THE MANY FACES OF EMMA
You may or may not know Emma Chamberlain, but you’d definitely know the Emma Chamberlain style of vlogging. The content—Emma reviews vegan fast food; Emma preps for Coachella; Emma gets a nose piercing—is almost beside the point. The style is the key; the appeal is in the authenticity. In her videos, she speaks directly to her audience, delivering her monologues in a fast-paced, stream-of-consciousness, and unvarnished manner. Bloopers not only make the cut, but are also played big for laughs; her timing is impeccable and her camerawork, unpretentious; she zooms in close on her (usually makeup-free) face or some other easily missed detail to emphasise a point; she curses, she belches; she adds irreverent bits of text and audio, and she distorts her voice and features—all for comic effect. It’s a winning formula. Since launching her YouTube channel in 2017, Chamberlain now has some 11 million subscribers on the platform and more than 15 million followers on Instagram. In two months, she will turn 21.
A true digital and
