Maker content boss warns brands time is running out for celebrity endorsements
Erin McPherson, chief content officer at Maker Studios Newfronts Presentation in New York yesterday.
One of the world’s biggest YouTube content channel owners has warned brands globally celebrity endorsements will give way to “grass roots brand evangelists” in the next five years as marketing gets more personal.
During her presentation at the Digital Newfronts in New York overnight, Maker Studios chief content officer Erin McPherson warned the audience: “The rules are already blurring – think about it – publisher, distributor, celebrity, advertiser, all are reversing roles constantly.
“Maker is a testament to this, our company is powered by 55,000 digital creators and for those of you who are the least bit sceptical – you are next. The personalisation and democratisation of brands is inevitable.
Well, that was a pretty speech; I can’t decide which is the wolf and which is the sheep’s clothing. Then again, maybe its a sheep in wolf’s clothing. It may be a tightly wound mixture of preaching, scaremongering, wishful thinking and boasting…..Or maybe it’s true.
When I was a kid, I spent my pocket money on 78 rpm discs, later I invested in 45 rpm and 33 1/3 rpm discs, I was then (along with everyone else in the record market) thrown into the whirlwind caused by eight track, reel to reel, music cassette, metal, digital tape and CD. Now I have an MP3 player and I am still out of date.
Last week I saw some young kids lining up to buy Vinyl….What can I say.