3/28 UPDATE: Lloyd Barnes and David have both removed their videos. See this article for details.
Yesterday, Lloyd Barnes released an hour long video on youtube “reviewing” Unbiased ACAAN, an ACAAN effect sold by David from the youtube channel Unbiased Magic Reviews. Theres a long section that describes the math that UMR uses to make the effect happen.
This drama is a continuation of the discourse surrounding the Atomic Deck. Sean Devine, another youtuber, released a scathing review of the Atomic Deck. Sean’s video more or less revealed the basic mechanic behind the product and Craig Petty, the creator of the effect has publicly called him out for doing so.
Craig Petty himself has a youtube channel and also does product reviews and he has definitely has let slip some secrets. The first example I can think of is his review of Cupid Rabbit.
Magic has been around forever, but as far as I can tell, magic reviews are just starting to become popular and more importantly, profitable. I don’t think any magic reviewer is currently earning liveable wages through youtube (I checked with some online estimators) but I do think it could be a reasonably profitable fun side hustle. Drama sells and I can totally imagine future reviews continuing to toe the line to get views.
Youtube has been around for over 20 years now. There’s been online exposure drama for nearly as long, but I believe this is the start of review-themed exposure as opposed to tutorial-themed exposure or exposure qua exposure. (LMK if I’m completely wrong.)
Are we on the cusp of another cultural shift? I actually do like how Craig Petty will post a video for all the products he releases that clearly shows what you’re getting. Will people follow his footsteps?