Several known Buzzfeed Creators have left the company’s toxic culture
by beginning a career as YouTubers. They hoped that their Buzzfeed audience would migrate to
support their company-independent channel. Often represented as a move towards independence
by creators, cultural production research (Nieborg & Poell, 2018; Burgess et al. 2020)
has shown that creators are platform and audience dependent for viability. Therefore, we are
questioning whether being an (in)dependent YouTuber would be more precarious than being an
employed Buzzfeed creator. How does the migration from Buzzfeed to YouTube creator offer
both independence and a host of new contingencies? Situating a content and discourse
analysis of “Why I left Buzzfeed” YouTube videos and comments within academic and popular
discourse, we understand these videos as sources of ‘gossip’ (Bishop, 2018) defined as
“loose, unmethodological talk that is generative” (2590). Gossip can be beneficial to
ex-Buzzfeed creators building on their Buzzfeed association to boost algorithmic visibility.
Additionally, gossip is a valuable form of knowledge exchange for content creators to stay
informed on discourse, support one another, and communicate their perspective on former
Buzzfeed content. Gossip also allows us as researchers to break through the blackbox of
YouTube content creation to better comprehend precarity as multifaceted. We hypothesize that
creators have to balance different aspects of precarity depending on Buzzfeed as employer or
YouTube as distributor. The imaginary of independence is a false friend as both employed and
self-employed creators are dependent on platform governance and their platform public
(Mniestri & Gekker, 2020) for success.