The influencer is simultaneously owner of capital and the product sold

Evidence

Star is a capitalist, not a potentially precarious, struggling influencer groveling to audiences and brands, as Dawson grovels at the beginning of the video. We see that Star the influencer is one part of a broader network of corporate ownership and not even remotely the most significant part. … The warehouse becomes a background against which the varied contradictions in Star’s existence become obvious, where he cannot truly be both owner and product, but it is also a necessary location in which the product that is Jeffree Star comes into being, a product needed to sell the makeup that has value because of Star’s existence as a YouTuber. — Grant Bollmer, Katherine Guinness, The Influencer Factory, 308

Categorization

• XREF: Directly serves the reader’s Corpocene thesis: the individual achieves the form of the firm, both owning and being the commodity. Star’s self is the commodity whose value realization requires his own YouTube existence, mirroring the labor theory of value question — who produces and who realizes the surplus.
• DEFINE: Concretely dramatizes the Corpocene inversion: person as owner-capitalist and person as laboring product at once.