Logan Paul is a 22 year old internet personality and actor. His fame started in 2010 through a social media app called Vine. Since then, he has created an immensely popular YouTube channel, starred in movies, written and directed movies, starred in tonight shows, and launched his own line of clothing. Not only is he incredibly successful, but his younger brother is equally popular, Jake Paul starred in a Disney show and accumulated over 2.5 billion views on YouTube. Logan Paul displays entrepreneurial characteristics by being very ambitious and is able to recognize opportunity and capitalize on it.
Quickly after Vine started, Logan Paul emerged as a very popular character. Eventually Vine became a thing of the past, but Logan was able to ride off his momentum and moved to Las Angeles to collaborate with other young people in his exact same situation. None of them could have survived on their own. But because most of them moved from all over the county into the same apartment building and helped produce and feature in each others videos, they were able to make great content. Logan took advantage of this popularity to pursue his dream of acting and attained roles in TV shows and movies over his first few years in LA.
At this time he started to really move ahead. He launched a daily video blog (vlog) which hit one million subscribers in less than two months. From a business viewpoint, this blog was to gain popularity and spread awareness. He has now uploaded a vlog everyday for the past 394 days and has gained over 12 million subscribers, which he calls members of the Logang. Through this massive community, he advertised to millions of people every day for his new movies and shows, his partners’ endeavors, and his new clothing line. Logan Paul often showed video of his pet parrot and one day he decided to make a pair of socks with its picture on it, to sell to his viewers. These socks sold very well so he created a brand called Maverick, named after his bird, and designed dozens of different types of apparel. Through his network with many other young developers, he has been able to make his line very popular .
Although he did not take the traditional course of developing a product and starting a company, Logan Paul certainly is an entrepreneur. He found something that there was high demand for, funny videos, and he satisfied that need. Not only did he do that, but he used that position to achieve his dream and to get himself into roles of acting, producing, and directing. While doing all this, he had the insight to realize he could make a lot of money by selling clothing to all the people who faithfully watch his content and by doing so advertise his name even more.
Logan is certainly an example of viral marketing and social media entrepreneurship. However ever since he made the jump from Vine to Youtube I thought the way he has marketed his products has been a little predatory. His primary audience is kids under the age of 13 and he sells products for pretty high prices, he also puts a decent bit of social pressure on them to buy them and in turn the kids put a lot of pressure on their parents. Logan has made something like $16 million this year which is very impressive, but I don’t like him as a person.