The Justin Biebers of Minecraft Are Rewriting the Marketing Playbook


On large screen in a conference room at's San Francisco office, the face of an adolescent girl appears. Like an affectless Wizard of Oz, her floating head manages to mumble “Hi,” but is otherwise wordless. She's dialed in at the behest of her father, an executive at the cloud computing company. He insists she's a huge fan of YouTube supergroup TeamCrafted, who just happen to be in the house.

One by one, the YouTubers pop in front of the camera to talk to her. They smile, wave and videobomb each other, playfully scooting their office chairs around in the background

The girl looks on. Quiet

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