Being a YouTuber doesn’t mean working less.
That’s what Tecumseh’s Glenn Fricker thinks the general public might not understand about how he makes a living.
“I like to say I work 14 hours a day so I don’t have to work eight,” Fricker told CBC Windsor. “I mean, I used to work at Chrysler… Now I do this full-time.”
For the past decade, Fricker has been entertaining viewers with his curmudgeonly takes on heavy metal, music recording and studio gear. His Spectre Sound Studios channel currently has almost 600,000 subscribers and more than 144 million total video views.
But Fricker recently stepped out of character to announce he needs a break from uploading: He’s taking time to focus on the health and recovery of his wife, Julie, who has suffered a stroke.
And Fricker believes YouTube’s algorithm is going to punish his channel for the hiatus.
“The YouTube algorithm, I swear, was based off the movie GoodFellas,” Fricker explained in a video post.
“‘Oh, your wife is in the ICU on a breathing tube? F– you, where’s my content!’ This is what we sign up for when we become YouTubers. We have to put new videos out, no matter what.”
YouTube is notoriously quiet about how its algorithm works. The online media giant didn’t respond to CBC’s request for comment.
But Fricker told CBC Windsor he knows of YouTubers who have come back from breaks only to discover their new content generates lower viewership numbers than before: The algorithm stopped recommending their uploads.
“All YouTube wants is for people to watch videos and keep watching,” Fricker said. “Recommended videos are based on watch time and viewer satisfaction and a whole bunch of other factors.”
That’s why, until now, Fricker has kept up a grueling schedule of uploading two new videos a week, typically longer than 10 minutes each.
To try to prevent his channel from falling off the YouTube radar, Fricker is asking fans to let playlists of his content run continuously on an alternate device or browser window.
“I figured it’s best to just give it to ’em straight,” he said. “I just asked the community, if you want to support the channel — just push play.”
“The YouTube algorithm sees the watch time go up, and then starts pushing it to other people as well.”
Fricker’s journey to being a social media professional hasn’t been typical. In the 1990s, his love of heavy music inspired him to build a home studio and start recording bands. As his skills and reputation grew, metal musicians from near and far sought out his expertise on capturing crunchy riffs and monster vocals.
Around 2014, on the suggestion of a fellow producer, Fricker began uploading tutorial videos on what he considers best methods and practices in the studio.
Whether because of Fricker’s garrulous personality or his strident opinions, his videos quickly gained a sizable audience. For example, his video entitled “How to not COMPLETELY SUCK on bass guitar” has drawn 1.5 million views, at last count.
“It’s like if Gordon Ramsay ran a recording studio,” Fricker told CBC Windsor. “I just tell it like it is. I say what’s on my mind, and let the chips fall where they may. That upsets some people — but most people get it.”
Hard rock drummer Ken Amlin, whose band Black Kreek recorded an album with Fricker, feels the Spectre Sound Studios channel has a special kind of cranky magic.
“He’s got a ‘no-BS’ kind of approach,” Amlin said. “He’s not afraid to tell you if something is not good.”
But constantly putting out hot takes opens one up to criticism, and Fricker gets plenty of it. One type of video he regularly uploads is himself simply speaking to the camera and responding to individual online comments — which Amlin finds hilarious.
“There’s nothing inauthentic about Glenn,” Amlin said. “He’s lived the life of a metal head, and now, as a metal head YouTuber, this is what he eats, what he breathes, what he bleeds… I’d be hard-pressed to think of anyone who’s a greater authority on metal music than Glenn.”
The channel has been so successful that Fricker retired from his autoworker job about five years ago, while Julie retired from working the line at a minivan seats factory.
But being fully self-employed means no pension, no benefits — and no job security. Fricker said he understands he’s at the mercy of YouTube. So far, it’s worked out.
“If you’re going to commit, you gotta commit,” he said. “I’ve been incredibly fortunate in my situation.”
Despite the constant grind of creating content and seeking views, Fricker emphasizes that he’s grateful for the life YouTube has afforded him, and for the support of his followers.
“You guys have been absolutely amazing,” Fricker said. “The honest truth is, this is what I love to do. And I find a lot of joy in what I do. So I can’t see myself taking too much time away.”
“But one thing I’ve been contemplating quite a bit, is a bit of an attitude change. Something like this — it puts things into perspective, and it’s a great teacher of humility.”
