To those reading this article, I can be certain that no introduction is required for YouTube. Many of you probably frequent the site often, if not daily, or perhaps even have an account of your own. Whatever the case, YouTube is something that just cannot be ignored in today's digitalized world....

Wrote By: Jenny Sung (Toronto Correspondent - Canada)

July 4th 2008 

To those reading this article, I can be certain that no introduction is required for YouTube.  Many of you probably frequent the site often, if not daily, or perhaps even have an account of your own.  Maybe you or someone you know even posts personal videos, whether they are of events you've attended or your own thoughts on video.  Whatever the case, YouTube is something that just cannot be ignored in today's digitalized world.

An online phenomenon, the video sharing site has made headlines for its proliferation as a global corporation and for its user-friendly features.  Nowadays, YouTube has become synonymous with the "vlog" (ie. video log), used by both celebrities and everyday people.  Originally intended for the purpose of sharing short films and videos between the filmmaking community, YouTube has obviously expanded into the sphere of public video sharing, thus creating a forum for video-logging.  As opposed to the written "blog" (ie. weblog), the vlog allows for the creator to showcase their personalities visually - which seems to be quite fitting for a generation where reading has quickly fallen off the radar as an enjoyable pastime.  Even superstars and other celebrities are jumping on the YouTube bandwagon to get better connected with their fans - the most hyped about celebrity member being Oprah in late 2007.  In today's celebrity and fame obsessed world, the vlog's popularity has grown exponentially just as YouTube's expansion into international markets has as well.  YouTubers are now, more often than not, using the site as a vehicle for personal fame, even if it means ridding all personal dignity to attract viewers and subscribers. 

To be honest, I don't blame them.  There are plenty of YouTube success stories out there.  Oprah even had an episode of her show dedicated to them.  Take for example YouTuber Lisa Donovan, a.k.a. LisaNova, who was given the opportunity to act in several episodes of "Mad TV" after gaining popularity for her online sketch videos which feature her parodying films and poking fun at popular culture.  Then there is Esmée Denters, a young Dutch teenager who one day decided to sing into a webcam for fun and wound up with a record contract with the Prince of Pop himself, Justin Timberlake, and was even the opening act for a few of his concert dates.  Her videos are no longer fuzzy, lo-fi videos filmed in her bedroom, but are now filmed from studios in Los Angeles showing her working with several popular artists.  And finally, who could ignore the force that is William Sledd?  Now a fashion reporter and self-proclaimed Internet celebrity, Sledd has appeared on the Rachael Ray show as a YouTube "Expert" and is also vlogging on Bravo TV's OutZone; all this from making over-the-top videos of fashion critique full of choice words. 

So what makes a YouTube celebrity?  To be technical, the matter requires for one to have a high number of subscribers.  When someone subscribes to your channel, your latest instalment to your video collection will automatically be updated and displayed very visibly for a subscriber to view instantly.  A high number of subscribers means high interest in your videos and mostly, you the maker.  Next, one needs to somehow become a YouTube partner.  This means that the YouTuber gets paid proportionate to how many viewers they bring in to watch their videos from the advertising dollars YouTube makes.  An application process is required to gain partner status, and it most often speaks to the quality and popularity of your videos.

But let's think abstractly for a moment.  What really makes a YouTube star?  Well from the looks of it, you have to have a certain gimmick.  Be flamboyant (WilliamSledd), nerdy (Frezned), super-sexy (HotForWords), perhaps even be nerdy and sexy (CommunityChannel), or...even your race can play a factor (TokenBlackChic).

Create videos for a specific market.  Pursebuzz, a popular beauty vlogger (and blogger), has a loyal following called "Pursebuzzers" (like William Sledd's "Sledd Heads").  She is not a makeup artist or a professional in that industry, yet she has already been invited to conduct interviews with Dita von Teese for MAC and other beauty industry professionals. 

Shameless self-promotion.  Take a lesson from Paris Hilton and let the world (or at least the YouTube community) know that you're something worth buying into.  Hilton's videos on her official YouTube channel are littered with "behind-the-scenes" clips of her working at the studio or at a photo shoot.  Selling an image like any other kind of star does is not exempt for YouTube stardom.

And lastly, be talented.  Whether it is music, comedy, acting, or even just a sheer brilliant use of editing, the product must be interesting, captivating and unique.  No one wants to watch someone butcher a classic song, or listen to one's mundane thoughts about everyday life (unless of course, you're LonelyGirl15 whose life was creepily less than mundane). 

So as you see, becoming a YouTube star is not easy work.  You need the right elements, just as any other everyday person would need to catapult into fame and success.  But even if one's career doesn't go past being an adored YouTuber, it is safe to say that YouTube stardom is in a category of fame of its own.  I think it's fair to consider the online video as a new medium that will only grow from here - just how television, or records and albums were new when they were introduced.  Now those media forums have created their own niche for stars to be born and YouTube, or the online video, is another system for just that.   

The concept of the YouTube star seems to be quickly gaining speed not only because the star's fans are right there, engaging in the same medium, but to those seeking fame, it really seems as though anyone can join and each person has the potential to become a star.  This seemingly graspable fame is quite alluring, and it looks like that is one of the reasons why YouTube is growing so quickly.  However, looking at the popular YouTubers, many of them started vlogging without the intention of trying to break out into Hollywood or other media outside of a 320x240 resolution box.  New members with stars in their eyes who send out viral messages to come "cHecK OuT mY paGe!%#!!!" will find that the YouTube community will scoff at their attempts.  Suffice it to say, even the world wide web and a video camera can't disguise a fake personality.

I think the YouTube star is the latest trend to watch out for.  Perhaps YouTube stars will not always become famous outside of the video sharing world, but YouTube's potential to grow as an all encompassing international medium is great.  Rock stars, movie stars, porn stars and even reality TV stars are so passé; anyways, they probably all have their own YouTube channels as well!