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.
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