YouTube is a drama minefield and a drama gold mine. The viral and collaborative nature of the platforms lends itself to a defining battle format: YouTube diss tracks. Harking back to a rap battle, however with much more on-line interplay, YouTube diss tracks have been a formative a part of web historical past.
Web Fame & Feuds
In 2018, ex-friends and YouTubers Tana Mongeau and James Charles made a video discussing all of their scandals. The video carried out extraordinarily properly, amassing over 5 million views, and, just like the title suggests, Tana Mongeau and James Charles talk about their earlier scandals and the way their careers would doubtless be in a special trajectory had they not been concerned in such controversy.
Within the video, James Charles defiantly rejects the notion that content material creators and influencers are usually not well-known and don’t have any true affect. He definitively asserts that “the job that we now have is fame… it’s the identical job as a star within the sense that [influencers] have lots of followers and [influencers] make a good revenue.”
Influencers are actually the celebrities of Gen Z, and in 2022 the names of Addison Rae and Emma Chamberlain rack in additional consideration and engagement than film stars might. In essence, the job of influencers is fame, and with fame comes gossip.
Even nonetheless, gossip suggests one thing that each one influencers are very a lot conscious of: relevance. Names within the tabloids and information tales of drama between influencers being picked up by main articles spotlight the clout and attain of an influencer’s superstar. An previous trick to proceed the wave of relevance is by creating and sustaining feuds.
Learn extra about influencer influence in this text.
Feuds amongst celebrities are nothing new. We’ve seen it between Angelina Jolie and Jennifer Aniston, and Britney Spears and Christina Aguilera. Though the dialog doubtless introduced extra hurt than good to every superstar, it actually maintained their names on the forefront. Minimize to 2016 on YouTube: the golden period of fixed content material. YouTube was experiencing a plethora of latest creators and a model new area of interest of content material: diss tracks on YouTube.
Diss Tracks & the Pervasive Petulance of Drama
The period of diss tracks on YouTube is inextricably linked to on-line feuds and drama amongst YouTubers. Although fabrication performed its half, many YouTubers turned embroiled in actual beef with each other. They’d tweet aggressive tweets at one another on Twitter, and even make devoted vlogs and movies on their channels about each other.
Every YouTuber’s respective fandoms would assault each other on social media, and the end result was a collective increase of each of their presences on-line. Subsequently, many questioned the legitimacy of the feuds, and it was believed that a lot of the battle was merely a fabrication for publicity. Nevertheless, a lot of the drama was actual, in addition to its penalties for subsequent influencers.
Ricegum
It isn’t an exaggeration to declare Ricegum because the creator of YouTube diss tracks. Within the mid-2010s, Ricegum’s YouTube channel was one of many fastest-growing YouTube channels on the platform.
Ricegum, whose actual identify is Bryan Le, started his journey on YouTube with gaming movies and easy vlogs. Although his channel is at a standstill now, Ricegum nonetheless maintains over 10 million subscribers with over 2.1 billion views. His most up-to-date video, known as “My Ex-Girlfriend Known as Me… (We Picked up)”, obtained over 3 million views regardless of inconsistent uploads.
In his heyday, Ricegum was importing persistently and obtained over 1,000,000 views per video. Ricegum turned identified for his sequence of ‘These Youngsters Should Be Stopped’ and ‘Roasting…’ .
Within the video sequence, “These Youngsters Should Be Stopped”, Ricegum would watch and talk about clips of movies from musical.ly. At instances, the clips would characteristic musical.ly stars Jacob Sartorius or Child Ariel. Ultimately, it advanced into Ricegum creating devoted movies to roast the children individually.
Different instances, Ricegum would merely make devoted movies and roast web personalities. One in all his hottest diss tracks has over 15 million views. The movies garnered Ricegum an enormous following, and his fanbase was largely comprised of kids within the lifetime of a YouTuber gaining fame off of diss tracks. Ricegum was a longtime YouTuber in his personal proper, and his presence on YouTube was simply starting.
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Crew 10 & Clout Gang: The Lengths for Fame
In 2017 Alissa Violet posted her long-awaited video titled, “What you’ve been ready for” onto her YouTube channel for all her 3.6 million subscribers to see. The end result was a view depend of over 25 million, and it’s her hottest video thus far.
Within the vlog, Alissa particulars her drama with Crew 10 chief Jake Paul and descriptions everything of their friendship to relationship to their eventual falling out. She then reveals she has been collaborating with fellow YouTuber Ricegum to make a tune as a counter to Jake Paul’s tune and music video, “Jake Paul – It’s On a regular basis Bro (Track) feat. Crew 10 (Official Music Video)”.
Jake Paul, a earlier each day vlogger on YouTube now turned boxer, was continuously concerned in drama in 2017. He launched his tune “It’s On a regular basis Bro” together with his group of YouTube buddies, Crew 10. The music video was launched in 2017, and it garnered practically 300 million views. The tune was believed to be a diss monitor aimed toward Alissa Violet who was not too long ago ousted by the group, following the tendencies of diss tracks on YouTube throughout this era.
Ricegum and Alissa Violet collaborated later that 12 months with a response tune and music video. The music video was uploaded onto Ricegum’s channel, receiving over 197 million views.
The general public opinion was cut up between the 2 sides, however one factor was clear: individuals couldn’t get sufficient of the drama. All three influencers: Jake Paul, Alissa Violet, and Ricegum had formally participated within the pattern of YouTube diss tracks, and their social blade was enhancing in consequence.
Alissa Violet finally went on to develop an influencer and YouTube group of her personal known as Clout Gang that included Sommer Ray, Faze Banks, Ricegum, and different influencers, successfully rivaling Jake Paul’s Crew 10.
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Penalties
The diss tracks between the teams died down, nonetheless, it positively marked an period on YouTube that was utterly engrossed by drama. The audiences merely couldn’t get sufficient of the backwards and forwards between the 2 sides. The period of diss tracks and drama on YouTube demonstrates the fraught relationship that helps influencers construct their careers and the resentment that brews. It additionally demonstrates how audiences can grow to be so engaged in drama. Everybody loves a superb present, regardless of how messy it could be.
