She's the antidote to perfectly polished influencer culture, and her millions of followers have responded with adulation –and relief.
YouTube star Emma Chamberlain has made a name for herself by being everything social media isn't: raw, real, unfiltered. She's the antidote to perfectly polished influencer culture, and her millions of followers have responded with adulation –and relief.
A few hours after our SoulCycle class, I meet Chamberlain at the Wilshire Boulevard studio where she records her podcast,On the show, which she started in April, she poses a question—Why do we hiccup? Why do bats hang upside down?—and talks through her best guesses before revealing the answer. We’ve both showered, and she’s changed into a cropped white sweater with a fresh stain dribbled down the front. “I’ve already spilled coffee on myself,” she declares as she walks into the studio.
In high school, she struggled with depression on and off, and at the end of her sophomore year, in 2017, she got hit with a particularly bad bout. She didn’t want to see anyone, didn’t want to leave the house. “I don’t want to upset or trigger anyone,” she tells me, her eyes flicking down at my audio recorder, “but I had no will to live at all.” She cried every time she went outside. It mystified her because she didn’t really have anything to be sad about.
In another popular video, she drives to fast-food restaurants to try out vegan offerings. Jack in the Box’s teriyaki bowl, she concludes, “smells like cow manure” and has “an undertone of, like, sock.” It has more than 10 million views. In another, she sucks helium balloons before road-tripping to L.A. to look at apartments with her mom. In between, she dyes her hair an accidentally-too-dark shade of brown. That one, uploaded in June 2018, has more than 12 million views.
In July, Snap, the maker of Snapchat, announced it had tapped Chamberlain and other YouTubers, along with Serena Williams, Kevin Hart, and Arnold Schwarzenegger, to produce content for “creator shows” that will stream on the platform. She also has a line of merch, including an appropriately zany T-shirt depicting her as a centaur clasping an iced coffee. She won’t say how much she’s making from her ventures but concedes her work more than sustains her financially.
Tank by Re/Done; jeans by Isabel Marant; shoes by Sergio Rossi; necklace by Suzi Roher; cuff by Miansai. Chamberlain is growing up in front of the camera. And unlike the followers of child stars from generations past, her fans have a direct window into how she’s changing and a platform to comment on it directly. Throughout our time together, she frequently brings up her trolls. “Social media in general can be really, really fucking...” she shakes her head. “It can really tear you apart.” Strangers leave nasty comments on her videos and tweet terrible things at her.
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