Hej. Jeg er Kevin Alloca, jeg er trends manager hos Youtube.
Hi. I'm Kevin Allocca, I'm the trends manager at YouTube,
Jeg ser professionelt YouTube videoer.
and I professionally watch YouTube videos.
Det er sandt. I dag skal vi tale lidt om hvordan videoer bliver virale, og hvorfor det overhovedet er vigtigt. Vi vil alle være stjerner - berømte, sangere, komikere - da jeg var yngre, virkede det meget svært at blive. Men nu har online video gjort at At hver og en, eller hver eneste kreativ ting vi laver kan blive fuldstændig berømte i en del af vores verdens kultur. Hver og en af jer kan bliver berømte på internettet inden lørdag. Men der bliver uploaded over 48 timers video til Youtube hvert minut. Og af det bliver kun en lille procent virale og får tonsvis af seere og bliver et kulturelt omdrejningspunkt. Så hvordan sker det? Tre ting: smagsskabere, deltagende fællesskaber og overraskelse. okay, lad os gå i gang.
It's true. So we're going to talk a little bit today about how videos go viral and then why that even matters. We all want to be stars -- celebrities, singers, comedians -- and when I was younger, that seemed so very, very hard to do. But now Web video has made it so that any of us or any of the creative things that we do can become completely famous in a part of our world's culture. Any one of you could be famous on the Internet by next Saturday. But there are over 48 hours of video uploaded to YouTube every minute. And of that, only a tiny percentage ever goes viral and gets tons of views and becomes a cultural moment. So how does it happen? Three things: tastemakers, communities of participation and unexpectedness. All right, let's go.
(Video) Bear Vasquez: Åh, Gud. Åh, Gud. Åh, Gud! Wooo! Åhhhh, wowww!
(Video) Bear Vasquez: Oh, my God. Oh, my God. Oh, my God! Wooo! Ohhhhh, wowwww!
KA: Sidste år slog Bear Vasquez den her video op, som han havde optaget udenfor hans hjem i Yosemite National Park. I 2010 var den set 23 millioner gange. (Latter) Det her er et diagram over hvordan det så ud da den blev populær sidste sommer. Men hans mål var ikke at lave en viral video, Bear. Han ville bare dele en regnbue Fordi det er hvad du gør når dit navn er Yosemite Mountain Bear. (Latter) Og han har faktisk slået mange videoer af naturen op. Og den her video var faktisk slået op helt tilbage i januar. Og hvad skete der her? Faktisk Jimmy Kimmel. Jimmy Kimmel lavede det her tweet, som over tid ville drive videoen ind i den popularitet som den har fået. Fordi smagsskabere såsom Jimmy Kimmel introducere os til nye og interessante ting, og bringer dem videre til et større publikum.
KA: Last year, Bear Vasquez posted this video that he had shot outside his home in Yosemite National Park. In 2010, it was viewed 23 million times. (Laughter) This is a chart of what it looked like when it first became popular last summer. But he didn't actually set out to make a viral video, Bear. He just wanted to share a rainbow. Because that's what you do when your name is Yosemite Mountain Bear. (Laughter) And he had posted lots of nature videos in fact. And this video had actually been posted all the way back in January. So what happened here? Jimmy Kimmel actually. Jimmy Kimmel posted this tweet that would eventually propel the video to be as popular as it would become. Because tastemakers like Jimmy Kimmel introduce us to new and interesting things and bring them to a larger audience.
(Video) Rebecca Black: ♫ Det er fredag, fredag. Skal feste på fredag. ♫ ♫ Alle ser frem til weekenden, weekenden. ♫ ♫ Fredag, fredag. Fester på en fredag. ♫
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫ ♫ Everybody's looking forward to the weekend, weekend. ♫ ♫ Friday, Friday. Gettin' down on Friday. ♫
KA: Så jeg håber ikke, at I tror ikke, at vi faktisk kunne have den her samtale uden at tale om den her video Rebecca Blacks "Friday" er en af årets mest populære videoer. Den er blevet set næsten 200 millioner gange i år. Det her er diagrammet over hvordan det så ud. Og det ligner "Double Rainbow", det ser ud til at have skudt ud af ingenting.
KA: So you didn't think that we could actually have this conversation without talking about this video I hope. Rebecca Black's "Friday" is one of the most popular videos of the year. It's been seen nearly 200 million times this year. This is a chart of what it looked like. And similar to "Double Rainbow," it seems to have just sprouted up out of nowhere.
Så hvad skete der den dag? Tja, det var fredag, det er sandt. Og hvis du undrer dig over de andre toppe, de er også fredage. (Latter) Men hvad med den her dag, denne bestemte fredag? Tja, Tosh. 0 samlede den op, en hel masse blogs begyndte at skrive om det. Michael J. Nelson fra Mystery Science Theater var en af de første der slog en joke op om videoen på Twitter. Men hvad det er vigtigt er at en enkelt person eller en gruppe af smagsskabere tog stilling og de delte den med et større publikum, speedede processen op.
So what happened on this day? Well it was a Friday, this is true. And if you're wondering about those other spikes, those are also Fridays. (Laughter) But what about this day, this one particular Friday? Well Tosh.0 picked it up, a lot of blogs starting writing about. Michael J. Nelson from Mystery Science Theater was one of the first people to post a joke about the video on Twitter. But what's important is that an individual or a group of tastemakers took a point of view and they shared that with a larger audience, accelerating the process.
Og så tog det her fællesskab form, mennesker som som delte den her store indforståede joke, og de startede med at snakke om det og gøre ting med den. Og nu er der 10.000 parodier af "Friday" på YouTube. Selv i de første syv dage var der en parodi for hver af de andre dage i ugen. (Latter) Ulige envejs-underholdningen i det 20. århundrede, er den her deltagelse i fællesskaber måden hvorpå vi bliver en del af fænomenet, enten ved at sprede det eller at gøre noget nyt med det.
And so then this community formed of people who shared this big inside joke and they started talking about it and doing things with it. And now there are 10,000 parodies of "Friday" on YouTube. Even in the first seven days, there was one parody for every other day of the week. (Laughter) Unlike the one-way entertainment of the 20th century, this community participation is how we become a part of the phenomenon -- either by spreading it or by doing something new with it.
(Musik)
(Music)
Så "Nyan Cat" er en loopet animation med loopet musik Det er det her og kun det her. Den er blevet set næsten 50 millioner gange i år. Og hvis du tænker, det er underligt, så skal I lige vide at der er en tre-timers version af den som er blevet set fire millioner gange. (Latter) Selv katte har set den her video. (Latter) Katte har set andre katte se den her video.
So "Nyan Cat" is a looped animation with looped music. It's this, just like this. It's been viewed nearly 50 million times this year. And if you think that that is weird, you should know that there is a three-hour version of this that's been viewed four million times. (Laughter) Even cats were watching this video. (Laughter) Cats were watching other cats watch this video.
(Latter)
(Laughter)
Hvad det er vigtigt her er den kreativitet det her har inspireret mellem den her techie, nørdede internet kultur. Det var remix. (Latter) Nogen lavede en gammeldags version. (Latter) og så blev den international. (Latter) Et fuldstændig remix fællesskab spirede, som løftede det fra en simpel dum joke til noget, som vi faktisk kan være en del af. Fordi vi nyder det ikke kun, vi deltager.
But what's important here is the creativity that it inspired amongst this techie, geeky Internet culture. There were remixes. (Laughter) Someone made an old timey version. (Laughter) And then it went international. (Laughter) An entire remix community sprouted up that brought it from being just a stupid joke to something that we can all actually be a part of. Because we don't just enjoy now, we participate.
Og hvem ville have forudset noget af det her? Hvem kunne have forudset "Double Rainbow eller Rebecca Black eller "Nyan Cat"? Hvilke manuskripter kunne man have skrevet som ville have forudset det her? I en verden hvor over to dages video bliver uploaded hvert minut, kan kun det fuldstændigt unikke og overraskende stå ud på den måde, som de her ting har. Da en ven fortalte mig at jeg blev nødt til at se den her fantastiske video om en fyr som protesterede mod cykelbøder i New York City, må jeg indrømme at var meget interesseret.
And who could have predicted any of this? Who could have predicted "Double Rainbow" or Rebecca Black or "Nyan Cat?" What scripts could you have written that would have contained this in it? In a world where over two days of video get uploaded every minute, only that which is truly unique and unexpected can stand out in the way that these things have. When a friend of mine told me that I needed to see this great video about a guy protesting bicycle fines in New York City, I admit I wasn't very interested.
(Video) Casey Niestat: Jeg fik en bøde for ikke at cykle på cykelstien, men ofte er det forhindringer, som forhindrer dig i at kunne cykle ordenligt på cykelstien.
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane, but often there are obstructions that keep you from properly riding in the bike lane.
(Latter)
(Laughter)
Ved at være fuldstændig overraskende og morsom, fik Carsey Niestat den her sjove idé og pointe set fem millioner gange. Og denne tilgang gælder for alt nyt kreativt vi laver. Og dette bringer os til det store spørgsmål...
KA: By being totally surprising and humorous, Casey Niestat got his funny idea and point seen five million times. And so this approach holds for anything new that we do creatively. And so it all brings us to one big question ...
(Video) Bear Vasquez: Hvad betyder dette? Ohhhh. (Latter)
(Video) Bear Vasquez: What does this mean? Ohhhh. (Laughter)
KA: Hvad betyder det? Smagsskabere, kreative deltagende fællesskaber, komplet overraskelse, disse er karakteristikker for en ny slags medium og en ny slags kultur hvor alle har adgang og hvor publikummet definerer populariteten. Jeg mener, som tidligere nævnt, en af de største stjerner i verden lige nu, Justin Bieber, begyndte op YouTube. Ingen behøver at give grønt lys til dine ideer. Og vi føler nu et ejerskab i vores egen popkultur. og disse er ikke karakteristikker af et gammelt medium, og de er næsten ikke sande i dagens medier, men de vil definere fremtidens underholdning.
KA: What does it mean? Tastemakers, creative participating communities, complete unexpectedness, these are characteristics of a new kind of media and a new kind of culture where anyone has access and the audience defines the popularity. I mean, as mentioned earlier, one of the biggest stars in the world right now, Justin Bieber, got his start on YouTube. No one has to green-light your idea. And we all now feel some ownership in our own pop culture. And these are not characteristics of old media, and they're barely true of the media of today, but they will define the entertainment of the future.
Tak.
Thank you.
(Bifald)
(Applause)