Supplemental Post #7 - Josh Nallathambi

It would be just plain disingenuous of me if I didn’t spend at least one of these blog posts without analyzing the walking meme that is Jake Paul. Known for being an insanely popular yet problematic Youtube star, the younger Paul represents the next generation of stars coming up through Youtube.

Here’s a link to the iconic “It’s Everyday Bro” in case you’ve avoided youtube the last year. The song was met with widespread disapproval from the outside community, instantly becoming one the most disliked videos on the streaming site. People noted its “lackluster” lyrics and rap delivery, not going for such gems as “England is my city”. Everyone just concluded that it was a clear sign of his immaturity and spoiled entitlement. And while I’m not debating that Jake Paul or his content is Pulitzer prize worthy, I do think that the guy doesn’t get enough credit for his self-awareness and parodic sense. It’s very clear to me that Paul is not trying to become a serious rapper, but realizes that these videos are the easiest way for him to spread his brand. But because it’s not upfront parody or satire like The Lonely Island or even Lil Dicky to a lesser extent, he gets crucified for his behavior. I don’t think the reason Jake did a remix of the song with the newly freed Gucci Mane or a Christmas version because he thinks it’s a work of art. I think he understands the attention. It’s Everyday Bro generates and knows that he can build his brand by expanding on that content.

Youtube is dominated by the 8^th grade viewer who’s looking for edgy comedy while also trying to look cool like a rap star. That whole persona is basically Jake Paul. I don’t think Jake Paul really cares what adults think. He gets criticized for acting like a hyper-masculinized 12 year old but in essence he has to act like that because his target market is that age. Middle school is all about trying to look cool, and Jake Paul acts like every cool kid from middle school ever. Obviously he’s not about being a role model, but he’s very clearly about trying to become the biggest star he can be. Whether he’s just a douche in real life or just a “kid from Ohio with a dream”, who knows?