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I think the best kind of virality is a product that people like so much that they just want to tell people about it.

Most of my stuff hasn't gone viral. I have been successful on YouTube and I'm very proud of the stuff that I've done, but compared to the people who are actual internet stars and making a living off of it, my views are nothing.

More and more, the things we do in real life will end up as Facebook posts. And while we may be consoled by the fact that most of this stuff is being posted just to our friends, it only takes one friend to share that information with his or her friends to start a viral chain.

Twitter and Tumblr and Vine and Instagram and Facebook and Myspace, all these things are social media tools that we were all told we had to have, and what we're realizing is that, no you don't! No you don't.

I don't do press for the sake of press. I tend to only be in the press when I'm introducing something or collaborating on something or whatever it may be, as opposed to inviting someone into my home to photograph my closet for no particular reason.

Forget the press - just being a partner of somebody who's very, very famous, it's hard to keep your center and your personality intact.

It's hard when something's bigged up because you want people to watch it, so you have to promote it. It'd be great if it was the old-fashioned days when there was no press, and you just switched on and thought, 'Oh, God, what's going on?'

Now an audience of more than 1 billion people is only a click away from every voice online, and remarkable stories and content can gain flash audiences as people share via social networks, blogs and e-mail. This radically equalizes the power relationship between, say, a blogger and a multibillion dollar corporation.

With my channel, and what people associate with Internet, most people think it goes viral, you become this huge thing super quick. I never had an explosion or a huge thing. It's just been something that has progressively been growing. It's been building.

Honestly, everybody gets talked about. Some people control their press a little more than others. Some people feed the press and move it the way they want to. I don't do that.