Outside of the Jacob Javits Convention Center on New York’s far West Side—where YouTube is hosting the Brandcast, its annual presentation to advertisers—fans crush together behind barriers. Young and mostly female, they hover giddily on this chilly May evening, angling for a glimpse of the YouTube stars who are making their way down a red carpet toward the entrance. One fan clutches a sign that reads I’M COLD, BUT IT’S WORTH IT.
Inside, the cavernous hall is filling with 2,800 ad-industry insiders, video creators, and members of the press who will soon sip wine and nibble popcorn as the streaming-video giant debuts a slate of original series. They will be entertained by indefatigable Late Late Show host James Corden, who will perform a splashy number (“YouTube: The Musical”) alongside dancing T. rexes and a Pikachu. Katy Perry—her hair in a new blond buzz cut that seems to leave much of the audience unable to identify her until prompted by Corden—will tout her upcoming live-streamed special and return to end the event with a concert.
Recognize your brand’s excellence by applying to this year’s Brands That Matter Awards before the early-rate deadline, May 3.
