YouTubers
Canbury (Verlag)
978-1-912454-22-8 (ISBN)
‘Both absorbing and highly illuminating’ – THE BOOKSELLER
‘No one understands the intricacies of YouTube like Chris Stokel-Walker’ – THE ATLANTIC
Two billion people watch YouTube and it reaches deep into everyday lives.
Its creators start new trends, popularise new songs and games and make and break new products. Yet while they are famous to billions of mostly young people, they mostly remain a mystery to the general public and mainstream media. What is the secret of their appeal? How do they cope with being in front of the lens – and who is behind their success?
More than 100 insiders spoke candidly to teach journalist Chris Stokel-Walker for this first in-depth independent book on YouTube. YouTubers is the only book you need to understand YouTube, its ownership by Google, its deal for stars and its ecosystem of talent managers, advertisers and marketers.
It is a richly-layered deep dive into YouTube brimming with lively characters, engaging facts, and influencer case studies. It is an ideal guide for any media studies students, advertisers, brand managers and business people who need to understand YouTube professionally. And for any non-fiction reader interested in a gripping business and technology saga dripping with big money, ruthlessness, determination and ambition.
YouTubers starts by charting the platform's launch in a boring 19-second video of the elephant enclosure at San Diego Zoo – which has now had 242 million views. YouTubers then moves onto the first oddball videos before the site found success by showing comedy clips from the TV show Saturday Night Live.
YouTubers reveals how YouTube saw off its emerging rivals in the online video battle of the 2000s and was bought by the search engine specialist Google. With Google's billions and boosted by smartphones, YouTube became the dominant video platform.
Bloggers started to create engaging, fast-cut videos that capitalised on the intimate relationship between creator and user – a 'parasocial' relationship stronger than the bond between TV presenter and viewer. By ceaselessly urging their followers to tap the like, comment and subscribe buttons, these creators helped YouTube's rise to global domination.
YouTubers speaks to YouTube stars KSI, Hank and John Green and delves into the lives of child star MattyB, the training camp for aspiring teenage bloggers, the YouTube stunts that go wrong and the increasing efforts of creators to earn money from Patreon. And it tackles the platform's Muslim extremism, red-pilling, and its content guidelines and censorship.
YouTubers asks how YouTube can take on the threat from other big platforms such as Instagram and Facebook.
In short, YouTubers tells the riveting story of the exponential growth of YouTube from single home video to global tech phenomenon. It is the only book you need on YouTube.
Extract
Introduction
One spring afternoon Casey Neistat uploaded a video lasting five minutes and twenty-two seconds to YouTube. In the style of so many YouTubers, he looked straight into the camera and aired his opinion on a matter of importance. As the elder statesman on the platform, Neistat’s words carry weight. He can make or break products and careers — and this video was no different. Seconds after he uploaded his video to YouTube via his superfast broadband at his creative headquarters in New York, it was available worldwide to four billion people: everyone on Earth with an internet connection. Millions of Neistat’s subscribers instantly received a notification telling them that one of YouTube’s most influential stars was again speaking directly to them.
Across the world in apartment blocks, restaurants, bedrooms and bathrooms, phones pinged, buzzed and beeped. Hundreds of thousands of people instantly watched what Neistat had to say. Wearing dark glasses, his hair streaked blond, Neistat vented his frustration at the way the media was second-guessing the motivations of YouTubers...
Buy the book to carry one reading
Chris Stokel-Walker is a British journalist whose work regularly appears in WIRED, The Economist and Newsweek. He is known for breaking major news about social media and often reports on YouTube and TikTok for television, radio and podcasts. For YouTubers he travelled around the world, speaking to behind-the-camera producers and powerbrokers, including creators KSI, Hank and John Green and Emma Blackery. His follow-up book is TikTok Boom, also published by Canbury Press.
PART I. POWER AND BEGINNINGS
1. UPLOADING: CASEY NEISTAT AND THE POWER OF YOUTUBE. Introducing the power and reach of YouTube, now owned by Google, by focussing on the single post uploaded by a YouTube veteran. Mentions YouTube registered users, YouTube extraordinary growth, Netflix, Facebook, television, American cable network HBO
2. JAKE PAUL: CARS, MONEY, AND A BURNING SWIMMING POOL. A character portrait of a leading YouTuber – the brother of Logan Paul and resident of a mansion with a pool in Los Angeles. Mentions Tesla, Lamborghini, merchandise shop, Ohio, Beverly Grove, California, YouTube persona, Audemars Piguet Swiss watches
3. ME AT THE ZOO: JAWED KARIM AND THE WORST VIDEO OF ALL TIME. The launch of YouTube, featuring the video Me At The Zoo shot by co-founder Jawed Karim, who joined forces with Steven Chen and Chad Hurley, backed with investment from Sequoia Capital. Mentions Ask Jeeves, Altavista, Google
4. VIRAL COMEDY: YOUTUBE LAUGHS ALL THE WAY TO THE BANK. YouTube's big breakthrough comes when comedy clips from TV shows such as Saturday Night Live go viral. Mentions Lazy Sunday, NBCUniversal, Jorma Taccone, copyright infringement, Grouper, Viacom, lonelygirl15, Michael Buckley, WhatTheBuck?
5. GRACE HELBIG AND THE FIRST STARS OF VLOGGING. How the first creators exploded in popularity, looking at case studies such as Grace Helbig and Michael Buckley. Mentions multi-channel networks, YouTube salary, VidCon, Vlogbrothers, Philip DeFranco, YouTube managers, MCN, YouTube secrets, YouTubers
6. FROM RUSSIA TO LATIN AMERICA: YOUTUBE GOES GLOBAL. Charting how YouTubers gained fame across the world, featuring the biggest Spanish-language YouTube channel Enchufe.tv, the Brazilian music video star Kondzilla and the Russian game player FROST. Mentions Martin Dominguez, Ecuador, El Rubius, Paladin
PART II. ENGINE ROOM: HOW YOUTUBE WORKS
7. THE ALGORITHM: YOUTUBE’S SECRET FORMULA. Explaining the secret computer code that matches YouTubers to viewers and determines who will become a star. Mentions PewDiePie, Google Brain, artificial intelligence, VideoDays, Jim McFadden, YouTube Kids, Little Monster Media Co, Charlieissocoollike
8. POLICING YOUTUBE: EXTREMISM AND THE ADPOCALYPSE. How conspiracy theorists got away with bogus claims in online videos before Google belatedly started cutting ad revenue from extremists and hoaxers. Mentions David Zublick, QAnon, UFO, Flat Earth, red pill, Alex Jones, Islamic extremism, 9/11 theory
9. SPONSORED CONTENT: THE TALE OF DODIE CLARK AND HEINZ BEANS. How the LGBTQ+ Pride star came to be paid by a grocery brand for advertising its product in a YouTube video. Mentions bisexual, mid-roll ads, pre-roll ads, Fabian Göbel, Carat Global, Beckii Flint, Kwebbelkop, adpocalypse, I Hart Food
PART III. CHARTING THE STARS
10. KNOW YOUR YOUTUBE: ELITE, MACRO-INFLUENCER AND MICRO-INFLUENCER. Marketing agencies have understood and categorised the differing power of YouTubers. Jake Paul, Casey Neistat, influencers, MediaKix, YouTube video views, subscribers, nano-influencer, creators, brand deals, celebrity, terminology
11. ELITE INFLUENCERS: FIGHTING THEIR WAY TO THE TOP. Introducing a new way for YouTube stars to earn money: pay TV events such as at the boxing match between KSI and Logan Paul. Mentions Copper Box Arena, Upload Events, Olajide William Olatunji, Caspar Lee, Joe Weller, Jake Paul, PewDiePie, Zoella
12. CHILD STARS: MEET MATTYB, WHO GETS TWO MILLION VIEWS A DAY. By the time he was 11 American Matthew David Morris had racked up one billion views, the latest in a line of very young YouTubers. Mentions Justin Bieber, Ben Hampton, Troye Sivan, Dua Lipa, Mister Max, Miss Katy, Jacob Sartorius, funniflix
13. MACRO-INFLUENCERS: BEAUTY, CRIME AND DIY. The British YouTuber Eleanor Neale shows how going through 'beauty hauls' of new purchases attracts viewers and sponsorship. Mentions YouTube fanbase, Social Circle, Lucy Moon, Chez Rossi, Ultimate Handyman, Jawed Karim, Justin Bieber, Granny Potty Mouth
14. MICRO-INFLUENCERS: SPEAKING TO A DEVOTED AUDIENCE. Muslim modesty vlogger Eniyah Rana makes a full-time living by serving up videos to a devoted audience. Mentions Asian housewife, hijab, Snapchat followers, Instagram, Bengali, haram, YouTube entrepreneur, Rincey Abraham, Booktube
PART IV. BEHIND THE SCENES: SNAPSHOTS
15. SUMMER IN THE CITY: A GATHERING OF THE INFLUENCERS. With the stars and fans: behind the scenes at the biggest UK event for online video. Mentions London Docklands, Creator Day, YouTubers, content networks, Zoella, Alfie Deyes, VidCon, HelloWorld!, Thomas ‘TomSka’ Ridgewell, Dodie Clark, Taha Khan
16. COLLABORATION: SAPPHIRE BUILDS A CAREER. The 16-year-old YouTube star has already played Wembley twice. She is now looking to collaborate with other creators to increase her appeal further. Mentions VideoDays, Camp Rock, Nick Upshall, uploading videos, Summer in the City, Zoella, famous YouTubers
17. MANAGEMENT: SARAH WEICHEL, STAR AGENT. She represents some of the world’s biggest YouTubers such as Lilly Singh, nickname IISuperwomanII. Mentions PewDiePie, Carson Daly, Zoe Sugg, Alfie Deyes, A to Z Creatives, @Zoella, KSI, Anthony Padilla, Patrick Starrr, VidCon, Hannah Hart, My Drunk Kitchen
18. TRAINING CAMP: WITH THE 11-YEAR-OLD YOUTUBERS. In a villa 20 miles from Madrid, scores of teenage YouTubers are in bikinis and swimming shorts, excitedly chattering over the sound of summer pop hits and Disney songs. Mentions Bastian Manintveld, professional YouTuber, YouTube channels, Maker Studios
19. YOUTUBE SCHOOL: WITH THE ADULT ENTREPRENEURS. How chief executives, advertisers and marketers learn to post videos to attract business. Mentions Brighton, Vlog on the Beach, Caspar Lee, YouTubing basics, Mi Elfverson, Amazon statistics, traditional broadcast media, celebrity vlogger, creator
PART V. CAUGHT IN THE MACHINE
20. PRANKS FOR VIEWS: WHY MONALISA PEREZ SHOT HER BOYFRIEND. The dangerous, sometimes fatal risks creators take to get hit videos. Mentions Pedro Ruiz III, LaMonaLisa, Dammit Boy, Halstad, Curtis Combs, Trikkstar, Laci Green, Sam Pepper, Tyler Oakley, Vlogbrothers, DaddyOFive, TGFBro, Crazy Sumit
21. AUTHENTICITY: THE FOURTH WALL FOR YOUTUBERS. How speaking directly to the camera builds intimacy between presenter and viewer. Mentions lonelygirl15, Bree Avery, Creative Artists Agency, Los Angeles Times, Tyler Oakley, Charlie McDonnell, Facebook, KhanStopMe, Lucy Moon, social media, 2btube
22. BURNOUT: SLAVES TO THE ALGORITHM. Showing how posting online videos can become an exhausting round-the-clock job for workaholic creators, at a cost to their mental and physical health. Mentions YouTube homepage, OlgaKay, Olga Karavayeva, lonelygirl15, Lisa Donovan, popular YouTuber, iMovie, view count
23. FANATICAL FANS: OBSESSIVE RELATIONSHIPS. Singer Christine Grime was shot dead by a YouTube follower in Orlando, Florida. Mentions meet-and-greet, favourite YouTuber, Internet fame, James Charles, Logan Paul, Tom Burns, Zoella, Alfie Deyes, parasocial relationship, Tahj Deondre Speight, VidCon
PART VI. THE BATTLE FOR CONTROL
24. YOUTUBERS FOUND A UNION. Fed up with low earnings from YouTube's advertising revenues or from Multi Channel Networks (MCNs), YouTube influencers strike back. Mentions Grace Helbig, MyDamnChannel, DailyGrace, amateur vlogging, Rhett and Link, Rhett McLaughlin, Hank Green, Internet Creators Guild
25. PATREON: SEEKING INDEPENDENT SUPPORT. Creators discover they can generate income direct from fans and, more particularly, superfans. Mentions Laura Chernikoff, Internet Creators Guild, YouTube AdSense, Pomplamoose, Sean Palmer, Little Monster Media Co, Matt Gielen, secret algorithm, Phil DeFranco
26. MERCHANDISE: FROM BOOKS TO POP SOCKETS. YouTubers capitalise on another source of income - by storming the bookseller bestseller charts. Mentions Zoella, Penguin Books, Girl Online, New York Times bestseller for young adults, Pointless Books, Keri Smith Wreck This Journal, Cordially Invited
PART VII. THE FUTURE: YOUTUBE V TV
27. THE FUTURE: YOUTUBE v TV. YouTube makes it big - big enough to attract Hollywood stars like Will Smith. Mentions James Corden, Jack Whitehall, YouTube Rewind, Kate Stanford, Kevin Hart, Jake Paul, KSI, Dwayne ‘The Rock’ Johnson, Ryan Reynolds, Ellen DeGeneres, Carpool Karaoke, Netflix
28. INVASION OF THE HOLLYWOOD STARS. The likes of Will Smith launch their own YouTube channels. Mentions James Corden, Jack Whitehall, Kevin Hart, YouTube Rewind, Tyler ‘Ninja’ Blevins, Jake Paul, KSI, Ryan Reynolds, Dwayne ‘The Rock’ Johnson, Ellen DeGeneres, Jennifer Lawrence, Wiz Khalifa
29. IS YOUTUBE KILLING TRADITIONAL TV? The shift from terrestrial linear television to on-demand online viewing. Mentions Derek Holder, Little Baby Bum, animated educational videos, El Bebe Productions, CBeebies, Twinkle Twinkle Little Star, Google, L’Oréal, Wheels On The Bus, Justin Bieber,YouTube Kids
30. ONLINE VIDEO WAR: YOUTUBE v FACEBOOK. As it becomes more popular, rival online platforms vie to control internet viewing. Mentions Mark Zuckerberg, Goubran ‘Goubtube’ Bahou, Jahannah James, viral video skits, Major League Baseball, Facebook Watch, BuzzFeed, TikTok, creator cash, Instagram Stories
PART VIII. CONCLUSION
31. A FLAWED WINNER. Mentions Summer in the City, VidCon, YouTubers, peer-to-peer TV, adpocalypse, Elsagate, extremism, YouTube brand deal, conspiracy theories, YouTube stunts, Alice Marwick, James Bridle, TikTok, Amazon, Facebook, Spotify, Kevin Allocca, MeTube, UsTube, YouTube personality,YouTube book
GLOSSARY. Explains terms used in this YouTube book such as algorithm, authenticity, creator, Facebook, haul, influencer, merch, parasocial relationships, Patreon, stanning, streamer, subscriber, TikTok, unboxing, Vine, vlogger, YouTuber
ACKNOWLEDGEMENTS. Mentions Laura Chernikoff, Anthony D’Angelo, Matt Gielen, Zoë Glatt, Harry Hugo, Internet Creators Guild, Wired UK, New Scientist, Bloomberg, Oli Franklin-Wallis, Tom Rowley, Angelika Strohmayer, Bastian Manintveld
NOTES. Full references for the book, such as: 1. Means a Life of Poverty, Casey Neistat, YouTube, accessible at https://www.youtube.com/watch?v=xyVdZrL3Sbo 2. 2. four billion people: everyone on Earth with an internet connection: Internet World Stats, at https://www.internetworldstats.com/stats.htm
INDEX. A full index of mentions within the book, listing media sources, YouTube stars, technology companies etc
| Erscheinungsdatum | 02.08.2021 |
|---|---|
| Zusatzinfo | Bibliography; Glossary |
| Sprache | englisch |
| Maße | 129 x 198 mm |
| Gewicht | 280 g |
| Themenwelt | Literatur ► Biografien / Erfahrungsberichte |
| Kunst / Musik / Theater | |
| Sozialwissenschaften ► Kommunikation / Medien ► Journalistik | |
| Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft | |
| Wirtschaft | |
| ISBN-10 | 1-912454-22-X / 191245422X |
| ISBN-13 | 978-1-912454-22-8 / 9781912454228 |
| Zustand | Neuware |
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