Behind 6ixBuzz’s controversial rise

Guest: Nichole Jankowski, freelance journalist who wrote on 6ixBuzz for Toronto Life

6ixBuzz began as a simple meme and joke Instagram account on all things Toronto, but in just a few short years, it has grown into a media empire with two million followers on Instagram, tens of thousands more on YouTube and contracts signed with major music labels. Their posts garner comments, outrage and above all, attention, and their followers include rapper Drake, Premier Doug Ford and New Democratic Party party leader Jagmeet Singh. 6ixBuzz’s rise is deeply controversial. While some laud them for being a voice for Gen Z and racialized communities, others say they represent the worst of the internet: a toxic space fostering racism, homophobia and bigotry. The company has also been under fire for labour practices. Among the biggest questions, there is secrecy and threats. We dig into the rise of one of the biggest brands in Toronto with the journalist who’s come closest to finding the answers.

Sources: Instagram, CBC Toronto, CTV Toronto