Is selling out no longer a concept for Gen Z? 

Kara Richards from Atomic 212-croppedIn this guest column Kara Richards discusses the line between authenticity and selling out for influencers who endorse multiple brands.

Our traditional celebrities are often branded as ‘sell-outs’ when they align themselves with too many brands, but vloggers can peddle as many brands as they like without affecting their image in the slightest.

They are the new brand ambassadors and their personal brands are mint. Even before they finish high school…

YouTubers such as Jenna Marbles reach more than 15 million subscribers – that’s more than Taylor Swift and Nicki Minaj combined. Or Nash Grier, who has more than 9 billion video views on the social app Vine. This is more than Leo’s latest film The Revenant.

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