Summary

James Charles professionally navigated recent YouTube drama involving Tati Westbrook, Shane Dawson, and Jeffree Star, showcasing his media training and poise in handling unexpected public scrutiny.

Abstract

The article discusses James Charles' response to the recent YouTube beauty community drama involving Tati Westbrook, Shane Dawson, and Jeffree Star. Despite being unexpectedly approached by paparazzi for comment, Charles maintained professionalism and poise, effectively utilizing media training techniques. He deflected questions about the drama by focusing on positive aspects of his life, such as his new home and friendships, and provided framework-based answers rather than direct opinions on sensitive topics. The author, who works in entertainment PR, commends Charles for his politeness and control over his narrative, contrasting it with Shane Dawson's less composed reaction. The incident highlights the importance of media training for public figures, especially influencers who are often unaccustomed to traditional media interactions.

Opinions

The author respects digital talent but notes a significant difference in how they handle media when they are in control versus when faced with a reporter.
James Charles' response to the drama is seen as a prime example of effective media training, with his use of deflection and focusing on positive personal narratives.
The author emphasizes the importance of maintaining a professional demeanor and controlling one's narrative during unexpected media encounters, as demonstrated by Charles.
The article suggests that kindness and politeness are crucial in the industry, drawing a parallel between James Charles' composure and the legendary poise of Walter Mercado.
The author values the skill of addressing issues with a framework rather than giving a direct stance, which allows for a more measured response to sensitive topics.
The contrast between James Charles' calm response and Shane Dawson's more reactive approach is highlighted to illustrate the effectiveness of media training.

What James Charles’s Response to YouTube Drama Says About Influencers and Media Training

When approached out of nowhere and asked to comment on Tati Westbook’s new video, YouTuber James Charles answered like a pro

Quite frankly, I don’t have the bandwidth to try and keep up with all the drama exploding outside of YouTube’s beauty community. I’m also not an avid watcher of make-up tutorials or any genre of videos in that world. However, as a pop-culture enthusiast when I see that virality I do tend to tune in.

What is the drama on YouTube

In case you have no idea what I may be talking about, earlier this week YouTuber Tati Westbrook released a video exposing fellow digital media personalities Shane Dawson and Jeffery Star for allegedly, “manipulating” and “gas-lighting” her into creating her now-infamous video in 2019 that publically vilified another YouTuber, James Charles. The video was met by Charles posting his own video in 2019 titled, “No More Lies.”

The latest video in this online scandal is from Westbrook redacting her allegations against Charles and it’s titled, “BREAKING MY SILENCE …” It’s worth noting that besides Shane Dawson, all of the people involved are public figures and influencers within the beauty community, with many of them having their own cosmetics brands, collaborations, and stakes in the beauty market. Yeah, there’s a lot going on.

However, there’s plenty of posts summarizing the drama. What I want to discuss is a newer video focusing on James Charles and what could be considered his first statements on the topic.

James Charles Speaks Out

A new video on YouTube has started spreading from an account titled celebrity livin that’s titled, “EXCLUSIVE! James Charles Responds to Tati, Shane Dawson Drama, And Jeffree Starr.” For research’s sake, I watched the video and this is what I have to say. The title of the video is click-baiting 101, but my hat goes off to James Charles who handled this paparazzi with a level of poise that I don’t see many young influencers having.

A little about me, I work in public relations in the entertainment industry for movies and tv. And one of my principal tasks is teaching my clients media training, preparing them for award shows, red carpets, and basically any occasion where there could be a camera. I have had some brief experiences bumping into influencers during my career. Here’s the thing, I respect digital talent. However, it’s very different when they control the media versus when they’re placed in front of a reporter.

When I saw this video from celebrity livin, I was watching to see how Charles would respond to the abrupt advance of this camera. Within the first 30 seconds of the roughly 3-minute video, I said, “Wow.”

The video begins with the interviewer asking Charles about his thoughts on Kanye 2020 and some upcoming videos. It’s some basic banter, some interviewers will throw in these questions trying to relax talent. But a good publicist or media training prepares their clients for the unexpected curveball questions. Finally, after 2–3 of these bantery questions the interviewer asks Charles about, “all this drama going on in the YouTube beauty community.”

How James Charles answered and what it means

James Charles was a true professional in how he both maintained his tone and was able to answer every question.

A standout reply from Charles was “Who knows,” he said. “I’m just staying out of it, minding my own business. Just moved into a beautiful new house, I have great friends around me, waiting for my nice food on a Sunday afternoon.”

Take the question and talk about something you’re comfortable about

This answer laid an amazing foundation because it showed how Charles was creating distance from the situation and throwing focus onto something he did want to speak about. He mentioned his house and his friends. I always tell my clients in media training that when they feel uncomfortable to get comfortable by talking about something they care about.

Sometimes talent will point back to the project they are in or they will talk about their family. Whatever it is, taking the narrative into your own hands is a skill whose strength comes from the small utterances.

Respond with a framework

The cameraman asks Charles to speak on recent allegations regarding Dawson. Again, that’s it’s own realm of drama but essentially he is being accused of inappropriate and insensitive content including committing blackface.

Charles cooly answers, “I think it should always be looked at on a case by case basis and make sure that people are changing actively — that’s kind of what I’ve always believed in.”

Again, another amazing response by Charles that spoke to how he thinks the issue should be addressed rather than his own stance. When it comes to asking talent to make statements, especially on hot-topic issues, we advise people to offer a framework always.

It’s kind of like a catch-22 moment. But the best advice we have in media training is to say something about how to think about the issue instead of where you stand.

Being polite is paramount

I hate to say this, but yes, kindness kills in this industry. I’m not saying that digital talent doesn’t do this, it just seems that many emerging stars from online go off easily vilifying others when they’re upset.

Call me old-fashion, keep in mind I’m only 23, but there is something about the poise and precision of old Hollywood stars in interviews that I admire. If you want a contemporary and glamorous example of media training check out Netflix’s new documentary Mucho Mucho Amor on the legendary Latinx astrologer Walter Mercado. This man faced decades of interviews mocking him, borderline harassing him, about his style and sexuality. But being such a professional he never got flustered on camera. Instead, he always found a way of making a joke and turning it back to the interviewer.

I mention Mercado because like Charles, both are staples in the beauty scene and they both showcased a powerful control in practicing politeness.

“I don’t really want to address anything in regarding to the drama,” Charles said. “I hope you don’t mind.”

I believe that talent emotions are always valid. In our media training, we encourage our clients to acknowledge the emotion but not condone the behavior. Charles could have easily caused a scene. But then this would be a very different conversation. Compare his cool composure to when Dawson went on Instagram life dropping all kinds of words I cannot even write without being flagged. Charles easily said shut down the question while controlling his narrative.

Overall, I respect James Charles for handling this paparazzi with a level of skill in media training that I do not see many stars practicing.

I’d like to know what are your thoughts if you have any on the matter? How do you think the personality responses are impacting the scale of the drama?

Thank you for reading these Words by Will!