One of the small corners of YouTube not dominated by cat videos belongs to the downright oddest and most dismaying cultural oddities of the 21st century: the YouTube boy-celebrity. They aren’t real celebrities; you’ve never heard of them, the entirety of their careers to date has begun, escalated, and flourished without touching your life in any way. But in their insular world, their experience mimics actual celebrity to an uncanny degree: these YouTube boy-celebrities have publicists, social media managers, endorsement deals, and copyrighted brands. They have flunkies whom they feel free to humiliate, overwork, and confront with screamed demands. They pack tens of thousands of hysterical fans into auditoriums for live events like VidCon and Summer in the City. They know how to hold microphones onstage in Dean Martin-old pro styles; they’re visibly terrified during manager-mandated mingles with their audiences; quite a few have been embroiled in sex scandals; they have, almost to an individual, at some point in the last four years yelled the stereotypical celebrity line, “Do you know who I am?”
We don’t know who they are, and their brand optimization management teams aren’t happy about that fact. The central problem with the kind of cross-branding those management teams yearn for derives from the typical YouTube boy-celebrity origin story: a cute, epicene young thing buys a bargain digital camera, sets it up in his bedroom, and proceeds to vamp for attention. They did nothing else but vamp; unlike all previous incarnations of the teen-boy heartthrob crush, these boys were offering only themselves, only these four-minute windows into their bedrooms. David Cassidy and his brother Shaun had to at least make a token effort to sing and act; likewise the Backstreet Boys or *NSYNC, who had serious professional dance coaches to learn those intricate floor shows. Even Justin Bieber (discovered on YouTube) made a pretense of having — or wanting to have — musical talent. Not so the YouTube boy-celebrity: with him, all pretense of purpose is stripped away, leaving only the hair, the eyes, the lips … what you see is quite literally the extent of what you get.
More… “Boy Toys”