The opening session of Press Publish NYC was a vibrant celebration of creator culture, community, and the evolution of YouTube. Hosted by Colin and Samir, the event welcomed over 400 attendees from 16 countries, representing more than 400 million followers across platforms. The session featured a keynote by Kevin Allocca, Global Director of Culture & Trends at YouTube, who took the audience on a whirlwind tour of YouTube’s 20-year history, highlighting its cultural impact, creator-driven innovation, and the rise of a new generation of fandom.
If You Read One Thing, Read This:
“You don’t see me in it. You’re seeing it through me.” — Bear Vasquez, Double Rainbow
This quote, shared by Kevin Allocca, perfectly encapsulates the power of YouTube; creators as conduits for authentic human experience. It’s a reminder that the magic of video lies not just in what’s shown, but in how it’s felt.
Hot Take:
“Skibidi Toilet” is one of the top trending topics of the year—and it’s not just brain rot.
Kevin’s breakdown of the Skibidi Toilet phenomenon was both hilarious and profound. What started as a bizarre animated short from the country of Georgia evolved into a decentralized narrative with over 4 million fan-made videos. While many dismiss it as cringe, Kevin argued it reflects a generation’s participatory media culture and shouldn’t be underestimated.
Other Key Takeaways
1. YouTube’s Evolution Mirrors Cultural Shifts
“YouTube is no longer defined by viral videos. But culture-shaping moments happen every day.”
Kevin’s keynote traced YouTube’s journey from cat videos and Double Rainbow to global fandoms, AI-generated memes, and creators becoming media moguls. The platform’s adaptability is its superpower.
2. Fandom Is Fragmented, Yet Powerful
“Half of younger fans say they’re part of a fandom no one they know personally is in.”
From Pasta Grannies to a bridge in North Carolina, niche interests thrive on YouTube. The platform enables hyper-personalized content consumption and community formation around the most unexpected topics.
3. Creators Are the Future of Media
“The highest-grossing film of the year featured YouTube gamers. The Grammy winner for best rap album started on a vlog channel.”
Traditional media is being reshaped by creators. Whether it’s ‘Hot Ones’ becoming the go-to celebrity promo stop, or A24 hiring a YouTube creator to direct a feature film, the lines between creator and mainstream are blurring fast.
Closing Thoughts
Press Publish NYC kicked off with a powerful reminder: creators are not just entertainers—they’re cultural architects. From nostalgic viral moments to the rise of AI-driven creativity, the session celebrated the weird, wonderful, and world-changing impact of creator content. As Colin and Samir put it, this isn’t just a conference—it’s a neighborhood. And in this neighborhood, everyone’s invited to build, share, and press publish.
