Seeing Red: Recap of USC Annenberg M{2e}'s Youtube-in-Residence


Annenberg was seeing red last week--YouTube Red, that is. Throughout the week, USC Annenberg's Media, Economics & Entrepreneurship (M{2e}) program, which provides insight and conducts discussion about evolving business models for communication and journalism, hosted sessions centering around one of the largest media platforms and second-largest search engine in the world, YouTube.


The series kicked off last Monday with a workshop on designing, shooting and editing 360-degree video, reflecting the company's push for more virtual reality capabilities. Participants in the workshop used Google Cardboard, and the workshop was hosted by Tom Small, who currently works at Google and experiments with, shoots and teaches Virtual Reality for Youtube's Creator Lab.


On Tuesday, students with an M{2e} minor had the opportunity to have coffee with creators and executives from YouTube and Awesomeness T.V. Right after the reception was a panel on the business and marketing of Youtubers in the lobby of Wallis Annenberg Hall. The panel included Lance Podwell, Global Head of YouTube Spaces (studios open to a number of creators for filming and for lessons on expanding the creator's brand). Timothy Shey was another panelists, and he is the head of Scripted Originals at YouTube, which is the new shows available from creators like Pewdiepie and Lily Singh. Collette Patnaude, Talent Manager at an affiliate of AwesomenessTV, was also there as well as creators Philip Wang and Wesley Chan of popular Youtube channel Wong Fu Productions was there.


Parts of the conversation reflected on how Youtube is changing what it means to be a celebrity, with Wang remarking that's incredible the kids from "Fresh Off The Boat" want to be Youtubers when they're already acting on a TV show. Panelists disclaimed that YouTube Red would take away content, but rather worked to bring more creative support to creators.


Wednesday, the focus shifted to the way kids are driving content on YouTube, from kids watching videos made especially for them, to kids even creating content. Discussion was led by Christopher D'Angelo, Head of YouTube Spaces America. Later that evening Liam Collins, Head of YouTube Space LA, and Pete Vlastelica, Executive Vice President of Digital for FOX Sports, headed an event about @Buzzer, Fox's made-for-YouTube news show.


Thursday afternoon saw the keynote address of YouTube-in-Residence: Podwell's thoughts on how digital video, especially those on YouTube, will "win the decade." Podwell believed that videos will become even more popular in the years to come because of increased accessibility of web video, diversity of content, added importance for musicians and artists and potential for immersive experiences through video.


The day ended with a talk by Valerie Streit, Senior Creative Insights Manager at YouTube/Google, regarding how web video is changing the future of broadcast news. Streit noted that in order to be a successful newsperson on YouTube creators need to consider things such as distribution, target audience and engagement with audience. Attendees of the talk, mostly comprised of journalism students, were then split into groups and tasked with solving various problems such as creating a news platform, sketching out the interface of a new media platform and app and even shooting video.


The last segment of YouTube-in-Residence will occur Friday with the Young Turks shooting a segment live from the Julie Chen/Leslie Moonves and CBS Media Center in Wallis Annenberg Hall.



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