TEDYouth 2011
Kevin Allocca: Why videos go viral
Kevin Allocca: Bakit sumisikat ang mga bidyo
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Si Kevin Alloca ang trends manager ng YouTube, at meron siyang mga malalalim na pananaw tungkol sa mga nakakatuwang bidyo sa Web. Sa panayam na ito na ginanap sa TEDYouth, ibinahagi niya ang apat na rason sa pagsisikat ng mga bidyo. (Ito ang unang talumpati na pinost mula sa napakagandang TEDYouth event. Madami pa ang mailalagay sa susunod na buwan bilang bahagi ng aming TED-Ed launch. Nasasabik na kami...)
Kevin Allocca - Head of Culture & Trends, YouTube
Kevin Allocca is YouTube's expert on the intersection of web video and global culture Full bio
Kevin Allocca is YouTube's expert on the intersection of web video and global culture Full bio
Double-click the English transcript below to play the video.
00:15
Hi. I'm Kevin Allocca, I'm the trends manager at YouTube,
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Hi. Ako si Kevin Allocca, ako ang trends manager sa YouTube
00:18
and I professionally watch YouTube videos.
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at ako ay propesyonal na nanunood ng mga bidyo sa YouTube.
00:20
It's true.
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Totoo.
00:22
So we're going to talk a little bit today about how videos go viral
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Pag-uusapan natin ngayong araw kung papaano sumisikat ang mga bidyo
00:25
and then why that even matters.
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at kung bakit ba naman ito mahalaga.
00:27
We all want to be stars --
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Gusto nating lahat na maging artista --
00:29
celebrities, singers, comedians --
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mga artista, mang-aawit, komedyante --
00:32
and when I was younger, that seemed so very, very hard to do.
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noong bata ako, napakahirap gawin ng pangarap na iyon.
00:35
But now Web video has made it
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Pero nagawa ng mga bidyo sa Web
00:37
so that any of us or any of the creative things that we do
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na kahit sinuman sa atin, o kahit anumang bagay na nakakamangha
00:39
can become completely famous
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ay maaring maging sikat
00:41
in a part of our world's culture.
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at maging bahagi ng kultura ng mundo.
00:43
Any one of you could be famous on the Internet
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Kahit sinuman sa inyo ay pwede nang sumikat sa Internet
00:45
by next Saturday.
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pagdating ng susunod na Sabado.
00:47
But there are over 48 hours of video uploaded to YouTube
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Ngunit higit sa 48 oras ng mga bidyo ang ina-upload sa YouTube
00:49
every minute.
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kada minuto.
00:51
And of that, only a tiny percentage
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At sa mga iyon, isang maliit na porsiyento lamang
00:53
ever goes viral and gets tons of views and becomes a cultural moment.
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ang sumisikat at nakakakuha ng madaming manonood, at nagiging cultural moment.
00:56
So how does it happen?
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Kaya, ano nga ba ang nangyayari?
00:58
Three things:
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Tatlong bagay:
01:00
tastemakers, communities of participation
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Mga tastemaker, mga komunidad na lumalahok,
01:02
and unexpectedness.
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at mga hindi-inaasahan.
01:04
All right, let's go.
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Sige, tingnan natin.
01:06
(Video) Bear Vasquez: Oh, my God. Oh, my God.
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(Bidyo) Bear Vasquez: Diyos ko po. Diyos ko po.
01:10
Oh, my God!
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Diyos ko po!
01:13
Wooo!
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Wooo!
01:15
Ohhhhh, wowwww!
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Ohhhhh, wowwww!
01:20
KA: Last year, Bear Vasquez posted this video
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KA: Noong nakalipas na taon, pinost ni Bear Vasquez ang palabas na ito
01:22
that he had shot outside his home in Yosemite National Park.
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na kanyang kinuha sa labas ng kanyang bahay sa Yosemite National Park.
01:25
In 2010, it was viewed 23 million times.
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Noong 2012, pinanood ito ng 23 milyong beses.
01:28
(Laughter)
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(Tawanan)
01:30
This is a chart of what it looked like
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Ito ay isang chart na maglalarawan sa sitwasyon
01:32
when it first became popular last summer.
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noong unang sumikat ito noong nakalipas na summer.
01:35
But he didn't actually set out to make a viral video, Bear.
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Pero hindi sinadya ni Bear na gumawa ng bidyo para sumikat.
01:38
He just wanted to share a rainbow.
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Gusto niya lamang ibahagi ang isang bahaghari.
01:40
Because that's what you do when your name is Yosemite Mountain Bear.
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Kasi iyon ang ginagawa mo kapag ang pangalan mo ay Yosemite Mountain Bear.
01:42
(Laughter)
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(Tawanan)
01:44
And he had posted lots of nature videos in fact.
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Sa katunayan, madami siyang pinost na bidyo tungkol sa kalikasan.
01:47
And this video had actually been posted
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At itong bidyo ay pinost
01:49
all the way back in January.
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noong Enero pa.
01:52
So what happened here?
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So ano ang nangyari dito?
01:54
Jimmy Kimmel actually.
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Si Jimmy Kimmel.
01:56
Jimmy Kimmel posted this tweet
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Pinost ni Jimmy Kimmel ang tweet na ito
01:58
that would eventually propel the video to be as popular as it would become.
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na siyang magpapasikat sa bidyo.
02:01
Because tastemakers like Jimmy Kimmel
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Dahil ang mga tastemaker na tulad ni Jimmy Kimmel
02:04
introduce us to new and interesting things
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ang nagpapakilala sa atin ng bago at interesanteng mga bagay
02:06
and bring them to a larger audience.
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at naidadala nila ito sa mas malaking madla.
02:08
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
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(Bidyo) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
02:12
♫ Everybody's looking forward to the weekend, weekend. ♫
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♫ Everybody's looking forward to the weekend, weekend. ♫
02:17
♫ Friday, Friday. Gettin' down on Friday. ♫
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♫ Friday, Friday. Gettin' down on Friday. ♫
02:21
KA: So you didn't think that we could actually have this conversation
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KA: Sana hindi niyo naman inakalang mabubuo ang usapang ito
02:24
without talking about this video I hope.
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na papalampasin lang ang bidyong ito.
02:26
Rebecca Black's "Friday" is one of the most popular videos of the year.
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Ang kantang "Friday" ni Rebecca Black ay isa sa mga pinakasikat na bidyo ngayong taon.
02:29
It's been seen nearly 200 million times this year.
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Pinanood ito ng halos 200 milyong beses ngayong taon.
02:32
This is a chart of what it looked like.
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Ito ay isang chart na naglalarawan dito.
02:34
And similar to "Double Rainbow,"
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Katulad ng "Double Rainbow,"
02:36
it seems to have just sprouted up out of nowhere.
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parang bigla na lang lumitaw mula sa wala.
02:40
So what happened on this day?
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Ano nga ba ang nangyari noong araw na ito?
02:42
Well it was a Friday, this is true.
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Biyernes nga iyan, tama.
02:45
And if you're wondering about those other spikes, those are also Fridays.
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At kung nagtataka kayo kung bakit may mga biglang taas, Biyernes din iyan.
02:48
(Laughter)
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(Tawanan)
02:53
But what about this day,
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Pero ano naman sa araw na ito,
02:55
this one particular Friday?
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itong Biyernes na ito?
02:57
Well Tosh.0 picked it up, a lot of blogs starting writing about.
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Well, nakita ito ni Tosh.0, at dumami ang mga blog na nagsusulat tungkol dito.
03:00
Michael J. Nelson from Mystery Science Theater
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Si Michael J. Nelson mula sa Mystery Science Theater
03:02
was one of the first people to post a joke about the video on Twitter.
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ay isa sa mga naunang nagbiro tungkol sa bidyo sa Twitter.
03:06
But what's important is that an individual or a group of tastemakers
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Ngunit ang mahalaga ay may isa o iilang tastemaker
03:08
took a point of view
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na nagbigay ng kanilang pananaw
03:10
and they shared that with a larger audience, accelerating the process.
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at ibinahagi ito sa mas malaking madla, na nagpabilis sa proseso.
03:13
And so then this community formed
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Kaya agad nabuo itong komunidad
03:15
of people who shared this big inside joke
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ng mga tao na may alam sa joke na ito
03:17
and they started talking about it and doing things with it.
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at pinag-uusapan, at gumagawa ng may kinalaman dito.
03:20
And now there are 10,000 parodies of "Friday" on YouTube.
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Ngayon, may 10,000 parody ng "Friday" sa YouTube.
03:23
Even in the first seven days,
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Kahit sa unang pitong araw,
03:25
there was one parody for every other day of the week.
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may parody na para sa bawat araw ng linggo.
03:28
(Laughter)
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(Tawanan)
03:32
Unlike the one-way entertainment of the 20th century,
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Hindi tulad ng one-way entertainment ng ika-20 siglo,
03:35
this community participation
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ang paglahok ng komunidad
03:37
is how we become a part of the phenomenon --
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ang nagsusulong ng pagiging phenomenon --
03:39
either by spreading it or by doing something new with it.
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sa pagpapakalat ng ideya o sa paggawa ng bagong ideya.
03:42
(Music)
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(Tugtog)
03:51
So "Nyan Cat" is a looped animation
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Ang "Nyan Cat" ay paulit-ulit na animasyon
03:54
with looped music.
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at may kasamang paulit-ulit na musika.
03:56
It's this, just like this.
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Ganito lang siya, ganito lang talaga siya.
03:58
It's been viewed nearly 50 million times this year.
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Pinanood ito ng halos 50 milyong beses ngayong taon.
04:02
And if you think that that is weird,
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At kung sa tingin mo kakaiba ito,
04:04
you should know that there is a three-hour version of this
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kailangan mong malaman na may bersyon na higit 3 oras
04:06
that's been viewed four million times.
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na pinanood ng 4 milyong beses.
04:08
(Laughter)
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(Tawanan)
04:11
Even cats were watching this video.
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Pati ang mga pusa na nanunood nitong bidyo.
04:13
(Laughter)
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(Tawanan)
04:17
Cats were watching other cats watch this video.
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May mga pusang nanunood ng ibang pusang nanunood nito.
04:21
(Laughter)
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(Tawanan)
04:29
But what's important here
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Pero ang mahalaga dito
04:32
is the creativity that it inspired
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ay ang pagkamalikhain na napukaw nito
04:34
amongst this techie, geeky Internet culture.
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sa kulturang techie geeky ng Internet.
04:37
There were remixes.
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May mga ginawang remix.
04:39
(Laughter)
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(Tawanan)
04:41
Someone made an old timey version.
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May gumawa ng makalumang bersyon.
04:44
(Laughter)
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(Tawanan)
04:46
And then it went international.
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Tapos naging pandaigdigan.
04:49
(Laughter)
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(Tawanan)
05:03
An entire remix community sprouted up
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Sumulpot ang isang komunidad
05:06
that brought it from being just a stupid joke
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na nagdala ng "Nyan Cat" mula sa isang biro
05:09
to something that we can all actually be a part of.
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papunta sa isang bagay na kasapi tayo.
05:11
Because we don't just enjoy now,
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Dahil ngayon, hindi lang tayo natutuwa,
05:13
we participate.
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lumalahok na rin tayo.
05:18
And who could have predicted any of this?
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At sino ba ang mag-aakala sa mga ito?
05:20
Who could have predicted "Double Rainbow" or Rebecca Black
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Sinong makaka-isip ng "Double Rainbow" o Rebecca Black
05:22
or "Nyan Cat?"
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o "Nyan Cat?"
05:24
What scripts could you have written
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Anong iskrip ang iyong maisusulat
05:26
that would have contained this in it?
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na ganito ang nilalaman?
05:29
In a world where over two days of video
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Sa isang mundo na may higit 2 araw na bidyo
05:31
get uploaded every minute,
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ang ina-upload kada-minuto,
05:33
only that which is truly unique and unexpected
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ang mga tunay na kakaiba, ang hindi inaasahan
05:35
can stand out in the way that these things have.
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ang tunay na mangingibabaw tulad ng mga ito.
05:38
When a friend of mine told me that I needed to see this great video
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Noon, sinabi ng kaibigan ko na kailangan kong tingnan itong nakakatuwang bidyo
05:41
about a guy protesting bicycle fines in New York City,
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tungkol sa isang lalaking umaalma sa mga bicycle fine sa Lungsod ng New York,
05:44
I admit I wasn't very interested.
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inaamin kong hindi ako interesado.
05:46
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane,
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(Bidyo) Casey Niestat: Nakakuha ako ng ticket dahil hindi ako nanatili sa bike lane,
05:49
but often there are obstructions
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pero minsan may mga harang
05:51
that keep you from properly riding in the bike lane.
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na pumipigil sa iyo na magbisikleta ng maayos sa bike lane.
05:54
(Laughter)
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(Tawanan)
06:08
KA: By being totally surprising and humorous,
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KA: Sa pagiging tunay na kabigla-bigla, at nakakatawa,
06:10
Casey Niestat got his funny idea and point
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nagawa ni Casey Niestat na mapanood ang kanyang opinyon
06:14
seen five million times.
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ng 5 milyong beses.
06:16
And so this approach holds
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Kaya tama itong pamamaraan natin
06:18
for anything new that we do creatively.
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na maging malikhain sa mga bagong bagay.
06:20
And so it all brings us
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At ngayon, dumating na tayo
06:22
to one big question ...
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sa isang malaking tanong ...
06:24
(Video) Bear Vasquez: What does this mean?
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(Bidyo) Bear Vazquez: Ano ang ibig sabihin nito?
06:27
Ohhhh.
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Ohhhh.
06:29
(Laughter)
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(Tawanan)
06:32
KA: What does it mean?
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KA: Ano ang ibig sabihin nito?
06:35
Tastemakers, creative participating communities,
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Mga tastemaker, malikhaing komunidad na lumalahok,
06:38
complete unexpectedness,
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at ang hindi talaga inaasahan,
06:40
these are characteristics of a new kind of media and a new kind of culture
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ito ang mga katangian ng bagong uri ng media at bagong uri ng kultura
06:43
where anyone has access
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kung saan kahit sinuman ang nakakapanood
06:45
and the audience defines the popularity.
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at ang mga manonood ang huhusga sa magiging kasikatan nito.
06:47
I mean, as mentioned earlier,
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Ibig ko lang sabihin, tulad ng nasabi kanina,
06:49
one of the biggest stars in the world right now, Justin Bieber,
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isa sa mga pinakasikat na artista sa mundo ngayon, si Justin Bieber,
06:51
got his start on YouTube.
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ay nagsimula rin sa YouTube.
06:53
No one has to green-light your idea.
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Hindi mo kailangang humingi ng pahintulot sa iba.
06:56
And we all now feel some ownership
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Ngayon, lahat tayo ang nagmamay-ari
06:58
in our own pop culture.
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ng ating sariling pop cuture.
07:00
And these are not characteristics of old media,
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At hindi ito katangian ng lumang media,
07:02
and they're barely true of the media of today,
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pati ng media natin sa kasalukuyan,
07:05
but they will define the entertainment of the future.
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ngunit ito ang batayan ng larangan ng pagbibigay-aliw sa hinaharap.
07:07
Thank you.
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Salamat.
07:09
(Applause)
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(Palakpakan)
ABOUT THE SPEAKER
Kevin Allocca - Head of Culture & Trends, YouTubeKevin Allocca is YouTube's expert on the intersection of web video and global culture
Why you should listen
Kevin Allocca is an author and technology professional and is currently the Head of Culture & Trends at YouTube, where he tracks popular video phenomena and manages trending content initiatives. He is YouTube's expert on the intersection of web video and global culture, and is often cited in the press on subjects of virality, popularity and breaking news.
His book, VIDEOCRACY: How YouTube Is Changing the World . . . with Double Rainbows, Singing Foxes, and Other Trends We Can’t Stop Watching, which explores YouTube's most interesting trends and the impact of video on our culture, was published by Bloomsbury in 2018.
Kevin Allocca | Speaker | TED.com