Adam S. Wescott

With all of the recent attention being paid to YouTube multi-channel networks (MCNs), I want to share my personal opinion on the topic.

My first encounter with YouTube was from a privileged perspective: I launched eleven channels for Comcast Entertainment Group (E!, Style, G4). As an established media company with a wealth of video content, YouTube recognized our potential on their platform and rolled out the red carpet.

As I developed the network of Comcast channels, YouTube shared their inner-workings and even developed new functions specifically for us.

After leaving Comcast, I worked with independent Creators on YouTube including Phil DeFranco and Toby Turner for “CuteWinFail.” I quickly learned not all channels received the same attention and privileges of Comcast. Independent YouTubers were struggling to handle the many requirements of producing and publishing original video regularly—let alone actual monetizing it!

This is where networks like Machinima and Maker stepped in. They offered consistent revenue for Creators and allowed them to do what they love while making a standard CPM.

Today, the platform and the Creators have greatly evolved and, now, so must the networks. The land grab of channels is over. Even Maker and Machinima admittedly are refocusing their businesses on targeted categories (ie Comedy, Style, Gaming, Mothers, etc). I have great respect for my friends at BigFrame who emphasize the importance of nurturing and managing their talent as well as building a network of channels.

In my newest role at PMC Studios, I’m identifying talent and brands that have growth potential on and off YouTube. Again, I’m in the privileged position of working for an established media company who is not reliant on YouTube. Instead, our approach is targeted and long-term. I’m committed to 100% transparency and always work with our partners to identify exactly what their needs are—now and as they evolve.

If anything the recent news of Ray William Johnson’s exit from Maker Studio is long overdue. There have been many exits before Ray—but much less public. Ray’s exit signifies a changing of the tides in which networks must truly justify their business and offerings to independent Creators on YouTube.

The network model will only continue to thrive as YouTube updates it’s design and focus towards premium content. Networks empower Creators by combining reach and providing resources they would not be able to fund on their own.

The YouTube and online video industry has made huge strides over the past few years. 2013 will no doubt bring even more change to our fun, young, and ultimately content-based industry. Here’s to the continued evolution of quality and consistency in online video!

This week I attended another successful Digital Hollywood event. I had the pleasure of sitting on a panel with my accomplished peers (listed below).

I was particularly excited to hear from “Jimmy Kimmel Live” EP Doug Deluca.  For those of you that have seen my YouTube Clean-Up and Optimization Tips deck, I often use the Jimmy Kimmel channel as an example of how to do it right.

The biggest takeaway from the “New Hollywood Equation” panel is the reassurance that we no longer need to validate why online video is important. We know it is. Now, it’s all about figuring out which models work and, ultimately, what generates the most revenue. We all have slightly different approaches to what we’re producing and distributing, but we’re all empowered to create the best content possible.

Bruce Gersh, President-CEO, FishBowl WorldWide Media
Doug Deluca, co- executive producer, Jimmy Kimmel Live
Kristin Jones, Chief Creative Officer, Vuguru
Dan Goodman, co-founder, Believe Entertainment Group, The LeBrons, In the Booth with Tiësto
Adam S. Wescott, Vice President of Network Development, PMC Studios
Zack Smith, VP, Branded Content, Generate/Alloy Digital
Sarah Passe, Business Development Executive, Creative Artists Agency (CAA)
Mark J. Kapczynski, Chief Operating Officer, Kontrol Media, Moderator

Photo Credits: David Beebe (FishBowl Worldwide Media)/Kevin Winston (DigitalLA)

I attended my first VidCon in Anaheim, CA this past weekend. It was incredible to see the 8,000+ attendees who are true YouTube and online video fanatics. Everyone runs around with their channel name listed on a badge and you never know what YouTube ‘stars’ you’ll run into.

A personal highlight was bumping into MyDamnChannel’s DailyGrace (Grace Helbig). As a YouTube content creator, I’m always asked “What do you watch on YouTube?”—and my answer is DailyGrace! Two years ago I sent a mass email to my friends directing them to Grace’s videos. She’s hilarious and her comedy is perfectly suited for daily YouTube videos. Of course, I told her this embarrassing story (while finishing off my second vodka soda…). She was so humble, fun and cute. She even said hi the next day. Hopefully next time she’s in LA we can hang.

I also (re)met this year’s female YouTube stand-out, Jenna Marbles. I originally met Jenna a year ago at a random panel w/ BigFrame’s Sarah Penna. Back then Jenna totally flew below the radar. She was a raunchy, emo girl from Boston with one viral hit at the time (“How to Trick People Into Thinking You’re Good Looking”). Now she’s the top female on YouTube! And, even better, she LOVES our show “Beauty Vlogger Boot Camp.” So validating to know other YouTube personalities actually watch our content.

I’m already excited for next year’s VidCon to be bigger and better than ever. I really hope we can expand our presence and have a fun booth for people to stop by and hang with EQAL and u  look haute, etc.

Take a look at some of the VidCon fun:

Rebecca Black Interview (JennaMarbles and DailyGrace Coming Soon):

Elle and Blair on “What’s Trending” w/ Shira Lazar:

“Rolling Stone” VidCon Write-Up

We were featured on the YouTube homepage today! I’m especially proud of this one because ReNailz is our homegrown talent I plucked from EQAL’s team of bloggers. I saw her on-camera potential the second she opened her mouth (and never closed it!). She’s genuinely passionate about fashion and nail art—oh, and the nickname “ReNailz” didn’t hurt either!

Hopefully, this is the first of many homepage features incorporating the good stuff we’re cooking up.

Get your nailz did!