In the face of life-threatening hurricanes, some influencers are risking their lives for views, fame, and money. Mike Smalls Jr., a content creator, gained widespread attention when he livestreamed his dangerous stunt during Hurricane Milton in Tampa, Florida. Instead of evacuating, as millions of others did, he ventured out into the storm carrying a blow-up mattress, an umbrella, and a pack of ramen noodles, broadcasting the whole ordeal on the platform Kick. _Content at any cost: livestreaming hurricanes for fame and fortune.
Smalls Jr. told his audience that if he reached 10,000 views, he would throw himself into the stormy waters. After achieving this milestone, he followed through, plunging into the water. He quickly realized how dangerous his actions were, especially since he couldn’t swim, and had to cling to a tree to stay safe. The area he filmed from was under an evacuation order, meaning officials had urged residents to leave due to safety concerns.
Despite the backlash he received on social media for risking his life, Smalls Jr. defended his actions, admitting they were controversial but adding that viewers enjoy watching extreme and risky content. His hour-long livestream garnered over 60,000 views on Kick and was shared across other platforms, amplifying its reach.
Live streaming has become a lucrative business for many content creators, particularly when they perform stunts that capture people’s attention. However, the growing trend of influencers taking such risks for fame and fortune has sparked criticism, especially when their actions could endanger not only their lives but also the lives of first responders who might need to rescue them.
Florida’s Tampa Police Department responded to Smalls Jr.’s actions, stating that ignoring evacuation orders puts lives at risk and can complicate rescue efforts for those who genuinely need help. The department stressed that people who intentionally place themselves in harm’s way not only jeopardize their safety but also divert crucial resources that could delay the rescue of others.
This year’s hurricane season has been particularly deadly, with hundreds of fatalities and millions of people displaced. Hurricane Milton, a Category 5 storm, wreaked havoc across Florida’s Gulf Coast, killing at least 16 people. Power outages affected millions, and thousands had to be rescued from flooded homes. Milton’s destruction followed closely on the heels of Hurricane Helene, marking a period of intense tropical weather in the U.S., with five hurricanes forming in just two weeks.
Despite the risks, influencers like Smalls Jr. continue to perform dangerous stunts. Before Milton, he livestreamed another reckless act during Hurricane Helene, setting up a tent in an underpass as the storm raged around him. He claimed that his job as a content creator is to entertain his audience and that people who are inspired by what he does should assess their own risks.
Platforms like Kick incentivize risky behavior by rewarding streamers based on the number of views and donations they receive. Smalls Jr. did not disclose his earnings from the Hurricane Milton stream but indicated that streamers can earn between $300 and $400 per hour, and he made enough to cover a few bills. However, these platforms have come under scrutiny for allowing such dangerous behavior to be broadcast to wide audiences.
When asked about Smalls Jr.’s stunts and the platform’s responsibility, Kick stated that it prioritizes creators and does not interfere with the content they choose to stream unless it violates their Terms of Service or is illegal. TikTok, another platform Smalls Jr. uses, explained that certain types of content, like those exploiting controversial issues or vulnerable people, are not eligible for monetization through its live features.
While Smalls Jr. insists that he takes safety seriously and assesses the risks of his actions, the growing concern is that influencers like him may encourage others to follow suit. The rising popularity of livestreaming, combined with the financial rewards, may push more content creators to undertake dangerous stunts during natural disasters.
