STACK #184 Feb 2020

LIFE TECH FEATURE

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Do you want to join theYouTube fam? If you’re all set up (see our guide on pages 32-33) with no place to go (read: no idea what to film), why not ponder on some of the most successful YouTubers’ approaches to get a feel for what works? Here are four of the most crowd-pleasing independentYouTube personalities across the most popular genres, and how they expanded their skills into fruitful careers. Words Zoë Radas

PewDiePie games/comedy

JennaMarbles lifestyle/comedy

Primitive Technology survival/ENVIRONMENTAL

NikkieTutorials beauty Can’t vlog about beauty because you don’t have the wizzbangflash power of the Jenners? Neither did Nikkie de Jager a decade ago, as the then-14-year-old’s poorly-lit and scrappily-edited videos will attest. What she did have was tenacity, and a hell of a lot of confidence: consider the fact Nikkie only recently came out as trans after someone threatened to leak the info to the press, which means she transitioned over the course of her YouTube career. Now the Dutch 25-year- old has 12.5 million subscribers and has filmed make-up tutorials with Kim Kardashian West, Drew Barrymore, Lady Gaga, and Jessie J.She’s never been afraid to reveal her own flaws – and relatability is key to YouTube success. Other top beauty vloggers: Jeffree Star JamesTaylor

The undisputed chieftain of solo YouTubers is 30-year-old Swedish vlogger Felix Kjellberg, known to his 102 million subscribers as PewDiePie (“PYOO-dee-pie”). Loved for his silly demeanour and lo-fi graphics, Kjellberg began his YouTube career with a gaming focus, but he’s since branched out into all manner of stuff: meme reviews, pop culture commentary, lifestyle videos… the lot, with a cherry on top. He now boasts several lucrative partnerships within the hardware and software arenas, and is estimated to be worth $30 million USD. Despite racial and religious controversies, PewDiePie remains the most popular YouTuber of all time. Other funny game vloggers: Ninja JonTronShow

From her first viral video (2010’s How To Trick People Into Thinking You’re Good Looking) to her mental make-up videos (Giving Myself A Tape Face Lift), to her regular dog updates (I Filmed My Dog Whenever He Cried Or Was Nasty For 24 Hours), Jenna Mourney’s self-deprecating style of comedy has endeared her to viewers seeking a break from your regular flex culture. She’s the first YouTube star to have a wax figure at Madame Tussauds in New York, has released a line of dog toys, is a regular panel participant/speaker at international social media and start-up conferences, and runs a (filmed) podcast with her long-time boyfriend and fellow YouTuber Julien Solomita. Other smart and/or funny lifestyle vloggers:

Videos up to 15 minutes long, featuring one dude who never says a word, and containing only hushed, ambient sound? Who’s watching that? 10 million rabid subscribers, it would seem. Primitive Technology’s star is the camera-shy John Plant, who has turned his hobby of creating huts, tools, pottery and more – using only materials he gathers from the far north Queensland bushland – into majorly satisfying content. Unrushed and methodical, Plant’s videos follow a loose monthly upload schedule that seems to defy the accepted ‘relevancy’ requirements of YouTube stardom (JennaMarbles uploads weekly, and PewDiePie daily). Other neat science-y creators: Vsauce SmarterEveryDay

CaseyNeistat David Dobrik

Ozzy Man Reviews (reviews/interviews/comedy) – 3.7 million subscribers Oozing with bogan charm, Perth dude Ethan Marrell – AKA Ozzy Man – gives his take on all kinds of things (gender reveal parties, gym fails, pandas) as well as interviewing some big names in film. How To Cook That (cooking) – 3.8 million subscribers A former dietician and food scientist, Ann Reardon joined YouTube in 2011. Focusing on cakes, chocolate, and other sweet treats, HowTo Cook That pairs Reardon's sunny personality with delectable dishes and cute lifestyle content. The Rybka Twins (lifestyle/fitness) – 6.3 million subscribers Twin sisters Sam and Teagan are gymnasts, acrobats, dancers, and most importantly, just a coupla sprightly chicks from Perth who like taking fitness challenges to the next level.

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