Chris Stokel-Walker

YouTubers

How YouTube Shook Up TV and Created a New Generation of Stars

• Broschiertes Buch

Produktbeschreibung

‘Essential reading.’ – ESQUIRE ‘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 tech 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.

Produktdetails

• Verlag: Canbury Press
• Seitenzahl: 352
• Erscheinungstermin: 16. Juli 2021
• Englisch
• Abmessung: 196mm x 131mm x 25mm
• Gewicht: 230g
• ISBN-13: 9781912454228
• ISBN-10: 191245422X
• Artikelnr.: 57705740

Autorenporträt

Chris Stokel-Walker is a British journalist whose work regularly appears in WIRED, The Economist and Newsweek.  

Inhaltsangabe

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

Rezensionen

No one understands the intricacies of YouTube like Chris Stokel-Walker. His reporting on the platform and its creators has been ground breaking and unparalleled. - Taylor Lorenz, The Atlantic For anyone trying to understand the bonkers world of YouTube, this is essential reading. Full of entertaining dispatches from the front line of streaming, Stokel-Walker has written the preeminent guide to the new celebrity world - and what it means for the rest of us. - Sam Parker, Esquire Brilliant, witty and extraordinary... This is a must-read book for anyone who wants to truly understand the future of media, as well as the internet itself. - Hussein Kesvani, MEL Magazine If you want to understand the inner workings of your favourite YouTube influencers, or perhaps if you want to understand why your children are always talking about them, you should read this book. It is smart, sweeping, and significant. - Simon Clark, YouTube Both riveting and deeply analytical. Read it - but prepare to be shocked by how little you know about YouTube.' – Jamie Bartlett, Demos Have you heard of Hannah Hart, KSI, or Jake Paul? If you have, you're probably under 25. If you haven't, and you're not eager to spend thousands of hours following links on YouTube (and are trained to prefer the polish of TV and film), Chris Stokel-Walker is here to explain it all for you. - Wendy M Grossman, ZDNet UK