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 Aloka i radim kao menadžer trendova na Jutjubu i profesionalno gledam snimke na Jutjubu. Zaista. Danas ćemo pričati o tome kako snimci postaju zarazni i onda o tome zašto je to važno. Svi mi želimo da budemo zvezde - poznati, pevači, komičari - a kada sam bio mlađi to je delovalo veoma teško. Međutim, Internet snimci su učinili da svako od nas kao i kreativne stvari koje radimo može da postane veoma poznat u delu kulture našeg sveta. Svako od vas mogao bi da bude popularan na Internetu do sledeće subote. Ali, preko 48 sati snimaka se dodaju na Jutjub svakog minuta. A od svega toga, samo mali procenat ikada postane zarazan, pregledan hiljadu puta i postane kulturološki trenutak. Kako se to dešava? Zbog 3 stvari: stvaraoci ukusa, zajednice učesnika i neočekivanosti. U redu, idemo.
(Video) Bear Vasquez: Oh, my God. Oh, my God. Oh, my God! Wooo! Ohhhhh, wowwww!
(Snimak) Meda Vaskez: O, Bože. O, moj Bože! O, moj Bože! Vuuuu! O, vaaau!
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, Meda Vaskez okačio je ovaj snimak koji je snimio ispred svoje kuće u Nacionalom parku Josemiti. 2010. pregledan je 23 miliona puta. (Smeh) Ovo je grafikon koji prikazuje kako je to izgledalo kada je snimak postao popularan prošlog leta. Ali Meda nije postavio onaj snimak kako bi postao popularan. Samo je želeo da podeli dugu. Jer to i radite kada se zovete Josemiti planinski medved. (Smeh) On je objavio mnogo snimaka prirode, a ovaj je postavljen još u januaru. Šta se ovde, dogodilo? Džimi Kimel. On je objavio ovaj snimak na Tviteru, što je učinilo da snimak bude toliko popularan. Jer nas stvaraoci ukusa kao što je Džimi Kimel, upoznaju sa novim i zanimljivim stvarima i donose 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. ♫
(Snimak) Rebeka Blek: ♫ Petak je, petak. Uživajmo u petku. ♫ ♫ Svi se raduju 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: Niste valjda pomislili da ovaj razgovor može proći bez priče o ovom snimku. "Petak" Rebeke Blek je jedan od najpoznatijih snimaka ove godine. Pregledan je oko 200 miliona puta. Ovo je grafikon koji prikazuje kako je to izgledalo. Slično je "Dvostrukoj dugi" izgleda kao da se pojavio 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, šta se desilo ovog dana? Pa, bio je petak, to je istina. Ako se pitate o ovim špicevima, ti dani su takođe petak. (Smeh) Ali, šta je sa ovim danom, baš ovim petkom? Komičar Toš.0 ga je izabrao, mnogi blogovi su pisali o tome. Majkl Dž. Nelson iz Teatra naučnih misterija je prvi koji se našalio o tom sminku na Tviteru. Ali, ono što je važno jeste da individua ili grupa stvaraoca ukusa zauzme stav i onda ga podele sa širom publikom time 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 se stvorila zajednica ljudi koja je počela da deli veliku internu šalu sa drugima, a onda su ti drugi počeli da pričaju o tome i rade stvari s tim. Tako danas imamo 10,000 parodija na "Petak" na Jutjubu. Već u prvih 7 dana, postojala je po jedna parodija za svaki dan u nedelji. (Smeh) Za razliku od jednosmerne zabave 20. veka ovo učestvovanje zajednice je način na koji postajemo deo fenomena - bilo šireći ga, bilo radeći nešto novo sa njim.
(Music)
(Muzika)
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.
"Nijan mačka" je animacija koja se ponavlja sa muzikom koja se ponavlja. To je sve, ovo je sve. Pregledano je oko 50 miliona puta ove godine. A ako mislite da je to čudno, trebalo bi da znate da postoji verzija od 3 sata i da je pregledana 4 miliona puta. (Smeh) Čak su i mačke gledale ovaj snimak. (Smeh) Mačke su gledale kako druge mačke gledaju ovaj snimak.
(Laughter)
(Smeh)
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 ovde važno je kreativnost koja je inspirisala ljude u svoj toj tehno-štreberskoj kulturi. Postoje i remiksi. (Smeh) Neko je napravio staromodnu verziju. (Smeh) A postala je i međunarodna. (Smeh) Čitava remiks zajednica se pojavila i pretvorila ovu glupu šalu u nešto čega zaista možemo biti deo. Više ne samo da uživamo, nego i učestvujemo.
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.
Ko je mogao da predvidi išta od toga? Ko je mogao da predvidi "Dvostruku dugu" ili Rebeku Blek ili "Nijan mačku"? Kakav scenario ste mogli da napišete, a da sadrži ovo? U svetu u kojem se preko 2 dana dugih snimaka postavi u jednoj minuti, samo ono što je zaista jedinstveno i neočekivano može da se istakne - kao što su ove stvari. Kada mi je prijatelj rekao da bi trebalo da pogledam jedan sjajan snimak o tipu koji protestuje protiv kazni za bicikliste u Njujorku, moram da priznam da nisam bio baš zainteresovan.
(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.
(Snimak) Kejsi Nistat: Dobio sam kaznu jer nisam vozio bicikl po biciklističkoj stazi ali tamo se često nalaze prepreke koje ometaju vožnju biciklističkom stazom.
(Laughter)
(Smeh)
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: Pošto je bila potpuno iznenađujuća i duhovita, ova smešna ideja i poenta Kejsi Nistata pregledana je 5 miliona puta. Ovakav pristup važi za sve novo što radimo u kreativnom smislu. Tako nas ovo dovodi do velikog pitanja...
(Video) Bear Vasquez: What does this mean? Ohhhh. (Laughter)
(Snimak) Meda Vaskez: Šta to znači? Ohhh. (Smeh)
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: Šta to znači? Stvaraoci ukusa, kreativno učestvovanje zajednica, potpuna neočekivanost, to su karakteristike nove vrste medija u novoj kulturi, koja je pristupačna svakom, a publika je ta koja definiše popularnost. Kao što sam ranije pomenuo, jedna od trenutno najvećih zvezda na svetu, Džastin Biber, započela je na Jutjubu. Niko vam ne mora dati zeleno svetlo za vašu ideju. Svi osećamo kao da posedujemo deo naše pop kulture. To nisu karakteristike starijih medija, i jedva da su karakteristike današnjih, ali će definisati budućnost zabave.
Thank you.
Hvala vam.
(Applause)
(Aplauz)