Devin Nash works as the Chief Marketing Officer at an agency that collaborates with streamers. He explains how difficult it is to work with some of the big Twitch stars.
Who is speaking? That is Devin “Mylixia” Nash (featured image). He was the CEO of Counter Logic Gaming, a prominent eSports organization, from 2015 to 2017.
He has been a consultant for the video game industry in the fields of gaming and eSports for many years. Currently, he is the “Chief Marketing Officer” for N3RDFUSION, an agency that contracts streamers and then connects them to clients.
Among their streamers are DansGaming (795k followers), Sloot (180k followers), and GiantWaffle (866k followers).
This is what Nash says: In a podcast, Nash talks about what it’s like to work with some of the biggest streamers:
Every morning you wake up with this silly kid who doesn’t care about anything. He hates going to school. Even though you pay for everything – he hates you. He hates the world and everything. That’s how it is to work with most streamers.
Nash then enacts a fictional dialogue:
“Hey, it’s 4:00 PM. You need to send out that one tweet now.”
“Oh, sorry. I just woke up. I totally forgot. What am I supposed to do again?”
“Buddy, it’s 4:00 PM on a Tuesday. Can you please check your email? We’ve sent it to you 3 times. And we’ve talked to you about it on Twitter and Discord and followed up there. We’ve also sent a telepathic message and a damn carrier pigeon – could you at least look at one of those things we sent you?”
This is what it’s about: One must realize that there is a significant discrepancy: The streamers are successful and a lot of money is involved. Many are young and spend a large part of their time playing video games on Twitch and entertaining a young audience.
They have no prior work experience – especially not as freelancers with large companies. Many have never worked or truly dealt with money or obligations.
However, one should not generalize. Especially among the most successful streamers on Twitch in recent years, such as Tyler “Ninja” Blevins (2018) or Guy “DrDisrespect” Beahm (2017), there is apparently a high level of professionalism present. They either have an appropriate environment or background:
- with Ninja, it seems his wife is the manager who handles all the threads
- DrDisrespect is significantly older than most other streamers on Twitch and previously worked as a game developer on Call of Duty
The description by Nash probably won’t apply to them.
With other streamers, one can easily imagine that they fit Nash’s description.
Especially regarding Turner “Tfue” Tenney, there are several stories. He even said about himself that he is “too dumb to read a contract.”
Tfue is certainly highly disciplined and talented, otherwise he wouldn’t be so successful. However, whether he is inclined to deal in detail with the responsibilities of sponsorships is questionable. There have been conflicts in the past about this.
Especially streamers who are not quite at the top but are already making a living from Twitch are likely meant in Nash’s comments.
