Author(s): Kevin Allocca
From YouTube's Head of Culture and Trends, a rousing and illuminating behind-the-scenes exploration of internet video's massive impact on our world. Whether your favorite YouTube video is a cat on a Roomba, "Gangnam Style," the "Bed Intruder" song, an ASAPscience explainer, Rebecca Black's "Friday," or the "Evolution of Dance," Kevin Allocca's Videocracy reveals how these beloved videos and famous trends--and many more--came to be and why they mean more than you might think. YouTube is the biggest pool of cultural data since the beginning of recorded communication, with four hundred hours of video uploaded every minute. (It would take you more than sixty-five years just to watch the vlogs, music videos, tutorials, and other content posted in a single day!) This activity reflects who we are, in all our glory and ignominy. As Allocca says, if aliens wanted to understand our planet, he'd give them Google. If they wanted to understand us, he'd give them YouTube. In Videocracy, Allocca lays bare what YouTube videos say about our society and how our actions online--watching, sharing, commenting on, and remixing the people and clips that captivate us--are changing the face of entertainment, advertising, politics, and more. Via YouTube, we are fueling social movements, enforcing human rights, and redefining art--a lot more than you'd expect from a bunch of viral clips.
From YouTube's Head of Culture and Trends, a rousing and illuminating behind-the-scenes exploration of internet video's massive impact on our world.
Refreshingly, the author offers more than just a history of YouTube; he takes on the role of anthropologist as he riffs on the current state of popular culture and content consumption. With traditional cultural gatekeepers increasingly strained to maintain relevance and more individuals empowered to create and distribute their own content, YouTube will only grow as a major cultural force . . . [An] insightful look into the inner workings of YouTube and its wide-ranging influence. * Kirkus Reviews * A fascinating and illuminating book. Essential reading for everyone who wants to understand the surprising power and reach of internet video. -- Jonah Berger, New York Times bestselling author of CONTAGIOUS and INVISIBLE INFLUENCE If video is the future of communication and entertainment, this book is a road map to the future. Inside are clues to creating better ads, music, comedy, education, and yes, cat videos. -- Adam Grant, New York Times bestselling author of GIVE AND TAKE and ORIGINALS and co-author of OPTION B with Sheryl Sandberg Offering an insightful and nostalgic backstage tour, Kevin Allocca reveals how YouTube tells our collective story. YouTube is not just an entertainment medium; it is a platform for the curation of what matters to us all. Kevin shows how the active participation of YouTube's audience has changed all of the rules of the traditional media paradigm. -- Jeffrey Katzenberg
Kevin Allocca is Head of Culture and Trends at YouTube, where he has spent more than seven years tracking and explaining trending phenomena. He is one of the world's leading experts on viral video. Allocca has given conference keynotes around the world on web video culture, including a TED Talk that has been viewed more than two million times. He's also obsessed over more videos than every teenager and serial workplace procrastinator you've ever met. He lives in New York City. @shockallocca