The type of shameless promotion that YouTubers engage in on a daily basis is radically different from what Vaccarino had experienced with traditional artists. “When it comes to selling something, with bands and traditional musicians, it’s not their priority. They’re like, ‘How do I make good music?’ And just assume the money will follow. They will be apologetic about selling merch. YouTubers are like, ‘How can I sell as much as possible to these fans who want to be sold to?’”