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What 20 Years of YouTube Reveals About Creativity’s Future

Published

9 months ago

24/06/2025

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.

Related Topics:Cannes Lions 2025 Keynote YouTube YouTube at 20 YouTube Epicentre of culture YouTube’s 20th birthday

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The Best AI Music Sites for Testing Creative Direction

Published

8 hours ago

04/04/2026

Dipo Olowookere

A great deal of creative work fails before it ever becomes visible. The lyric stays in a notes app. The campaign concept remains a vague mood board. The video edit waits for a soundtrack that never arrives. The product teaser feels almost finished but emotionally incomplete. In many of these cases, the problem is not lack of imagination. It is the difficulty of testing direction quickly enough. People can often describe what they want more easily than they can produce it. That is why an AI Music Generator has become valuable far beyond entertainment. It helps creators test whether an idea actually works in sound.

This is a better way to understand the rise of music AI. The category is not only about replacing production. It is about accelerating evaluation. A creator with a vague concept can now ask for several musical directions and compare how each one changes the feel of the project. A lyric writer can hear whether a phrase holds up melodically. A marketer can judge whether a launch video should sound cinematic, calm, urgent, or playful. A small team can move from mood assumptions to audible evidence much faster than before.

When music AI is treated as a tool for testing direction, ToMusic deserves the first position in a top-ten ranking. The platform is not simply about output. It is about interpretability. It gives users a visible path from prompt or lyrics to song creation, offers multiple model choices, supports an instrumental option, and keeps the process close to how people naturally think about ideas. That combination matters because it lowers the friction of creative testing. In that sense, Text to Music is not only a feature category. It is a decision-making tool for modern creators.

Why Creative Direction Matters More Than Pure Output

Many AI music discussions focus too heavily on the final sound. That misses the earlier stage where most value appears.

Creative work begins with uncertainty

At the start of a project, people often do not know exactly what they want. They know the feeling they are aiming for, but not yet the best execution.

Hearing options clarifies ideas faster than imagining them

It is easier to compare two concrete musical versions than to compare two abstract mental possibilities. AI makes those comparisons cheaper and faster.

Direction testing is useful even when the track is not final

A generated result can still be highly valuable if it tells the user what to change next. Not every output needs to be the finished piece in order to be useful.

The best platforms reduce the cost of exploration

The more easily a tool helps users test another direction, the more practical it becomes in everyday work.

The Ten Best Music AI Platforms for Direction Testing

This ranking focuses on which platforms help users hear, compare, and refine creative directions most effectively.

Rank	Platform	Best Direction Testing Strength	Best Use Case	Main Limitation
1	ToMusic	Clear movement from prompt or lyrics to testable output	Broad creator use, from songs to instrumentals	Still depends on the quality of the brief
2	Suno	Fast comparison of complete song ideas	Immediate full-song testing	Sometimes broad rather than precisely targeted
3	Udio	Strong feel for alternate musical interpretations	Creative exploration and stylistic testing	Often rewards more patient steering
4	SOUNDRAW	Quick testing of background music tone	Creator content and media scoring	Less central for lyric-driven songs
5	Beatoven	Mood comparison for visual projects	Video and podcast emotional framing	Narrower than song-first platforms
6	Mubert	Rapid utility-based soundtrack trials	Social and commercial content	More functional than emotionally nuanced
7	AIVA	Structured compositional direction testing	Soundtrack and arrangement-minded users	Less instantly approachable
8	Loudly	Creator workflow experimentation	Broader creator ecosystem use	Can feel less focused at first touch
9	Boomy	Easy first tests for non-musicians	Beginner experimentation	Lower ceiling for deep control
10	Musicfy	Vocal style and voice direction testing	Voice-centered projects	More specialized than all-purpose

Why ToMusic Is the Strongest First Recommendation

ToMusic ranks first because it does more than generate music. It helps users organize uncertain ideas into a workable creative process.

It accepts multiple kinds of intent

Some people want to test a lyrical idea. Some want to test mood. Some want to know whether an instrumental version will serve the project better than a vocal one. ToMusic supports all of these without forcing users into a single rigid input style.

It makes the creative choices legible

A product becomes easier to trust when the user can see what it is asking for. ToMusic’s visible modes, model choices, and input paths reduce confusion and make experimentation more deliberate.

It turns early ambiguity into audible comparison

This is perhaps its most practical strength. A user can start with a basic direction, hear the result, identify what feels off, and then refine from there. That is how real creative work usually develops.

Its balance gives it broader relevance

A specialist platform can be excellent in one narrow task. ToMusic’s advantage is that it handles several adjacent tasks well enough to remain useful across different kinds of projects.

How the Other Platforms Fit This Same Goal

A top ranking is more credible when the alternatives are understood accurately.

Suno is extremely useful when speed is the main need

If a user wants a complete sounding draft quickly, Suno remains one of the most accessible choices. It is especially useful when the purpose is to judge direction rather than to finalize detail immediately.

Udio is strong for users who enjoy refinement

Some creators want more than a quick answer. They want a platform that invites comparison and iterative musical shaping. Udio often attracts those users.

SOUNDRAW and Beatoven work best when music supports something else

These tools become especially valuable when the music is serving a video, podcast, or commercial asset. In those cases, the question is often not “Is this a great song?” but “Does this create the right atmosphere?”

Mubert is practical when turnaround matters most

For creators who need speed across many assets, a utility-first platform can be a better fit than a tool centered on songwriting or emotional nuance.

The lower-ranked tools still matter in specific scenarios

AIVA, Loudly, Boomy, and Musicfy each remain relevant when their narrower strengths match the task. The ranking is not about dismissal. It is about general usefulness across a broad set of creative tests.

The Official ToMusic Workflow as a Direction Testing Loop

One reason ToMusic ranks first is that its official flow is already aligned with the way people test ideas.

Step 1. Choose the creation route

Users begin by selecting a simpler or more custom path and then choose the model that suits the kind of result they want.

Step 2. Enter the idea in words or lyrics

The user can provide a description, style direction, title, or full lyrics. If vocals are not needed, instrumental mode is available.

Step 3. Generate the track and listen critically

The first output answers a simple question: is this direction promising enough to continue?

Step 4. Revise the brief if the direction is not right

If the result misses the emotional mark, the user changes the brief and tests another version. That cycle is the core of the product’s practical value.

How Different Types of Creators Use Music AI to Test Direction

The same platform category can serve very different creative situations.

Songwriters use it to hear possibility

A lyric on a page often feels unfinished until it meets melody and arrangement. AI tools help writers find out whether a phrase carries emotional weight in performance.

Video creators use it to test emotional framing

The same footage can feel dramatic, intimate, playful, or premium depending on the soundtrack. Music AI makes those comparisons much faster.

Brands and marketers use it to reduce concept risk

Before investing in custom audio production, teams can test different emotional routes and decide which one aligns best with the campaign.

Independent creators use it to extend creative reach

People without formal production training can now hear musical options that would previously have remained theoretical.

Professionals use it as an early-stage filter

Even experienced creatives can benefit because the tools help them reject weak directions earlier and preserve time for stronger ones.

The Credible Limits of This Category

A realistic ranking should also explain where direction testing still has limits.

A platform cannot fully rescue a weak brief

If the creative input is too vague, the output may also feel vague. Clear intent still matters.

More options do not always create better choices

There is a point where too many variations can become distracting. Good users still need taste and selection discipline.

A draft is not the same as a finished piece

This sounds obvious, but it is important. The value of AI often appears before final production, not only at the point of release.

Testing direction still requires judgment

The tool can present possibilities, but the human still decides which direction truly serves the project.

Why ToMusic Leads This Top Ten List

ToMusic earns first place because it turns uncertain ideas into testable audio with unusual clarity. It supports both descriptive prompting and lyric-driven input. It offers multiple model paths instead of forcing every task through one system. It includes an instrumental route, which expands its usefulness well beyond full vocal songs. And most importantly, it makes the workflow easy to understand at the moment when users are still deciding whether their idea is worth pursuing.

That does not mean every competitor is weak. Suno remains a powerful recommendation for users who want immediate full-song outputs. Udio is attractive for people who enjoy deeper exploration of musical feel. SOUNDRAW, Beatoven, and Mubert are all very sensible choices when the assignment is media-first rather than song-first. AIVA, Loudly, Boomy, and Musicfy each make sense when their specialty aligns with the task.

But when the question is which platform best helps a broad range of creators test direction quickly, clearly, and repeatedly, ToMusic stands above the others. It meets users at the earliest stage of creation, where uncertainty is highest and decision value is greatest. In that stage, speed alone is not enough. Clarity matters. Flexibility matters. Interpretability matters. That is why ToMusic deserves the first position here.

The broader lesson is that music AI is becoming most valuable not where it imitates finished production most perfectly, but where it helps creators think in sound sooner. Once that happens, ideas stop waiting in silence. They become something a person can hear, compare, reject, improve, or move forward with. That shift is larger than novelty. It is a new way of making creative judgment practical.

Showbiz

AMVCA 2026 Update: Host, Voting and What to Expect

Published

2 days ago

02/04/2026

Business Post Contributor

As anticipation builds for the 12th edition of the Africa Magic Viewers’ Choice Awards(AMVCA), the conversation has officially shifted from speculation to action. With nominees unveiled and voting now open, this year’s awards are shaping up to be one of the most competitive and expansive yet, featuring a record number of films and talent from across the continent. From established stars to emerging voices in African cinema, the AMVCA continues to celebrate excellence in storytelling, technical craft, and cultural impact, reinforcing its position as one of the most influential platforms for African creativity.

Host & Jury:

While the official host for the main awards night is yet to be confirmed, the nominations announcement was led by Chimezie Imo, offering a first glimpse into the tone of this year’s event. On the adjudication side, veteran actress Joke Silva leads as Head of Jury. Her role underscores the awards’ continued emphasis on credibility, with a panel tasked with evaluating technical excellence, storytelling depth, and overall craft across non-voting categories.

Voting: How It Works

One of the defining features of the AMVCAs is its hybrid voting system, and 2026 is no exception. Out of the total 32 categories, 11 are open to public voting, giving audiences a direct role in deciding key outcomes, while 18 categories are determined by the jury alongside special recognition honours. Voting is conducted through the official Africa Magic platform, where registered users can select their preferred nominees and cast up to 100 votes per platform.

Voting for this year officially opened on March 29, 2026, giving audiences enough time to vote for their favourites. The window will close on April 26, 2026, after which attention shifts to the main awards night, scheduled for May 9, 2026.

Leading Names & Notable First‑Timers

This year’s nominations reveal clear frontrunners. Films like The Herd, Gingerrr, and My Father’s Shadow lead the nominations, highlighting a rising preference for ambitious, high-concept storytelling. Actor Lateef Adedimeji stands out with three nominations, making him the most nominated actor for the year, highlighting his range across both lead and supporting roles.

The 2026 list also includes notable first‑time nominees. Popular Content Creator and actress Kidaby earned her first nomination for her performance in Oversabi Aunty, and Ariyike Owolagba received her first nod for her role in Something About the Briggs, signalling the emergence of new talent within the industry.

In addition to competitive categories, the awards will present special recognition honours, such as the Lifetime Achievement Award and the Trailblazer Award, acknowledging industry veterans and breakthrough achievements.

What Feels Different This Year

Beyond the usual red carpet glamour and viral moments, AMVCA 2026 reflects a broader shift in focus. There is more intentional representation across the continent, with categories such as Best Indigenous Language (North Africa and Central Africa) highlighting a wider African storytelling ecosystem, rather than the usual strongholds. This signals a deliberate push to capture the continent’s linguistic and cultural diversity.

This edition represents a significant milestone for the industry, with Diageo featuring brands like Guinness serving as the full portfolio sponsor, while premium tequila brand Don Julio headlines as the main sponsor. Their involvement highlights AMVCA’s expanding role as a premier celebration of African creativity.

AMVCA 2026 is more than just another awards season; it shows the current pulse of African cinema. From how voting is structured, to the jury making the calls, to the wide range of nominated films and emerging talent, it’s clear the industry is evolving: more inclusive, more participatory, and shaped as much by audiences as by creators.

With voting now open, the results won’t just reflect the opinions of industry experts; they will also carry the voice of viewers from across the continent, making this year’s awards truly a celebration of African storytelling.

Showbiz

Wura S4, Dividends, And Other Shows To Stream This Long Holiday

Published

3 days ago

02/04/2026

Rahma Ahmed

Easter is here, and whether you are spending the long weekend with family, friends or simply enjoying some well-deserved solo downtime, there is no shortage of great shows to keep you entertained. From gripping African drama to timeless animated classics, this holiday weekend has something for every mood and every member of the family.

The best part? We have done the work for you. Here are five shows worth watching this Easter, from binge-worthy Nigerian television and epic historical documentaries to beloved family favourites, all available to stream on DStv Stream.

Wura S4 — Africa Magic Showcase & Africa Magic Family

After three seasons of betrayal, manipulation, and bloodshed, Wura is back, and Season 4 may be its most dangerous chapter yet. The critically acclaimed telenovela returns with Scarlet Gomez as Wura Amoo Adeleke, a ruthless matriarch now haunted by guilt and surrounded by enemies on all sides.

Directed by Rogers Ofime, the new season finds Wura’s carefully built empire cracking under the weight of secrets and relentless pressure, as alliances shift, loyalties crumble, and the Adeleke dynasty teeters on the brink of collapse. Family-friendly and thoroughly addictive.

Catch the new episodes every weeknight at 8 pm on Africa Magic Showcase (DStv Channel 151, GOtv Channel 8) and at 8:30 pm on Africa Magic Family (DStv Channel 154, GOtv Channel 7). Episodes 1 – 3 are currently available to stream on DStv Stream.

Dividends — Africa Magic Showcase

What happens when the promise of “double your money” collides with the brutal realities of everyday survival? Africa Magic’s newest dramedy, Dividends, answers that question with sharp wit and painful relatability.

The show that premiered on March 30, 2026, dives into the chaotic aftermath of a collapsed Ponzi scheme, following three strangers whose lives unexpectedly collide in the wreckage.

Dividends airs on Africa Magic Showcase (DStv Channel 151) from Mondays to Wednesdays at 8:30 PM WAT, with episodes also available via DStv Stream and GOtv platforms.

Gladiators: Warriors of the Ancient World — National Geographic

This six-part National Geographic documentary series wraps up with a finale worthy of the arena. Gladiators: Warriors of the Ancient World chronicles the lives of Rome’s greatest fighters, from Spartacus’s defiant rebellion to Flamma’s ultimate sacrifice, exposing how bloodsport shaped Roman power, culture, and identity.

Packed with vivid dramatisations and sharp historical depth, Episode 6 brings this brutal, fascinating world full circle, revealing how the rise and fall of gladiatorial combat left a permanent mark on an empire built on violence and glory. The episodes are available for streaming on DStv Stream.

Twist of Fate: New Era — Zee World (DStv 166)

Fans of high-stakes romance and family drama will find plenty to love in Twist of Fate: New Era. Acting as a continuation of the beloved Kumkum Bhagya story, this Indian telenovela now follows Purvi Kohli, daughter of Prachi and Ranbir, as she navigates a turbulent marriage to the complicated Rajvansh “RV” Malhotra.

With a scheming rival in Monisha and a family determined to tear them apart, Purvi’s journey is one of love tested at every turn. Emotional, dramatic, and thoroughly binge-worthy. Watch all episodes of Twist of Fate on DStv Stream.

The Prince of Egypt

No Easter watchlist is complete without The Prince of Egypt. This animated musical masterpiece retells the story of Moses, from his privileged life as Egyptian royalty to his extraordinary calling as the liberator of an enslaved people.

When Moses discovers his true identity as a Hebrew, he must confront his adoptive brother Pharaoh Rameses, setting in motion a story of faith, sacrifice, plagues, and the iconic parting of the Red Sea. With stunning animation and themes that align perfectly with the Easter season, it is the ultimate family watch for the holiday weekend.

This Easter, skip the scroll and go straight to the good stuff. From nail-biting Nigerian dramas to family-friendly classics, there is something for everyone on DStv Stream.