[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:16.42,0:00:21.93,Default,,0000,0000,0000,,Hi I'm Kevin Allocca. I'm the trends manager of Youtube and I professionally watch youtube videos
Dialogue: 0,0:00:21.93,0:00:23.59,Default,,0000,0000,0000,,It's true
Dialogue: 0,0:00:23.59,0:00:28.54,Default,,0000,0000,0000,,So we are going to talk a little bit today about how videos go viral and why that even matters
Dialogue: 0,0:00:28.54,0:00:32.93,Default,,0000,0000,0000,,we all want to be stars. Uh celebrities, singers, comedians.
Dialogue: 0,0:00:32.93,0:00:36.54,Default,,0000,0000,0000,,and when I was younger that seemed so very very hard to do.
Dialogue: 0,0:00:36.54,0:00:43.71,Default,,0000,0000,0000,,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
Dialogue: 0,0:00:43.71,0:00:47.71,Default,,0000,0000,0000,,I mean, any one of you could be famous on the internet by next Saturday
Dialogue: 0,0:00:47.71,0:00:51.83,Default,,0000,0000,0000,,But there are over fourty-eight hours of video uploaded to Youtube every minute [In Text: 48:00]
Dialogue: 0,0:00:51.83,0:00:57.53,Default,,0000,0000,0000,,and of that only a tiny percentage ever goes viral and gets tons of views and becomes a cultural moment [In Text: < tiny tiny % have more than 1M views]
Dialogue: 0,0:00:57.53,0:00:59.73,Default,,0000,0000,0000,,so how does it happen?
Dialogue: 0,0:00:59.73,0:01:01.30,Default,,0000,0000,0000,,three things
Dialogue: 0,0:01:01.30,0:01:05.48,Default,,0000,0000,0000,,tastemakers, communities of participation, and unexpectedness
Dialogue: 0,0:01:05.48,0:01:07.13,Default,,0000,0000,0000,,Alright Let's go
Dialogue: 0,0:01:07.13,0:01:20.76,Default,,0000,0000,0000,,[Background: Oh oh.oh my god oh my god (laughter) wooh oh wow]
Dialogue: 0,0:01:20.76,0:01:26.26,Default,,0000,0000,0000,,Last year, "Bear" Vasquez posted this video that he had shot outside his home in Yosemite National Park
Dialogue: 0,0:01:26.26,0:01:29.94,Default,,0000,0000,0000,,In 2010 it was viewed 23 million times
Dialogue: 0,0:01:30.51,0:01:33.78,Default,,0000,0000,0000,,This is a chart of what it looked like when it first became popular
Dialogue: 0,0:01:33.78,0:01:35.79,Default,,0000,0000,0000,,last summer
Dialogue: 0,0:01:35.79,0:01:38.86,Default,,0000,0000,0000,,but he didn't actually set out to make a viral video "Bear"
Dialogue: 0,0:01:38.86,0:01:43.45,Default,,0000,0000,0000,,He just wanted to share a rainbow because that's what you do when your name is "Yosemite Mountain Bear"
Dialogue: 0,0:01:45.73,0:01:52.74,Default,,0000,0000,0000,,and he had posted lots of nature videos in fact this video had been posted all the way back in January
Dialogue: 0,0:01:52.74,0:01:54.90,Default,,0000,0000,0000,,So what happened here
Dialogue: 0,0:01:54.90,0:01:55.85,Default,,0000,0000,0000,,Jimmy Kimmel
Dialogue: 0,0:01:55.85,0:01:57.04,Default,,0000,0000,0000,,actually
Dialogue: 0,0:01:57.54,0:02:02.98,Default,,0000,0000,0000,,Jimmy Kimmel posted this tweet that would actually propel the video to be as popular as it had become
Dialogue: 0,0:02:02.98,0:02:08.61,Default,,0000,0000,0000,,[In Text: Tastemakers] because tatemakers like Jimmy Kimmel introduce us to new and interesting things and bring them to a larger audience
Dialogue: 0,0:02:08.61,0:02:22.24,Default,,0000,0000,0000,,[Background: (Music) It's Friday, Friday gotta get down on friday. Everybody's looking forward to the weekend weekend. Friday Friday gettin' down on Friday]
Dialogue: 0,0:02:22.24,0:02:27.16,Default,,0000,0000,0000,,So you didnt think that we could actually have this conversation without talking about this video I hope
Dialogue: 0,0:02:27.16,0:02:30.31,Default,,0000,0000,0000,,Uh Rebecca Black's Friday has become one of the most popular videos of the year
Dialogue: 0,0:02:30.31,0:02:32.71,Default,,0000,0000,0000,,it's been seen nearly 200 million times this year
Dialogue: 0,0:02:33.25,0:02:36.11,Default,,0000,0000,0000,,This is a chart of what it looked like and
Dialogue: 0,0:02:36.11,0:02:40.90,Default,,0000,0000,0000,,similar to double rainbow it seemed to have just sprouted up out of nowhere
Dialogue: 0,0:02:40.90,0:02:43.43,Default,,0000,0000,0000,,so what happened on this day
Dialogue: 0,0:02:43.43,0:02:46.04,Default,,0000,0000,0000,,Well it was a friday, this is true
Dialogue: 0,0:02:46.04,0:02:47.79,Default,,0000,0000,0000,,And if you were wondering about those other spikes
Dialogue: 0,0:02:47.79,0:02:49.74,Default,,0000,0000,0000,,those were also Fridays
Dialogue: 0,0:02:53.81,0:02:57.96,Default,,0000,0000,0000,,But what about this day, this one particular Friday
Dialogue: 0,0:02:57.96,0:02:59.94,Default,,0000,0000,0000,,Well Tosh.0 picked it up
Dialogue: 0,0:02:59.95,0:03:01.34,Default,,0000,0000,0000,,A lot of blogs started writing about it
Dialogue: 0,0:03:01.34,0:03:06.71,Default,,0000,0000,0000,,Michael J. Nelson from Mystery Science Theater was one of the first people to post a joke about the video on Twitter
Dialogue: 0,0:03:06.71,0:03:09.94,Default,,0000,0000,0000,,But what's important is that an individual or a group of tastemakers
Dialogue: 0,0:03:09.94,0:03:14.70,Default,,0000,0000,0000,,took a point of view and they shared that with a larger audience accelerating the process
Dialogue: 0,0:03:14.70,0:03:18.09,Default,,0000,0000,0000,,and so then this community formed of people who shared this big inside joke
Dialogue: 0,0:03:18.09,0:03:20.90,Default,,0000,0000,0000,,and they started talking about it and doing things with it
Dialogue: 0,0:03:20.90,0:03:25.00,Default,,0000,0000,0000,,and now there are 10 thousand parodies of Friday on Youtube
Dialogue: 0,0:03:25.36,0:03:29.34,Default,,0000,0000,0000,,even in the first 7 days there was one parody for every other day of the week
Dialogue: 0,0:03:33.93,0:03:36.76,Default,,0000,0000,0000,,Unlike the one way entertainment of the 20th century
Dialogue: 0,0:03:36.76,0:03:40.72,Default,,0000,0000,0000,,[In Text: Participation] This community participation is how we become a part of the phenomenon
Dialogue: 0,0:03:40.72,0:03:42.78,Default,,0000,0000,0000,,either by spreading it or doing something new with it
Dialogue: 0,0:03:42.99,0:03:52.63,Default,,0000,0000,0000,,[music]
Dialogue: 0,0:03:52.63,0:03:57.45,Default,,0000,0000,0000,,So uh Nyan Cat is a looped animation with looped music
Dialogue: 0,0:03:57.45,0:03:58.41,Default,,0000,0000,0000,,It's this
Dialogue: 0,0:03:58.41,0:03:59.68,Default,,0000,0000,0000,,Just like this
Dialogue: 0,0:03:59.68,0:04:03.38,Default,,0000,0000,0000,,It's been uh viewed nearly 50 million times this year
Dialogue: 0,0:04:03.38,0:04:09.51,Default,,0000,0000,0000,,and if you think that that is weird you should know that there is a 3 hour version of this that has been viewed 4 million times
Dialogue: 0,0:04:12.11,0:04:15.10,Default,,0000,0000,0000,,even cats were watching this video
Dialogue: 0,0:04:18.83,0:04:21.96,Default,,0000,0000,0000,,cats were watching other cats watch this video
Dialogue: 0,0:04:27.20,0:04:28.84,Default,,0000,0000,0000,,alright but
Dialogue: 0,0:04:29.53,0:04:30.90,Default,,0000,0000,0000,,[laughs]
Dialogue: 0,0:04:30.90,0:04:33.34,Default,,0000,0000,0000,,but what's important here what's important here
Dialogue: 0,0:04:33.34,0:04:38.54,Default,,0000,0000,0000,,is the creativity that it inspired amongst this techy-geeky internet culture
Dialogue: 0,0:04:38.54,0:04:39.81,Default,,0000,0000,0000,,there were remixes
Dialogue: 0,0:04:39.81,0:04:42.88,Default,,0000,0000,0000,,[music]
Dialogue: 0,0:04:42.88,0:04:44.48,Default,,0000,0000,0000,,someone made an old-timey version
Dialogue: 0,0:04:44.48,0:04:48.03,Default,,0000,0000,0000,,[music]
Dialogue: 0,0:04:48.03,0:04:49.84,Default,,0000,0000,0000,,and then it went international
Dialogue: 0,0:04:49.84,0:05:05.21,Default,,0000,0000,0000,,[music]
Dialogue: 0,0:05:05.21,0:05:12.80,Default,,0000,0000,0000,,An entire remix community sprouted up that brought it from being just a stupid joke to something that we can be apart of
Dialogue: 0,0:05:12.80,0:05:16.06,Default,,0000,0000,0000,,because we don't just enjoy now we participate
Dialogue: 0,0:05:16.06,0:05:19.93,Default,,0000,0000,0000,,[violin playing]
Dialogue: 0,0:05:19.93,0:05:21.48,Default,,0000,0000,0000,,and who could have predicted any of this
Dialogue: 0,0:05:21.48,0:05:24.59,Default,,0000,0000,0000,,who could have predicted Double Rainbow or Rebecca Black or Nyan Cat
Dialogue: 0,0:05:24.59,0:05:28.79,Default,,0000,0000,0000,,what scripts could you have written that would have contained this in it
Dialogue: 0,0:05:30.79,0:05:34.60,Default,,0000,0000,0000,,In a world where over 2 days of video get uploaded ever minute
Dialogue: 0,0:05:34.60,0:05:38.100,Default,,0000,0000,0000,,[In Text: Unexpectedness] Only that which is truly unique and unexpected can stand out in the way that these things have
Dialogue: 0,0:05:38.100,0:05:41.24,Default,,0000,0000,0000,,When a friend of mine told me that I needed to see this
Dialogue: 0,0:05:41.24,0:05:45.29,Default,,0000,0000,0000,,This great video of a guy protesting bicycle fines in New York City
Dialogue: 0,0:05:45.29,0:05:47.44,Default,,0000,0000,0000,,I admit I wasn't that interested
Dialogue: 0,0:05:47.44,0:05:55.26,Default,,0000,0000,0000,,[Background: 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 lanes]
Dialogue: 0,0:06:05.46,0:06:06.23,Default,,0000,0000,0000,,Yeah..
Dialogue: 0,0:06:09.23,0:06:11.71,Default,,0000,0000,0000,,By being totally surprising and humorous
Dialogue: 0,0:06:11.71,0:06:17.81,Default,,0000,0000,0000,,Casey Neistat got his funny idea and point seen 5 million times
Dialogue: 0,0:06:17.81,0:06:21.24,Default,,0000,0000,0000,,And so this approach holds for anything new that we do creatively
Dialogue: 0,0:06:21.24,0:06:24.86,Default,,0000,0000,0000,,and so it all brings us to one big question:
Dialogue: 0,0:06:24.86,0:06:29.83,Default,,0000,0000,0000,,[Background: What does this mean?]
Dialogue: 0,0:06:29.83,0:06:34.07,Default,,0000,0000,0000,,[In Text: What does it Meeeaan?!?]
Dialogue: 0,0:06:34.07,0:06:35.91,Default,,0000,0000,0000,,What does it mean
Dialogue: 0,0:06:36.11,0:06:41.13,Default,,0000,0000,0000,,Tastemakers, creative participating communities, complete unexpectedness
Dialogue: 0,0:06:41.13,0:06:44.79,Default,,0000,0000,0000,,These are characteristics of a new kind of media and a new kind of culture
Dialogue: 0,0:06:44.79,0:06:48.99,Default,,0000,0000,0000,,where anyone has access and the audience defines the popularity
Dialogue: 0,0:06:48.99,0:06:51.86,Default,,0000,0000,0000,,I mean as mentioned earlier, one of the biggest stars in the world right now
Dialogue: 0,0:06:51.86,0:06:53.18,Default,,0000,0000,0000,,Justin Bieber
Dialogue: 0,0:06:53.18,0:06:54.86,Default,,0000,0000,0000,,got his start on youtube
Dialogue: 0,0:06:54.86,0:07:01.01,Default,,0000,0000,0000,,No one has to green light your idea and we all now feel some ownership in our own pop culture
Dialogue: 0,0:07:01.01,0:07:03.44,Default,,0000,0000,0000,,and these are not characteristics of old media
Dialogue: 0,0:07:03.44,0:07:06.10,Default,,0000,0000,0000,,and they are barely true of the media of today
Dialogue: 0,0:07:06.10,0:07:09.16,Default,,0000,0000,0000,,but they will define the entertainment of the future
Dialogue: 0,0:07:09.16,0:07:10.39,Default,,0000,0000,0000,,Thank You