Hollywood has finally caught on to the power of YouTube creators. And according to Paul Telner, head of programming at Viral Nation, the shift took years of fighting legacy networks to achieve.
“I remember taking creators to traditional U.S. cable networks, all the usual names, and they were like, ‘Yeah, maybe, but it has to be on the network’s terms, and we’re going to own the YouTube channel,'” Telner told Tubefilter. “These deals were terrible!”
Creator IP Gold Rush
The turning point came with a string of successful creator-led films. Iron Lung, Backrooms, and Obsession proved that audiences will pay to watch content originally built for the internet. Now streamers are courting creators rather than demanding ownership of their channels.
“It’s no longer ‘You’re lucky to be in a room with us, you’re lucky to get a show, take it or leave it,'” Telner said. “It’s now much more democratic, much more ‘How can we work together?'”
Telner says the conversations have changed dramatically. “The meetings are friendlier and more fun than I’ve ever seen,” he said. He and his creators are in talks with casting teams, production companies, and studios across North America and Europe every week.
VidSummit Panel
Telner will discuss the shift at VidSummit, the digital marketing conference running Sept. 29-Oct. 1 at the Irving Convention Center in Texas. His panel, From Audience to Empire: How Today’s Creators Are Turning Influence Into Brands, IP & Global Franchises, runs Sept. 30 at 1:25 p.m.
He will sit alongside Viral Nation Director of Talent Ray Ligaya and Xavier Mortimer, a professional magician with a show in development at Viral Nation. Mortimer says traditional media now sees creators as a mature creative force.
“We were just kids talking into a phone, doing stuff in front of it, putting it out there, and now [they see] there’s so much more to it,” Mortimer said. “I’ve developed a full brand, my way of performing my art, my magic, and we’re opening doors to share that in the TV and movie space now.”
What They Will Cover
Telner plans to break down the mechanics of developing a show around a creator. He wants to explain why Mortimer was chosen and how the team picked the producers to back him.
“We’ll talk about how we package that show, and how we figure out which producers are the best producers in entertainment to surround him and give him the backing of an amazing team,” Telner said.
The goal is for Mortimer to serve as a case study. Other creators, managers, and producers can learn from his experience and apply it to their own projects.
Navigating the Gold Rush
With the “gold rush” in full swing, creators have plenty of fresh opportunities. But Telner warns they need to know how to secure deals that benefit everyone — especially themselves.
“Now is the time to greenlight yourself and make stuff happen,” Telner said. “If you’re a creator and you’re reading this article, now is your time. Do not overthink posting. Post, post, post, feed your audience, because Hollywood is listening. YouTube and social media is the greatest casting call of all time.”
The Shift in Order
| Stage | Timeframe | What Changed |
|---|---|---|
| Creator struggles | Years ago | Rejection from networks, demands for channel ownership |
| Creator successes | Recent | Iron Lung, Backrooms, Obsession |
| Streamer pivot | Now | Partnerships, not ownership, are the model |
| VidSummit panel | Sept. 30 | Case studies on turning influence into brands |
Key Names and Dates
- Paul Telner — head of programming at Viral Nation
- Ray Ligaya — director of talent at Viral Nation
- Xavier Mortimer — professional magician with a show in development
- VidSummit — Sept. 29-Oct. 1, Irving Convention Center, Texas
- Panel: From Audience to Empire — Sept. 30, 1:25 p.m.
The Bottom Line
Creators who once struggled to get network attention are now being courted by streamers. That is a remarkable change in position, and it is the result of years of work.
Telner’s message is simple: the time to act is now. Post, create, and build your own opportunities while the market is receptive. Hollywood is listening, and the casting call is open.
See the video the story is built around at Tubefilter.
Get the Notebook.
The day's best stories and every fresh verdict, in plain English, in your inbox by seven. One email a day, no more.