Jonny Passman
Ms. Tharp
ENG 110
25 November 2016
YouTube Stars and the True Meaning of Celebrity
In the year 2000 not one major social media outlet was yet relevant at the time. There wasn’t a site which could propel someone’s ideas into something which was extremely meaningful and had financial worth. Now, that exact idea can be more than ever imagined with an outlet like YouTube. YouTube was created in 2005 as a website which would serve as a way for people to upload videos. Users could upload and share videos with each other freely and the website began to quickly grow faster than any other outlet at the time. Within a year of the first video upload, YouTube had more than sixty-five thousand new video uploads and more than one hundred million video views a day. As time went on, people began to see the major personal and financial benefits that would come from YouTube. More and more people began to upload videos which expressed all different types of topics and discussions and this started a creative revolution. Creativity and personality are prevalent more than ever in today’s society than ever before because of YouTube. This is because of how involved the YouTubers are. YouTubers are given a golden opportunity to shine through the lens of their audience and it is proven through their success outside of YouTube and their growing audiences, which follow their channels like their favorite TV show. This is a job which allows for people do what they love and make a living doing it. YouTube is a generator for the creative workforce of the world and can perfectly summarize our ideas of a perfect job. This job entails hard work but also allows for time at home. Being a YouTube star is the epitome of what American people call the American Dream and allows the creators to be both successful emotionally and financially.
In order to full understand the meaning and impact of a YouTube star, one must understand YouTube and exactly what the website is. YouTube does not work without its content creators (the YouTubers). If not for the content creators, YouTube would not even exist. They are the driving force behind everything that YouTube is. They make it a place where freedom of expression is fully embraced by both creators and audiences alike. In the book “YouTube: Online Video and Participatory Culture”, Jean Burgess and Joshua Green do their best to explain what YouTube is by describing the website as a “participatory culture”. They go on to give a more detailed description of the YouTube environment, “The contributors are a diverse group of participants—from large media producers and rights-owner such as television stations, sports companies, and major advertisers, to small-to-medium enterprises looking for cheap distribution or alternatives to mainstream broadcast systems, cultural institutions, artists, activists, media liberate fans, non-professional and amateur media producers. Each of these participants approaches YouTube with their own purposes and aims and collectively shape YouTube as a dynamic cultural system: YouTube is a site of participatory culture.” (Burgess and Green vii). This depiction of the YouTube culture perfectly illustrates the immense amount of diversity which lies within the website. This is what makes YouTube the best option from both a personal business standpoint and it is proven through the different types of channels across YouTube. Not only is YouTube an option for creators to put out content but for major companies to distribute content at a price which is unmatched. Burgess and Green mention the involvement that some sports companies have on YouTube and one company in particular is the UFC. The UFC has a channel which currently has over three and a half million followers and allows their audience to have an extreme in depth look at all the fighters. They have videos which range from a miniseries leading up to each fight card to behind the scenes look at weigh ins, press conferences, and the fights themselves. For the UFC and many other companies, YouTube is a way for a company to go to the next level in terms of content. With the UFC, the audience is getting more than just a fight now and that has single-handedly come from YouTube. Fans can access content whenever they want and for free by means of just typing in “UFC” on their computers. This is exactly what people want and YouTube delivers that to them.
YouTube channels are a perfect example of this country’s idea of an American dream. However, with this American Dream comes a lot of hard work. Becoming a YouTube star is not so easy as just uploading a few videos. It is about quality, hard work, and consistency within the making of the content. In an interview with Bloomberg, titled “Want to go Viral? Here’s how to be a YouTube Star”, Charlie Todd, who founded the channel Improv Everywhere, explains that in order to make it big one has to be consistent with uploading content and emphasizes that “it’s also important just to do it because you love it.” (Bloomberg). Todd explains that this is not just another ordinary job. It really does take hard work and the audience of the channel expects to have content consistently and the channel needs to do that in order to be successful. Just like anything in this world, Todd demonstrates that it is a constant grind in order to be successful in this particular business but it pays off because YouTube gave him the opportunity to make a living by doing what he loves. That is also the most important part of this quote. The fact that he is able to make a living by doing something that he is interested is the most attractive part of being a YouTuber. Being a YouTuber is now the truest form of the American dream because it allows one to express freely about what they are interested in and make an income as well.
Being a YouTuber is also more than just making a living, it allows that person to make connections to sometimes millions of people all over the world. The audience to these YouTube channels feel so connected to the YouTubers because the videos they make are on such a personal level. It doesn’t matter what the topic of the videos they make are, they have a positive impact on almost everyone who watches. Not only do these videos have a positive impact on random people all over the world but in some cases can improve relationships within one’s own family. Kevin Pang, a writer for The New York Times, describes how his father’s YouTube channel of instructional cooking videos brought them closer together and said, “So when I became a food writer, my father and I shared, for the first time, a mutual interest. I would call to ask about recipes and cooking techniques. He would school me on the world of Cantonese cuisine. The first time he visited me in Chicago, I took him to a dim sum restaurant for brunch, and as we ate shrimp dumplings and barbecued pork buns, he explained — gesticulating with his arms like a conductor — how the shiu mai’s wrapper should caress its filling ‘like a dress on a woman, like petals of a flower, like prongs on a diamond ring.’” (Pang). This passage demonstrates the connection that can happen from making YouTube channel. It is more than just an ordinary job and this is a perfect example because it shows the personal connection that a father and son developed from the YouTube channel itself. It gave them a topic to talk about and allowed them to bond over that topic. Being a YouTuber allows one to give an audience that topic that they need. Sometimes, it is as simple as just having conversation in the comment section but other times it gives people the tools they need to develop closer family bonds.
In terms of an opportunity for business, YouTube creates financial success on its own and opens even more business opportunities through the exposure of the website. One of the many YouTube stars to benefit from their YouTube fame is Jimmy Tatro, a twenty-four-year-old comedian who started his YouTube career in 2010 while attending the University of Arizona. He began by making videos for him and his friends to laugh but soon realized it was more than just his fraternity that found his videos hilarious. In 2012, he decided to make a new channel where he would upload a video every Monday. His videos vary but mostly consist of satirical comedy sketches in which he plays a variety of characters. His channel has grown and now has over two and a half million subscribers and his subscribers are not the only ones to notice his hilarious knack to make people laugh. Hollywood started to notice Tatro and he has landed roles in two major production movies such as “Grown Ups 2” and “22 Jump Street. One writer for the Huffington Post would even go as far as saying that Tatro is the second coming of Mark Wahlberg. He says that, “Tatro seems to have the street cred experience and good looks of someone like Wahlberg, with the same grounded sense of humor that knows better than to take himself or his frat boy appearance too seriously. Like Wahlberg, Tatro is smart and knows how to play to his audience.” (Elliot). Tatro has gained endless amounts of followers and fame which he never thought fathomable but it hasn’t stopped there. His YouTube channel supplied him with all the tools necessary to now go on and achieve what he has always dreamed of. Tatro now has the ability to go for any movie role he wants and can do so because of his immense experience and library of sketches and massive audience. No director will second guess his likableness or whether he can sell tickets in the box office. He already has two and a half million people who he can guarantee will go out of their way to buy a ticket to whatever movie he stars in. In this case and many others, YouTube is both the building block and core of Tatro’s rapidly growing career.
The job of a YouTube star is one that has driven creativity and personality straight to the top of the spotlight. It is a career which highlights the involvement of the content creators with their audiences. The involvement is far greater with their audiences than it is on any other outlet online. The audiences not only fall in love with who the YouTube stars are but also the potential for what they could become. The true American Dream is finally coming to fruition and it is seen through the path of a YouTuber. These content creators are able to put out videos in which they have great interest in and make a living off of it. More and more people are starting to begin their careers as YouTubers because of the freeness in terms of working on what they want to work on. Not only has YouTube enhanced the lives of everyday people but it has also opened opportunities for small and big businesses alike. These businesses have found that they can distribute content at no cost and make massive profits off it. Every person can benefit from being a YouTuber. The job itself and the freedom of expression that comes along with it perfectly describes our constantly growing progressive culture. More and more it is seen that YouTubers are coming up with new ways to create more content to not only propel their only lives but the lives of their audiences. The YouTube star has changed the meaning of celebrity and changed the culture to one that is participatory.
Cited Sources
Pang, Kevin. “My Father, the YouTube Star.” The New York Times. N.p., 27 July 2016, http://www.nytimes.com/2016/07/26/magazine/my-father-the-youtube-star.html?_r=1, Web. 11 Nov. 2016.
Bolton, Deirdre. “Want to Go Viral? Here’s How to Be a YouTube Star.” Alexander Street. Bloomberg, 2013. Web. 11 Nov. 2016.
Brown, Eric. “Why Disney Dropped Nearly $1 Billion On Maker Studios, A YouTube Channel.” http://www.ibtimes.com/why-disney-dropped-nearly-1-billion-maker-studios-youtube-channel-1572752 IB Times. N.p., 18 Apr. 2014. Web. 11 Nov. 2016.
Burgess, Jean, and Joshua Green. YouTube: Online Video and Participatory Culture. N.p.: Polity, 2009. Print.
Elliot, Bryan. “Why Youtube Star Jimmy Tatro Might Be the Next Mark Wahlberg.” The Huffington Post. N.p., 7 Nov. 2014. Web. 23 Nov. 2016.