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Logan Paul Suicide Forest Scandal Logan Paul Suicide Forest Scandal Profit over Privacy? Profit over Privacy? Abstract In the age of YouTube once a star is born does their downfall solely come at the hands where it all began, YouTube, or is it more complicated than that? This case study looks at YouTuber Logan Paul and his controversial vlog that led to outrage, removal, an apology, and attempt to regain what was lost in it all. Further, this case dives into just how lucrative and enormous an individual can make it on a platform open to everyone, and how by one video can bring large shockwaves. Overview ● Popular YouTuber Logan Paul visited Japan in December 2017 ● While in Japan, he and several friends created video content while traveling ● On a visit to Aokigahara Forest, Paul and friends discovered a recently deceased man in the forest ● Paul recorded and uploaded a video featuring the body, sparking public outrage towards him as well as YouTube itself ● Paul remains an enormous presence on YouTube and social media (Paul, 2018) (Abramovitch, 2018) Background: Logan Paul ● 23 years old, originally from Westlake, Ohio → currently LA ● Gained popularity on Vine along with brother Jake ○ Established young and large fanbase moving into YouTube ● YouTube success post-Vine ○ Currently stands at 18+ million subscribers ○ 4.1 billion total views ○ Fanbase primarily aged 8-14 ● Past controversies ○ Public fight with brother Jake ○ Pretended to get shot in front of children ● Young audience ○ Many question his responsibility on the platform (Abromovich, 2018) Logan Paul Background ● Clothing brand ○ Adds to monthly earning ○ Establishes brand Logan Paul Trip to Japan Background: YouTube Mission statement: ● Created in 2005, free website to “Our mission is to give everyone a voice and show produce and share content them the world” ○ Has changed drastically over the years ● Influencers create consistent video content, gaining a large audience Core Values through subscribers 1. Freedom of Expression ○ Monetized videos make individual & YT 2. Freedom of Information money 3. Freedom of Opportunity ○ Brand deals, merchandise, overall fame 4. Freedom to Belong ○ Billions of views daily (YouTube, 2018) Situation Analysis Paul uploaded a viral vlog featuring a dead body during his stay in Japan ● Garnered about 6 million views upon initial release ● Released immediate backlash with from both Paul and YouTube Received backlash from publishing content because ● Disregarded victim’s privacy ● Paul’s and his companions’ reactions failed to acknowledge the severity of the situation ● Ended with a PSA about suicide awareness that wasn’t well received Timeline Paul uploads the first vlog of his “Tokyo Paul uploads the controversial vlog called Paul uploads an apology video on his channel Adventure” series during his stay in Japan We found a dead body in the Japanese Logan Paul Vlogs and continued to receive even called Kicked Out of Japan! (i’m sorry). Suicide Forest…This is not clickbait more backlash on social media after the upload. December 29, 2017 December 31, 2017 January 2, 2018 December 30, 2017 January 1, 2018 Paul uploads a follow up vlog on his Japan trip YouTube makes Paul delete his vlog. He then for his Tokyo Adventure” series called We proceeded to make a Twitter apology. Fought in the Middle of Tokyo. Paul makes a comeback to his Logan Paul Vlogs YouTube channel after his month long hiatus uploading a video called Suicide. Be Here Tomorrow. by bringing awareness to suicide through interviewing a survivor. January 24, 2018 January 3, 2018 February 4, 2018 Paul makes an announcement on his Twitter saying Paul makes an official comeback to daily vlogging on that he will be taking a break from YouTube and his Logan Paul Vlogs YouTube channel addressing daily blogging, tweeting that he is "taking to time his absence and how he is going to move past and reflect." grow from his experience after dealing with the scandal. Logan Paul’s Response ● Twitter apology (one day after) ● Youtube Apology ○ https://www.youtube.com/watch?v=QwZT7T-TXT0 (Paul, 2018). ○ Criticized for his apology video YouTube’s Response ● Criticized for response ○ No indication that this video violated their rules in statement ● Not taken down by YouTube ○ Left on opening page of website for 48 hours ● “Borderline Case” (Logan Paul’s) ○ Youtube’s Chief Business Officer ● Ended future projects with Paul ○ Google Preferred Program Public Response ● Viewers, fans, YouTubers, celebrities responded to video ● Criticized Logan Paul and YouTube ● “Kandee Johnson” (Hodge, 2018). Business impact ● Logan Paul Vlogs Source: Social Blade ○ 18 millions subscribers, 4 billion total views ● TheOfficialLoganPaul channel ○ 1.7 million subscribers, 80 million total views ● Fourth highest paid YouTuber (Forbes 2017) ○ $12.7 million Business impact continued ● YouTube response ○ Google preferred ○ Fourth season of FourSome ○ Thinning: New World Order Source: maverickbyloganpaul.com ■ October 2018 ● TheOfficialLoganPaul & Logan Paul Vlogs ○ $95,000 & $6.6 million a year ● Maverick Brand ○ High net margins ● Partnerships ○ HBO, Hanes, Bic, Dunkin’ Donuts, Nike, Verizon, Pepsi ■ Millions each year Source: IMDb Logan Paul: Today ● Remains a huge influencer on YouTube and other platforms ○ 86th most subscribed channel ○ 68 million views in the past month ● No longer uploads daily videos, but creates content often ● Fought YouTuber and boxer KSI earlier this year KSI Fight, Interview with 2018 YouTuber Casey Neistat, 2018 ● Plans to create a documentary about the scandal and how it has impacted his life and career (Savov, 2018) References Abramovitch, Seth. (2018, 31 Oct). “Logan Paul Would Like One More Chance: ‘I Hate Being Hated.’” The Hollywood Reporter. www.hollywoodreporter.com/features/how-youtubes-logan-paul-reveals-plan-redeem-himself-1156187. Berg, M. (2018, January 11). Logan Paul May Have Been Dropped By YouTube, But He'll Still Make Millions. Retrieved from https://www.forbes.com/sites/maddieberg/2018/01/11/logan-paul-may-have-been-dropped-by-youtube-but-hell-still-make-millions/#6403dd ea14fe Hodge, Kyle. “YouTube Stars React to Logan Paul's ‘Suicide Forest’ Video.” Highsnobiety, Highsnobiety, 3 Dec. 2018, www.highsnobiety.com/p/logan-paul-suicide-forest-youtube-reaction/ Paul, Logan. FAKING MY OWN DEATH PRANK! crazy reaction! YouTube, Logan Paul Vlogs. 25 April. 2018, https://www.youtube.com/watch?v=5VUz2tuGT3s Paul, Logan. Suicide: Be Here Tomorrow. YouTube, Logan Paul Vlogs. 24 Jan. 2018, https://www.youtube.com/watch?v=oWjxSkJpxFU&t=42s&bpctr=1543899686 Paul, Logan, director. So Sorry . YouTube, Logan Paul Vlogs. 2 Jan. 2018, www.youtube.com/watch?v=QwZT7T-TXT0. Rice, N. (2018, January 05). Logan Paul Suicide Forest Video Controversy: A Timeline of Events. Retrieved from https://www.billboard.com/articles/news/8092840/logan-paul-suicide-forest-video-controversy-timeline Savov, Vlad. “The Logan Paul vs. KSI Fight Exposed an Ugliness That's Older than YouTube.” The Verge, The Verge, 27 Aug. 2018, www.theverge.com/2018/8/27/17785762/logan-paul-ksi-fight-winner-result-youtube..
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