YouTube launches pop-up studio to amplify Australian talent

Lindsay Bennett
By Lindsay Bennett | 3 November 2016
 
Jayden Rodrigues on set at YouTube

“Today, search engines and algorithms drive video viewing habits, not the TV listings in the newspaper," AFTRS CEO Neil Peplow says. And YouTube is doing everything it can to get ahead in this space.

YouTube has built a dedicated studio in Sydney to better support and grow its creative community, recognising it's only as good as the talent it hosts. 

The 'YouTube Spaces' are the first of its kind in Australia, first launched out of London and since surfacing in eight other countries.

The temporary pop-up space is being hosted by The Australian Film, Television and Radio School (AFTRS). As part of the studio, AFTRS is holding tutorials and workshops on video production, production tools, copyright and encouraging collaborations between YouTubers.

The events and equipment are free, which YouTube Spaces Asia-Pacifc head David Macdonald said is core to the Google-owned business' investment in creators.

"It pays out for us in the long run to have better content with better production value,” Macdonald said at an event held at Entertainment Park.

Macdonald added Australia is an established market in the online video space, with 30 YouTubers boasting more than one million subscribers each.

With more than 300 creators expected through AFTRS doors, Macdonald says the temporary space is “only the beginning” and a more permanent studio could be on the cards depending on the response this week.

Rising Aussie creators such as Wengie, Jayden Rodrigues, and SketchShe will be shooting original content in the space.

Wengie youtube starWengie on set at YouTube

For AFTRS, having YouTube in the building provides the opportunity to educate students on where the industry is heading and the importance of both broadcast and digital knowledge, explained Peplow.

“In an age where cats can become media moguls, the real issue isn’t how you create the content it's how you capture the audiences' attention and using both traditional and digital platforms to reach new audiences with exciting content is at the heart of that,” Peplow says.

“You can’t just say you are going to be a film director – the market has completely changed. You have to look at all the different platforms and ways to audiences and YouTube is an important part of the ecosystem for our students and the industry understands that.

"YouTube has a real part to play in both entertainment and education... [Through the partnership] we open ourselves to the next impactful generation... But we won't forget our film heritage."

The talent

Despite more than 200,000 subscribers, beatboxer and YouTube sensation Tom Thum, who performed at YouTube's recent Brandcast, says he only “very recently” began monetising his content through advertising. 

"We often talk about a 'portfolio' approach," Macdonald said. "I don't think anybody at YouTube will tell you that YouTube is their only source of income.”

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