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THE INFLUENCE OF EMMA CHAMBERLAIN

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Emma Frances Chamberlain is an American social media influencer, with most of her influence coming from YouTube, in which she has nearly 10 million subscribers to her channel. Chamberlain was born on May 22, 2001, in San Bruno, California. She is an only child whose parents divorced when she was only five years old. Chamberlain began watching YouTube videos at age 6, in an attempt to “connect with other people and see what they were up to” (Bromwich, 2019) and eventually making YouTube videos turned out to be a career for Chamberlain. Chamberlain would make videos for her classes when she was in school, and she showed a keen interest in videography. In tenth grade, her friends would make trap remixes of classic Christmas songs, and she would make dances to the songs, film it and post it on her finsta – a private Instagram account for only friends and family to see. At the beginning of 11th grade, Chamberlain decided to drop out of school because she had stopped enjoying school, making her depressed. Her father told her to find something outside of school that she was excited about, to which she replied nearly a week later, “I want to start a YouTube channel.” Chamberlain posted her first video to Youtube on June 2, 2017, and a month later, her video on a dollar store haul went viral. Chamberlain’s first significant endorsement was in 2018 for a shopping app named Dote. Dote paid for Chamberlain to travel across the world, most notably her trip to Texas and Fiji, and they also released a clothing line that Chamberlain designed. Emma Chamberlain's clothing brand was called Low Key / High Key by Emma, which was wildly successful (Celebrity Net Worth, 2020). Chamberlain severed ties with Dote towards the end of 2018 due to multiple controversies associated with Dote. Her next

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venture was with Crapeyewear, who partnered with Chamberlain to design sunglasses and create brand awareness through her YouTube videos. Emma Chamberlain is very passionate about coffee. At only 18 years old as an influencer and entrepreneur, she released her own coffee company named Chamberlain Coffee on December 22, 2019. At the time of the launch of Chamberlain Coffee, Chamberlain herself had around 8 million subscribers on YouTube and 9 million followers on Instagram, so she had multiple platforms to market her product on. Chamberlain herself said that “Chamberlain Coffee is created on the basis of sustainability, authenticity, transparency. No pesticides. No bullshit.” (Fitzgerald, 2020), which may be one of the reasons Chamberlain Coffee has been so successful. In September 2019, YouTube and Louis Vuitton co-partnered with Emma to launch LV TV (Weiss, 2019). Chamberlain starred in a commercial for the Louis Vuitton Cruise, and in May 2019, Louis Vuitton sent Chamberlain on the Louis Vuitton Cruise to attend a fashion show and take pictures for her Instagram account. Although Emma Chamberlain accurately fits the description of a social media influencer, she says she doesn’t want to be called an influencer because she thinks “the word ‘influencer’ is kind of disgusting” (Chamberlain, 2020), to elaborate, Chamberlain, says "Let’s use me as an example: If someone is calling me an influencer, they’re saying that my job is to influence, and I don’t think that’s true. I prefer to entertain and be a friend. I don’t want to influence." (Kim, 2020). Emma Chamberlain is very genuine in her videos. She has been very open about her struggle with acne and how she was on Accutane – a medication prescribed to severe

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acne people. Chamberlain’s honesty and mass influence in her videos landed her a partnership with Bliss skincare in August of 2020, and because Chamberlain is so authentic, she would not endorse or sponsor products that did not work well for her. Chamberlain’s partnership with Bliss is an excellent example of a thriving influencer-brand partnership because the company Chamberlain is endorsing is relevant to her own experience of struggling to find a good skincare product to clear up acne (Morgan, 2020). In August 2020, Chamberlain confirmed her relationship with Tucker Pillsbury, also known as music artist Role Model, on TikTok. Although her boyfriend is not a business partner, Pillsbury’s relationship increased his songs’ streams on Spotify (Chamberlain, n.d). In Chamberlain's YouTube video “I GOT A PUPPY???” posted on February 20, 2019, she said, “I  haven’t showered in a week and do I care? Nope.” and people started calling Chamberlain gross and saying that she probably smells bad (Staley, 2019). That one thing she said nearly a year ago caused many to stop being a fan of Chamberlain. However, people didn’t know that Chamberlain has depression and struggled with an eating disorder and body dysmorphia (Bernardini, 2020). When Chamberlain said she didn’t care that she didn’t shower for a week, she was very depressed at the time, but she still wanted to create genuine content for her fans. Despite having some haters who say Emma Chamberlain is lazy and gross, she is a beautiful young woman, and her success at such a young age is undeniable. As of November 2020, Chamberlain has 9.68 million subscribers on YouTube, 11.4 million followers on Instagram and 8.8 million followers on TikTok. Chamberlain had a Twitter account for many years; however, she deactivated her

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Twitter account when the US presidential election results were coming in (November 8) after rumours that she influenced the election/ advertised for Biden's campaign (Chamberlain, n.d). Chamberlain currently has an IGTV series on Instagram, Styled By Emma where she gives everyday people who don’t typically focus on fashion a stylish makeover. Her IGTV series allows her to make video content on Instagram while still making YouTube videos and posting on TikTok in her spare time. Whether you love her or hate her, Emma Frances Chamberlain is an unproblematic and authentic businesswoman whose success is uncanny.             

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References

Bernardini, G. (2020, April 20). Emma Chamberlain Opens up About Her Struggles With an Eating Disorder. Distractify. https://www.distractify.com/p/emma-chamberlain-eating-disorder.

Bromwich, J. E. (2019, July 9). The Evolution of Emma Chamberlain. https://www.nytimes.com/2019/07/09/style/emma-chamberlain-youtube.html.

Emma Chamberlain Net Worth. Celebrity Net Worth. (2020, May 15). https://www.celebritynetworth.com/richest-celebrities/authors/emma-chamberlainnet-worth/.

Fitzgerald, A. (2020, October 16). Gen Z Trendsetter Emma Chamberlain Spills The Tea On Her Newest Coffee Venture. Forbes. https://www.forbes.com/sites/alissafitzgerald/2020/10/16/gen-z-trendsetter-emm a-chamberlain-spills-the-tea-on-her-newest-coffee-venture/?sh=7e0b644ffef3.

Kim, Y. (2020, January 9). Emma Chamberlain Says Her Celeb Crush is Timothée Chalamet and I Relate So Hard. Seventeen. https://www.seventeen.com/celebrity/a27354585/emma-chamberlain-facts/. Morgan, A. (2020, September 2). Seeking Sales in New Channels: The Effectiveness of Influencer Marketing. Scholar Commons. https://scholarcommons.scu.edu/engl_176/49/.

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Staley, W. (2019, March 19). The Downfall of Emma Chamberlain. THE EYE. https://saseye.com/2019/03/19/the-downfall-of-emma-chamberlain/.

Weiss, G. (2019, September 20). Louis Vuitton Launches 'LV TV' YouTube Series With Emma Chamberlain, Dolan Twins, More. Tubefilter. https://www.tubefilter.com/2019/09/20/louis-vuitton-lv-tv-emma-chamberlain-dol ans/.

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