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YouTube steps up its shopping game with help from influencers

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YouTube steps up its shopping game with help from influencers

Inside a historic aircraft hangar in Playa Vista, crowds of people gathered on Thursday to browse the latest fashions from handbags to clothing and shoes as they prepared for the holiday shopping season.

These weren’t shoppers or retailer buyers searching for the latest products. Instead, they were YouTube video creators who were being courted by brands from Lowe’s to Shark Beauty to encourage online audiences to buy their products.

Aaron Ramirez, a 22-year-old influencer who focuses on men’s fashion and lifestyle, stood in front of racks of carefully curated shelves of backpacks as he decided which items he would endorse for his 234,000 YouTube subscribers.

“I can make a video about anything that improves my quality of life and add a link to it,” said Ramirez. “I only recommend products that I really use and really like.”

The San Diego resident was among about 300 creators participating in YouTube’s annual benefit for creators dubbed “Holiday House” that helps internet personalities get ready to sell goods during the busy holiday shopping season.

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The event — held at the cavernous converted Google offices that once housed Howard Hughes’ famous Spruce Goose plane — underscores YouTube’s desire to be a bigger player in online shopping by leveraging its relationship with creators to promote products in much the same way that rival TikTok does.

In August, YouTube introduced new tools to help its creators better promote products they plug in their videos. One feature uses AI to identify the optimal place on the screen to put a shopping link when an influencer mentions a product. If a customer clicks on that link and makes a purchase, the creator gets a commission.

Brands that were once skeptical about influencers have embraced them over time as sales-tracking tools have improved and the fan base of video creators has mushroomed.

“It’s like the people that you saw on television and before that the people that you listened to on radio who became the trusted personalities in your life,” Earnest Pettie, a trends insight lead at YouTube, said in an interview. “Oprah’s Favorite Things was a phenomenon because of how trusted Oprah was, so it really is that same phenomenon, just diffused across the creator ecosystem.”

Despite economic uncertainty and tariffs imposed by the Trump administration, shoppers in the U.S. are expected to spend $253.4 billion online this holiday season, up 5.3% from a year ago, according to data firm Adobe Analytics.

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Social media platforms have helped drive some of that growth. The market share of online revenue in purchases guided by social media affiliates and partners, including influencers, is expected to grow 14%, according to Adobe Analytics.

Cost-conscious consumers are doing more research on how they spend their money, including watching influencer recommendations. In fact, nearly 60% of 14- to 24-year-olds who go online say their personal style have been influenced by content they’ve seen on the internet, according to YouTube.

“It’s more about discovery, understanding where the best deals are, where the best options are,” said Vivek Pandya, director at Adobe Digital Insights. “Many of these users are getting that guidance from their influencers.”

YouTube is one of the top streaming platforms, harnessing 13.1% of viewing time in August on U.S. TV sets, more than rivals Netflix and Amazon Prime Video, according to Nielsen. And shopping-related videos are especially popular among its viewers, with more than 35 billion hours watched each year, according to YouTube.

With YouTube’s shopping feature, viewers can see products, add them to a cart and make purchases directly from the video they’re watching.

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Promoting and enabling one-click e-commerce from video has been huge in China, triggering a wave across Asia and the world of livestreaming and recorded shopping videos. Live commerce, also known as live shopping or livestreaming e-commerce, is a potent mix of streaming, chatting and shopping.

The temptation to shop is turbocharged with algorithms like that of TikTok Shop, enticing people to try more channels and products.

1

2 YouTube content creator Peja Anne makes a video with beauty products as her mom Kristin Roeder films during a shopping event.

1. YouTube content creators Diana Extein, left, and Candice Waltrip, right, film clothing try-ons during YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday in Playa Vista, Calif. 2. YouTube content creator Peja Anne, 15, makes a video with beauty products as her mom Kristin Roeder films during YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday in Playa Vista, Calif.

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A YouTube content creator who declined to give her name browses YouTube's Holiday House shopping event.

A YouTube content creator who declined to give her name browses YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday in Playa Vista, Calif.

YouTube content creator Cheraye Lewis poses for a portrait.

YouTube content creator Cheraye Lewis’ channel focuses on lifestyle and fragrance, and a brand deal with Fenty Beauty helped launch her content to larger audiences.

More than 500,000 video creators as of July have signed up to be a part of YouTube Shopping, the company said.

Creators who promote products can make money through ads and brand deals, as well as commissions.

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YouTube already shares advertising and subscription revenue with its creators and currently does not take a cut from its shopping tools, said Travis Katz, YouTube Shopping vice president.

“For us, it’s really about connecting the dots,” Katz said. “At YouTube we are first and foremost very focused on, how do we make sure that our creators are successful? This gives a new way for creators to monetize.”

Companies like Austin-based BK Beauty, which was founded by YouTube creator Lisa J, said YouTubers have helped drive sales for their products.

“They’ve built these long-term audiences,” said Sophia Monetti, BK Beauty’s senior manager of social commerce and influencer marketing. “A lot of these creators have established channels. They’ve been around for a decade and have just a really engaged community.”

To be sure, YouTube faces a formidable rival in TikTok, which is a leader in the live shopping space (its parent company, Byte Dance, is being sold to an American investor group so that the hugely popular app can keep operating in the U.S.).

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Two years ago, the social video company launched TikTok Shop, working with creators and brands on live shopping shows that encourage viewers to buy products. TikTok had 8 million hours of live shopping sessions in 2024.

YouTube says its size and technology create advantages, along with the loyalty its creators build with fans when it comes to product recommendations.

Bridget Dolan, a director of YouTube Shopping Partnerships, said “shopping has been in YouTube’s DNA from Day One” and that the company has been integrating shopping features into its viewing experience.

YouTube content creators peruse products and film content.

YouTube content creators peruse products and film content during YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday in Playa Vista, Calif.

Santa Clarita-based YouTube creator Cheraye Lewis said that YouTube Shopping helped her gain traction and earn a trusting audience through quality recommendations. Lewis, who has 109,000 subscribers on YouTube, makes videos about items such as fragrances and skincare products.

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Lewis has been a video creator for eight years and has worked with such companies as Rihanna’s beauty brand Fenty.

“I try to inspire women and men to feel bold and confident through the fragrances that they’re wearing,” Lewis said at the event Thursday. “I give my audience real talk, real authenticity.”

Movie Reviews

Movie Review: ‘Agon’ is a Somber Meditation on the Athletic Grind

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Movie Review: ‘Agon’ is a Somber Meditation on the Athletic Grind
Director: Giulio BertelliWriters: Giulio Bertelli, Pietro Caracciolo, Pietro CaraccioloStars: Yile Vianello, Alice Bellandi, Michela Cescon Synopsis: As the fictional Olympic Games of Ludoj 2024 approaches, Agon shows the stories of three athletes as they prepare and then compete in rifle shooting, fencing and judo. In his contemplative and visually rigorous film Agon, director Giulio Bertelli
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Bob Spitz proves the Rolling Stones are rock’s greatest band in magnificent new biography

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Bob Spitz proves the Rolling Stones are rock’s greatest band in magnificent new biography

By early 1963, the Station Hotel in London had become an epicenter of the burgeoning British blues scene. On a blustery, snowy night that February, the Rolling Stones’ classic early lineup took the stage for one of the first times, dazzling the audience with ferocious renditions of blues standards like Muddy Waters’ “I Want to Be Loved” and Jimmy Reed’s “Bright Lights, Big City.”

Multi-instrumentalist Brian Jones, the band’s founder and leader, synchronized guitars with Keith Richards, who favored a distinctive slashing and stinging style. Drummer Charlie Watts, the group’s newest member, a jazz aficionado and an accomplished percussionist, propelled the music forward with a rock-solid beat.

Anchoring the rhythm section with him was bassist Bill Wyman, who was recruited more for his spare VOX AC30 amp that the guitarists could plug into than for his musical skills. The stoic bassist proved a strong and innovative player. Together, he and Watts would go on to form one of rock’s most decorated rhythm sections.

Ian Stewart’s energetic boogie-woogie piano style rounded out the sound. Months later, manager Andrew Loog Oldham kicked him out of the band for being “ugly,” although Stewart continued to record, tour and serve as the band’s road manager until his death in 1985.

This April 8, 1964, file photo shows the Rolling Stones during a rehearsal. The members, from left, are Brian Jones, guitar; Bill Wyman, bass; Charlie Watts, drums; Mick Jagger, vocals; and Keith Richards, guitar.

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(Associated Press)

Fronting the group was Mick Jagger. Channeling the music like a crazed shaman, Jagger shimmied and sashayed, owning the stage like few lead singers have before or since. By the end of the night, the Stones had the crowd in a frenzy. Although only 30 people had made it to the gig because of the treacherous weather conditions, the hotel’s booker had seen enough: He offered the Stones a regular gig.

“The Rolling Stones had caught fire. The music they were playing and the way they played it struck a chord with a young crowd starved for something different, something their own… It was soul-stirring, loud and uncompromising,” writes Bob Spitz in “The Rolling Stones: The Biography,” his magisterial work that charts the 60-year journey of “the greatest rock and roll band in the world.”

Spitz, the author of strong biographies on the Beatles and Led Zeppelin, as well as Ronald Reagan and Julia Child, captures the drama, trauma and betrayals that have kept the Stones in the public’s consciousness for more than six decades. It’s all here: The Stones’ evolution from a blues cover band to artistic rival of the Beatles; the musical peaks — “Aftermath,” “Let It Bleed” and “Exile on Main Street” as well as misfires like “Dirty Work”; Keith’s descent into a debilitating heroin addiction that nearly destroyed him and the band; the death of the ‘60s at the ill-fated Altamont free concert; Marianne Faithfull, Anita Pallenberg, Bianca Jagger, Jerry Hall and other lovers, partners and muses; the breakups, makeups and crackups; and perhaps most important, the unbreakable bond between Jagger and Richards at the center of it all.

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Although Spitz unearths little new information, he excels at presenting the Stones in glorious Technicolor. Spitz homes in on the telling details and anecdotes that give the band’s story a deep richness and poignancy.

Take “Satisfaction,” the Stones’ 1965 classic and first U.S. chart topper. The oft-told story is that Richards woke up in the middle of the night, grabbed the guitar that was next to his bed, and recorded the iconic riff and the phrase “I can’t get no … satisfaction” on a cassette recorder in his Clearwater, Fla., hotel room before falling back asleep. But as Spitz notes, the song initially went nowhere in the studio. That is until Stewart purchased a fuzz box for Richards a few days later, which gave the tune a raunchier sound that perfectly matched Jagger’s lyrics of frustration and alienation. A classic was born.

Piercing the Stones mythology

Spitz’s deep reporting often pierces the mythology surrounding the band. Contrary to the popular belief of many fans, for instance, Jones bears much of the responsibility for the rift with his bandmates and his tragic demise.

The most musically adventurous member of the group — he plays sitar on “Paint It Black” and dulcimer on “Lady Jane” — Jones wasn’t a songwriter. That stoked his jealousies and insecurities, along with frontman Jagger stealing the spotlight from him. A monster of a man, Jones impregnated multiple teenage girls and physically and emotionally abused several women, including Pallenberg. Perhaps that’s why she left him for Richards. Over time, Jones made fewer contributions in the studio and onstage, becoming a catatonic drug casualty. The Stones fired Jones in June 1969 but would have been justified doing so a couple years earlier. He drowned in his pool less than a month later.

Author Bob Spitz

Author Bob Spitz

(Elena Seibert)

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Similarly, Stones lore has long romanticized the making of “Exile on Main Street” in the stifling, dingy basement of Richards’ rented Villa Nellcôte in the South of France, where the Stones had decamped to avoid British taxes. In this telling, Richards, deep in the throes of heroin addiction, somehow managed to come up with one indelible riff after another built around his signature open G tuning — taught to him by Ry Cooder — leading the band to create one of the best albums in rock history. That’s not entirely accurate, according to Spitz.

Yes, Richards came up with the licks for “Rocks Off,” “Happy” and “Tumbling Dice.” But it’s equally true that a strung-out Richards missed myriad recording sessions, invited dealers, hangers-on and other distractions to Nellcôte, and repeatedly failed to turn up to write with Jagger. Far from completing the album in the druggy haze of a French basement, the band spent six months on overdubs at Sunset Sound in Los Angeles, where Jagger contributed many of his vocals.

Beatles vs. Stones

One of the more interesting themes Spitz develops is the symbiotic relationship between the Beatles and Stones, with the Fab Four mostly overshadowing them — until they didn’t.

John Lennon and Paul McCartney wrote “I Wanna Be Your Man” and gave it to the Stones, whose 1963 rendition, with Jones on slide guitar, became the group’s first UK Top 20 hit. The Lennon-McCartney songwriting partnership inspired Jagger and Richards to begin penning their own songs. In early 1964, the Beatles came to the U.S. for the first time, making television history with their appearance on “The Ed Sullivan Show” and playing Carnegie Hall. A few months later, the Stones kicked off their inaugural American tour at the Swing Auditorium in San Bernardino. In 1967, the Beatles released “Sgt. Pepper’s Lonely Hearts Club Band,” a psychedelic masterpiece. The Stones responded with “Their Satanic Majesties Request,” a psychedelic mess.

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The Rolling Stones: The Biography cover

The Rolling Stones: The Biography cover

As the Beatles began to splinter, Spitz writes, the Stones sharpened their focus. The band released “Beggars Banquet” in late 1968 and “Let It Bleed” the following year, albums every bit as innovative and visionary as “The White Album” and “Abbey Road.” For the first time, the two groups stood as equals.

When the Beatles broke up in 1970, the Stones kept rolling. With Jones replaced by virtuoso guitarist Mick Taylor — whose fluid, melodic style served as a tasty foil to Richards — they produced what many consider their finest works, “Sticky Fingers” and “Exile on Main Street.” More impressively, the band, with Taylor’s successor, Ronnie Wood, has continued to dazzle audiences with incendiary live shows, touring as recently as 2024 behind the late-career triumph “Hackney Diamonds.” The Beatles, by contrast, retired from the road in 1966 and devoted their energies to the studio.

Hundreds of books have been written about the Rolling Stones, but few sparkle quite like Spitz’s. For anyone who loves or even likes the Stones, it’s indispensable.

Like most of the band’s biographers, Spitz gives short shrift to the post-“Exile” period after 1972. He curtly dismisses 2005’s strong “A Bigger Bang” and 2016’s “Blue & Lonesome,” a back-to-basics album of blues covers, as “adequate endeavors that signaled a band living on borrowed time.” That critique is both off target and under-developed. Spitz ignores the band’s legendary live album, “Brussels Affair,” recorded in 1973, or why the band waited decades before officially releasing it.

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These are small quibbles. Spitz has written a book worthy of its 704-page length; another 50 or so pages covering the later years would have made it even stronger. To quote the Rolling Stones: “I know it’s only rock ‘n roll, but I like it, like it, yes, I do.”

Marc Ballon, a former Times, Forbes and Inc. Magazine reporter, teaches an advanced writing class at USC. He lives in Fullerton.

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FILM REVIEW: ROSE OF NEVADA – Joyzine

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FILM REVIEW: ROSE OF NEVADA – Joyzine

‘4’, the opening track on Richard D James’ (Aphex Twin) self titled 1996 album is a piece of music that beautifully balances the chaotic with the serene, the oppressive and the freeing. It’s a trick that James has pulled off multiple times throughout his career and it is a huge part of what makes him such an iconic and influential artist. Many people have laid the “next Aphex Twin” label on musicians who do things slightly different and when you actually hear their music you realise that, once again, the label is flawed and applied with a lazy attitude. Why mention this? Well, it turns out we’ve been looking for James’ heir apparent in the wrong artform. We’ve so zoned in on music that we’ve not noticed that another Celtic son of Cornwall is rewriting an art form with that highwire balancing act between chaos and beauty. That artist is writer, director and composer Mark Jenkin who over his last two feature films has announced himself as an idiosyncratic voice who is creating his very own language within the world of cinema. Jenkin’s films are often centred around coastal towns or islands and whilst they are experimental or even unsettling, there is always a big heart at the centre of the narrative. A heart that cares about family, tradition, culture, and the pull of ‘home’. Even during the horror of 2022’s brilliant Enys Men you were anchored by the vulnerability and determination of its main protagonist. 

This month sees the release of Jenkin’s latest feature film, Rose of Nevada, which is set in a fractured and diminished Cornish coastal town. One day the fishing boat of the film’s title arrives back in harbour after being missing for thirty years. The boat is unoccupied. And frankly that is all the information you are going to get because to discuss any more plot would be unfair on you and disrespectful to Jenkin and the team behind the film.  You the viewer should be the one who decides what it is about because thematically there are so many wonderful threads to pull on. This writer’s opinions on what it is about have ranged from a theme of sacrifice for the good of a community to the conflict within when part of you wants to run away from your roots whilst the other half longs to stay and be a lifelong part of its tapestry. Is it about Brexit? Could be. Is it about our own relationships with time and our curation of memory? Could be. Is it about both the positives and negatives of nostalgia? Could be. As a side note, anyone in their mid-40s, like me, who came of age in the 1990s will certainly find moments of warm recognition. Is the film about ghosts and how they haunt families? Could be…I think you get the point. 

The elements that make the film so well balanced between chaos and calm are many. It is there in the differing performances between the brilliant two lead actors George MacKay and Callum Turner. It is there in the sound design which fluctuates from being unbearably harsh and metallic, to lulling and warm. It is there in the editing where short, sharp close ups on seemingly unimportant factors are counterbalanced with shots that are held for just that little bit too long. For a film set around the sea, it is apt that it can make you feel like you’re rolling on a stomach churning storm one minute, or a calming low tide the next. Dialogue can be front and centre or blurred and buried under static. One shot is bathed in harsh sunlight whilst the next can be drowned in interior shadows. 

Rose of Nevada is Mark Jenkin’s most ambitious film to date yet he has not lost a single iota of innovation, singularity of vision or his gift for telling the most human of stories. It is a film that will tell you different things each time you see it and whilst there are moments that can confuse or beguile, there is so much empathy and love that it can leave you crying tears of emotional understanding. It is chaotic. It is beautiful. It is life……

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Rose of Nevada is released on the 24th April. 

Mark Jenkin Instagram | Threads 

Released through the BFI – Instagram | Facebook

Review by Simon Tucker

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