Run Up Major Lazer ft Party Next Door & Nicki Minaj
4 February 2016, 14:03
Another day, another subtweet.
There's not a week that doesn't go by without someone dragging a YouTuber back through the dried up mud of 2015. This time... the criticism is coming from inside the community.
A couple of day ago, that well known internet legend 'tumblr user:anonymous' posed Savannah Brown, a YouTube Poet, a question that was just bound to cause a rumble in the Zalfie jungle. Here it is:
Oh my! But before Savannah could even justify her opinion about YouTube and celebrity cultures, the ENTIRE UK squad descended on to the Twittersphere with sassy sweary subtweets and direct comments (some of which have now been deleted... boooooo!)
2015 called. It wants people's misguided boring complaints about YouTuber books back.— Louise (@SprinkleofGlitr) February 2, 2016
.@TheHazelHayes Nothing we haven't all seen and yawned at for over a year now. Spite and jealousy.— Louise (@SprinkleofGlitr) February 2, 2016
Blowing out someone else's candle doesn't make yours shine any brighter— Zoë (@Zoella) February 2, 2016
Spread positivity— Alfie Deyes (@PointlessBlog) February 2, 2016
Let me tell you, I talked a LOT of shit about other creators. It solves nothing. Gave me no joy. Just made me look bitter and insecure.— Emma Blackery (@emmablackery) February 2, 2016
@SprinkleofGlitr nah m8 it'll be 2060 and with their dying breath they will be likE BUT YOUTUBE BOOKS— Evan Edinger (@EvanEdinger) February 2, 2016
Right, so now all the groundwork has been laid, it's time to ask the inevitable question:
Is this whole trend just jealousy or is there actually a problem in the community with authenticity issues?
As Savannah pointed out, YouTubers absolutely SHOULD maintain a certain level of transparency when it comes to their projects. Having built their fanbase up from their relatable personas, fans shouldn't be deceived when it comes to the products (been there done that with Zoe's ghostwriting issue...).
At the same time, in order to sell a brand - which is, essentially, what many YouTubers have become whether you like it or not - they need to adopt the practices of traditional media celebs to keep up with the demands, and if that means calling in help for their projects then there we go. It's a tough balance, but at this point in the game it shouldn't be a surprise to anyone.
Probably just time to get over it, right?