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By the end of 2023, his YouTube channel became a hub for "lifestyle music" content, blending original songwriting with behind-the-scenes glimpses of a working musician's life. Viral Lifestyle: Charlie & Max (The Pet Influencers) Max’s 2023 content was defined by versatility, featuring
Success in 2023 required a pivot to short-form video (TikTok, Reels, Shorts) to capture the "DGAF" and authentic aesthetics that would eventually lead to the "Brat" cultural wave. featuring drum covers