EXCLUSIVE STORY:

The YouTube New Wave

Hey there. We’re excited to finally share a series of stories we’ve been reporting on for months—going in depth, shoulder-to-shoulder with a group of creators calling themselves the YouTube New Wave.

Their goal? To rebel against the so-called “Beastification of YouTube” by shunning traditional metrics like retention and clickability in favor of an almost filmmaker-like focus on storytelling and deep personal truths.

The New Wave isn’t enormous, but it’s certainly gaining traction. So to understand how this group came to be and what it envisions for the future of the creator industry’s most important platform, we got to know the New Wave and what makes the movement tick.