KA：Bear Vasquez去年發佈了這部影片，這是他在優勝美地國家公園的家門外拍攝的，2010年，它被瀏覽了2300萬次。（笑聲）。這是一張圖表，描繪出去年夏天它首次開始風行的情況，但其實熊先生並沒有想拍攝一部爆紅影片的意圖，他只是想分享彩虹美景而已，因為這就是名為優勝美地高山熊的人會做的事。（笑聲）。事實上，他發佈了許多大自然景觀影片，這部影片其實是在一段時間前的一月發佈的，所以，這裡發生了什麼事？事實上是因為Jimmy Kimmel（美國著名脫口秀主持人）的緣故，Jimmy Kimmel在Twitter上貼了這個訊息，結果造成這部影片大受歡迎，因為像Jimmy Kimmel這樣的風潮引領者會為我們介紹新鮮有趣的事物，並將它們帶給更多的觀眾。
Hi. I'm Kevin Allocca, I'm the trends manager at YouTube, and I professionally watch YouTube videos. It's true. So we're going to talk a little bit today about how videos go viral and then why that even matters. We all want to be stars -- celebrities, singers, comedians -- and when I was younger, that seemed so very, very hard to do. But now Web video has made it so that any of us or any of the creative things that we do can become completely famous in a part of our world's culture. Any one of you could be famous on the Internet by next Saturday. But there are over 48 hours of video uploaded to YouTube every minute. And of that, only a tiny percentage ever goes viral and gets tons of views and becomes a cultural moment. So how does it happen? Three things: tastemakers, communities of participation and unexpectedness. All right, let's go.
(Video) Bear Vasquez: Oh, my God. Oh, my God. Oh, my God! Wooo! Ohhhhh, wowwww!
KA: Last year, Bear Vasquez posted this video that he had shot outside his home in Yosemite National Park. In 2010, it was viewed 23 million times. (Laughter) This is a chart of what it looked like when it first became popular last summer. But he didn't actually set out to make a viral video, Bear. He just wanted to share a rainbow. Because that's what you do when your name is Yosemite Mountain Bear. (Laughter) And he had posted lots of nature videos in fact. And this video had actually been posted all the way back in January. So what happened here? Jimmy Kimmel actually. Jimmy Kimmel posted this tweet that would eventually propel the video to be as popular as it would become. Because tastemakers like Jimmy Kimmel introduce us to new and interesting things and bring them to a larger audience.
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫ ♫ Everybody's looking forward to the weekend, weekend. ♫ ♫ Friday, Friday. Gettin' down on Friday. ♫
所以，這一天發生了什麼事？好，這是星期五，確實如此；如果你想知道其他峰值的日期，它們也都是星期五。（笑聲）。但這一天，這個特別的星期五發生了什麼事？好，Tosh.0網站張貼了這部影片，很多部落格開始撰寫與此相關的議題，神秘科學劇場的Michael J. Nelson是第一個在Twitter上張貼關於這部影片笑話的人。但重要的是，這是一個或一群風潮引領者提出一個觀點，將它與更多觀眾分享，加快了它流行的進程。
KA: So you didn't think that we could actually have this conversation without talking about this video I hope. Rebecca Black's "Friday" is one of the most popular videos of the year. It's been seen nearly 200 million times this year. This is a chart of what it looked like. And similar to "Double Rainbow," it seems to have just sprouted up out of nowhere.
So what happened on this day? Well it was a Friday, this is true. And if you're wondering about those other spikes, those are also Fridays. (Laughter) But what about this day, this one particular Friday? Well Tosh.0 picked it up, a lot of blogs starting writing about. Michael J. Nelson from Mystery Science Theater was one of the first people to post a joke about the video on Twitter. But what's important is that an individual or a group of tastemakers took a point of view and they shared that with a larger audience, accelerating the process.
And so then this community formed of people who shared this big inside joke and they started talking about it and doing things with it. And now there are 10,000 parodies of "Friday" on YouTube. Even in the first seven days, there was one parody for every other day of the week. (Laughter) Unlike the one-way entertainment of the 20th century, this community participation is how we become a part of the phenomenon -- either by spreading it or by doing something new with it.
So "Nyan Cat" is a looped animation with looped music. It's this, just like this. It's been viewed nearly 50 million times this year. And if you think that that is weird, you should know that there is a three-hour version of this that's been viewed four million times. (Laughter) Even cats were watching this video. (Laughter) Cats were watching other cats watch this video.
But what's important here is the creativity that it inspired amongst this techie, geeky Internet culture. There were remixes. (Laughter) Someone made an old timey version. (Laughter) And then it went international. (Laughter) An entire remix community sprouted up that brought it from being just a stupid joke to something that we can all actually be a part of. Because we don't just enjoy now, we participate.
誰能預見這種情況？誰能預見「雙彩虹」、Rebecca Black或「Nyan Cat」會爆紅？你能寫出預見這一切的腳本嗎？在一個每分鐘都有超過兩天時間的影片上傳的世界，只有真正獨特和出人意料的內容才能如這些影片般脫穎而出。當一位朋友告訴我，我得看看這部很棒的影片時－關於一個人抗議紐約市對自行車開罰－我承認我不是很感興趣。
And who could have predicted any of this? Who could have predicted "Double Rainbow" or Rebecca Black or "Nyan Cat?" What scripts could you have written that would have contained this in it? In a world where over two days of video get uploaded every minute, only that which is truly unique and unexpected can stand out in the way that these things have. When a friend of mine told me that I needed to see this great video about a guy protesting bicycle fines in New York City, I admit I wasn't very interested.
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane, but often there are obstructions that keep you from properly riding in the bike lane.
KA: By being totally surprising and humorous, Casey Niestat got his funny idea and point seen five million times. And so this approach holds for anything new that we do creatively. And so it all brings us to one big question ...
(Video) Bear Vasquez: What does this mean? Ohhhh. (Laughter)
KA: What does it mean? Tastemakers, creative participating communities, complete unexpectedness, these are characteristics of a new kind of media and a new kind of culture where anyone has access and the audience defines the popularity. I mean, as mentioned earlier, one of the biggest stars in the world right now, Justin Bieber, got his start on YouTube. No one has to green-light your idea. And we all now feel some ownership in our own pop culture. And these are not characteristics of old media, and they're barely true of the media of today, but they will define the entertainment of the future.