The Yogscast are a group of online Let’s Players who produce YouTube videos in which they play video games, joke with one another, and sometimes engage in long-form storytelling. Some members of the Yogs have been friends for a decade, having met through playing the massively multiplayer online role-playing game World of Warcraft (Blizzard, 2004), while others are YouTube content producers who started out independent and then later joined the group. The Yogscast as a business entity takes a portion of earned revenue from member YouTube channels in exchange for promotional, editing, and legal services. The Yogscast is thus both a friend group and a business arrangement. The Yogscast fandom in turn includes discussion of and fan works about personalities and/or characters based on both content producers who are contractually bound to the Yogscast and various friends of those content producers who appear in their videos.
Neill Hoch, Indira. 2018. “Content, Conduct, and Apologies in Tumblr Fandom Tags.” In “Tumblr and Fandom,” edited by Lori Morimoto and Louisa Ellen Stein, special issue, Transformative Works and Cultures, no. 27.