Emma Blackery

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Chicken_soup

noodlehead said:
is it just me or did she come across as really rude and negative in her last video
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Tbh in most of the videos of hers I've seen, she has a pretty bad attitude?
Also I looked at her Instagram recently, purely just out of curiosity, and saw she had deleted all her old content, surely for her longtime followers this is exhausting to keep up with loool!
 
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wordzalad

wordzalad

Mind when she said she outsold the Killers and the 1975...pretty sure both of them had their albums go number 1.

Meanwhile Emma posts about how amazing she is cause she was no 35 for 15 minutes and got to no17 on some obscure chart like Wannabe Emo Pop songs released on a Friday
 
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cheesecakes

Just watching her latest video... I really hated the comments she made about how YouTube has gone from a 'loving community' to 'people tearing each other down'. Especially as some of the examples she had for the latter were of people tearing her down. The issue she actually has is that vlog-style, bedroom-sitting-down content isn't as prevalent anymore, the best creators on the platform are making introspective video essays, deep dives on topics or even just low-budget videos on what they're passionate about. Nobody really cares about 'daily life' content anymore, and that's what Emma is.

Creators that have survived either:
A) like Zoella - to an extent, she's just an example I thought of - had a big enough audience previously that stuck with her as they grew up because she addressed more 'adult' topics (like the sex toys on her website)
or B) changed with the times.

Emma has done neither. She keeps making the same content she did in 2014 and expecting the platform to still work the way it used to. She's pretty much missed the boat on breaking out of YouTube into the mainstream like Dodie/Tessa/Orla; and her constant rebranding, whilst being a symptom of her mental illness (which I sympathise with), alienates her old fans - like me - and bars new ones from getting into her content and really understanding who she is as a person and what she can offer as a creator.

She comes across as old, tired and bitter (and no Emma that's not me tearing you down, it's an honest take on what's happened with you and your channel and why you aren't successful on the platform like others are).

I'm interested to listen to her new song though, mostly to see whether it's going back to her 2016 Sucks To Be You sound (which I loved, she was actually the first person I saw live and I will always love that EP just because it reminds me of that concert), or if it's more like her 2018 stuff (jesus that was a long time ago), which was horrible.

Also I used to be very active on Emma's GG thread back a couple years ago so I feel like I've really seen all sides of her, and honestly she seems even sadder recently than she used to be.
 
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cheesecakes

YTZeleb23 said:
She's gone all quirky self-aware, bringing out the Dirt suit.
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Is it bad that I think I actually prefer the Dirt suit to what she's wearing now? 🤣 I actually love it, but maybe that's just my style

I really do not like her hair but at least she hasn't gone for dreadlocks like D******
 
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YTZeleb23

YTZeleb23

I also remember her saying on twitter at one point that, in hindsight, she regrets merging all her channels into one. I can see why. When you scroll, even just down 5 or 6 rows, the changes are so stark and jarring. Plus you've got music videos mixed in with vlogs mixed in with her old pewdiepie-esque videos mixed in with Q&As mixed in with fashion videos... she curates her IG feed and, to an extent (I think) her twitter, but her YouTube channel is a mess. Especially when you compare it to dodie's, for example - she also has variety, but it's largely one sort of theme/aesthetic/vibe and all works together to give you an overall impression of her and who she is.

I've long thought maybe she should bite the bullet of her dying channel and private or unlist some old videos that don't represent her today / that don't really put her in a good light. Try and curate the page a bit better. Put some into playlists so hardcore fans can still go and watch, but to a newcomer or someone from any kind of industry looking in, they won't be bombarded with cringe and about 17 different Emma Blackerys.

cheesecakes said:
Is it bad that I think I actually prefer the Dirt suit to what she's wearing now? 🤣 I actually love it, but maybe that's just my style
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I'm probably reading too much into it, but it feels very Emma to sort of rip apart the past. I get it's probably a quirky fun self-aware thing, but knowing what Emma's like, it also feels like she's just being harsh on herself and putting two fingers up to Dirt/the whole fiasco that went with it. If you don't want to embrace with the past, that's fine, but it feels a bit self-sabotaging to actively do something like this. I dunno. Probably overthinking it.
 
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cheesecakes

I'm probably reading too much into it, but it feels very Emma to sort of rip apart the past. I get it's probably a quirky fun self-aware thing, but knowing what Emma's like, it also feels like she's just being harsh on herself and putting two fingers up to Dirt/the whole fiasco that went with it. If you don't want to embrace with the past, that's fine, but it feels a bit self-sabotaging to actively do something like this. I dunno. Probably overthinking it.
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In her video she also mentions a talk she had with Brendan from Wheatus about how she should be proud of the songs she made because she put her name to them and her effort into them. It seems super disingenuous to say that and then rip into her old music for being 'cringy' or whatever. If you're not proud of it then don't mention it, it'll just bring more attention to what you're trying to hide.
 
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wordzalad

wordzalad

It’s actually all just very sad. She’s so desperate to be popular that she’s literally trying any style that she can... maybe, just maybe it’s your rit personality Emma...

The constantly being aggressive, shouting at anyone who asks what happened to X style, blaming her failures on anyone else, copying people’s ideas, her lies, using the LGBT+ community (when she pretended she might be bisexual), trying to a kiss people and then getting witchy when they don’t want to be your bestie, etc. It’s obvious she only cares about fame.

And yes it’s so so obvious she’s ripping off Heather from Pale Waves.
 
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YTZeleb23

YTZeleb23

Does she mean Era 22?



I see she's also focusing yet again on "omg we're number X in this specific chart" lol. The song itself is a mess. The usual Emma.

One of the comments under the video made me laugh:

Only a minute in and this already seems like the most Emma Blackery authentic video yet ❤❤
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wordzalad

wordzalad

The song is just...meh. It’s not the worst thing, not amazing.

What are we saying the next era will be? Sports? Chav? Kawaii Weeaboo?
 
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YTZeleb23

YTZeleb23

YTZeleb23 said:
One of the comments under the video made me laugh:
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Emma's reply: "Omg thank you! I oversaw the creative direction from the start. This is my first credit as a director"

I wonder who she'll blame in a year or so's time when she looks back and hates it.
 
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wordzalad

wordzalad

YTZeleb23 said:
Emma's reply: "Omg thank you! I oversaw the creative direction from the start. This is my first credit as a director"

I wonder who she'll blame in a year or so's time when she looks back and hates it.
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Hasn’t she said that every phase is 100% authentically her lmao
 
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Cornbread2

Cornbread2

I think the biggest mistake she ever made during her career was when she tried to completely disassociate herself with the 'YouTuber' label and become a 'serious musician'. If the entirety of your fanbase comes from YouTube, you can't act like you're above 'YouTuber musicians'. Her audience was already naturally dwindling from the absolute height of her popularity in 2014-16, which is normal, but she drove so many people away from her (including me) when she started acting disinterested in her videos and upload less and less frequently. I understand the smaller amount of videos, but it was clear she felt like she was above entertaining the people that gave her the platform in the first place since she was a 'real musician' now. If you look at people like Dodie or Troye Sivan, they're both wildly popular not only because they are very talented singer/songwriters, but also because they never once tried to detach themselves from YouTube or the fanbase that they are to thank for their initial success.
 
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