#for readability

AKA I Make Up a Bunch of Stuff About Media and Perception and Promotion and Branding and Say the Same Things Over and Over

I’m so sorry this is actually horrendously long. I’m a loquacious a$$hole.

So I started rambling in the tags of this post began thinking about Dan’s  presence recently. The reason so many of us fell for the red chairing was because it actually seemed possible -- perhaps not a proper joint video, but a cameo or side role.

Now that the video’s out, I can see it has very strong Solo Phil vibes, but I can still imagine a few different ways Dan could have been in it if he wanted to be. (Side note: It also feels like a run-of-the-mill, everyday, video, though seasonal, and not a festive special, despite the content. idk, I blame it on the lack of decoration and boring grey wall. cue clowning for more spoopy content though.) Dan is not in the video, so he must not have wanted to be in it. Why? 

Before I talk more, let’s just talk about “branding” for a bit. I use it interchangeably with “image”/”public image”/”public persona”/”common connotations”/”associations” here (kinda wrongly), but I default to “branding” because it’s what the phandom (possibly even Dan and Phil themselves?) use the most frequently -- “image” is perhaps the best-fitting term. Regardless, in a very general example, if Stephen King wrote a fluffy teenage romance book, it would be “off-brand” for him. That’s what we’re talking about here. Except with Dan and smaller differences.

It’s also worth noting that Dan and Phil were not always Dan-and-Phil -- I remember seeing an early liveshow clip where Dan says they’re not a double act. I’m pretty sure the radio show in 2013/early 2014 followed by the launch of the gaming channel in 2014 is when they became a “double act” --  the BBC absolutely billed them as such. 

You can see what I’m getting at here: Dan is trying to drop the “and Phil” in a softer way than he dropped the “isnotonfire” back in 2017. However, it’s definitely worth noting that he had already distanced himself quite a bit from it before the official name change, with first the shorter fringe and then the curls being a visual representation of that. And it’s probably just a mental thing on my part, but curly Dan now looks different from curly Dan-with-Phil.

Okay so first, why is he trying to change his image? Like his first evolution, a major component is being more mature -- llamas and malteasers didn’t simply not represent Dan anymore, they represented a younger, less mature Dan. He didn’t like it anymore. Does Dan not like who we view him as now? My first instinct is “no,” because his current connotations are fairly empty, but I don’t really know, so I’ll just move on.

What do we associate with Dan right now? i. e. what’s “on brand” for him? Well, again, there’s not a lot of strong specifics, at least for me. After two years for being nearly absent from the internet and very clearly growing a lot as a person, Daniel hasn’t talked enough for there to be only the basics left: tall, British, memes, and gay.

Okay, but the gay. Dan and Phil have been out for one year, but being part of The Gays is a pretty big part of their branding. This is because of their already long-standing reputation, more specifically their attachments to the community -- all those teenage girls turning out to be lesbians and, of course, the shipping.

The Gay is also an answer to the next question: What different aspects of his image is he pushing? Again, that he’s more mature and serious -- the UN talk, for example. I’m not counting the book here because that’s the product of the changes, not content being used to create a shift.

The big thing I want to focus on is the attitude video series. I’m very curious as to how this came about to be and don’t know enough details to say some things, but one thing I can note is that the plug for You Will Get Through This Night is a really small part of it. It’s literally the last thing he says, and they don’t even show the cover. It’s so skippable, and while it’s good that means they all really care about the important content of the series, it does create some questions.

To be honest, all of the attitude/This Night content is kind of strange to me. For example, the quote they used to promote it doesn’t mention the book, which just looks bad. This Night isn’t really the center of the collab -- it’s more general mental health awareness and activism.

So that’s the first thing Dan’s trying to put into his image. The podcast (Get Britain Talking or something like that) is, I feel, more directly part of marketing This Night, though of course, like with the video series, the content itself is emphasized and important and I should treat it as such.

Back to attitude. attitude is “the UK’s best selling gay magazine.” Why is Dan trying to build connotations to things he already is? No, but actually this gives insight on how he’s trying to be perceived: he’s a confident gay man. This magazine with its connotations (formal media, queer, well-established) will come up should someone new search up Dan -- obviously that’s not the direct reason; it’s a representation of his public image. 

Why is he trying to create this image? Right now, us in the phandom are probably 90% of the people tuned into Daniel’s actions. We’ve already built up a lot about him, and though we don’t want to admit it, we do like Dan-and-Phil, the double act. Overall, I do think Dan will not change our image of him as much as he’d like, but he has changed it more than we might think -- for example, people talking about how “mature” and “grown-up” he is in new photos. 

I think I’m just stupid, but these pushes don’t seem to be needed for You Will Get Through This Night. Okay so the problem here is “how do you get people to buy a book?” An author’s broader public persona doesn’t really impact this. I’m not going to hear about a mental health book written by an ex-Youtuber and search up the author. I’m not going to hear about a mental health book written by an ex-Youtuber in my normal book searching, period.

You know where I could see myself finding out about a book like this, and what would get people to buy the book? Doing mainstream interviews specifically about it; I’ll read TIME interviews with anyone, so long as it seems mildly interesting. But Dan’s not doing that, not a lot, not yet. (I bet he will later.)

I guess what I’m saying is the attitude video series is periphery media that impacts his branding but does not reach a large audience; it’s impact is atmospheric, not promotional.

(Dude it’s 10:30 at this point I’m not sure what I’m saying.) (also I rearranged these paragraphs sorry if it reads poorly)

Dan is a private person. He has made this extensively clear throughout the years and in the most recent content. What this means is I don’t believe he wants to update his branding just for the sake of accuracy to self.

So it’s (partially) for something else, but the public framing clearly goes beyond This Night. The obvious answer is that Dan’s just trying to return to the public eye, but then I still ask why???

The attitude series is not an end goal -- i. e. it is a building block for something. I mean, I just don’t think Dan’s like “yeah I want to create content again and this is the content I want to create,” simply because it started out seeming like an extension of the interview and now it’s clearly more than that, but it’s still like, for the magazine. It’s not his.

So what’s Dan going to do with this status of being a queer content creater and mental health advocate he’s curating? So remember how there’s a 99% chance he’s doing something w/ television but there’s been no official announcement? Yeah, that. 

I had a few paragraphs talking about book-adjacent media (interviews, reviews, ect.) vs television-adjacent media but all of it was me 100% making stuff up so it’s gone now. Basically, I *think* if he were to make a show, fiction or non-fiction, people would search him up and write a small description of him, and I *think* this is less likely for You Will Get Through This Night, so I *think* this reputation-building is in preparation of the former, not the latter.

Isabelle, you spent over an hour on this, do you actually have anything interesting to say?

Freaking *waves hands* promotional-- social dynamics-- what the heck actually is branding at this point-- Dan show.

TL;DR: It might just be the French in me (or just *my* French relatives?), but life is manipulation and Dan is trying to drop “and Phil” from his name and is manipulating his public image to be more mature, with a focus on being one of The Gays and a mental health advocate. Because it’s not vibin’ as This Night promotion/set-up, it is likely setup for promotion for another project, probably the TV one.

👋