[Commlist] Call for Submissions: the Youtube pivot: creators, community and going ad-free

Call for Submissions: THE YOUTUBE PIVOT: CREATORS, COMMUNITY AND GOING 
AD-FREE
Co-editors, Ruari Elkington and Sean Maher

Seeking contributions for The YouTube Pivot: Creators, Community and 
Going Ad-Free. Chapter submissions are sought for a prospective Palgrave 
Macmillan volume providing a critical overview of innovations with 
YouTube and other online video creators’ rejection of platform based 
programmatic advertising.

To date, much of the literature examining the struggle of YouTube 
Creators to build sustainable careers has focused on challenges embedded 
in the singular economic underpinning of both YouTube and parent company 
Alphabet. Both companies rely heavily on traditional advertising revenue 
to sustain their business and promote further growth. Indelibly linked 
as they are, much of the analysis to date has struggled to separate 
questions of AdSense and advertising revenue from notions of successful 
careers on YouTube. Indeed, these metrics of how successful online video 
creators are understood, (subscriber count, subscriber growth, video 
views and watch-time) are the same metrics by which YouTube seeks to 
monetize and demonstrate value to advertisers.

Industry reporting of the relative importance of advertising revenue for 
YouTubers continues to vacillate between inconsequential and integral. 
For every industry report on the need for creators to diversify away 
from AdSense reliance, another article exists warning of a return to the 
“Adpocalypse” revenue fallout of the 2017.
A gap currently exists in the literature on YouTuber’s, their community 
and their careers. The volume will take account of the ways in which 
creators are seeking a “pivot” away from the YouTube ecosystem in order 
to build and sustain careers independent of the vagaries of AdSense 
algorithms.

As content creators seek new opportunities of authentic community 
engagement the most well-known YouTuber (PewDiePie) recently decamped 
over ad-revenue and partnership model disputes to join an ad-free, 
community supported blockchain platform. The volume will offer timely 
case studies and analyses of YouTube creators pivoting into new, 
uncertain and unconventional models of community and fan based support 
of their creative labour.

The YouTube Pivot: Creators, Community and Going Ad-Free, will profile 
online video makers who dare to ask: When programmatic advertising, 
product placement and sponsored content are taken out of the YouTube 
ecosystem – what’s left?

We welcome chapter contributions that explore, but are by no means 
limited to, the following topics:
 Merchandise revenue streams
 Crowdfunding (distinct from Patreon)
 Patreon (distinct from Crowdfunding)
 Live appearances, speaking tours
 Book publishing
 Subscription and membership models for video content
 Online course revenue and other education partnerships
 Commissioned content creation for clients outside of YouTube (BtoB)
 Commissioned content creation for public outside of YouTube (BtoC)
 Accessing existing public/private screen funding to create 
non-online/ad-supported content
 Accessing emergent funding from traditional screen funders to create 
online/ad-supported content outside of the YouTube ecosystem.

Contributions or questions can be made to (ruari.elkington /at/ qut.edu.au)
Dr Ruari Elkington (FHEA)
Lecturer  in Creative Industrie
Queensland University of Technology (QUT)
ARC Centre of Excellence in Creative Industries and Innovation, QUT
---------------
The COMMLIST
---------------
This mailing list is a free service offered by Nico Carpentier. Please use it responsibly and wisely.
--
To subscribe or unsubscribe, please visit http://commlist.org/
--
Before sending a posting request, please always read the guidelines at http://commlist.org/
--
To contact the mailing list manager:
Email: (nico.carpentier /at/ vub.ac.be)
URL: http://nicocarpentier.net
---------------