California By The Firelight

Issue #305 | Jan. 9, 2025

Greetings from Passionfruit. This is John-Michael Bond, the new deputy editor. I hoped my first time writing for the newsletter would be under happier circumstances, but it’s a difficult week in Los Angeles. The center of the creator universe is on fire, with devastation on a scale that won’t be quantifiable for weeks.

First off, I’m happy to report that everyone on the Passionfruit staff in Los Angeles is safe. During a very scary time, that’s a blessing I’m thankful for. Keep Drew, Eric, Andrew, Lon, Taylor, and myself in your thoughts. Even if you are lucky enough to avoid the fires, air quality is going to be an issue for days to come.

For many other creators, the situation is more dire. The FaZe Clan had to flee the FaZe house due to evacuations, getting the notice while on stream. FaZe Kaysan lost his home. Miles Gray of Daily Zeitgeist lost his home. OTK’s Will Neff had to evacuate, as did Pokimane, shroud, and Cash Nasty. But they, along with thousands of others, are thankfully safe. The feeling in Los Angeles is one of exhaustion, fear, and uncertainty.

Disasters like this are particularly brutal for creators. While many of the people mentioned above are financially going to be okay, they’re outliers. Most creators don’t get days off. The freedom that comes from being your own boss also means you are your only backup when the world starts to burn.

In the coming weeks, I anticipate conversations about the callousness of people creating content about the disaster. My wife commented last night about how strange it was to see people select songs for Instagram stories of the fires. But if your life and your story are your content, sometimes it isn’t easy to step out of that role. Even in disaster, the show eventually has to go on. The disaster is a tragic reality, but your reality is your job.

Los Angeles is the entertainment capital of the world. But the last few years of strikes, lockdowns, and consolidation have made it an increasingly difficult place to live. It will be interesting to see how we pick up the pieces of our community. I would not be surprised to see an exodus of creators, particularly smaller ones. Rents don’t go down when housing is lost.

Please give freely of your prayers, thoughts, and funds during the coming weeks. Many people’s lives were destroyed. Thankfully, GoFundMe is making it easier to help support people in need during this time. The crowdfunding site has launched a centralized hub to connect verified pages for LA County wildfire victims. In times of crisis, it can be challenging to know where to give. Scammers like to pop up where the helpers are. This is one way you can help out with confidence.

Thank you for your readership. Please consider supporting families in the Los Angeles community. My heart is already full seeing neighbors band together to house displaced families. But we need support from all over. I’m looking forward to talking to you again in a better time. Until then, be safe, protect your loved ones, and always keep making stuff.

– John-Michael Bond, Deputy Editor

PERSONALITIES

David Dobrik’s Return to Vlogging Has Me Uneasy

For better or worse, Dobrik is back.

By Steven Asarch, Passionfruit Contributor

photo collage of David Dobrick shirtless and smiling.

→ READ THE FULL STORY

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IN THE BIZ

Can IShowSpeed stream One Piece? He thinks so.
TikTok alternative Lemon8 has soared to the top of app stores.
Google searches for deleting Facebook and Instagram have exploded.
TikTok unveiled its What’s Next Report of 2025, its annual trend forecast.

TIPS & TRICKS

What the Winter Arc Gets Wrong About Personal Growth

Your Winter Arc doesn’t have to be a dark thing.

By merritt k, Passionfruit Contributor

READ THE FULL STORY →

Goku in the Hyperbolic Time Chamber from Dragon Ball Z

CULTURE

2025 Could Be the Year of the Internet Edge Lord

For better, but mostly just worse.

By Steven Asarch, Passionfruit Contributor

READ THE FULL STORY →

UPCOMING EVENTS

Tastemaker Conference is Jan. 19-21 in Las Vegas, Nevada.
ANA Creator Marketing Conference is Jan. 29-30 in Santa Monica, California.
Creator Economy Live is Feb. 4-5 in Las Vegas, Nevada.
the platform is Mar. 21 in Pittsburgh, Pennsylvania.

WHAT WE’RE READING

In light of David Dobrik’s comeback, it’s worth examining why his return to vlogging might leave some viewers feeling apprehensive.

This 2022 Vulture timeline of Dobrik’s allegations and controversies puts his fall from grace under a microscope and provides context for his nearly three-year hiatus. Check it out below.