6ixBuzz

6ixBuzz began in 2017 as a meme and parody news profile on Instagram with a focus on showcasing Toronto's underground music scene.^[9] Its founders, Sarman Esagholian and Abraham Tekabo, attribute the success of their online presence to the "lack of voice" of communities surrounding Canadian hip hop culture.^[10] As 6ixBuzz grew to over a million followers on Instagram, its account has become known for its virality, encouragement of erratic stunts,^[9][11][12] bullying,^[5] and racial divide.^[7]

In January 2021, the company launched a re-faced website and mobile app.^[13]

Threats to journalists

In 2019, Toronto Life tasked a journalist with interviewing Sarman Esagholian, one of the founders of 6ixBuzz. However, the magazine declined Esagholian's request to keep the founders' identities confidential.^[2] When Esagholian learned that his name would be disclosed, he adopted an intimidating stance. He relentlessly called the writer, making dozens of calls within a 15-minute period. Frustrated with not receiving the desired response, Esagholian hinted at potential consequences if the journalist's whereabouts were revealed, including making threats insisting he knew where the reporter and their family slept at night.^[2]

Faced with this alarming situation, the writer withdrew from the assignment, prompting the magazine to assign the piece to another journalist. In a disconcerting pattern, Abraham Tekabo, another founder of 6ixBuzz, also issued similar death threats to the new journalist, leading to the abandonment of the pursuit once again.^[2]

Accusations of misinformation and far-right ideology

Throughout the COVID-19 pandemic in Canada, 6ixBuzz has consistently published posts that are anti-vax and anti-lockdown.^[6] They have been accused of spreading misinformation commonly associated with far-right politics. These accusations have been buoyed by frequent appearances of individuals associated with the far-right such as Chris Sky and Maxime Bernier.^[6]

Accusations of anti-South Asian hate and negative Brampton sentiment

6ixBuzz has also come under fire multiple times for its posts that appear to 'mock' and stereotype residents of Brampton, Ontario. Brampton is a suburb of Toronto, where BIPOC people form over 80% of the population, with the largest proportion consisting of South Asian Canadians.^[14] There have been accusations of xenophobia, prejudice and racism towards Brampton's predominantly South Asian population.^[2]

Negative sentiments towards Indians and South Asians more broadly are disguised through posts which incite xenophobic reactions. The page has been heavily criticized by Brampton residents for promoting an unwarranted negative image of the city.^[15]

Accusations of anti-Asian hate

During the beginning of the COVID-19 pandemic in Canada, 6ixBuzz was reported to have been causing harm to Chinese-owned businesses in Ontario due to its coverage of the pandemic. A Markham, Ontario, based noodle shop named "Wuhan Noodle 1950" claimed that they lost nearly two-thirds of their customer base in part due to an Instagram post by 6ixBuzz which was defamatory in nature.^[4] The post was eventually removed from the account on April 2, 2020.^[16]

The media group also posted videos and photos of the COVID-19 pandemic in China, allegedly perpetuating stereotypes and suggesting people of Chinese and Asian descent were to blame for the COVID-19 pandemic.^[17]

Promotion of negative personalities

6ixBuzz has been associated with promoting negative content in order to garner views. This has included promotion of controversial figures such as Janessa Melina Mendez, or Chromazz, a Toronto-based rapper;^[18] and Marcella Christiana Zoia-Ferreira, dubbed Chair Girl who came to notoriety through 6ixBuzz after a video was posted of her throwing a chair onto the Gardiner Expressway in February 2019. Zoia later pleaded guilty in July 2020 to "Mischief Endangering Life" and received a $2,000 fine, 2 years probation and community service as well as counselling for her drinking problem.^[19]

The platform regularly poked fun at and exploited a young homeless woman from Toronto called "Debby", real name Alexis Matos, in order to garner views.^[20] Many of the videos posted to the platform showed her dealing with mental health issues in public, with people taunting and fighting her.^[20] Matos died November 2, 2021, following an overdose of Fentanyl.^[21]

6ixBuzz Entertainment is a Canadian record label and a division of 6ixBuzz. Founded in 2018, the label currently releases compilation albums featuring Canadian hip hop artists, most of them based in Toronto.^[22] 6ixUpsideDown was released on October 19, 2018, and featured Pressa, Yung Tory, Big Lean, and Safe amongst other Toronto artists.^[23] It peaked at number 87 on the Billboard Canadian Hot 100 on November 3, 2018, and remained on the charts for 1 week.^[24][25]

Its second compilation, NorthernSound, was released on December 13, 2019, and including vocal appearances from NorthSideBenji, Puffy L'z, Prime Boys, Pvrx, Archee & French, and more.^[26] The record featured the last work of Bvlly and Why-S before their deaths on December 24, 2019.^[27]

In April 2020, the label announced a joint-venture record deal with Warner Music Canada, coinciding with the release of the single "VV's" featuring Killy and Houdini.^[28][29] This was followed by the single "Mansions" by Pressa and Houdini, which came after the death of Houdini after he was gunned down in May 2020.^[30] This was followed by the single "Name Brand" featuring LB Spiffy and Smiley in June. All three singles are said to be on the labels upcoming compilation album Canada's Most Wanted.^[31] Other artist including 88Glam, Top5 and French also made an appearance on the album.^[32] The album was officially released on June 11, 2021.^[33]

Releases

Awards and nominations

• Canadian hip hop
• HipHopCanada
• WorldStarHipHop

Sources

• Official website