Here we go.
I've decided to set up a YouTube channel
I wanted to try something different
Although the written word has always been my one true love
video is like a secret lover for me and I can't help coming back for more.
Recently, I've been obsessed with the idea of starting a YouTube channel
so I can tell my stories
with no filters at all.
"Do you know why in movies, especially American movies, people shoot like this?"
"If you don't read… you don't live. "
Whether we're talking about the mafia, books
religion or music
"Today we're talking about music, then about religion"
or about religion and music together
I want to be talking with you
I can't hide the fact that I'm nervous and I need to get used to doing this
I'm still not quite sure how
but as I said earlier, I want to try something different.
I'm happy to be starting this
but at the same time I'm a little scared
As the old quote goes
"Fear knocked at man's door, but when man is wise
and opens the door, the fear has vanished completely."
See you soon
Thank you
I'm excited to be here to, in a way, launch the Gomorra Channel.
This is the latest in a long string of adventures
that I am very glad to dive into
Why?
Because for me, it also means getting revenge in a way
people want me to be closed up
I have almost no room to move and the horrible situation I find myself
in often leads to isolation
but if there are doors, if there are windows
I can escape from that isolation
This is really what YouTube has represented for me especially
over the years I have been using it
It offers accessibility
information and music
Perfect for me and my nomadic lifestyle
wherever I have an Internet connection is my home
And it's my home because I can get access to information
and so
that is what Gomorra Channel means to me
Being able to have somewhere to share
and by doing so, break free
from my constraints
I am particularly happy to be here
because
over the years I have had the chance to observe
the dynamics of YouTube
The dynamics of the content
Yes, because YouTube is always seen as something in the present
whereas in reality, it has already become a memory
We access YouTube to find out about what has already happened, to catch up on the news
entertain ourselves
and then there's another element: views
The power—you know better than I do
that investors must have some sort of alchemy
the power of knowing how to read the numbers
because just reading the amounts the numbers state is very easy
Anyone could do it
Lots of views, I'll invest in that
But in reality, the true magic that I've learnt from you
is how to read the quality of the numbers over time
Investing in content
that is, building it
building everything that makes up YouTube
YouTube is direct
it's easy
it's accessible
it's complex
What do I mean by complex? It goes to the heart of things
it gives you time
you can go when you have time, you can come back again and again
and when you have a moment, you can be there
And what does this mean?
Developing the complexity
that is, the ability to go deeper. So?
That means that reading the numbers
means being able to see
what kind of talent is behind a video
what kinds of opportunities are behind a video. Huge numbers
as we see coming from music , for example, go in one direction
And then there are smaller numbers
medium-sized numbers
that fill YouTube
and in this wilderness
we need to understand why these numbers are like that
Numbers are not all equal, it would be a mistake to think so
a very serious mistake indeed
Let me give you an example
A little while ago
this sort of comparative metaphor came to me
and it was this
when Primo Levi first published "If This Is A Man"
it was rejected by the major publishers and eventually picked up by a small publisher in Turin
And I started to wonder
if Primo Levi had had a YouTube channel
and decided to tell
tell the story of the hell he had gone through
and was willing to expose it, if he had told his story there
how many clicks would he have got?
So I used a number: 1900
as that was the number of copies that were printed in the first edition
600 copies of the first edition of "If This Is A Man" were left in stock
Now
would what a smart investor have done?
Looked at those numbers
and realized that they were extremely high!
What do you mean extremely high? 1900. That's a huge number!
Because in Italy at that time
nobody wanted to tell those stories
because in Italy at that time
nobody wanted to look that part of history square in the eye
because that voice, Primo Levi's voice, was new
and a new voice needs time
time and space
So those numbers really were huge! And, they were starting to attract attention
Who believed in it? Obviously who believed in books and paper
now, in Italy alone, there are over 3 million hard copies of the book
There are those who believed in it
and saw a trace of something in those initial numbers
And as we carry on
with these examples
we can find a whole lot more, all very interesting
take this professor, this historian, Alessandro Barbero
who made a video that I believe someone else posted online
a video of him at a festival talking about the Battle of Waterloo, for an hour
For an hour!
There are no pictures, just a single fixed camera, and at a certain point the light goes, it even goes into shadow
70,000 views
What are 70,000 views compared to, for example, music or pranks or games?
It may very well blow over
you almost think it's not worth mentioning. 70,000 views
from people listening to an hour-and-a-half-long lecture on Waterloo
That's a revolution!
YouTube brought a lesson on Waterloo into the homes of 70,000 people
That's a bombshell
that's a true transformation
Adrian, who we saw before, the popular science guy, a kid from Romania
just ups and decides to make a video
about astronomy
30,000 views in two hours
And you'll say, yeah, so?
You'll get ripped to shreds in the news for only
getting 6 million views on the first day it's posted
30,000 for a popular science video on astronomy?
That's world-changing stuff!
That's why you always have to look
at the quality of the numbers
Now careful here, I'm not talking about their moral quality
it's not that getting loads of views is depressing, quite the contrary
and that's simply because there are different genres of video
and because whatever speaks to your gut tends to go viral
If I send you a video
a jokey, cute or musical video
you can share it immediately, you like it right away
If I send you something to think about
you have to spend some time on it
some of your very own time. If I recommend a book to you
or I tell you a story
before you can share it
or before you can talk about it, you have to listen to it
you have to feel it, or you have to read that book
and so virality takes on a different timeframe! But an investor
knows that virality built upon awareness
is truly priceless
That's exactly what you have to bring home
The volume? It's as quick and easy to make
as it's quick and easy to lose everything
YouTube spreads talent far and wide
I'm happy to
- I must say - to have stumbled upon a video of a talent
Yes, because
a while ago
I posted a video on my page
a video
of a dancer
a dancer who happens to be on the street
Rima
and there's a violinist, Ivo, and they don't know each other
and Ivo is playing
a piece that became famous as it was part of the soundtrack for the movie Amélie
The Fabulous Destiny of Amélie
and Rima's dad
is saying: "Yallah, yallah", come on, dance!
A little shy, she starts to twirl
then, at a certain point, completely overcome by the music, she starts to dance
and her dad is filming her, other tourists are filming her
they uploaded it
Then an year after they uploaded it, I bring it to Italy, and boom!
Millions of views
Millions of views that don't just represent the pleasure
of seeing a girl dance, but rather the talent
that you just come across, quite by chance
changing the fate of a whole day
And I am happy to show you this wonderful talent that YouTube has allowed us
to share with the world.
Thank you
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