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The online spectacle surrounding YouTube celebrity James Charles started out as a spat between friends. The hundreds of reaction and commentary videos that have sprung up in the last week, however, collecting millions of views and generating thousands of dollars in ad revenue, show how drama becomes everyone’s business on YouTube.
In the days since beauty vlogger Tati Westbrook published a 43-minute video condemning Charles’ behavior over the past few months, Charles has lost more than 3 million subscribers and reportedly been dropped as a partner from beauty entrepreneur Jeffree Star’s merchandise manufacturing company, Killer Merch. He’s lost more than 200,000 Twitter followers, according to marketing firm Tagger Media, and many of the…