The 16-year-old stands in the aisle of her local Target in Manhattan Beach, Calif., beside her father Jordan Matter. They are dressed almost identically, in jeans and black shirts.
Tonight’s shoot marks the Matters’ first official collaboration with Target, but the video sits firmly in the family’s milieu: a competition with a frenetic, handheld filming style and bombastic volume. Salish will face off against her father to see who can construct the best sleepover setup using products they find in the store, a riff on Supermarket Sweep. Joining Salish’s team is 34-year-old comedy creator Haley Kalil, a.k.a. Haley Baylee; fellow creators Brooke Monk and Devon Rodriguez will have cameos.
Salish shrugs her shoulders up toward her ears. “No pressure,” Jordan adds.
That level of frenzy for a teen content creator—a frenzy that, in past decades, was reserved for pop stars and Hollywood A-listers—is far from out of the ordinary these days. Even a decade ago, young people said they related to content creators more than traditional celebrities-—and many see influencing as the ideal job. A recent study from Edison Research found that 30% of Americans ages 13 to 24 already call themselves digital-content creators.
The fact that she’s been doing it consistently, for so long, has allowed these kids to kind of grow up with her.——Jordan Matter
Salish began appearing on her father’s channel in April 2018, at 8 years old. Back then, the channel focused on Jordan’s dance photography—he had already published multiple books—as well as photo challenges with young subjects, including cast members of the reality series Dance Moms and a 14-year-old Tate McRae.
Salish’s appearances on the channel became more frequent during the pandemic, after the family relocated from Nyack, N.Y., to Los Angeles. The family includes her mother Lauren, a trained veterinarian, and her older brother Hudson. Lauren mostly stays off camera. Hudson, now 20, also began appearing on Jordan’s YouTube channel as a child, then pivoted to grow his own.
Jordan Matter, here amid the organized chaos of an Oct. 17 late-night shoot at a California Target location, takes a strategic approach to his family’s brand —Maggie Shannon for TIMEAs his channel has grown with Salish at its center, Jordan has stepped firmly into the role of strategist. Starting roughly four years ago, he limited their output to once-weekly YouTube videos, eschewing brand deals and product launches until Sincerely Yours. “We wanted to take time to build that emotional connection [with our audience],” Jordan says.
There is no one quite like Salish. Her audience’s love for her is undeniable.——Heather Tilert, NetflixNetflix characterizes the Matters’ deal as unique, even among its recent push to court other content creators and podcasters, including Ms. Rachel and Mark Rober: it includes multiple original titles, rather than one, plus the option to explore additional business deals or partnerships guided exclusively by the streaming giant. “There is no one quite like Salish,” says Heather Tilert, vice president of kids and family series at Netflix. “Her audience’s love for her is undeniable. They connect with her because she’s real and relatable while also being incredibly aspirational and humble.”
Jordan limits filming to Sundays, so Salish can focus on other things the rest of the week. He says he and Lauren are constantly checking in on their daughter’s mental health. “My wife and I talk about it all the time with her,” Jordan says. “Any parent that says, ‘Oh, it’s all good, it’s great—they’re happy.’ Well, maybe they’re happy, but that doesn’t mean it’s all good. There’s still a young person developing into an adult, and now the world is watching them develop.”
I don’t want to make it my entire personality.——Salish MatterJordan says the family is aware of security considerations that arise when sharing children’s lives online, and he points to a note for Salish on the kitchen counter, which was delivered in person and signed by 10 young fans who discovered where they live. To Jordan, the bigger concern is the emotional weight of internet fame: “Seeing where [Salish is] emotionally and how she’s handled it—I don’t see what we could have done better, but that doesn’t mean that everybody should do it,” he says. “We happen to have a kid who seems to be genetically predisposed to be able to handle this kind of life.”
“When you are working with your parents, your consent—your understanding of consent—is very different than working with strangers,” says Jno-Charles. “So you theoretically may be asked, ‘Are you OK with this?’ But how comfortable do you feel saying no to your father, whose idea this is?” The stakes can feel particularly high when it comes to a family business: “Continuing this enterprise directly affects his understanding of his career, your family’s net worth, your family’s future. I personally don’t feel like a child is fully capable of removing consent, especially a minor child, in a situation where they’re working with their parent.”
Jordan filmed multiple videos with Rockelle in 2020 and 2021, when she was between 12 and 14, and says he found the documentary shocking. “My experience of it was, it was a relatively healthy environment,” he says. Still, some online commenters have compared the families. Jordan says that he understands the impulse to make a connection, but that those judgments are uninformed. “Almost every opinion comes from people who have never met us,” he says. Lauren adds, “We all realize that people are really imaginative, and a lot of times the comments don’t really have a basis in reality.”
At 16, Salish Matter is content creator, cosmetics-brand founder, and now Netflix star —Maggie Shannon for TIMEJordan does not see his videos as playing into the idea of a romantic relationship between the pair. “What I’ve always seen with the Nidal thing is I think it’s an incredible opportunity to showcase a very close connection between a boy and a girl that’s not intimate in a romantic way,” Jordan says.
Jordan says that in his channel’s early years, he relied on his collaborators to tell him what they were comfortable with—and that those suggestions included concepts that might now give him pause. For one shoot, Piper Rockelle, then 13, and another teen re-created well-known romantic celebrity photographs, including a bridal image. “In retrospect, yeah, probably not the best image, especially the wedding-dress part,” he says.
The level of scrutiny has become even more intense as the Matters’ profile has risen this year. Recently, for example, some online commentators questioned the propriety of a thumbnail image from Jordan’s YouTube channel that then appeared on Netflix of Salish looking up at the camera with her mouth open. “The fact that we’re getting called out for sexualizing her—it’s completely out of left field because the context of the thumbnail is in no way sexual,” he says. Typically, the family also captures smiling and grimacing versions of thumbnails, but when they A/B test them on the platform, the “shocked” one usually wins out. But Jordan says they’re backing away from using images with the expression to protect Salish nonetheless: “I don’t want Salish to be feeling uncomfortable.”
What does moving forward mean for Salish, in the broader sense? She doesn’t know what her life will look like in five years. She says she knows she wants to continue creating content, and her biggest ambition is to have fun. She’s not sure if she sees herself attending college. Jordan wants his daughter to be able to choose her own adventure. “As she gets older, she has these different buckets that she’s already dipped her toes into, and then she can just pursue them,” he says. “The world is her oyster, honestly.”
Today, Salish feels fortunate to be in her position, and echoes Jordan’s sentiment about the future: “I feel like I’ve gotten so many amazing opportunities,” she says. “I’ve gotten to see what building a brand is like and what being on a Netflix show is like, and there’s just so many options.” She also lent her voice to the third Angry Birds movie, coming out in December. Recently, while filming TikToks for the movie, Salish was introduced to Kim Kardashian and her son Psalm, who also has a role—the mogul had said they wanted to meet her.
Asked about the hardest part of her job, Salish says there is none: “I’m so lucky that I get to do it. I mean, I don’t even consider it a job.”
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