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Product Description
Two billion people now watch YouTube, yet its stars are a mystery to the general public and 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 laid bare the reality of their lives for this, the first in-depth independent book on YouTube. It charts the platform's rise from single home video to global boom – while getting the facts on brand deals, burnout and authenticity.
This is an ideal guide for anyone in universities, media or marketing who needs to understand YouTube professionally, and of course those who want to make it as a YouTuber.
Table of Contents
PART I
POWER AND BEGINNINGS
1. Uploading: Casey Neistat and the power of YouTube
2. Jake Paul: cars, money, and a burning swimming pool
3. Me At the Zoo: Jawed Karim and the worst video of all time
4. Viral comedy: YouTube laughs all the way to the bank
5. Grace Helbig and the first stars of vlogging
6. From Russia to Latin America: YouTube goes global
PART II
ENGINE ROOM: HOW YOUTUBE WORKS
7. The Algorithm: YouTube’s secret formula
8. Policing YouTube: extremism and the Adpocalypse
9. Sponsored content: the tale of Dodie Clark and Heinz beans
PART III
CHARTING THE STARS
10. Know your YouTube: elite, macro-influencer and micro-influencer
11. Elite influencers: fighting their way to the top
12. Child stars: meet MattyB, who gets two million views a day
13. Macro-influencers: beauty, crime and DIY
14. Micro-influencers: speaking to a devoted audience
PART IV
BEHIND THE SCENES: SNAPSHOTS
15. Summer in the City: a gathering of the influencers
16. Collaboration: Sapphire builds a career
17. Management: Sarah Weichel, star agent
18. Training camp: with the 11-year-old YouTubers
19. YouTube school: with the adult entrepreneurs
PART V
CAUGHT IN THE MACHINE
20. Pranks for views: why Monalisa Perez shot her boyfriend
21. Authenticity: the fourth wall for YouTubers
22. Burnout: slaves to the algorithm
23. Fanatical fans: obsessive relationships
PART VI
THE BATTLE FOR CONTROL
24. YouTubers found a union
25. Patreon: seeking independent support
26. Merchandise: from books to pop sockets
PART VII
THE FUTURE: YOUTUBE v TV
27. Invasion of the Hollywood stars
28. Is YouTube killing traditional TV?
29. Online video war: YouTube v Facebook
PART VIII
CONCLUSION
30. A flawed winner
Glossary
Acknowledgements
Notes
Index
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