This post seems particularly appropriate on Oscar’s Night…

It’s no secret that traditional boundaries between traditional content creation and YouTubers is quickly eroding.

The New York Times acknowledges as much in a technology feature describing these “New Hot Properties.” One of those featured is our own Shmuly Tennenhaus, who has created quite a community and mythology surrounding himself…

Mr. Tennenhaus, an aspiring comedy writer who gained a modest following on YouTube for his droll question-and-answer clips and other spots featuring his grandmother “Bubby,” is being wooed by the site’s competitors, including Metacafe, ManiaTV and others, with promises of guaranteed exposure, a share of advertising money, or both.

This is all happening rather quickly. Traditional walls between media, content and creation are crumbling all around us. Sands which large media companies built their castles upon are now shifting, and the entry barrier is slowly but surely moving towards a quality quotient (see Shmuly or Ze Frank).

This movement is going to bleed over from Hollywood and entertainment content creation into all sorts of realms, including the marketing realm. Be prepared because what works to draw traffic and attention today won’t work in the near future. What works to measure that traffic and attention (CPA, CPC, CPM) won’t work either.

Congrats, Shmuly. Keep on breaking down barriers!

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