Brands are eager to partner with Youtube sensations for creative advertising opportunities as Nike’s most watched video ever proves

Snap it, Vine it, Tube it — these words are synonymous with ephemeral filmmaking in the digital age. With the rise of video bloggers and Youtube comedians, traditional distribution for film has radically shifted. Social media content creators have become powerful agents for storytelling given their ability to reach and engage millions of viewers with a single six-second clip. A panel at the 2015 Tribeca Film Festival welcomed some of the most notorious ‘celebrities’ whose personal brands have led the industry’s transformation.

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