Popular YouTuber David Dobrik has explained his long-standing frustrations with creators who ‘overhype’ their new releases - especially when it comes to videos and music.
Hyping something up is a common practice on YouTube, considering that creators are usually able to translate their following on the video uploading platform to other social media websites.
Yet, some creators arguably go overboard with their hype, especially when it’s something pretty meaningless as a new video. It is something that David Dobrik has, repeatedly, taken issue with as he isn’t a fan of hyping things up before release - as it can come back to bite you.
“I hate when people hype up things,” started the vlogger during the 105th episode of his VIEWS podcast. “If you’re working on a song or if you’re working on anything, like why do you hype up anything?”
His pal Jason Nash chimed in, adding that some hype goes too far - with how some YouTubers liken their future releases to “fucking dying.”
Dobrik continued in his disbelief of how hype could reach such high levels, adding: “How could you possibly fucking say that? How can an artist go ‘you guys are going to fucking lose it when you hear this song’? How can you possibly say that?”
[Timestamp for mobile viewers of 19:22]
While Nash tried to compare it to the wider music scene, with Kanye West’s confidence being brought up as a talking point, Dobrik still wasn’t buying it. “That’s crazy. I don’t care if Kanye West says it. I don’t like when anybody says that,” replied the YouTube star, continuing his rage at his fellow creators who overhype things.
However, he was able to separate the difference between YouTube and other fields - with Rap and combat sports being two notable examples - as their “aggressive” marketing can be acceptable. "If you hype up a song, people are expecting so much," he added. "My favorite is to under-promise and over deliver. That's the best."
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Despite Dobrik’s opinion and harsh words, it’s not going to stop YouTubers bigging up their own products in the hopes of racking up clicks, views, and subscribers. It’s all a part of the marketing game, after all.