Diving Into the Media Abyss

I've been living a double life.

I work in "traditional" media, producing documentaries, promotional, informational and educational videos.  I've done okay, received some recognition (including three Emmy Awards), and seem to be emerging through the economic downturn.

Over the last couple of years, however, I've made a concerted effort to shift my efforts, my career - and my future, toward digital media.

Digital Media.

What does that mean, anyway?

For many, it simply indicates another platform to push traditional media out to audiences that are increasingly moving away from the traditional television model: movies or television shows ported to other platforms, from Netflix to YouTube, Hulu, and a hundred other variations.

That's part of it, of course.  

For others, Digital Media means the creation of web series - often, this reflects the interpretation of traditional media for the new environment (for example, informational, documentary, news, drama or comedy series) in a shorter, online friendly length.

While Traditional media producers recognize the advantage of encouraging audiences to interact about traditional media programming, there's little understanding of the value of interacting with an audience.

The old buzz-word "interactivity" has risen to an art form on YouTube, where content creators - those who maintain their YouTube channels and post videos on a regular basis - understand that the greatest tools to building and maintaining an audience is interacting and responding to their audience.   They reply to commenters on their videos, comment on other people's videos, ask their viewers for feedback and opinions, and create ongoing opportunities beyond their YouTube base to further engage their followers.  They're all about promotion and development through interaction.   Anti-social artists need not apply.

Can Old and New Media Work Together?

Over the last several years, I've made a concerted effort to understand the relationship between traditional and emerging media platforms.  This year, those efforts are beginning to coalesce into concrete action.

Since April, I've traveled to three media-related conferences:

Vidcon, attended by YouTube content creators, was held in July at the Anaheim Convention Center.  It featured an array of informational seminars, screenings, entertainment and an exhibition hall featuring services catering to the YouTube content creator (fan outreach, monetizing opportunities, games and autograph sessions with top YouTubers).  Missing: production equipment vendors offering the very production and software products these new content creators constantly seek.

The National Association of Broadcasters show- a conference featuring the largest exhibition of professional broadcast technology in the world - clearly provided a peek in to the dawning of high quality, cheaper and simpler to use product.  The GoPro booth was likely one of the most popular and enthusiastic destinations in the sprawling complex. Though GoPro is a specialized product, it's real a harbinger of much more to come across the industry.

Last week, I attended WestDoc, a conference of professional documentary filmmakers, producers, networks and funders.  

I hadn't been to WestDoc before - but as I move closer to some major new initiatives in my career, the time was right to return to the heart of what I've been doing my entire professional life, and begin the process of bringing these old and new elements together.

The slogan for this year's Westdoc was An Industry is Being Reborn, reflecting a recognition that the world of nonfiction media production and distribution is inexorably changing.   NAB, too, reflected this awareness at it's April conference with it's own theme,  The Great Content Shift.  VidCon, however, emerging from the very world the rest of the media world is trying to understand, didn't need such to signal it's attendees that the world is changing - they know.

WestDoc featured an array of seminars and informational sessions featuring many of the networks interested in documentary and reality content (History Channel, Food Channel, Lifetime and Discovery Channel, to name a few). Even YouTube was there, reflecting the site's current interest in developing and producing professional channel content.

Current trends were explored as well, including crowd-funding, Online Retailers for video content (such as Amazon.com, on which I've made my documentary "Bollywood Steps" available), and a day-long "PitchFest," providing documentarians and reality TV creators a high-profile platform to push their concepts out to potential funders and networks.

With an industry being "reborn," and "content shifting" online, I've been intrigued by the great abyss that still exists between traditional media professionals - who perceive YouTube and similar sites as simple platforms for traditional, one-sided non-interactive content - and the pioneer content creators who make up for their occasional lack of professional production skills with innovative audience engagement strategies.

Many media professionals perceive online content creators as rank amateurs.  Online Content Creators, on the other hand, don't often see themselves as filmmakers, though they follow in the footsteps of the motion picture pioneers of the late 19th Century, who sought to find strategies for making the most of the new technology.

Traditional media producers are, generally speaking, experts in storytelling and creating production value, while Intimate Audience Engagement is largely the domain of the modern content creator.

Imagine a meeting of the minds, bringing together these disparate worlds to learn from each other, and making both worlds stronger, engaging wider audiences - and creating a more financially sustainable industry for all concerned.

In my next blog, I'll explore how I'm approaching my upcoming work with a eye toward both worlds.  

You can follow me on Twitter @rickflix

The Vlogger Interviews: AdamUPNow

About This Interview
Adam, a Los Angeles-area resident, discovered vlogging through major YouTube personality iJustine.  After a while, he decided that he wanted to try it out, too, and has been working on his own channel, AdamUpNow and its associated channels.  His content features gaming, comedy, skits, music videos and collaborations.  He's a friend of former Vlogger Interview subject, Andy8b.  He's also attended the last two Vidcon YouTube conferences in Los Angeles and Anaheim, and calls the latest event "a life changing experience."

The Missing Link: Final Thoughts on Vidcon 2012

Recently, I attended Vidcon, a conference of YouTubers held this year at the Anaheim Convention Center.   This was the third annual conference, growing from a total registration of just 1,400 in 2010, to advance registration of 7,200 this year.  In 2010, the main events were held in a ballroom at the Century Plaza Hotel.  This year, they were held in a sports arena.  There's no greater indication of the explosive growth of the personal online video world than this singular event, which brings together vloggers of all ages, along with their fans.

Vidcon wasn't perfect. This is, after all, a young industry - still testing its influence and developing pathways to success.  YouTube (and its smaller cousins) are both artistic and entrepreneurial playgrounds.

Just as important is the sense of community - something that's completely missed by most casual visitors to YouTube.  Friendships and collaborations are the heart and soul of this world.  I'm still somewhat fascinated with the reality that so many have no idea of this world.  Even new YouTubers express surprise at the extent of "Community."

Vidcon is both a community and professional development event, but was a bit surprising in the obvious lack of interest from vendors of professional video equipment - camera, lighting, softeware vendors, and more whose presence would have both benefited YouTubers wanting to "up their game" and the vendors themselves.  The reasons why these vendors are missing may be twofold - they don't know the huge potential of serving this audience, and/or the community (and perhaps the Vidcon sales people) need to do a better job of outreach to these vendors.  I'd like to see a "tech alley" in the vendor area, providing a one-stop-shop where YouTubers can learn, enhance and improve the technical quality of their videos.

In summary, my top ten observations about Vidcon:

1. The growth of online video is dramatic; attendance at the 2010 Vidcon was 1400, attendance at this year's Vidcon is estimated at 7,200 - this year, keynotes were held in an arena
2. This is still very much a YouTube world - source of over 50% of all online video viewed
3. Optimism and excitement is palpable
4. Like any entertainment industry, dreams and expectations are huge
5. There's a great deal of imitation and hero worship amongst many YouTubers
6. The most successful YouTubers are Entreprenuers - not only creating product, but promoting, collaborating, strategizing and finding branding partnerships.
7. This is not a geographically centered industry; YouTubers of all levels come from all corners Of the world
8. There is still a struggle to define just what "this" is; online video is a tool of communication as well as entertainment - sometimes, simultaneously
9. The vending area, with just a few exception, shows how little the "professional" production industry (I.e. rental and sales video equipment companies) value this world - no camera vendor, for example, was in attendance.
10. This will rival comic-con within a few years - with one important exception. This is primarily a gathering of creators, other than simple fans ( though there are plent of those as well

Check out my Vlog on this subject:

Vidcon Thoughts: Today's Cutting Edge is Tomorrow's Stone Age

I'm mid-way through the first day of Vidcon, the YouTube content creator's conference being held this year at the Century Plaza Hotel in Los Angeles.  This second annual event is an opportunity for content creators of all types share experiences and gain a sense of how to succeed in this rapidly changing field.  At six years old, YouTube, and the online video world, is still fairly new - but the evolution of the content and the audience has been huge.  The challenge content creators face is staying ahead of the curve  - when the curve is constantly changing.

Jim Louderback, CEO of Revision3, an Internet Television network that creates, produces and distributes web television, presented his views on where television has been - and where it's going.  Revision3, like the media conglomerates,bundles a variety of niche programming under their umbrella, building a central brand identity and standard to help build audiences for the individual video products, and the overall Revision3 brand.

The questions relating to building an audience are on everyone's mind here.  As some of my friends here have pointed out, those are tricky questions.  While some successful YouTube personalities offer advice based on their experience - the rapid growth of YouTube has changed the nature of how producers go about marketing their channels. What worked in 2007 may be completely unrealistic in 2011 - the media world has changed that much.  The best that Vidcon attendees (and YouTubers in general) can do it absorb as many of those stores as possible, learn and brainstorm with their fellow YouTubers, and try to understand and design a catered approach for their specific audience.

But that's the challenge- and the excitement - of creating in the YouTube community.  At six years old, this is still brand-new.  Every channel - every brand - is unique.  Every pathway to success is new.  What's possible today in promoting with social media wasn't even possible when YouTube began.  Stats weren't available to the extent they are today.   The channel-building strategies shared at Vidcon three years from now will be so far removed from today's stories, this will seem like the stone age.

I'd Like to Thank the Academy - My 1-Year Vlogaversary on YouTube

Today is my one-year anniversary as a YouTube vlogger.  I was also just named a "Watch-Worthy YouTuber" by a YouTube partner down in Alabama by the name of BillyCTV.  I consider that a nice little anniversary present.  Another YouTuber by the name of TheCreaiveJournal just reviewed my documentary, "Bollywood Steps." in his vlog.  I'm curious what the next year will bring.

At this moment, I have created 98 videos and have 154 subscribers.  I've gone from creating videos every couple of days, to once a week or so.  In the last few weeks, I've picked up the pace again, and I think I'm finding my comfort level with the types of videos I generally create.

My most frequent video has been a straight vlogging style, though I have created a number of documentary style vids, and some attempts at comedy, as well - as time permits.

I've had great interaction with a number of my subscribers, and have learned a great deal not only about vlogging, but about YouTube culture as well.  I respect the can-do filmmaking spirit - though I suspect most YouTubers don't consider themselves filmmakers.

I've also found that many people in my business (i.e. the traditional media) still don't get or respect the activity and creativity that's emerging on YouTube - and, by association, look askance at my involvement in this world.

Last year, I attended Vidcon, the yearly conference of YouTube content creators; I plan to attend again this year.  I remain fascinated with the gulf in understanding between the traditional media world and the social media world, and I remain convinced that the self-motivated vloggers on YouTube are pioneers in the development of a third platform beyond television and motion pictures.  I still would like to provide an avenue to help advance understanding between old and new media.

My reasons for doing this are still evolving, though I strive to balance my curiosity as an entrepreneur and a pure means of creative expression.

I'll continue this soon with thoughts on the future.

Looking Ahead - A Few Initial Thoughts

Okay, so the holidays are over and the real work begins!

It seems that change is in the air, both in my own life, and the lives of many of my friends.  Numerous people are changing their work situations, re-calibrating their lives, and generally moving ahead again.  As devastating at the economic downturn has been, either people are tired of living in fear, or, just perhaps, things are starting to improve a bit.  I suppose that time will tell.  Regardless, I expect this to be an interesting year.

Currently, of course, one of my current activities is launching my documentary, "Bollywood Steps" into the world.  Available since December 15th, I haven't yet begun to promote the film, and its availability for purchase.  It's a great challenge - and I'm looking forward to seeing how far I can carry this.

My producing work (my freelance work) has started to pick up again, and other opportunities are beginning to develop.  I'm also looking forward to seeking out part-time university-level teaching opportunities in filmmaking/documentary filmmaking/editing.  I love teaching, but I really haven't had the opportunity in the last couple of years.

Finally, I made the commitment to attend VidCon again, the July gathering of online video/YouTube content creators at the Century Plaza Hotel in Beverly Hills.  I'm fascinated with the spirit of creativity online, and the success of so many of these young (and some old) filmmakers (they certainly don't see themselves in that light), that are creating a new form of expression.  At the same time, I'm not a big fan of the spectacle of  stardom - or really any celebrity culture - but I'd also say that most of the people that I've had the opportunity to meet are pretty well grounded.  I suppose it's a very clear reminder that YouTube stardom is limited when the same person who's mobbed inside the Century Plaza is all but ignored across the street at the Century Plaza mall...I look forward to sharing my observations as I continue my social media expedition!

Building Community Online - Where's the Town Square?

I've been spending the last couple of weeks recharging my batteries, so to speak, in relation to my social media activity.   It's not exactly a creative block - I know, generally what my next several vlogs, audioboos, and blogs might be about - but I'm also after a more productive use of these resources.  

Productive, in my case, extends to both the practical (how can this help me really) to my more community-based interests.

The concept of community online is a bit difficult to grasp - especially as technologies change, new sites develop, and new concepts emerge.  In the real world, a group of communities form a city or, at least, common geographic area with common interests.   In the YouTube world, there are countless communities based on individuals (or more generally speaking, channels) - but few opportunities for the larger YT community to "gather" to explore common interests (to "grow" the overall community, for example).  

There have been and continue to be attempts - websites and attempts at limited community governance - to bring this world together for the "common good."  The "Common Good," of course, may be as hard to define as "common sense."  Still, I think there's a great opportunity in certain areas to act in concert to achieve individual goals, while at the same time preserving and expanding the vibrant individual communities each YouTuber builds.

One of my hopes for Vidcon was/is that it can offer the opportunity to create unified efforts to help build the community - an effort, perhaps, not based on the corporate YouTube structure, but on the establishment of vlogging as a platform (living largely on YT, but ultimately not limited to that world).  Combine Vidcon with BillTVMacon's online NoCon concept, and the result might be the beginning of a central community "town square."

Vidcon: So, What Does It All Mean?

I could go on for days and weeks about the atmosphere at Vidcon, the YouTube conference that just concluded here in Los Angeles - but I was just considering the lasting impressions left from the experience.

After spending three days immersed in YouTube culture, I'm more convinced than ever that this is really the beginning of a widespread revolution in human interaction.  As huge as YouTube has become, it's true power as a community still remains largely unknown beyond those of us who have chosen to be content creators. The YT world is empowering on so many different levels, it's almost overwhelming.

The difficulty that many people still have with social media, and social networking in general, is understanding how to use it effectively.  I know many people that realize that they should be involved in social media, but don't quite understand yet what that means or entails.  Complicating the matter is the fact that the rules are being invented daily.  Social media and social networking are strategies, not destinations, so they require a customized approaching depending on who you are and your goals and ambitions.

Vidcon consisted of 1,400 people, each building their own personal brand - each brand as unique as each individual.  Some are singers or musicians - others have tech shows, and still others are comedians.  There are some developed strategies in building a following on YouTube, but professional strategies - how to make money on YT - are still being developed.   The most successful YT partners are making a good living - but many other YouTubers are finding ways to put the platform to work to achieve their individual goals.  It's the ultimate in niche marketing - figure out what your brand is, and how to get the word out to the YouTube population, and you will find your specific audience.  If you're really lucky, you'll engage your audience and find ways of sustaining their interest. To some, that extends only to t-shirts and CD's, but also includes books, professional services, and consulting.  As the old cliche goes, the possibilities are limited only by your imagination.

Having said all that - this is a world at the dawn of its creation.  To really be effective in this world, I think, content creators also need to help "spread the word" about the possibilities of social media.  After seeing the sea of talent (of all types and ages) at Vidcon, I'm convinced that the YouTube/social media environment (YouTube won't always be the only game in town) could be the most exciting entrepreneurial opportunity in generations.

It's not there yet, but  one way or another, it will be.

(and yes, I'm still on my Vidcon high.  Is it that obvious?)

There's NoCon Without Vidcon

BillTVMacon, a vlogger and former radio personality, will be leading NoCon2010, a YouTube channel for those who aren't attending the VidCon YouTube conference.  It's a simple online community gathering/discussion that will address one focus question each day: on Friday, the topic will be "how to get noticed;" on Saturday, production will be discussed, and on Sunday, the future and direction of YT will be debated.  It's a simple idea, and being a wide-open forum, I'm sure it will take some unusual directions - but I really do like the concept, especially for non-YT vets.  I'd be all over it, if I wasn't a YesCon guy....

I'm Going to Vidcon

[The Vlog on this subject:  http://www.youtube.com/watch?v=J6ZpaAhy81s]

Right now, I know that some of my vlogging mentors are slapping their palms to their foreheads!  Vidcon?  Are you kidding?

Many argue, with some validation, that YouTube gatherings should be organic affairs, and that there certainly shouldn't be hefty admission fees associated attendance at these events.  While I agree that most gatherings of YouTubers and YouTube enthusiasts should be as open as possible, I look at this specific as an opportunity to gain a sense of both the YT community, and the approach the entertainment industry at large is taking with the YT phenomena.

This is a world that is being defined by independent creators from young children to the elderly; it's a form that is being invented every day.  It's also a form, I believe, that offers great opportunity.   What does opportunity mean on YT and in social media at large?   For most, social media and YouTube is simply and purely a means for self expression.   To some seeking more tangible "success" on YouTube, the prospect of a YouTube partnership (a profit sharing arrangement offered to successful YouTubers) looms large; to others, it's a means to drive other ventures: selling or promoting music or a musician (so many have already heard the instant legend:  Justin Bieber came out of YouTube).  To the media at large, it's seen as a way to drive traditional media - everything from trailers to exclusive video content.  The "Fred" YT phenomena of a couple of years ago led to a movie deal for the teen creator.  For most, social media and YouTube is simply and purely a means for self expression.

My belief, however, is the greatest opportunities for social media lay just over the horizon.  If social media is a platform of self-expression distinct form television and movies, then I believe it will evolve and become something that individuals will produce for in its on right - not as a means to another end.  The kids today that create YouTube videos as a means to develop a career in movies will create tomorrow to build a career in social media.  

I'm going to Vidcon to better understand the direction of the social media community (while clearly recognizing of course, that many others can't be there).

Where do you think social media is going?