Industry Takeover: YouTube’s Continual Rise to Power

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“YouTube has given virtually anyone, anywhere in the world, the ability to create content that virtually anyone, anywhere in the world, can view.”

This is the first thing that came to mind when Katherine Tempany was asked about her thoughts about YouTube as a creative outlet and platform.

The UNSW Film/Media student recently began working in the music industry in collaboration with Matt Sharp Creative, focusing on production management.

As a Freelance Production Manager, Katherine says she enjoys the challenges of being a part of a fast paced and creative environment.

“I’ve had an interesting exposure to a kind of hybrid between the film and music industries – but probably more so music. I love the fickle nature of the industry, and how quickly everything can change.”

Katherine has worked on a number of projects including music videos for Sony Music Artists including The Veronicas, Guy Sebastian, Dean Ray and many more. She has also worked on commercials for HTC and Maybelline, as Production Manager and Art Assistant respectively.

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‘On set’ Copyright: Image courtesy of Sony Music Australia

Katherine believes that although there are many benefits to the platform such as the ability to self-promote and generate audiences, it’s as if we are almost saturated with this content. The idea that someone’s full time job can be recording themselves on camera, and the fact that millions of people worldwide would want to view it, is a notion that she finds very interesting.

“Personally, I do not think that it is a sustainable profession, and I do think that it is problematic for creative industries. Essentially, it depends on what kind of content these professional YouTubers are creating. Hauls of what they bought at a Lush sale? Will not last. Original songs that they are sharing to gain a following? Might just.”

Katherine herself has seen the impact that YouTube has on her line of work and believes that brands and artists often seek out YouTube icons for these collaborations as a marketing strategy and form of cross-promotion.

“I worked on a music video for Jai Waetford that starred Kimmi Smiles, the Australian YouTube sensation, as Jai’s love interest.

I also recently worked on a commercial for Maybelline, which was a collaboration with Sarah Ellen, another public figure who got her start on YouTube.”

On whether she thinks the platform has the staying power?

“At this point, I think it could go both ways; at least as far as YouTube ‘stars’ go. If they continue to create innovative content, I think it is very likely that YouTube will become integrated into the entertainment industry. However, too much of anything is good for nothing – and I could also see YouTube ‘stars’ becoming obscure.”

Katherine says the highlight of her career so far was getting to travel to Los Angeles to film The Veronica’s music video Cruel. And in regards to any negative aspects?

“At this point in my career, I can’t really pinpoint an experience I would count as negative … I’m still too wide-eyed.”

Photos: courtesy of Katherine Tempany, copyright Sony Music Australia 

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