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Empowering Creativity: Building Businesses and Jobs In Europe’s Creator Economy

For centuries, Europe has actually been a cultural powerhouse, exporting its art, theatre, literature and music to all corners of the world. From Renaissance masterpieces to the symphonies of Beethoven, Europe’s creators have shaped the way millions of individuals we envision and experience the world.

Today, this legacy continues, but in a significantly various landscape. The digital age has transformed how material is produced and shared, democratising the tools of development and breaking down old barriers to gain access to. Anyone with a mobile phone and employment a stimulate of imagination can now end up being a material producer and reach a global audience.

Platforms like YouTube have actually ended up being main to this new ecosystem. These platforms not only empower creators to share their stories, however likewise drive financial growth and community building in ways inconceivable simply a few decades earlier. Today’s developers are not restricted to the beauty salons of Paris or the show halls of Vienna – they are reaching millions from home studios, transcending borders with a single upload.

In 2022, YouTube’s innovative community alone added over EUR5.5 billion to the GDP of the EU27 – and supported more than 150,000 full-time equivalent jobs. According to Oxford Economics, 7 out of 10 European developers who generate income from YouTube agree that the platform assists them export their material to global audiences which they would not access otherwise.

We need to encourage the work that young developers are doing, and assistance platforms and developers alike

This changing landscape was the focus of a recent discussion at the European Parliament in Brussels, where policymakers and YouTube developers came together to check out the profound impact of the developer economy. By analyzing how platforms like YouTube are improving the imaginative community, the event highlighted the potential for European creators to not just amuse however to produce tasks and enhance Europe’s cultural footprint worldwide.

Zala Tomašic, an EPP MEP from Slovenia and a member of the CULT Committee, kicked off the conversation with a personal story, revealing that she had as soon as harboured ambitions to be a « YouTube star ». As a child she created a channel, however her ambitions fell at the first difficulty when she understood quite just how much competence is required across editing, sound, lighting, recording, and marketing for material production. « Companies employ big departments to do what a developer does on their own, all by themselves, » she noted.

Gaspard G – another of the participants – was more effective in his efforts at constructing a career on YouTube. G started posting on YouTube at the age of 10, and quickly began his own channel, covering a mix of politics and current events. Since then, his channel has grown to more than 1.1 million customers. He is also the founder of a creative media company, representing developers on YouTube, Instagram, TikTok, and LinkedIn.

Earlier this year, he was designated Secretary General of the Union of Influence Profession and Content Creators (Union des Métiers de l’Influence et des Créateurs de Contenus, or UMICC), the first professional federation devoted to the influencer sector in France. In his speech about ending up being of a successful creator, he highlighted the increasing power and obligation of YouTube developers, a few of whom progressively exceed standard media outlets in reach. This brings with it duty to professionalise, he stated. Alongside supporting and representing influencers, UMICC aims to create recognition and ethical requirements for online creators, to bring it into line with other identified professions.

MEP Tomašic worried that, while policy-makers must resolve some difficulties such as data defense and the spread of mis- and dis-information, they ought to not lose sight of the « big favorable elements » that platforms like YouTube bring. « They develop an environment where people can access info, get rid of barriers to the spread of knowledge, and open amazing chances for employment and development, » she stated, keeping in mind how numerous entrepreneurs and small companies use these platforms to reach more comprehensive audiences and constructing their brands while developing new job chances. Additionally, she noted how social networks continues to enhance advocacy and awareness on social problems, offering a powerful tool to activate neighborhoods and drive change.

To ensure Europe realises its possible as an international hub for imagination, she prompted policy-makers to do more to support digital abilities advancement. « We need to increase the digital literacy abilities. We need to purchase the digital space. We need to encourage the work that young developers are doing, and we need to support platforms and developers alike, » she included.

Veronika Cifrová Ostrihoňová MEP, a former reporter, echoed these ideas, however expressed her issues about the function of social networks in spreading out false information. « Although social media is a fantastic tool for us to utilize, it’s simply a tool, » she stated. « We need to deal with problems like false information, disinformation, and algorithmic blind spots. »

David Wheeldon, Managing Director and Head of EMEA Government Affairs and Public Policy at YouTube, highlighted the platform’s distinct position in the innovative economy. YouTube not only offers an area for to share their work but also drives financial and employment community development. Creators are not simply developing professions for themselves. As Gaspard G programs, they are also shaping the future of media by developing jobs and building entire media business and sectoral organisations. As Wheeldon highlighted, YouTube creators in Europe are reaching a global audience, with 65% of their watch time originating from outside the continent. This broad reach provides an opportunity for European developers to buy their culture and imagination, extending their impact worldwide.

Looking ahead, YouTube is checking out ingenious ways to help developers reach even larger audiences. Wheeldon announced the approaching expansion of AI tools, such as YouTube Aloud, which uses AI to dub creators’ voices into other languages. « We are going to launch YouTube Aloud in more and more languages in Europe, where AI will take your voice and lip sync and you will be talking in another language, » he explained. « We have actually got 5 languages up and running, and we’re going to construct that in time. This develops a massive chance for all creators in Europe to gain access to audiences across the continent and beyond. »

The occasion highlighted the need for policymakers to recognize the capacity of the creator economy and employment foster an environment that supports digital abilities. MEP Tomašic noted that the creative economy uses youths an unique chance to turn their passions into occupations. « 60% of Generation Z and millennials want to turn their hobbies into a profession, » she said, highlighting the sector’s importance to future task markets.

By purchasing digital literacy and supporting platforms that empower developers, Europe can strengthen its position as an international center of creativity and development. As MEP Tomašic concluded, the creator economy isn’t almost individual success – it has to do with building a vibrant, sustainable cultural and financial ecosystem that benefits all of Europe.

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