VidCon, the annual online video convention that has become the impact industry’s biggest event, returns to the Anaheim Convention Center in California this fall. And it has a new major sponsor: TikTok.

Tuesday’s announcement, first reported by Variety, cemented the app’s ascent after a year of huge growth and reflected the changing social media landscape, where stardom is more likely to come overnight to TikTok than to YouTube, which has been a major sponsor of VidCon since 2013.

TikTok, which was introduced in the U.S. in 2018, was remembered at the last VidCon in 2019. Its boisterous party drew such a crowd that hundreds of creators were left standing at the entrance.

This year, the company’s presence will only get bigger. TikTok will invite many of the app’s top creators to the events, and one of the company’s executives will give the keynote address.

Since its inception in 2010, VidCon has been an opportunity for creators to network with entertainment and technology executives, close deals with brands, network and meet fans. Last year, VidCon drew more than 75,000 attendees.

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In past years, the convention has been dominated by YouTubers, but the creator economy has changed significantly over the past year.

A YouTube spokesperson said the company will maintain its presence at this year’s event, which runs Oct. 21-24.

“We prioritized the health and safety of our creators, fans and employees when we thoughtfully worked through plans for VidCon a few months ago,” the representative wrote in an email. “We are pleased to continue to invest in our creators and VidCon as we have done since 2013 through new and different opportunities within the overall program.”

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