'Like MrBeast, what is that? What genre would MrBeast be? It's hard to place but it's obviously hugely successful, people love it.'
James Charles' explosive response to, "No More Lies," was the seventh most-liked creator video of the year. But unlike Charles' "Makeup Tutorial en Español" that topped the most-liked beauty videos list, "No More Lies" isn't considered a beauty video by YouTube – it's now categorized as celebrity drama.
Shane Dawson's video "The Beautiful World of Jeffree Star" ranked no. 2 on the most-liked beauty videos of 2019."While James Charles does beauty videos, he is also a celebrity because of those videos," Allocca said. "This video is not a beauty video based on our methodology." What counts as beauty videos includes beauty tutorials, beauty product reviews, and the creation of beauty product lines. That's why Shane Dawson, who, placed right after Charles with "The Beautiful World of Jeffree Star," which documents the beginning of his makeup collaboration with Jeffree Star.
Allocca says the genre-bending content and the categorization of YouTubers as celebrities responding to traditional celebrity gossip point to how much the platform has evolved since the "Rewind" tradition began in 2010. "They are the people that people are discussing and talking about online, they are the people who draw huge audiences for the things they create," he said. "Shane can put out just ten videos over the course of the year and have a massive audience for all of them. You would never really see that ten years ago or seven years ago."
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