For anyone not born in the 1990s or 2000s the growing magnitude of the impact that digital video and its myriad stars are having on popular culture and the economy may often go unnoticed. By now we’ve had the opportunity to read plenty of articles about YouTube celebrities and Vine stars – fascinating pieces that for all their depth and research are perhaps a little too arch too skeptical about their subjects—out of haughtiness wishful thinking naïvety who knows. I myself have been one of those raised-eyebrow types—even though I’ve been paying pretty close attention, I’ve been a bit smug – an air of dismissiveness animating everything I’ve written about these personalities and their business.
Well, no longer. I have been to the high temple of digital video and I have seen its awesome – occasionally terrifying might. The revolution is not coming. It’s here.