'Ernie Rogers, a twenty-three-year-old guitar player in San Bernardino, may represent the ultimate realization — and corruption — of YouTube's democratic ideal. Although on his user profile he bills himself as a “typical guy,” Rogers, who goes by the name lamo1234, has watched more than nine hundred thousand videos on YouTube since May. That averages out to approximately two hundred and fifty per hour, not allowing for sleep. What he watches, primarily, is his own guitar solos (or the first few seconds of them), over and over, to boost his view counts to levels that will make others take notice. His strategy seems to have been successful: one of his solos, a medley of Nirvana, Guns N’ Roses, and Beethoven licks, has been viewed two hundred thousand times—and only sixty thousand of those viewings were by him. Unfortunately, this strategy leaves little time for actually playing music. “Next year, the No. 1 spot on YouTube is going to be me, every day,” he told me. “I just need to make my band.”'
'It Should Happen To You', Ben McGrath in The New Yorker, 16th October