It is fascinating to think of YouTube’s reputation in the eyes of media industries. As a startup the vast potential of YouTube was frightening to media companies. They saw the start up as a rival due to copyright infringement, which they could not properly act on. It was promotional sure! However revenue earned or deserved was not being produced for these media companies.
Yet YouTube was able to appease these big conglomerates in the only way savage money hungry beasts could be, by providing a means for revenue. The moment YouTube was able to figure it out, companies backed off, for the most part. And in turn the culture of YouTube that already existed slightly, would grow and morph into what we know it for today. A platform that allows amateur videos to coexist copyrighted material, and along side that, material whose sole purpose is marketing through this specific platform. YouTube has become a convergence of various kinds of media as well as intentions and reasons.
The community is the same; many come to YouTube for different reasons, yet the underlying drive is entertainment. What is interesting is the ability of different industries to market through YouTube. They have created a new vessel for advertising that speaks directly to the YouTube community, short videos and movies that entertain and direct consumers to the ultimate portal that converges both sales and marketing. Take for example the Chipotle Scarecrow commercial that focuses on the healthy all natural food in Chipotle products that is promoted through its video game. This kind of media convergence is directed as users who are most likely to allow themselves to become influenced by two different means, the video and the game, and one leads to the other, yet both are easily attainable because the user will be accessing them from a place, either phone or computer, that is easy to switch media to.
In Jin Kim’s essay, “The institutionalization of YouTube: From user-generated content to professionally generated content”, It is noted how quickly companies took advantage of YouTube’s outreach and revenue potential. Suddenly major companies were not so quick to have videos and content removed but rather, “the movie company requested that YouTube users who posted videos without permission should not be allowed to share in the ad revenue” (58). It was a completely hypocritical move and a sign of YouTube’s strength and authority in the media industry. Not only was the platform essential in sharing media created for different modes of viewing but created in its self a mode of viewing for which new media was created.