How One Livestream Destroyed a Company - The Collapse of Artesian Builds

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Noah Katz is the worst kind of CEO. He's egotistical, unprofessional and wants to be the centre of attention at all times. His company, Artesian Builds, was very successful due to collaborations on Twitch, and that's where he went live and destroyed the entire company within 5 minutes. It was one of the greatest displays of arrogance that Twitch had ever seen - and today, we're gonna explore the destruction and aftermath of Artesian Builds.
0:00 - Intro
3:48 - Artesian's Infamous 'Giveaway'
9:25 - The Community's Response
15:47 - Noah's Laughable Apology Video
17:34 - Artesian's Partners Leave
20:07 - Financial Ruin Begins
26:48 - The Bankruptcy Auction
28:58 - Conclusion
- - - - - CREDITS - - - - -
Thanks so much to the editors who helped with this video:
‪@Alsike‬ | / vicgrimes
‪@hahayeah‬ | / nothahayeah
- - - - - SOCIAL MEDIA - - - - -
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- - - - - SOURCES - - - - -
www.inverse.com/gaming/artesi...
www.theverge.com/2018/5/31/17...
www.dexerto.com/entertainment...
- - - - - MUSIC - - - - -
Select music by Tom Fox: tfbeats.com/
Select music by CO.AG: www.patreon.com/user/posts?u=...
Microphone sent to me by ElectroVoice courtesy of The Create Unknown Podcast.

[@JohnSwanYT]

Remember to check out Yours App using this link: yoursapp.com/John or use code: JOHN to save 60% off the yearly plan!

[@Alsike]

I *will* be doing this!

[@hahayeah]

i will be doing that

[@nickblack2006]

I will be doing this!

[@hahayeah]

@@nickblack2006 good man

[@Ryan-qo4fn]

Ok

[@respawnlock666]

I would personally feel sick to my stomach if I saw a fully completed computer I paid for auctioned off in a lot right in front of my eyes. Especially with no possible way to properly get refunded to atleast have a computer.

[@deepstatethrombosis]

It made me feel sick seeing it happen to someone else. If it were me, I'd probably try to break in to the place & take what I paid for.

[@TheOmegaRiddler]

It's even worse. How would you feel if a computer you owned and used, sent in for repair was being sold?

[@sudoggs7178]

The second apology video is so freaking hilarious because you can tell he is struggling saying the very things he is, no wonder he altered his voice and furrowed his brow. The sigh before acknowledging giving his builds to anyone is the icing on that whole cake. It's just a mask on a man who wouldn't have changed anything because his Ego wouldn't let him.

[@Cooe.]

Almost as funny as John Swan's shitty apology videos... Too soon? xD

[@Anon_1003]

😶

[@Neptune_1337]

@@Cooe. Where was those link again They Are unlisted right?

[@J0eMega]

You also forgot to mention the devastating blow Gamer’s Nexus dealt to the ceo, as they revealed Noah tried to get all buddy-buddy with them, and take them out to lunch and whatnot

[@KingMonkeyMon]

I saw this whole thing reviewed first from Itsagundum probably back in Feburary.

[@TheSheemed]

he forgot a lot of stuff

[@teetbeezoon]

The most hilariously ironic fact with Noah's ego was the fact that he had less followers than most of the ambassadors! 🤣

[@jamesmeow3039]

Calling out people live on stream for not being eligible for sponsorship is like firing someone with a megaphone in the town square. Who the hell thinks publically roasting affiliates is a good idea, the entire point is good PR, not the exact opposite.

[@CybershamanX]

The attention he was getting obviously went straight to his head. Even small amounts of attention can do weird things to certain people, especially if they already have a strong sense of self-importance. It's almost like it affirms what they’ve "known all along". And then...the polite social facade comes crashing down. You can even see it in his body language as he clicks with an ostentatious flourish on to the next potential "worthy" contender. It's frankly just gross to behold. Sadly, I highly doubt this guy learned his lesson. People like him have an inflated sense of self-importance and I'll wager that to this day he thinks he really didn't do anything wrong. He'll just need to be "more careful" next time. If there even is a next time... 😉

[@Aci_yt]

How is it even legal to not issue refunds by filing for Bancrupcy in the US..

[@Wulfpack1]

Its because Bankruptcy is only for the rich that want to get away from paying their bills, refunds and employees. It costs money to claim bankruptcy and poor people dont have that initial money on hand. These rich people are never actually broke. They just dont want to pay and put the money in other family members names or shell companies. Donald Trump did it 6 times and never paid for countless contractors and debtors.

[@sanguinemde5031]

It's the same in the UK sometimes. Depends. I worked for a company that went bankrupt and we refused refunds

[@syrupthemcheeks335]

Capitalism is for the capitalists bud

[@rheydt9006]

@@sanguinemde5031 The problem is that there is a contract thatyou purchase the computer and get the computer. If they will never get a computer then it is blatant fraud.

[@MelvinWillikers]

Thats kinda the point of bankruptcy.

[@siennaistrans]

hilariously, if he hadn't rerolled it, Artesian would probably be heralded as a W company and record higher profits than previous quarters over it. Because it's not every day a small streamer gets a new fresh fancy PC from a big company.

[@Sillimant_]

He was arrogant instead. Overconfidence is a slow and insidious killer

[@paulw858]

That part near the beginning where you overlay all the tweets with "Artesian Builds" in the center, and highlight it at the same time.... that was fucking cool.

[@limeyell0w945]

I wonder how he did that. Like did he screen record highlighting each tweet and then overlap the footage?

[@Alsike]

@@limeyell0w945 This is *exactly* how he did it - I'd know as I am his editor.

[@limeyell0w945]

@@Alsike oh cool :0

[@renziie2804]

@@Alsike are you actually his editor

[@Alsike]

@@renziie2804 check the description lol

[@jamesporquez3682]

The story of atlesian builds is a cautionary tale to companies who treat their employees and ambassadors like trash and it always end in bankruptcy and imprisonment.

[@ViperPilot16]

The whole "This streamer isn't large enough of an ambassador" thing is just total BS. I agree you don't want to give out a computer, then why did you sign them as an Ambassador then? If they can't win in your own giveaway then what's the point, they might as well be a normal viewer. Also the CEO is acting like other companies don't stream their builds. I know it's not common, but doesn't Origin stream their builds?

[@KamilG225]

Lmao I remember when I watched their stream for the first time and it was right in the middle of this moron going in on people. I was mind-blown and couldn't believe they hired some awful presenter for their stream. Then I found out he was the CEO and knew it was a sinking ship instantly.

[@SirDenzington89]

I only saw 1 or 3 snippets of what he said about the first winner. I didn’t know he didn’t it over and over on that stream. And I also just cannot take the way he talks. “Joker rant” is the perfect way to put it

[@CybershamanX]

Yep. Getting even a modicum of fame can do weird things to people. I remember when SidAlpha got a big boost in subs (he was well under 100k subs before) when he got embroiled in the whole Alex Mauer affair back in 2017. He got some mentions by the likes of Jim Sterling and TotalBiscuit and his subs jumped by several thousand. Then, someone who used to be really mellow and actually reviewed games suddenly started acting like they were smarter than anyone else and almost exclusively went after "dirty devs". More often than not, he would actively seek out and goad people who usually obviously suffered from mental issues, just to get a reaction out of them for content. This started with Mauer, who he literally harrassed despite the bigger Tubers who had mentioned Sid warning people not to do so since Mauer was borderline suicidal. Nowadays, his content has dwindled and usually consists of him complaining about being "targeted". At one point, it even began affecting his day job. It's so sad to see someone who used to be a fun and mellow person become this ravenous attention seeking thing. I still stop by his channel from time just to see if he's mellowed out, but sadly he still hasn't recovered. 😕 On a smaller scale, once some friends of mine saw a small Twitch streamer and all hopped into his channel (bringing the viewer count to about 10 people) to offer him encouragement and pump him up a bit. It was like he became another person. He started literally roaring and behaving erratically, just like what I imagine he thought other more popular streamers were like. It was kind of disturbing, TBH. Anyway, yeah, mass attention can do weird things to people. It's very similar to suddenly coming into a large sum of money. It does something mentally to some people that can lead to odd and often self-destructive behavior. It's sad. So, let this be a warning to others. Be VERY careful if you ever get a little fame. Just be cognizant of your behavior. Take a step back, take a deep breath, and ask yourself if what you're doing is constructive. Take care and be careful out there. Peace. 😎🤘☮️🌈

[@PearlBladeBeats]

Lmao John couldve used this warning like a year ago

[@aledmorgan92]

Getting fame changes nothing. People are who they are, the only difference is fame makes someone more likely to reveal who they are in the public eye.

[@CybershamanX]

(31:03) This is the real tragedy here. He'll likely be relatively OK and simply move on to his next big venture. It's the people he employed who will reap most of the bitter real world consequences of his actions.

[@Otinashi]

I honestly think the giveaway would've been fine if he was just up front about the eligibility requirements instead of just going through their ambassadors like "you're not good enough...yeah neither are you"

[@SYLperc]

What really sucks too are the people who had their artesian-built pcs at the wearhouse for rma work. They were also sold at auction: customers computers theyve used and have personal files on.

[@MRFUCKOFF202]

That is so bizarre, i cannot understand how that is legal. You should be able to show up at the place and demand your property back.

[@cryptodazed9138]

john swan choosing this story to cover is just.....* *chefs kiss* * delightfully ironic.

[@r-pupz7032]

It's fucking wild, right?

[@haleyf149]

I'm new here, can you please loop me in on why this was so perfect? Thanks!!

[@m.streicher8286]

Despite that display of disgusting arrogance, I disliked him even more when he said sponsored by intel.

[@BrandanTheBroker]

Noah Katz is the evil version of Linus 😂 the biggest mistake he made was changing the rules of a giveaway in the middle of a giveaway. There's a really fine line between giveaway, sweepstakes, and lottery, and he's teetering on lottery after the rule change.

[@lk5388]

Noah isn't even close to linus. Linus does work like benchmarking and testing. Noah can't build a pc without one of his employees.

[@bakerboat4572]

Linus is special in his own way though, claiming browser ad-blockers are piracy

[@blushingralseiuwu2222]

Oh my god, this is so much worse than I imagine, how the heck someone like that take charge of a company?

[@Waligug]

John Swan upload challenge, not impossible?

[@chebrubin]

If you look at their financial obligations and business prospects; it looked like a business that was going to collapse under debit. This was not a $2 million USD company. How much do we think there monthly cash stream generated? No wonder he expressed his frustration with the ambassador. I think all we saw was Noah cracking in front of the camera due to the impending collapse.

[@seraphim3528]

Welcome back John. Really hope you get your KZbin Mojo Back since you're literally the channel that introduced me down the KZbin Commentary Rabbit Hole.

[@beardedshawn]

That CEO definitely smells his own farts

[@fireflyfox93]

I usually am not familiar with the people/groups you talk about but it's always still so interesting.

[@Alsike]

Video is awesome pay sponsor money

[@garden0fstone736]

I feel for the customers that paid for a pc and never got it

[@BLACKxOPxPRExTARGET]

dude peoples owned PCs sent in for Repair and or upgrade are also in the Auction!

[@m.streicher8286]

This is why you go with a brand name builder. Not sure how streaming the build distinguished him at all. I'm ordering a PC, I want fulfillment and a good PC, not a stream. It seems like a great way to attract stupid consumers.

[@KingMonkeyMon]

Its the same with taking money advice from youtubers like those morons who took bitcoin advice Its ironic that that alot of those coin companies went out of business.

[@questionable69420]

Glad your back

[@StevosoFilms]

Holy fook, it's Johnny! 😱

[@G_FRE]

Johnny Swanneigh

[@paulineconroy9589]

What is the music at 18:34?

[@Fedsmoker666]

The ceo seems like someone playing out a skit. Can't believe this is a real person.

[@liamturner1342]

Sounds like he wanted an affiliate rewards program (giving bigger and better prizes to affiliates who perform well) instead of a giveaway. Gifts should be freely given. That's the point of giving them away lol

[@ultrahyde2029]

clown.

[@PogieJoe]

"The auction took place on the 21st of June." Damn, you work fast!

[@chefcc90]

Holy crap. What a shit show. And the builds that were done and not being shipped are even worse. And the courts are unlikely to care. Civil courts are just mediators between parties. And the customers aren't really a party in their eyes

[@Alberich_Prince_of_Dwarves]

I'd feel bad for Noah Katz, but I don't. I do feel sorry for the innocent employees however.

[@nicholasjarvis3260]

They should’ve at least shipped out anybody who ordered a new PC that was even “partially built” already. I’m sure these people would’ve rather had that instead of nothing for all of the money they lost and weren’t getting back. They could at least maybe sell or use the partially built PC and recoup some of the money they already paid for a new completed computer….. Wendy a disaster this turned into

[@OzoneBaby]

Lmfaooo this guy thinks he's Todd Howard with the goofy leather jacket and aesthetic and Linus with the "funny, off the cuff" thanking of sponsors and talking cadence. All while acting like he's some sort of original groundbreaking role model. Asinine.

[@nanosmokex6998]

So the sewer rat is back yaaaay🙄

[@Matagatsu]

I would've given it to them regardless, they may have been waiting on the PC to get started on their twitch grind

[@Hi.ImJake]

The customer and affiliate lists are assets. If they don't attempt to sell them as such in the liquidation, the bigger creditors can make a massive problem out of that in bankruptcy court.

[@TheAlexR96]

Oh I heard this story in passing! Glad to get a more in depth look

[@claracalathea]

yessss John keep flooding us with content, the people will come

[@hatsumode6149]

stop ducking time to box

[@BLACKxOPxPRExTARGET]

dude peoples owned PCs sent in for Repair and or upgrade are also in the Auction!

[@clintparsons3989]

I don’t see how it’s legal to pay someone then receive no product and no refund. Does the state of California just say “oh well, sorry! Sucks for you!”

[@j.christ8786]

If they go bankrupt and into liquidation they're required by law to pay off secured creditors first, then preferred unsecured creditors (this includes employees), then after that the non-preferred unsecured creditors (i.e. customers, among others) are entitled to get a portion of what they are owed based on what's left over. From what I've seen so far it looks like they aren't even able to pay employees what they're owed

[@lumi-df1no]

I can't help but feeling bad for the employees

[@andreaobaez864]

So where's the crowdfunding link so individuals can put in for what they want, and buy the whole lot?

[@sammo3091]

Gamers Nexus did a great video about the issue with more details If you are interested I highly advise you to watch it.

[@naciremasti]

Your boy John's back on it, he back at it, The same shit that scares you, makes a vid about it.

[@Delvina596]

Bruh if it was individual it would have been amazing I would have tried to join the auction to get some cheap parts

[@user-njyzcip]

Usually auctions go on lots. Auction houses aren't going to bother with individual items of relatively low value. However, selling them in smaller lots would've helped.

[@_Ciosu..]

Welcome back 🙂

[@markerdeez7108]

I legit care not about anything in this video but still enjoyed it very much

[@kevinnaber790]

Noah Katz deserves a room next to Billy McFarland or Elizabeth Homes- hopefully he goes to jail instead of getting protected under ‘bankruptcy’

[@xfacterman1047]

How's that comeback coming along

[@mohamadmahmoud6926]

I hope your views keep dwindling:)

[@Smart-Towel-RG-400]

His parents were investor's they were the biggest creditors like 1.2 million owed to them

[@Augury13]

Hi sorry can someone please translate that apology video with the bad audio? English is the only language I speak and couldn't understand half of it.

[@55rz55]

The editing on this video is epic

[@Alsike]

Thank you :D

[@Z020852]

I'm just waiting for South Park to rip on this by making for another fight between Cartman and Kyle.

this dude, noah katz is actually the ceo of starforge systems.

[@fatmanjonestv7143]

If you’re that incredibly unlikeable, Probably should’ve done the choosing part in private homie 🤦🏼

[@justsomerandomguy8210]

Guy got 2k and thought he had 2M

[@GOTTA_RUN]

Nice to see you back

[@damiancowley5730]

i feel sorry for the people who sent there computers in to get repaired. all that personal data SOLD to the highest bidder

[@followertheleader]

Instead of just building up streamers who have every reason to be loyal he wants to reward people who already have great PCs because of the follower count. This was just him punching down.

[@ikilledkennyubastard7053]

Keep pushing it out bro.

[@ikejime77]

Cameron

[@BrandanTheBroker]

Had he shut up and just apologized with the written statement, I think we'd all just forgot it and gave them a chance to redeem themselves. Did he? NOPE! 🤦🏾‍♂️ We all make mistakes, but don't make the mistake worse by being an ingenuine idiot.

[@thecampion2420]

What an utterly unlikable human being.

[@eeelorde9962]

@@YeetThyBaby true

[@mechtechpotato4249]

Kia being mad resulting in her going off on artision builds makes sense. I find it’s best to just wait before saying anything if you are really mad.

[@rubyy.7374]

It is best to wait, but you can’t say it wasn’t deserved.

[@mechtechpotato4249]

@@rubyy.7374 Agreed

[@AdamMichalMarkowski]

Video essay! Cool!

[@Jedi-Nite]

Wonder how much he took from the Company after he froze the accounts 🤔

[@NYCreature]

I had no idea about the slack messages omg!!!

[@merc7105]

Shout out to the editor/s.

[@Alsike]

Shout out noted and appreciated, kiss me through da phone

[@yunicommentary]

may you please do a haunted mound tier list i would really appreciate it

[@EightPawsProductionsHD]

I've seen a few 'haunted mounds' in my time...

[@kashmm]

The term 'poetic justice' is now going to be abridged to simply read: Artesian Builds.

[@jagomae.]

Resonates ✨ Pride comes before a fall .

[@BiggieTrismegistus]

The "company" wasn't auctioning anything off. The company was bankrupt and had ceased to exist. The administrators liquidating the company's assests were doing the auctioning.

[@aquawrld]

Welcome back Mr Swan.

[@35mmShowdown]

Professional auctioneer here: they 100% took a loss selling the assets as a single large group lot instead of individually lotting them- that's auction-lotting 101. Pitiful.

[@aanonymousamanda1711]

I find it so ridiculous that he said that no important conversations in the company were possible because it was the weekend. When it comes to the future of a business, no one has a weekend. What a jerk.

[@dext871]

stop uploading

[@chelscara]

I uhhh I know the money part sucks but wow he managed to still get WORSE by being willing to sell other peoples information to put a tiny dent in the money he owes. What a prick.

[@MythicalYT]

Bird man.

[@johnseppethe2nd2]

Its so annoying that twitch is so corporate

[@hahayeah]

Welcome back man! Good to see you uploading again :D

[@alwaysace3480]

KZbin unsubbed me but im back!

[@assaultlick2169]

Smash that early life

[@dubb3835]

He does have a point he can't as a business give free PC to people who don't help build the company up that's a valid point he could have been classy about it but who hasn't had a crass moment in their life

[@yissssss]

He thought that Michael Jackson jacket was so cool

[@rabbitherochlo]

Nah he thought he was Peter Quill lol

[@morecoffeeplease2745]

After hearing his monologue and the joker music, I get why the company went under.

[@QuantumRads]

There was a lot more besides this stream that destroyed this company.

[@Alex-tx2dh]

Glad I'm not a CEO

[@elverdeoro8886]

reminds me of the south park episode with the cable guys

[@wardfiction5693]

We are honored with another video in such a short span of time, Thank you John Swan for providing us more entertainment. Keep them coming...

[@kanesgames7474]

Beautifully made video. Just a recommendation I’d get rid of the blur and filters so the clips are sharp and clean. But seriously deserves more views.

[@zukumi.]

Good video John, very informative and well organized. Keep the good work up and glad that you’re back

[@AidGum]

"very infomrative" LMAO, wouldn't be suprised if he made shit up to sell his narrative.