As online media becomes more and more prominent in popular culture, Google’s Youtube is putting a larger focus on advertisements. Their business model allows content producers to create what they like and for advertisers to decide with whom they would like to work, as opposed to traditional method of marketing executives advising each and every move of the filmmaker. For Youtube, this point of difference inspires innovative collaborations between users and businesses. This is what funds their existence. Income is generated through advertisements on videos, and the more the content is seen, the more cash flows into both the hands of the content producer and the pockets of Youtube. A key piece of information from analytics proves that those with consistently large audiences distribute videos of superior quality, whether it may be in lighting or camera quality. It is now understandable that Youtube is building physical infrastructure to foster the talent who are working on their platform.

On November 6, 2014, Youtube will be debuting another physical studio in New York City, on Madison Avenue no less. The street name, now synonymous to America’s advertising industry, was a key factor to Youtube’s choice in location. On top of providing a creative space for “youtubers,” creating a physical location allows major companies to discover that the online platform also hosts creative output that can “rival traditional television in terms of production values and marketing potential.” NBC has recognized this fact and their development on Youtube with the Tonight Show and Saturday Night Live has increased their viewership.

While the space itself is not revolutionary, the newly developed BrandLab sets the New York location apart from its counterpart in California. BrandLab allows companies such as Maybelline to physically connect with content producers and expand their creative limits.

Perhaps Youtube’s original value proposition was simply to create a video-sharing platform that is accessible to anyone. Nowadays, Youtube is a online community dedicated to connecting content producers with both viewers, and companies who wish to expand beyond traditional advertising.