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Downloaded from
YTS.MX
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NARRATOR: There's a virus
loose on planet Earth.
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00:00:06,640 --> 00:00:09,320
It's infecting hundreds of
millions of adults and children
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00:00:08,000 --> 00:00:13,000
Official YIFY movies site:
YTS.MX
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00:00:09,360 --> 00:00:13,280
every day on every continent.
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00:00:13,320 --> 00:00:16,320
Each one of us is a
potential carrier.
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HARRY DAVIES-CARR:
Ow, Charlie! Ow!
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00:00:18,560 --> 00:00:21,160
NARRATOR: And the means of
transmission couldn't be simpler
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00:00:21,200 --> 00:00:23,920
HARRY DAVIES-CARR:
Charlie that really hurt.
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♪ [MUSIC] ♪
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NARRATOR: Welcome
to Planet YouTube,
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00:00:27,440 --> 00:00:30,760
an unrecognizable world in which
your home movie is bigger
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00:00:30,800 --> 00:00:32,920
than a Hollywood blockbuster.
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DAVID: Ah!
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00:00:34,480 --> 00:00:36,720
JAMES KIRKHAM: YouTube has been
part of a new world order.
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00:00:36,760 --> 00:00:39,200
It has shifted culture.
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00:00:39,240 --> 00:00:42,440
NARRATOR: And backyard science
experiments can go global.
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00:00:42,480 --> 00:00:44,360
FRITZ GROBE: Oh,
this is awesome.
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00:00:44,400 --> 00:00:47,200
NARRATOR: A world where
anyone can be a superstar.
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SCOOTER BRAUN: He was the first
true social media
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00:00:48,920 --> 00:00:50,680
worldwide phenomenon.
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NARRATOR: Where
presidents are elected.
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BARACK OBAMA: Yes we can.
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JOE ROSPARS: YouTube allowed
us to elect an outsider
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as President of
the United States.
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00:00:57,840 --> 00:01:01,120
NARRATOR: And dictators deposed
with the click of a mouse.
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00:01:01,160 --> 00:01:03,880
PETER ERB: It's anonymous,
so it's dangerous.
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NARRATOR: And the
power of the viral.
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PSY: Oppa Gangnam style.
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NARRATOR: Is unstoppable.
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PSY: I was like, Wow, wow,
wow, wow, wow, wow, wow.
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NARRATOR: Over the next hour,
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we'll get to the bottom
of the epidemic,
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tracking down the unlikely
pioneers and accidental
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celebrities who,
in just ten years,
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have brought world
culture to its knees.
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♪ [MUSIC] ♪
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Deep in the bowels of a
high security complex,
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a secret vault contains
billions of YouTube uploads.
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♪ [MUSIC] ♪
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It's the viral mother lode.
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♪ [MUSIC] ♪
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In one year YouTube amassed
over a trillion views.
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SCOOTER BRAUN: The amount of
video that gets uploaded
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every single day,
it's pretty wild.
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NARRATOR: We upload three
hundred hours of video
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every single minute.
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TODD WASSERMAN: If
it's not on YouTube,
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the video doesn't exist.
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NARRATOR: All the
uploads in a single day,
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would take nearly
fifty years to watch.
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TOM STANDAGE: The strangest
things end up being seen by
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millions of people and becoming
actually part of the culture.
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NARRATOR: Where did
this virus emerge?
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In a humble garage
in Silicon Valley,
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where three ex-PayPal
employees, Chad Hurley,
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Steve Chen and Jawed Karim
all in their 20s
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were kicking around ideas
for a new business.
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CHAD HURLEY: So this
is by, like, a user.
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This is a...
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NARRATOR: What they
came up with was simple
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make it easy to share
personal videos with friends.
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STEVE CHEN: May of 2005,
when we launched the site,
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we weren't really sure if
this was going to work.
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The lofty goals back then was
just to try to create a solution
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to more of a technical problem
about how to make it possible
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to share videos online.
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♪ [MUSIC] ♪
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NARRATOR: But months in,
the site has zero traffic,
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so they repositioned
themselves as a dating site,
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taking out ads on Craigslist
offering young women 20 dollars
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to upload a video bio.
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JAWED KARIM: Alright so here
we are on (UNINTELLIGIBLE).
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NARRATOR: Jawed shot 19 seconds
of himself at the San Diego Zoo.
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It's YouTube's first ever video.
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JAWED KARIM: The cool thing
about these guys is that
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they have really, really,
really long, trunks.
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STEVE CHEN: And that
was an utter failure.
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I mean, I don't think
anybody ever wanted it.
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It was just such a creepy
experience to have to upload
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a video bio of yourself and
upload it for the world to see.
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NARRATOR: When their
dating idea collapsed,
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the three guys went back
to the drawing board.
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They tweaked the technology so
that anyone could upload
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or share a video
with just one click.
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It was YouTube's
Big Bang moment.
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♪ [MUSIC] ♪
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Almost overnight, people
started to broadcast themselves
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to the world.
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♪ [MUSIC] ♪
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STEVE CHEN: Yeah, we never
thought that people were just
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gonna be uploading content and
just say, Here, the world,
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please come watch my content.
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JASON TANZ: If you see
something and you're amazed
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or you're touched
or you start crying,
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you wanna share that
experience with somebody else.
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♪ [MUSIC] ♪
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So suddenly you have all of this
traffic of these people
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trying to share these emotional
moments with one another
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and you have these
viral sensations.
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♪ [MUSIC] ♪
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MAN: Oh my God, it's a double
rainbow all the way across
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the sky.
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GIRL: Don't talk back to
Darth Vader. He'll get ya.
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♪ [MUSIC] ♪
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PROF. JONAH BERGER: I think it
really is that pure authenticity
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that drove sharing
of the early content.
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MAN: Kind of felt
good, didn't it?
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DAVID: Ah.
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Is this real life?
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MAN: Yeah, this is real life.
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DAVID: Ah!
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PROF. JONAH BERGER: Really
seemed like it captured
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a true moment, a true
experience that people wanted
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to share with others.
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HARRY DAVIES-CARR: Oooh! Ouch.
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NARRATOR: They were all
building up to this.
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HARRY DAVIES-CARR:
Ow! Ow, Charlie. Ow!
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NARRATOR: Charlie Bit My Finger
is one of the biggest viral
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videos in history.
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HARRY DAVIES-CARR:
Charlie that really hurt.
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NARRATOR: More people watched
Charlie bit my Finger
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than tuned in to watch
the moon landings.
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Not bad for a video that was
never supposed to be posted
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on YouTube in the first place.
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HOWARD DAVIES-CARR: I video when
Charlie bites Harry's finger,
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which I found quite funny, but
probably a few weeks later
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I came back, looked at
it and thought, Oh,
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that's probably worth sharing
with the boys' godfather
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in America.
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HARRY DAVIES-CARR:
Charlie that really hurt.
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NARRATOR: Now, a
world exclusive.
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We can reveal the untold story
behind the sweetest domestic
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assault in history.
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HOWARD DAVIES-CARR: On the day
of the video, what I was doing,
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again, is I was just videoing
the boys out in the garden,
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and there is a moment Charlie
gets in the car and Harry drives
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him into bushes and
leaves him there,
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which I thought at the time was
really quite a funny little,
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little clip. But when
Charlie then bites Harry,
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it sort of feels a little bit
like just desserts because
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he's got him back.
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(GIGGLES)
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NARRATOR: He posted
it on YouTube,
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expecting feedback
from one person.
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HARRY DAVIES-CARR:
Charlie bit me.
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NARRATOR: Instead, within ten
months it had been viewed
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eleven and a half million times.
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Everyone wants to know
what is his secret.
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HOWARD DAVIES-CARR: I think that
is the beauty of a viral video,
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there is no secret.
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If there was a secret, I would
have made a second, wouldn't I?
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NARRATOR: But some academics
who've studied virals disagree.
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PROF. JONAH BERGER: Some people
think that viral's just random,
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luck, chance that it's
like bottling lightening.
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But it's not.
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There's a science behind it.
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NARRATOR: A science that
was about to be exploited.
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♪ [MUSIC] ♪
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Even before Charlie Bit My
Finger had entered the culture,
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a video emerged of Brazilian
soccer star Ronaldinho.
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♪ [MUSIC] ♪
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What he does next is
almost unbelievable.
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JASON TANZ: So the Ronaldinho
video was one of YouTube's
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first big sensations,
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in part because it was
capturing something that seemed
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so super human, this
great soccer player kicking
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the ball off the cross beam of
the goal four times in a row.
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NARRATOR: The buzz wasn't about
Ronaldinho's ball skills,
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but whether or not
the video was real.
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JASON TANZ: There is something
a little bit suspicious
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about the golden box with the
Nikes in them that he opens,
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♪ [MUSIC] ♪
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And the way that it pulls back
so you can't really see
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the detail so well at the
most important moments.
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There was a lot of speculation
over whether it was real or fake
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00:08:03,680 --> 00:08:06,120
and debates that went on online.
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NARRATOR: The clip is the
first to reach a million hits
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before the creators are
soon exposed as Nike.
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TOM STANDAGE: And that made
lightbulbs come on all over
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the place, that actually there
was potential in YouTube
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and online video as an
advertising medium.
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NARRATOR: Nike had subverted
the home video viral
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and commercialized it.
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The next mutation would
be even more surprising.
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BREE: Well, I guess my
video blog is about me.
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My name is Bree, I'm 16. Ummm.
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I don't really wanna tell you
where I live because you could,
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like, stalk me.
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NARRATOR: On June 16th 2006, a
video appears on YouTube
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with the tagline Lonelygirl15.
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Within three months, the teenage
star would be the subject
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of a media frenzy, bringing
YouTube to mass attention.
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♪ [MUSIC] ♪
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JASON TANZ: Lonelygirl15
was this cute,
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really candid teenager.
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00:09:02,280 --> 00:09:03,880
She was sort of fighting
with her parents a lot
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and she was arguing
with her boyfriend
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and if you wrote
an email to her,
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00:09:07,160 --> 00:09:08,800
she would respond to you and
say, Thanks for the idea,
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00:09:08,840 --> 00:09:10,320
you know, here's
another thought,
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so people formed this really
personal connection to her.
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NARRATOR: Within three months,
over half a million viewers
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are tuning in for
Lonelygirl15's updates.
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The more eagle-eyed of them
began to notice that
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Bree's bedroom blog is just...
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JASON TANZ: It was just
a little too neat,
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you know, the edits were
a little bit too good,
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the music was
synced up too well.
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One fan went through and noted
all of the items in her bedroom
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were from Target, so there was
some conjecture that maybe
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this was some sort of
viral marketing.
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NARRATOR: Fans demand
answers from Bree.
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When she doesn't reply, an LA
Times reporter smells a scoop.
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RICHARD RUSHFIELD: It
was a great mystery,
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this girl hiding in
plain sight, as it were.
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00:09:57,200 --> 00:10:02,040
NARRATOR: He sets off to learn
the true identity of Lonelygirl
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00:10:02,080 --> 00:10:06,280
But no one was quite expecting
what he would uncover.
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00:10:06,320 --> 00:10:07,880
♪ [MUSIC] ♪
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00:10:07,920 --> 00:10:09,680
RICHARD RUSHFIELD: And that's
when we knew we had her.
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00:10:13,840 --> 00:10:17,960
NARRATOR: In the summer of 2006,
the viral video went mainstream
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as an online mystery turned
into a real world manhunt.
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00:10:21,880 --> 00:10:24,680
♪ [MUSIC] ♪
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The race was on to track down
the vlogger behind the latest
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00:10:27,600 --> 00:10:31,480
YouTube sensation, Lonelygirl15.
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BREE: Ok, so I'm kind of
in a blue mood again today.
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JASON TANZ: This was, like,
huge national news.
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00:10:37,920 --> 00:10:39,720
She wouldn't say
where she lived,
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00:10:39,760 --> 00:10:41,840
so there was this kind of
treasure hunt kind of aspect
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00:10:41,880 --> 00:10:43,120
to it.
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00:10:43,160 --> 00:10:44,720
BREE: I've been calling
my parents all day.
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NARRATOR: Gradually the videos
began to take the form
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00:10:47,440 --> 00:10:50,280
of a thriller, with a plot
almost as intriguing
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00:10:50,320 --> 00:10:52,560
as Lonelygirl herself.
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RICHARD RUSHFIELD: It
was a great mystery.
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No-one knew who she was
and no-one could find her.
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Let's find who this girl is.
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00:10:59,200 --> 00:11:00,240
BREE: What are they doing?
239
00:11:00,280 --> 00:11:01,880
♪ [MUSIC] ♪
240
00:11:01,920 --> 00:11:04,320
RICHARD RUSHFIELD: There was a
botanist who analyzed the flora
241
00:11:04,360 --> 00:11:06,880
and the fauna in the video and
said it could only appear
242
00:11:06,920 --> 00:11:10,360
in this one little portion
of Northern California.
243
00:11:10,400 --> 00:11:11,960
NARRATOR: But where?
244
00:11:12,000 --> 00:11:14,960
After ten fruitless weeks, the
reporter and colleagues launched
245
00:11:15,000 --> 00:11:18,360
an audacious sting to out
Lonelygirl15
246
00:11:18,400 --> 00:11:20,000
using an email tracker.
247
00:11:21,800 --> 00:11:24,480
RICHARD RUSHFIELD: In those,
days when you sent a message
248
00:11:24,520 --> 00:11:27,600
through MySpace, you could
implant a tracking code
249
00:11:27,640 --> 00:11:32,880
that allowed you to see where
that message had been opened.
250
00:11:32,920 --> 00:11:35,040
We set up a lot of fake
accounts pretending to be fans
251
00:11:35,080 --> 00:11:40,280
of Lonelygirl and sent messages
to her MySpace page
252
00:11:40,320 --> 00:11:41,840
and it was opened
in a server belonging
253
00:11:41,880 --> 00:11:43,560
to the Creative Artists' Agency,
254
00:11:43,600 --> 00:11:46,160
♪ [MUSIC] ♪
255
00:11:46,200 --> 00:11:48,000
and that's when
we knew we had her.
256
00:11:48,920 --> 00:11:51,400
NARRATOR: The Creative Artists'
Agency represents actors,
257
00:11:51,440 --> 00:11:53,520
writers and directors.
258
00:11:53,560 --> 00:11:55,480
When Richard confronts
them with the evidence,
259
00:11:55,520 --> 00:11:57,760
the real Bree comes forward.
260
00:11:57,800 --> 00:12:00,680
19 year old actress,
Jessica Rose.
261
00:12:00,720 --> 00:12:03,560
BROADCASTER: Millions believed
in her, but it was all an act.
262
00:12:03,600 --> 00:12:07,160
Now for the first time, meet
the girl behind Lonelygirl
263
00:12:07,200 --> 00:12:09,840
and the men who pulled
the strings.
264
00:12:09,880 --> 00:12:11,800
MILES BECKETT: So the idea
was we're gonna build
265
00:12:11,840 --> 00:12:14,800
a huge audience, we're
gonna make them committed
266
00:12:14,840 --> 00:12:17,200
and passionate about this
character and the storyline.
267
00:12:17,240 --> 00:12:18,480
DIRECTOR: Cut.
268
00:12:18,520 --> 00:12:19,600
MILES BECKETT: she's gonna run
away from home
269
00:12:19,640 --> 00:12:21,240
and then we're gonna
release a DVD
270
00:12:21,280 --> 00:12:23,320
that will be an independent
feature film
271
00:12:23,360 --> 00:12:25,560
about the story of a group of
fans on YouTube
272
00:12:25,600 --> 00:12:27,920
trying to find this girl
who's vanished.
273
00:12:27,960 --> 00:12:29,400
NARRATOR: The movie
never happened,
274
00:12:29,440 --> 00:12:32,280
but Lonelygirl continued
online for two years.
275
00:12:32,320 --> 00:12:34,400
BREE: I now see the world from
a completely different point
276
00:12:34,440 --> 00:12:36,280
of view from when I was four.
277
00:12:36,320 --> 00:12:38,000
♪ [MUSIC] ♪
278
00:12:38,040 --> 00:12:40,480
NARRATOR: The YouTube viral
video was evolving at faster
279
00:12:40,520 --> 00:12:43,480
and faster rates.
280
00:12:43,520 --> 00:12:46,240
But some videos were more
infectious than others,
281
00:12:47,960 --> 00:12:50,720
inspiring viewers
not just to watch,
282
00:12:50,760 --> 00:12:53,160
but to make a
version of their own.
283
00:12:54,120 --> 00:12:56,880
One of the first videos to have
this effect was created
284
00:12:56,920 --> 00:13:00,280
by an unlikely pair of
backyard chemists.
285
00:13:00,320 --> 00:13:02,560
FRITZ GROBE: My name is Fritz
and I had 20 years working
286
00:13:02,600 --> 00:13:04,240
as a professional juggler.
287
00:13:04,280 --> 00:13:06,080
STEPHEN VOLTZ: My name's
Steven and I had 20 years
288
00:13:06,120 --> 00:13:07,840
as a trial lawyer,
289
00:13:07,880 --> 00:13:09,960
but a friend of ours
told us about this
290
00:13:10,000 --> 00:13:11,480
Coke and Mentos experiment.
291
00:13:11,520 --> 00:13:13,400
He asked me, have you ever
heard about this crazy thing?
292
00:13:13,440 --> 00:13:16,040
You drop Mentos into the Diet
Coke and something happens.
293
00:13:18,040 --> 00:13:20,200
FRITZ GROBE: And so Stephen
came to visit me and said,
294
00:13:20,240 --> 00:13:21,360
we gotta try this.
295
00:13:21,400 --> 00:13:23,120
♪ [MUSIC] ♪
296
00:13:23,160 --> 00:13:25,640
So we went out into the
backyard, like a lot of people,
297
00:13:25,680 --> 00:13:28,240
dropped a handful of Mentos
into a bottle of Coke.
298
00:13:30,400 --> 00:13:32,280
Oh, this is awesome.
299
00:13:32,320 --> 00:13:33,360
STEPHEN VOLTZ: That's
how it started.
300
00:13:33,400 --> 00:13:35,760
♪ [MUSIC] ♪
301
00:13:35,800 --> 00:13:39,080
NARRATOR: On June 3 2006,
Stephen and Fritz posted
302
00:13:39,120 --> 00:13:42,360
their own Coke and Mentos
display online,
303
00:13:42,400 --> 00:13:46,120
an epic 101 bottle tribute
to the Bellagio fountain
304
00:13:46,160 --> 00:13:48,680
in Las Vegas.
305
00:13:48,720 --> 00:13:50,040
FRITZ GROBE: When we first
put our video online,
306
00:13:50,080 --> 00:13:51,800
it was a Saturday
morning in June.
307
00:13:51,840 --> 00:13:55,000
We told exactly one person.
308
00:13:55,040 --> 00:13:56,320
♪ [MUSIC] ♪
309
00:13:56,360 --> 00:13:57,840
STEPHEN VOLTZ: The next
day we'd 14,000 views
310
00:13:57,880 --> 00:14:00,280
and by next afternoon had
hundreds of thousands.
311
00:14:00,320 --> 00:14:02,560
FRITZ GROBE: All from telling,
FRITZ/STEPHEN: One person.
312
00:14:03,880 --> 00:14:07,320
NARRATOR: By the end of 2006,
their Coke and Mentos spectacle
313
00:14:07,360 --> 00:14:13,360
had turned into a YouTube mega
viral with 12.5 million views.
314
00:14:13,400 --> 00:14:14,960
♪ [MUSIC] ♪
315
00:14:15,000 --> 00:14:17,480
And something about it made
people want to make Coke Mentos
316
00:14:17,520 --> 00:14:19,360
videos of their own.
317
00:14:19,400 --> 00:14:23,720
♪ [MUSIC] ♪
318
00:14:23,760 --> 00:14:25,480
TOM STANDAGE: Diet Coke and
Mentos, what a fantastic meme.
319
00:14:25,520 --> 00:14:27,400
MAN: I can put the
Mentos in your mouth,
320
00:14:27,440 --> 00:14:28,960
TOM STANDAGE: I've
done it myself,
321
00:14:29,000 --> 00:14:30,640
I've made my own film of it,
I've put it on YouTube, in fact.
322
00:14:30,680 --> 00:14:32,240
It's great, it works
on so many levels.
323
00:14:32,280 --> 00:14:34,080
On the one hand, it's sort
of a science experiment
324
00:14:34,120 --> 00:14:36,480
you see it and you go, really?
Does that really work?
325
00:14:36,520 --> 00:14:38,960
♪ [MUSIC] ♪
326
00:14:39,000 --> 00:14:41,560
MAN: Dear God.
327
00:14:41,600 --> 00:14:43,280
Ughhh... All right.
328
00:14:43,320 --> 00:14:47,560
I think this is
not going so well.
329
00:14:47,600 --> 00:14:49,160
NARRATOR: Stephen and Fritz
have their own theory
330
00:14:49,200 --> 00:14:51,240
for its viral success.
331
00:14:51,280 --> 00:14:53,520
FRITZ GROBE: Everyone's
favorite moment on our video,
332
00:14:53,560 --> 00:14:57,320
they always say it's, that's
that moment of humanity
333
00:14:57,360 --> 00:14:58,960
that you can really
connect with.
334
00:14:59,000 --> 00:15:01,720
That's what helps make
it extra contagious.
335
00:15:01,760 --> 00:15:04,560
NARRATOR: The contagion boosted
global sales of Diet Coke
336
00:15:04,600 --> 00:15:10,440
by five per cent;
Mentos, 15 per cent.
337
00:15:10,480 --> 00:15:14,080
Silicon Valley's giants took
notice of YouTube's
338
00:15:14,120 --> 00:15:15,400
growing power.
339
00:15:16,560 --> 00:15:19,400
Meanwhile the explosion of video
content meant that YouTube's
340
00:15:19,440 --> 00:15:22,760
servers were sent
into virtual meltdown.
341
00:15:22,800 --> 00:15:25,000
STEVE CHEN: And there were
times where we were hours away
342
00:15:25,040 --> 00:15:27,240
from running out of hard
drive space,
343
00:15:27,280 --> 00:15:29,560
storage space and we
just overall,
344
00:15:29,600 --> 00:15:32,200
we couldn't take anymore videos.
345
00:15:32,240 --> 00:15:34,240
There was, like,
four hours left.
346
00:15:34,280 --> 00:15:38,080
I didn't think it was going
to blow up that quickly.
347
00:15:38,120 --> 00:15:40,360
I mean, it was a good thing, but
it was my credit card
348
00:15:40,400 --> 00:15:42,320
that was getting blown up
as well.
349
00:15:42,360 --> 00:15:46,160
NARRATOR: YouTube needed
a bigger home, fast.
350
00:15:46,200 --> 00:15:49,080
NEWS ANCHOR: YouTube, a
website that didn't even exist
351
00:15:49,120 --> 00:15:50,600
two years ago,
352
00:15:50,640 --> 00:15:55,600
was purchased today by Google
for 1.65 billion dollars.
353
00:15:55,640 --> 00:15:56,760
♪ [MUSIC] ♪
354
00:15:56,800 --> 00:15:59,000
[LAUGHING]
355
00:15:59,040 --> 00:16:00,560
MAN: I don't know.
356
00:16:00,600 --> 00:16:01,920
TOM STANDAGE: The acquisition of
YouTube by Google was one of
357
00:16:01,960 --> 00:16:03,720
the best deals in the
history of the world.
358
00:16:03,760 --> 00:16:07,600
The estimated value of
YouTube now is something like
359
00:16:07,640 --> 00:16:08,800
70 or 80 billion.
360
00:16:08,840 --> 00:16:10,440
[LAUGHING]
361
00:16:10,480 --> 00:16:12,360
STEVE CHEN/CHAD EVANS: The king
of servers and the king of video
362
00:16:12,400 --> 00:16:14,440
have gotten together. We're
gonna have it our way.
363
00:16:14,480 --> 00:16:17,960
NARRATOR: YouTube now had the
resources of a major player.
364
00:16:18,000 --> 00:16:20,360
♪ [MUSIC] ♪
365
00:16:20,400 --> 00:16:24,880
The viral video was about to
take off in a whole new way.
366
00:16:24,920 --> 00:16:29,760
♪ [MUSIC] ♪
367
00:16:29,800 --> 00:16:31,360
SCOOTER BRAUN: I was looking
for the right person
368
00:16:31,400 --> 00:16:32,720
who could do it.
369
00:16:32,760 --> 00:16:35,720
I was looking for that
star who was truly a star.
370
00:16:35,760 --> 00:16:38,600
NARRATOR: Scooter Braun was
an ambitious music exec
371
00:16:38,640 --> 00:16:41,600
who recognized YouTube's
potential early on.
372
00:16:41,640 --> 00:16:44,760
JUSTIN BIEBER: ♪ I will sing
my song 'til I go mad, ♪
373
00:16:44,800 --> 00:16:46,240
♪ you're my girl. ♪
374
00:16:46,280 --> 00:16:48,320
♪ I'm gonna tell it to
the whole wide world. ♪
375
00:16:48,360 --> 00:16:51,800
NARRATOR: On YouTube, Scooter
found a 13 year old Canadian kid
376
00:16:51,840 --> 00:16:56,000
who'd posted a video of himself
performing in a talent contest.
377
00:16:56,040 --> 00:16:58,960
He first tried to launch
him with the record labels.
378
00:16:59,000 --> 00:17:00,600
SCOOTER BRAUN: Everyone said no.
379
00:17:00,640 --> 00:17:03,920
Everyone said no because they
said it was kids on YouTube,
380
00:17:03,960 --> 00:17:07,480
you can't monetize this, so
the only way to make people
381
00:17:07,520 --> 00:17:12,360
understand was to not care
about the gatekeepers any more,
382
00:17:12,400 --> 00:17:15,440
not care about the suits
and care about the people.
383
00:17:15,480 --> 00:17:18,800
JUSTIN BIEBER: ♪ This is what I
found. Nobody wants to be, ♪
384
00:17:18,840 --> 00:17:20,680
NARRATOR: So Scooter turned
back to YouTube
385
00:17:20,720 --> 00:17:23,120
and devised strategies
for building Bieber
386
00:17:23,160 --> 00:17:24,360
a cult following.
387
00:17:24,400 --> 00:17:25,840
JUSTIN BIEBER: You gonna
sing with me or what?
388
00:17:25,880 --> 00:17:28,080
SCOOTER BRAUN: One of
the tricks that I used,
389
00:17:28,120 --> 00:17:32,080
that I've actually never
talked about in any interview,
390
00:17:32,120 --> 00:17:34,680
is that I never let
him introduce himself.
391
00:17:34,720 --> 00:17:38,040
♪ [MUSIC] ♪
392
00:17:38,080 --> 00:17:41,360
The reason I did that is because
when you watch a video
393
00:17:41,400 --> 00:17:43,200
when someone doesn't
introduce themselves
394
00:17:43,240 --> 00:17:45,400
and the video's extraordinary,
395
00:17:45,440 --> 00:17:47,160
you feel like you're
getting to see something
396
00:17:47,200 --> 00:17:49,880
you're not supposed to
see, it's more exciting,
397
00:17:49,920 --> 00:17:52,760
and that was one of the tricks
that I felt worked for us
398
00:17:52,800 --> 00:17:54,920
and made those views
even bigger and bigger.
399
00:17:54,960 --> 00:17:56,880
♪ [MUSIC] ♪
400
00:17:56,920 --> 00:18:00,280
NARRATOR: Then the time came to
test Bieber's online popularity
401
00:18:00,320 --> 00:18:01,520
in the real world.
402
00:18:01,560 --> 00:18:02,960
♪ [MUSIC] ♪
403
00:18:03,000 --> 00:18:05,280
Neither Scooter nor the
music industry predicted
404
00:18:05,320 --> 00:18:08,400
how it was about to
change everything.
405
00:18:08,440 --> 00:18:11,120
SCOOTER BRAUN: I announced with
social media that he was going
406
00:18:11,160 --> 00:18:14,160
to do an acoustic performance
and sign autographs
407
00:18:14,200 --> 00:18:17,800
in front of the Universal
Music building in London.
408
00:18:17,840 --> 00:18:19,120
JUSTIN BIEBER: If you
guys don't wanna stop me,
409
00:18:19,160 --> 00:18:23,080
you have to sing along
(UNINTELLIGIBLE) my time.
410
00:18:23,120 --> 00:18:25,320
SCOOTER BRAUN: He played his
guitar and the whole crowd
411
00:18:25,360 --> 00:18:27,880
was singing all the
words at one time.
412
00:18:27,920 --> 00:18:30,400
♪ [MUSIC] ♪
413
00:18:30,440 --> 00:18:33,000
JUSTIN BIEBER/CROWD MEMBERS:
♪ My one love, my one heart, ♪
414
00:18:33,040 --> 00:18:34,600
SCOOTER BRAUN: Everyone at
the label was looking out
415
00:18:34,640 --> 00:18:37,160
of their widows just in complete
shock because no-one had ever
416
00:18:37,200 --> 00:18:40,360
pulled a crowd that big.
417
00:18:40,400 --> 00:18:43,080
He didn't even have
a song out there,
418
00:18:43,120 --> 00:18:47,160
and that's when I knew
that it was working,
419
00:18:47,200 --> 00:18:48,280
JUSTIN BIEBER: It was crazy.
420
00:18:48,320 --> 00:18:50,000
There's a lot of
girls, as you can see.
421
00:18:50,040 --> 00:18:51,240
SCOOTER BRAUN: It's
because of YouTube.
422
00:18:51,280 --> 00:18:52,760
MAN: Oh, here we go.
423
00:18:52,800 --> 00:18:55,520
Justin Bieber was the thesis
statement of taking a person
424
00:18:55,560 --> 00:18:57,560
from YouTube and using
YouTube as a platform
425
00:18:57,600 --> 00:19:00,640
and building it into
a worldwide star.
426
00:19:00,680 --> 00:19:04,360
He was the first true social
media worldwide phenomenon
427
00:19:04,400 --> 00:19:08,080
and YouTube was the platform
I chose to make that happen.
428
00:19:08,120 --> 00:19:11,400
YouTube has completely
changed the music industry
429
00:19:11,440 --> 00:19:13,800
on how we discover and how
we promote things.
430
00:19:13,840 --> 00:19:16,280
If you go to a record
label now and you say,
431
00:19:16,320 --> 00:19:17,800
Hey I have this new
artist, they say, Well,
432
00:19:17,840 --> 00:19:19,600
can you send me a
YouTube, you know, clip?
433
00:19:19,640 --> 00:19:21,480
And how many views does it have?
434
00:19:21,520 --> 00:19:23,960
Gatekeepers are meaning
less and less and less
435
00:19:24,000 --> 00:19:28,600
and the people mean more
and more and more and that,
436
00:19:28,640 --> 00:19:30,280
it's democracy.
437
00:19:31,240 --> 00:19:33,600
NARRATOR: Scooter had
created YouTube's first ever
438
00:19:33,640 --> 00:19:35,920
global superstar,
439
00:19:35,960 --> 00:19:39,280
but no-one could have seen the
epidemic heading our way.
440
00:19:39,320 --> 00:19:43,920
PSY: My biggest regret of
entire my life was making
441
00:19:43,960 --> 00:19:45,600
that horse dance move.
442
00:19:47,640 --> 00:19:49,080
PSY: Oppa Gangnam Style.
443
00:19:49,480 --> 00:19:52,160
JUSTIN BIEBER: ♪ This is what I
found. Nobody ever, ♪
444
00:19:52,200 --> 00:19:54,040
NARRATOR: Within
years of its launch,
445
00:19:54,080 --> 00:19:56,960
YouTube made it possible to
almost instantly transform
446
00:19:57,000 --> 00:19:59,400
budding pop stars into
global celebrities.
447
00:19:59,440 --> 00:20:02,040
♪ [MUSIC] ♪
448
00:20:02,080 --> 00:20:05,600
The next superstar could be
anyone and, as it turns out,
449
00:20:05,640 --> 00:20:06,920
from anywhere.
450
00:20:06,960 --> 00:20:08,200
♪ [MUSIC] ♪
451
00:20:08,240 --> 00:20:10,440
PSY: ♪ [MUSIC] ♪
452
00:20:10,480 --> 00:20:14,160
NARRATOR: Psy was a South Korean
pop star barely known outside
453
00:20:14,200 --> 00:20:19,240
of his country, but with over
10 hit singles to his name.
454
00:20:19,280 --> 00:20:21,760
PSY: My previous songs
and previous dance moves
455
00:20:21,800 --> 00:20:25,680
and previous video, all of
them were, like, similar.
456
00:20:25,720 --> 00:20:34,440
PSY: ♪ [MUSIC] ♪
457
00:20:34,480 --> 00:20:37,320
NARRATOR: Then, in 2012,
he wrote a song poking fun
458
00:20:37,360 --> 00:20:38,920
at his swanky neighborhood,
459
00:20:38,960 --> 00:20:40,720
Gangnam,
460
00:20:40,760 --> 00:20:44,960
and threw his energy into
creating a new dance move.
461
00:20:45,000 --> 00:20:48,240
PSY: Gangnam is a name
of district in Korea.
462
00:20:48,280 --> 00:20:52,400
You might think the district as
some sort of Beverly Hills type,
463
00:20:52,440 --> 00:20:55,760
hot end, wealthy area.
464
00:20:55,800 --> 00:21:00,680
I have my own choreograph teams
in Korea and we were focused
465
00:21:00,720 --> 00:21:03,080
on making a new move
for the new song.
466
00:21:03,120 --> 00:21:06,440
We literally tried
everything on the universe,
467
00:21:06,480 --> 00:21:11,320
not just horse but every animal,
every creatures on the universe.
468
00:21:11,360 --> 00:21:13,760
PSY: ♪ [MUSIC] ♪
469
00:21:13,800 --> 00:21:17,080
NARRATOR: PSY finally settled on
an equine dance and made a video
470
00:21:17,120 --> 00:21:20,280
intended only for
Korean broadcast.
471
00:21:20,320 --> 00:21:25,200
PSY: I was not friendly with
internet things at all,
472
00:21:25,240 --> 00:21:29,840
so I didn't do Twitter
and I didn't do Facebook
473
00:21:29,880 --> 00:21:32,800
and I honestly didn't
know that much about
474
00:21:32,840 --> 00:21:35,720
YouTube before Gangnam Style.
475
00:21:35,760 --> 00:21:37,520
NARRATOR: But one of his
team persuaded him to post
476
00:21:37,560 --> 00:21:39,720
the new video onto YouTube.
477
00:21:39,760 --> 00:21:42,480
Two weeks later, he gets a call
from a major player
478
00:21:42,520 --> 00:21:43,760
in the music business.
479
00:21:43,800 --> 00:21:46,120
♪ [MUSIC] ♪
480
00:21:46,160 --> 00:21:48,160
SCOOTER BRAUN: My buddy sent
me a video that had 100,000
481
00:21:48,200 --> 00:21:50,560
views out of Korea and I
said, I can make this huge.
482
00:21:50,600 --> 00:21:51,840
He goes, you want him
to do it in English?
483
00:21:51,880 --> 00:21:54,360
I said, No, I want him
to keep it in Korean,
484
00:21:54,400 --> 00:21:57,000
and two weeks later I'm talking
with his translator
485
00:21:57,040 --> 00:21:59,640
explaining that I wanna
keep it in Korean.
486
00:21:59,680 --> 00:22:02,040
PSY, he looks at me,
looks at his translator,
487
00:22:02,080 --> 00:22:04,800
looks at me again and goes,
If you come drinking with me
488
00:22:04,840 --> 00:22:07,600
in Korea Town tonight,
I'll do this deal,
489
00:22:07,640 --> 00:22:09,800
and I looked at him and I
said, You speak English?
490
00:22:09,840 --> 00:22:12,160
And he goes, I went to Berkeley.
491
00:22:12,200 --> 00:22:13,920
SCOOTER BRAUN: To Psy.
492
00:22:13,960 --> 00:22:15,120
To Korea.
493
00:22:15,160 --> 00:22:18,080
To breaking down barriers.
To the future.
494
00:22:18,120 --> 00:22:18,960
PSY: Thanks a lot.
495
00:22:19,000 --> 00:22:20,760
♪ [MUSIC] ♪
496
00:22:20,800 --> 00:22:22,520
NARRATOR: Scooter and his
team used their network
497
00:22:22,560 --> 00:22:25,640
to help spread Gangnam
Style fever in the West.
498
00:22:25,680 --> 00:22:27,720
[CLAPPING]
499
00:22:27,760 --> 00:22:29,760
♪ [MUSIC] ♪
500
00:22:29,800 --> 00:22:33,000
PSY: A lot of worldwide
celebrities started to tweet
501
00:22:33,040 --> 00:22:39,160
my video - Britney Spears,
Robbie Williams, Tom Cruise.
502
00:22:39,200 --> 00:22:42,640
People told me, like,
your song became, like,
503
00:22:42,680 --> 00:22:46,800
trending off the Twitter,
and I was like, Trending?
504
00:22:46,840 --> 00:22:48,440
What is trending?
(LAUGHS)
505
00:22:48,480 --> 00:22:50,120
♪ [MUSIC] ♪
506
00:22:50,160 --> 00:22:55,320
PSY: There were a lot of people
eager to learn the dance moves.
507
00:22:55,360 --> 00:22:56,880
NARRATOR: It seemed
no one was immune
508
00:22:56,920 --> 00:22:58,600
from the Gangnam infection,
509
00:22:58,640 --> 00:23:02,040
not even the Secretary
General of the United Nations.
510
00:23:03,720 --> 00:23:07,120
PSY: He became the second famous
Korean in the universe
511
00:23:07,160 --> 00:23:08,440
right now.
512
00:23:08,480 --> 00:23:11,200
NARRATOR: And it triggered
countless copycats.
513
00:23:11,240 --> 00:23:12,000
PROF. JONAH BERGER: I
think it was really
514
00:23:12,040 --> 00:23:13,320
a cultural phenomenon.
515
00:23:13,360 --> 00:23:15,360
What he was doing was
crazy, it was surprising,
516
00:23:15,400 --> 00:23:16,920
and so they shared it with
other people 'cause
517
00:23:16,960 --> 00:23:18,800
they couldn't believe
what was happening.
518
00:23:18,840 --> 00:23:22,960
PSY: Like, once it exploded, you
know, like, huge, I was, like,
519
00:23:23,000 --> 00:23:26,000
surprised literally every day
and every moment, like, Wow,
520
00:23:26,040 --> 00:23:28,320
wow, wow, wow,
wow, wow, wow, wow.
521
00:23:28,360 --> 00:23:29,960
BRENDAN GAHAN: Nothing
draws a crowd like a crowd.
522
00:23:30,000 --> 00:23:32,880
A few people share it and then
they see their friends share it
523
00:23:32,920 --> 00:23:35,240
and they don't wanna be left
out, so next thing you know,
524
00:23:35,280 --> 00:23:38,000
they start sharing it and
it becomes this snowball.
525
00:23:38,040 --> 00:23:40,560
KEVIN ALLOCCA: We watched as
this video spread from Korea
526
00:23:40,600 --> 00:23:44,480
to the United States to
South America to Europe.
527
00:23:44,520 --> 00:23:46,520
NARRATOR: As Gangnam style
continues to rack up
528
00:23:46,560 --> 00:23:49,320
one million views per day,
529
00:23:49,360 --> 00:23:52,200
will Psy always be
living in its shadow?
530
00:23:52,240 --> 00:23:53,840
♪ [MUSIC] ♪
531
00:23:53,880 --> 00:23:57,520
PSY: My biggest regret
of entire my life
532
00:23:57,560 --> 00:24:01,440
was making that horse dance
move, you know?
533
00:24:01,480 --> 00:24:02,600
I cannot top it.
534
00:24:02,640 --> 00:24:04,880
I cannot top it, you know?
535
00:24:04,920 --> 00:24:07,840
SCOOTER BRAUN: We came up with
a game plan and that video now
536
00:24:07,880 --> 00:24:10,280
is the most watched video in
the history of the internet.
537
00:24:10,320 --> 00:24:15,000
NARRATOR: Gangnam Style has now
been watched 2.3 billion times.
538
00:24:15,040 --> 00:24:17,320
That's the equivalent
of everyone in China,
539
00:24:17,360 --> 00:24:20,200
Europe and America combined.
540
00:24:20,240 --> 00:24:21,320
TODD WASSERMAN: It's incredible.
541
00:24:21,360 --> 00:24:22,880
It's like being
struck by lightning,
542
00:24:22,920 --> 00:24:24,080
something that happened and I
don't think will ever happen
543
00:24:24,120 --> 00:24:25,520
again on that scale.
544
00:24:25,560 --> 00:24:27,600
PSY: ♪ Korean
what I'm saying ♪
545
00:24:27,640 --> 00:24:29,560
SCOOTER BRAUN: He gave a little
bit of happiness to everyone
546
00:24:29,600 --> 00:24:31,520
and music has always done that.
547
00:24:31,560 --> 00:24:37,520
The difference is now a
slightly overweight - sorry, Psy
548
00:24:37,560 --> 00:24:41,400
man from Korea can make
a dance and a song
549
00:24:41,440 --> 00:24:45,000
and an incredible piece of
content with that video,
550
00:24:45,040 --> 00:24:48,360
put it online and the entire
world can enjoy it
551
00:24:48,400 --> 00:24:49,840
within seconds.
552
00:24:49,880 --> 00:24:51,520
That was never possible before.
553
00:24:51,560 --> 00:24:53,800
NARRATOR: Gangnam Style showed
that YouTube now reached
554
00:24:53,840 --> 00:24:56,680
a global population
like nothing else.
555
00:24:56,720 --> 00:25:01,160
Soon, it wasn't only pop
stars harnessing their power.
556
00:25:01,200 --> 00:25:03,360
BARACK OBAMA: Yes we can.
[CROWD CHEERING]
557
00:25:03,400 --> 00:25:04,720
Yes we can.
558
00:25:06,960 --> 00:25:08,440
NARRATOR: And for
better or worse,
559
00:25:08,480 --> 00:25:12,360
YouTube became the
propaganda tool of our time.
560
00:25:15,240 --> 00:25:18,880
In 2008, one visionary
recognized the internet's
561
00:25:18,920 --> 00:25:22,280
ability to reach a new audience.
562
00:25:22,320 --> 00:25:25,080
But did YouTube help
elect an outsider
563
00:25:25,120 --> 00:25:27,120
as President of the United
States?
564
00:25:33,040 --> 00:25:36,600
In 2007, Barack Obama was up
against the well-financed
565
00:25:36,640 --> 00:25:39,240
Hillary Clinton in the
Democratic Presidential
566
00:25:39,280 --> 00:25:40,880
nomination.
567
00:25:40,920 --> 00:25:43,320
JOE ROSPARS: Hilary Clinton had
most of the party establishment
568
00:25:43,360 --> 00:25:47,160
behind her and so the only path
for Obama was to build a big
569
00:25:47,200 --> 00:25:50,200
national grassroots
movement from scratch.
570
00:25:50,240 --> 00:25:54,600
NARRATOR: Joe Rospars was a
new breed of strategist
571
00:25:54,640 --> 00:25:57,240
employed to head up Obama's
social media campaign,
572
00:25:57,280 --> 00:26:00,200
starting with
Obama's own website.
573
00:26:00,240 --> 00:26:03,760
BARACK OBAMA: I hope that you
use this website as a tool
574
00:26:03,800 --> 00:26:08,480
to organize your friends, your
neighbors and your networks.
575
00:26:08,520 --> 00:26:11,200
We can do a different
kind of campaign.
576
00:26:11,240 --> 00:26:14,680
Here's the thing, it can only
happen if you get involved.
577
00:26:14,720 --> 00:26:16,280
JOE ROSPARS: We wanted them to
forward along our content
578
00:26:16,320 --> 00:26:19,200
from YouTube, we wanted them to
make phone calls from home,
579
00:26:19,240 --> 00:26:20,840
we wanted them to
knock on doors,
580
00:26:20,880 --> 00:26:22,800
we wanted them to chip in five
and ten dollars here and there.
581
00:26:22,840 --> 00:26:25,800
That was the nature of
the grassroots activity.
582
00:26:25,840 --> 00:26:27,360
CROWD (CHANTING): Obama. Obama.
Obama. Obama. Obama.
583
00:26:27,400 --> 00:26:29,880
NARRATOR: A video of one of his
speeches posted on YouTube
584
00:26:29,920 --> 00:26:32,680
went viral and so too...
BARACK OBAMA: Thank you!
585
00:26:32,720 --> 00:26:34,800
NARRATOR: ...did his campaign.
BARACK OBAMA: Yes we can.
586
00:26:34,840 --> 00:26:36,960
♪ [MUSIC] ♪
587
00:26:37,000 --> 00:26:39,120
JOE ROSPARS: The Yes We Can
video actually went viral
588
00:26:39,160 --> 00:26:41,640
over the weekend.
589
00:26:41,680 --> 00:26:43,360
We didn't make the video.
590
00:26:43,400 --> 00:26:45,920
That was something that
supporters made and then
591
00:26:45,960 --> 00:26:49,040
posted to YouTube which
ultimately allowed it to spread.
592
00:26:49,080 --> 00:26:51,720
BARACK OBAMA: We will begin
the next great chapter
593
00:26:51,760 --> 00:26:55,680
in the American story with three
words that will ring,
594
00:26:55,720 --> 00:26:56,720
JASON TANZ: If you hit
the right emotional notes,
595
00:26:56,760 --> 00:26:58,480
this stuff can go everywhere.
596
00:26:58,520 --> 00:27:01,320
You're not dependent
upon the media
597
00:27:01,360 --> 00:27:04,280
to define your message for you.
598
00:27:04,320 --> 00:27:07,200
NARRATOR: But just as YouTube
was inching Obama ever closer
599
00:27:07,240 --> 00:27:12,040
to the White House,
his rivals hit back,
600
00:27:12,080 --> 00:27:14,360
questioning Obama's track
record on the subject
601
00:27:14,400 --> 00:27:16,320
of race politics...
602
00:27:18,720 --> 00:27:22,160
threatening to split
his support in half.
603
00:27:22,200 --> 00:27:23,600
JASON TANZ: This was kind
of a cliff hanger moment
604
00:27:23,640 --> 00:27:24,760
for the election, you know,
605
00:27:24,800 --> 00:27:26,240
was this going to sink
this candidate?
606
00:27:26,280 --> 00:27:27,560
How would he respond?
607
00:27:27,600 --> 00:27:29,240
And there was a lot of
build up to the speech.
608
00:27:29,280 --> 00:27:33,960
BARACK OBAMA: Against all
predictions to the contrary,
609
00:27:34,000 --> 00:27:36,760
we saw how hungry the American
people were for this message
610
00:27:36,800 --> 00:27:38,760
of unity.
611
00:27:38,800 --> 00:27:41,760
Despite the temptation
to view my candidacy through
612
00:27:41,800 --> 00:27:44,400
a purely racial lens...
613
00:27:44,440 --> 00:27:48,800
NARRATOR: Obama's race speech
was hailed as a game changer.
614
00:27:48,840 --> 00:27:51,520
Uploaded onto YouTube,
it snowballed,
615
00:27:51,560 --> 00:27:56,800
getting 1.6 million
views in 48 hours.
616
00:27:56,840 --> 00:27:58,240
JASON TANZ: He really did
knock it out of the park.
617
00:27:58,280 --> 00:28:00,800
Even his critics sort
of admitted this.
618
00:28:00,840 --> 00:28:02,440
NARRATOR: Fueled
by this success,
619
00:28:02,480 --> 00:28:06,720
Obama's team posted over 2,000
YouTube clips during his march
620
00:28:06,760 --> 00:28:07,800
to the White House.
621
00:28:07,840 --> 00:28:09,680
♪ [MUSIC] ♪
622
00:28:09,720 --> 00:28:12,760
It raised Obama's profile
across the nation.
623
00:28:12,800 --> 00:28:14,680
♪ [MUSIC] ♪
624
00:28:14,720 --> 00:28:16,760
OBAMA GIRL: Hey, B, it's me,
625
00:28:16,800 --> 00:28:19,360
NARRATOR: At the same time,
Obama fans were getting in
626
00:28:19,400 --> 00:28:24,000
on the act, posting their own
campaign messages online.
627
00:28:24,040 --> 00:28:27,320
OBAMA GIRL: ♪ 'Cause I
got a crush on Obama, ♪
628
00:28:27,360 --> 00:28:30,120
♪ I cannot wait 'til
2008 (Barack Obama), ♪
629
00:28:30,160 --> 00:28:33,320
NARRATOR: Obama Girl was a
huge viral video of the time,
630
00:28:33,360 --> 00:28:35,880
scoring over 26 million hits.
631
00:28:35,920 --> 00:28:37,640
OBAMA GIRL: ♪ Or Hillary in
debate, won't you big up your. ♪
632
00:28:37,680 --> 00:28:39,040
BARACK OBAMA:
I went on YouTube once,
633
00:28:39,080 --> 00:28:42,760
I don't go real often, just
to see what was being
634
00:28:42,800 --> 00:28:44,720
sort of generated under my name.
635
00:28:44,760 --> 00:28:47,040
Some of them were pretty
creative and there's some
636
00:28:47,080 --> 00:28:48,400
cartoon and,
WOMAN: Yeah. Ears.
637
00:28:48,440 --> 00:28:50,960
BARACK OBAMA: You know,
the ears are all huge.
638
00:28:51,000 --> 00:28:53,920
JOE ROSPARS: People are hungry
for content that's outside of
639
00:28:53,960 --> 00:28:58,000
the traditional press, which
allowed us to run a grassroots
640
00:28:58,040 --> 00:29:01,960
campaign to elect an outsider as
President of the United States.
641
00:29:05,400 --> 00:29:06,560
MAN: And it's my
pleasure to welcome you,
642
00:29:06,600 --> 00:29:08,160
NARRATOR: After Obama
became President,
643
00:29:08,200 --> 00:29:11,080
he continued to use the platform
to connect directly
644
00:29:11,120 --> 00:29:12,480
with the nation.
BARACK OBAMA: Thanks.
645
00:29:12,520 --> 00:29:14,280
MAN: We've invited three top
YouTube creators here
646
00:29:14,320 --> 00:29:15,480
to the White House today
647
00:29:15,520 --> 00:29:17,120
we're in the East Room
and they have set up
648
00:29:17,160 --> 00:29:19,600
their own YouTube sets right
here in the White House.
649
00:29:19,640 --> 00:29:20,520
BARACK OBAMA: Great
to see you, Hank.
650
00:29:20,560 --> 00:29:21,800
HANK: President Obama.
651
00:29:21,840 --> 00:29:23,280
BARACK OBAMA: Hey, Gozelle.
GOZELLE: Hello.
652
00:29:23,320 --> 00:29:24,840
BARACK OBAMA: How are you?
GOZELLE: Good. How are you?
653
00:29:24,880 --> 00:29:25,600
BARACK OBAMA: Good to see you.
GOZELLE: Great to meet you.
654
00:29:25,640 --> 00:29:26,880
BARACK OBAMA: Thank you.
655
00:29:26,920 --> 00:29:28,240
HANK: I don't really
feel like I'm having you,
656
00:29:28,280 --> 00:29:29,000
this is your house.
BARACK OBAMA: I know. Well,
657
00:29:29,040 --> 00:29:29,920
it's the people's house.
658
00:29:29,960 --> 00:29:31,400
This is a...
659
00:29:31,440 --> 00:29:34,680
NARRATOR: Obama's YouTube
campaign proved once and for all
660
00:29:34,720 --> 00:29:38,520
that anyone could get their
message to the world.
661
00:29:38,560 --> 00:29:40,880
PROF. JONAH BERGER: The value
of a channel like YouTube is
662
00:29:40,920 --> 00:29:43,160
it allows for the
democratization of content.
663
00:29:43,200 --> 00:29:46,160
Before, only the media outlets
could decide what news we saw.
664
00:29:46,200 --> 00:29:47,760
GOZELLE: Can you take
a selfie with me?
665
00:29:47,800 --> 00:29:49,120
PROF. JONAH BERGER: But now,
each one of us can create news.
666
00:29:49,160 --> 00:29:49,920
GOZELLE: All right!
667
00:29:49,960 --> 00:29:54,640
♪ [MUSIC] ♪
668
00:29:54,680 --> 00:29:58,680
NARRATOR: In 2007, YouTube
underwent a seismic change
669
00:29:58,720 --> 00:30:00,120
MAN: No!
670
00:30:00,160 --> 00:30:02,680
NARRATOR: The modern smartphone
hit the mass market
671
00:30:02,720 --> 00:30:05,800
and this technological
evolution created a new way
672
00:30:05,840 --> 00:30:09,960
of capturing and sharing news,
called citizen journalism.
673
00:30:10,000 --> 00:30:11,000
MAN: (UNINTELLIGIBLE) here.
674
00:30:11,040 --> 00:30:11,960
This is not a war.
675
00:30:12,000 --> 00:30:13,040
We want our rights.
676
00:30:14,400 --> 00:30:15,840
PROF. JONAH BERGER: One
individual that shoots a video
677
00:30:15,880 --> 00:30:18,040
on their camera phone,
thousands of people can view it
678
00:30:18,080 --> 00:30:19,520
in a few minutes
679
00:30:19,560 --> 00:30:22,760
and it can be shared to
thousands more in the next hour.
680
00:30:22,800 --> 00:30:25,400
PROF. RAMESH SRINIVASAN: Anybody
with a mobile phone and access
681
00:30:25,440 --> 00:30:28,000
to the internet can become a
journalist with the advent
682
00:30:28,040 --> 00:30:29,000
of YouTube.
683
00:30:29,040 --> 00:30:38,960
♪ [MUSIC] ♪
684
00:30:39,000 --> 00:30:41,040
JASON TANZ: Having YouTube
clips of disasters
685
00:30:41,080 --> 00:30:45,240
as they're happening lends them
this intimacy and this reality,
686
00:30:45,280 --> 00:30:48,480
that otherwise it would
feel fairly abstract.
687
00:30:49,160 --> 00:30:51,840
It's very hard not to be
touched and not to care.
688
00:30:51,880 --> 00:30:56,280
NEPALESE EARTHQUAKE:
(FOREIGN DIALOGUE).
689
00:31:01,280 --> 00:31:03,200
NARRATOR: In the hands
of citizen journalists,
690
00:31:03,240 --> 00:31:06,920
the power of the viral video
can turn personal stories
691
00:31:06,960 --> 00:31:10,240
into global stories.
692
00:31:10,280 --> 00:31:11,960
PROF. RAMESH SRINIVASAN: YouTube
allowed people all over
693
00:31:12,000 --> 00:31:14,760
the world to actually
create their mechanisms
694
00:31:14,800 --> 00:31:17,240
of sharing their own stories,
695
00:31:17,280 --> 00:31:19,880
so you can take a story
that might be very personal
696
00:31:19,920 --> 00:31:23,040
all of a sudden, using
virality, make it something
697
00:31:23,080 --> 00:31:26,000
that has a level of global
sympathy.
698
00:31:26,040 --> 00:31:29,480
PEOPLE: (FOREIGN DIALOGUE).
699
00:31:29,520 --> 00:31:33,080
NARRATOR: In June 2009,
during protests in Tehran,
700
00:31:33,120 --> 00:31:37,760
26-year-old Neda Agha Soltan
was shot in the street.
701
00:31:37,800 --> 00:31:40,920
PEOPLE: (FOREIGN DIALOGUE).
702
00:31:40,960 --> 00:31:44,280
NARRATOR: These images from
Iran went viral on YouTube
703
00:31:44,320 --> 00:31:46,000
and shocked the world.
704
00:31:47,720 --> 00:31:49,320
PROF. RAMESH SRINIVASAN: It
wasn't just the fact that
705
00:31:49,360 --> 00:31:52,640
she was brutally killed, it was
the fact that a video in very,
706
00:31:52,680 --> 00:31:56,240
very visceral and graphic detail
showing her killing actually
707
00:31:56,280 --> 00:31:59,480
was being captured at that very
moment and they used YouTube
708
00:31:59,520 --> 00:32:01,640
to make that story
much more global.
709
00:32:01,680 --> 00:32:03,080
MAN: (FOREIGN DIALOGUE).
710
00:32:03,120 --> 00:32:06,920
NARRATOR: Viral videos began
to drive social change.
711
00:32:06,960 --> 00:32:08,680
MAN: (FOREIGN DIALOGUE).
712
00:32:08,720 --> 00:32:11,080
NARRATOR: Change that was
spreading across the Middle East
713
00:32:11,120 --> 00:32:14,920
in what became known
as the Arab Spring.
714
00:32:17,080 --> 00:32:20,040
JASON TANZ: Abuse can't
happen in secret any more.
715
00:32:20,080 --> 00:32:23,800
Whether its autocratic
governments in the Middle East,
716
00:32:23,840 --> 00:32:26,920
whether it's police abuse
here in the United States,
717
00:32:26,960 --> 00:32:28,480
in the era of YouTube
and Smartphones,
718
00:32:28,520 --> 00:32:30,920
everybody is a
potential journalist.
719
00:32:30,960 --> 00:32:33,120
You can't kick every potential
journalist out of the country
720
00:32:33,160 --> 00:32:35,160
because you'd have to kick
everybody out of the country.
721
00:32:35,200 --> 00:32:38,720
♪ [MUSIC] ♪
722
00:32:38,760 --> 00:32:40,080
PROF. RAMESH SRINIVASAN: Every
form of social change has always
723
00:32:40,120 --> 00:32:42,280
had a media component to it.
724
00:32:42,320 --> 00:32:47,400
The fundamental media propaganda
tool of our time today
725
00:32:47,440 --> 00:32:48,720
is YouTube.
726
00:32:48,760 --> 00:32:51,240
So that doesn't mean that
it's a truth-telling,
727
00:32:51,280 --> 00:32:53,680
storytelling mechanism.
728
00:32:53,720 --> 00:32:56,040
It means it's a
tool, like any other,
729
00:32:56,080 --> 00:32:58,680
that can be used by different
parties for different types
730
00:32:58,720 --> 00:33:01,400
of political and social aims.
731
00:33:04,360 --> 00:33:07,520
♪ [MUSIC] ♪
732
00:33:07,560 --> 00:33:11,320
NARRATOR: YouTube has
helped create presidents,
733
00:33:11,360 --> 00:33:12,680
topple regimes,
734
00:33:12,720 --> 00:33:13,880
PROTESTORS: (FOREIGN DIALOGUE).
735
00:33:13,920 --> 00:33:16,920
NARRATOR: and create
worldwide phenomena.
736
00:33:16,960 --> 00:33:22,160
Now things have come full circle
as ordinary people would cash in
737
00:33:22,200 --> 00:33:24,880
big on YouTube fever.
738
00:33:25,040 --> 00:33:26,560
♪ [MUSIC] ♪
739
00:33:26,600 --> 00:33:30,120
Today, YouTube has given birth
to a new generation of media
740
00:33:30,160 --> 00:33:33,720
creators - and their
fan base is huge.
741
00:33:33,760 --> 00:33:36,240
♪ [MUSIC] ♪
742
00:33:36,280 --> 00:33:39,000
SUSAN WOJCICKI: Variety just
did a study among teenagers
743
00:33:39,040 --> 00:33:41,120
and asked them who are
their top stars,
744
00:33:41,160 --> 00:33:44,680
and the top five stars
were all YouTubers.
745
00:33:44,720 --> 00:33:47,600
♪ [MUSIC] ♪
746
00:33:47,640 --> 00:33:50,280
NARRATOR: YouTubers are ordinary
people creating content
747
00:33:50,320 --> 00:33:53,000
for their own channels.
748
00:33:53,040 --> 00:33:54,440
TODD WASSERMAN: They're trying
to make YouTube
749
00:33:54,480 --> 00:33:56,200
more like a TV network
750
00:33:56,240 --> 00:33:59,320
and they're promoting their
stars with ad campaigns,
751
00:33:59,360 --> 00:34:02,840
which is something that you only
have seen media properties
752
00:34:02,880 --> 00:34:04,040
do before.
753
00:34:04,880 --> 00:34:06,400
WOMAN: Yeah. Ah!
754
00:34:06,440 --> 00:34:07,640
KEVIN ALLOCCA: When we think
about the early days of YouTube,
755
00:34:07,680 --> 00:34:09,280
we think about the
individual viral video,
756
00:34:09,320 --> 00:34:11,200
the person who captured
that one moment and shared it
757
00:34:11,240 --> 00:34:12,680
with the world.
758
00:34:12,720 --> 00:34:14,880
I think one thing that's changed
dramatically is that more
759
00:34:14,920 --> 00:34:18,480
and more people have been
producing things regularly.
760
00:34:18,520 --> 00:34:20,640
NARRATOR: These homemade
YouTube channels are drawing
761
00:34:20,680 --> 00:34:21,960
billions of views,
762
00:34:22,000 --> 00:34:24,400
creating a new generation
of bedroom millionaires.
763
00:34:24,440 --> 00:34:26,120
LLOYD AHLQUIST:
(UNINTELLIGIBLE).
764
00:34:26,160 --> 00:34:27,720
NARRATOR: Two of the most
successful content creators
765
00:34:27,760 --> 00:34:29,160
on YouTube started off
766
00:34:29,200 --> 00:34:32,040
on the live comedy circuit,
then created...
767
00:34:32,080 --> 00:34:35,040
Epic Rap Battles of History.
768
00:34:41,360 --> 00:34:44,440
NARRATOR: Epic Rap Battles pits
two famous icons against
769
00:34:44,480 --> 00:34:46,520
each other in
a rapping competition.
770
00:34:49,480 --> 00:34:51,640
PETER SHUKOFF: I stopped playing
live concerts and started
771
00:34:51,680 --> 00:34:55,560
performing live concerts
in my bedroom for a camera.
772
00:34:55,600 --> 00:34:58,200
It's still performing
live, but you're through
773
00:34:58,240 --> 00:34:59,720
a camera lens instead.
774
00:34:59,760 --> 00:35:02,840
You can still say hi and thank
you and see you next time,
775
00:35:02,880 --> 00:35:06,600
but the people watching are just
through their own computer.
776
00:35:06,640 --> 00:35:08,600
LLOYD AHLQUIST: Yeah, you
get clicks instead of claps.
777
00:35:08,640 --> 00:35:10,040
PETER SHUKOFF: Yeah.
That's nice.
778
00:35:10,080 --> 00:35:11,640
LLOYD AHLQUIST: Thanks, brother.
779
00:35:11,680 --> 00:35:13,400
You're pitiful lyrically, lucky
for history you didn't write
780
00:35:13,440 --> 00:35:14,840
the Art of Rapping.
781
00:35:14,880 --> 00:35:16,840
NARRATOR: Their Epic Rap Battles
are produced out of this
782
00:35:16,880 --> 00:35:18,640
tiny studio in LA.
783
00:35:18,680 --> 00:35:19,960
LLOYD AHLQUIST: I get
these headaches
784
00:35:20,000 --> 00:35:21,400
in the back of my neck.
785
00:35:21,440 --> 00:35:22,600
I'm like, Why do I have these
headaches and strains
786
00:35:22,640 --> 00:35:24,200
in the back of my neck?
787
00:35:24,240 --> 00:35:25,760
And then I look at the behind
the scenes videos and it's me
788
00:35:25,800 --> 00:35:31,240
like (MAKES NOISES) and I was
like, Yeah that makes sense.
789
00:35:31,280 --> 00:35:32,840
JOHN LENNON: ♪ Help, you're
making my ears bleed, ♪
790
00:35:32,880 --> 00:35:34,000
♪ you need a muzzle. ♪
791
00:35:34,040 --> 00:35:35,160
♪ Why you pissed off all the
time? ♪
792
00:35:35,200 --> 00:35:37,480
♪ Didn't your mom
give you a cuddle? ♪
793
00:35:37,520 --> 00:35:38,880
NARRATOR: Their first featured
794
00:35:38,920 --> 00:35:42,040
John Lennon versus Fox news
anchor Bill O'Reilly.
795
00:35:42,080 --> 00:35:43,680
JOHN LENNON: ♪ For an hour. ♪
796
00:35:43,720 --> 00:35:46,240
♪ Every time I watch your show,
all you do is scream at me, ♪
797
00:35:46,280 --> 00:35:48,840
NARRATOR: The video had
a budget of 50 dollars.
798
00:35:48,880 --> 00:35:50,120
JOHN LENNON: ♪ I'm John
Lennon, I'm a legend. ♪
799
00:35:50,160 --> 00:35:51,640
♪ I can see through
all your tricks. ♪
800
00:35:51,680 --> 00:35:53,200
PETER SHUKOFF: I
talked, you know,
801
00:35:53,240 --> 00:35:55,600
through the lens to the audience
that was watching my videos
802
00:35:55,640 --> 00:35:57,280
on YouTube, there's was
few thousand people,
803
00:35:57,320 --> 00:36:00,320
and asked them for suggestions
of who we should do
804
00:36:00,360 --> 00:36:03,040
and they came back with John
Lennon versus Bill O'Reilly.
805
00:36:03,080 --> 00:36:04,440
LLOYD AHLQUIST: Mmm.
806
00:36:04,480 --> 00:36:05,360
PETER SHUKOFF: And we both saw
that and were like,
807
00:36:05,400 --> 00:36:06,720
this is, yeah, this is funny.
808
00:36:06,760 --> 00:36:07,800
BILL O'REILLY: ♪ Stop
your presses, Lennon, ♪
809
00:36:07,840 --> 00:36:09,200
♪ you call me
Mr. Bill O'Reilly ♪
810
00:36:09,240 --> 00:36:10,640
♪ When it comes to
squashing Limeys, ♪
811
00:36:10,680 --> 00:36:12,240
♪ I can recommend it highly. ♪
812
00:36:12,280 --> 00:36:13,560
♪ You reek. ♪
813
00:36:13,600 --> 00:36:15,160
♪ Between you and me,
there's no comparison. ♪
814
00:36:15,200 --> 00:36:16,520
LLOYD AHLQUIST: The John Lennon
and Bill O'Reilly video got
815
00:36:16,560 --> 00:36:18,960
about 150,000 views, which
was enough to be like,
816
00:36:19,000 --> 00:36:20,040
this is great.
817
00:36:20,080 --> 00:36:21,320
We should do another
one of these,
818
00:36:21,360 --> 00:36:23,240
so we read through the
suggestions and we saw
819
00:36:23,280 --> 00:36:24,920
Darth Vader versus Adolf Hitler
820
00:36:24,960 --> 00:36:26,240
and we both again knew,
we were like,
821
00:36:26,280 --> 00:36:27,960
oh, this is, that's funny.
822
00:36:28,000 --> 00:36:29,880
For some reason, Hitler was
super popular on the internet
823
00:36:29,920 --> 00:36:31,120
right then.
824
00:36:31,160 --> 00:36:32,440
PETER SHUKOFF: Huge
on the internet then.
825
00:36:32,480 --> 00:36:33,880
LLOYD AHLQUIST: And then
that one went really big.
826
00:36:33,920 --> 00:36:34,840
Back then, you could get on
the front page of YouTube
827
00:36:34,880 --> 00:36:36,200
and it was, like, a big deal.
828
00:36:36,240 --> 00:36:38,320
PETER SHUKOFF: It meant
a million extra views.
829
00:36:38,360 --> 00:36:40,240
It could change your whole life.
830
00:36:40,280 --> 00:36:42,640
NARRATOR: Soon, their witty
and inventive clashes
831
00:36:42,680 --> 00:36:45,640
would start drawing millions
of viewers on release day.
832
00:36:47,520 --> 00:36:49,280
Epic Rap Battles is now
833
00:36:49,320 --> 00:36:52,120
one of the most successful
channels on YouTube.
834
00:36:52,160 --> 00:36:53,400
WOMAN: Ok, all right.
835
00:36:53,440 --> 00:36:56,000
NARRATOR: So. What is the
key to its success?
836
00:36:56,040 --> 00:36:57,560
LLOYD AHLQUIST: I think that
people like competition
837
00:36:57,600 --> 00:36:59,840
and they like getting
behind a side, you know?
838
00:36:59,880 --> 00:37:01,200
So people.
PETER SHUKOFF: Yeah.
839
00:37:01,240 --> 00:37:02,680
LLOYD AHLQUIST: Like to
root for their favorites;
840
00:37:02,720 --> 00:37:04,280
and then I think a big thing
about it was at the end of
841
00:37:04,320 --> 00:37:06,680
the video, we asked who won
842
00:37:06,720 --> 00:37:08,800
and who's next and people
wanna participate.
843
00:37:08,840 --> 00:37:10,720
Epic Rap Battles of History.
844
00:37:10,760 --> 00:37:14,800
♪ [MUSIC] ♪
845
00:37:14,840 --> 00:37:17,720
NARRATOR: With amateur channels
like these now making millions,
846
00:37:17,760 --> 00:37:21,480
YouTube is investing heavily
by building its own studio
847
00:37:21,520 --> 00:37:27,200
in LA and major channels
creators get to use it for free.
848
00:37:27,240 --> 00:37:30,560
YouTube has become the new
Hollywood for the average Joe.
849
00:37:30,600 --> 00:37:32,760
BRENDAN GAHAN: You look at the
top 100 channels on YouTube,
850
00:37:32,800 --> 00:37:35,080
there's not a single consumer
packaged good
851
00:37:35,120 --> 00:37:36,280
or power brand there.
852
00:37:36,320 --> 00:37:37,720
JUSTINE EZARIK: Hey,
guys, how's it going?
853
00:37:37,760 --> 00:37:39,680
So I'm super excited to make
this video for you today.
854
00:37:39,720 --> 00:37:41,720
BRENDAN GAHAN: There's only a
handful of media companies,
855
00:37:41,760 --> 00:37:45,320
but it's really individuals that
have been incredibly successful
856
00:37:45,360 --> 00:37:46,800
on the platform.
857
00:37:46,840 --> 00:37:49,160
NARRATOR: YouTube creators
are a new kind of celebrity,
858
00:37:49,200 --> 00:37:51,720
forging one on one
relationships with their fans
859
00:37:51,760 --> 00:37:53,320
through their computer screens.
860
00:37:53,360 --> 00:37:54,960
LILLY SINGH: I think it's a
feeling I never get used to.
861
00:37:55,000 --> 00:37:56,560
Every single time I
have a fan meet up,
862
00:37:56,600 --> 00:37:58,760
I feel extremely overwhelmed.
863
00:37:58,800 --> 00:38:00,640
It's like a very, you
can't explain the feeling.
864
00:38:02,560 --> 00:38:05,240
BRENDAN GAHAN: The individuals
that have become incredibly
865
00:38:05,280 --> 00:38:07,680
successful are those that have
been able to cultivate
866
00:38:07,720 --> 00:38:09,280
an audience.
867
00:38:09,320 --> 00:38:11,000
JAMES KIRKHAM: A lot of what you
can see which is successful on
868
00:38:11,040 --> 00:38:13,520
YouTube is about
humanity anyway,
869
00:38:13,560 --> 00:38:15,080
it's about people and faces.
870
00:38:15,120 --> 00:38:17,560
It might be making you laugh, it
might be emotionally charged,
871
00:38:17,600 --> 00:38:19,280
it might be very
sad, it might be,
872
00:38:19,320 --> 00:38:22,240
there's probably human
storytelling at its heart.
873
00:38:22,280 --> 00:38:25,480
♪ [MUSIC] ♪
874
00:38:25,520 --> 00:38:27,280
NARRATOR: But what if the
biggest stars on YouTube
875
00:38:27,320 --> 00:38:29,240
aren't humans at all?
876
00:38:29,280 --> 00:38:32,560
♪ [MUSIC] ♪
877
00:38:33,080 --> 00:38:34,440
♪ [MUSIC] ♪
878
00:38:34,480 --> 00:38:36,200
By the time you've finished
watching this programme,
879
00:38:36,240 --> 00:38:42,480
over 18,000 hours of video will
have been uploaded onto YouTube.
880
00:38:42,520 --> 00:38:45,360
On Planet YouTube you
decide what you share
881
00:38:45,400 --> 00:38:49,200
and the content you post in the
virtual world can have an impact
882
00:38:49,240 --> 00:38:51,000
in the real world.
883
00:38:51,040 --> 00:38:53,880
BARACK OBAMA: Yes we can.
884
00:38:53,920 --> 00:38:55,800
CROWD (CHANTING): Obama. Obama.
885
00:38:55,840 --> 00:38:58,000
♪ [MUSIC] ♪
886
00:38:58,040 --> 00:39:00,600
NARRATOR: But did YouTube's
founders have any idea
887
00:39:00,640 --> 00:39:03,280
their little start-up would
make such an impact?
888
00:39:03,320 --> 00:39:04,880
♪ [MUSIC] ♪
889
00:39:04,920 --> 00:39:09,200
STEVE CHEN: It certainly
has surpassed any goals
890
00:39:09,240 --> 00:39:11,880
that we had set when we
first started YouTube,
891
00:39:11,920 --> 00:39:14,640
looking ten years back.
892
00:39:14,680 --> 00:39:18,280
We never expected, I think,
videos to reach
893
00:39:18,320 --> 00:39:22,360
the hundred thousands,
millions, billions of views.
894
00:39:23,920 --> 00:39:26,280
NARRATOR: YouTube owes its
success to its phenomenal
895
00:39:26,320 --> 00:39:27,560
viewing figures,
896
00:39:27,600 --> 00:39:29,880
but how much does Steve
himself know
897
00:39:29,920 --> 00:39:33,120
about what makes a
clip go viral?
898
00:39:33,160 --> 00:39:37,480
STEVE CHEN: Frequent videos that
I put up always featured my cat.
899
00:39:37,520 --> 00:39:39,720
(MEOW)
900
00:39:39,760 --> 00:39:43,680
And it's not that my cat videos
were of any particular interest,
901
00:39:43,720 --> 00:39:47,440
other than it being the
first cat video on YouTube.
902
00:39:47,480 --> 00:39:49,680
♪ [MUSIC] ♪
903
00:39:49,720 --> 00:39:52,560
NARRATOR: But what even Steve
couldn't predict was that cats
904
00:39:52,600 --> 00:39:55,760
would become the viral
superstars of the internet.
905
00:39:59,240 --> 00:40:00,480
PROF. JONAH BERGER: What
makes the internet go round?
906
00:40:00,520 --> 00:40:01,600
♪ [MUSIC] ♪
907
00:40:01,640 --> 00:40:02,360
Cats.
908
00:40:02,400 --> 00:40:05,160
♪ [MUSIC] ♪
909
00:40:05,200 --> 00:40:07,600
NARRATOR: There are more than
two million cat videos
910
00:40:07,640 --> 00:40:08,720
posted on YouTube.
911
00:40:08,760 --> 00:40:11,560
♪ [MUSIC] ♪
912
00:40:11,600 --> 00:40:15,560
With over 24 billion views,
cats are one of YouTube's most
913
00:40:15,600 --> 00:40:17,400
popular genres.
914
00:40:17,440 --> 00:40:19,120
♪ [MUSIC] ♪
915
00:40:19,160 --> 00:40:20,240
JASON TANZ: Cats are
a little standoffish.
916
00:40:20,280 --> 00:40:21,880
They don't beg for
your attention,
917
00:40:21,920 --> 00:40:23,880
they don't beg for anything,
they could pretty much take you
918
00:40:23,920 --> 00:40:26,120
or leave you, and there's
something about that in an era
919
00:40:26,160 --> 00:40:28,560
where everybody is clamoring for
your attention and dying for you
920
00:40:28,600 --> 00:40:30,440
to look at them and approve
of them that's actually
921
00:40:30,480 --> 00:40:31,440
very compelling.
922
00:40:31,480 --> 00:40:33,160
♪ [MUSIC] ♪
923
00:40:33,200 --> 00:40:38,160
NARRATOR: So who are some of
YouTube's top feline stars?
924
00:40:38,200 --> 00:40:41,320
If you ever hear a snarky
reference to YouTube as
925
00:40:41,360 --> 00:40:46,480
'cats playing pianos', chances
are this is the cause.
926
00:40:46,520 --> 00:40:49,640
Keyboard Cat's original video
has been viewed over
927
00:40:49,680 --> 00:40:53,120
40 million times.
928
00:40:53,160 --> 00:40:57,080
But one cat has gone a step
further and turned viral fame
929
00:40:57,120 --> 00:40:59,040
into money.
930
00:40:59,080 --> 00:41:02,320
Grumpy Cat, real
name Tartar Sauce,
931
00:41:02,360 --> 00:41:05,120
is now a bona fide
celebrity worth millions,
932
00:41:05,160 --> 00:41:09,080
with her own YouTube channel,
book deals and merchandising.
933
00:41:09,120 --> 00:41:10,720
♪ [MUSIC] ♪
934
00:41:10,760 --> 00:41:13,840
But, why cats?
935
00:41:13,880 --> 00:41:16,040
TODD WASSERMAN: My theory with
cats is that people started
936
00:41:16,080 --> 00:41:19,760
to get this ability to
make videos very easily,
937
00:41:19,800 --> 00:41:23,360
so they're sitting around and
looking around their house
938
00:41:23,400 --> 00:41:25,320
and that's the only thing
that's interesting.
939
00:41:25,360 --> 00:41:27,880
Now why cats versus dogs?
I don't know.
940
00:41:27,920 --> 00:41:31,160
That's a debate for the ages.
941
00:41:31,200 --> 00:41:34,320
NARRATOR: With even cat videos
proving lucrative business,
942
00:41:34,360 --> 00:41:37,400
it's no wonder people are keen
to unlock the secrets
943
00:41:37,440 --> 00:41:38,600
of the viral video.
944
00:41:38,640 --> 00:41:40,000
♪ [MUSIC] ♪
945
00:41:40,040 --> 00:41:41,120
TOM STANDAGE: I think if you
could put your finger
946
00:41:41,160 --> 00:41:42,680
on what viral videos
have in common,
947
00:41:42,720 --> 00:41:44,680
then you'd make a fortune.
948
00:41:44,720 --> 00:41:46,840
It's like playing you a whole
load of pop songs and saying,
949
00:41:46,880 --> 00:41:48,840
these have all been hits.
What do they have in common?
950
00:41:48,880 --> 00:41:51,600
You know, you can sometimes find
some commonalities between them
951
00:41:51,640 --> 00:41:54,720
but it really is trying
to nail jelly to the wall.
952
00:41:54,760 --> 00:41:56,840
♪ [MUSIC] ♪
953
00:41:56,880 --> 00:41:59,800
NARRATOR: Whatever the reason
some of YouTubes' earliest stars
954
00:41:59,840 --> 00:42:03,280
have had their
lives transformed.
955
00:42:03,320 --> 00:42:05,080
STEPHEN VOLTZ: Now we have
Eepybird Studios and we make
956
00:42:05,120 --> 00:42:08,000
viral videos for brands like
Coke and Office Max and,
957
00:42:08,040 --> 00:42:09,360
FRITZ GROBE: McDonald's.
STEPHEN VOLTZ: McDonald's.
958
00:42:09,400 --> 00:42:10,840
FRITZ GROBE: All kinds of
things. It keeps going.
959
00:42:10,880 --> 00:42:12,160
The madness continues.
960
00:42:12,200 --> 00:42:13,880
STEPHEN VOLTZ: So these
nozzles hold the Mentos
961
00:42:13,920 --> 00:42:15,440
on top of the soda bottle.
962
00:42:15,480 --> 00:42:19,560
NARRATOR: They even
have a viral manifesto.
963
00:42:19,600 --> 00:42:20,480
STEPHEN VOLTZ: There's
certain characteristics
964
00:42:20,520 --> 00:42:22,480
that make a video go viral.
965
00:42:22,520 --> 00:42:24,960
♪ [MUSIC] ♪
966
00:42:25,000 --> 00:42:26,280
FRITZ GROBE: Don't
waste our time,
967
00:42:26,320 --> 00:42:27,960
make sure you get down
to business right away.
968
00:42:28,000 --> 00:42:31,040
♪ [MUSIC] ♪
969
00:42:31,080 --> 00:42:34,920
Be unforgettable, do something
we've never seen before.
970
00:42:34,960 --> 00:42:37,360
[APPLAUSES]
971
00:42:37,400 --> 00:42:39,160
FRITZ GROBE: But
really ultimately,
972
00:42:39,200 --> 00:42:40,960
it's all about humanity.
973
00:42:41,000 --> 00:42:42,840
[APPLAUSES]
974
00:42:42,880 --> 00:42:43,440
CHARLIE DAVIES-CARR:
(MAKES NOISES).
975
00:42:43,480 --> 00:42:45,800
♪ [MUSIC] ♪
976
00:42:45,840 --> 00:42:47,640
NARRATOR: Recognize these guys?
977
00:42:47,680 --> 00:42:48,560
You should do.
978
00:42:48,600 --> 00:42:50,080
♪ [MUSIC] ♪
979
00:42:50,120 --> 00:42:53,320
NARRATOR: Harry and Charlie's
video has now been viewed,
980
00:42:53,360 --> 00:42:55,880
HARRY DAVIES-CARR: It is
just less than a billion.
981
00:42:55,920 --> 00:42:57,040
CHARLIE DAVIES-CARR: A billion?
Oooh!
982
00:42:57,080 --> 00:42:58,760
HARRY DAVIES-CARR:
Which is about a sixth
983
00:42:58,800 --> 00:43:00,840
of the world's population.
984
00:43:00,880 --> 00:43:02,360
Ow! Ouch, Charlie.
985
00:43:02,400 --> 00:43:04,040
NARRATOR: And what does Charlie
credit for its success?
986
00:43:04,080 --> 00:43:05,600
HARRY DAVIES-CARR: Ah!
987
00:43:05,640 --> 00:43:08,040
CHARLIE DAVIES-CARR: I think
it's so popular for the laugh.
988
00:43:08,080 --> 00:43:13,000
[GIGGLES]
989
00:43:13,040 --> 00:43:14,120
PROF. JONAH BERGER: If I
see something funny
990
00:43:14,160 --> 00:43:15,920
and it makes me laugh,
that's great.
991
00:43:15,960 --> 00:43:18,120
But if I share with you and
it also makes you laugh,
992
00:43:18,160 --> 00:43:20,560
together we have that
shared experience.
993
00:43:20,600 --> 00:43:23,600
NARRATOR: The viral video has
become a social phenomenon,
994
00:43:23,640 --> 00:43:27,680
a contagion to which none
of us has been immune.
995
00:43:27,720 --> 00:43:29,280
SCOOTER BRAUN:
YouTube, I realized,
996
00:43:29,320 --> 00:43:31,440
was the same feeling of
self-discovery for kids
997
00:43:31,480 --> 00:43:35,120
that my dad had with vinyl
and I had with mix tapes.
998
00:43:35,160 --> 00:43:37,840
It was this feeling of, Oh,
I saw it on YouTube first,
999
00:43:37,880 --> 00:43:39,400
I have ownership in that.
1000
00:43:39,440 --> 00:43:40,520
NARRATOR: And with the power
1001
00:43:40,560 --> 00:43:43,000
to rewrite the rules
of pop culture,
1002
00:43:43,040 --> 00:43:44,280
TOM STANDAGE: There
were these gatekeeping
1003
00:43:44,320 --> 00:43:47,000
industries and they are no
longer controlling
1004
00:43:47,040 --> 00:43:48,760
what comes out of
your computer screen.
1005
00:43:48,800 --> 00:43:50,760
You get to decide.
1006
00:43:50,800 --> 00:43:52,280
PSY: My biggest wish?
1007
00:43:52,320 --> 00:43:59,680
Maybe I can make another
viral video within 50 years.
1008
00:43:59,720 --> 00:44:01,120
(LAUGHS).
77207
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