When Content Meets Culture—Inside the Brandcast Experience
YouTube packed Madison Square Gen for its Brandcast event last night at the Theater at Madison Square Garden, pumping up the crowd with a DJ blasting music to viral YouTube videos and special choreography from So You Think You Can Dance and DanceOn‘s Travis Wall. The streaming site brought in creators like Bethany Mota and producers of the hit inspiration channel SoulPancake, host of Redbull Signature Series’ Sal Masekela (behind Felix Baumgartner’s viral space jump video). “We look at YouTube as an alternative source of entertainment, but those under 35 look at it as a way of life,” said Google’s President, Sales, Americas, Margo Georgiadis.
The evening’s big announcement was about Google Preferred, an initiative that allows buyers to more easily purchase the 5% top-tier content and to effectively measure video performance. Marketers will also be guaranteed to reach the scale of audience they’re targeting.
Implementation
As part of the high-profile YouTube Brandcast event at Madison Square Garden, I helped bring the platform’s creative power to life—both on stage and behind the scenes. From producing viral choreography collaborations with DanceOn’s Travis Wall to amplifying the reach of creator talent like Bethany Mota, SoulPancake, and Sal Masekela, this event showcased YouTube’s evolution into a mainstream entertainment powerhouse.
Brandcast wasn’t just a celebration—it was a strategic platform launch. The evening introduced Google Preferred, allowing brands to tap into YouTube’s top 5% of content with guaranteed scale and measurable performance. It was a night that merged entertainment with media innovation—and I was proud to be part of shaping that narrative.
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Alexander Greenwood
Customer
Results
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