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Empowering Creativity: Building Businesses and Jobs In Europe’s Creator Economy

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

Today, this legacy continues, but in a greatly different landscape. The digital age has transformed how content is produced and shared, democratising the tools of production and breaking down old barriers to access. Anyone with a smart device and a stimulate of creativity can now become a content producer and reach an international audience.

Platforms like YouTube have actually become main to this new environment. These platforms not just empower developers to share their stories, however also drive economic development and community structure in ways unimaginable just a couple of decades earlier. Today’s creators are not restricted to the beauty salons of Paris or the performance halls of Vienna – they are reaching millions from home studios, going beyond borders with a single upload.

In 2022, YouTube’s creative ecosystem alone added over EUR5.5 billion to the GDP of the EU27 – and supported more than 150,000 full-time equivalent jobs. According to Oxford Economics, 7 out of 10 European creators who make money from YouTube agree that the platform assists them export their material to global audiences which they would not access otherwise.

We require to motivate the work that young creators are doing, and assistance platforms and developers alike

This altering landscape was the focus of a current conversation at the European Parliament in Brussels, where policymakers and YouTube developers came together to explore the extensive effect of the creator economy. By analyzing how platforms like YouTube are improving the imaginative ecosystem, the occasion highlighted the potential for European developers to not just captivate but to generate tasks and reinforce Europe’s cultural footprint worldwide.

Zala Tomašic, an EPP MEP from Slovenia and a member of the CULT Committee, started the conversation with a personal story, revealing that she had when harboured aspirations to be a „YouTube star“. As a child she created a channel, but her aspirations fell at the first hurdle when she realised rather how much expertise is required across editing, noise, lighting, recording, and marketing for material development. „Companies employ big departments to do what a developer does by themselves, all on their own,“ she noted.

Gaspard G – another of the attendees – was more effective in his attempts at developing a career on YouTube. G started publishing on YouTube at the age of 10, and soon began his own channel, covering a mix of politics and existing occasions. Ever since, his channel has actually grown to more than 1.1 million customers. He is likewise the creator of an innovative media company, representing creators on YouTube, Instagram, TikTok, and LinkedIn.

Earlier this year, he was designated 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 very first expert federation committed to the influencer sector in France. In his speech about becoming of a successful creator, he highlighted the increasing power and duty of YouTube developers, some of whom progressively surpass conventional media outlets in reach. This brings with it duty to professionalise, he said. Alongside supporting and representing influencers, job UMICC intends to produce recognition and ethical requirements for online developers, to bring it into line with other identified occupations.

MEP Tomašic worried that, while policy-makers need to resolve some obstacles such as data defense and the spread of mis- and dis-information, they need to not forget the „big positive aspects“ that platforms like bring. „They develop an environment where people can access information, get rid of barriers to the spread of understanding, and open up amazing opportunities for work and innovation,“ she stated, noting the number of entrepreneurs and small companies use these platforms to reach wider audiences and constructing their brands while creating new job opportunities. Additionally, she noted how social networks continues to magnify advocacy and awareness on social problems, offering a powerful tool to activate neighborhoods and drive change.

To make sure Europe realises its potential as an international center for imagination, she prompted policy-makers to do more to support digital skills development. „We need to increase the digital literacy skills. We need to purchase the digital area. We need to motivate the work that young developers are doing, and we need to support platforms and developers alike,“ she included.

Veronika Cifrová Ostrihoňová MEP, a previous reporter, echoed these concepts, but revealed her concerns about the role of social networks in spreading out misinformation. „Despite the fact that social media is a fantastic tool for us to use, it’s just a tool,“ she stated. „We need to tackle concerns like false information, disinformation, and algorithmic blind areas.“

David Wheeldon, Managing Director and Head of EMEA Government Affairs and Public Policy at YouTube, highlighted the platform’s unique position in the creative economy. YouTube not only supplies a space for developers to share their work but likewise drives economic and community development. Creators are not just building professions for themselves. As Gaspard G shows, they are likewise shaping the future of media by creating jobs and developing entire media business and sectoral organisations. As Wheeldon highlighted, YouTube developers in Europe are reaching a global audience, with 65% of their watch time originating from outside the continent. This broad reach provides a chance for European creators to invest in their culture and creativity, extending their impact worldwide.

Looking ahead, YouTube is exploring innovative ways to help developers reach even larger audiences. Wheeldon revealed the upcoming growth of AI tools, such as YouTube Aloud, which uses AI to dub creators’ voices into other languages. „We are going to release 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 have actually got 5 languages up and running, and we’re going to construct that in time. This develops a huge chance for all creators in Europe to gain access to audiences throughout the continent and beyond.“

The occasion underscored the need for policymakers to recognize the potential of the creator economy and cultivate an environment that nurtures digital abilities. MEP Tomašic kept in mind that the creative economy provides young individuals a special chance to turn their passions into professions. „60% of Generation Z and millennials wish to turn their hobbies into a profession,“ she said, highlighting the sector’s value to future task markets.

By purchasing digital literacy and supporting platforms that empower developers, Europe can solidify its position as an international center of imagination and innovation. As MEP Tomašic concluded, the creator economy isn’t almost private success – it has to do with constructing a vibrant, sustainable cultural and financial community 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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