Entertainment Weekly had an article that asks the question "Can YouTube stars find fame offline?"
I found it interesting in that we just talked last post how HBO is trying to figure out ways to make their online video strategy work.
What is happening is unique in that major media companies are trying to find online answers, and those putting up stuff online are trying to gain the attention of mainstream media companies.
When you think of it, it's like having a split personality. People on both sides seem to be confused at what's happening in the entertainment world.
The question that remains to be answered is if it's better to remain an online celebrity, go offline, or do both.
So far there hasn't been a lot of success for those that have gained an online following who then try to make it offline. Although the mainstream media will cover those that gain popularity online, it hasn't translated to offline stardom yet, although a few people have gotten smaller gigs for online exposure. The obvious being Jessica Lee Rose of Lonelygirl15 fame, who has landed some TV appearances.
Amanda Congdon is less known now than she was when starring on Rocketboom. She did land a job with ABC (DIS), but does she get the exposure she got on Rocketboom? Was it a good move for her? One thing is at least now she's getting a paycheck.
Of course you have Perez Hilton who seems to be ubiquitous at this time, and is in the media: both on- and offline
The question I have is why there has been so much ranting against the mainstream media, and then those that become online stars work hard to be offline stars? Then you have mainstream media using the Internet as some sort of pool to discover hidden talent to feed into their machine.
It seems we're in the middle of this muddle at this time, and really there aren't any answers. It's still being practically worked out.
Where will it all lead to? Nobody really knows. It could be that mainstream stars may migrate to the Internet, while online stars try to get famous offline. In the end we'll probably see the merging of the two in some way that can't be seen at this time.
Some online creatives should keep one thing in mind though: they may be getting more exposure online than they may ever get offline.
Even though Rocketboom has had a history of controversy with how many viewers watch the online show, even if you take the low numbers and consider most people watch a TV show once a week, the online broadcast draws a healthy number of people; more than many TV shows.
I don't think the question is if YouTube or other online video stars can find fame offline, the question is should they. Once monetization of online video is figured out, it probably won't be such a temptation to sell or migrate to mainstream media offers. At this time that's the underlying reason many online stars are still looking to offline companies to launch their careers.
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