Rise Of The Streampunks

How YouTube and its stars are driving a revolution in media

first published in The Star, 07 November 2017


This book made me feel old and question what I'm doing with my life. Understandable, I suppose, as it's mostly about the new stars of online video, many of whom are millennials and Gen-Xers—dubbed "streampunks" by Robert Kyncl (pronounced "kin-sil"), chief business officer at YouTube.

Written by Kyncl with Google writer Maany Peyvan, Streampunks tells how a bunch of creators and entrepreneurs used YouTube to do their thing and transform how media works. The book also highlights the tactics they've used, the challenges they have faced, and what their success means for the future of media.

Kyncl and Peyvan set the mood by contrasting the barren media landscape that is the Czechoslovakia that Kyncl grew up in, with scenes from the YouTube Creators Summit in New York in the present day. The latter is attended not by greying guys in sharp suits, but youngish-looking people in "the rarest sneakers", "the sharpest athleisure", or just jeans and T-shirts, many of whom have tattoos or dyed hair.

And yet, there is an "overwhelming sense of respect as they exchange greetings with their peers from around the world", the authors note. Perhaps, above all, the people in that space are those who seem to be doing what they've always wanted to do, from vloggers (video bloggers) and beauty gurus to chefs and gamers.

How is it possible for these people to earn a living and achieve fame rivalling that of Hollywood stars, to have a global audience of millions and gain influence the likes of which big brand names would splurge for, by just being themselves and doing what they love?

Kyncl would probably say "YouTube", which would be a gross oversimplification. When TV was king, the authors argue, a small group of executives determined what got aired and what didn't—subsequently deciding who got the limelight and who didn't. With online video, that power has shifted to the audience, whose interests "are far more diverse and unique than those execs ever imagined".

So it turns out that many out there are interested in quilting, as demonstrated by the story of Jenny Doan from Hamilton, Missouri, the United States, whose YouTube quilting tutorials made her the Julia Child of the craft and brought her quilt company and her town global fame.

Other chapters tell of the rise of other personalities who built their brands on the platform. There's Lilly Singh, a.k.a. "Superwoman", who created that geography video for racists; vloggers Hank and John Green, the latter many would know as the author of young adult fiction bestsellers like The Fault in Our Stars and Paper Towns; Shane Smith, CEO and cofounder of Vice Media; and talent manager Scooter Braun, who brought the world Justin Bieber and made Psy's "Gangnam Style" as hot as Shin Ramyun instant noodles.

More than a collection of success stories, however, this book can be considered a primer for aspiring streampunks in how the stories are stitched together. Besides sharing some tricks of the trade, the authors make a good case for their subjects' bright futures, dropping names and lobbing figures to fortify their arguments.

But behind the six-figure subscriber counts and slick online clips is a lot of hard work, passion and perseverance. Hints of that are sprinkled throughout, but it's the title of the eighth chapter, "The Struggle is Real", that drives it home.

The cost of being "real" and independent is constant engagement with the audience, while coming up with new ideas, and learning to shoot better videos ... imagine doing all that and more for years before one's big break.

That's a lot of time and money spent, not to mention crappy clips, at least in the early stages. The issue of revenue is also looked at, spliced between accounts of the births of crowdfunding platform Patreon and premium service YouTube Red (which is not available in Malaysia when this was written).

One thing that's only briefly touched on and perhaps more suitable for discussion in other books is the potential downsides of online fame, as illustrated by the posting of anti-Semitic content in 2017 by Felix Kjellberg, a.k.a. PewDiePie. Also, what to make of recent outbursts (which might have emerged before the book went to print) by some YouTubers against the platform's alleged demonetisation of videos that it considers not ad-friendly?

And just because there are YouTube videos of how braces are fastened doesn't mean one can watch those and start practising orthodontics. Even cooking videos and recipes don't always yield perfect results when followed faithfully.

On the whole, Streampunks paints bright picture of an emerging new media landscape powered by a growing horde of video wizards who are coming up with innovative ways to tell and share stories in an engaging and authentic manner.

As such, the overall tone for this book is quite rah-rah, no surprise considering who the authors are. Whether it's because they sound genuine about what they feel for these streampunks and the future of new media or that Kyncl works for YouTube—or both—is best left to the reader to decide.

But no one should deny that a revolution is happening in media.


An edit has been made to this version, for clarity.

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Streampunks

YouTube and the Rebels Remaking Media

Robert Kyncl with Maany Peyvan
Harper Business
288 pages
Non-fiction
ISBN: 978-0-06-265773-2

Book Marks: Celebrity Blurbs, And The "New" Booker

In the wake of the twin hurricanes Harvey and Irma, booksellers are pitching in any way they can. Some bookstores are raising money and donating books. Third House Books in Gainesville, Florida, offered free coffee at its premises. Seeing bookstores step up to help in times like this makes me fuzzy.

Also:

• Has the mystery of the Voynich Manuscript been solved? Is it really just a medieval women's health manual? Hold your horses.
• "One of things to be said about being Mrs. Lim was that during Cheng Beng, she received many, many presents. These many lush things from her children helped her keep abreast with the living world, to a certain extent. It was unusual for anyone to keep receiving Cheng Beng gifts so long after dying, but then, Mrs. Lim was of a family with unusually high expectations." From io9's Lightspeed Magazine, "The Last Cheng Beng Gift" by Jaymee Goh.
• British author and travel writer Colin Thubron has criticised the "gushing" blurbs of books by authors, saying that some of these might make readers feel bad about not liking the books. But who really believes the blurbs nowadays? Especially those that glow so bright they can help you see in the dark?
• "Americans didn’t ruin the Man Booker Prize. Book publishers did." Specifically, the several behemoths of publishing currently dominating the scene. However, the article alludes to a shrinking pool of Booker-worthy works and that book prizes are becoming indistinguishable from others, Could it be that the criteria for what wins prizes are becoming similar?
• Stealing Indians has similarly received some glowing reviews, but for years, [John] Smelcer's been an object of suspicion within Native circles, where authors including Sherman Alexie and Terese Mailhot, as well as scholar Debbie Reese, have raised questions about his Native heritage and his credentials, and critiqued his books as misrepresentations of history and Native cultures. Stealing Indians, indeed.
• This curious case of an alleged plagiarising poet laureate sounds familiar. Taking works from other poets, then translating and publishing them as originals ... has that happened before?
• Was a photo of Brock Turner used to illustrate a textbook entry on rape? Apparently, yes. The former Stanford University student who avoided a longer jail sentence for the sexual assault of an unconscious woman briefly became the face of rape in Introduction to Criminal Justice, published by SAGE Publications. "Briefly", because SAGE has announced it will be issuing a revised edition of the book, because it seems what Turner did does not fall under the FBI's definition of rape.
• "Here's a pro tip if you want to attract Asian women: Don't read e-books on the subject written by white dudes."

What We Reveal Online

first published in The Star, 19 September 2017


"Everybody lies" is a favourite maxim of Hugh Laurie's character, Dr Gregory House, in the medical drama series House. Despite this, he often gets to the bottom of what ails his patients.

Opinion writer for The New York Times and former Google data scientist Seth Stephens-Davidowitz also believes that everybody lies. He says people lie to their friends, bosses, kids, parents, doctors, husbands, wives, and even to themselves.

"And they damn sure lie in surveys."

The images of perfect lives on Facebook and Instagram aren't the whole picture, either.

What people lie less to, according to Stephens-Davidowitz, are search engines.

"The everyday act of typing a word or phrase into a compact, rectangular white box leaves a small trace of truth that, when multiplied by millions, eventually reveals profound realities."

Which is why in his book, Everybody Lies, he posits that these small traces of truth make Google searches a gargantuan pool of "honest" data that holds insights into our true nature. But instead of volume, he focuses on the quality of the information and analysis: "You don't always need a ton of data to find important insights. You need the right data."

Stephens-Davidowitz explains why big data – a catch-all term for all the data out there, including searches, blog posts and everything else we put online – is powerful. It is so huge that even small samples can yield meaningful results, which is how companies such as Google and Facebook can conduct random, controlled experiments online to find out what works and what doesn't.

Big data also offers new types of information and ways to look at things from other angles. Who knew that the brightness of a place at night can indicate its economic situation?

There are limits, of course. The author tells us what can't and shouldn't be done with data, highlighting instances where it can be misused. The low-down on customers' buying patterns can help companies sell more products, for instance, but shouldn't be used to keep customers hooked.

At fewer than 290 pages, not including the acknowledgements, notes and the index, the book is small and digestible for its genre. It covers just enough about big data to make the case for its potential and leave one wanting to know more. The language is pretty straightforward and the tone is conversational.

Occasional displays of wit can be found in the text and the footnotes, particularly in observations about sex and porn, of which there are quite a few – which is perhaps unavoidable when discussing what's on the World Wide Web.

But several of these footnotes feel uncomfortably confessional. For instance, the author hints that he might be an unreliable narrator, particularly in relation to how hard he worked on the book. In a footnote, he says, "Since everybody lies, you should question much of this story." Because, that footnote concludes, "Everybody lies. Every narrator is unreliable."

Even big data, it seems, but that depends on how one interprets its multiple facets. And how much do fake news, bots, and hackers affect its "honesty"? Can this pool of Google searches be rigged to skew certain findings? The book does not appear to address any of this.

Nor does he trust many of us to finish reading the book: "No matter how hard I work on polishing my prose, most people are going to read the first fifty pages, get a few points, and move on with their lives." Maybe that's why, compared to all the information about data, the conclusion looks hastily scribbled, almost like an afterthought.

One can be easily swamped by all the revelations that support his argument: What we Google mirrors our true selves and can help us understand people better, but do we really want to? We reconsider our relationships with people, places, and the world at large anyway, from time to time. Some might feel they are being told what they might already know (eg, people can be horrible, and why they lie), except for the scope and intricacies of that knowledge.

Stephens-Davidowitz may not consider himself a focused author, but we can probably trust his work on big data, given his experience and reputation in this field, and how convincing (and perhaps a little biased) his case for it looks.

However, one should also bear in mind his advice to question everything one reads, online or offline. Mountains of information do not make a source, be it a database or a person, infallible. What we require is the wisdom to sift through all that data without letting it overwhelm us.

When we begin re-evaluating what we read, look for and wish to share online, the ever-growing mound of digital bread crumbs we leave in cyberspace will, hopefully, become a more authentic reflection ... of our better selves.

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Everybody Lies

Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are

Seth Stephens-Davidowitz
Dey St.
338 pages
Non-fiction
ISBN: 978-0-06-239085-1