It started with original and relatable content that produced a following of 15 million subscribers by 2020 (Singh 2020). In 2010, when she was 22 and in her final year of a psychology degree, Singh posted her first video on YouTube from her family home in Canada (Leskin 2020). YouTube/Lilly Singh The Rise of a Superwoman Rising to notoriety through a YouTube channel under the screen name ‘Superwoman’, Singh who hails from Canada, went from making videos online to crossing entertainment industry boundaries and becoming a late-night talk show host for mainstream media. This case study will specifically look at the life of Lilly Singh. The internet has enabled people to gain global entrepreneurial success through carefully navigating the thin line of positioning themselves as brands while creating authentic, accessible and entertaining content online. The statement in the title above is riddled with subtext, but it is one rooted in truth. This in turn, has resulted in these influencers having increasingly viable modes of generating income and building a business (Abidin 2018). Many have taken advantage of online platforms and created digital brands as internet celebrities with millions of followers. In the midst of a social media and technological boom, ordinary people have turned their attention to professional online autonomy. Influencers Reign as Modern Entrepreneurs
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