(Image via nextpit.com)

Business Manager: Brendan Flaherty

Email: bflaherty1@umassd.edu 

YouTube started as a simple platform that people could use to upload videos to the internet for others’ enjoyment with the ability to view, like, dislike, comment on, and subscribe to others.

It was a simple idea with great potential to take off and allow creativity and talent to thrive.

That’s if its users didn’t use the site for their own greed and ego.

Created in February 2005, the site was “…founded by three former PayPal employees—Chad Hurley, Steve Chen, and Jawed Karim,” according to YouTube’s Wikipedia. Google later purchased it, and it now operates as one of Google’s many applications.

Since its creation and its first uploaded video of a zoo, many content creators have entered and left the online video platform, creating various types of videos and content.

From videos of makeup routines, incredible basketball trick shots, and the video game Let’s Plays, there is no shortage of quick and easy content for anyone and everyone.

However, the wholesome purpose has been seemingly lost on its users, and the YouTube culture has taken a turn for the worse.

It all began when three YouTubers, “MrBeast” (Jimmy Donaldson), Logan Paul, and “KSI” (Olajide Olatunji), created their pre-packaged meal, similar to Lunchables, called “LUNCHLY™”.

While this seems like a simple marketing ploy to get their loyal customers to buy more into their name, there is also some seemingly malicious intent.

For reference, Jimmy Donaldson had his own snack called “Feastables,” a chocolate bar meant to rival Hershey chocolate bars.

Similarly, Logan Paul and KSI entered the energy drink market with a drink called “PRIME,” made to rival favorite beverages, such as Gatorade.

All three YouTubers have a significant lead in the market by having a large following of viewers that trust them, though primarily children and younger viewers.

While this is all good on the face, the fact of the matter was really brought through when famous YouTuber Daniel Robert Middleton, known professionally as DanTDM, posted his reaction to the release of Lunchly on X.

ᴅᴀɴᴛᴅᴍ on X: “What happened to YouTubers man.. I can’t not say anything anymore. This is selling stuff for the sake of making money, simple. How does this benefit their fans? This is selling crap to kids who don’t know better than to trust the people who are selling it to them. Do better.” 

After Dan replied, the three creators of the new packed lunch item immediately fired back in three different ways.

Logan went on the defensive on the thread: 

“I’ll tell you what happened to YouTubers… We spent our lives creating content and building our brands… Now we want to build businesses.”

He went on to talk about how they have managed to create a product that is better than Lunchables based on their protein, calories, electrolytes, and sugar. 

While yes, it is, in theory, better than Lunchables, the food they offer is still mostly unhealthy compared to obvious healthier alternatives.

Regardless of this point, the three fully believed that they were creating something that would be good for their viewers and everyone else who might eat their products.

KSI also struck back and talked about Dan’s own merchandise that he sold to his viewers, which was relevant to his own channel, but this was irrelevant, seeing as the discussion was on a separate business entity marketing food to the public.

Finally, Jimmy responded by talking about the positive benefits of introducing their packed lunch item. Ultimately, it was a very PR-focused answer but one that backed up what the other two were trying to get across.

DanTDM, however, believed they were using their viewers’ gullibility and fame to reach all sorts of audiences.

While Dan’s argument about selling to gullible audiences does hold some water, the fact that they are selling items is simply a business decision. It is not something that YouTubers are specifically banned from doing.

Though most of this argument is focused on opinions, the real issue has come from the drama that sparked between these four prominent figures.

Another popular YouTuber has come forth and has joined Dan’s side. Seán William McLoughlin, better known publicly as jacksepticeye, has come out to defend Dan in his point and to stop others from harassing him. 

Now, the question that remains is: What are YouTubers allowed to do with their influence?

The culture of the YouTube community has definitely changed to the point where everyone is no longer focused on just putting out content to share with others.

There are even YouTube channels that exist right now that prey on the drama that occurs on the platform. People tend to focus on what makes them profitable to ensure they can make the most money.

Ultimately, it is not shameful to use the platform to make some sort of monetary gain. Many people have made YouTube their full-time career and post videos for a living.

The problem stems from what YouTubers do with their fame. Many YouTubers have become icons throughout their work on the platform, such as Matpat and his empire of Game Theory.

While YouTube can be a job for most, it is more than just a way to make money. 

It is up to the YouTubers to decide what kind of community they want to create on the platform, whether it be a community of products and PR stunts or a community of educating, sharing, and entertaining.