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What 20 Years of YouTube Reveals About Creativity’s Future

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Cannes Lions 2025 Keynote

It’s wonderful to be here in Cannes, recognizing the latest in creative storytelling and innovation. I can’t think of a better place to celebrate YouTube’s 20th birthday.

It all began with a 19-second video: “Me at the Zoo.” Then, pioneers like iJustine, Smosh and Philip DeFranco started uploading and solidified “creator” as a dream job for millions around the world.

Video by video, creator by creator, YouTube became a driving force in culture. A place where trends are born, movements are ignited, and creativity is constantly redefined. Anyone with an idea — whether an individual, artist, studio, or brand — can become a creator here.

Today, YouTube is THE epicenter of culture. I’m not talking about forgettable fads or one-hit-wonders we scroll right past. I mean culture with a capital “C.” The place where day after day, year after year, the events, conversations and voices that define the moment break through and leave their mark.

But today isn’t just about celebrating the last 20 years, it’s about casting our vision for the next 20 — and why I believe the next revolution in creativity and brand building will be made on YouTube.

At YouTube, creators have been captivating us since the beginning. In the early days, they uploaded grainy, unscripted videos from their bedrooms. They honed their craft, built communities, and spawned a new creative class.

Today, creators are the startups of Hollywood.

Like most startups, these creators are reimagining the industry that inspired them and creating new jobs for writers, editors, actors and producers. Some are even building state-of-the-art studios.

Take Inoxtag, a creator here in France, who wanted the world to see him climb Mount Everest. He assembled a full crew — screenwriters,, graphic artists, and a lead director.

Last year, his debut documentary, Kaizen, premiered in both cinemas across the country and on YouTube, where it racked up 17 million views in less than 48 hours.

Now these creators  are coming to the biggest screen in the house – the television. Viewers now watch over one billion hours of YouTube on their TVs every day… And for more than half of the top 100 most watched YouTube channels in the world, TV is their most watched screen.

With these audiences in mind, creators are serializing their shows and releasing them in HD, like The Broski Report, a weekly show celebrating pop culture.

Creators are pioneering the new TV… and it doesn’t look like the old TV.

When viewers tune in, they want to watch what matters to them, unconstrained by format, genre or style.

They want to experience the Grand Final of the Eurovision Song Contest, then watch past music performances by their favorite artists. They want to livestream the Cannes Film Festival alongside creators’ red carpet reactions and Palme D’or predictions. They want to watch highlights of the U.S. and France Olympic basketball matchup, followed by a two-hour podcast with a breakdown from NBA legends.

And let’s talk about podcasts, one of the most relevant formats driving culture today. On YouTube alone, one billion viewers are watching podcasts every month.

Rotten Mango, hosted by creator Stephanie Soo, gained over 2 million new subscribers in just a year after she began incorporating video. She’s now topping our new weekly YouTube podcast charts.

Creators clearly have huge cultural power… backed by the relationships they build with their communities of ride-or-die fans. These fandoms don’t just follow culture, they shape it.

And rather than just watching a video, fans put their own unique spin on it. Last fall, Glitch dropped the animated dark comedy series, The Amazing Digital Circus. The pilot episode alone racked up over 300 million views. But the response from fans went even more viral. The songs, memes and spinoff content they created about the show collectively generated 25 billion views.

Fandom itself is becoming a form of creative expression — everything from reaction videos to fan art and more. And one of the easiest ways to jump in is through short form video.

At YouTube, we’re seeing a huge uptick in the amount of people creating — and watching — Shorts.

Today, I’m excited to share a new milestone: YouTube Shorts are now averaging over 200 billion daily views!

One last, critical point about these communities of fans: they don’t just exist online. Fandoms that start on YouTube drive culture in the real world.

In 2013, a group of creators came together over a shared love of gaming, calling themselves the Sidemen. Today, they’re one of YouTube’s largest collectives with more than 150 million subscribers across their channels.

They’ve created their own merchandise lines, opened a physical store, established a fast-food chain, and more. Every year, they compete against other creators in the Sidemen Charity Match. This year, they sold out Wembley Stadium — just like Taylor Swift, Ed Sheeran and BTS.

This explosion of creativity—from fan-made content to real-world moments—proves that fandom is no longer just about consumption; it’s a powerful force steering culture.

Now there’s another important way that creators are showing us what the future looks like: AI.

Like startups, creators are among the earliest adopters and fastest movers when it comes to cutting-edge technology.

I am incredibly excited by the potential of AI tools to empower human creativity.

We’re already seeing this on YouTube. Veo is Google Deepmind’s video generation model which lets you create AI-generated backgrounds and video clips for Shorts. We’ve put this model into the hands of creators with Dream Screen. Last month, Google announced the newest model: Veo 3, which vastly improves video quality and incorporates audio.

Today, I’m proud to share that Veo 3 will be coming to YouTube Shorts later this summer.

I believe these tools will open new creative lanes for everyone to explore. But what’s even more exciting than what you see on the screen, is how AI is helping creatives behind the scenes.

Language, for example, is one of the biggest barriers to growing a global audience. Our Auto Dubbing feature already translates videos across 9 different languages with 11 more coming soon, and dramatically increases the potential audiences a creator or brand can reach.

In the six months since creators started using this feature, we’ve already dubbed more than 20 million videos using AI.

The possibilities with AI are limitless.

A lot can change in a generation. Entertainment itself has changed more in the last two decades than any other time in history. Creators led this revolution.

My bet for the next 20 years? Creators will flip formats, blend genres, and push deeper into the mainstream — as brand ambassadors, big business ventures and visionary storytellers. Communities will continue to surprise us with the power of their collective fandom. And cutting-edge AI technology will push the limits of human creativity.

My biggest bet is that YouTube will continue to be the stage where it all happens. Where anyone with a story to share can turn their dream into a career… and anyone with a voice can bring people together and change the world.

Thanks for being a part of this journey with us.

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Don’t Just Watch, Decide: Final Days to Vote for AMVCA 12

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Vote for AMVCA 12

As the countdown to the 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA) draws closer, fans across Africa still have a chance to do more than just watch, they can decide.

Voting is officially in its final days, and this is the moment for audiences to show up for their favourite actors, filmmakers, and stories that have made an impact over the past year.

The AMVCA has always stood out as an award platform that gives viewers a choice, allowing fans directly influence who takes home some of the biggest honours on the night. From standout performances to fan-favourite productions, every vote contributes to shaping the final outcome.

Voting is quick, simple, and free. You can cast your vote via the official AMVCA website or through the myDStv and myGOtv apps. Simply log in or create an account, select your favourites across the categories, and submit. You can also vote multiple times across these platforms to increase your support.

Voting for AMVCA 12 closes on April 26, 2026, at 9:00 PM WAT, and once that window closes, that’s it, no extra time and no second chances.

A lot of people wait until the last minute and either forget or run into issues trying to vote at the same time as everyone else. It’s always better to get it done early.

The awards night will come, the winners will be announced, and conversations will happen again, but between now and then is the only time you actually get to influence the outcome.

So if there’s someone you’re rooting for, or a project you genuinely believe deserves it, this is the time to show up.

Don’t just watch how it plays out. Be part of the reason it plays out that way.

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Taking Aspiring Filmmakers From the Classroom to Prime-Time

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Classroom to Prime-Time

For many aspiring filmmakers, the ultimate culmination of their cinematic dreams is to be able to live through the art form they love. 

Filmmakers don’t just want to make a film. They want to build a career doing it. To achieve that, they need training that equips them with industry-relevant skills of the highest standard. 

For the MultiChoice Talent Factory (MTF), this understanding is integral to all of its programmes. Academy graduates are equipped with the precise skills required by their industry, empowering them to become prime-time TV professionals.

Since MTF is a MultiChoice initiative, its three academies – in Lusaka, Nairobi and Lagos – provide training in the specific, high-demand technical skills needed by the industry-leading content producer.

MultiChoice, a Canal+ company, is the largest producer of authentic, original content on the African continent. “Africa’s most-loved storyteller” produced 5 340 hours of world-class local content in 2025. 

MTF students are trained to these exacting MultiChoice standards. This leaves them well placed to excel in the industry once they graduate. 

And excel, they do. MTF graduates speak with pride of the success they have found since leaving the highly respected hub of African film and television training.

Technical skills

Actor, producer, writer and storyteller Myde Glover went on from MTF West Africa Academy to host film festivals and win Africa Magic Viewers’ Choice Awards (AMVCAs). 

He credits much of his success to the storytelling skills he learned at MTF, as well as the technical standards the MTF Academy sets. 

“The storytelling skills I gained at MTF helped me become a better actor, producer and director. It helps me put the story first,” he says. “However, I was also taught the technical and delivery requirements for submitting projects to platforms like DStv, GOtv, and Showmax. I approach every project with those standards in mind, understanding that quality matters in every aspect.”

Glover says the three most important things for aspiring filmmakers to remember are teamwork, being open to constructive criticism, and staying focused on their goal. 

“Strong collaboration improves the quality of any production, feedback helps you grow creatively, and focus ensures you see projects through without losing sight of why you started,” he says. 

Lifetime network

Graduating from MTF provides filmmakers with a network that can last a lifetime. Alumni often hire each other as they evolve through their working lives, creating a self-sustaining ecosystem of skilled professionals.

Bahati Kajigi Benjamin from DRC found that MTF gave him the network he needed to tell stories close to his heart. 

“My experience with MTF was incredible,” says Benjamin. “I formed a family with my fellow students, and we bonded deeply. We collaborated on numerous films and wrote one that is particularly meaningful to me, illustrating the struggles of my people.” 

That film was titled The Canvas, a Zee World project.

Benjamin currently works as a camera operator and editor at Sauti Media Hub in Uganda, producing Kampala Creme, one of the top East African reality shows. He says he secured the position through a recommendation from a fellow MTF alumnus.

Benjamin says his time at MTF was invaluable in honing his skills in cinematography and colour grading.

“I gained extensive knowledge about camera techniques, lighting, and colour harmony in film, which I am currently applying in my role at Kampala Creme. 

Benjamin appreciates the importance of paying opportunities forward. He recently shared his cinematography expertise on a three-month online platform called Film Chat, aimed at empowering up-and-coming African creatives.

His advice to young creatives is to never overlook the importance of marketing themselves, and to remember that filmmaking is a business. 

“Funders want to understand more than just the script or story,” he says. “You should spend time discussing the financial aspects and the impact the film will create. This is what appeals to investors. Ultimately, it’s an investment for a return.”

Career transformation

MTF West Africa graduate Allen Onyige pursued his passion for human behaviour and storytelling at MTF after leaving university and working in live broadcasting. He describes his time at MTF West Africa as “transformative”.

“MTF refined my creative vision, strengthened my technical skills, and played a pivotal role in shaping my journey as a filmmaker,” he says. “The experience changed my life and set me on the path toward meaningful visual storytelling.”

He says understanding the business side of broadcasting was just as important as the creative skills he gained. 

After he left MTF, his production company was commissioned by Africa Magic to produce several series and feature films, including Ikenna’s Trial, Sikiru, Elenini, Kadara, and Dear Future Me. 

In 2024, Onyige won the Best Indigenous Language Series award at the AMVCAs for Irora Iya. He also served as director of photography on Grind, now on Amazon Prime. His documentary Sunset in Makoko was nominated for Best Documentary at the AMVCAs. He also worked as a cinematographer on the Emmy Award–winning documentary Mothers of Chibok.

Onyige says young people looking to build a career in film and TV should first look to learn the craft and business of filmmaking, but to master one specific skill. Secondly, he recommends being a team player who sets high standards. 

“Be a man or a woman of excellence,” he says. “Integrity will get you jobs that talent alone may not be able to give you.”

  • To learn more about the MultiChoice Talent Factory and how to launch a career in African film and television, visit https://multichoicetalentfactory.com 

  • Applications for the 2027 intake are still open, and the closing date is 27 May 2026.

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Dear Fashion Designer Ready-To-Wear Masterclass Holds May 28

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Ready-To-Wear Masterclass

By Modupe Gbadeyanka

On Thursday, May 28, 2026, the highly anticipated Ready-To-Wear Masterclass, organised by Dear Fashion Designer, will take place.

This event, according to the organisers, will be live and in-person, with topics to be covered including Fashion Product Life Cycle, Manufacturing for Ready-To-Wear, Fashion Law, Marketing Strategy, Digital Literacy, and 3D Fashion Technology.

These six masterclass features will have experts dissecting the topics, with each session curated to give designers practical, real-world insights, no fluff, just the tools needed to build, scale, and sustain a fashion business in today’s fast-evolving market.

Beyond the learning, attendees will also gain access to valuable networking opportunities, connecting with industry experts and like-minded designers shaping the future of African fashion.

The first edition of the initiative was powerful and successful, with participants speaking glowingly of it.

The debut virtual session had over 200 fashion designers across Africa in attendance, sparking strong testimonials around clarity, growth, and direction.

Coming off the momentum of the Dear Fashion Designer Vision Board Retreat held in January 2026, the brand continues its mission to help designers move from ideas to execution, bridging the gap between creativity and structure in the African fashion industry.

Registration for the programme is available via the link in Sonayon Cadmus’ Instagram bio, and intending participants can get more information via  [email protected].

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