The world of influencers and key opinion leaders is an endless stream of beauty bloggers, lifestyle gurus, gamers, and film critics all vying for the attention and ad dollars of a near limitless audience. For all the wonderful ways in which the Internet has democratized fame, making it easier for folks with serious talent and poignant insights to find the admirers they deserve, it’s also opened the flood gates for a bunch of people who, as the old adage goes, shouldn’t quit their day job.
Nevertheless, every once in a while, we are treated to that rare mix of personality and passion which makes for a truly enjoyable vlogger. Someone who can introduce the rest of us to a world we know little about it, and present it in such a way that has us coming back week after week.
One such Internet star is Max Burns, a 16-year-old Briton who spent the first 13 years of his life in Qingdao and Beijing. Blending his unique background as a third-culture kid with his love of food, and throwing in a healthy dose of his charming family for good measure, Burns has hit upon a recipe for viral video success. Creating content with a few friends under the brand OMG, Burns and company have gained over 100,000 new followers on Bilibili since the start of this year alone.
We spoke with Burns about how he got his start, what it’s like playing to Eastern and Western crowds, and how his background has influenced the content he creates.
Please introduce yourself!
My name is Max Lazarov Burns, and I’m 16 years old.
How long did you live in Beijing? Where do you live now?
I lived with my family in Qingdao for the first 6 years of my life, then we moved to Beijing where I started primary school. When I was 13 we moved to Brighton on the south coast of England.
Where did you go to school when living in Beijing?
I went to FangCaoDi from the age of 6 and after graduating in 2015 I went to Number 55 Middle School for just one year.
How long have you been making videos and why did you want to start?
I first started doing these videos around about the time we moved to Brighton, almost 3 years ago. It started when I was offered some media work experience in London and given the chance to be one of the three people in a weird ‘food taste test’ thing. I can’t remember the exact video, but anyway for some reason it gathered some interest and they asked if I’d like to do more. It’s allowed me to keep using my Chinese and earn some pocket money at the same time!
Your videos are racking up some serious views. How does that feel? What are your plans for the future?
It feels amazing to see something that you’ve put hard work into grow into something bigger, and I’m extremely grateful to the people that watch the videos – especially recently because the support has been crazy. In the future, I would like to experiment with some more cooking as those videos I enjoy the most, but in general I hope to provide more of what the viewers would like to see.
Your family, and specifically your dad, feature heavily in your videos, and even get their own playlist on your YouTube channel. Why do you enjoy getting your family involved? Was that always the intention, or something that grew organically? Why do you think your audience enjoys seeing them so much?
I didn’t actually get my family involved, the way it happened was that OMG asked my dad to react to one of my videos. While he was watching, my little brother came into the frame to ask my dad what he was doing – then my dog followed – the viewers took an instant liking to them and from then on, everything else has grown organically for sure.
Do you create content with both a Western and Chinese audience in mind? Do you think there’s a difference in the type of content these audiences want, or a difference in how they consume content?
I feel that most of the content is directed towards Chinese people living in China or abroad. For example I have some videos that would help Chinese people in London find new places to eat. I’m not sure if I have western viewers but if I do, I would imagine they watch my videos for the same reason as a Chinese audience would – that is to learn something about the opposing culture, or how my family lives after experiencing both Chinese and British cultures.
If you didn’t have the opportunity to grow up in Beijing, how do you think your brand would differ? Would you even have a brand like OMG?
If I hadn’t grown up in Beijing everything would be completely different. For a start, I wouldn’t speak Chinese, but just as importantly, I probably wouldn’t have the same connections. Growing up in Beijing, and in Qingdao before that, I got to meet a lot of creative people through my parents’ work (they started REDSTAR magazine in Qingdao and now in Hangzhou). There was always stuff going on and I think being exposed to music & media etc, and the whole randomness of China in general – it’s really this whole combination that’s helped me have this amazing opportunity.
More generally, can you tell us a little bit about your time in Beijing and being a third-culture kid?
I have so many fond memories of growing up in Beijing. Going to FangCaoDi was great because it was like I was immersed in China while having classmates and friends from literally all over the world. Just playing in the streets and the parks with my mates, skateboarding etc. Before that, in Qingdao, lots of time spent with my “Nainai” who used to make me amazing Zongzi and take me for Paiguomeifan. She still calls me today and tells me how much she misses me! At #55 Middle School, me and two friends formed a band and managed to play at a few live-houses before all three of us left Beijing.
Being a third-culture kid?…I suppose the long distance relationships with family back home was always a challenge…oh and always being asked what sort of accent I have!, other than that, all good.
Your videos focus primarily on food. Do you hope to be a food critic in the future? Or is this just something you have fun doing? What’s your favorite video you’ve created (with link)?
I’ve never actually considered being a food critic as that’s not really what I like doing. It’s more like I enjoy trying new foods and bringing people along with me. The video I enjoyed making the content of the most was the ChongQingXiaoMian video (I can’t find the link as I think it’s only on bilibili), and the video that I like the outcome of the most would be the one where I make KungPaoJiDing.
Do you have any advice for… 1) Other third-culture kids who may be struggling to find their place. 2) Other kids who want to become content-creators.
One piece of advice I would give to third-culture kids is to take hold of every single opportunity available in order to embrace that third culture and keep it alive. With content creation I think the main thing is to be patient and always work hard because good things come to those who wait, so keep at it.
You can follow Burns and the rest of the OMG gang on YouTube, Bilibili, Youku, and Facebook.
For more of the Burns family on Bilibili, click here.
Photos: Max Burns