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BG Media), and it turned out Little T wasn't the only child rapper from Blackpool. The freestyle came from a channel called Blackpool Grime Media (a.k.a. He called it, "This Week on the Internet." Little T’s freestyle was going to be gold dust. His videos had a simple formula, and one quite common on YouTube: He filmed himself making fun of the weirdest and most shocking stuff he could find on the internet. He survived his first year at of college on around £10 a week, using £600 of his student loan to buy a Nikon camera, £400 for other equipment, and £25 on a large photo canvas of Alan Shearer, which he put in the background of all his videos (he likes to reference the North as much as possible). He'd grown up during the early era of YouTubers-before ad revenue and monetization became as big as they are today-and had always dreamed of becoming one. Lenney had been making videos in his spare time since he was 14, and had a modest 15,000 subscribers. The boy called himself Little T, had a thick Lancashire accent, and opened his freestyle with the line: "Yo, yes, light the bifta, I'm gonna rape your little sister." It was a freestyle rap called "Road Rage" by a 13-year-old boy from Blackpool. Someone had retweeted a link to a YouTube video on his timeline. It was the end of his first year studying a degree in automotive engineering. One day in 2016, he was sitting in his student halls at Loughborough University, scrolling through Twitter and getting ready to head back home for the summer. Lenney's entire career hangs on the balance of one tweet, and it wasn’t even his. "My roommate is a YouTuber, too, and she sells glitter." Another YouTuber, Memeulous, lives on one of the floors below. "That isn't me," says Lenney, clocking me as I look around. There are strips of sparkling pink plastic hanging from the wall, sequins draped across lamps, and a glass filled with glitter on the dining table. Inside, the apartment is plush and minimal. He's never spoken to them, except for an official noise complaint letter that came through his mailbox via their lawyers after a house party. "They hate me," he says, laughing and pointing at his neighbors' door on the way into his. He also has a second channel with nearly 500,000 subscribers, as well as a fast-selling line of merchandise featuring pictures of his dog Darcey and his tongue-in-cheek marketing slogan "subtoWillNE." At 21 years old, he is a self-made entrepreneur. His channel, WillNE, now has more than 1 million subscribers. Lenney moved here from his parents' house in Whitley Bay, England, in January 2017, as his YouTube career exploded. "Y'arite mate!" he says with a cheery Geordie accent and a huge grin. He's wearing a baseball cap from Drake's OVO label and a Supreme hoodie. After ten minutes, Lenney comes wandering out of the elevator. Security eyes me up as I wait in the pristine ground floor lobby of a 43-story tower block. It's 11:25 AM, and I'm in Canary Wharf, the dark heart of London's turbo regeneration. In a survey of more than 13,000 British elementary school children (one of the largest of its kind), kids were asked to draw a picture of the job they want when they grow up. Over in Davos, Switzerland, at January's World Economic Forum, a report titled "Drawing the Future" was presented by the Education and Employers Taskforce to senior business leaders from around the world. Ninety percent of them use it, and the majority prefer it to watching TV. Among 12- to 15-year-olds, YouTube was the most recognized content brand, ahead of ITV, Netflix, and the BBC. Two months ago, Ofcom released its "Children and Parents: Media Use and Attitudes Report" for 2017, and it contained striking revelations.
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Britain now boasts more than 250 YouTube channels with more than 1 million subscribers-channels most of us have never heard of-averaging weekly views that could rival any episode of The Apprentice or Love Island, and dwarf those of a hit children's TV show like Horrible Histories.
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There are more professional YouTubers than ever before. But just how deep-rooted YouTube culture has become in society is something we are still only beginning to understand.
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Just a few weeks ago, a boxing match between two British YouTubers-KSI and Joe Weller-attracted more viewers than the FA Cup final. You don't need to be a sociologist to understand the colossal influence of YouTube-born celebrities like Zoella and Pewdiepie. YouTubers are no new phenomenon in Britain.