A week ago, beauty vlogger James Charles attended the Met Gala on behalf of YouTube and traveled to Australia to meet thousands of fans. This week, he has become the latest YouTube villain, losing subscribers at a record pace, all due to a 43-minute deletion video from one of YouTube's original beauty gurus.
The drama is a perfect example of how the dynamics of power in the YouTube world work. Since the extensive video was released on Friday, Charles has lost more than 2.7 million subscribers and has been rejected by prominent vloggers. Meanwhile, the creator of the dismantling video, Tati Westbrook, has won about 3.5 million subscribers.
Westbrook has researched makeup and beauty for almost nine years. Not only is she seen as one of the most outstanding creators working in space today, but she is also a fairy godmother to aspiring beauty vloggers. Charles, one of the most famous beauty vloggers working today, with millions of video visits and a recent collaboration with the Kardashian family, is one of those artists that Tati bet on. Now, after being friends and intimate partners for some years, Tati has announced that she no longer wants to "be friends" with him.
"I do not want to associate with you, and I have to say that, very publicly so that this chapter can be closed," Westbrook said.
Her video, titled "Bye Sister," called Charles for the behavior she disapproved of. Westbrook disagreed with her use of Snapchat to promote a wellness brand that is considered a direct competitor of her own company, and she said she was acting "aggressively" sexually with other men.
The testimony resulted in Charles losing more than 2 million subscribers in less than 48 hours. The hashtags " JamesCharlesIsOverParty " and " JamesCharlesIsCancelled " spread around the world on Twitter.
Westbrook's video, which has more than 35 million views at the time of writing, also triggered immediate action within the YouTube community. Influential YouTubers like Emma Chamberlain, Dolan Twins, Elijah Daniel, Tana Mongeau, Shane Dawson and billionaire beauty entrepreneur Jeffree Star have commented on the situation or distanced themselves from Charles.
A day later, Charles apologized in an eight. Minute video called "tati", which says he was responsible for the consequences. "I'm so disappointed in myself that I ruined a relationship that meant a lot to me, even if I did not do the best job of showing it all the time," said Charles. "What stinks the most is that there is nothing I can say or do to win back that friendship or trust."
Differences between friends become more than a dispute when it comes to YouTube creators, since relationships often end up as content Being armed with the best video about the situation and getting to it first, may be the difference between becoming the new villain or YouTube hero.
Een, the host of Nerd City, one of YouTube's most popular comment channels, told The Verge that this situation is an "impressive display of power is changing." Charles had survived multiple controversies in the past, including the racist comments of tweets years ago. here was with whom Charles quarreled.
Westbrook's decision to post a 42-minute video on YouTube, assuring everyone in the industry, and, most importantly, his fans and fans of Charles, they saw it, it was done for a reason, Westbrook said he felt justified in making it public because Charles had been talking on drama channels, but it was also designed to have a real impact.
Fight with No other YouTube creator gives viewers the opportunity to get involved and choose a side. That is especially true when the situation seems to have an obvious victim and aggressor. The drama between friends can become a worldwide campaign for millions of strangers to be a queen and cancel the culprit. This happens frequently on YouTube, but it is especially true in the beauty scene. " Makeup channels are like soap operas on steroids," said Een.
This is not a rare occurrence within the YouTube community. It has happened before, and it will happen again. For example, a couple of prominent beauty vloggers last year lost hundreds of thousands of followers after a series of fights were made public. Like the situation of Charles and Westbrook, the enlarged YouTube community and its millions of followers got involved by posting on Twitter, Instagram and, of course, reacting on YouTube.
The drama attracts attention and the creators know it. In 2017, Jake and Logan Paul accumulated hundreds of millions of music video views on Diss tracks about other YouTube users they were fighting with at the time. It also leads to more interaction, which can create more dedicated viewers. In TikTok, there are now countless videos that show the young spectators throwing eyeshadow palettes that they bought from Charles.
While the numbers are absolutely in Westbrook's favor, Charles is not without his defenders. Felix "PewDiePie" Kjellberg, a controversial creator in his own right who has faced multiple incidents in the past by the use of racist language and anti-Semitic images, criticized the way Charles is being treated. Kjellberg said that although he could not defend Charles's actions, this kind of behavior from other YouTube creators should be considered unacceptable.
"For a" maternal figure "to completely drag this child … no one has a problem with that," Kjellberg asked in his video. "Nobody has a problem with this, about something that could be solved in private, I have had many YouTubers being unfair to me publicly that they have been humiliating, but either we talked in private or we stopped being friends with them. video dragging someone instead of talking to him. "
The drama is certainly a big setback for Charles, but it is unlikely he will finish his career, says Een. The YouTuber controversies occur all the time and the attention span is short.
"Since when, these guys need to be absolutely clean anyway," Een said. "He will throw at the fans who wanted him to be a humble love, and then he would get well."