Elijah Daniel, Agent of Chaos

Elijah Daniel has owned the web over and again and again.

There was the time he began a petition asking the U.S. authorities to make “Party in the U.S.A.” the nationwide anthem. And the time when he, because the short-tenure mayor of Hell, Mich., declared heterosexuality unlawful. Oh, and the time his erotic quick story about President Donald Trump shot to the highest of Amazon.

Mr. Daniel’s satirical stunts and entrepreneurial ventures take intention at individuals with energy, whether or not they be politicians, social media influencers or tech executives. Think of him as Sacha Baron Cohen meets Mark Cuban for the TikTookay era.

“I’m always viewed as the anti whatever,” Mr. Daniel, 26, stated. “On TikTok I’m on anti-straight TikTok or alt TikTok. When I was on YouTube I was the anti-YouTuber. When everyone was doing vlogs flexing Gucci, we were doing dollar store drag queen things. In marketing, I’m an anti-marketer. I don’t tell people to go buy Facebook ads. I look for out-of-the-box, funny ways to do things. If it’s not going to make me laugh, I don’t care to do it.”

His profession could possibly be seen as a blueprint for the way to achieve as we speak’s digital media panorama, should you’re prepared to make a couple of individuals mad within the course of.

For somebody so on-line, Mr. Daniel had a fairly disconnected childhood. Growing up in Michigan, he was home-schooled, and his dad and mom restricted his TV and web utilization, in addition to his entry to secular music. (They had been very non secular.)

His mom ran a Christian newspaper the place Mr. Daniel wrote a weekly column, making Bible verses accessible for youths. “I would take a Bible story and rewrite, minus the killing and rape,” he stated.

In center faculty, he pivoted to advertising and marketing the paper. Calling and pitching native companies excited him, and he started learning advertising and marketing strategies on Coursera, a web-based schooling platform, whereas he labored to complete home-school.

At 14, he secretly arrange a Twitter account and started posting jokes. He observed parody accounts had been common and made a couple of of his personal, which obtained him in with a unfastened social circle of parody account directors.

They traded ideas. Breaking information and superstar gossip carried out effectively on-line, Mr. Daniel discovered, so he spoofed the Twitter account @BreakingNews and later arrange a faux superstar information website.

“We were just making fake news up and making fun of people,” Mr. Daniel stated. Sometimes, his made-up tales had been written up by actual superstar information retailers, which he discovered hilarious.

Still, he disliked how parody accounts piggybacked on different individuals’s ideas. He needed to be often called himself, and for his personal good concepts. So, at 15, he arrange a private Twitter account.

“I was like, ‘I’ve been making literal fake people famous,’” he stated. “‘I’m going to start making myself famous.’”

His antics continued. He rewrote the Bible in 24 hours, giving Rihanna the role of God and casting drag queens as her disciples. He started a YouTube channel and gained hundreds of thousands of subscribers. In 2017, he filmed a segment for “The Maury Povich Show” with his friend Christine Sydelko and the YouTube star Tana Mongeau; in it Mr. Daniel pretends to be a closeted gay man cheating on his girlfriend. The clip has been viewed more than 21 million times on YouTube.

In a 2017 stunt, Mr. Daniel was named the mayor of Hell, Mich., for a day; in that short period, he declared heterosexuality illegal in the town. In 2019, he pretended to buy Hell for several million dollars and banned its residents from flying American flags — a rebuke of the president’s rejection of requests to fly pride flags at American embassies.

“Within 30 minutes of me posting about it, I had CNN and everyone hitting me up for interviews,” he said. Mr. Daniel decided to lie to all of them. He just wanted to see what they’d run.

Since he was a teenager, Mr. Daniel had experimented with music. He created beats on his laptop, primarily producing for Christian rappers. In 2017, he created a rap alter ego, Lil Phag, meant to poke fun at SoundCloud rappers, and began releasing his own tracks.

Mr. Daniel’s second album, “Resurrection,” hit several Billboard charts. After that, in 2019, Mr. Daniel started an EDM pop duo called Adam & Steve with his fiancé, Sam Fishman, who is known online as Dr. Woke. Billboard dubbed them “the gay Chainsmokers.”

Mr. Daniel was in the midst of a music tour when the coronavirus began to spread in the U.S.; on March 10, he canceled the rest of his dates and returned home to Los Angeles to quarantine.

If his audience-building strategies once seemed unorthodox, today they’re regarded as ingenious.

“I’ve never seen another marketer like him,” said Jesse Leimgruber, a founder of Neoreach, an influencer marketing company that has worked with Mr. Daniel. He described Mr. Daniel’s sense for social impact as almost intuitive. “He just sees things as ‘this will be huge,’” he said.

“When you first get that fame on social media or you get a little bit of viralness, it’s like, ‘OK, what can I do? Should I start acting, or get on Instagram, or make YouTube videos, or what?’” said Lex Morales, 19, a TikTok star with 1.2 million followers. “Elijah has just done it all. He’s taken this platform and just grown it.”

Among his followers, he’s seen not only as a master of the internet but as an agitator for change. “He’s a mobilizer. He speaks for the other kids. He gives a voice to people who normally don’t have a voice,” said Hannah O’Kelley, 20.

This year, in the midst of a devastating pandemic and a presidential election that has deepened political divisions, Mr. Daniel has been using his platform more earnestly.

In March, he founded Cult for Good, a nonprofit aimed at getting supplies and basic goods to the homeless population in Los Angeles. In June, he helped promote a false-registration campaign led by TikTokers ahead of a Trump rally in Tulsa, Okla. He has also openly criticized influencers for disregarding public health guidelines during the pandemic and is in an ongoing feud with Bryce Hall, a TikTok star who held several parties in violation of an order from the city.

Source link Nytimes.com

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