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  • Дата на основаване юли 27, 1903
  • Сектори Човешки ресурси
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Empowering Creativity: Building Businesses and Jobs In Europe’s Creator Economy

For centuries, Europe has been a cultural powerhouse, exporting its art, theatre, literature and music to all corners of the globe. From Renaissance work of arts to the symphonies of Beethoven, Europe’s developers have shaped the method millions of people we imagine and experience the world.

Today, this tradition continues, however in a vastly different landscape. The digital age has transformed how material is produced and shared, democratising the tools of creation and breaking down old barriers to gain access to. Anyone with a smartphone and a spark of creativity can now become a material manufacturer and reach an international audience.

Platforms like YouTube have become main to this brand-new community. These platforms not only empower developers to share their stories, but likewise drive financial development and neighborhood building in methods unthinkable just a couple of years earlier. Today’s creators are not restricted to the beauty parlors of Paris or the show halls of Vienna – they are reaching millions from home studios, going beyond borders with a single upload.

In 2022, YouTube’s innovative environment alone included over EUR5.5 billion to the GDP of the EU27 – and supported more than 150,000 full-time comparable jobs. According to Oxford Economics, 7 out of 10 European creators who generate income from YouTube agree that the platform assists them export their material to international audiences which they would not access otherwise.

We require to encourage the work that young creators are doing, and support platforms and creators alike

This altering landscape was the focus of a current discussion at the European Parliament in Brussels, where policymakers and YouTube developers came together to check out the extensive effect of the creator economy. By examining how platforms like YouTube are improving the creative environment, the event highlighted the capacity for European creators to not just entertain but to produce tasks and reinforce Europe’s cultural footprint worldwide.

Zala Tomašic, an EPP MEP from Slovenia and a member of the CULT Committee, began the conversation with an individual story, exposing that she had actually when harboured ambitions to be a „YouTube star“. As a child she produced a channel, however her ambitions fell at the very first obstacle when she understood quite just how much expertise is needed across modifying, sound, lighting, recording, and marketing for material production. „Companies use huge departments to do what a creator does on their own, all on their own,“ she noted.

Gaspard G – another of the guests – was more successful in his attempts at developing a profession on YouTube. G started publishing on YouTube at the age of 10, and soon started his own channel, covering a mix of politics and present events. Ever since, his channel has actually grown to more than 1.1 million subscribers. He is also the founder of an innovative media company, representing creators on YouTube, Instagram, TikTok, and LinkedIn.

Earlier this year, he was appointed Secretary General of the Union of Influence Profession and Content Creators (Union des Métiers de l’Influence et des Créateurs de Contenus, or UMICC), the first expert federation dedicated to the influencer sector in France. In his speech about becoming of a successful developer, he highlighted the increasing power and duty of YouTube developers, a few of whom significantly go beyond standard media outlets in reach. This brings with it obligation to professionalise, he stated. Alongside supporting and representing influencers, UMICC intends to develop recognition and ethical standards for online developers, to bring it into line with other acknowledged professions.

MEP Tomašic stressed that, while policy-makers need to address some challenges such as information protection and the spread of mis- and dis-information, they must not forget the „substantial positive elements“ that platforms like YouTube bring. „They produce an environment where people can access info, get rid of barriers to the spread of knowledge, and open up amazing chances for employment and innovation,“ she stated, keeping in mind how lots of business owners and little services use these platforms to reach broader audiences and building their brands while producing new job opportunities. Additionally, she kept in mind how social networks continues to amplify advocacy and awareness on social issues, supplying an effective tool to set in motion communities and drive change.

To ensure Europe realises its possible as a worldwide center for imagination, she urged policy-makers to do more to support digital abilities development. „We require to increase the digital literacy abilities. We require to invest in the digital area. We require to motivate the work that young developers are doing, and we need to support platforms and creators alike,“ she included.

Veronika Cifrová Ostrihoňová MEP, a former reporter, echoed these ideas, however revealed her concerns about the function of social media in spreading out false information. „Even though social media is a terrific tool for us to use, it’s simply a tool,“ she said. „We need to tackle concerns like false information, disinformation, and algorithmic blind spots.“

David Wheeldon, Managing Director and Head of EMEA Government Affairs and Public Law at YouTube, highlighted the platform’s unique position in the imaginative economy. YouTube not just offers a space for developers to share their work however also drives economic and neighborhood development. Creators are not just developing professions for themselves. As Gaspard G programs, they are also the future of media by creating tasks and developing entire media business and sectoral organisations. As Wheeldon highlighted, YouTube developers in Europe are reaching an international audience, with 65% of their watch time coming from outside the continent. This broad reach presents a chance for European creators to invest in their culture and imagination, extending their impact worldwide.

Looking ahead, YouTube is exploring innovative methods to help developers reach even bigger audiences. Wheeldon revealed the upcoming expansion of AI tools, such as YouTube Aloud, which utilizes AI to call creators’ voices into other languages. „We are going to introduce YouTube Aloud in a growing number of languages in Europe, where AI will take your voice and lip sync and you will be talking in another language,“ he discussed. „We’ve got 5 languages up and running, and we’re going to develop that gradually. This creates a huge chance for all creators in Europe to access audiences throughout the continent and beyond.“

The occasion highlighted the need for policymakers to recognize the potential of the creator economy and foster an environment that nurtures digital abilities. MEP Tomašic kept in mind that the creative economy offers youths a distinct chance to turn their passions into occupations. „60% of Generation Z and millennials wish to turn their hobbies into a profession,“ she said, employment highlighting the sector’s value to future task markets.

By buying digital literacy and supporting platforms that empower creators, Europe can strengthen its position as an international hub of creativity and development. As MEP Tomašic concluded, the creator economy isn’t simply about specific success – it has to do with building a vibrant, sustainable cultural and financial environment that benefits all of Europe.

„Проектиране и разработка на софтуерни платформи - кариерен център със система за проследяване реализацията на завършилите студенти и обща информационна мрежа на кариерните центрове по проект BG05M2ОP001-2.016-0022 „Модернизация на висшето образование по устойчиво използване на природните ресурси в България“, финансиран от Оперативна програма „Наука и образование за интелигентен растеж“, съфинансирана от Европейския съюз чрез Европейските структурни и инвестиционни фондове."

LTU Sofia

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