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CHAPTER 4. RESULTS 14 When an agent-talent relationship is successful the agent supports the talent by providing them with coveted gigs and the means to grow. In the same way, the algorithm as Agent supports a creator by showing a creator’s content to large audiences and building a bigger following for them: “YouTube will favor you in the algorithm which would then lead to more views and more subscribers” (Y1) Content creators discussed the importance of trying to understand and build a working relationship with the algorithm as Agent: “you wanna be friends with the YouTube algorithm which decides to push your video or not” (Y6) Creative Freedom The value of artistic or creative work is subjective and an agent follows their intuitions in selecting which talent to promote. Thus, the decisions of the algorithm as Agent can seem whimsical, irrational, or incomprehensible: “[The algorithm is a] mystical thing that has a way of picking what videos pop up on recommended page or if people search for your videos, [the] algorithms decides which video comes up first. [...] Don’t know how it works. Some channels have meteoric growth, not clear why that channel was chosen” (P2) An age old tension between artists and their agents has been the freedom of artistic expression. Similarly, one of the aspects that creators wanted in the algorithm as Agent was allowing them to pursue their passion freely. The algorithm as Agent is sometimes seen as allowing creators to make content they enjoy: “This algorithm at least allows me to make whatever content I want” (P4) In other cases, creators complained about having to transform their work style to fit into the Agent’s tastes and expectations: “The algorithm forces you to constantly produce content. So you can’t be like I’m going to do a short film and take a break for like a month and a half because short films take time. You can’t do that. You are going to lose hundreds of thousands of followers and you are not going to make money.” (P1) Content creators described the tensions inherent in any talent-agent relationship and their efforts to stay true to their identity: “I’m not trying to sell a text or thumbnail or type of video that is going to go viral but more trying to sell who I am as a person.”(P3)PDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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