Unveiling the Unforeseen: The Viral Journey of ‘Nothing Except Everything’ on YouTube
In September 2023, Wesley Wang uploaded a YouTube video titled “nothing except everything,” which unexpectedly went viral after being rejected by most major film festivals. Darren Aronofsky discovered the short film on YouTube and reached out to Wesley, leading to a collaboration that resulted in Wesley writing and directing a film under Sony TriStar, with Aronofsky producing.
This success sparked discussions about whether it was a one-off or part of a trend of YouTubers influencing Hollywood. Amidst the chaos and anxiety in the film industry
The YouTube video’s success was attributed to several factors, notably its unconventional thumbnail that stood out and engaged viewers. The video broke the fourth wall, creating a personal connection with the audience, reminiscent of content on platforms like TikTok. It appealed specifically to Gen Z, capturing the collective experience of the pandemic era. The presence of popular actors with large social media followings contributed to its traction, but organic engagement played a significant role in its viral spread. The film’s resonance with its target audience and its potential to spread widely among them were key factors in its success.
The YouTube video’s success stemmed from its ability to evoke strong emotions among its audience, particularly within the Gen Z demographic. While featuring popular social media creators like Lily Chi in the thumbnail initially attracted attention, its resonance with viewers led to widespread sharing and engagement, reminiscent of the YouTube New Wave movement. Despite its success, the video’s creator, Wesley, acknowledges that its production was not sustainable for a typical YouTube channel due to its high cost and time investment. Nonetheless, its impact propelled Wesley into becoming the youngest director ever to have a movie set with a major studio. Wesley reflects on the moment he pressed publish and the unexpected journey that followed, highlighting the psychological validation that comes with viral success. This success also underscores a shifting perception of internet content creation, where efforts to create high-quality, non-optimized content for platforms like YouTube are gaining recognition, challenging traditional Hollywood norms.