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the beauty community on YouTube is a growing community that has plenty of superstars
many started out filming videos of their makeup routine in their bedroom
the best were propelled by YouTube's algorithm
kicking off multi-million dollar businesses.
Soon the quality of videos increased by 10 fold.
Lighting, composition, and sound design became just as vital as the makeup itself
Some even have producers off-screen.
What was once scoffed at by many traditional individuals in the beauty industry
has now been embraced
but the standard is set so high
many feel like it's too saturated to break into without spending thousands of dollars
Well how then is 16 year old Antonio Garza able to defy the odds?
Filming on her phone, she's launched herself near the top with over two million subscribers
and less than 30 videos
Welcome to Psych IRL my name is Donna
Alright this video of Antonio Garza is a very heavily requested topic
So, to fully immerse myself in this video i'm gonna be doing beauty guru stuff
Knowing me, I mean look at me. Look at how I'm dressed
I do not know anything about the beauty community, how to do makeup or anything like that
So uh this is gonna be very bad. I already can tell you that it's going to be bad
Antonio Garza's rapid growth in the beauty community is quite fascinating
since her setup contrasts what you think a typical beauty gurus videos may look like
unlike the typical Beauty video where tutorials or reviews are filmed in a well-lit and perfectly composed room
Antonio's takes place in her regular room
yes makeup is involved, but these videos don't feel like your standard makeup video
it almost feels like she's taking us on a journey of what it's like to be a teenager today
she typically films her videos before school, often scrambling to finish in hopes of not being late for class
I'm gonna be extremely late like worse than ever before
So I'm really so excited about that
But you know what? I love you
Although that classical exaggerated editing to emphasize a comedic point appears in her videos
you can tell she's being herself in each one
I look hideous
These less than 30 videos feel like a window into her life in this moment
In a number of her get ready with me videos, she's sarcastic about it
but she explains how much her school isn't right for her
I just feel like no matter what I do I can't escape, and I feel anxious
very anxious at school
at all times because you know what? it's like
No matter where I go it's just like, some situations I don't want to be in just wating to happen
and then my mind is like, "hey it's time to be anxious"
and then like it just doesn't go well for me
and as you keep going through her archive you find Antonio and her mom
are really struggling to agree on whether or not
she should finish school traditionally or online
are you actually considering online school? Well I am, but my mom isn't
Her journey also gives us a glimpse into what it's like to have your channel explode at such a young age
In a collaboration video with James Charles
they talk about the school situation again. This time you can sort of see that
her YouTube success and school are in conflict with each other
Do you wanna go to college?
Shhhhhh
My mom is going to watch this, so let's just not talk about it
Finishing school another way is appealing now more than ever
At same time, because the growth happened so fast
she still doesn't feel like a youtuber nor does she feel like she fits in the LA lifestyle
At the end of 2018, she finally announced that this opportunity on YouTube may not last forever
because of that, she's finishing school online so she can make more videos
and the beauty community better watch out because Antonio Garza is about to take over the game
is this gonna expensive? $800
Here's Ulta Beauty and we're going in
To fully understand Antonio Garza's success, we have to look at the beauty community
in the early days of YouTube, beauty videos were more tutorial or review like in nature
although undoubtedly talented and successful,
this helped creators like Michelle Phan climb to the top of the platform
because at the end of the day, YouTube is a search engine and Michelle Phan's early videos
were answers to questions many had been searching for
unless you have a large following already, it'd be hard to break onto the makeup scene
by creating videos called basic foundation tutorial
or basic smokey eye tutorial
the platform is already saturated with this type of content
as the beauty community began progressing, tutorials and lifestyle began to interweave
makeup was no longer just makeup, it was a lifestyle too
for example, this palette is just a bunch of colors if not for the lifestyle element
other than ingredients, what separates it from other palettes is
the artwork on the box and the commercials on TV they may have
This buying the lifestyle idea has existed long before the internet
She uses Maybelline
Maybelline...Maybelline
and your eyes too can be beautiful when you use Maybelline
but it was finally coming onto YouTube portrayed by creators such as Zoella
Zoella's interests, clothes, and overall lifestyle
we're now being embodied in the products she praised
okay now I'm at home with all the stuff
For some reason this week's theme is me being incompetent
and wondering why every kid born in 1999 and later is way more successful than me
I don't know anything about makeup
Do you cameraman? Nope
What is the first thing I put on? Oh no I'm so nervous I can't do this. Foundation
I thought it was concealer
Why do we suck?
It's going to be such a fail. I'm already hating this video. Honestly...
Is that good? yeah
How do you know? I'm just guessing
Oh my gosh, I'm blind
Am I doing this right
Oh my gosh. Why is it so dark?
El look. It's not coming off
Please sir. I want some more
Ow my eye
I'm so scared because I know the beauty community is really judging on looks and
look I really don't know how to do this like what? I'm also highly allergic to
makeup stuff so this could be very bad. Dude it looks like a bad tan so creators
We can't put this out.
Square space doesn't sponsor me. Imagine like ugh who is this girl?
This woman is ugly
So creators like Zoella and Bethany Mota were all creating this new standard for beauty
one that I'm clearly not following
but the videos had great lighting, great sound, and even the rooms are perfectly together
Unlike yours
Take this off. Time to be blind again
So, put dots on my under eye? How many dots?
and I know not all gurus are like that
but if you think about it, they kind of give off this brand image of
perfect, polite, well put together girls
and that's the kind of branding makeup companies want to associate themselves with
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No seriously. I know a lot of you are aspiring filmmakers,
individuals who want to work in the entertainment industry
or aspiring make up artists since you are watching this video
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and you can do that on platforms such as YouTube or Instagram
but to me, those platforms are sort of this thing where you can just upload anything
and many times you're at the mercy of the algorithm
and you don't want any future employers to see a video that flops
and so if you've been watching my videos for a long time, you know that I'm really into videography
and online content creation, but I went to school for psychology
so I technically in the beginning, did not have any experience in those fields
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So now, there is currently the standard of video for beauty creators
there is obviously nothing wrong with this style of course
but it has made Antonio Garces growth quite peculiar
since she breaks away from that style, but I think it could be explained in what Marshall McLuhan
has coined the medium is the message
in his book which is titled, "The Medium is the Massage" which is actually a printing error
but he decided to keep it, McLuhan explains the form in which content is delivered
is just as important as the content itself
understanding the form can give you insight about the collective paying attention to that form
in this case the form is not only the beauty genre, but it's also YouTube
YouTube's main characteristic is not only are we viewers
but we can all be creators. The average person is praised more than the corporation
and we see that in the rejection of corporations in the latest YouTube rewind
we also see that with larger youtubers, who clearly have enough money to sht in a professional studio
yet they go for that home video look
the only place we don't see this really, is in the beauty community
even when videos are shot at the creator's house, everything looks so perfectly put together
again this isn't a bad thing, but it creates a need for that average person feeling
YouTube embodies. Antonio Garza fulfills that need. It isn't just
about the makeup. It's about what's going on in her life too -- not the fancy life that
seems impossible to attain, the one many teens have right now
no worries I found a paintbrush. I this will work
The beauty gurus are shaking. I can't even see dude.
Maybe you need to put a lot more
I'll go hard with the sapphire dream
You know who your inspiration should be? Mimi
I'm sorry beauty gurus
Oh no
What do you call your look? My look?
My look is beached whale
I look like I'm supposed to have one of those long cigarets
I haven't seen a man in 50 years
So, I uh forgot to do an outro for this video
but that's the end. I'm sorry you all had to see that terrible look that I just showed you
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I will see you guys next time. Stay Psyched!