YouTube Creators: The role of play, labor and creative voice in building a digital media powerhouse.

The article focuses on role of play, labor and creative voice in building a digital media powerhouse YouTube. It mentions political economy and creative industry/cultural studies about the question of digital labor seen as a form of exploitation or an instance of participatory cultural democracy. It also mentions YouTube's investment in developing high-value content creators with areas pedagogical support, financial support and logistical support.