deos. It matters that we have YouTube and that has been our greatest resource in terms of connecting, having our identity, creating a brand, showing the world who we are via YouTube. That has been our label. РAs such, with the growth of new media and the technological outlet, content creators are able to protect and build their brand without relying on the vast machinery of traditional media to create, promote, and define what that artistic product should be. РYounger audiences are certainly agreeing with Macklemore. Millennials ages 13 to 24 watch an average of 11.3 hours of online video a week and an additional 10.8 hours of paid video a week through subscription services flix, Hulu, and Amazon Instant Video (Smith, 2015). One reason that both YouTube and subscription services do so well
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