While there are a few topics I would like to see more explanation on in today's Web 2.0 landscape, one thing looms over them all -- the YouTube creators.
In 2012, Jenna Marbles was one of the top YouTube channels with just under 6 million subscribers. Two years prior, she made a video titled "How to trick people into thinking your good looking." Right after graduate school Jenna was working in a nightclub and her video went viral. Since then, she has uploaded regular weekly(ish) videos that span vlogs to sketch humor. Another top channel was PewDiePie's video game commentary with just over 3 million subscribers.
Today, PewDiePie has 103 million subscribers. Oh, and PewDiePie is also allegedly bringing in $13 million dollars as a content creator.
Today, YouTube is where people 10 years my junior drop out of high school to move to LA with another dozen teen vloggers in a mansion.
In the text, Rainie brings up such altruistic reasons why someone would want to be a content creator.
Self expression
Opportunity to learn
Space to collaborate
Connect with community
A sense of empowerment
Sure, there is a reference to the celebrity-adjacent status some may achieve through their chosen medium, but the text focuses on how those on YouTube such as Justin Bieber worked the platform to jump into real stardom as a pop star. That section is titled "prelude to greater glory" as if there isn't true glory to be had in being a full time content creator on YouTube.Because what the text does not address is the influencer. The influencer, a full time position, spans multiple platforms in promoting his or her brand --which is his or her self. They set trends. They dictate what their fanbase thinks is cool or uncool. There are a million subjects the influencer can influence. My father, a gearhead, watches YouTube channels dedicated to reviewing cars and motorcycles. My mother, an environmentalist, watches YouTube channels dedicated to minimalism and going green. A close friend who recommended I jump into the world of YouTube last year, is engrossed in the toxicity of the beauty influencers.
Jenna Marbles (20 million subs) with James Charles (19 million subs)
"Digital platforms have flipped the conventional formula on its head. Online personalities amass an audience first, and make money after. And what’s more, building that audience can be done without Hollywood’s help."
As trends continue to move in a way where internet culture and mainstream culture become less distinguishable, how will this effect our networks? Our Lives? Our impressionable kids?
In a 2019 survey, being a YouTuber was the most sought after profession for kids in the US and UK.
Is this desire for fame and fortune? Or is Gen Z just so creative and empowered that this is their answer to rejecting a traditional career? What are your thoughts on influencers?
Hi Kendyl, I appreciate this take on Youtube creators. I often teach about this very subject in my modern popular music class. Considering artists like Justin Bieber and Taylor Swift's transition from youtube musicians into mega pop stars is really interesting technological shift in the music industry. It seems that many artists are beginning to hope to start this way, and it has take ahold of Gen Z's understanding of artistic sincerity. This definitely applies to Makeup gurus on youtube as well. I find that Gen Z folks tend to commemorate experiences and moments using vlogs because it is an easier, and more interesting, method of communicating rather using text. I teach about the influencer status and how awkwardly A-Z celebrity lists work this new social status into its hierarchy. Your post also brings to mind artists like Cardi B and Lil Nas X as other types of influencer/celebrity/artists. I find using youtube content creators as perfect markers for understanding how cultural trends shapeshift through online media. Whether watching a review of James Charles' latest collab or a critique of him and his peer's uncredited appropriation of lesser known artist's creativity, I believe the perspective for learning are endless.
ReplyDeleteDanielle, thank you for sharing your perspective here! I agree with your points on musical artists seeing the value of gaining their own following to then jump to the traditional label. Living in Nashville for a few years, I've had a few conversations with those in the business that all talk about how the industry is shifting. Talent and/or looks aren't the only important aspects for a career in music anymore -- a strong following and personal branding now play into this field heavily. I think there is freedom in not being bound to record labels starting out, but there are also new (or, maybe just different) chains in having to market in this way.
DeleteCardi B is such a great example to bring up! She is such a large mainstream influencer, I forgot that she first came to notoriety on Vine! I had previously watched an anaylsis video on YouTube that referenced the cost of "clout" that referenced Cardi B. It went on discuss the cost if you did, indeed want those Balenciagas, (you know, the ones that look like socks?) and how influencer culture effects self-worth. I will try and locate it, because it was an interesting commentary!
I would love to hear more of your experience in teaching this subject.
In one of my courses, we discuss future careers. There are always students who choose You Tuber as their professional goal. Maybe they think it sounds like fun or maybe they want to be famous. Or, maybe they are creative and rejecting traditional careers. I honestly think it is a mixture. Probably similar to kids who say they want to become actors. Some imagine themselves famous and others may have a genuine love of theatre, film and storytelling.
ReplyDeleteI think my thoughts go to accessibility and sustainability. People have undoubtedly moved to LA to be movie starts, New York to go to Broadway, Nashville to be country music stars or Chicago to be stand-up comedians. I think this sort of big step requires a certain confidence or bravery to make your dreams come true or bust. YouTube, can be done by anyone anywhere leading to more people potentially trying to take these big steps. Is there a maximum amount of influencers the structure can hold? That is, how many people can make a living on content creation at once? Will there be a time that people decide they already follow enough people they like and don't have time for more? Or will the constant changing or trends, cancel culture, and burnout create an ebb and flow within this field?
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