If you’re over 24, chances are you’re unaware of YouTube’s biggest names. And yet an industry of drama and gossip has millions gripped – and makes serious money, explains Elena Cresci
It was the Internet fight to end all Internet fights. Tati Westbrook vs James Charles; beauty YouTuber vs beauty YouTuber. Their spat was kick-started by a 44-minute video Tati posted in May after James supported a rival’s haircare supplement. In it, she disowned her former friend, accusing him of predatory behaviour towards straight men (accusations he denied) and of betraying her trust. James lost three million subscribers, despite a tearful apology video.
In short, it was a salacious saga – and with a barrage of tweets and reaction videos posted minute by minute, in certain corners of the Internet it felt like the news story of the year. But if you even heard about it, there’s a good chance your first thought was… who on earth are these people?
Welcome to the world of the YouTube megastars: A new yet hugely bankable generation of Internet celebrity. As the second-most popular social media platform after Facebook – and perhaps the one most driven by personality – YouTube has now become a breeding ground for influencers with massive followings.
LA-based Tati, 37 – aka GlamLifeGuru – has around 10 million subscribers for her relatable make-up tutorials. Many people credit her as paving the way for younger stars like James, 20, who lives in New York; she even mentored him when he started uploading his videos three years ago. Since then, he’s built an audience of 15 million subscribers, and brought Birmingham city centre to a standstill in January when 8,000 fans flocked to the Bullring to meet him.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Cultural Renaissance
With a vision to bridge Jaipur's artistic legacy and the global contemporary art world, HH Maharaja Sawai Padmanabh Singh and Noelle Kadar launch the Jaipur Centre for Art
LOVE, LOSS, AND LESSONS LEARNED
In conversation with Durjoy Datta, as he reflects on the emotional toll of writing intense stories, his journey as an author, and how his latest book revisits themes of love, second chances, and loss
All Eyes On THIS
Meet the newest standout brands on Grazia's beauty desk
Is Restocking Our Fridges A New Form Of Self-Care?
All the reasons why #restocking may not be as calming as it seems
SAVOUR THE TASTE OF SOUTHEAST ASIA
In the heart of our capital lies an extraordinary dining experience, unlike any other
ESCAPE THE ORDINARY
Luxury stays are now an essential part of our lives.
CHEFS ON THE LOOSE
Here's How Pop-Ups, Takeovers, and Workshops Are Heating Up the Indian Culinary Scene
NOT SO HIDDEN
What's making everyone wear acne patches, from transparent ones to colourful with bold designs, in public spaces?
RAISING THE BAR
With medi-facials on the rise, we're setting new benchmarks of our expectations from these treatments, and they're delivering
WHAT WORLD ARE WE LEAVING BEHIND FOR HER?
Despite stronger laws, crimes against women continue to rise in India. The International Day of the Girl Child is not one for celebration, but instead, one for igniting concern, awakening, and reformation
