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290M Subscribers Strong: AAPI YouTubers Tips For New Creators
YouTube Trailblazers and Emerging Stars smile with YouTube ExecutivesYouTubeThe room buzzed with energy as creators and YouTube executives gathered to celebrate a legacy of storytelling and representation. Collectively, the creators in attendance commanded over 290 million subscribers, showcasing the immense reach and influence of the AAPI (Asian American Pacific Islander) creator community. At the heart of the evening was a simple yet profound message: honoring the past while inspiring the future. YouTubes AAPI Taskforce, a self-organized group of employees passionate about supporting AAPI creators, planned the second annual YouTube Creator Collective AAPI gala last month.As attendees mingled with other creators and YouTube execs like CEO Neal Mohan and CMO Danielle Tiedt, the night unfolded with a deeper theme: emerging creators honoring the trailblazing pioneers who set the stage for authentic AAPI presence on YouTube over a decade ago. The media and entertainment industry is rapidly evolving, yet the bond between these generations of creatives has strengthened over time, grounded in a shared commitment to uplifting one anothera hallmark of the AAPI community.Creators smile with YouTube CEO Neal MohanYouTubeTrailblazers Who Paved the WayThe early days of YouTube saw the rise of a handful of Asian creators who redefined the possibilities for online content. These pioneers were not just entertainers; they were cultural ambassadors, using their platforms to share stories, humor, and perspectives that had been largely absent from mainstream media.Creators like Michelle Phan, whose beauty tutorials sparked a global movement, and Jenn Im, who built a loyal following with her lifestyle and fashion content, showcased the power of personal storytelling. Jason Y. Lee and Tim Chantarangsu brought humor and honesty to their content, connecting with audiences in a way that was notably missing in media. Their work inspired a generation of AAPI viewers to see themselves reflected in ways they hadnt before, sparking a wave of new voices eager to tell their own stories.MORE FOR YOUYouTube pioneers who started posting content over a decade ago including Cassey Ho, Sam Tsui, AJ ... [+] Rafael, Phil Wang, Jason Y. Lee, and Michelle Phan.YouTubeIt was cool that we were honoring four people that were so established on YouTube and set the way or paved the way for YouTube Asian creators, shared Humphrey Yang, a personal finance YouTuber with over 1.6M subscribers. I admire their consistency, their risk-taking, and the fact that they innovated on their own respective channels.Building on this recognition, Thomas Kim, Director of Product Management for Creator Monetization & Support at YouTube, reflected on the broader legacy of these trailblazers and their lasting influence on the platform:If you look back at the early days of YouTube, AAPI Creators like Michelle Phan and Ryan Higa were among the biggest Creators and fast forward to today, there are so many talented AAPI Creators who have massive audiences and are building media businesses. The fact that newer AAPI Creators can point to an AAPI Creator who inspired them when they were growing is really powerful.YouTubers Aaron Burriss (@aaronburriss), Phil Wang (@wongfuphil), and AJ Rafael (@ajrafael).YouTubeThe Next Generation of StorytellersThe galas centerpiece was a heartfelt tribute from rising stars like Ashley Alexander (1.75M YouTube subscribers), Humphrey Yang, Billy, and Mai Pham (3.41M YouTube subscribers) to the trailblazers who inspired them. These new voices, now amassing hundreds of millions of views, shared personal reflections on how the pioneers work shaped their creative journeys.Hafu Go, a YouTuber with over 10 million subscribers, spoke about the importance of representation at the gala. Being part of a YouTube event celebrating AAPI creators feels like a full-circle moment for me. When I immigrated to North America at 9, the only Asian representation I saw in media was nerdy, shy, or weak characters. Then creators like Ryan Higa and Wong Fu Productions came along, and for the first time, Asians were portrayed as relatable, funny, and cool. The YouTube AAPI Gala is powerful because it continues that work.YouTuber Ashley Alexander @urmomashley with 1.75M subscribers presents an award to Jenn Im.YouTubeThe rising stars are not just building on the legacy of their predecessorsthey are expanding it. By experimenting with new formats, platforms, and genres, theyre continuing to push boundaries while honoring the values of originality and community that the pioneers embodied.AJ Rafael, a YouTuber and musician with over 1.1 million subscribers, emphasized the transformation of AAPI presence on YouTube over the years: Seeing other AAPI creators rise and succeed has been such a powerful experience, not just for us but for the younger generation watching, shared Rafael. Weve come a long way from the early days of YouTube, where we were really just trying to carve out a space. Now, the AAPI community is thriving across so many genres and fields.More Than a CommunityWhat sets the AAPI creator community apart is not just their shared cultural heritage but their profound sense of mutual support. Unlike other creator circles often marked by competition, this group thrives on collaboration, mentorship, and a collective drive to see each other succeed.There is a huge focus on community within the AAPI community even before as creatorsfamily, friends, added Angelica Song, Global Social Marketing Manager at YouTube and a member of the AAPI Taskforce. So it only makes sense that creators seek and build something similar. What stands out is that we spend a lot of time uplifting OGs as well as finding safe spaces to build and grow the future generation.YouTube's Second Annual AAPI Taskforce organizers YouTubeThe gala underscored this spirit of uplift, with moments of laughter, tears, and genuine connection that felt more like an extended family reunion than a formal industry event. The AAPI creator communitys strength lies in this solidarity, where success is celebrated as a shared achievement rather than only an individual milestone.A Thoughtful Gesture to Bring It Full CircleAs the evening concluded, guests were gifted thoughtfully curated bags filled with over 15 items, each founded by Asian American entrepreneurs like Tower28, Sanzo, POPFLEX, and KraveBeauty. This brought the event full circle, emphasizing the nights central theme of celebrating and uplifting the AAPI community. Each item in the gift bag told a story of innovation and empowerment, reflecting the diverse passions of the AAPI entrepreneurs who created them. One standout brand was KraveBeauty, whose mission perfectly aligned with the galas theme of inclusivity.YouTubers Michelle Phan and Zoe Unlimited YouTubeOur mission has always been to simplify skincare while making it intentional and impactful, shared Liah Yoo, Founder and CEO of KraveBeauty. We aim to empower people to tune into their skins true needs rather than overwhelming it with unnecessary products. Being part of the YouTube AAPI Gala is an honor, as we continue to champion representation and celebrate our roots in the beauty industry. From skincare to snacks, each product reflected the innovation and creativity of AAPI founders, leaving attendees with a tangible reminder of the communitys collective achievements.Empowering Creators Through EducationYouTubes support for creators extends well beyond events like the AAPI Gala. Initiatives such as the Changer x YouTube learning program offer customized resources designed to help creators grow. These resources include expert-led lectures, insights from seasoned creators, and personalized mentorship sessions. This multi-week virtual series exemplifies YouTubes dedication to nurturing the next generation of storytellers and equipping them for lasting success.YouTube Creator Collective and the AAPI Taskforce hosted the 2nd Annual AAPI Gala YouTubeReflecting on his role as a guest speaker for the program, Go shared a personal perspective: When I was invited, I felt a mix of excitement and gratitude. It took me back to my early days on YouTube, where I spent weeks on a video only to see it get 100 views. I had no one to turn to, no feedback, no blueprint. Thats why events like this matter so much. They give creators the tools and support I wish I hada community where ideas are shared, and success feels within reach. His experience underscores the value of accessible mentorship and resources for emerging creators navigating an increasingly competitive space.YouTubers Zhong (@Zhong) and Kat (@KatrinaBuno) combined have nearly 60M YouTube subscribers YouTubeThis commitment to fostering growth aligns seamlessly with YouTubes broader mission of amplifying diverse voices. Kim, Director of Product Management at YouTube, elaborated on this vision: Giving diverse voices a platform is core to YouTubes mission, which is to give everyone a voice and show them the world. Its founded on the belief that the world is a better place when we listen, share, and build community through our stories.Kim also emphasized the platforms unique role in shaping inclusivity and inspiring connection: The thing that makes me most proud of working at YouTube is when people tell me that YouTube was the first place they saw people who looked like them and heard authentic narratives that really resonated with them. I believe this is why so many people around the world watch YouTubebecause of these authentic narratives.Through initiatives like these, YouTube not only provides a space for creators to share their stories but also fosters global connections and understanding. By offering a foundation of support and inclusion, the platform empowers creators from all walks of life to thrive and inspire others.A Message for the Next GenerationHumphrey Yang (@humphrey) has 1.5M subscribers on YouTube. He honored Jason Y. Lee at the event.YouTubeThe evening concluded with a striking visual: trailblazers and rising stars standing together for a final photo, a powerful symbol of unity and progress. Their collective presence delivered an enduring message to the next generation of creators: Storytelling matters. Representation matters. Community matters.Reflecting on his journey, Go offered practical advice for aspiring creators: Great creators dont just make videos. They understand what their audience wants. Experiment intentionally. Test ideas and formats, and study what resonates. Learn from creators you admire and put your own spin on it. Success is about consistency and curiosity. Keep improving with every video. His perspective highlights the value of approaching creativity as a continuous learning process, encouraging creators to see each upload as an opportunity for growth.Building on this, Humphrey Yang stressed the importance of persistence over perfection: Success is all about consistency. Doing something every dayit doesnt have to be perfect or highly productive, but as long as you keep going, youll make progress. His insight underscores the power of incremental effort, a reminder that steady dedication often leads to lasting achievements. For creators navigating the pressures of delivering viral content, Yangs words provide a grounding perspective on the value of meaningful, sustained engagement.YouTubers Jason Y. Lee of Jubilee Media and Samir Chaudry of Colin & SamirYouTubeThe reflections didnt stop at work ethic. AJ Rafael urged creators to prioritize originality in their content: The creator space can get competitive, and its easy to get caught up in trends or numbers, but the thing thats always set people apart is authenticity. Dont be afraid to be vulnerable and to take risks with your content. His advice reinforces the importance of staying true to oneself, a guiding principle in an era where audiences crave genuine, relatable connections.This emphasis on authenticity highlights the evolving nature of digital storytelling. Todays creators are not just entertainers but community builders, forging deep bonds through personal truths. Rafaels insight is a call to focus on originality and integrity, ensuring that content resonates long after fleeting trends fade.The wisdom shared during the gala transcends practical tipsit embodies the core values of the AAPI creator community: uplifting one another, celebrating diversity, and leading with intention. As YouTube continues to champion innovation and self-expression, the lessons and legacy of these creators will inspire the next wave of storytellers to rise, innovate, and redefine representation in the digital age.AcknowledgmentsA special thanks to Jean Luo, Thomas Kim, Humphrey Yang, Andrew Leonard, Angelica Song, AJ Rafael, Liah Yoo, and Hafu Go for their contributions to this conversation.Follow me on Instagram or LinkedIn. Check out my website.
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