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Dee Kosh: Brands that just see YouTube influencers as numbers are playing with fire

Dee Kosh at All The Matters today

Dee Kosh at All The Matters today

Brands that see bloggers only in terms of advertising eyeballs run the risk of associating themselves with inappropriate content, one of Singapore’s most popular video bloggers said today.

Darryl Koshy, a vlogger and radio DJ better known as Dee Kosh, said at the YouTube Fan Fest in Singapore that companies are seduced by the numbers and jump into the blogosphere “without thinking”.

Kosh’s comments come two months after Xiaxue, another popular local blogger, exposed Singtel for paying celebrity bloggers to smear its rivals through blogger-brand network Gushcloud.

Kosh suggested that Singtel’s campaign, which fell foul of Singapore’s advertising code of practice, was not a one-off incident.

“The numbers are so huge, but brands don’t know anything about the space. So they jump in without thinking to do ‘clean’ work,” he said. “They think in terms of rates, clicks and hits and just see the numbers and how they translate into an ad.”

“That’s the problem. Brands need to sit down and get to know the internet sphere, so they don’t fall for it,” he told Mumbrella.

On the Gushcloud expose in March, he said: “I knew that this sort of thing was going on. I’ve heard a lot of stories. When Xiaxue exposed everything I clapped my hands.”

“The hype of being a blogger and an internet star is real in singapore. Everyone wants it; they’d do anything. It’s become a fantasy to become an internet star. Because of that, companies like Gushcloud take advantage and do stupid things.”

“But I hope that now [in the wake of the Gushcloud saga] people learn to open their eyes to how it all works.”

Koshy is one of Singapore’s earliest YouTube stars who grew to prominence before being signed by MediaCorp as a radio show presenter. He left the company last year to join Power98FM.

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