bunch of self absorbed people talking about non-important things, or terribly produced home videos with nothing to offer.
What a fucking absolutely rubbish thought that was! And that's the difference between leaping fearlessly forward, or sticking to the status quo. You rather jump, watch somebody else jump, or sit on the sidelines watching other people take initiative and change the world.
So, here is a lesson for anybody reading this. Nothing is sacred in the arts or business, and all empires fall sooner or later (much sooner now). So, when an opportunity(really an obligation) presents itself, jump of that cliff and maybe it will work. Maybe it won't. But it's much cooler to be an explorer than a hesitant wimp. And Youtube won't last forever either. In fact, on the internet clock, it's running out of time, while a host of new platforms are springing up left and right. Are you experimenting, or rolling your eyes again? It's a choice.
So, cheers to a great 2015!