Gone are the days when big brands were solely reliant on agencies to produce high quality content. Thanks to tools like AI, creators can now get in on the action. With the rise of social media, short-form video, and the growing influence of AI, creators are now in a prime position to snag a slice of that lucrative pie. Whether through their own channels or self-made businesses, creators have become more important to these brands.
One example is Brandon Baum, otherwise known as Brandon B — the YouTuber who is Europe’s largest visual effects artist on the platform with more than 14 million subscribers and 10 billion video views.
Completely self-taught, 25-year-old Baum turned his hobby of watching YouTube videos after school from about the age of 12, about how to use special effects, into a full-fledged career. After dropping out of film school, having realized he already had the knowledge and skills needed to succeed, Baum spent four years working in TV where he learned about how productions are run at scale, working on multi-million pound sets with crew sizes of over 100. This experience led to him working with and being mentored by YouTube duo Woody and Kleiny, and subsequently launching his own production company, Studio V, now with 25 staffers, during the 2020 lockdown.
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