YouTube to inspire new generation of digital media artists at Columbia

During the same week last July that the major broadcast networks posted their lowest combined prime-time ratings in history, I found myself in Los Angeles, staring face to face with the future of television.

I was there to attend VidCon 2010. (Or more correctly, to accompany my 17-year-old daughter, Emily, who insisted on attending VidCon 2010 and asked me to accompany her.) The three-day event was the first ever conference and convention of YouTube video artists and enthusiasts from around the world, organized by users of the site. It was a standing-room-only sell-out.

More than 1,400 young people, many no older than Emily (pictured left), gathered to meet the superstars of YouTube and share their passion for new media. Although Emily was there strictly as a fan, most of the attendees looked to be video bloggers (or “vloggers”) themselves, often recording their observations and impressions into their own cameras. They packed the hotel ballrooms and waited in long lines to meet such personalities as Shane Dawson, Michael Buckley, Shay Carl, Charles Trippy, Joe Penna, Ryan Higa, Justine Ezarik (known to fans as “iJustine”), brothers Hank and John Green, and the comedy duo Smosh.

In more ways than one, the weekend opened my eyes to a world I’d known little about. While the big, fat networks and other old-line media were scratching and clawing for their survival, here was an exciting new medium, being forged by the creative talents of artists from around the world and capturing the attention and loyalty of millions of viewers. The contrast between old and new — and between the past and the future — struck me as never before.

The phenomenon clearly has not escaped the attention of YouTube (or that of its gigantic parent company, Google Inc.), which already shares revenue with its top creative producers and just announced YouTube NextUp, a contest to provide as many as 25 YouTube Partners with $35,000 apiece to fund their projects.

Soon the action will be coming to Chicago when YouTube brings its first series of new media programs for aspiring content creators to Columbia College. From June 1 to July 22, 10 students will participate in the YouTube Creator Institute. It's described as a "summer crash course in camerawork, storytelling, promotion, and new media skills, taught at the world's top schools by industry leaders."

Columbia is one of only two schools nationwide (the other is USC’s School of Cinematic Arts) to host the program’s inaugural classes. YouTube will pick up the tab for all student-related expenses, including tuition, travel, food and housing. Open to U.S. citizens over 18, applications will be accepted though Friday. (Here is a link to a video describing the program.)

“Joining forces with YouTube for this one-of-a-kind program represents the leading edge of media trends, exploring emerging forms of television and what’s next in the media landscape,” said Michael Niederman, chairman of the television department at Columbia. “The training with our experts, of course, embodies the creative aspect of content development but also includes the vital aspect of marketing that content.”

And no, in case you were wondering, Emily won't be applying for the program. She'll be pursuing a different major when she goes off to college.