PewDiePie
Comedian
Felix
Arvid Ulf Kjellberg, better known by his online alias PewDiePie, is a
Swedish web-based comedian and producer, best known for his Let's Play
commentaries and vlogs on YouTube. Wikipedia
Born: October 24, 1989 (age 26), Gothenburg, Sweden
Height: 180 cm
Partner: Marzia Bisognin (2011–)
Born in Gothenburg, Sweden, PewDiePie originally pursued a degree in Industrial Economics and Technology Management at Chalmers University of Technology.
In 2010, during his time at the university, he registered his PewDiePie
YouTube account. The following year he dropped out of Chalmers to focus
on his YouTube channel, much to the chagrin of his parents. Having been
refused support from them, PewDiePie began working at a hot dog stand
to fund his videos. PewDiePie soon gathered a rapidly increasing online
following, and in 2012, his channel surpassed one million subscribers.
Since 15 August 2013, PewDiePie's channel has been the most subscribed user on YouTube, being surpassed briefly in November and December 2013 by YouTube's Spotlight channel. Holding the position since 22 December 2013, the channel has reached over 40 million subscribers, as of December 2015. On 19 July 2014, the channel surpassed RihannaVEVO to become the most viewed channel of all time,and as of December 2015, the channel has received over 10 billion video views.
PewDiePie refers to his fanbase as the "Bro Army", and individual fans as "bros". Through his Bro Army fanbase, PewDiePie has raised money for charities. Due to his popularity, PewDiePie's coverage of indie games has created an Oprah effect, boosting sales for titles he plays. PewDiePie lives in Brighton with his girlfriend, fellow Italian YouTube personality Marzia Bisognin.
PewDiePie was born and raised in Gothenburg, Sweden.[6]
He was born to Lotta Kristine Johanna (born 7 May 1958) and Ulf
Christian Kjellberg (born 8 January 1957), and grew up with his sister,
Fanny, as well.[7] His mother Johanna, a former KappAhl CIO, was named the 2010 CIO of the Year in Sweden.[7] His father, Ulf, is also a Chief Executive of a company.[8] In 2008, he graduated from Göteborgs Högre Samskola.[9] He then went on to pursue a degree in Industrial Economics and Technology Management at Chalmers University of Technology, but left the university in 2011 to focus on his YouTube career.[10][11]
On this decision, PewDiePie has stated, "Thinking about it now, it was
utterly absurd. To get into Chalmers for industrial economics you need
straight A's, but somehow I was happier selling hot dogs and making my
own gaming-videos."[8]
In his early years as a YouTube personality, PewDiePie was known for playing horror and action video games,[12][16][17] most notably Amnesia: The Dark Descent and its related mods.[18] PewDiePie also began posting weekly vlogs starting from 2 September 2011.[19] He typically performs a "Brofist" at the end of each of his videos.[20] In 2014, he began to more actively play games that interested him, regardless if they were of the horror genre or not.[21] In addition, he is also known to support video games from indie developers.[12]
PewDiePie resorts occasionally to gameplay, causing silent or emotional commentary;[24][25] his playthrough of The Last of Us, it was noted, left the usually vocal gamer speechless at the ending.[25][27]
PewDiePie originally registered a YouTube account under the name "Pewdie";[28] he explains that "pew" represents the sound of lasers and "die" means death.[29] After forgetting the password to this account, he then registered the "PewDiePie" YouTube channel on 29 April 2010.[20] After dropping out of Chalmers, his parents refused to support him,[20] and as a result PewDiePie funded his early videos by working at a hot dog stand.[30]
On having to work at the stand, PewDiePie stated, "the fact that I
could make videos was so much more important to me than [that] I had to
spend a few hours a day doing a job that wasn’t that prestigious."[30]
Five years later, PewDiePie recalled, "I knew people were big at other
types of videos, but there was no one big in gaming, and I didn’t know
you could make money out of it. It was never like a career that I could
just quit college to pursue. it was just something I loved to do. And
here we are five years later and it’s exploded."[30] By December 2011, PewDiePie's channel had around 60,000 subscribers.[20] Around the time his channel earned 700,000 subscribers, PewDiePie spoke at Nonick Conference 2012.[31][32] On 11 July 2012 the channel reached 1 million subscribers,[6] and it reached 2 million subscribers in September 2012.[12] In October 2012, OpenSlate ranked the PewDiePie channel as the #1 YouTube channel.[33] That December, PewDiePie signed with Maker Studios.[20]
PewDiePie's subscriber count surpassed that of the leading channel, Smosh, on 15 August 2013.[38] On becoming the most subscribed YouTube user, PewDiePie commented, "When I started my YouTube channel in 2010, I never imagined that one day it would be the most subscribed channel in the world and that I would be a part of such a great community."[39] After becoming the most subscribed user, Ben Donovan of Maker Studios stated that PewDiePie "is a great example of how a YouTube content creator can amass a worldwide following due to passion and creativity, and his large subscriber base showcases the loyalty and strong connection he has to his 'bros.'"[40] On 1 November, PewDiePie became the first channel to reach 15 million subscribers,[41] although the following day, the channel was surpassed by YouTube's Spotlight account at the top of the site's subscriber rankings.[42] In the same month, PewDiePie proclaimed his dislike of YouTube's new comment system.[43] In December, PewDiePie overtook the YouTube Spotlight channel to once again become the most subscribed user on YouTube.[44][45]
Throughout 2012 and 2013, PewDiePie's channel was one of the fastest growing on YouTube, in terms of subscribers gained.[46] In 2013, the PewDiePie channel went from 3.5 million to just under 19 million subscribers,[47] and by the end of 2013 it was gaining a new subscriber every 1.037 seconds.[48] Billboard reported that the PewDiePie channel gained more subscribers than any other channel in 2013.[49] Additionally, in the second half of 2013, the PewDiePie channel earned just under 1.3 billion video views.[50]
In September, PewDiePie began streaming videos of his co-hosted series, BroKen, onto MLG.tv.[57] Kjellberg co-hosts the series with Kenneth Morrison, better known as CinnamonToastKen, also an online game commentator.[58] On 13 October, PewDiePie decided to allow comments on his videos once more, albeit only after approval.[59][60] However, PewDiePie has tweeted, "I have them set as approved so I can redirect people to comment on my website instead."[61][62] In a later video, PewDiePie claimed that disabling comments helped him become happier.[63] In 2014 alone, PewDiePie's account amassed nearly 14 million new subscribers and over 4.1 billion video views; both figures were higher than any other user.[64][65]
During July 2015, PewDiePie's videos were documented to receive over 300 million views per month.[66] On 6 September 2015, PewDiePie's YouTube account became the first to eclipse 10 billion video views.[67]
In September, PewDiePie hinted that he would have a role in series, and that he was on location in Los Angeles for the show's shooting.[68] Although not many details were revealed at the time, in October, it was announced that the series would be titled Scare PewDiePie.[69] The series is set to be released in 2016 through YouTube's paid subscription service, YouTube Red.[69]
PewDiePie often refers to his fans as the "Bro Army" and addresses his audience as "bros".[71] At the Social Star Awards, PewDiePie greeted his fans personally despite security warning him against doing so.[28][72]
Early in his YouTube career, Kjellberg used rape jokes in his videos. Criticism of these jokes stirred controversy, and in October 2012, Kjellberg posted a Tumblr message, stating "I just wanted to make clear that I'm no longer making rape jokes, as I mentioned before I'm not looking to hurt anyone and I apologise if it ever did."[8][73] The Globe and Mail stated "unlike many young gamers, he listened when fans and critics alike pointed out their harmful nature, and resolved to stop making rape jokes."[22]
In September 2014, Rob Walker of Yahoo! called PewDiePie's popularity "insane," writing, that it "strikes me as considerably more curious — I mean, you know who Rihanna is, but would you recognise this kid if he were standing in line behind you at the bank?"[24] Walker, among other reporters and some casual gamers, have questioned the reasons for his popularity, while other reporters have criticised his rise in notability.[23][24][25] Walker noted PewDiePie's interaction with his audience, writing, "While he can be raucous and crude, it always comes across as genuine. He constantly addresses his audience as a bunch of peer-like friends, as opposed to distant, genuflecting fans. He's certainly more than willing to make fun of himself in the process."[24] In 2015 The Verge wrote, "Love it or hate it, his success — like so many other YouTube personalities — isn't just in playing games but actually connecting and talking directly to an audience. No agent, press release, or any other intermediary. He just hit record."[74] Relating to his responsibility as a celebrity, PewDiePie has stated "many people see me as a friend they can chill with for 15 minutes a day," and adding, "The loneliness in front of the computer screens brings us together. But I never set out to be a role model; I just want to invite them to come over to my place."[9] Correlating with this note, his audience has been reported to provide positive remarks about him; some of his viewers created and contributed to a thread expressing that he has made them happier and feel better about themselves.[21] Conversely, during an informal Twitter poll conducted by one Kotaku reporter, respondents described him as "annoying" and an "obnoxious waste of time."[21] PewDiePie has also been received negatively by the media on some occasions, often being reported as an "inexplicable phenomenon."[21] Andrew Wallenstein of Variety heavily criticised PewDiePie, following his channel becoming the most subscribed channel on YouTube, describing his videos as "aggressive stupidity" and "psycho babble."[23]
According to a 2014 survey commissioned by Variety, PewDiePie along with a few other YouTube personalities have been reported to be more influential and popular than mainstream celebrities, such as Jennifer Lawrence, among U.S. teenagers aged 13 through 18.[75] His channel also appeals strongly to younger viewers, a group Google refers to as Generation C for their habits of "creation, curation, connection and community".[15][76] Paul Tassi of Forbes wrote, "PewDiePie combines charisma, energy and all-around randomness to create a goofball character with videos that make little sense to outsiders, but are catnip to his younger fanbase."[70] Chris Reed of The Wall St. Cheat Sheet commented on the divisive opinions on PewDiePie: "The great divide in opinion on PewDiePie seems to be largely generational. Older people are less likely to subscribe to YouTube channels, or to pay much credence to YouTube personalities in general. Many younger viewers, on the other hand, see him as endlessly entertaining and relatable."[25]
PewDiePie has himself claimed that he dislikes being called "famous", and has been reported to live a "shy and retiring life."[8] His rise to fame has been used as "a great example of how the emerging society gives extensive opportunities to individuals with great ideas, courage, and, of course, a significant portion of luck as opposed to the old society."[77] Studies of the gaming community on YouTube have shown that 95% of gamers engage in watching online videos related to gaming and has been noted as an important reason for PewDiePie's popularity.[78] In 2015, PewDiePie was included on Time's list of the 30 most influential people on the Internet, cementing his influence as an internet personality.[26] Later in 2015, PewDiePie was featured on the cover of Variety's "Famechangers" issue, with the magazine ranking him as the "#1 Famechanger", or "those whose influence stands head and shoulders above the rest."[79]
PewDiePie, along with characters from Amnesia: The Dark Descent, which PewDiePie renamed and made characters within his own commentaries were referenced to by a McPixel level designed in his honor.[83] Additionally, in the video game Surgeon Simulator 2013, the Alien Surgery stage features an organ called "Pewdsball" in honor of PewDiePie.[84][85] PewDiePie agreed to allow the developers of Surgeon Simulator 2013 to use his likeness in GOTY IDST, a showering simulation video game.[86][87] PewDiePie was also included as a NPC in the indie game, Party Hard.[88]
On the topic of his earnings, PewDiePie stated that he is "extremely tired of talking about how much I make. In the very few interviews I've made, it doesn't matter how long we've talked to each other, the headline is still just about my paycheck."[96] After extensive media coverage of his earnings, Kjellberg posted a video, expressing his frustration at the extensive media coverage over his income. In the video he claimed, "We did raise a million dollars for charity, and very few articles picked up on that, but here it is everywhere how much money I make," adding, "It seems like the whole world cares more about how much money I make than I do myself."[97] Relating to his source of his income, PewDiePie stated: "I think that's what's cool about YouTube: That anyone could technically do it, right? Surely if I didn't exist, there would be someone to fill my place."[98]
Despite these partnerships, PewDiePie maintains that he conducts very few promotions and works with few brands.[9][107] Additionally, PewDiePie posted on Reddit, "I make more than I need from YouTube," adding, "with that freedom, but also to respect my fans for making that possible, I don't end up doing many endorsements."[108] On this topic, PewDiePie has claimed that it is disappointing when a large chunk of people misinterpret a component of his character; he states, "if I mention on Twitter that I find this or that Kickstarter project cool, people immediately start to ask what economical interests I might have in it. Things like that can bring me down. But it's not personal; some people just prefer to believe the worst about others at any given time."[9]
PewDiePie has expressed disdain with Machinima, a rival YouTube network that he had been signed with prior to Maker Studios.[112] Feeling frustrated with how Machinima treated him, PewDiePie hired a lawyer to free him from his contract with the network.[113]
In October 2014, PewDiePie began hinting at the possibility that he might not renew his contract with Maker Studios upon its expiration in December 2014.[114] Reports that covered this information also added that PewDiePie expressed his frustrations with the studio's parent company, Disney; PewDiePie was quoted saying, "The fact that Disney bought Maker Studios doesn't really change anything for me. If I ask for help, they reply, but that's all the contact we have. We'll see what happens."[113] Rather than re-sign with Maker, PewDiePie has mulled the option of launching his own network, although he has declined to provide in-depth details on the subject.[9][115] However, in light of news outlets reporting his disinterest with Maker, PewDiePie tweeted, "I feel like I was misquoted in the WSJ and I'm really happy with the work that Maker has been doing for me."[116]
In early 2015, Nintendo launched its Creator Program, in order to share revenue with YouTube video creators who feature gameplay of their products in videos.[117] PewDiePie joined various gamers in criticising the programme.[118][119] PewDiePie called the program a, "slap in the face to the YouTube channels that does focus on Nintendo game exclusively, adding, "The people who have helped and showed passion for Nintendo's community are the ones left in the dirt the most."[119] Despite criticisms from PewDiePie and other gamers alike, Nintendo experienced more requests from YouTube creators than expected, causing an extension on the 72-hour wait time for video approval through the program.[118] Additionally, PewDiePie, stated, "I'll still play Nintendo games that I want to play on my channel as usual. I'm lucky to be in a situation where losing ad revenue on a few videos wont matter. However, many people on YouTube are not in that situation."[120] Ultimately, the focal point of criticism is toward the approval of a video which Nintendo has to administer, and may be motivated by biased intentions.[120]
PewDiePie also began a "Water Campaign" charity, where his fans could donate money to Charity: Water, in celebration of reaching ten million subscribers.[126] PewDiePie also contributed one dollar to the charity for every 500 views the video announcing the campaign accumulates, up to a maximum of $10,000.[127] PewDiePie had the stated goal of raising US$250,000, at the end of the drive, the amount raised was $446,462.[124][128][129] In June 2014, PewDiePie, announced that a fourth charity drive for "Save the Children" raised over $630,000, surpassing a $250,000 goal.[130] In an interview with the Swedish magazine Icon, he has expressed desire to continue these drives as time goes on, and also credited John and Hank Green as two individuals who gave him the idea of making unique videos for charity.[9] These videos are purchased by game manufacturers and advertisers, for prices ranging up to $50,000.[9]
In June 2014 Sveriges Radio let Kjellberg host an episode of the radio show Sommar i P1.[135] The episode was recorded in both Swedish and English; the Swedish version was broadcast 9 August 2014 in Sveriges Radio P1, and the English version was published online,[136] on a dedicated server with extra capacity to avoid crashing the Sveriges Radio server.[137] The link to the Swedish version of the broadcast was shared over 3,500 times, and the link to the English version was shared about 49,000 times.[138]
In December 2014, PewDiePie guest starred in two episodes of the 18th season of South Park, one of his favourite series. The two episodes served as a two-part season finale. The first part, titled "#REHASH" aired on 3 December, while the second part, titled "#HappyHolograms", aired on 10 December.[139][140] In the episodes, he parodied himself and other Let's Play commentators, who added commentary over Call of Duty gameplay in an overly expressive way. In "#REHASH", the character Kyle wonders why his brother and his brother's friends favour watching others comment on events over experiencing events themselves.[139]
In July 2015, PewDiePie was announced as a voice actor in the Vimeo fantasy series, Oscar's Hotel for Fantastical Creatures.[141]
In October 2015, PewDiePie appeared as a guest on The Late Show with Stephen Colbert; PewDiePie's charm and Colbert's interviewing skills were well received by online media outlets.[142][143]
Penguin Group released PewDiePie's This Book Loves You, a parody of self-help books, on 20 October 2015.[69] The book includes a collection of aphorisms, jokes, and wisdom, paired with visuals.[146]
The two shuffled between Sweden and Italy, before settling in Brighton, England.[8][148] Kjellberg moved to the UK in July 2013 for better Internet connectivity.[149] Kjellberg admits that he enjoys living in Brighton, as he is able to live in general anonymity, adding that one of the reasons he has not moved to Los Angeles is, "Anytime I'm there, people are constantly patting you on the back, telling you how great you are. It fucks with your brain. I started YouTube because I was bored, not to become famous."[20]
Kjellberg has stated on Twitter[150] and in one of his videos that he is an agnostic atheist.
youtube link
https://www.youtube.com/user/PewDiePie
Since 15 August 2013, PewDiePie's channel has been the most subscribed user on YouTube, being surpassed briefly in November and December 2013 by YouTube's Spotlight channel. Holding the position since 22 December 2013, the channel has reached over 40 million subscribers, as of December 2015. On 19 July 2014, the channel surpassed RihannaVEVO to become the most viewed channel of all time,and as of December 2015, the channel has received over 10 billion video views.
PewDiePie refers to his fanbase as the "Bro Army", and individual fans as "bros". Through his Bro Army fanbase, PewDiePie has raised money for charities. Due to his popularity, PewDiePie's coverage of indie games has created an Oprah effect, boosting sales for titles he plays. PewDiePie lives in Brighton with his girlfriend, fellow Italian YouTube personality Marzia Bisognin.
Early life
Entrance to Chalmers University of Technology, which PewDiePie dropped out of to focus on his YouTube career
YouTube career
The PewDiePie logo (the blue brofist)
Channel format
The main focus of PewDiePie's videos is his commentary and reactions to various games as he plays through them.[12][13] Due to this, his videos fall under the Let's Play umbrella.[14] Unlike conventional walkthroughs, his Let's Play videos are devoted to "sharing gaming moments on YouTube with my bros."[15] Variety details that "PewDiePie acts like he’s spending time with a friend. He begins each video introducing himself in a high-pitched, goofy voice, drawing out the vowels of his YouTube moniker, then delves into the videos."[14]In his early years as a YouTube personality, PewDiePie was known for playing horror and action video games,[12][16][17] most notably Amnesia: The Dark Descent and its related mods.[18] PewDiePie also began posting weekly vlogs starting from 2 September 2011.[19] He typically performs a "Brofist" at the end of each of his videos.[20] In 2014, he began to more actively play games that interested him, regardless if they were of the horror genre or not.[21] In addition, he is also known to support video games from indie developers.[12]
Nature of content
The nature of PewDiePie's video content has been described by various outlets as goofy, energetic, obnoxious and filled with profanity.[22][23][24][25] However, many of the same outlets concede that PewDiePie's content is genuine and unfiltered.[24][25] Sarah Begley of Time said his clips contained "charismatic narration."[26] Chris Reed of The Wall St. Cheat Sheet said it contained "off-the-cuff running commentary that's characterised by goofy jokes, profanity, and loud outbursts."[25] Another reporter noted PewDiePie's "chosen mode of sharing his critique happens to be ribald entertainment, an unmediated stream of blurted jokes, startled yelps, goofy voices, politically incorrect comments, and pretty much nonstop profanity."[24] Reed adds that these aspects of PewDiePie's videos are what critics find most abrasive, but what fans love the most.[25]PewDiePie resorts occasionally to gameplay, causing silent or emotional commentary;[24][25] his playthrough of The Last of Us, it was noted, left the usually vocal gamer speechless at the ending.[25][27]
History
Early years (2010–2012)
2012 Fanart of Kjellberg as one of his Happy Wheels characters
Becoming the most subscribed user (2013)
On 18 February 2013, the PewDiePie channel reached 5 million subscribers,[20] and in April, PewDiePie earned coverage on The New York Times after surpassing 6 million subscribers.[13] In May, at the inaugural Starcount Social Stars Awards in Singapore PewDiePie won the award for Swedish Social Star.[34] Competing against Jenna Marbles, Smosh and Toby Turner,[35] PewDiePie also won the award for Most Popular Social Show.[36] In July 2013, he overtook Jenna Marbles to become the second most subscribed YouTube user,[37] and reached 10 million subscribers.[20]PewDiePie's subscriber count surpassed that of the leading channel, Smosh, on 15 August 2013.[38] On becoming the most subscribed YouTube user, PewDiePie commented, "When I started my YouTube channel in 2010, I never imagined that one day it would be the most subscribed channel in the world and that I would be a part of such a great community."[39] After becoming the most subscribed user, Ben Donovan of Maker Studios stated that PewDiePie "is a great example of how a YouTube content creator can amass a worldwide following due to passion and creativity, and his large subscriber base showcases the loyalty and strong connection he has to his 'bros.'"[40] On 1 November, PewDiePie became the first channel to reach 15 million subscribers,[41] although the following day, the channel was surpassed by YouTube's Spotlight account at the top of the site's subscriber rankings.[42] In the same month, PewDiePie proclaimed his dislike of YouTube's new comment system.[43] In December, PewDiePie overtook the YouTube Spotlight channel to once again become the most subscribed user on YouTube.[44][45]
Throughout 2012 and 2013, PewDiePie's channel was one of the fastest growing on YouTube, in terms of subscribers gained.[46] In 2013, the PewDiePie channel went from 3.5 million to just under 19 million subscribers,[47] and by the end of 2013 it was gaining a new subscriber every 1.037 seconds.[48] Billboard reported that the PewDiePie channel gained more subscribers than any other channel in 2013.[49] Additionally, in the second half of 2013, the PewDiePie channel earned just under 1.3 billion video views.[50]
Continued growth (2014–present)
In March 2014, PewDiePie updated his video production, announcing he would be scaling down the frequency of uploads.[51] In August 2014, Maker Studios released an official PewDiePie app for the iPhone, allowing audiences to view his videos, create custom favourite video feeds and share videos with others.[52] Later in the month, PewDiePie uploaded a video, announcing he would permanently disable comments on his YouTube videos.[53] On his decision, PewDiePie stated "I go to the comments and it's mainly spam, it's people self advertising, it's people trying to provoke... just all this stuff that to me, it doesn't mean anything. I don't care about it, I don't want to see it."[54] After disabling comments, PewDiePie continued interacting with his audience through Twitter and Reddit.[55] In mid-September, PewDiePie uploaded a follow-up video, sticking by his decision, and announcing the launch of broarmy.net, an online forum, in which he will actively connect with his viewers, designed to replace the YouTube comment section.[56]In September, PewDiePie began streaming videos of his co-hosted series, BroKen, onto MLG.tv.[57] Kjellberg co-hosts the series with Kenneth Morrison, better known as CinnamonToastKen, also an online game commentator.[58] On 13 October, PewDiePie decided to allow comments on his videos once more, albeit only after approval.[59][60] However, PewDiePie has tweeted, "I have them set as approved so I can redirect people to comment on my website instead."[61][62] In a later video, PewDiePie claimed that disabling comments helped him become happier.[63] In 2014 alone, PewDiePie's account amassed nearly 14 million new subscribers and over 4.1 billion video views; both figures were higher than any other user.[64][65]
During July 2015, PewDiePie's videos were documented to receive over 300 million views per month.[66] On 6 September 2015, PewDiePie's YouTube account became the first to eclipse 10 billion video views.[67]
In September, PewDiePie hinted that he would have a role in series, and that he was on location in Los Angeles for the show's shooting.[68] Although not many details were revealed at the time, in October, it was announced that the series would be titled Scare PewDiePie.[69] The series is set to be released in 2016 through YouTube's paid subscription service, YouTube Red.[69]
Public image and influence
Responses to PewDiePie's content are mixed. Forbes called him "a controversial figure in both the gaming and the general internet communities with the usual, dismissive reaction to his work being 'he yells while playing video games' and somehow manages to draw millions of subscribers which yields millions of dollars."[70] Forbes also states that PewDiePie "wouldn’t be where he is without being very good at what he does".[70]PewDiePie often refers to his fans as the "Bro Army" and addresses his audience as "bros".[71] At the Social Star Awards, PewDiePie greeted his fans personally despite security warning him against doing so.[28][72]
Early in his YouTube career, Kjellberg used rape jokes in his videos. Criticism of these jokes stirred controversy, and in October 2012, Kjellberg posted a Tumblr message, stating "I just wanted to make clear that I'm no longer making rape jokes, as I mentioned before I'm not looking to hurt anyone and I apologise if it ever did."[8][73] The Globe and Mail stated "unlike many young gamers, he listened when fans and critics alike pointed out their harmful nature, and resolved to stop making rape jokes."[22]
In September 2014, Rob Walker of Yahoo! called PewDiePie's popularity "insane," writing, that it "strikes me as considerably more curious — I mean, you know who Rihanna is, but would you recognise this kid if he were standing in line behind you at the bank?"[24] Walker, among other reporters and some casual gamers, have questioned the reasons for his popularity, while other reporters have criticised his rise in notability.[23][24][25] Walker noted PewDiePie's interaction with his audience, writing, "While he can be raucous and crude, it always comes across as genuine. He constantly addresses his audience as a bunch of peer-like friends, as opposed to distant, genuflecting fans. He's certainly more than willing to make fun of himself in the process."[24] In 2015 The Verge wrote, "Love it or hate it, his success — like so many other YouTube personalities — isn't just in playing games but actually connecting and talking directly to an audience. No agent, press release, or any other intermediary. He just hit record."[74] Relating to his responsibility as a celebrity, PewDiePie has stated "many people see me as a friend they can chill with for 15 minutes a day," and adding, "The loneliness in front of the computer screens brings us together. But I never set out to be a role model; I just want to invite them to come over to my place."[9] Correlating with this note, his audience has been reported to provide positive remarks about him; some of his viewers created and contributed to a thread expressing that he has made them happier and feel better about themselves.[21] Conversely, during an informal Twitter poll conducted by one Kotaku reporter, respondents described him as "annoying" and an "obnoxious waste of time."[21] PewDiePie has also been received negatively by the media on some occasions, often being reported as an "inexplicable phenomenon."[21] Andrew Wallenstein of Variety heavily criticised PewDiePie, following his channel becoming the most subscribed channel on YouTube, describing his videos as "aggressive stupidity" and "psycho babble."[23]
According to a 2014 survey commissioned by Variety, PewDiePie along with a few other YouTube personalities have been reported to be more influential and popular than mainstream celebrities, such as Jennifer Lawrence, among U.S. teenagers aged 13 through 18.[75] His channel also appeals strongly to younger viewers, a group Google refers to as Generation C for their habits of "creation, curation, connection and community".[15][76] Paul Tassi of Forbes wrote, "PewDiePie combines charisma, energy and all-around randomness to create a goofball character with videos that make little sense to outsiders, but are catnip to his younger fanbase."[70] Chris Reed of The Wall St. Cheat Sheet commented on the divisive opinions on PewDiePie: "The great divide in opinion on PewDiePie seems to be largely generational. Older people are less likely to subscribe to YouTube channels, or to pay much credence to YouTube personalities in general. Many younger viewers, on the other hand, see him as endlessly entertaining and relatable."[25]
PewDiePie has himself claimed that he dislikes being called "famous", and has been reported to live a "shy and retiring life."[8] His rise to fame has been used as "a great example of how the emerging society gives extensive opportunities to individuals with great ideas, courage, and, of course, a significant portion of luck as opposed to the old society."[77] Studies of the gaming community on YouTube have shown that 95% of gamers engage in watching online videos related to gaming and has been noted as an important reason for PewDiePie's popularity.[78] In 2015, PewDiePie was included on Time's list of the 30 most influential people on the Internet, cementing his influence as an internet personality.[26] Later in 2015, PewDiePie was featured on the cover of Variety's "Famechangers" issue, with the magazine ranking him as the "#1 Famechanger", or "those whose influence stands head and shoulders above the rest."[79]
Influence on video games
PewDiePie's commentaries have had a positive effect on sales of indie games.[78][80] For instance the developers of McPixel stated, "The largest force driving attention to McPixel at that time were 'Let's Play' videos. Mostly by Jesse Cox and PewDiePie."[81] PewDiePie has also been confirmed to positively influence the sales of Slender: The Eight Pages and Goat Simulator.[9][21] Although games being featured on PewDiePie's channel have reportedly contributed to their commercial success, he has stated, "I just want to play the games, not influence sales."[82]PewDiePie, along with characters from Amnesia: The Dark Descent, which PewDiePie renamed and made characters within his own commentaries were referenced to by a McPixel level designed in his honor.[83] Additionally, in the video game Surgeon Simulator 2013, the Alien Surgery stage features an organ called "Pewdsball" in honor of PewDiePie.[84][85] PewDiePie agreed to allow the developers of Surgeon Simulator 2013 to use his likeness in GOTY IDST, a showering simulation video game.[86][87] PewDiePie was also included as a NPC in the indie game, Party Hard.[88]
Income
In June 2014, The Wall Street Journal reported that PewDiePie earned $4 million in 2013;[89][90] PewDiePie confirmed on Reddit that the figures were roughly around what he actually earned.[9] In July of 2014, the Swedish newspaper Expressen reported that PewDiePie's production company, PewDie Productions AB, reported earnings of 63.7 million kr ($7.5 million) in 2014.[91][92] The Guardian commented that the reason the media was so captivated by PewDiePie's earnings is that the topic "offers a rare insight into the money being made at the top end of YouTube stardom," adding "it’s very rare for any YouTube creator to talk about their earnings publicly, not least because YouTube itself does not encourage it".[30] Although outlets agreed that PewDiePie's income was sizable, and even "remarkable",[93] PewDiePie appeared at the top of Forbes' October 2015 list of the richest YouTube stars with a reported $12 million earned in 2015.[94] Relating to the earnings, Forbes commented that "$7 million may well seem like an astronomical figure to a 25 year-old who just wants to make friends and play videogames, but it’s a wildly insubstantial figure for the size of his audience and influence."[95]On the topic of his earnings, PewDiePie stated that he is "extremely tired of talking about how much I make. In the very few interviews I've made, it doesn't matter how long we've talked to each other, the headline is still just about my paycheck."[96] After extensive media coverage of his earnings, Kjellberg posted a video, expressing his frustration at the extensive media coverage over his income. In the video he claimed, "We did raise a million dollars for charity, and very few articles picked up on that, but here it is everywhere how much money I make," adding, "It seems like the whole world cares more about how much money I make than I do myself."[97] Relating to his source of his income, PewDiePie stated: "I think that's what's cool about YouTube: That anyone could technically do it, right? Surely if I didn't exist, there would be someone to fill my place."[98]
Marketing campaigns
Beginning in April 2014 and spanning into August, Kjellberg, along with his girlfriend Marzia Bisognin, began a marketing campaign for the Legendary Pictures film As Above, So Below.[99][100] Kjellberg's videos for the marketing campaign included a miniseries featuring him participating in the "Catacombs Challenge". The challenge involved Kjellberg searching for three keys in the catacombs to open a container holding "the Philosopher's stone."[101] Kjellberg and Bisognin's videos were able to earn nearly 20 million views.[102] Maker Studios, which Kjellberg and Bisognin are represented by, brokered the ad deal between the two and Legendary Pictures.[101] In January 2015, Mountain Dew partnered with PewDiePie to launch a fan fiction contest, in which winning fan fictions will be animated into video formats and then uploaded onto his channel.[103] In the same month, a quote from him was used by Techland on Dying Light posters.[104] The quote, which read, "I love this game. It's sooo awesome!", spread controversy as it came from a seemingly advertorial video, featuring him playing Dying Light.[105] In response to the issue, PewDiePie tweeted, "I love this game. It's soooo awesome! - IGN."[106] When another Twitter user mentioned the issue, tagging PewDiePie in their tweet, he responded, "I dont even remember saying this."[106]Despite these partnerships, PewDiePie maintains that he conducts very few promotions and works with few brands.[9][107] Additionally, PewDiePie posted on Reddit, "I make more than I need from YouTube," adding, "with that freedom, but also to respect my fans for making that possible, I don't end up doing many endorsements."[108] On this topic, PewDiePie has claimed that it is disappointing when a large chunk of people misinterpret a component of his character; he states, "if I mention on Twitter that I find this or that Kickstarter project cool, people immediately start to ask what economical interests I might have in it. Things like that can bring me down. But it's not personal; some people just prefer to believe the worst about others at any given time."[9]
Relationship with YouTube networks and programs
PewDiePie's channel is under Polaris, a gaming network, part of Maker Studios, a multi-channel network that drives the growth of the channels under it.[15][109][110][111] Despite being signed under a network, PewDiePie refuses to hire an editor to help him with his video output, stating "I want YouTube to be YouTube."[51]PewDiePie has expressed disdain with Machinima, a rival YouTube network that he had been signed with prior to Maker Studios.[112] Feeling frustrated with how Machinima treated him, PewDiePie hired a lawyer to free him from his contract with the network.[113]
In October 2014, PewDiePie began hinting at the possibility that he might not renew his contract with Maker Studios upon its expiration in December 2014.[114] Reports that covered this information also added that PewDiePie expressed his frustrations with the studio's parent company, Disney; PewDiePie was quoted saying, "The fact that Disney bought Maker Studios doesn't really change anything for me. If I ask for help, they reply, but that's all the contact we have. We'll see what happens."[113] Rather than re-sign with Maker, PewDiePie has mulled the option of launching his own network, although he has declined to provide in-depth details on the subject.[9][115] However, in light of news outlets reporting his disinterest with Maker, PewDiePie tweeted, "I feel like I was misquoted in the WSJ and I'm really happy with the work that Maker has been doing for me."[116]
In early 2015, Nintendo launched its Creator Program, in order to share revenue with YouTube video creators who feature gameplay of their products in videos.[117] PewDiePie joined various gamers in criticising the programme.[118][119] PewDiePie called the program a, "slap in the face to the YouTube channels that does focus on Nintendo game exclusively, adding, "The people who have helped and showed passion for Nintendo's community are the ones left in the dirt the most."[119] Despite criticisms from PewDiePie and other gamers alike, Nintendo experienced more requests from YouTube creators than expected, causing an extension on the 72-hour wait time for video approval through the program.[118] Additionally, PewDiePie, stated, "I'll still play Nintendo games that I want to play on my channel as usual. I'm lucky to be in a situation where losing ad revenue on a few videos wont matter. However, many people on YouTube are not in that situation."[120] Ultimately, the focal point of criticism is toward the approval of a video which Nintendo has to administer, and may be motivated by biased intentions.[120]
Revelmode
In January 2016, PewDiePie announced a partnership with Maker Studios to produce Revelmode, a sub-network of Maker, that would showcase PewDiePie and his friends on YouTube in original series.[121] The head of Maker Studios, Courtney Holt, stated "We're thrilled to be doubling down with Felix," after the deal.[121] Along with PewDiePie, other YouTubers initially signed to the network included CutiePieMarzia, CinnamonToastKen, Dodger, Emma Blackery, Jacksepticeye, Jelly, Kwebbelkop, and Markiplier.[121]Charities
PewDiePie's popularity has allowed him to stir support for fundraising drives.[122] In February 2012, PewDiePie ran for King of the Web, an online contest. He lost the overall title, however still became the "Gaming King of the Web" for the 1–15 February 2012 voting period.[123] During the following voting period, PewDiePie won and donated his cash winnings to the World Wildlife Fund.[124][125] He has raised money for the St. Jude Children's Research Hospital.[12][124]PewDiePie also began a "Water Campaign" charity, where his fans could donate money to Charity: Water, in celebration of reaching ten million subscribers.[126] PewDiePie also contributed one dollar to the charity for every 500 views the video announcing the campaign accumulates, up to a maximum of $10,000.[127] PewDiePie had the stated goal of raising US$250,000, at the end of the drive, the amount raised was $446,462.[124][128][129] In June 2014, PewDiePie, announced that a fourth charity drive for "Save the Children" raised over $630,000, surpassing a $250,000 goal.[130] In an interview with the Swedish magazine Icon, he has expressed desire to continue these drives as time goes on, and also credited John and Hank Green as two individuals who gave him the idea of making unique videos for charity.[9] These videos are purchased by game manufacturers and advertisers, for prices ranging up to $50,000.[9]
Appearances in other media
Aside from his own YouTube channel, PewDiePie has made appearances in the videos of other YouTube creators and series. In April 2013, he made a cameo in an episode of Epic Rap Battles of History, portraying Mikhail Baryshnikov.[131] In July 2013, PewDiePie starred alongside Anthony Padilla and Ian Hecox of Smosh, as well as Jenna Marbles, as guest judges on the second season of Internet Icon.[132] PewDiePie also appeared in the 2013 and 2014 editions of YouTube's annual year-end Rewind series.[133][134]In June 2014 Sveriges Radio let Kjellberg host an episode of the radio show Sommar i P1.[135] The episode was recorded in both Swedish and English; the Swedish version was broadcast 9 August 2014 in Sveriges Radio P1, and the English version was published online,[136] on a dedicated server with extra capacity to avoid crashing the Sveriges Radio server.[137] The link to the Swedish version of the broadcast was shared over 3,500 times, and the link to the English version was shared about 49,000 times.[138]
In December 2014, PewDiePie guest starred in two episodes of the 18th season of South Park, one of his favourite series. The two episodes served as a two-part season finale. The first part, titled "#REHASH" aired on 3 December, while the second part, titled "#HappyHolograms", aired on 10 December.[139][140] In the episodes, he parodied himself and other Let's Play commentators, who added commentary over Call of Duty gameplay in an overly expressive way. In "#REHASH", the character Kyle wonders why his brother and his brother's friends favour watching others comment on events over experiencing events themselves.[139]
In July 2015, PewDiePie was announced as a voice actor in the Vimeo fantasy series, Oscar's Hotel for Fantastical Creatures.[141]
In October 2015, PewDiePie appeared as a guest on The Late Show with Stephen Colbert; PewDiePie's charm and Colbert's interviewing skills were well received by online media outlets.[142][143]
Other ventures
On 24 September 2015, PewDiePie released his long-awaited video game PewDiePie: Legend of the Brofist on iOS and Android. The game is developed by Canadian game developer Outerminds in collaboration with Kjellberg himself.[144][145]Penguin Group released PewDiePie's This Book Loves You, a parody of self-help books, on 20 October 2015.[69] The book includes a collection of aphorisms, jokes, and wisdom, paired with visuals.[146]
Personal life
Kjellberg is originally from Sweden[1] but moved to Italy to live with his girlfriend, Marzia Bisognin (CutiePieMarzia);[6] she is also a YouTube personality.[8][147] The two were introduced to each other through a friend of Bisognin's in 2011, and after establishing an online friendship, Kjellberg flew to Italy to meet her.[8]The two shuffled between Sweden and Italy, before settling in Brighton, England.[8][148] Kjellberg moved to the UK in July 2013 for better Internet connectivity.[149] Kjellberg admits that he enjoys living in Brighton, as he is able to live in general anonymity, adding that one of the reasons he has not moved to Los Angeles is, "Anytime I'm there, people are constantly patting you on the back, telling you how great you are. It fucks with your brain. I started YouTube because I was bored, not to become famous."[20]
Kjellberg has stated on Twitter[150] and in one of his videos that he is an agnostic atheist.
youtube link
https://www.youtube.com/user/PewDiePie
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