Essentials
72
Media
I
T IS 3 PM, AND OUTSIDE another brilliant Los Angeles afternoon beckons. But Olga Kay has drawn her blinds, leaving her living room in a semi-darkened haze.
She has been up since 8 am, though she
is still in her pyjamas and has ventured outside only briefly to walk her dog, Roxy. Otherwise, Kay sits cross-legged in front of a glowing screen, offering cheerful commentary as she navigates her way through the video game Grand Theft Auto 5. The video game marathon is not a diversion; it is her job. Kay, 31, is part of an emerging group of entertainers who are trying to make a living by producing content for YouTube. On this particular weekend, she is filming a week’s worth of segments for her online game channel, because during the week she must feed the rest of her network. Yes, network. With neither writers nor producers, she has made herself the star of five channels on YouTube that together attract roughly one million subscribers. That following helps her earn money through advertising, sponsorships and merchandise like Olga Kay knee socks. It’s a living. But it’s a frantic one. Kay, who started her entertainment career as a juggler in Russia, is a juggernaut who has turned everything in her life into material for her videos. Her living room has become a studio for Olga Kay Games, the hall space outside her kitchen is used as an editing suite, and her bedroom has been wallpapered in pink and white stripes to create a background for the taping of Mooshville, on which she gives makeup and fashion tips to her fans, who are largely young and female. There is even a channel featuring Roxy, her Shih Tzu.
© 2014 NEW YORK TIMES NEWS SERVICE
In total, she posts at least 20 videos a week to her main channels – a punishing pace. “It is very stressful,” she says. “Every morning I wake up and think, ‘What can I do that’s different that will keep me relevant for another year?’” Kay is in the vanguard of a do-it-yourself entertainment revolution, which YouTube
CHASING THEIR STAR,
ON YOUTUBE YouTube has been providing resources and incentives to help amateur video makers step up their game, but it’s a tough way to earn a living, reports Leslie Kaufman. Portfolio