From YouTube Microcelebrity to Mainstream Star with Dr Kathryn Murphy

Episode 23 of the Influencer Marketing Lab podcast where I speak with Dr Kathryn Murphy about YouTubers becoming mainstream celebrities

The Influencer Marketing Lab podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

Show notes

Welcome to episode 23 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This week I'm in conversation with Dr Kathryn Murphy from Sheffield Hallam University. Kathryn has recently completed her PhD which explored the career trajectory of YouTuber Joe Sugg from ordinary boy to mainstream star.

Podcast episode highlights

In this episode we discuss:

• Kathryn's Phd charting Joe Sugg's rise from YouTube microcelebrity to mainstream star
• How his model to success could be used as a template for other influencers to follow
• The importance of authenticity, self-branding and networking
• We ask can authenticity be performed strategically?
• And we look at the internet 'celebrification process' - Kathryn's word; not mine.

Dr Kathryn Murphy biography

Dr Kathryn Murphy is an Early Career Researcher and Associate Lecturer at Sheffield Hallam University who is interested in digital media, celebrity and influencer cultures, online identity and branding.

She recently completed her PhD which explored the career trajectory of YouTuber Joe Sugg from ordinary boy to mainstream star, interrogating the importance of self-branding, authenticity and networking practices as part of the internet celebrification process.

Twitter - @kathryndmurphy

LinkedIn - Kathryn Murphy 

Useful links

• Authenticity under threat: When social media influencers need to go beyond self-presentation 
• Profile of Dominic Smales & the future of social talent
• Profile of Dr Sevil Yesiloglu and new influencer marketing book