The Drum is to host the UK premiere of The Creators – a documentary directed by Oscar-nominated director Nanette Burstein, charting the rise of a new kind of celebrity – the YouTube star.
The 30-minute film, produced by Anomaly London and funded by YouTube, gives marketers a behind-the-scenes view of how these young stars appeal to youth audiences, to help them understand how to reach out to and engage with the sought-after millennial demographic.
The UK’s most high profile YouTube creator Zoella, along with filmmaker and artist Tomska and up-and-coming comedy twins Niki N Sammy, will all feature in the film, which will air on 10 March at The Curzon Soho between 6pm and 8.30pm.
Anomaly London executive creative director Alex Holder said: “We wanted to make a film that explained to brands the largely untapped opportunity of the creator community. YouTube creators understand their millennial audience and use real time feedback in order to create engaging content that can captivate millions of fans. The film gives brands a chance to learn from these digital innovators and understand how to work with them in order to reach loyal audiences.
"Commissioned by YouTube, we think the film is branded content in it’s best form – interesting, useful and beautifully produced by a filmmaker with complete creative control.”
The premiere will be followed by a panel discussion, hosted by Drum Works managing director Justin Pearse, and featuring the director and stars from the film, along with creative agency Anomaly and PepsiCo head of marketing Sebastian Micozzi.
Anomaly has also created four short videos offering tips on successful online engagement, which will air after the film's launch.