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YouTuber Brandon B says agencies shouldn’t fear AI
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YouTube’s creator economy evolution: The rise of AI and social media has empowered creators to produce high-quality content for big brands, challenging the traditional agency model.

  • Brandon Baum, known as Brandon B on YouTube, is Europe’s largest visual effects artist on the platform with over 14 million subscribers and 10 billion video views.
  • Baum’s journey from self-taught YouTube viewer to successful creator and production company owner illustrates the changing landscape of content creation.
  • The advent of AI tools has made it possible for creators to compete with traditional agencies, offering cost-effective solutions for budget-conscious marketers.

The creator vs. agency debate: While creators are gaining ground, Brandon Baum believes they won’t entirely replace larger agencies in the near future.

  • Baum sees AI and new technologies as tools that will attract more people to create innovative content, rather than replace existing jobs.
  • He draws a parallel to the introduction of smartphone cameras, which initially raised concerns about the future of professional photography but ultimately led to increased appreciation for the craft.
  • The accessibility of technology may lead to a higher standard of creative work and potentially increase the value of skilled creators.

Studio V: A new breed of content creation: Baum’s production company, Studio V, exemplifies the evolving landscape of content creation for brands.

  • The company specializes in creating viral campaigns for well-known brands, such as a visually striking promotion for Marks & Spencer.
  • Studio V offers a full range of services, including in-house visual effects, production, direction, and writing.
  • The company works with talent management firms to bring traditional TV personalities to social media platforms.
  • Studio V has established partnerships with major agencies like Ogilvy and WPP, showcasing the potential for collaboration between creators and traditional agencies.

Keys to successful campaigns: Baum emphasizes the importance of storytelling and understanding the underlying motivations for brand campaigns.

  • He stresses the need to create compelling narratives that make audiences connect with not just the product, but the reason behind their purchase.
  • Studio V focuses on creating “hero pieces” that stand out and grab viewers’ attention.
  • The company uses its own paid media team to turn high-performing organic content into targeted ad campaigns.

YouTube’s living room strategy: Baum is enthusiastic about YouTube’s push to optimize content for television viewing.

  • He appreciates the platform’s efforts to create a more immersive, episodic viewing experience.
  • Baum praises YouTube’s algorithm, stating that it excels at understanding user preferences and suggesting relevant content.
  • He believes YouTube’s discoverability features outperform those of other streaming platforms like Netflix.

Implications for the future of content creation: The success of creators like Brandon Baum and companies like Studio V suggests a shifting landscape in the advertising and content creation industries.

  • While traditional agencies may not disappear, they may need to adapt to compete with agile, creator-led production companies.
  • The integration of AI tools and new technologies is likely to continue reshaping the content creation process, potentially lowering barriers to entry for aspiring creators.
  • As the lines between creators and agencies blur, collaboration between the two may become increasingly common, leading to innovative approaches in brand marketing and content production.
Meet YouTuber Brandon B, who believes agencies shouldn't worry about AI

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