Lgmtech

About Us

Empowering Creativity: Building Businesses and Jobs In Europe’s Creator Economy

For centuries, Europe has been a cultural powerhouse, exporting its art, theatre, literature and music to all corners of the globe. From Renaissance masterpieces to the symphonies of Beethoven, Europe’s creators have actually shaped the way countless people we picture and experience the world.

Today, this tradition continues, however in a significantly different landscape. The digital age has changed how material is produced and shared, democratising the tools of development and breaking down old barriers to gain access to. Anyone with a smart device and a spark of creativity can now become a content producer and reach a worldwide audience.

Platforms like YouTube have ended up being central to this new environment. These platforms not only empower developers to share their stories, but likewise drive economic growth and neighborhood building in methods unimaginable just a few years ago. Today’s developers are not confined to the beauty parlors of Paris or the performance halls of Vienna – they are reaching millions from home studios, going beyond borders with a single upload.

In 2022, YouTube’s innovative environment alone included over EUR5.5 billion to the GDP of the EU27 – and supported more than 150,000 full-time equivalent tasks. According to Oxford Economics, 7 out of 10 European creators who generate income from YouTube concur that the platform helps them export their material to worldwide audiences which they would not access otherwise.

We need to motivate the work that young developers are doing, and assistance platforms and developers alike

This altering landscape was the focus of a recent discussion at the European Parliament in Brussels, where policymakers and came together to check out the extensive impact of the developer economy. By taking a look at how platforms like YouTube are reshaping the creative ecosystem, the event highlighted the capacity for European creators to not just captivate but to generate jobs and enhance Europe’s cultural footprint worldwide.

Zala Tomašic, an EPP MEP from Slovenia and a member of the CULT Committee, began the conversation with a personal story, revealing that she had as soon as harboured ambitions to be a « YouTube star ». As a child she created a channel, but her aspirations fell at the first hurdle when she understood quite just how much expertise is required across modifying, noise, lighting, referall.us recording, and marketing for content creation. « Companies utilize huge departments to do what a creator does on their own, all on their own, » she kept in mind.

Gaspard G – another of the attendees – was more successful in his efforts at constructing a career on YouTube. G started posting on YouTube at the age of 10, and quickly started his own channel, covering a mix of politics and present occasions. Since then, his channel has actually grown to more than 1.1 million customers. He is likewise the creator of an imaginative media firm, representing creators on YouTube, Instagram, TikTok, and LinkedIn.

Earlier this year, he was designated Secretary General of the Union of Influence Profession and Content Creators (Union des Métiers de l’Influence et des Créateurs de Contenus, or UMICC), the first expert federation devoted to the influencer sector in France. In his speech about ending up being of a successful creator, he highlighted the increasing power and duty of YouTube creators, some of whom increasingly exceed standard media outlets in reach. This brings with it responsibility to professionalise, he stated. Alongside supporting and representing influencers, UMICC intends to produce acknowledgment and ethical standards for online developers, to bring it into line with other acknowledged occupations.

MEP Tomašic stressed that, while policy-makers need to attend to some difficulties such as information protection and the spread of mis- and dis-information, they need to not lose sight of the « huge favorable aspects » that platforms like YouTube bring. « They produce an environment where people can access information, eliminate barriers to the spread of knowledge, and open amazing chances for work and development, » she stated, keeping in mind the number of business owners and little services utilize these platforms to reach wider audiences and constructing their brand names while developing new job chances. Additionally, she noted how social networks continues to enhance advocacy and awareness on social issues, providing an effective tool to activate neighborhoods and drive change.

To guarantee Europe realises its possible as a worldwide hub for imagination, she advised policy-makers to do more to support digital abilities development. « We need to increase the digital literacy skills. We need to purchase the digital space. We need to encourage the work that young creators are doing, and we need to support platforms and developers alike, » she added.

Veronika Cifrová Ostrihoňová MEP, a previous journalist, echoed these ideas, however expressed her issues about the role of social networks in spreading false information. « Although social media is a terrific tool for us to utilize, it’s simply a tool, » she stated. « We need to tackle problems like misinformation, disinformation, and algorithmic blind spots. »

David Wheeldon, Managing Director and Head of EMEA Government Affairs and Public Law at YouTube, highlighted the platform’s distinct position in the imaginative economy. YouTube not only provides an area for creators to share their work however also drives economic and community development. Creators are not simply developing professions on their own. As Gaspard G shows, they are likewise forming the future of media by creating jobs and developing entire media business and sectoral organisations. As Wheeldon highlighted, YouTube developers in Europe are reaching an international audience, with 65% of their watch time originating from outside the continent. This broad reach presents a chance for European creators to invest in their culture and creativity, extending their influence worldwide.

Looking ahead, YouTube is checking out ingenious methods to assist creators reach even larger audiences. Wheeldon announced the upcoming growth of AI tools, such as YouTube Aloud, which utilizes AI to dub creators’ voices into other languages. « We are going to introduce YouTube Aloud in a growing number of languages in Europe, where AI will take your voice and lip sync and you will be talking in another language, » he discussed. « We’ve got 5 languages up and running, and we’re going to construct that with time. This creates a massive chance for all creators in Europe to gain access to audiences throughout the continent and beyond. »

The event highlighted the need for policymakers to recognize the capacity of the developer economy and promote an environment that supports digital abilities. MEP Tomašic noted that the imaginative economy provides young people a special chance to turn their enthusiasms into professions. « 60% of Generation Z and millennials desire to turn their hobbies into an occupation, » she stated, highlighting the sector’s value to future task markets.

By purchasing digital literacy and supporting platforms that empower creators, Europe can solidify its position as an international hub of imagination and innovation. As MEP Tomašic concluded, the creator economy isn’t just about specific success – it has to do with constructing a vibrant, sustainable cultural and financial environment that benefits all of Europe.