and also crucially about regulation, in particular with advertising as being, kind of, a few occasions over the past ten years, i would say, since influence in marketing and advertising with social media has emerged that we have had a few incidences where people have got in trouble, and this is the crucial thing that i think connects all of this is the internet and social media and influencer culture itself is moving so quickly that the rules really haven t been written yet. we re playing catch up game where everything has to happen before we then decide how do we want to regulate it and how do we want to enforce it, and so these conversations being had in parliament at the moment hopefully are going to give us a little bit more concrete direction into how we can make the internet a safer and fairer place for everybody. that is all we have time for today, so thank you very much to all of our guests who have taken part in the media show. sam yam. co founder of patreon, thank you. kaya,
into the feed of videos that you see. those things cost an awful lot. of money to buy for businesses and the money that they makej from that is basically ploughed into profits for the platform. youtube makes billions of dollars in advertisingj revenue every single year off the back of, essentially, free labour of millions of people. i was going to say, it is unpaid labour, isn t it, by those of us who are posting stuff? it is, but then, - there s the opportunity. why do people want to become celebrities is the question, - and that is because there is a with this minute notl 0.01% or 3.5%, i suppose, l chance of actually making it big and striking it- rich and getting those million dollar mansions that becky was talking about. - i don t think you re asking the right person about the celebrity idea, but i see where you re going. sam, i wanted to come to you about patron in a bit more detail now. that is to an extent meant to change at least some of it as i understand it. you launched it
we need to do something different here? yes, i think tiktok and the pandemic have just been such big drivers of this. tiktok has totally up ended the creator ecosystem. as sam mentioned, they have made it so easy for the average person to go viral and garner a big audience and i think that social media platforms are realising that creators drive a lot of engagement and trends, and it s not enough any more to just give them a place to grow an audience. they need to offer them better features and ways to get money, and besides youtube, which used to be the only game in town, there wasn t a way to earn directly from social media networks until the last year or so. becky, what do you make of these new developments? i think there is a really growing trend of creators who are trying to, kind of, almost regain the connection between themselves and their audiences without the platform because at the end of the day,
as sam mentioned, they have made it so easy for the average person to go viral and garner a big audience and i think that social media platforms are realising that creators drive a lot of engagement and trends, and it s not enough any more to just give them a place to grow an audience. they need to offer them better features and ways to get money, and besides youtube, which used to be the only game in town, there wasn t a way to earn directly from social media networks until the last year or so. becky, what do you make of these new developments? i think there is a really growing trend of creators who are trying to, kind of, almost regain the connection between themselves and their audiences without the platform because at the end of the day, it s really hard to trust the platforms. you know, changes are being made every single day to the algorithms, how our content is being served to our audiences and it s often done in a very hard to read, almost like black box algorithmic way, which
asking the right person about the celebrity idea, but i see where you re going. sam, i wanted to come to you about patreon in a bit more detail now. because that is, to an extent, meant to change at least some of it, as i understand it. you launched it back, i think it was 2013, with a university friend, jack conte. he was a musician, but was only earning tiny sums on youtube. was that how the idea began, to try and do something differently here? yes, i mean, even for myself personally i had studied. jack and i met in college because we were matched in a creative dorm. but i had studied 15 years of classical piano. my college essay was about how my mum chopped off part of my middle finger in a door hinge, but then i continued studying music and played in carnegie hall. but i didn t decide to do music as my career because at that time certainly you had to be the absolute best to even consider a possible path forward. where this was your life.