Sneaky Sushii reveals life as a YouTuber in Singapore

Content material creation has captured the needs of individuals around the globe. Particularly amongst youthful generations — millennials and Gen Zs — the influencer way of life appears to have way more attraction than a company job.
As of April 2022, 67 per cent of Singaporeans between the ages of 16 and 24 have been creating on-line content material. Whether or not it’s images, music, dance, and even vlogs capturing on a regular basis life, there are limitless niches at the moment, for folks to find and change into part of.
With the emergence of platforms reminiscent of TikTok and the rise of short-form movies, content material creation has change into extra accessible than ever earlier than. The creator economic system has been quickly rising, and for a lot of corporations, influencer advertising and marketing is now not an experiment — it’s important.
That being stated, what does it actually take to succeed (learn: make a full-time dwelling) as a content material creator in Singapore? We spoke to Jay — extra generally recognized by his YouTube deal with, Sneaky Sushii — to search out out extra.
Turning into a YouTuber in Singapore
Not like many others in his sneakers, Jay’s rise to YouTube fame was surprisingly quick.
In July 2018, he posted his first video — a brief movie created totally out of footage from the online game Fortnite. A couple of extra adopted and in simply six months, there have been 100,000 subscribers ready for Jay’s subsequent add.
It might’ve been the top-notch enhancing, the well-told tales, or Fortnite’s immense recognition — both means, Jay discovered the boldness he wanted to place all his efforts right into a YouTube profession.
“The channel form of blew up and I believed, ‘I can in all probability make a dwelling off of this’,” he defined.
Halfway by 2019, Jay’s movies have been getting thousands and thousands of views. Nevertheless, after a yr of making brief movies, he’d grown bored of the sport itself. He determined to shift niches and beneath a brand new moniker, Sneaky Sushii, he started providing up a mix of comedy and social commentary.
In his movies on the Sneaky Sushii channel, Jay typically shares his ideas on trending occasions and reacts to common content material / Screenshot of Sneaky Sushii’s uploads web page

I bought bored of Fortnite and determined to enter the Singapore YouTube market. Again then, I believed the YouTube scene in Singapore was trash and felt I might in all probability present some worth to Singaporeans. That’s the place I’m at the moment.
– Jay, also referred to as Sneaky Sushii
Immediately, Sneaky Sushii has over 380,000 subscribers (and counting). Together with this, Jay additionally posts content material on second channel, Sneakier Sushii — with 53,000 subscribers — and hosts livestreams on Twitch each Thursday.
What makes Singapore’s YouTube scene stand out
Whereas his Fortnite content material was geared in direction of viewers from around the globe, Jay’s movies as Sneaky Sushii have a heavier Singaporean focus. Previously, he has shared his views on native manufacturers, influencers, and trending information tales.
Concentrating on a Singapore viewers comes with advantages and downsides. On one hand, Jay believes that as in comparison with nations just like the US, it’s simpler to attract in Singaporean viewers.

Singapore is so tiny and concentrated that every one you want is one viral video to [gain the attention of the masses]. Sustaining your relevancy is one other challenge however I’d say — so long as you’re focusing on the native demographic — it’s simpler to be a content material creator in Singapore.
– Jay, also referred to as Sneaky Sushii

On the flip facet, when creating for a Singaporean viewers, there’s additionally a decent ceiling on most viewership. This impacts the quantity which creators can instantly earn from YouTube.
“The tactic of incomes cash may be very totally different from US creators. In Singapore, the cash is in getting sponsors and model offers,” he defined. In different nations — with greater populations — creators can construct up sufficient of a following to earn a considerable quantity from their views alone.
“I suppose that’s why most content material creators in Singapore default to ‘promoting out’ and [promoting brands in all of their content]. Both that, or they only cease doing YouTube as a result of you may’t survive solely off of your views,” he added.
Reaching a world viewers
Regardless of the present focus of his content material, Jay hopes to develop his viewers sooner or later. That is notably vital for him as his unfiltered model typically shuts him out from model offers.
Promoting merchandise is one other avenue by which impartial creators can add to their earnings.

I make numerous [inappropriate] jokes and I attempt to be as genuine as attainable, which limits the manufacturers that I can work with. I wish to attain a world viewers and get extra viewers so I might be as impartial as attainable, with out having [to rely on] too many sponsors.
– Jay, also referred to as Sneaky Sushii
Jay acknowledges that this comes with its personal challenges. He has to look, not solely on the content material he creates, however on the means during which it’s delivered.
“Possibly it’s simply my unconscious inferiority complicated, however as a Singaporean, I’m not tremendous pleased with the best way I converse. This will likely or could not have an effect on how my content material is perceived by a world viewers,” he stated.
Jay clarifies that he’s immensely proud to be a Singaporean and loves the nation, nevertheless, in his try to succeed in a world viewers, the accent could also be holding him again.
“I discover myself talking extra eloquently and enunciating my phrases extra. Maybe, this can be a good factor, however I danger sounding inauthentic, like somebody who picked up a British accent simply because they went on trade for six months.”
A YouTuber’s work-life steadiness
From the surface, the influencer way of life can seem to be a breeze. Nevertheless, there’s numerous work which fits into creating content material each day.
“I’m undoubtedly working greater than somebody would in a standard nine-to-five job,” he admitted.
So far as work-life steadiness goes, he argues that it comes right down to having enjoyable with what he does.

Work-life steadiness is sort of a delusion isn’t it? What should you actually get pleasure from what you do and obsess over it daily? To others, it might seem to be you’re overworking your self, however to you it’s not likely work. I discover [YouTube] enjoyable — for probably the most half — so I’m simply going to maintain doing that.
– Jay, also referred to as Sneaky Sushii
That being stated, Jay acknowledges that, regardless that he loves the job, it’s not all the time smooth-sailing.
“Burnout is an actual factor,” he stated. “Particularly if you begin changing into too laborious on your self and anticipating each video to do higher than the final. I’ve learnt to let that go although, so it’s a lot better now.” 
Featured Picture Credit score: Sneaky Sushii
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