Times, they are a changin’, and nowhere else is this more evident than online. No, I’m not talking about streaming, for saying streaming is changing the game is so 2018. What I’m talking about is original content being created by people like you and me.
We’ve discussed the democratization of media on this site and on the podcast, so it should come as no surprise that I’m discussing it yet again, but something rather huge has just taken place on the tubes of you. A content creator by the name of Shane Dawson just created a video series, entitled The Beautiful World of Jeffree Star, that has garnered CBS-primetime-level viewership.
Let’s back up. For those of you who don’t know, Shane Dawson is a filmmaker, producer, and YouTuber. Notice I said filmmaker and producer first, for I feel that the title of YouTuber is seen as a negative in the eyes of older generations, and I’m
not here to take anything away from Mr. Dawson or his achievements. Dawson has been on YouTube for many years, arguably “growing up” on the platform before it became YouTube as we know it today. As a result, he has amassed quite a following—twenty two and a half million followers to be exact.
While Dawson may have risen to YouTube fame via
the production of cheeky skit videos some years ago, it is his new, more personal work that has caught my attention. I say this with all due respect, but Shane has emerged as a sort of Oprah-esqe figure on the platform.
Dawson’s latest series, a collaboration with beauty mogul Jeffree Star, is the culmination of everything his past work has been building to, as he follows in Star’s footsteps in an attempt to launch his very own line of cosmetics. While the title of the series may seem like a bio piece on Star, it really is Dawson’s journey that proves the most compelling, for, like the audience, the wild ride that is the life of Star is all new to Dawson. Part One of the series aired this past Tuesday, October 1st, with Part Two set to bow Friday, October 4th, with more episodes to follow.
So what does all this have to do with anything?
While the reach and power of social media and those we call influencers is undeniable, Dawson’s latest effort has managed to do something few—if any—independent, self-financed, self-created content has managed to do on a free, public platform . . . garner more viewers than many primetime network shows.
Ratings darling The Big Bang Theory wrapped this year, and its final episode was viewed by 18 million people in its time slot. 18 million people. Another stalwart (and advertising favorite) Monday Night Football routinely draws about 10 million viewers. Game of Thrones’ final episode drew 13 million eyeballs.
In truth, most shows on TV or otherwise fail to put up these sort of numbers routinely, many often doing half on their way to being unabashed “hits.” I’m shining a light on these three figures as examples of extreme cases of overwhelming success
according to traditional media because Shane Dawson’s latest series bested all but one of them with 15 million views (and counting).
Now, I don’t pretend to know what Dawson’s overhead costs are, but they can’t be as high as the cast and crew costs of The Big Bang Theory’s final season—hell, its final episode. Moreover, Dawson uses off-the-shelf equipment obtainable by anyone within reach of a Best Buy or a laptop with an Amazon account, which only adds (I think) to his content’s appeal. For as produced as it may be behind the scenes, it’s still undeniably real.
While many of you reading this may look at YouTube and those who create content on it as little more than children
making videos for children, I assure you it is not. It’s big business, and the more viewers Dawson and others like him rack up, the more folks like you and I will have no choice but to take note. While it may be chic among Baby Boomers to be Team Netflix over CBS, know that it’s an old trope. The future of entertainment is being shaped not by those who presided over the old guard only to repackage it as something new, but rather by a group of individuals like Dawson who said to hell with it all and did their own thing.
Andrew Robinson is a photographer and videographer by trade, working on commercial
and branding projects all over the US. He has served as a managing editor and
freelance journalist in the AV space for nearly 20 years, writing technical articles,
product reviews, and guest speaking on behalf of several notable brands at functions
around the world.