The side hustle fever is now infecting Youtubers too

After creating sweaters, t-shirts and all kinds of accessories, earning a gold record with his album Onyx, and gathering nearly 19.5 million subscribers on YouTube, Squeezie is not done surprising us. Indeed, the 29-year-old YouTuber announced yesterday the launch of Ciao Kombucha, a beverage brand that is “natural, low in calories and sugar, and rich in probiotics!” as stated on the website. Available in six different flavors, from lemon to mint, including dragon fruit, peach, ginger hibiscus and red fruits, the drink, which will hit stores next week, already seems to have won over Squeezie’s community, as his fans call him. But Squeezie is far from being the only YouTuber expanding his creative and entrepreneurial ventures. Is the culture of the side hustle taking over the wealthy world of the French YouTube scene?

Many YouTubers no longer limit themselves to simply posting videos or content on social media. From Léna Situations’ Hôtel Mahfouf, which just redecorated the walls and windows of the BHV in Paris, to Andie Ella’s matcha that draws crowds all the way to Seoul, and even Mister V’s Pizzas della Mama, ideas and businesses are booming. Is it just a creative outlet or rather a need for financial security in an era where culture is far from being a political priority? For Léna Mahfouf, it’s unclear whether her brand is even profitable, given the exorbitant prices of every pop-up and the cost of ethical, properly-made production. As for Squeezie, his previous clothing brand Yoko reportedly caused financial losses of hundreds of thousands of euros. Yet this hasn’t discouraged him from launching his new Kombucha project, a drink that “really helped me cut down on my soda intake and other sugary drinks that aren’t great for your health” as he says on Instagram. Let’s hope this project doesn’t meet the same grim fate as Maison bagarre, the canned sparkling wine brand launched a few months ago by YouTuber Océane Amsler, which was forgotten before anyone had time to say “Cheers!”