News - 18/08/2014

Pitbull calls on YouTube stars for “Fireball” video

Pitbull calls on YouTube stars for “Fireball” video


Jenna Marble, Brittany Furlan and Bart Baker walk into a room…. it could be the beginning of a joke for those initiated to the latest wave of YouTube celebrities, but instead it’s the list of personalities that US rapper Pitbull has enlisted to take part in the video shoot for “Fireball.”

According to Variety, the video was being shot this past Sunday (August 17th) in Los Angeles and will have a ‘50s Cuban club look.

This is not a bad move by Pitbull since Jenna Marbles alone counts almost three times more YouTube subscribers than the rapper’s VEVO channel - 12.7m vs 4.8m.

It would also allow him to reach a younger demographic that may not necessarily be a fan, a recent survey has shown that for teenagers YouTube stars are more popular than Hollywood stars, something that is bound to have increased their bargaining power in the US celebrity circuits.

Can this tactic be replicated by others? It's hard to say, but as "novelty" factor wears off it's unlikely that other stars making use of YouTube celebrities in their videos will generate the same amount of press that Pitbull has.


(Andrea Leonelli)

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