Matt BrittonFounder & CEO powering AI-driven consumer insights

Power in Influencers

Name: Power in Influencers
Uploaded: 2018-10-17T03:08:28Z
Channel: Matt Britton
Description: A short spoken excerpt (YouTube) arguing that ownership of audiences and distribution has shifted from legacy TV networks and media executives (e.g…

17 Oct 2018

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A short spoken excerpt (YouTube) arguing that ownership of audiences and distribution has shifted from legacy TV networks and media executives (e.g., Sumner Redstone, Rupert Murdoch, Viacom, News Corp) to individual influencers (e.g., the Kardashians, Justin Bieber). The speaker claims these celebrities effectively function as networks, controlling mass-scale communication.

The ownership of audiences and distribution has slowly shifted over time from big networks to individuals. A point could be made that if you wanted to get a message out right now to millions and millions of people, you wouldn't call Sumner Redstone or Rupert Murdoch at Viacom or News Corp or one of the big TV networks. You call the Kardashians or Justin Bieber or people with huge followings. They are now the networks. They are now the people that control mass scale.