How Content Houses Blew Up
Are viral content houses a new type of cult? At first glance, the similarities are eerie. Many of these groups feature one charismatic leader, members who cater to their every whim, and a large following of devoted fans. Instead of unfolding in a commune in the middle of nowhere, these dynamics take place right in front of our eyes via endless social media streams. While this content may be entertaining on the surface, there is something much darker lurking underneath. But like a terrible wreck, we just can’t look away. Here’s our Take on the real dark truths behind the internet’s most viral content houses, and what recent controversies say about the ringleaders at the forefront of these groups.
The Cult Leader At The Top
Despite what Jake Paul may think, the content house isn’t a new concept, with the first dating back to OurSecondLife in 2012. But, after the rise of Team 10 in 2016, these houses began to pop up more and more frequently; most notably The Hype House in 2019. And as the content house began to grow, it became less restricted to a physical house. Groups of creators defined by one figure at the head, like David Dobrik’s ‘Vlog Squad’ or MrBeast’s ‘Beast Gang’, erupted in size and popularity. What the two share is a central figure, someone who takes on the designated responsibility of leading a group’s content creation. Mostly men, these figures are charismatic, contain a large following of their own, and pull the strings behind the scenes. Known as the ringleader of YouTube’s ‘Vlog Squad’, David Dobrik shot to fame for his hijinks-filled daily vlogs featuring his close-knit crew of friends. But, a number of allegations against members of the vlog squad and a prank gone horribly wrong stripped Dobrik of his ‘golden-boy’ branding. Dobrik’s fall from grace raises significant questions about these content ‘leaders,’ and how their leadership can create an inherent hierarchy and even a dangerously cult-like power structure within the group.
Dobrik didn’t just lead the Vlog Squad, he controlled what pranks they did and how they were portrayed in videos. A running joke within the group was that David paid their bills, making even the most extreme ask something to consider. Ex-squad member Trisha Paytas spoke out about this dynamic saying “They all have David’s back because they’re all invested in him. Whatever it takes to help David helps us make money. That’s like their mantra.” As the vlogs grew in popularity, the chances of gaining a following from video appearances only increased, therefore creating an incentive to be featured, no matter the cost. Members were willing to be the butt of a joke or partake in a life-threatening stunt because of the exposure it granted them. David himself is rarely in the hot seat. Instead, he’s known to beg his friends to be vessels for his content, with little care of the emotional, or physical, effects it costs them. And like a cult leader, Dobrik keeps his followers in submission through an incentivized system that ensures he stays on top. These hierarchies can also extend to family dynamics as well, with vloggers like Brent Rivera placing his family members in moments of discomfort to garner views. The power may be unspoken, but it allows creators like Rivera to sexualize his family members for clickbait and more views. Even if it’s not always intentional, the figureheads of content groups inadvertently configure themselves as a main wielder of power, creating a foundation for those below them to not only kiss their feet but boost their subscriber count.
Darkness Behind The Camera
It often takes a village to pump out content at the frequency that many content houses do. And when this process is led by a single figure with an informal structure, as opposed to a production company with checks and balances, the room for mistreatment is high, and unfortunately not uncommon. The rise of Jake Paul points to the specific dangers of unchecked egos in content houses, and how these leaders can quickly transform into bullies. Paul’s time as the leader of the infamous content house Team 10 was riddled with controversy. With claims of racial bullying, emotional and mental abuse, and withholding business opportunities from fellow members, Paul used his power to subordinate others. When given an opportunity to apologize to the twins, Paul doubled down on his anger, instead painting them in the wrong for their ‘mishandling’ of the situation.
Other examples are less extreme but still show the problems inherent to this imbalanced power dynamic. With over 140 million subscribers, MrBeast, aka Jimmy Donaldson, is one of, if not the most popular creator on YouTube. Donaldson’s philanthropic nature and commitment to his content initially gave him a pristine reputation in the YouTube community. But, this image was altered after a 2021 New York Times article saw 11 former MrBeast employees report claims of a hostile work environment. Matt Turner, a former editor for MrBeast had also previously taken to YouTube to express his reasons for leaving the company, hinting at Donaldson’s darker off-camera personality. Editors for Donaldson often were uncredited for their work, and when speaking out about mistreatment faced severe harassment from an army of die-hard, and mostly young, MrBeast fans.
Even when met with controversy, the cult-like leaders of these content groups are near indestructible. Despite the claims against them, MrBeast continues to grow in popularity, and while Jake Paul seems to have ditched Team 10 for a boxing career, he’s still rolling in cash. Therefore, these figureheads can never truly collapse, due to the following they’ve built both amongst their creative groups and fanbases. Even when they fall, it’s not to their doom.
An Emotional Toll
On the surface, these creators seem to have it all. Living in huge mansions with their friends, rapidly gaining fame and money. But are most of these creators really happy? Reality shows like ‘Hype House’ and ‘The D’Amelio Show’ may intend to portray the flashy lifestyle of LA influencers, but actually paint a sad picture of the intense pressures of content creation. Instead of the non-stop drama typical of these series, ‘Hype House’ struggles to capture any substantial ammunition, with most time spent seeing these creators, house leader Thomas Petrou in particular, struggling to even enjoy their moments of fame. Feelings of depression, imposter syndrome, and unfulfillment hang heavy over what Netflix intended to be a flashy binge-watch. Despite providing a vessel for young viral stars to catalyze their growing fame, content houses often leave creators feeling lonely and uninspired.
The reality is, social media fame often has a harsh impact on the teenagers thrown into these situations. Hulu’s ‘The D’Amelio Show’ captures both Charli and Dixie having breakdowns about the various pressures they feel and the hate they receive. Social media has brought the common viewer into the inner circle of fame, shattering the illusion of the ‘perfect’ lifestyle. And while these creators certainly exist in a position of privilege, further insight into the true reality of their lives shows us that oftentimes, they’re kind of miserable.
Conclusion
The modern content house may be like that of a hedonistic cult, but that doesn’t mean its members are experiencing pure bliss. Often to the chagrin of their leaders, ‘lower tier’ creators are left burnt out and unmotivated, struggling under the intense pressure to perform. In the end, the line between friendship and coworker is blurred so drastically that it’s near impossible to know which smiles are genuine, and which are faked for the money.
SOURCES:
Dickson, EJ. “David Dobrik Was the King of YouTube. Then He Went Too Far.” Rolling Stone, 23 June 2021. https://www.rollingstone.com/culture/culture-features/david-dobrik-youtube-vlog-squad-profile-1185706/
Lorenz, Taylor. “Mr Beast, YouTube Star, Wants to Take Over the Business World.” The New York Times, 4, May 2021.
https://www.nytimes.com/2021/05/04/technology/mr-beast-youtube.html
Lorenz, Taylor. “Jake Paul Promised Them Fame. Was It Worth the Price?” The New York Times, 22, April 2021.