YouTube is to fund content from its most successful creators as part of a global campaign to promote creativity on the network. In a blog post published by the Google-owned platform, YouTube revealed that it will expand support of creative content like Bethany Mota and Epic Rap Battles of History with full-scale marketing and advertising campaigns.
“We’ve seen the fidelity of our videos evolve from the grainy footage of webcams to the crystal clear beauty of 4K,” says Alex Cross, Head of YouTube Originals. “We’ve seen teenagers who began by blogging in their bedrooms emerge as media heavyweights, with passionate followings and shows that draw more fans than similar shows on cable TV… As any creator will tell you, making compelling new content isn’t easy, and we expect to learn a lot through this process. We’ll get our hands dirty. We’ll make some mistakes. Together, we’ll hopefully create some fantastic new content on YouTube. But one thing is certain: there’s no one we’d rather go on this adventure with than our creators.”
YouTube has already increased production support for its top content creators with YouTube Spaces in L.A., Tokyo and London, offering free access to the latest equipment, sets and support, and will soon be launching an additional Space in New York.