The Controversies that Shaped PewDiePie's Career

Introduction

PewDiePie, born Felix Kjellberg, is one of the most recognizable faces in the gaming community and on YouTube. Throughout his career, he has faced several major controversies that have not only tested his public persona but also significantly impacted his brand. This article explores these controversies in detail and examines how they reshaped his reputation and influence in the digital space.

Details

• The "Death to All Jews" Incident (2017)

  • PewDiePie used a racial slur during a live stream while playing PUBG, leading to widespread condemnation.
    • • Major media outlets reported on the incident, labeling him as a racist.
      • PewDiePie issued an apology, stating it was a slip of the tongue that did not reflect his beliefs. *
  • Impact on Brand:
    • Fallout included severed ties with Disney and YouTube Red, which affected his revenue.
    • Raised discussions on the influence of streaming and gaming personalities.

• Nazi Symbolism and "Subscribe to PewDiePie" (2019)

  • During a live stream, one of PewDiePie’s fans displayed a Nazi symbol in a public setting, which was incorrectly linked to him.
    • • The phrase "Subscribe to PewDiePie" became a rallying cry in a series of tragic events, including a mass shooting in Christchurch, New Zealand, resulting in further backlash. *
  • Impact on Brand:
    • PewDiePie distanced himself from the act, calling it horrific and condemning the use of his name in such contexts.
    • Nevertheless, many brands reconsidered their association with him amidst the controversy.

• David Dobrik Collab and Content from Past (2020)

  • PewDiePie collaborated with David Dobrik despite previous unfounded accusations of racism against Dobrik, stirring additional controversies.
    • • Critics called out his continued collaborations with controversial figures in the YouTube community. *
  • Impact on Brand:
    • This association ignited debates within the community, impacting fans' perception of PewDiePie as someone who shields problematic figures.
    • Led to calls for accountability within influencer culture.

• YouTube Adpocalypse (2017)

  • PewDiePie's workforce faced significant backlashes due to his content, starting the wider issue of advertiser concerns on YouTube.
    • • Advertisers pulled funding from YouTube due to explicit content and hate speech concerns, affecting all YouTubers. *
  • Impact on Brand:
    • His brand saw reduced ad revenue for all creators, putting pressure on PewDiePie to self-censor his content.
    • Sparking further dialogue on the responsibilities of creators towards their audience and sponsors.

• Retirement Announcement and Content Changes (2020)

  • In 2020, PewDiePie hinted at quitting YouTube, citing burnout and the pressure of creating content amidst ongoing controversies.
    • • Stated that he wanted to take a step back to focus on personal projects and his mental health. *
  • Impact on Brand:
    • This created concern among fans for his well-being, displaying his vulnerability and human side, which evolved his brand from just gaming to a more relatable persona.
    • Expanded discussions on mental health within the creator community.

Conclusion

PewDiePie's career has faced numerous controversies that have shaped his brand significantly. From serious accusations of racism to issues surrounding collaboration with controversial figures, these events catalyzed discussions around responsibility and accountability in the entertainment industry. While these controversies have occasionally tarnished his image, they have also contributed to a more nuanced understanding of influencer culture and the burdens it can place on creators, ultimately transforming PewDiePie from a simple gaming commentator to a complex figure in contemporary digital discourse.