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About Us

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

For centuries, Europe has been a cultural powerhouse, exporting its art, theatre, literature and music to all corners of the globe. From Renaissance work of arts to the symphonies of Beethoven, Europe’s developers have formed the method countless individuals we picture and experience the world.

Today, this tradition continues, but in a significantly different landscape. The digital age has changed how material is produced and shared, democratising the tools of production and breaking down old barriers to gain access to. Anyone with a smart device and employment a spark of creativity can now become a material producer and reach an international audience.

Platforms like YouTube have actually ended up being main to this brand-new community. These platforms not just empower creators to share their stories, but also drive financial development and neighborhood structure in ways unimaginable simply a few decades earlier. Today’s developers are not restricted to the beauty parlors of Paris or the auditorium of Vienna – they are reaching millions from home studios, transcending borders with a single upload.

In 2022, YouTube’s innovative ecosystem 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 creators who earn cash from YouTube agree that the platform helps them export their material to worldwide audiences which they would not access otherwise.

We require to motivate the work that young developers are doing, and support platforms and developers alike

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

Zala Tomašic, an EPP MEP from Slovenia and a member of the CULT Committee, started the conversation with an individual story, revealing that she had once harboured aspirations to be a « YouTube star ». As a child she created a channel, however her aspirations fell at the first obstacle when she understood quite how much competence is required throughout editing, sound, lighting, recording, and marketing for content creation. « Companies use huge departments to do what a creator does on their own, all by themselves, » she kept in mind.

Gaspard G – another of the guests – was more effective in his efforts at developing a career on YouTube. G started publishing on YouTube at the age of 10, and quickly started his own channel, covering a mix of politics and present occasions. Since then, his channel has actually grown to more than 1.1 million subscribers. He is likewise the creator of a creative media company, representing developers on YouTube, Instagram, TikTok, and LinkedIn.

Earlier this year, he was selected 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 committed to the influencer sector in France. In his speech about becoming of a successful creator, he highlighted the increasing power and responsibility of YouTube developers, some of whom progressively go beyond standard media outlets in reach. This brings with it obligation to professionalise, he said. Alongside supporting and representing influencers, UMICC aims to produce and ethical requirements for online creators, to bring it into line with other acknowledged professions.

MEP Tomašic worried that, while policy-makers should address some challenges such as data security and the spread of mis- and dis-information, they need to not lose sight of the « huge positive aspects » that platforms like YouTube bring. « They create an environment where people can access information, eliminate barriers to the spread of knowledge, and open up amazing opportunities for employment and development, » she stated, noting how numerous entrepreneurs and small services use these platforms to reach more comprehensive audiences and employment constructing their brand names while producing new job chances. Additionally, she noted how social networks continues to amplify advocacy and awareness on social problems, supplying an effective tool to set in motion communities and drive modification.

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

Veronika Cifrová Ostrihoňová MEP, employment a former reporter, echoed these concepts, however expressed her concerns about the role of social networks in spreading false information. « Although social media is a wonderful tool for us to use, it’s just a tool, » she said. « We require to deal with concerns like misinformation, disinformation, and algorithmic blind spots. »

David Wheeldon, Managing Director and Head of EMEA Government Affairs and Public Policy at YouTube, highlighted the platform’s unique position in the innovative economy. YouTube not only supplies an area for developers to share their work however likewise drives financial and community advancement. Creators are not just constructing professions for themselves. As Gaspard G programs, they are also forming the future of media by creating tasks and developing entire media business and sectoral organisations. As Wheeldon highlighted, YouTube creators in Europe are reaching a worldwide audience, with 65% of their watch time originating from outside the continent. This broad reach presents an opportunity for employment European creators to invest in their culture and imagination, extending their impact worldwide.

Looking ahead, YouTube is exploring innovative methods to assist creators reach even bigger audiences. Wheeldon revealed the upcoming growth of AI tools, such as YouTube Aloud, which uses AI to call creators’ voices into other languages. « We are going to launch YouTube Aloud in a growing number of 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 five languages up and running, and we’re going to build that over time. This creates an enormous opportunity for all developers in Europe to gain access to audiences across the continent and beyond. »

The event underscored the need for employment policymakers to acknowledge the capacity of the creator economy and cultivate an environment that nurtures digital skills. MEP Tomašic noted that the imaginative economy provides young individuals a distinct opportunity to turn their passions into professions. « 60% of Generation Z and millennials wish to turn their hobbies into an occupation, » she stated, highlighting the sector’s importance to future job markets.

By buying digital literacy and supporting platforms that empower developers, Europe can solidify its position as a worldwide hub of imagination and innovation. As MEP Tomašic concluded, the developer economy isn’t simply about private success – it’s about building a lively, sustainable cultural and economic community that benefits all of Europe.

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