An entertainment and tech insider—YouTube’s chief business officer—delivers the first detailed account of the rise of YouTube, the creative minds who have capitalized on it to become pop culture stars, and how streaming video is revolutionizing the media world.
In the past ten years, the internet video platform YouTube has changed media and entertainment as profoundly as the invention of film, radio, and television did, more than six decades earlier. Streampunks is a firsthand account of this upstart company, examining how it evolved and where it will take us next.
Sharing behind-the-scenes stories of YouTube’s most influential stars—Streampunks like Tyler Oakley, Lilly Singh, and Casey Neistat—and the dealmakers brokering the future of entertainment like Scooter Braun and Shane Smith, Robert Kyncl uses his experiences at three of the most innovative media companies, HBO, Netflix, and YouTube, to tell the story of streaming video and this modern pop culture juggernaut. Collaborating with Google speechwriter Maany Peyvan, Kyncl explains how the new rules of entertainment are being written and how and why the media landscape is radically changing, while giving aspiring Streampunks some necessary advice to launch their own new media careers.
Kyncl persuasively argues that, despite concerns about technology impoverishing artists or undermining artistic quality, the new media revolution is actually fueling a creative boom and leading to more compelling, diverse, and immersive content. Enlightening, surprising, and thoroughly entertaining, Streampunks is a revelatory ride through the new media rebellion that is reshaping our world.
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About the Author
Robert Kyncl is the Chief Business Officer at YouTube where he oversees all commercial and creative relationships for the platform. Previously, Robert was Vice President of Content at Netflix, where he spearheaded the company’s content acquisition for streaming TV shows and movies over the Internet.
Robert has been listed in Variety’s Dealmakers Impact Report as one of their “disruptors”, Vanity Fair’s New Establishment List, Billboard’s Power 100 List and AdWeek’s 50 List of Vital Leaders in Tech, Media and Marketing.
Robert holds a Masters of Business Administration from Pepperdine University and a B.S. in International Relations from SUNY New Paltz. He resides in Los Angeles with his wife and two daughters.
Table of Contents
1 Rise of the Streampunks 1
Your Orientation to a New Class of Creators
2 ||Superwoman|| Comes to the Supermarket 11
Why Shelf Space Is the Key to Understanding How the Media Industry Works Today
3 Nerding Out 27
The Green Brothers and the Importance of Online Community Building
4 True Blue Hair 45
Tyler Oakley, Authenticity, and the Changing Nature of Celebrity
5 No Passport Necessary 65
Lilly Singh, Mr. Bean, K-Pop, and the Global Media Melting Pot
6 Show Me Something I Haven't Seen Before 79
Satire, Representation, and Bias in Online Video
7 Stick to Your Quilting 93
The Deep Appeal of Narrow Niches
8 The Struggle Is Real 115
Why Today's Stars Have to Give 110 Percent in a 24/7 World 115
9 Revenue Streams 137
Funding Creativity in the Digital Age 137
10 "This Just Uploaded . . ." 159
Vice, Storyful, and the New Business of the News Business
11 Pardon Welcome the Interruption 185
Casey Neistat Is Making Ads Great Again
12 Streampunk Rock! 211
The Fall and Rise of the Music Industry
13 What to Watch Next 235
Just When You Had Millennials Figured Out, Here Comes Gen Z
Conclusion: A Window to the World 249