JAKE PAUL & THAT ‘DOWN HOME FAMILY” DISNEY IMAGE
It’s a good question concerning “You Tube” star Jake Paul. Especially when you consider Disney likes a nice, homespun image on on hand, yet they know what it takes for something or someone to captivate the audience they want and need to make a profit.
How edgy is too edgy, and where is the line where crossing means getting your walking papers?
Could it be using a snow board on an indoor trampoline, making faces into a camera for no reason other than to make people question your IQ, or having your picture taken with a snake??? If you answered yes to any of these, you are most definitely over the age of 15. 20, tops.
FIRE! FIRE! FIRE!
In the case of Jake Paul, it would seem lighting furniture on fire wasn’t really that terrible for Paul’s image, Disney’s image, and their joint bank accounts.
Paul did that back in 2016, yet Disney didn’t raise and eyebrow….an intact one or one that was singed….in what some might consider not just dangerous, but the kind of image no one wants on their corporate dance card. But that one video alone has almost 1.2 million views. That means popularity. That means eyeballs, not just for those videos on You Tube, but also for the Disney series “Bizaardvark” seen, of course, on The Disney Channel.
So if lighting furniture on fire wouldn’t get him booted from the Disney family, what would?
THOSE DARN NEIGHBORS THAT CAN’T TAKE A JOKE
Annoying the neighbors and having fans hang around his house. That was all it took and Paul was gone. But fear not for the young firestarter. He’s done plenty to build his brand and will go on to more fame and fortune based on being little more than someone who yells and screams into a camera and does things, like climbing in a TV news van, that would most likely get others and some of the more foolish of his followers tossed into jail.
This is the stuff of yawns anymore in the TV and Internet world. None of this is shocking nor would seem to be a big deal. But there is something very interesting at play here when it comes to Disney and their image.
YOU CAN’T HAVE IT BOTH WAYS
Disney made a fortune from Jake Paul’s antics. He made a mint and a name for himself by doing what in essence are stunts we’ve seen a million times before. But when parents and homeowners get involved, which means people with income that can become rather angyr at a corporation and refuse to go to their movies or purchase their products, Disney suddenly becomes righteous with their image and sends Paul on his way. Not as if they weren’t aware what he was doing in his own backyard and giving it their blessing, so long as it kept racking up You Tube views and show ratings.
There is no downside for Jake Paul. He’s made his choice on the image he wants to portray, and he’s become successful in it. For him, it works. And I always teach that if you’re comfortable with your image being something edgy or even incredibly stupid, then you make the choice and you pay the results. In the end, your image, your brand, is your choice.
Disney, however, proves themselves in this case to be more than a little hypocritical. They have no problem with a guy who lights things on fire and portrays an image that could get someone hurt, and Lord knows there are plenty of people out there how NEVER see nor heed the “DON’T TRY THIS AT HOME” warning, but they do have an issue when the antics could negatively impact their bottom line. As an employer, they set the tone with no real red line to cross, save for something being illegal. And if you, as an employer or a member of management, set a negative image and waver on where that line is, then you lose all respect of those you lead.
Disney can have it both ways because their a global conglomerate that could care less if they cut loose one person who does something suddenly stupid. They used him, he used them, both sides made money, and now they go their separate ways.
It’s not that easy in the “normal” business world. You, as the employer or the employee, need to know the difference.
And for just about everyone in society, setting something on fire for fun is DEFINITELY a line not be crossed.