@danispadesxoxo — 62x breakout

Loading video…

You guys think I'm in Dollar Tree?

@danispadesxoxo

11.9K followers · usually 15.3K views a post

Views

926.1K

Likes

34.2K

Comments

2.1K

2.5K

Why it worked

The creator leverages high-conflict, defensive engagement with his audience, using a 'receipts' style of storytelling to address public criticism and maintain his status.

Summary

Jeffree Star addresses comments from his live stream regarding rumors that his makeup brand is failing and being sold at discount stores like Dollar Tree. He defends his financial success and explains how his products ended up in those stores.

Structure

1Addressing rumors of brand failure
2Displaying wealth to counter claims
3Explaining the liquidation process
4Defending against personal attacks

Product placement

American Express (a black card) — it ACTS as a physical prop to demonstrate wealth; removing it would change the visual argument of the video. Dollar Tree — it APPEARS as a subject of the creator's defense against claims his brand is failing; removing it would change the topic of the conversation. T.J. Maxx — it APPEARS as a subject of the creator's defense; removing it would change the topic. Overstock.com — it ACTS as a spoken reference to a business transaction the creator explains; removing it would change the explanation of how his products ended up in discount stores. Kat Von D — it APPEARS as a reference to a past controversy; removing it would change the context of the viewer's question.

On-screen text

You guys think I'm in Dollar Tree? My brand's failing. Everything's gonna fall apart. Yes, we love it. We wanna see him fail. Have you ever seen a black card before? I'm a very successful person. You're still stuck on my T.J. Maxx comment. Yeah, right. You're delusional, sweetheart. Karma? What does karma have to do with anything? Oh, my god, y'all really fucking hate yourselves. You haters down there are so fucking bitter. Ha ha! Cause I made one comment eight years ago that y'all can't move forward. It sounds like y'all are the motherfucking obsessed ones. Oh, I love this shit. This is so fun. Your homophobia and your way of navigating a man in makeup is very scary down there. No one hates themselves. But you guys in the chat who are being bitter, disgusting, and awful, it's a huge reflection on your homophobia. Mm hmm. But, Jeffrey, you made fun of Kat Von D 10 years ago. Look what's happening to you. Nothing's happening to me, sweetheart. My brand is not in Dollar Tree, okay? okay? The buyer at Dollar Tree paid a fat coin, I guess from the liquidator, cause the liquidator paid me. Well, honey. Have you never heard of overstock.com? You can't be that dumb. Yeah, it's called I sold Overstock and then they placed it somewhere without my knowledge. I have Birkin bags, I have diamonds, I have real estate. I have land. You guys, please stop. Do I really have to toot my own horn right now and let you guys know that I'm successful? I get it.