Google borrows creators’ credibility for Pixel phone launch

 

because here we are

The keynote address at the 2024 Made by Google showcase was a typical tech demo, but the event’s “After Party” popped off. That’s the name Google gave to a post-keynote stream that featured appearances from a diverse group of YouTubers, actors, sports stars, drag queens, and product execs.

The Made by Google keynote doubled as the coming-out party for the Google Pixel 9, the latest smartphone line to come out of Mountain View. Launch events like that are typically dry by design, with the onstage execs paying more attention to the technical specs of their devices than to the color and character of their remarks.

The After Party immediately presented a different vibe. Actor Keke Palmer emceed the stream and set the tone right from the opening moments. “The keynote is done now,” she said. “It’s time for the Keke now.”

Sean Evans brought a new approach to product demos by hosting a special Hot Ones episode featuring Google SVP of Devices & Services Rick Osterloh. (“I must have wronged my marketing team somehow,” Osterloh said as he eyed his first hot wing.) Then Amelia Dimoldenberg sat down for a Chicken Shop Date with NBA star Jimmy Butler, who explored some of the Pixel 9’s prized features. Drag queens Trixie Mattel 

and Monet X Change eventually joined the fun to get their own looks at the new phones.

This is not the first time Google has employed YouTubers as glorified spokespeople. Creators have shown up at Brandcast addresses and YouTube’s VidCon keynotes for years.

But the Made by Google After Party married the traditional tech keynote to creator content in a novel way. It reminded viewers that YouTubers rank among Google’s most important products. With their appealing personalities and captive fanbases, they present opportunities for partners that look different on other platforms.

The talent that participated in the After Party could benefit from their appearances as well. Evans and Dimoldenberg are two of the creators who vied for Emmy consideration as part of a campaign championed by YouTube CEO Neal Mohan. They were ultimately shut out from the nominations, but that’s not stopping Google from raising the profile of these digital tastemakers.

Evans and Dimoldenberg are so good at what they do that they can even make the most routine product launch feel like a party. For that quality alone, they deserve awards.