VidCon 2023: Elf Bars & Egos

CREATOR NEWSLETTER


Instagram Night Out is an invite-only VidCon event where 800 creators peacock, network, and hope to make agency and industry connections that will lead to better business deals. The splashy VidCon event occurred at a boozy music venue, the City National Grove of Anaheim, which has seen the likes of Prince, Stevie Nicks, Ray Charles, and other legends on its stage.

But on a Friday night in June, creators like the newly reformed Try Guys, Louie Castro, Angry Reactions, Celina Spooky Boo, and Safiya Nygaard walk the red carpet or huddle in exclusive corners of the room. Plebeians like me enter as they would any industry party: awkward and alone, praying to run into someone they know.

At a party full of egomaniacs where imposter syndrome is contagious, it’s worth questioning who the new gatekeepers of the media landscape are. Does the entertainment establishment still reign? Sort of. Although Hollywood is 34 miles away and media giant Viacom owns the convention, “non-traditional” media is still king at VidCon. Instead of studio bosses solely setting the rules, the top 5% of creators and TikTok, Meta, and YouTube executives are calling the shots on who gets to make money, what stories to tell, and exactly who gets invited to parties like these.

VidCon said it brought in 55,000 guests this year, including internet celebrities like Keke Palmer, Dream, the aforementioned Try Guys, and Smosh. But on this night, MrBeast’s manager, Marc Hustvedt, is the main topic of conversation. Hustvedt, the “president” at MrBeast, hosted a much-talked-about panel earlier in the con, in which he warned creators to steer clear of TikTok due to potential turmoil from the 2024 election season and regulatory threats surrounding the platform. 

By now, the world knows who MrBeast is and how he harnessed attention-grabbing stunts, clicky thumbnails, and candy consumerism to reach 163 million subscribers. Yet, no one was talking about MrBeast, at least not directly. They were talking about Hustvedt, the guy pulling the strings. 

“The best panel I went to was by this guy,” said Devin Robbins, a video editor previously featured in Passionfruit, pointing to Hustvedt. “It’s MrBeast’s manager.” 

At Robbins’ panel earlier in the day, he spoke candidly about the labor behind major social media empires. It’s hard to advocate for fair pay and working conditions at VidCon, a place that prioritizes brand hype above all else. Still, Robbins and his co-panelists did just that by pointing to the long hours and high expectations placed on those lesser-known creators working behind the camera: editors, copywriters, producers, and graphic designers.

Some people operating behind the scenes are everyday creative laborers. Others are big-shot executives, like Hustvedt. Some are good bosses who will ignite your passion and compensate you fairly. Others will neg and squeeze every last dime out of their underlings. That’s just the reality of the landscape. 

Hollywood suits are no longer the only people shaping the entertainment landscape. Now, social media executives use creative people for social currency or monetization potential. And they’re not the only ones accused of nefarious behavior — even the publicly charitable MrBeast has been accused of berating and belittling younger employees.

The “creator economy” was supposed to be revolutionary. But 13 years after the first VidCon, it’s clear that although some gatekeepers are different, they’re just maintaining the status quo. The adults are talking, and surprise millennials, you now are the adults. The more things change, the more they stay the same.

Even with labor issues hanging in the air, the party was a great opportunity to dish out industry gossip, connect face-to-face, and party. You look up from your phone, and Zach of the Try Guys will be doing an odd but endearing dance next to you. Comedian Adam Rose comes up and goes on a zany rant. Cozy crafting queen Holly Auna gives you a handmade rubber ducky bracelet. And for a moment, you can let go of all the expectations gatekeepers — and yourself — have set. 

Here’s the thing: you don’t need hundreds of thousands of followers to be a creator. You don’t need to appease advertisers and brands, and you don’t need to win a Webby. You don’t need to be MrBeast. 

And honestly, you don’t need to fork over the $185 to go to VidCon. Sure, it’s a networking event, but you can also connect with people online or in smaller (free) gatherings. You can find the tools you need in community Discord servers, or even on Passionfruit. It doesn’t make you any less of a creator not to give a fuck about this dog and pony show.


ON THE GROUND

Elf Bars & Egos: VidCon 2023


CREATOR SPOTLIGHT

We’re offering you an opportunity to grow alongside us.

Fill out our application to enter our Creator Spotlight contest. Each month, we’re picking a creator to feature in our newsletter and share their content across our social channels. The first featured creator will be chosen on July 31st.

All community members who fill out a Creator Spotlight application will get early access to community features, events, exclusive updates, and more.


THE COMMENTS SECTION


IN THE BIZ


PRIDE MONTH

Why Twitch’s Disabled Queer Streaming Spaces Matter More Than Ever

Twitch might be a lot to navigate, especially during Pride, but that moment of finding people like you? It’s beautiful.

By V.M. Ayala, Passionfruit Contributor


TIPS AND TRICKS

creator burnout - featured image

We Had a Burned Out Writer Try Burnout Tips From Top Creators To Keep Going

We all get burnout, but these tips from pro creators can help you get back on track.

By Jen Glantz, Passionfruit Contributor


TIKTOK MADE ME DO IT

This cat’s song hit me in the feels.

Content for Creators.

News, tips, and tricks delivered to your inbox twice a week.

Newsletter Signup

Latest Newsletters

  • Facing the Reality of a Dream Job

    Facing the Reality of a Dream Job

    CREATOR NEWSLETTER Issue #205 | January 23, 2024 Being a full-time content creator is often referred to as a “dream job.” More kids today aspire to be YouTubers than astronauts, with almost 30% of children ages 8 through 10 listing being a YouTuber as their top career choice in a 2019 survey. According to a…

  • How To Win at the Content Creator Casino

    How To Win at the Content Creator Casino

    CREATOR NEWSLETTER Issue #204 | January 18, 2024 Let the record show, I love a good conference. And this month, creators and brands have been flocking to Las Vegas, first for the Consumer Electronics Show (CES) last week, then for Creator Economy Live this past week, followed by the AVN Awards at the end of…

  • The Tech Ivory Tower Isn’t All It’s Made Out To Be

    The Tech Ivory Tower Isn’t All It’s Made Out To Be

    CREATOR NEWSLETTER Issue #203 | January 16, 2024 Tech layoffs have been constantly crossing our headlines this week. Just yesterday, Google suddenly laid off over 1,000 employees. On Jan. 10, Amazon laid off a whopping 500 people at Twitch, nearly 35% of its staff. On Jan. 11, it was also discovered that Amazon laid off…