When Neistat started out on YouTube, the influencer sector was just starting to take off. Today, YouTube is still a major platform to connect with audiences, but other apps like TikTok and Instagram are galvanizing even more creators to reach audiences across the globe.
In many cases, independent creatives are operating in an entirely different landscape than 10 years ago. In a recent interview with Business Insider, Neistat explained how he has observed the shift in the world of media that now celebrates the independent creator over the mainstream.Before influencer culture was big, mainstream entities like MTV or Rolling Stone determined the legitimacy of a cultural trend or movement.
"There's nothing between the individual — the one creating the creating culture today — and their audience," said Neistat, explaining how this phenomenon helped him find fame without the legitimization of additional entities like HBO or film festivals. "YouTube has made it so I don't need studio heads or television programming directors," he explained. "I can create my content.
Today, more brands and people are taking note of this phenomenon. For example, Kanye West frequently shares news and information about his brand via his personalBusiness Insider recently interviewed Matt Steiner, the 22-year-old founder of Saint. His company's
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