Bridge Ratings: Vidcon Hosts New Youth Format With Potential For Radio
July 27, 2015 at 12:52 PM (PT)
BRIDGE RATINGS & MEDIA RESEARCH's DAVE VAN DYKE took a trip to ANAHEIM's massive VIDCON this weekend and discovered a brand-new youth format that has already broken wide-open.
As VAN DYKE notes, "The yearly celebration of Internet celebrity has become a harbinger of changes coming to the entire media industry. Now in its sixth year, the convention brings together the entire Internet celebrity ecosystem together for a few days of panels, selfies and hugging — lots of hugging."
VAN DYKE likened the experice to "jumping on the train that is pulling youth media consumption beyond anything we have experienced before."
The phenomenon has its roots on YOUTUBE, which remains the dominant platform at VIDCON, which has created a new category of superstars.
"All of them have attorneys. They all have business managers. They all have publicists," sais ANDREW GRAHAM, a senior talent manager at BIG FRAME, a firm that specializes in on line stars.
The person-to-person authenticity that has become the hallmark of this cultural movement — and what makes it so appealing to marketers — is apparent in real life as well. Every so often someone will recognize someone else that they watch online and stop for an impromptu photo. If they're reasonably well known, a surprisingly orderly line or group will form.
VAN DYKE points to a burgeoning community in the "closeness that seems to exist between these YOUTUBE stars and their legions of fans.
"If these internet video stars believe they could attract the youth audience back to radio, then so should you. One of these stations in each major market could change things quickly for the broadcast radio industry."