“Some people kind of are afraid of me. L.A. people want to make it big, so if they look needy, they know that I’m the type of person that’s going to be like, no”
The 30-second video got over 11 million views on Instagram a few weeks ago. It goes like this: Lele walks out of an apartment building with this gorgeous guy and then — pffrrt — she lets one rip. Nightmare. The guy totally hears it, but Lele says she did not do it, and then she points to her girlfriend across the way, who starts beatboxing fart sounds. Suddenly, a whole crew of Lele’s friends shows up, rapping and dancing along to a defiant chorus of “she didn’t pass gas.
Lele and her friends have a running gag on Instagram where they posts before-and-after photos of themselves with captions like “Puberty hit her like …” and “Two ugly ducklings that hit puberty together.” But she’s also forthright about the extra help she got along the way. Two years ago, Lele shared with her 1 million Twitter followers that she had to take a break from posting videos because “I did get a nose job #dowhatmakesyouhappy.” She thanked Dr.
The priority for today, however, is getting this CoverGirl video in the can. Lele will spend almost 12 hours shooting the four-minute spot, which is unlike any advertisement I have seen before in my life. It took Lele several minutes to explain the plot to me; what follows is the best summary I can offer.
You may remember the name Shots from 2013, when it was founded as a selfie-sharing app with investment from Justin Bieber. As a former YouTube star himself, Bieber has been supportive of the company’s new direction and Lele specifically. Lele throws on a denim jumpsuit, a shaggy fur coat, and wide-brimmed hat, to great applause from the other girls. You look soo good, they tell her. Lele has more followers than Hannah and Inanna combined, and while nobody ever mentions this, the reality of it always seems to be hanging around in the air.
Lele confirms this to me later. Editing is her favorite part of the process; she will not let anyone help her. “I really like doing it by myself. I’m OCD with that,” she says. “It’s putting your masterpiece, what is in your head, inside a computer!” According to Lele, she’s one of the few female YouTubers to oversee the entire production process. Hannah and Inanna do edit their videos; it just takes them longer, and sometimes they have help.
This is how Lele directs: She tells the performers how she wants them to act, and then the cameraman starts rolling. She never writes scripts; instead, everyone ad-libs their lines and she chooses the best ones later, when she edits. Dialogue really is not that important on YouTube, anyway. Every performer at the party shoot seems to have his or her own unique social-media strategy. I ask one baby-faced teen with a sleeve of tattoos if he is a YouTuber, and he says he is more of a “live broadcaster.” He has a popular presence on YouNow, a livestreaming app. He has also picked up quite a few followers on Musical.ly, a lip-syncing app, because he followed a bunch of people that former Vine star Cameron Dallas follows, and somehow that propelled him to the leaderboard.
Then I discover that a separate sect of fans has created several other instagram accounts dedicated to “shipping” Lele with another YouTuber: Juanpa Zurita. In this crazed corner of the internet, ZuriPons is the cutest couple of all time. The two factions are not warring, exactly; it seems both sides choose to ignore the other’s existence.
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