The world of television and video is undergoing a massive revolution.
This is the same revolution that convulsed the print world and then the music business and now, at last, TV and video.
It was inevitable.
But these moments when technology turns over the applecart can represent enormous opportunity for those, at least, who didn't get any apples last time. Plenty of good apples to grab at now.
One of those apples is the world of fashion, cosmetics and beauty. (Admittedly, I am no expert in this, just look at my photo! But talk to Lisa if you want some real expertise).
In any event, the cosmetics industry alone is a $45 billion a year business and growing - and that is just for what they call color cosmetics.
The business sells products, clearly, but what it really markets is an aspirational desire to look better and to be more attractive. And with whom does this not resonate?
Up until now, the big players (and the smaller ones as well) have relied upon signing mostly movie stars and models as their 'spokespersons', or the face of L'Oreal for example (Isabelle Adjani, Elle Fanning).
These people are great, but they also are a bit 'distant' from the average L'Oreal customer.
Enter the Vlogger.
In a fascinating piece on The BBC's website today, there is an analysis of the fast and growing power of beauty vloggers.
They use these products (in this case we are talking about color cosmetics) at home, shoot themselves in video and post their opinions and advice on social media.
How popular is this?
The number one beauty vlogger is Mexican Yuya, with 21.4 million subscribers. (That puts her ratings north of Oprah).
She started at the age of 16 with a YouTube channel called Lady16makeup. Today, she is the #1 beauty vlogger in the world, bringing in more than a half a million dollars a year.
But maybe you don't even have to have killer (or should I say conventional) good looks.
Major beauty brand MAC just signed beauty vlogger Patrick Starr. He used to work the counters for MAC, but check out his video:
Get the concept.
Now get in the bathroom and start shooting!