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YouTube and Paris, Take II

Paris Hilton is a great argument that money doesn't buy happiness or talent.

But then again, who needs talent to get an audience? As of nearly 9 a.m. pacific time, Hilton's video was viewed 2,390 times, commented on 456 times and rated 3207 times.  Hilton may not have talent, but YouTube, Fox and Warner Bros. know what she has to bring to the table: Sex and an audience that likes, well, sex. YouTube struck a deal with Time Warner's Warner Bros. to be the online billboard for Hilton's new music album.  Hilton becomes YouTube's first branded channel. Now, YouTube has already allowed users to create their own channels. But user-generated channels are a problem for advertisers. As of today, the most subscribed channel goes to "Geriatric1927," with 22k subscribers and 659k views.

To read the rest of my thoughts about video ads, go to my official blog at: MarketWatch

On another note -- a more cultural one -- when you look at the Hilton video, you just have to  wonder what drives many of us to want recognition. This is what Benedict Carey of the New York Time writes:  "Money and power are handy, but millions of ambitious people are after something other than the corner office or the beach house on St. Bart’s. They want to swivel necks, to light a flare in others’ eyes, to walk into a crowded room and feel the conversation stop." Carey also writes: "People with an overriding desire to be widely known to strangers are different from those who primarily covet wealth and influence. Their fame-seeking behavior appears rooted in a desire for social acceptance, a longing for the existential reassurance promised by wide renown."

Carey goes on to say: "In media-rich urban centers, the drive to stand out tends to be more oriented toward celebrity, and its hold on people appears similar across diverse cultures. Surveys in Chinese and German cities have found that about 30 percent of adults report regularly daydreaming about being famous, and more than 40 percent expect to enjoy some passing dose of fame — their “15 minutes,” in Andy Warhol's famous phrase — at some point in life, according to data analyzed by Dr. Brim. The rates are roughly equivalent to those found in American adults. For teenagers, the rates are higher." Read Carey's article: The fame motive


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