Hi. I'm Kevin Allocca, I'm the trends manager at YouTube, and I professionally watch YouTube videos. 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.
Zdravo! Ja sam Kevin Allocca. Menadžer sam za trendove na YouTubeu i profesionalno gledam YouTube snimke. Istina je. Danas ćemo malo govoriti o tome kako snimke postaju 'zarazne', a potom i zašto je to uopće važno. Svi mi želimo biti zvijezde: poznate osobe, pjevači, komičari -- kada sam bio mlad, to se činilo jako, jako teško. No danas, objavljivanjem videa na Internetu, svatko od nas i sve kreativne stvari koje radimo mogu postati vrlo poznate u dijelu svjetske kulture. Svatko od vas bi mogao postati poznat do sljedeće subote. Ali svake se minute na YouTubeu objavi oko 48 sati video snimki. Od toga, samo jedan maleni postotak postane popularan, dobije gomilu pregleda i postane kulturološki trenutak. Kako se to dogodi? Tri stvari: stvaratelji ukusa, zajednice sudjelovanja i neočekivanost. Dobro, idemo pogledati.
(Video) Bear Vasquez: Oh, my God. Oh, my God. Oh, my God! Wooo! Ohhhhh, wowwww!
(Video) Medo Vasquez: O moj Bože! O moj Bože! O moj Bože! Wooo! Ooooooo! Vauuuuuuu!
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.
KA: Prošle godine, “Medo Vaquez” objavio je ovaj video koji je snimio izvan svoje kuće u Nacionalnom parku Yosemite. U 2010. godini pogledan je preko 23 milijuna puta. (Smijeh) Ovo je grafikon koji pokazuje kako je to izgledalo kad je snimka postala popularna prošlog ljeta. Ali on, u stvari, nije stavio ovaj video kako bi bio popularan, Medo. Samo je htio podijeliti dugu. Jer to radite kad se zovete yosemitski planinski medvjed. (Smijeh) Zapravo je objavio mnogo snimaka prirode, a ova je objavljena još u siječnju. Što se, dakle, dogodilo? Jimmy Kimmel zapravo. On je objavio ovaj video na Tweeteru kako bi ga pokrenuo, kako bi postao popularan. Jer nas stvaratelji ukusa kao što je Jimmy Kimmel upoznaju s novim i zanimljivim stvarima i približavaju ih široj publici.
(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. ♫
(Video) Rebecca Black: ♫ Petak je, petak. Uživajmo u petku. ♫ ♫ Svi se vesele vikendu, vikendu. ♫ ♫ Petak, petak. Uživanje u petku. ♫
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.
KA: Nadam se da niste mislili da ovaj razgovor može stvarno proći, a da ne govorimo o ovome videu. "Petak" Rebecce Black jedan je od najpoznatijih videa ove godine. Pogledan je približno 200 milijuna puta. Ovo je grafikon koji prikazuje kako je to izgledalo. Slično “Dvostrukoj dugi”, čini se kako je iznikao niotkuda.
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.
Dakle, što se dogodilo toga dana? Pa, bio je petak, to je istina. Ako se pitate o ovim šiljcima, to su također bili petci. (Smijeh) Ali što je s ovim danom, baš ovim petkom? Tosh.0 ga je izabrao, mnogi su blogovi počeli pisati o tome. Michael J. Nelson iz Mistery Science Theater-a bio je prvi koji je objavio šalu o ovome videu na Twitteru. Ali, ono što je važno jest da jedan individualac ili grupa stvaratelja ukusa zauzme stajalište i onda ga podijele sa širom publikom ubrzavajući proces.
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.
Tako su ove zajednice formirane od ljudi koji su započeli dijeliti tu veliku internu šalu s drugima, a zatim su ti drugi počeli pričati o tome i raditi nove stvari s time. Tako sada imamo 10.000 parodija na “Petak” na YouTubeu. Već u prvih sedam dana, postojala je po jedna parodija na svaki dan u tjednu. (Smijeh) Za razliku od jednosmjerne zabave 20. stoljeća, ovo sudjelovanje zajednice je način na koji postajemo dio fenomena – bilo šireći ga, bilo radeći nešto novo s njim.
(Music)
(Glazba)
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.
“Nyan mačka” je animacija u obliku petlje s glazbom koja je u obliku petlje. To je ovo, samo ovo. Pogledano je oko 50 milijuna puta ove godine. A ako mislite da je to čudno, trebali biste znati da postoji 3-satna verzija ovoga i da je pogledana 4 milijuna puta. (Smijeh) Čak su i mačke gledale ovaj video. (Smijeh) Mačke su gledale druge mačke kako gledaju ovaj video.
(Laughter)
(Smijeh)
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.
Ono što je ovdje važno jest kreativnost koja je nadahnuta ovom tehniziranom, štreberskom kulturom. Postoje i remiksi. (Smijeh) Netko je napravio staromodnu verziju. (Smijeh) A postalo je čak i internacionalno. (Smijeh) Čitava remiks zajednica je izniknula i pretvorila ovo od glupe šale u nešto čega zaista možemo biti dio. Više ne samo da uživamo, već i sudjelujemo.
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.
Tko je mogao predvidjeti išta od ovoga? Tko bi mogao predvidjeti “Dvostruku dugu” ili Rebeccu Black ili “Nyan mačku”? Kakav ste scenarij mogli napisati koji bi sadržavao ovo? U svijetu u kojem se preko dva dana snimaka objavi u jednoj minuti, samo ono što je uistinu jedinstveno i neočekivano može se istaknuti kao što su ove stvari. Kad mi je prijatelj rekao kako bih trebao pogledati jedan sjajan video o tipu koji protestira protiv kazni za bicikliste u New Yorku, moram priznati da nisam bio baš zainteresiran.
(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.
(Video) Casey Niestat: Dobio sam kaznu jer nisam vozio bicikl po biciklističkoj stazi, ali ondje se često nalaze prepreke koje ometaju pravilnu vožnju biciklističkom stazom.
(Laughter)
(Smijeh)
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 ...
KA: Tako što je bio potpuno iznenađujuć i duhovit, Casey Niestat dobio je ovu smiješnu ideju te je pogledan pet milijuna puta. Ovakav pristup stoji za sve novo što radimo kreativno. Tako nas ovo dovodi do velikog pitanja…
(Video) Bear Vasquez: What does this mean? Ohhhh. (Laughter)
(Video) Medo Vasquez: Što to znači? Ohhhh... (Smijeh)
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.
KA: Što to znači? Stvaratelji ukusa, kreativno sudjelovanje zajednice, potpuna neočekivanost, to su karakteristike nove vrste medija u kulturi u kojoj svatko ima pristup, a publika definira popularnost. Mislim, kao što sam ranije spomenuo, jedan od trenutno najvećih zvijezda na svijetu, Justin Bieber, započeo je na YouTubeu. Nitko vam ne mora dati zeleno svjetlo za vašu ideju. Svi osjećamo kao da posjedujemo dio naše pop kulture. Ovo nisu karakteristike starijih medija i jedva da su karakteristike današnjih, ali definirat će zabavu budućnosti.
Thank you.
Hvala vam.
(Applause)
(Pljesak)