I suppose some people asked the question: “Is Sasha Spielberg the daughter of Steven Spielberg?” No, Sasha is not the daughter of the world-famous Steven Spielberg. Even though Stephen has a daughter, Sasha (born May 14, 1990), but she lives in the USA.
Our Sasha Spielberg is from Russia. Real name: Balkovskaya Alexandra Alexandrovna. Born November 27, 1997.
Shoots video blogs on YouTube in the format lifestyle.
It’s difficult to call Sasha only a video blogger (this would be unfair and wrong). Sasha Sapilberg has varied hobbies. In addition to recording videos on the YouTube channel, she is actively pursuing a career as a singer. Sasha has 9 tracks in his arsenal. She also acts in films (“Hack Bloggers” and “Yolki 5”), where she participated in a cameo role. Alexandra herself also considers herself a gamer and Let's Player.
Balkovskaya hid her last name for a long time, because... at a young age she promised her parents not to reveal her real name. But in 2017, Alexandra’s father, Alexander Sergeevich Balkovsky, began to appear on YouTube, who is a businessman, as well as a manager of many and a co-owner of the Z agency (Z-Agency), which specializes in monetization, promotion in social media. networks and on YouTube of various bloggers.
“Agency Z” produces such famous bloggers as: Elena Sheidlina, Yulia Pushman, Dima Ermuzevich, Alena Venum and others.
Sasha Spielberg turned out to be the first underage girl on Russian-speaking YouTube to receive a verification check (official confirmation channel) from YouTube management.
The first videos she recorded were in English and for English-speaking users of the YouTube video hosting site. On that channel, Sasha posted covers of famous musical works. Later, she began to post not only covers, but also songs of her own composition. Sasha gained thousands of subscribers on the English channel.
SONGS
Sasha is actively involved in vocals and self-realization as a singer.
The first song written by Sasha Spielberg "Love"
Sasha Spielberg has several songs of her own composition in her arsenal: “Love”, “Gatsby’s Girl”, “Orange City Skies. Both music and lyrics were written entirely by Sasha.
Sasha wrote the song “Gatsby’s Girl” while inspired by Francis Scott Fitzgerald’s novel “The Great Gatsby.”
Sasha gave her first concert in a closed Moscow club.
One of the covers of Emmy Winehouse songs recorded by Sasha was noticed by an Emmy fan and invited Spielberg to perform at the club. At the concert, Sasha cheated and passed off one of her songs as Emmy’s work. For her performance, Sasha received the first fee in her life, 60 thousand rubles.
The increased popularity was followed by a duet with Alexander Panayotov, together they performed the songs “Your Shadow” and “I Promise”.
One and a half million rubles for advertising on the blog of 20-year-old EeOneGuy, million-dollar income of 18-year-old blogger Sasha Spielberg, the envy of competitors Natalya Samburskaya. Even million-dollar LiveJournal bloggers can hardly keep up with the income of YouTube and Instagram stars, and there is practically no business on Facebook and other social networks.
MARIA LIEBERMAN
18-year-old blogger Sasha Spielberg (actually Sasha Balkovskaya) has 4 million subscribers on YouTube, almost 3 million on Instagram and another two hundred million on VKontakte. In her video blog (a classic lifestyle blog - a girl goes shopping and parties, puts on makeup, plays video games, talks about her fears, etc.) advertising costs from 500 thousand rubles, and, as her dad admits, he is an advertiser and venture investor Alexander Balkovsky, 1 million rubles. per month is her minimum income.
Dad, Alexander Balkovsky, is directly related to these earnings. A year ago, in partnership with director Timur Bekmambetov, he launched Agency Z, specializing in the promotion and monetization of Internet stars, and the project, born from his daughter’s hobby, is already generating income for him.
Sasha started filming videos and posting them on YouTube about eight years ago, first in English. Then, however, because of haters, she deleted the blog and relaunched it a couple of years later in Russian. After some time, fame overtook her, and with it the first advertising contracts, and then the father began to seriously develop his daughter’s talent. “When contractors started contacting us, it became clear that this was already a real business: we needed to negotiate with large corporations, formalize transactions - and I, of course, began to help,” says Balkovsky. “Moreover, Sasha was only 14 years old at that time.”
Over time, Sasha introduced her dad to her blogger friends - also, as it turned out, quite popular. Today, Agency Z has signed an exclusive contract with a dozen of them to represent commercial interests.
Alexander Balkovsky treats his young wards (many are not even 20) more like children than colleagues and, unlike other advertising agencies that simply sell advertising from bloggers, he also spends energy on “pumping up” them. Balkovsky wants to raise them into full-fledged stars: so that they can act in films, record music, and write books, but at the same time do not leave their main platforms - YouTube channels.
The age of a YouTube star is short - one, two or three years, unlike the age of traditional celebrities. “The dream of any blogger is not to do any advertising at all, but to deal only with their own content,” Alexander idealizes his charges. “Nobody likes advertising, but they want to eat, and we help the guys defend their interests.”
As befits a father, in any dispute Alexander Balkovsky is on the side of his protégés. "Imagine, Katya Klap (YouTube blogger with almost 5 million subscribers, direct competitor of Sasha Spielberg.—" Money") told Marie Claire magazine that a YouTuber could theoretically earn 600 thousand a month, but it is necessary to drive away any "roar" (a large number of advertisements of poor quality.— " Money"). This is false information! Perhaps Katya earns only similar amounts, but almost all YouTube stars (not to mention Sasha Spielberg, Ivangai and the like) have earnings either close to this figure or exceeding it many times over,” he claims.
Alexander Balkovsky does not disclose the turnover of his agency, but most likely we are talking about several tens of millions of rubles - the agency fee ranges from 5% to 25% of the price of the advertising campaigns of his star players, in the quantity and quality of which he is much more interested in themselves.
Unsinkable LiveJournal
Alexander Balkovsky successfully produces his own daughter and other top bloggers, whom he treats like children.
Photo: Kristina Kormilitsyna, Kommersant
“When I met Ilya Varlamov in 2013, I immediately told him that LiveJournal was dying,” recalls Ekaterina Patyulina with a smile. “In response, he showed me statistics with two million unique visitors per month. When I then saw his advertising income, Then I realized that I could easily increase them.”
The story of the relationship between Ilya Varlamov and his agent and partner, of course, is completely different from the story of Sasha Spielberg. At the moment, Varlamov is already a human corporation, he has a whole staff of employees working for him, and we are talking about significantly larger earnings here. Patulina and Varlamov registered the company "Author's Media", which unites on exclusive terms eight blogging platforms, including the blogs of Sergei Dolya and Sergei Anashkevich (a blog in LiveJournal "Life in Travel") and almost the most popular YouTube channel in Russia about technology — Wylsacom Valentina Petukhova (2.3 million subscribers). The income of "Author's Media" from promoting bloggers is formed on a progressive scale depending on the personal earnings of each of them. Last year the company's turnover exceeded 30 million rubles. and, according to Catherine’s forecast, this year the figure will be higher.
To achieve this result, Ekaterina Patyulina radically changed the working conditions of bloggers: she opened prices, created package offers and media kits, hired a lawyer, accountants and “sales people”, or sales specialists. “I have 25 sales people alone, and it still seems to me that it’s not enough,” she says. Ilya himself doesn’t delve much into advertising matters: “I have three author’s posts a day and only three advertising posts a week. Content for me is a much more important issue.” But the partners share the profits approximately equally.
Maxim Tadevosyan, first deputy general director of the Rambler&Co group of companies, believes that the volume of the shadow market for paid posts on social networks (without Instagram) today is approximately 700-850 million rubles, and a third of this money comes from Live Journal. “Almost all thousands of people in terms of advertising efficiency have bent, only million people are effective,” says Elena Torshina, head of the Torshinsky Trust group of digital promotion companies. “In recent years in LiveJournal I have been working only with top people, they are full-fledged opinion leaders. How do they target their audience?” “They miraculously know how to consistently commercialize with effective entries and sales throughout all these years.”
An advertising post in LiveJournal from an “opinion leader” can be purchased for 100-350 thousand rubles. depending on complexity and volume. For example, a post with Ilya Varlamov in the frame, prepared by his team, without a discount will cost 365 thousand rubles, and with his cat Marta - 300 thousand. Social networks usually come in a package - 10-15 thousand additionally for the announcement posts on each network. Links and banners are paid separately.
For beginners, however, this market is virtually closed today. To reach him and start earning money, according to agents’ estimates, you will need to invest more than a million rubles, as well as round-the-clock returns from the LiveJournal blogger himself. “Newcomers come, try, but last only a few months,” says Sergei Baryshnikov, founder of the BigPicture.ru media group, which also promotes LiveJournal bloggers. “80% of the market is accounted for by the tops. Even, I would say, the top 10.” .
Large size fitonyasha
However, even millionaires living in LiveJournal are losing out in income to the new advertising Eldorado - YouTube. Advertisers, of course, came to LiveJournal earlier. After the era of banners, timid customers were just getting used to the world of bloggers, and adult intellectuals were clearer and closer to them than purring and squawking teenagers chewing lemons on camera, stuffing marshmallows into their mouths or giving birth to a watermelon. The situation, however, has long changed.
“YouTubers are now receiving the largest flow of orders, with Instagram celebrities in second place, such as Nastasya Samburskaya and Irina Gorbacheva,” says Tanya Ivanova, founder of the platform for bloggers Hello, Blogger, commenting on the balance of power in the market.
It is difficult to determine the exact volume of advertising on YouTube and Instagram. According to the most optimistic estimates, on Youtube it already reaches 1.5 billion rubles, and on Instagram - approximately 700 million rubles. Some market participants cite more modest figures - about a third less. But at the same time, everyone agrees that the market is growing at a good rate, unlike the social network market. “I used to be the marketing director of VKontakte and left just to work with bloggers - the market is growing very strongly. Advertising campaigns with bloggers already cost 5 million, 10 million, and 20 million rubles,” says Yaroslav Andreev , CEO of WildJam agency.
In such cases, a photo post with hashtags and a link to the advertiser’s page on Instagram will cost from 20 thousand to 50 thousand rubles, advertising integration into a video on Youtube will cost 100-200 thousand. A blogger with 500 thousand subscribers is already considered top, and a photo on Instagram will already cost about 100 thousand rubles, and an advertising insert in a vlog (video blog) will cost 200-300 thousand. Advertising with million-dollar stars on these two platforms can cost millions - it depends on the specific tasks.
So far, this market, of course, is mostly shadow, or, as agents like to say, “native”, without any markings as “advertising.” “I have never seen posts like “I advise everyone... #on the right side of advertising.” The authority of the blogger in the eyes of subscribers suffers greatly because of this, and therefore only a few actually mark the post as advertising,” says Damir Feyzullov, director of Social Media at PR company Partner. So Ilya Varlamov, who honestly puts notes under every post and openly despises those who do not believe in it, is more an exception than a rule.
Having become popular, a blogger quickly finds himself at the disposal of advertising agencies and production centers - there are about seven strong teams and several dozen small players in the market. They take on the bulk of the work, including finding orders for stars signed to exclusive deals. “Bloggers today are so popular largely because they are so actively offered by agencies,” says Vasily Yashchuk, co-founder of the Players agency, which is also involved in the promotion of Stas Davydov (5.7 million subscribers on YouTube). “Yes, the talent and audience of the blogger are important, but the advertising product on the blog is the result of the work of agencies.”
Thanks to the enormous loyalty of the audience and a very high agency fee (as a rule, it is about 15-30%, but sometimes it reaches 50% of the contract amount), advertisers are sometimes ready to forgive bloggers for almost any antics and take on all the risks. “There is a real case, after which the owner of an agency working with bloggers almost turned gray,” says Victoria Virta, creator of the Delovik service for mutual assistance of entrepreneurs. “Imagine, a fit girl, on whose Instagram they wanted to advertise dresses of one brand, did not want to admit that "She's a size M, not S, and tried to fit into the model provided. It was funny to everyone except her agent."
Ivangai - fly in
Trying to focus exclusively on celebrity bloggers and their promotion, as Agency Z does, is just one possible way to work in a still emerging market.
“The advertiser should first of all be interested not so much in the personality of the blogger and the subject of the channel, but in the quantitative indicators of his audience. Gender, age, geography, devices,” says the founder of Blueberry Agency and the platform for analyzing video blogs Vlogster, Gayk Mkrtchyan. Through this platform, which is so far the only one of its kind, video bloggers and advertisers can interact both directly and with the involvement of its managers. “We are against exclusive bloggers, because, as it seems to me, this greatly affects the effectiveness of the advertising campaign,” says Mkrtchyan. “An agency that has signed an exclusive contract with a blogger tries to sell only him to everyone, even if this has a negative impact on the effectiveness.”
In addition, sometimes campaigns with less popular bloggers are more effective. “For example, we integrated into a video a blogger who had only 78 thousand subscribers. Each transition from this channel cost us 8 rubles, which is very good. At the same time, we worked with a blogger who has almost 600 thousand subscribers. Transition from his channel cost us already 88 rubles,” says Natalia Kharitonova, head of content marketing at Travelata.
An advertiser cannot always be sure that thousands or millions of followers of celebrity bloggers are not a scam. There are a countless number of tools and specialists for multiplying views, and, as both bloggers themselves and their agents admit, many resort to them. “That’s what’s bad about Instagram - there’s just an unreal number of bots,” complains Elena Torshina. “Especially among the girls from Dom-2.” Blogger AnnaMama also claims that the market also dislikes the stars of the scandalous TV show for dumping.
The blogger market is so young that there is not even a clear understanding of how it is more profitable to work - through an agent or on your own. For example, Katya Klap and Ruslan Usachev (1.1 million subscribers on YouTube) do not have agents. And the most popular Russian-speaking YouTube blogger Ivangay (EeOneGuy - almost 10 million subscribers) never agreed to sign an exclusive contract with anyone. He rarely advertises, but it is expensive - the price tag for a 20-year-old guy starts at 1.5 million rubles.
Alexandra Balkovskaya was born on November 27, 1997 in Moscow. The girl's father, Alexander Balkovsky, was a venture investor and co-owner of the Z-Agency studio. During her first years, Sasha lived in Russia, but at the age of seven, doctors diagnosed her with asthma. To cure their daughter, the parents decided to move to a country with a warmer climate, so the family moved to Cyprus, where the girl felt much better.
Balkovskaya began playing tennis, horse riding, swimming, figure skating and even played golf. In the fifth grade, I performed on stage for the first time as part of a school girls’ group and realized that I wanted to devote my future to music. Sasha began to develop her vocals, and this passion did not disappear even after her family returned to Russia.
In May 2010, at the age of thirteen, the girl created her own channel on the YouTube platform and took the pseudonym “Sasha Spielberg”. The author addressed the first videos to an English-speaking audience, but upon returning home she began making videos in Russian. In the beginning, her channel had a lot of music content.
In Spielberg’s own words, when the number of subscribers to her channel exceeded one hundred thousand, she began to receive advertising offers: for her first review of cosmetics she received 100,000 rubles. In a fairly short time, her project became in demand. Having gained a million subscribers, she received the “Golden Button” prize from YouTube. Her program “Spielberg Vlog” even appeared on television for some time, on the RU TV channel.
In 2016, she starred in a commercial for Cornetto ice cream from Unilever, where she sang with DJ Leonid Rudenko. In the same year, together with other guest stars, she starred in the video of the group “Degrees” for the song “Degree 100”, and also starred in Timur Bekmambetov’s film “Hack Bloggers”. A year later he appeared in the comedy “Yolki 5” as a cameo.
In April 2017, the Minister of Culture of the Russian Federation, Vladimir Medinsky, appeared on Spielberg’s blog, during the conversation actively advertising the ministry’s projects: the films “Bolshoi” and “Time of the First,” the websites “Culture. RF" and "History. RF".
On May 22, 2017, Sasha Spielberg took part in parliamentary hearings on youth policy. Received an invitation from the Deputy Chairman of the State Duma and Secretary of the General Council of the United Russia party Sergei Neverov. Spielberg spoke about the activities of bloggers, saying that she is “not a supporter of rallies, and also spoke negatively about Ruslan Sokolovsky. She also called on deputies to work more actively on the Internet.
In the same year, 2017, together with other popular bloggers: Yulia Pushman, Yan Gordienko and Karina Kasparyants, she appeared on the cover of the January issue of Elle Girl.
At the beginning of 2019, Spielberg decided to start an independent life and moved to the United States of America, where she is more comfortable developing her creative projects.
Alexandra November 25, 2019 walked the red carpet at the prestigious American Music Awards. The girl moved to the USA not long ago, but already feels quite confident on the red carpet of award ceremonies. At the American Music Awards, the girl accompanied mega-star Taylor Swift, Billie Eilish, Halsey, Selena Gomez and other celebrities.
Sasha Spielberg is a famous Russian video blogger, singer and aspiring model. The first minor girl in Russia to receive official “confirmation” of the channel from YouTube management. Author of the ballad “Love is Scary” - the soundtrack to the film “He is the Dragon”.Childhood
The future YouTube star was born and spent her childhood in Moscow. The girl was actively involved in various sports, preferring swimming, horse riding, figure skating, golf and tennis. However, Sasha was a fragile and sickly child, and at the age of 7, doctors diagnosed her with asthma. Alexandra needed a warm and dry climate, so her parents decided to move to Cyprus. After changing her place of residence, the girl quickly recovered. 
She went to first grade in Cyprus, but over the years of her studies Sasha changed several schools. The girl liked to study, she had many friends and a lot of opportunities for development. In his early school years, Sasha showed musical abilities. In the 5th grade, she first appeared on the school stage as part of an amateur musical group.
Sasha Spielberg's first song
Soon the family returned to Moscow, but the girl greatly missed her many Cypriot friends. Sasha had a hard time getting used to the new environment and it was during this period that she became interested in virtual reality. To distract their daughter from the Internet and provide her with a quality education, her parents sent her to an American boarding school. Alexandra did not like the new educational institution, but this experience provided her with excellent knowledge of the English language.
Video blogger career
After returning from Cyprus to Moscow, Alexandra withdrew into herself, spent a lot of time at the computer and communicated via the Internet with Cypriot friends. Especially for them, she began to post various videos prepared in English online. Suddenly, the videos of the 14-year-old girl became interested in many other foreigners, and therefore the number of her subscribers grew rapidly.The life of Sasha Spielberg, drawn by herself
After the girl began regularly posting interesting videos in her native language, the number of subscribers broke all records. In 2010, Sasha opened her personal YouTube channel, where she posted mainly musical content.
It should be noted that Sasha Spielberg is a pseudonym that the girl was forced to take by agreement with her parents. They gave her complete freedom online with the condition that no one would know her real name. Of course, the great secrecy gave rise to numerous rumors. According to one version, the blogger’s real name is Alexandra Balkovskaya, but there was no reliable confirmation of this information.
Two years later, Sasha decided to create a second channel, which turned into her personal blog. There the girl shared her impressions about clothes, fashion, cosmetics, travel, etc. Moreover, the blog began to bring Spielberg considerable income, because she actively advertised the products of the most famous brands, for example, Procter & Gamble.
This company had a bad reputation for testing cosmetic products on animals, so some Internet users were critical of Sasha’s cooperation with this company, and the monetization of his video blog in general. It was the blogger’s colleagues who especially often expressed dissatisfaction: Dima Vector, Dmitry Larin, Milena Chizhova, Igor Sinyak. But the girl was not worried about such remarks, especially since she knew the blogger “kitchen” very well. On this topic, Sasha once stated: “I’ll say, without naming names, that those who say they don’t do advertising are simply lying.”
Sasha Spielberg plays Sims 4
Sasha Spielberg's projects became increasingly popular and in demand. This was even appreciated by the organizers of YouTube, who presented the blogger with the “Golden Button” award. This prize is awarded only to millionaire YouTubers, i.e. owners of channels with a million subscribers or more.
At the same time, Sasha did not forget about her long-time passion for singing. She covered many hits of other artists, and then began working on her own hits. Since 2013, the girl began performing in Moscow clubs. As Sasha Spielberg herself said, there was some luck here: “I was very lucky with the first concert. A fan of the late Amy Winehouse found a video of me singing her song on YouTube and suggested I perform at a concert. I rehearsed for a month and sang in a Moscow club at a private party. They paid me 60 thousand.”
At the same concert, the girl resorted to a little trick. She performed one of her songs, passing it off as Amy's early composition. The concert organizer appreciated the resourcefulness of the aspiring singer and advised her to continue working on her own creativity.
In October 2013, the number of subscribers on Sasha’s second channel reached 100 thousand. In honor of this event, Sasha posted a video in which she announced the release of her debut music album in the spring of 2014.
Among her first works, the most successful was the composition “Gatsby's Girl”, written after reading F. Fitzgerald’s famous novel “The Great Gatsby” and the release of the film of the same name starring Leonardo DiCaprio and Daisy Buchanan.
Of course, the success of the young girl aroused increased interest and criticism invariably followed. Thus, many claimed that Sasha received a huge number of subscribers thanks to advertising purchased by her parents on Omsk television. The young blogger was harshly criticized by her “colleagues” Dmitry Kiselev and Anna Lilika, who released a series of videos entitled “You are not reviewers, you are shit.”
In 2014, at the Video People festival, a scandal occurred between Sasha Spielberg and beauty blogger Milena Chizhova, in which even the mothers of both girls were involved. It was alleged that Milena constantly criticized Sasha for advertising Procter & Gamble. For this reason, at the end of the festival, Sasha’s mother allegedly attacked Milena and began to choke her, demanding that she no longer insult her daughter. In turn, her mother came to Milena’s aid. It all ended in a fight. As a result, Milena’s mother even went to court, but she was denied consideration of the case. However, many PR experts and video bloggers argued that this was not a real conflict, but a well-thought-out PR campaign.
In 2015, Sasha prepared a special program, which was shown on the RU TV channel. The 17-year-old blogger was entrusted with talking about numerous new products appearing on the Internet. 24 three-minute episodes were aired, but then the show closed. Sasha was also a guest on the talk show “Let Them Talk” (Channel One) and “Main Stage” (Russia 1).
Sasha’s musical career was also actively developing. Thus, in 2015, special attention was attracted by the release of such compositions as “Your Shadow” and “I Promise,” performed in a duet with Alexander Panayotov.
Sasha Spielberg and Alexander Panayotov – I promise
In addition, Sasha Spielberg’s ballad “Love is Scary” became the soundtrack to the film “He is the Dragon” (2015). Sasha Spielberg even managed to act as a fashion model. In 2015, it was her photo that graced the cover of one of the issues of Elle Girl magazine.
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