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YouTube Supports Next Wave of Global Creative Entrepreneurs As It Announces New Ways for Creators to Make Money

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YouTube on Wednesday introduced the next chapter in rewarding creativity on the platform. At its inaugural Made on YouTube event, YouTube shared that it’s expanding the platform’s monetization system, the YouTube Partner Program (YPP), to allow more creators to join the program, introducing new ways for creators to earn revenue through Shorts, and re-imagining the music industry and creator dynamic by opening up ads monetization for those who feature music in their videos.

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Today’s announcement reflects the diversity of the platform’s growing creator community and allows its over 2M monetizing creators to make money on YouTube across any creative format. Today’s key announcement includes:

  • Expanding access to YPP: Starting in early 2023, Shorts-focused creators can apply to YPP by meeting a threshold of 1K subscribers and 10M Shorts views over 90 days. These new partners will enjoy all the benefits YPP offers, including ads monetization across Shorts and long-form YouTube videos. This is in another option to the existing criteria where long-form creators can still apply to YPP when they reach 1,000 subscribers and 4,000 watch hours. Creators can choose the one option that best fits their channel while YouTube maintains the same level of brand safety for advertisers. To support creators who are early in their YouTube journey, YouTube will also introduce a new level of YPP with lower requirements that will offer earlier access to Fan Funding features like Super Thanks, Super Chat, Super Stickers and Channel Memberships.

  • Introducing a first-of-its-kind revenue sharing model for Shorts: With 30B+ daily views and 1.5B+ monthly logged-in users, Shorts are exploding around the world. To reward this new creative class, beginning in early 2023, we’ll be moving away from a fixed fund and doubling down on a unique revenue sharing model for Shorts for both current and future YPP creators. Because ads run between videos in the Shorts Feed, every month, revenue from these ads will be added together and used to reward Shorts creators and help cover costs of music licensing. From the overall amount allocated to creators, they will keep 45% of the revenue, distributed based on their share of total Shorts views. The revenue share remains the same, no matter if they use music or not.

  • Launching Creator Music: The complexities of music licensing has meant that most long-form videos that feature music don’t result in creators being paid. To build a bridge between the music industry and creators, YouTube is introducing Creator Music, a new destination that gives creators easy access to an ever-growing catalog of music for use in their videos, while providing artists and music rights holders with a new revenue stream for their music on YouTube. Creators can now buy affordable, high-quality music licenses that offer them full monetizing potential—they will keep the same revenue share they’d usually make on videos without any music. And for creators who don’t want to buy a license up front, they’ll be able to use songs and share revenue with the track’s artist and associated rights holders. Creator Music is currently in beta in the U.S. will expand to more countries in 2023.

Susan Wojcicki, CEO of YouTube, said: “The YouTube Partner Program was revolutionary when we launched it back in 2007, and it’s still revolutionary today. Over the last three years, YouTube has paid creators, artists, and media companies more than $50 billion dollars.

“That $50 billion dollars has changed the lives of creators around the world and enabled new voices and stories to be told. But we’re not done yet.

“When we introduced the YouTube Partner Program, we made a big bet: we succeed only when our creators succeed. And today, we’re doubling down.

“We’re introducing the next chapter in how we reward creativity on our platform by expanding access to our YouTube Partner program.”

Neal Mohan, YouTube’s Chief Product Officer, said: “YouTube’s first-of-its-kind, industry-leading Partner Program changed the game for long-form video.

“And now we’re changing the game again, this time by opening it up to Short-form creators and introducing revenue sharing to Shorts.

“This is the first time revenue sharing is being offered for short-form video on any platform at scale, adding to the 10 ways creators can already earn revenue on YouTube.

“It’ll be available to all of those in YPP — including the new, mobile-first creators, who will be joining the program for the first time.”

Lyor Cohen, YouTube’s Global Head of Music, said: “Creator Music is the future. We’re building the bridge between artists and creators on YouTube to elevate the soundtrack of the creator economy; it’s a win-win-win for artists, songwriters, creators and fans.

“With Creator Music, artists have a new way to get their music out into the world; fans can now discover music they love on their favorite creator’s channels, and both creators and artists will have new revenue opportunities.”

These creators and artists are using YouTube to lead the next wave of the creator economy and share how the announcements shared today will impact the broader ecosystem:

Producer/DJ, Marshmello said: “As an artist, Creator Music gives us an opportunity to tap into YouTube’s massive creator community and reach new fans.

“I’ve built an incredible global audience on YouTube and Creator Music feels like one of the latest evolutions that makes it such a valuable place for my music and more importantly, my fans.”

YouTube creators, Colin and Samir said: “Over the last three years, YouTube has paid out $50 billion to over 2 million creators, artists and media companies. through its Partner Program – more than any other platform.

“That’s $45 million a day. $1.9 million an hour, $528 a second. Every second. For the last three years. Today’s announcements prove that YouTube is continuing to lead the way in its commitment to creators everywhere.”

Multiformat creator, Kallmekris, said: “So many creators find themselves having to choose between video formats to best serve their unique goals. From a business perspective, the key benefit of Shorts for me is that they help me pull people into my community. Whereas for longform, it brings in a lot more revenue. That’s why this news about the partner program coming to Shorts is so great. My work will be supported in much the same way, no matter the format. That need for a strategic trade-off – weighing up the pros and cons – will disappear.”


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Airtel Nigeria Reinforces Commitment to Youth Empowerment Hosts UNICEF GenU 9JA Steering Committee Meeting

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Airtel Nigeria hosted the 2024 UNICEF Generation Unlimited (GenU) Steering Committee meeting at the Airtel Nigeria headquarters in Banana Island, Lagos, yesterday.

The breakfast meeting served as a collaborative forum, bringing together stakeholders from government, the private sector, and civil society to review GenU 9JA’s progress in providing Nigerian youth with digital learning, upskilling, and pathways to meaningful employment.

In his opening remarks, Chief Executive Officer at Airtel Nigeria, Carl Cruz expressed Airtel’s dedication to supporting the youth. “It is a privilege for Airtel to host this significant meeting and reaffirm our commitment to an initiative that holds the power to transform the lives of millions of young Nigerians.

“By equipping our youth with essential skills and resources, we not only support their individual success but also contribute to Nigeria’s social and economic growth,” he said.

Mr. Cruz further highlighted Airtel’s leadership in providing connectivity for digital learning, noting, “With the support of our UNICEF partners, we have connected 1,260 schools across Nigeria to digital learning, enabling 600 children to access educational platforms like the Nigeria Learning Passport and Yoma Africa.

“This connectivity is not just about internet access; it is about creating an equal playing field for young people, giving them access to quality education and skills essential for their future.”

The event saw participation from a host of other GenU 9JA partners, including IHS Towers, ATC, Unilever, Jobberman, Microsoft, Tony Elumelu Foundation, the Federal Ministry of Education, the Ministry of Youth and Sports Development, GIZ, World Bank, ILO, UNDP, UNFPA, the EU Delegation, and the Government of the Netherlands.

While delivering a report on GenU 9JA digital learning, Director of Corporate Communications and CSR at Airtel Nigeria, Femi Adeniran, reiterated Airtel’s dedication to driving digital inclusion and youth empowerment in support of Nigeria’s socio-economic development.

“For us at Airtel, we are actively involved in connecting schools and advancing digital learning for young Nigerians. Looking back at the debut of our partnership with UNICEF in 2023, we have exceeded our initial expectations in school connectivity, which highlighted the significant gaps in Nigeria’s educational system.

This year, we have made even greater strides and our involvement in initiatives like the Nigeria Learning Passport reflects our commitment to bridging this gap by expanding digital access, fostering learning, and building essential skills nationwide to support young Nigerians,” he said.

“Also, it would interest everyone to know that Airtel Nigeria’s new Home Broadband thematic campaign, ‘Live Limitless’, resonates strongly with the GenU 9JA ‘We No Get Limit’ motto, which underscores our dedication to empowering young Nigerians to unlock their full potential without barriers.

This commitment drives us to continue creating and promoting opportunities that equip the youth for a brighter future” he added. The GenU Steering Committee meeting served as a valuable platform for Airtel and other partners to deepen their commitment to the GenU 9JA mission.

By fostering collaboration and driving impactful initiatives, Airtel demonstrates its corporate social responsibility by actively contributing to programs that uplift Nigerian youth and promote sustainable development across the nation.

 


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Zarttalent Foundation’s Summit Prepares Nigerian Youth for Global Tech Careers

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Zarttalent, a foundation dedicated to advancing digital literacy and tech education in Nigeria, hosted the How to Win With Tech Summit on October 17, 2024.

The event brought together students, educators, tech enthusiasts, and influential leaders for a day focused on the power of technology in shaping the future.

Notable guests included Sonia Onovughakpo Fajusigbe, Policy Advisor Entrepreneurship Youth Employment & Healthcare, Consulate General of the Netherlands in Lagos, and Elizabeth Owei-Oladepo, Youth Advisor at the Consulate General of the Netherlands in Lagos.

Their presence, along with teachers, principals, media representatives, and Zarttalent partners, highlighted the importance of collaborative efforts in driving tech innovation and education.

Opening the summit, Nelson Ajulo, Chief Executive Officer of Zarttalent, delivered a keynote address titled “The Power of Technology in Today’s World.”

He highlighted the role of technology in generating employment opportunities and creating global pathways for Nigerian talent. In addressing Nigeria’s high youth unemployment rate, Nelson emphasized Zarttalent Foundation’s commitment to equipping young people with in-demand tech skills that align with global industry needs.

“The goal of education is to prepare students with skills for a meaningful livelihood. Yet, the challenge in Nigeria is a misalignment between university training and the skills required by today’s economy, contributing to the high unemployment rate.

By introducing relevant, in-demand tech skills, Zarttalent empowers young Nigerians to go beyond the standard curriculum and gain expertise that sets them apart in a rapidly digitizing world,” he stated.

Sonia Onovughakpo Fajusigbe, Policy Advisor Entrepreneurship Youth Employment & Healthcare, Consulate General of the Netherlands in Lagos, delivered a compelling address titled “Leveraging Technology for Youth Empowerment and Entrepreneurship.”

She outlined the potential of tech-based skills to empower Nigerian youth to not only secure employment but also become problem-solvers in their communities. Fajusigbe encouraged the attendees to look beyond traditional jobs and consider digital entrepreneurship as a means to tackle local challenges and boost economic growth.

Fajusigbe’s keynote on technology as a tool for youth empowerment and entrepreneurship offered practical strategies for harnessing technology to create meaningful change. Her session encouraged students to see themselves as future innovators who can leverage tech to build a better society.

This landmark event is part of the foundation’s ongoing effort to empower the Nigerian youth and address its high youth unemployment rate by creating access to digital skills and mentorship.

The foundation aims to empower over 5,000 students over the next five years, equipping them with competitive tech skills that will translate into job opportunities, entrepreneurship, and solutions to real-life issues.

With Nigeria’s youth unemployment rate at record levels, the event focused on building sustainable career pathways and preparing a generation ready to thrive in a tech-driven economy, where digital skills are increasingly essential.


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SiBAN President Urges Nigeria to Embrace Bitcoin Strategy Amidst Global Crypto Surge

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Obinna Iwuno, President of the Stakeholders in Blockchain Technology Association of Nigeria (SiBAN), has urged the Nigerian government to consider a national Bitcoin strategy in light of the recent global surge in cryptocurrency adoption, particularly following the election of Donald Trump, a pro-crypto US President.

Iwuno believes that the new US administration’s stance on cryptocurrencies, coupled with global economic trends, presents a unique opportunity for Nigeria. He argues that a strategic approach to Bitcoin can lead to significant economic benefits for the country

Such benefits, according to him include increased wealth where Nigerian traders could profit from the expected rise in cryptocurrency prices, potentially hedging against domestic inflation.

Other benefits are economic growth, which will present a thriving domestic crypto ecosystem that could generate jobs and stimulate economic activity and financial inclusion, where cryptocurrencies, particularly stablecoins pegged to the Naira, could provide financial services to underserved populations.

Meanwhile, to capitalize on this opportunity, Iwuno proposes several steps:

  • Regulatory Clarity: The Nigerian government should provide clear and supportive regulations for the cryptocurrency industry.
  • National Bitcoin Strategy: A comprehensive national strategy should be developed to guide policymaking and industry development.
  • Bitcoin ETF: The Nigerian capital market could explore the possibility of launching a Bitcoin exchange-traded fund (ETF).
  • Stablecoin Development: The government should encourage the development of stablecoins backed by the Naira.

Iwuno’s call to action comes as the global cryptocurrency market continues to experience significant growth. With major economies embracing digital assets, Nigeria stands to benefit from early adoption and strategic planning.


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