SXSWi: The Rise of the Blogebrity

The Rise of the Blogebrity

Kyle Bunch Co-Founder, Blogebrity
Amanda Congdon Co-Pres, ABC News/Oxmour Entertainment
Henry Copeland Founder,
Karina Longworth Editor, Netscape
Casey McKinnon Exec Producer, Galacticast
Nick Douglas Director, Look! Shiny!

Copeland: (on blog rankings) “Totally screwed popularity metrics”
Going to look at Forbes Web Celeb Top 25 and Technorati Top 100 – how they are screwed up

To be famous on Forbes, you do not need a lot of hits, you just need to know a reporter. Their #3 blogger only has 80,000 page views compared to those with millions surrounding him.

Technorati #60 has 400,000 impressions where one much lower have millions.

Trying to make it into the technorati top 100 is ridiculous – “it is a piece of crap”

Congdon: it is about where I see them about how often I see them – writing books? Quoted in newspapers? On TV? This his how I evaluate blogebrities.

Longworth: People who get a lot of traffic on their blogs because of who they were before they were bloggers – Arianna Huffington. Film blogs are different – the best film blogger is David Hudson

McKinnon: I only pay attention to video. Celeb video people: Ask a Ninja, Ze Frank. We are considering people celebs as soon as they are in the New York times. Sad because we are new media but we are relying on old media.

Douglas: I like bloggers who give me the stuff I am going to blog about. Just the one step cooler than me.

Video Killing the Blogging Star? Post YouTube is it the end of text-based bloggers?

Congdon: there are still books. TV and books live harmoniously. Most on the panel are video bloggers. Visual medium is more visible making us more recognizable.

Douglas: people come across text blogs by searching for words. Video blogs don’t work that way, but they do give you a public face (people stop you on the street).

Quantity vs. Quality:

Douglas: 600 people watch me. Quality is totally important

McKinnon: quality. Sound and picture quality is essential. We are not professional film makers, but trying to make the video bigger and better looking online is key.

Copeland: If we are just replicating TV we are in trouble. Good to subvery the traditional hierarchy and screw the networks, but the star culture may be harmful. Web 2.0 is about communities and making them better is the real importance.

As a blogger who is clearly not a “blogebrity” it is interesting to listen to these people who are literally famous on the Internet. The moderator is asking them if their celebrity status becomes too much to handle. Jeez, bloggers are that famous?!

Forbest Top 25 only had 3 women on their list. Will we see a bigger shift or is this just a flawed report?

Copeland: those methodologies are flawed. 75% of the celebs on this panel are women.

Right now blogebrities are based on flawed metrics, still using old-world celebrity making, word of mouth of powerful people and those connected to traditional media. Shouldn’t the Internet be able to tell us who is popular with simple metrics?

Ok, my liveblogging steam is wearing thing. I stopped liveblogging this session, but let me tell you the listening was somewhat interesting. I realize that I am not obsessed with blogebrities as a lot of the people in the room are. They are trying to figure out how to make money and how to be famous in the blogosphere – I’m glad I’m not in that position. Me and my three readers are good to go!

Time to go check out the evening events. I’m headed to the SXSW Web Awards Preparty after I drop my laptop back at the hotel.

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arvind s. grover

I am a progressive educator, a podcaster (, a blogger, and dean of faculty of JK-11 school (building a high school) in New York City.