Authenticity: A Creator’s Greatest Asset and Greatest Weakness?
Recent mistake draws into stark relief how any creator can find themselves in very public trouble…
It’s hard to identify a streamer or content creator who currently has a bigger platform than Ninja. We’ve already discussed his record breaking, cross-cultural mega stream with Drake and other celebrities, which was only a few weeks ago, and he recently made headlines when, during an interview on CNBC, he announced he was currently making around half a million dollars a month through revenue generated via his stream. Every day, the realm of content creators and eSports stars gets closer and closer to the mainstream, with competitors being treated more like traditional athletes by brands, and traditional streamers drawing bigger numbers and more media attention than ever before.
It’s for all these reasons that the recent controversy surrounding Ninja is so disappointing. It’s no secret that some content creators make a habit of stepping over the lines of good sense or decency. While the vast majority of creators do their best to maintain the good health of their community and content creation in general, some, instead, cultivate brands that are problematic for those with whom they share a space, advertisers, and even the content platforms themselves. But, for the most part, these bad actors aren’t difficult to spot. What makes this moment with Ninja different is that it comes at a moment of such positivity and massive growth for a creator who doesn’t make a habit of getting into trouble.
For those unaware, the controversy stems from a moment during Ninja’s stream wherein he was ad-libbing rap lyrics over a recently released track from Logic and, while getting tongue tied, used a racial epithet. He was quickly called out on social media, and even on stream, and has since apologized. Now, the degree to which his actions deserved his apology, whether the apology is enough, what amount of outrage is appropriate given his actions is a worthy discussion, but not the one I’d like to have here today. Instead, I think this moment draws into focus that while it’s easy to avoid “toxic” creators, it’s much more difficult to avoid ‘toxicity’ in its entirety.
Authenticity is one of, if not the primary draw of the streamer. Viewers have literally tens of thousands of creators to choose from when they want to watch a stream; what keeps them coming back to the same channels is that sense of connection, that they’re interacting with a real person with a real personality, someone whose company they’ve grown to enjoy. That means that every creator out there is given the same advice: ‘Be Yourself.’ Whenever creators talk, that’s the common thread: that you have to be genuine and open to establish the strong connection with your audience that makes for a great stream and great community. And, really, it’s good advice.
But, authenticity as a central virtue presents some obstacles. Streamers are outsiders, by nature, in regards to the business world increasingly surrounding the ecosystem. Those more entrenched in the traditional corporate world are used to filtering their words, their behavior, through that lens, while creators are taught to be less self-conscious. Spontaneity and confidence makes for exciting content, but when combined with inexperience, it also leads to mistakes. Ninja’s recent faux-pas is a great example of how, even at the top, with creators who have reached the top of their game, mistakes can still be made.
None of this should frighten anyone away from working with gaming influencers. One of the coolest things about making a game right now is that you get to be so interactive with your players, that there are so many talented personalities spontaneously building communities around the games they and their fans love. Streamers and creators are important because of their lack of traditional business experience, because they exist outside the world of corporations, advertisements, and public relations. The things a studio or brand can accomplish alongside a content creator far outweigh the risks, but understanding those risks is important. The better you understand your partners and the world of gaming creators in general, the more powerful your own influencer program can be.
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