EVALUATING THE BENEFITS AND DRAWBACKS OF RECOMMENDATION ENGINE ON CREATIVE ARTIST, A STUDY OF YOUTUBE.

The convergence of technology and the film industry presents a unique scenario that warrants exploration to uncover its potential benefits and challenges. This study delves into how digital platforms, specifically YouTube, influence the work of creative artists in the world, with a focus on the impact of recommendation engines. The study adopted a qualitative research approach and derived data from primary and secondary sources. Primary sources of data included structured interview with Mr. Iduh Daniel, a professional data analyst from the national institute of information technology (NIIT). Secondary data included textbooks, journal, articles etc. and internet sources were reviewed. The study adopted the theory of technological determinism to drive the discourse. The findings reveal that there has been scholarly work done on recommendation engines but recommendation engine in the creative industry has not been the subject of substantial scholarly work. The analysis therein illustrates the importance for creatives and content creators on YouTube, understanding recommendation engine. The analysis posits a holistic view on recommendation system and the correlation with creative artists on YouTube. The essay concluded that understanding recommenders’ engine is vital for optimizing content visibility and engaging users for creative artists on YouTube. Keywords: Recommendation Engine, Creative Artist, YouTube, Movie Producers, Content Creators.