I put a lot of thought into this comment before submitting it. Yesterday, while having lunch, I watched what essentially amounted to a 10-minute advertisement on Yoder's channel, and it left me somewhat unimpressed.
Barbecue isn't complex unless you intentionally make it so. Some YouTubers are attaching humidifiers, spinning plates, radiators, and steam injectors to their $100 sheet metal stick burners just to get views and claim they're "cooking the ultimate brisket." Others are straying further and further from the essence of barbecue, experimenting with bizarre ideas like aging brisket until it's rotten and unsafe for consumption, using an oven with liquid smoke, and other weird pointless endeavors.
I used to run a small barbecue channel on YouTube as a hobby because I genuinely love cooking (and eating) barbecue. I thought it would be nice to shoot some videos and share them because I enjoy watching other people cook barbecue. I relish seeing how they manage the fire and coals, observing their equipment in action. I don't own a Kamado, a gravity-fed smoker, or that peculiar contraption with smoke billowing out of a horizontal baffle while coals burn beneath it (I can't recall its name). I don't have a pellet cooker. Yet, I find immense satisfaction in watching someone light the coals, rearrange the coal bed, and toss sticks into a firebox. Why? I'm not entirely sure.
That's how my passion for barbecue began. However, in the past few years, I've noticed a significant shift in focus. A tremendous shift, in fact. YouTubers hardly show the cooking process anymore. Every video follows a similar formula:
1. Intro
2. 5 to 10 minutes of preparation, filled with catchphrases, memes, and product placements. Often, the preparation doesn't even include the actual meat but focuses on unusual sauces, bread, or side dishes.
3. A mere 10 seconds of actual cooking, often reduced to a quick "smoke it to a certain temperature for a certain time" before jumping to the final result, hours later.
4. 1 minute of sponsored content, promoting everything from meat to rubs, cookers, and hair trimmers.
5. 5 minutes of hyping up the end result and recapping what has already been shown.
6. 10 minutes of people eating on camera and reacting to each bite as if it's the best meal they've ever had, every single time.
7. A 2-minute outro, imploring viewers to like, subscribe, comment, subscribing to Patreon, check out the merchandise, and buy, buy, buy.
I don't appreciate this approach. Watching 20 minutes of thinly veiled advertising disguised as a barbecue video because I glimpsed 10 seconds of brisket on a cooking grate isn't my idea of enjoyable content.
I understand the motivation behind it, though. People want to monetize their passion and turn it into a business. So, in sequence, there's YouTube ad revenue, revenue from product placements promoting their own merchandise with calls to purchase rubs and apparel, revenue from sponsored segments (meat, thermometers, cookers, charcoal, and the list goes on), followed by more revenue from Patreon. Now, there's yet another streaming app where the same individuals who encourage you to buy a hair trimmer while watching a brisket cook also ask for a monthly fee to see their content.
Last year, I took the initiative to archive all of Jirby's videos because I consider them to be incredibly valuable, like liquid gold. I have a concern that one day he might attempt to monetize them and remove them from the public channel. Now, I'm contemplating whether I should do the same with Chuds' and Jeremy's content. However, I'm grappling with the idea because it essentially covers the same material that we've already watched and learned from.
There's a clear distinction between those who do it out of love and those who do it for marketing purposes. You can observe how many of these channels transform (or devolve, depending on your perspective) from a dude sharing his passion with others into a full-fledged LLC churning out long-format advertisements disguised as cooking videos. We're constantly surrounded by people trying to sell us something at every turn.
Barbecue isn't complicated. Wondering why I haven't posted a video in a year? It's because there's not much more to say about it. Here's pulled pork, here's brisket, here are ribs, here's chicken... After a dozen videos, you either start over and pass it as fresh content or venture into weird territory for the sake of views. I chose neither because I was doing it for fun, not for profit.
I genuinely appreciate individuals like Jeremy and Chuds who, in their early days, were just folks on a patio sharing their love for cooking with us all. I wish them success in their endeavors, but I won't be following their current content. There's a reason I enjoy watching content from people like Ry and Justin, but I'll never click on anything from Guga. I relish watching people cook barbecue, not advertisements.