![]() ![]() The video featured at least half a dozen other Vine alums, including Logan and Jake Paul, and ended with creators smiling broadly and sliding through slime. It opened with Stephen Colbert asking Lele Pons and Lizy Koshy, two innocuous Vine stars-turned-YouTubers, to tell him about 2017 to the tune of a "Despacito" and "Shape of You" mashup. Advertisers fled.Īs a result of this fallout, there was immense pressure on the platform to make YouTube Rewind 2017 as brand-friendly as ever. Then Swedish gamer Felix Kjellberg, otherwise known as PewDiePie and the platform’s most-subscribed creator at the time, made anti-Semitic comments and defiantly sparred with the Wall Street Journal. This change impacted the earnings of some of YouTube’s most prolific and beloved creators, who watched their revenues drop as their trust in YouTube dwindled. To placate these brands, YouTube offered new filtering options that excluded wide swaths of content from running alongside ads. In 2017, YouTube faced an existential crisis: the "adpocalypse," a platform-altering debacle in which advertisers pulled their spots after discovering that they sometimes ran alongside extremist and hate content. The number of featured creators ballooned, as did the inclusion of late night talk show hosts and mainstream celebrities.īy 2016, the video opened with The Rock and closed with James Corden’s Carpool Karaoke. That often meant its most colorful creators were sidelined in favor of sanitized alternatives. As YouTube evolved into an industry juggernaut and an advertising machine, Rewind transformed from a true year-in-review into a showcase of YouTube’s shiniest, least offensive elements, a commercial for the platform itself. Every year, the budget for Rewind grew bigger, the production slicker, the references more robust. It was celebratory, self-aware, and silly. Initially a simple "top videos" list in 2010, by 2012, YouTube had debuted the Rewind format that would become standard: a recreation of the year’s top music videos, memes, and moments in vignettes that featured creators themselves. Rewind was originally a celebration of all the things that made YouTube great, a joyous community year-in-review. Instead, it became a symbol of how YouTube had lost its way, jumping the shark to the tune of "Baby Shark." The internet burned it to the ground, making it the most-disliked video in YouTube history within a week. ![]() A sore spot for creators and fans alike, 2018’s Rewind was the platform’s last earnest attempt at a year-end video that celebrated the creator community while also wooing advertisers. YouTube officially canceled Rewind in October, but the format died years ago. YouTube clarified that Escape2021 was not intended to "replace" Rewind, to which I say: tomayto, tomahto. Whoever decides to be just a little devisive, is no longer welcome in the video, independently of their actuality, relevancy or trending.The "freest platform" smells of hypocrisy and propaganda of the companies.This year, YouTube is trying something new: a 24-hour, gamified three-part interactive livestream called "Escape2021." Like YouTube Rewind, the ill-fated annual video event that preceded it, Escape2021 celebrated the year’s top content trends and featured some of the platform’s most popular creators, as well as major artists like BTS, Blackpink, Doja Cat, and Olivia Rodrigo. In the past they payed attention to creative overlaying, storytelling, and the colorful collaboration of the most creative YouTubers, while respecting and preserving they political views and personal opinions, yet these days they regularly decide to include only the most neutral ones, you haven't even heard about. While you were able to make observations a couple of years ago such as "Wow, even they participated in this!" or "Huh, I almost forgot it happened this year!", as we get closer by each day to this year's rewind, we, the viewers only have our piercing questions, such as: In theory it does work indeed, in practice it's more than terrible and just gets more and more awful each year. A short montage with which YouTube/Google pays tribute to their creators. So: A funny, accurate video about everything that you can imagine. But please forgive me, let's not jump straight into it. Sounds awesome, doesn't it? WELL, IT DOES FUCKING NOT. All in one video, describing a current year. ![]() Trends, memes, fields of videos, creators, songs. YouTube has been paying tribute in a video for over 8 years now to all of the "most important" events, that made the YouTuber's world unforgettable. The Youtube Rewind getting worse and worse every year. ![]()
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