In order to answer that question, we need to look into the type of content that YouTube features. And the moment we start, it becomes obvious that bringing up a general example is just not possible. The platform is the backbone of hundreds of creative endeavors which can be incredibly random and different from one another.
The best step would be to summarize what is regarded as the most popular type of content. YouTube have been compiling a selection of a year's most viral videos together into a colorful mashup. This has been happening since 2010 and so far four videos have brought together hundreds of people who channel their creative ideas into one project. I think that last year's compilation was the best so far, with much more attention to technical detail and quality. Every act was also neatly brought together by a similar theme.
It is a rather chaotic mix of...just about anything that went viral last year. Harlem Shake, Macklemore, Blurred Lines. It also features many YouTube stars, some of whom have been in the rewind videos from the start.
Some might argue whether this piece of work can be put under the creative and artistic category. YouTube is known for being a platform used by amateurs and professionals alike. However, it is the unprofessional content that has caused controversy on whether videos such as 'YouTube Rewind' can be considered a form or art. Most commonly, unprofessionally produced videos are not considered a part of high culture. In his book The Cult of the Amateur, Andrew Keen describes user-generated content as useless and profane. He also labels active YouTubers as 'videographer monkeys' (2008). Memes that gain popularity through YouTube do not hold any aesthetic value and have nothing in common with classical art.
I find such as statement to be unprofessional and showing of a limited view. User-generated content is a fine example of how modern art can break the mold. YouTubers' ideas can be innovative, with people thinking outside of the box, because their efforts are not always aimed at gaining profit. Additionally, it has increasingly become apparent that a project is not creative only because it has been deigned as such by a specialist. David Gauntlett argues that following only specialists' opinions of what is creative and what is not destroys the concept of new and fresh talent, which hinders the development of art in general (2011).
The ideas, time and effort put into this project certainly deserve some form of recognition. You can see humor, you can see complex choreography, you can see acting. Design, cinematography, editing, music. Many examples of what is considered creative and artistic. The fact that it is unconventional does not make it unworthy of praise. In reality, many of the YouTubers in the video started their careers as amateurs who created content in order to connect with others. Their efforts were aimed at being able to express themselves and establish a connection with those who have similar interests.
Some might argue whether this piece of work can be put under the creative and artistic category. YouTube is known for being a platform used by amateurs and professionals alike. However, it is the unprofessional content that has caused controversy on whether videos such as 'YouTube Rewind' can be considered a form or art. Most commonly, unprofessionally produced videos are not considered a part of high culture. In his book The Cult of the Amateur, Andrew Keen describes user-generated content as useless and profane. He also labels active YouTubers as 'videographer monkeys' (2008). Memes that gain popularity through YouTube do not hold any aesthetic value and have nothing in common with classical art.
I find such as statement to be unprofessional and showing of a limited view. User-generated content is a fine example of how modern art can break the mold. YouTubers' ideas can be innovative, with people thinking outside of the box, because their efforts are not always aimed at gaining profit. Additionally, it has increasingly become apparent that a project is not creative only because it has been deigned as such by a specialist. David Gauntlett argues that following only specialists' opinions of what is creative and what is not destroys the concept of new and fresh talent, which hinders the development of art in general (2011).
The ideas, time and effort put into this project certainly deserve some form of recognition. You can see humor, you can see complex choreography, you can see acting. Design, cinematography, editing, music. Many examples of what is considered creative and artistic. The fact that it is unconventional does not make it unworthy of praise. In reality, many of the YouTubers in the video started their careers as amateurs who created content in order to connect with others. Their efforts were aimed at being able to express themselves and establish a connection with those who have similar interests.
When you watch the video, you see not only acts from self-created YouTube stars, but also from professionals in the entertainment industry. This is something I particularly enjoy, as it shows that creativity and entertainment has shifted from glossy polished acts to raw and personal pieces of work. It shows that anyone can be creative, because these are people who are just like you and me.
YouTube has also uploaded 'Behind the Scenes' footage, which shows how the shots were taken:
It is plain to see that this was not an easy feat. The whole process took them four full days of filming. Hundreds of people were involved, who devoted time and energy to this project, just to make the viewer on the other side of the screen smile. I find this not only creative. I find it beautiful, a great way to show that art can be fun, not just professional. If in some alternate universe I was asked to join for next year's production, I would love to.
Sources:
GAUNTLETT, D., 2011, Making is Connecting: The Social Meaning of Creativity, from DIY and Knitting to YouTube and Web 2.0., Polity Press
KEEN, A., 2008, The Cult of the Amateur: How blogs, MySpace, YouTube, and the rest of today's user-generated media are destroying our economy, our culture, and our values, Doubleday
Sources:
GAUNTLETT, D., 2011, Making is Connecting: The Social Meaning of Creativity, from DIY and Knitting to YouTube and Web 2.0., Polity Press
KEEN, A., 2008, The Cult of the Amateur: How blogs, MySpace, YouTube, and the rest of today's user-generated media are destroying our economy, our culture, and our values, Doubleday
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