Another day, another creator doing something stupid for views.
Except this time, it was really stupid.
Jack Doherty crashed his $200K McLaren supercar during a livestream.
It led to injuries, getting banned from Kick, and backlash from fellow creators.
Not His First Fiasco...
This isn't the first time Doherty crashed a vehicle while filming.
The 20-years-old has flipped ATV and crashed a golf cart with his girlfriend.
This time, he sped down a rainy highway while streaming and texting.
After crashing, Doherty seemed more concerned about filming the disaster than the wellbeing of his cameraman.
Reaction:
- “This guy deserves jail time” said Nadeshot.
- “Do you understand that the internet hates you and the way you handled this makes people hate you even more?” said McNasty.
- Kick (where Doherty was streaming the crash) banned him from the platform.
Our Take:
Live streaming thrives on raising the stakes.
Your dopamine hits don't last as long because viewers get numb to your spectacle at a faster rate.
So you do more. And more. Until...
Well, you end up like Fousey who ended his daily livestreams by getting arrested.
Or this case, crash a $200K car.
Doherty apologized, calling the crash a “huge learning lesson.”
Yeah right. He later posted a video titled “we almost died” and joked “At least I still got two Lambos.”
But the joke is on Doherty.
Sure, he's getting views today. But I've seen this movie before.
Here's what's happening behind-the-scenes:
- Nearly every sponsor is writing him off as a brand risk
- Nearly every platform (not just Kick) will think twice before supporting him
- His fans will age out and get tired of his antics
All of which will doom Doherty's brand in the long-term unless he makes a big change soon.