Google is following through on recent promises to add more generative AI features to its photo and video products. Over on YouTube, Google is rolling out the first wave of generative AI video for YouTube Shorts, but even if you’re not a YouTuber, you’ll be exposed to more AI videos soon. Google Photos, which is integrated with virtually every Android phone on the market, is also getting AI video-generation capabilities. In both cases, the features are currently based on the older Veo 2 model, not the more capable Veo 3 that has been meming across the Internet since it was announced at I/O in May.
YouTube CEO Neal Mohan confirmed earlier this summer that the company planned to add generative AI to the creator tools for YouTube Shorts. There were already tools to generate backgrounds for videos, but the next phase will involve creating new video elements from a text prompt.
Starting today, creators will be able to use a photo as the basis for a new generative AI video. YouTube also promises a collection of easily applied generative effects, which will be accessible from the Shorts camera. There’s also a new AI playground hub that the company says will be home to all its AI tools, along with examples and suggested prompts to help people pump out AI content.
The Veo 2-based videos aren’t as realistic as Veo 3 clips, but an upgrade is planned.
So far, all the YouTube AI video features are running on the Veo 2 model. The plan is still to move to Veo 3 later this summer. The AI features in YouTube Shorts are currently limited to the United States, Canada, Australia, and New Zealand, but they will expand to more countries later.
Those who’ve played the excellent Pac-Man Championship Edition series will be familiar with the high-speed vibe here, but Pac-Man Superfast remains focused on the game’s original maze and selection of just four ghosts. That means old-school strategies for grouping ghosts together and running successful patterns through the narrow corridors work in similar ways here. Successfully executing those patterns becomes a tense battle of nerves here, though, requiring multiple direction changes every second at the highest speeds. While the game will technically work with swipe controls on a smartphone or tablet, high-level play really requires the precision of a keyboard via a desktop/laptop web browser (we couldn’t get the game to recognize a USB controller, unfortunately).
Collecting those high-value items at the bottom is your ticket to a lot of extra lives. Credit: Youtube Playables
As exciting as the high-speed maze gameplay gets, though, Pac-Man Superfast is hampered by a few odd design decisions. The game ends abruptly after just 13 levels, for instance, making it impossible to even attempt the high-endurance 256-level runs that Pac-Man is known for. The game also throws an extra life at you every 5,000 points, making it relatively easy to brute force your way to the end as long as you focus on the three increasingly high-point-value items that appear periodically on each stage.
Despite this, the game doesn’t give any point reward for unused extra lives or long-term survival at high speeds, limiting the rewards for high-level play. And the lack of a built-in leaderboard makes it hard to directly compare your performance to friends and/or strangers anyway.
A large part of the reason I wrote about this game was to see if someone could beat my high score.
Credit: Youtube Playables
A large part of the reason I wrote about this game was to see if someone could beat my high score. Credit: Youtube Playables
Those issues aside, I’ve had a blast coming back to Pac-Man Supefast over and over again in the past few days, slowly raising my high score above the 162,000 point mark during coffee breaks (consider the gauntlet thrown, Ars readers). If you’re a fan of classic arcade games, Pac-Man Superfast is worth a try before the “YouTube Playables” initiative inevitably joins the growing graveyard of discontinued Google products.
Even in the age of TikTok, YouTube viewership continues to climb. While Google’s iconic video streaming platform has traditionally pushed creators to produce longer videos that can accommodate more ads, the site’s Shorts format is growing fast. That growth may explode in the coming months, as YouTube CEO Neal Mohan has announced that the Google Veo 3 AI video generator will be integrated with YouTube Shorts later this summer.
According to Mohan, YouTube Shorts has seen a rise in popularity even compared to YouTube as a whole. The streaming platform is now the most watched source of video in the world, but Shorts specifically have seen a massive 186 percent increase in viewership over the past year. Mohan says Shorts now average 200 billion daily views.
YouTube has already equipped creators with a few AI tools, including Dream Screen, which can produce AI video backgrounds with a text prompt. Veo 3 support will be a significant upgrade, though. At the Cannes festival, Mohan revealed that the streaming site will begin offering integration with Google’s leading video model later this summer. “I believe these tools will open new creative lanes for everyone to explore,” said Mohan.
YouTube heavily promotes Shorts on the homepage.
Credit: Google
YouTube heavily promotes Shorts on the homepage. Credit: Google
This move will require a few tweaks to Veo 3 outputs, but it seems like a perfect match. As the name implies, YouTube Shorts is intended for short video content. The format initially launched with a 30-second ceiling, but that has since been increased to 60 seconds. Because of the astronomical cost of generative AI, each generated Veo clip is quite short, a mere eight seconds in the current version of the tool. Slap a few of those together, and you’ve got a YouTube Short.
Those videos made Mitchell, aka Cleetus McFarland, a known personality among automotive enthusiasts. But the YouTuber wanted more financial independence beyond the Google platform and firms willing to sponsor his channel.
“… after my YouTube was growing and some of my antics [were] getting videos de-monetized, I realized I needed a playground,” Mitchell told Ars Technica in an email.
Mitchell found a road toward new monetization opportunities through the DeSoto Super Speedway. The Bradenton, Florida, track had changed ownership multiple times since opening in the 1970s. The oval-shaped racetrack is three-eighths of a mile long with 12-degree banking angles.
BRADENTON, FL — Mid-1980s: Late Model racing action at DeSoto Speedway in the mid-1980s. Both the All-Pro Series and NASCAR All-American Challenge Series ran races at the track in 1985 and 1986.
BRADENTON, FL — Mid-1980s: Late Model racing action at DeSoto Speedway in the mid-1980s. Both the All-Pro Series and NASCAR All-American Challenge Series ran races at the track in 1985 and 1986. Credit: ISC Images & Archives via Getty Images
By 2018, the track had closed its doors and was going unused. DeSoto happened to be next to Mitchell’s favorite drag strip, giving the YouTuber the idea of turning it into a stadium where people could watch burnouts and other “massive, rowdy” ticketed events. Mitchell added:
So I sold everything I could, borrowed some money from my business manager, and went all in for [$]2.2 million.
But like the rest of the world, Mitchell hit the brakes on his 2020 plans during COVID-19 lockdowns. Soon after his purchase, Mitchell couldn’t use the track, renamed Freedom Factory, for large gatherings, forcing him to reconsider his plans.
“We had no other option but to entertain the people somehow. And with no other racing goin’ on anywhere, we bet big on making something happen. And it worked,” Mitchell said.
That “something” was a pay-per-view (PPV) event hosted from the Freedom Factory in April 2020. The event led to others and, eventually, Mitchell running his own subscription video on demand (SVOD) service, FRDM+, which originally launched as Cleetervision in 2022.
Today, a FRDM+ subscription costs $20 per month or $120 per year. A subscription provides access to an impressive library of automotive videos. Some are archived from Mitchell’s YouTube channel. Other, exclusive videos feature content such as interviews with motorsports influencers and members of Mitchell’s staff and crew, and outrageous motorsports stunts. You can watch videos from other influencers on FRDM+, and the business can also white-label its platform into other influencers’ websites, too.
“A race against time”
Before Mitchell could host his first PPV event, he had to prepare the speedway. Explaining the ordeal to Ars, he wrote:
We cleaned that place up best we could, but let’s be real, it was rough. Lights were out, weeds poppin’ up through the asphalt, the whole deal.
Pulling off the first PPV event at the Freedom Factory speedway was a “race against time,” Jonny Mill, who built FRDM+’s tech stack and serves as company president, told Ars.
“Florida implemented a statewide shutdown on the very day of our event,” he said.
Mitchell also struggled to get the right workers and equipment needed for the PPV. Flights weren’t available due to the pandemic, forcing Mill to produce the event from California using a cell phone group chat and “last-minute local crew,” per Mitchell. The ENG camera person was much shorter than Mitchell “and had to climb on whatever she could just to keep me in frame,” he recalled.
Mitchell said Freedom Factory’s first PPV event had 75,000 concurrent viewers, which caused his website and those of the event sponsors to crash.
“Our initial bandwidth provider laughed at our viewership projections, and, of course, we surpassed them in the first week of pre-sales,” Mill said. “They did apologize before asking for a much larger check.”
Other early obstacles included determining how to embed the livestream platform into Mitchell’s e-commerce site. The biggest challenge there was “juggling two separate logins, one for merch shopping and another for livestream PPV, all within the same site,” Mill explained.
“Now, our focus is on seamlessly guiding the YouTube audience over to FRDM+ for premium live events,” he added.
Live events are still the heart of FRDM+. The service had 21 livestreamed events scheduled throughout 2025, and more are expected to come.
Peeking under the hood
Today, bandwidth isn’t a problem for FRDM+, and navigating the streaming service doesn’t feel much different from something like Netflix. There are different “channels” (grouped together by related content or ongoing series) on top and new releases and upcoming content highlighted below. There are horizontal scrolling rows, and many titles have content summaries and/or trailers. The platform also has a support section with instructions for canceling subscriptions.
Like with other SVOD services, subscribers can watch FRDM+ via a web browser or through a smart TV app. FRDM+ currently has apps for Apple TV, Fire OS, and Roku OS. Mitchell said the team’s constantly working on more connected TV apps, as well as adding features, “more interactivity,” and customers. To keep the wheels spinning, FRDM+ leverages a diverse range of technologies, Mill explained:
At the core of our infrastructure, AWS bandwidth servers handle the heavy lifting, while Accedo powers the connected TV apps, bridging the gap between our tech stack and the audience. Brightcove serves as our primary video player partner, with additional backup systems in place to maintain reliability.
For a service like this, with live events, redundancy is critical, Mill said.
“At the Freedom Factory, we even beam air fiber from a house five miles away to ensure a reliable second Internet. We also have a hidden page on [the Cleetus McFarland website] to launch a backup stream if the primary one fails,” he said.
Today, FRDM+’s biggest challenge isn’t a technical one. Instead, it’s around managing the business’s different parts using a small team. FRDM+ has 35 full-time employees across its Shop, Race Track, Events, and Merch divisions and is “entirely self-funded,” per Mill. The company also relies on contractors for productions, but its core livestream team has six full-time employees.
Mitchell told Ars that FRDM+ is profitable, but he couldn’t get into specifics. He said the service has “strong year-over-year growth and a solid financial foundation that allows us to continue reinvesting in our team and services,” like a “robust technology stack, larger events, venue rentals, and even giving away helicopters and Lamborghinis as the prizes for our races.”
“Having been at Discovery during the launch of MotorTrend OnDemand, I’ve witnessed the power of substantial budgets firsthand,” Mill said. “Yet, [FRDM+ has] achieved greater success organically than [Discovery] did with their eight-figure marketing investment. This autonomy and efficiency are a testament to the strength of our approach.”
Any profitability for a 3-year-old streaming service is commendable. Due to wildly differing audiences, markets, costs, and scales, comparing FRDM+’s financials to the likes of Netflix and other mainstream streaming services is like comparing apples to oranges. But it’s interesting to consider that FRDM+ has achieved profitability faster than some of those services, like Peacock, which also launched in 2020, and Apple TV+, which debuted in 2019.
FRDM+ doesn’t share subscription numbers publicly, but Mitchell told Ars that the subscription service has a 93 percent retention. Mill attributed that number to a loyal, engaged community driven by direct communication with Mitchell.
Mill also suggested to Ars that FRDM+ has successfully converted over 5 percent of Mitchell’s YouTube audience. Five percent of Cleetus McFarland’s current YouTube base would be 212,500 people.
Scharon is a Senior Technology Reporter at Ars Technica writing news, reviews, and analysis on consumer gadgets and services. She’s been reporting on technology for over 10 years, with bylines at Tom’s Hardware, Channelnomics, and CRN UK.
Balatro is certainly habit-forming, but there’s nothing to be won or lost, other than time, by playing it. While the game has you using standard playing cards and poker hands as part of its base mechanics, it does not have in-app purchases, loot boxes, or any kind of online play or enticement to gambling, beyond the basics of risk and reward.
Yet many YouTube creators have had their Balatro videos set to the traffic-dropping “Age-restricted” status, allegedly due to “depictions or promotions of casino websites or apps,” with little recourse for appeal.
The Balatro University channel detailed YouTube’s recent concerns about “online gambling” in a video posted last weekend. Under policies that took effect March 19, YouTube no longer allows any reference to gambling sites or applications “not certified by Google.” Additionally, content with “online gambling content”—”excluding online sports betting and depictions of in-person gambling”—cannot be seen by anyone signed out of YouTube or registered as under 18 years old.
Balatro University’s primer on how more than 100 of his videos about Balatro suddenly became age-restricted.
“The problem is,” Balatro University’s host notes, “Balatro doesn’t have any gambling.” Balatro University reported YouTube placing age restrictions on 119 of his 606 videos, some of them having been up for more than a year. After receiving often confusingly worded notices from YouTube, the channel host filed 30 appeals, 24 of which were rejected. Some of the last messaging from YouTube to Balatro University, from likely outdated and improperly cross-linked guidance, implied that his videos were restricted because they show “harmful or dangerous activities that risk serious physical harm.”
Balatro, while based on poker hands, involving chips and evoking some aspects of video poker or casinos, only has you winning money that buys you cards and upgrades in the game.
Credit: Playstack
Balatro, while based on poker hands, involving chips and evoking some aspects of video poker or casinos, only has you winning money that buys you cards and upgrades in the game. Credit: Playstack
Developer LocalThunk took to social network Bluesky with some exasperation. “Good thing we are protecting children from knowing what a 4 of a kind is and letting them watch CS case opening videos instead,” he wrote, referencing the popularity of videos showing Counter-Strike “cases” with weapon skins being opened.
Apparently Balatro videos are being rated 18+ on YouTube now for gambling
Good thing we are protecting children from knowing what a 4 of a kind is and letting them watch CS case opening videos instead
A SpaceX and X engineer, Christopher Stanley—currently serving as a senior advisor in the Deputy Attorney General’s office at the Department of Justice (DOJ)—was reportedly caught bragging about hacking and distributing pirated e-books, bootleg software, and game cheats.
The boasts appeared on archived versions of websites, of which several, once flagged, were quickly deleted, Reuters reported.
Stanley was assigned to the DOJ by Elon Musk’s Department of Government Efficiency (DOGE). While Musk claims that DOGE operates transparently, not much is known about who the staffers are or what their government roles entail. It remains unclear what Stanley does at DOJ, but Reuters noted that the Deputy Attorney General’s office is in charge of investigations into various crimes, “including hacking and other malicious cyber activity.” Declining to comment further, the DOJ did confirm that as a “special government employee,” like Musk, Stanley does not draw a government salary.
The engineer’s questionable past seemingly dates back to 2006, Reuters reported, when Stanley was still in high school. The news site connected Stanley to various sites and forums by tracing various pseudonyms he still uses, including Reneg4d3, a nickname he still uses on YouTube. The outlet then further verified the connection “by cross-referencing the sites’ registration data against his old email address and by matching Reneg4d3’s biographical data to Stanley’s.”
Among his earliest sites was one featuring a “crude sketch of a penis” called fkn-pwnd.com, where Stanley, at 15, bragged about “fucking up servers,” a now-deleted Internet Archive screenshot reportedly showed. Another, reneg4d3.com, was launched when he was 16. There, Stanley branded a competing messaging board “stupid noobs” after supposedly gaining admin access through an “easy exploit,” Reuters reported. On Bluesky, an account called “doge whisperer” alleges even more hacking activity, some of which appears to be corroborated by an IA screenshot of another site Stanley created, electonic.net (sic), which as of this writing can still be accessed.
YouTube dominates online video, but it’s absolutely crammed full of ads these days. A YouTube Premium subscription takes care of that, but ad blockers do exist. Google seems to have gotten the message—a cheaper streaming subscription is on the way that drops YouTube Music from the plan. You may have to give up more than music to get the cheaper rate, though.
Google started testing cheaper YouTube subscriptions in a few international markets, including Germany and Australia, over the past year. Those users have been offered the option of subscribing to the YouTube Premium plan, which runs $13.99 in the US, or a new plan that costs about half as much. For example, in Australia, the options are AU$23 for YouTube Premium or AU$12 for “YouTube Premium Lite.”
The Lite plan drops YouTube Music but keeps ad-free YouTube, which is all most people want anyway. Based on the early tests, these plans will probably drop a few other features that you’d miss, including background playback and offline downloads. However, this plan could cost as little as $7–$8 in the US.
Perhaps at this point, you think you’ve outsmarted Google—you can just watch ad-free music videos with the Lite plan, right? Wrong. Users who have tried the Lite plan in other markets report that it doesn’t actually remove all the ads on the site. You may still see banner ads around videos, as well as pre-roll ads before music videos specifically. If you want access to Google’s substantial music catalog without ads, you’ll still need to pay for the full plan.
Bloomberg reports that YouTube Premium Lite is on the verge of launching in the US, Australia, Germany, and Thailand.
“As part of our commitment to provide our users with more choice and flexibility, we’ve been testing a new YouTube Premium offering with most videos ad-free in several of our markets,” Google said in a statement. “We’re hoping to expand this offering to even more users in the future with our partners’ support.”
Artemiy Pavlov, the founder of a small but mighty music software brand called Sinesvibes, spent more than 15 years building a YouTube channel with all original content to promote his business’ products. Over all those years, he never had any issues with YouTube’s automated content removal system—until Monday, when YouTube, without issuing a single warning, abruptly deleted his entire channel.
“What a ‘nice’ way to start a week!” Pavlov posted on Bluesky. “Our channel on YouTube has been deleted due to ‘spam and deceptive policies.’ Which is the biggest WTF moment in our brand’s history on social platforms. We have only posted demos of our own original products, never anything else….”
Officially, YouTube told Pavlov that his channel violated YouTube’s “spam, deceptive practices, and scam policy,” but Pavlov could think of no videos that might be labeled as violative.
“We have nothing to hide,” Pavlov told Ars, calling YouTube’s decision to delete the channel with “zero warnings” a “terrible, terrible day for an independent, honest software brand.”
“We have never been involved with anything remotely shady,” Pavlov said. “We have never taken a single dollar dishonestly from anyone. And we have thousands of customers that stand by our brand.”
Ars saw Pavolov’s post and reached out to YouTube to find out why the channel was targeted for takedown. About three hours later, the channel was suddenly restored. That’s remarkably fast, as YouTube can sometimes take days or weeks to review an appeal. A YouTube spokesperson later confirmed that the Sinesvibes channel was reinstated due to the regular appeals process, indicating perhaps that YouTube could see that Sinesvibes’ removal was an obvious mistake.
Developer calls for more human review
For small brands like Sinesvibes, even spending half a day in limbo was a cause for crisis. Immediately, the brand worried about 50 broken product pages for one of its distributors, as well as “hundreds if not thousands of news articles posted about our software on dozens of different websites.” Unsure if the channel would ever be restored, Sinesvibes spent most of Monday surveying the damage.
Now that the channel is restored, Pavlov is stuck confronting how much of the Sinesvibes brand depends on the YouTube channel remaining online while still grappling with uncertainty since the reason behind the ban remains unknown. He told Ars that’s why, for small brands, simply having a channel reinstated doesn’t resolve all their concerns.
If you’ve been paying careful attention to YouTube recently, you may have noticed the rising trend of so-called “faceless YouTube channels” that never feature a visible human talking in the video frame. While some of these channels are simply authored by camera-shy humans, many more are fully automated through AI-powered tools to craft everything from the scripts and voiceovers to the imagery and music. Unsurprisingly, this is often sold as a way to make a quick buck off the YouTube algorithm with minimal human effort.
YouTuber F4mi, who creates some excellent deep dives on obscure technology, recently detailed her efforts “to poison any AI summarizers that were trying to steal my content to make slop.” The key to F4mi’s method is the .ass subtitle format, created decades ago as part of fansubbing software Advanced SubStation Alpha. Unlike simpler and more popular subtitle formats, .ass supports fancy features like fonts, colors, positioning, bold, italic, underline, and more.
It’s these fancy features that let F4mi hide AI-confounding garbage in her YouTube transcripts without impacting the subtitle experience for her human viewers. For each chunk of actual text in her subtitle file, she also inserted “two chunks of text out of bounds using the positioning feature of the .ass format, with their size and transparency set to zero so they are completely invisible.”
In those “invisible” subtitle boxes, F4mi added text from public domain works (with certain words replaced with synonyms to avoid detection) or her own LLM-generated scripts full of completely made-up facts. When those transcript files were fed into popular AI summarizer sites, that junk text ended up overwhelming the actual content, creating a totally unrelated script that would be useless to any faceless channel trying to exploit it.
Defending his livelihood, Neumayer started asking questions. At first, that led to his videos being reinstated. But that victory was short-lived, as the supposed Nintendo lawyer only escalated his demands, spooking the YouTuber into voluntarily removing some videos, The Verge reported, while continuing to investigate the potential troll.
Reaching out directly to Nintendo helped, but questions remain
The Verge has all the receipts, sharing emails from the fake lawyer and detailing Neumayer’s fight blow-for-blow. Neumayer ultimately found that there was a patent lawyer with a similar name working for Nintendo in Japan, although he could not tell if that was the person sending the demands and Nintendo would not confirm to The Verge if Tatsumi Masaaki exists.
Only after contacting Nintendo directly did Neumayer finally get some information he could work with to challenge the takedowns. Reportedly, Nintendo replied, telling Neumayer that the fake lawyer’s proton email address “is not a legitimate Nintendo email address and the details contained within the communication do not align with Nintendo of America Inc.’s enforcement practices.”
Nintendo promised to investigate further, as Neumayer continued to receive demands from the fake lawyer. It took about a week after Nintendo’s response for “Tatsumi” to start to stand down, writing in a stunted email to Neumayer, “I hereby retract all of my preceding claims.” But even then, the troll went down fighting, The Verge reported.
The final messages from “Tatsumi” claimed that he’d only been suspended from filing claims and threatened that other Nintendo lawyers would be re-filing them. He then sent what The Verge described as “in some ways the most legit-looking email yet,” using a publicly available web tool to spoof an official Nintendo email address while continuing to menace Neumayer.
It was that spoofed email that finally ended the façade, though, The Verge reported. Neumayer detected the spoof by checking the headers and IDing the tool used.
Although this case of copyright trolling is seemingly over, Neumayer—along with a couple other gamers trolled by “Tatsumi”—remain frustrated with YouTube, The Verge reported. After his fight with the fake Nintendo lawyer, Neumayer wants the streaming platform to update its policies and make it easier for YouTubers to defend against copyright abuse.
Back in May, when Ars reported on a YouTuber dismayed by a DMCA takedown over a washing machine chime heard on his video, a YouTube researcher and director of policy and advocacy for the Electronic Frontier Foundation, Katharine Trendacosta told Ars that YouTube’s current process discourages YouTubers from disputing copyright strikes.
“Every idiot can strike every YouTuber and there is nearly no problem to do so. It’s insane,” Neumayer said. “It has to change NOW.”
“I’m fighting with Google now,” Townsend told Ars. “I don’t expect any real answers from them.”
How YouTubers can avoid being targeted
As YouTube appears evasive, Townsend has been grateful for long-time subscribers commenting to show support, which may help get his videos amplified more by the algorithm. On YouTube, he also said that because “the outpouring of support was beyond anything” he could’ve expected, it kept him “sane” through sometimes 24-hour periods of silence without any updates on when his account would be restored.
Townsend told Ars that he rarely does sponsorships, but like many in the fighting game community, his inbox gets spammed with offers constantly, much of which he assumes are scams.
“If you are a YouTuber of any size,” Townsend explained in his YouTube video, “you are inundated with this stuff constantly,” so “my BS detector is like, okay, fake, fake, fake, fake, fake, fake, fake. But this one just, it looked real enough, like they had their own social media presence, lots of followers. Everything looked real.”
Brian_F echoed that in his video, which breaks down how the latest scam evolved from more obvious scams, tricking even skeptical YouTubers who have years of experience dodging phishing scams in their inboxes.
“The game has changed,” Brian_F said.
Townsend told Ars that sponsorships are rare in the fighting game community. YouTubers are used to carefully scanning supposed offers to weed out the real ones from the fakes. But Brian_F’s video pointed out that scammers copy/paste legitimate offer letters, so it’s already hard to distinguish between potential sources of income and cleverly masked phishing attacks using sponsorships as lures.
Part of the vetting process includes verifying links without clicking through and verifying identities of people submitting supposed offers. But if YouTubers are provided with legitimate links early on, receiving offers from brands they really like, and see that contacts match detailed LinkedIn profiles of authentic employees who market the brand, it’s much harder to detect a fake sponsorship offer without as many obvious red flags.
One year ago, I didn’t know how to bake bread. I just knew how to follow a recipe.
If everything went perfectly, I could turn out something plain but palatable. But should anything change—temperature, timing, flour, Mercury being in Scorpio—I’d turn out a partly poofy pancake. I presented my partly poofy pancakes to people, and they were polite, but those platters were not particularly palatable.
During a group vacation last year, a friend made fresh sourdough loaves every day, and we devoured it. He gladly shared his knowledge, his starter, and his go-to recipe. I took it home, tried it out, and made a naturally leavened, artisanal pancake.
I took my confusion to YouTube, where I found Hendrik Kleinwächter’s “The Bread Code” channel and his video promising a course on “Your First Sourdough Bread.” I watched and learned a lot, but I couldn’t quite translate 30 minutes of intensive couch time to hours of mixing, raising, slicing, and baking. Pancakes, part three.
It felt like there had to be more to this. And there was—a whole GitHub repository more.
The Bread Code gave Kleinwächter a gratifying second career, and it’s given me bread I’m eager to serve people. This week alone, I’m making sourdough Parker House rolls, a rosemary olive loaf for Friendsgiving, and then a za’atar flatbread and standard wheat loaf for actual Thanksgiving. And each of us has learned more about perhaps the most important aspect of coding, bread, teaching, and lots of other things: patience.
Hendrik Kleinwächter on his Bread Code channel, explaining his book.
Resources, not recipes
The Bread Code is centered around a book, The Sourdough Framework. It’s an open source codebase that self-compiles into new LaTeX book editions and is free to read online. It has one real bread loaf recipe, if you can call a 68-page middle-section journey a recipe. It has 17 flowcharts, 15 tables, and dozens of timelines, process illustrations, and photos of sourdough going both well and terribly. Like any cookbook, there’s a bit about Kleinwächter’s history with this food, and some sourdough bread history. Then the reader is dropped straight into “How Sourdough Works,” which is in no way a summary.
“To understand the many enzymatic reactions that take place when flour and water are mixed, we must first understand seeds and their role in the lifecycle of wheat and other grains,” Kleinwächter writes. From there, we follow a seed through hibernation, germination, photosynthesis, and, through humans’ grinding of these seeds, exposure to amylase and protease enzymes.
I had arrived at this book with these specific loaf problems to address. But first, it asks me to consider, “What is wheat?” This sparked vivid memories of Computer Science 114, in which a professor, asked to troubleshoot misbehaving code, would instead tell students to “Think like a compiler,” or “Consider the recursive way to do it.”
And yet, “What is wheat” did help. Having a sense of what was happening inside my starter, and my dough (which is really just a big, slow starter), helped me diagnose what was going right or wrong with my breads. Extra-sticky dough and tightly arrayed holes in the bread meant I had let the bacteria win out over the yeast. I learned when to be rough with the dough to form gluten and when to gently guide it into shape to preserve its gas-filled form.
I could eat a slice of each loaf and get a sense of how things had gone. The inputs, outputs, and errors could be ascertained and analyzed more easily than in my prior stance, which was, roughly, “This starter is cursed and so am I.” Using hydration percentages, measurements relative to protein content, a few tests, and troubleshooting steps, I could move closer to fresh, delicious bread. Framework: accomplished.
I have found myself very grateful lately that Kleinwächter did not find success with 30-minute YouTube tutorials. Strangely, so has he.
Sometimes weird scoring looks pretty neat. Kevin Purdy
The slow bread of childhood dreams
“I have had some successful startups; I have also had disastrous startups,” Kleinwächter said in an interview. “I have made some money, then I’ve been poor again. I’ve done so many things.”
Most of those things involve software. Kleinwächter is a German full-stack engineer, and he has founded firms and worked at companies related to blogging, e-commerce, food ordering, travel, and health. He tried to escape the boom-bust startup cycle by starting his own digital agency before one of his products was acquired by hotel booking firm Trivago. After that, he needed a break—and he could afford to take one.
“I went to Naples, worked there in a pizzeria for a week, and just figured out, ‘What do I want to do with my life?’ And I found my passion. My passion is to teach people how to make amazing bread and pizza at home,” Kleinwächter said.
Kleinwächter’s formative bread experiences—weekend loaves baked by his mother, awe-inspiring pizza from Italian ski towns, discovering all the extra ingredients in a supermarket’s version of the dark Schwarzbrot—made him want to bake his own. Like me, he started with recipes, and he wasted a lot of time and flour turning out stuff that produced both failures and a drive for knowledge. He dug in, learned as much as he could, and once he had his head around the how and why, he worked on a way to guide others along the path.
Bugs and syntax errors in baking
When using recipes, there’s a strong, societally reinforced idea that there is one best, tested, and timed way to arrive at a finished food. That’s why we have America’s Test Kitchen, The Food Lab, and all manner of blogs and videos promoting food “hacks.” I should know; I wrote up a whole bunch of them as a young Lifehacker writer. I’m still a fan of such things, from the standpoint of simply getting food done.
As such, the ultimate “hack” for making bread is to use commercial yeast, i.e., dried “active” or “instant” yeast. A manufacturer has done the work of selecting and isolating yeast at its prime state and preserving it for you. Get your liquids and dough to a yeast-friendly temperature and you’ve removed most of the variables; your success should be repeatable. If you just want bread, you can make the iconic no-knead bread with prepared yeast and very little intervention, and you’ll probably get bread that’s better than you can get at the grocery store.
Baking sourdough—or “naturally leavened,” or with “levain”—means a lot of intervention. You are cultivating and maintaining a small ecosystem of yeast and bacteria, unleashing them onto flour, water, and salt, and stepping in after they’ve produced enough flavor and lift—but before they eat all the stretchy gluten bonds. What that looks like depends on many things: your water, your flours, what you fed your starter, how active it was when you added it, the air in your home, and other variables. Most important is your ability to notice things over long periods of time.
When things go wrong, debugging can be tricky. I was able to personally ask Kleinwächter what was up with my bread, because I was interviewing him for this article. There were many potential answers, including:
I should recognize, first off, that I was trying to bake the hardest kind of bread: Freestanding wheat-based sourdough
You have to watch—and smell—your starter to make sure it has the right mix of yeast to bacteria before you use it
Using less starter (lower “inoculation”) would make it easier not to over-ferment
Eyeballing my dough rise in a bowl was hard; try measuring a sample in something like an aliquot tube
Winter and summer are very different dough timings, even with modern indoor climate control.
But I kept with it. I was particularly susceptible to wanting things to go quicker and demanding to see a huge rise in my dough before baking. This ironically leads to the flattest results, as the bacteria eats all the gluten bonds. When I slowed down, changed just one thing at a time, and looked deeper into my results, I got better.
The Bread Code YouTube page and the ways in which one must cater to algorithms.
Credit: The Bread Code
The Bread Code YouTube page and the ways in which one must cater to algorithms. Credit: The Bread Code
YouTube faces and TikTok sausage
Emailing and trading video responses with Kleinwächter, I got the sense that he, too, has learned to go the slow, steady route with his Bread Code project.
For a while, he was turning out YouTube videos, and he wanted them to work. “I’m very data-driven and very analytical. I always read the video metrics, and I try to optimize my videos,” Kleinwächter said. “Which means I have to use a clickbait title, and I have to use a clickbait-y thumbnail, plus I need to make sure that I catch people in the first 30 seconds of the video.” This, however, is “not good for us as humans because it leads to more and more extreme content.”
Kleinwächter also dabbled in TikTok, making videos in which, leaning into his German heritage, “the idea was to turn everything into a sausage.” The metrics and imperatives on TikTok were similar to those on YouTube but hyperscaled. He could put hours or days into a video, only for 1 percent of his 200,000 YouTube subscribers to see it unless he caught the algorithm wind.
The frustrations inspired him to slow down and focus on his site and his book. With his community’s help, The Bread Code has just finished its second Kickstarter-backed printing run of 2,000 copies. There’s a Discord full of bread heads eager to diagnose and correct each other’s loaves and occasional pull requests from inspired readers. Kleinwächter has seen people go from buying what he calls “Turbo bread” at the store to making their own, and that’s what keeps him going. He’s not gambling on an attention-getting hit, but he’s in better control of how his knowledge and message get out.
“I think homemade bread is something that’s super, super undervalued, and I see a lot of benefits to making it yourself,” Kleinwächter said. “Good bread just contains flour, water, and salt—nothing else.”
A test loaf of rosemary olive sourdough bread. An uneven amount of olive bits ended up on the top and bottom, because there is always more to learn.
Credit: Kevin Purdy
A test loaf of rosemary olive sourdough bread. An uneven amount of olive bits ended up on the top and bottom, because there is always more to learn. Credit: Kevin Purdy
You gotta keep doing it—that’s the hard part
I can’t say it has been entirely smooth sailing ever since I self-certified with The Bread Code framework. I know what level of fermentation I’m aiming for, but I sometimes get home from an outing later than planned, arriving at dough that’s trying to escape its bucket. My starter can be very temperamental when my house gets dry and chilly in the winter. And my dough slicing (scoring), being the very last step before baking, can be rushed, resulting in some loaves with weird “ears,” not quite ready for the bakery window.
But that’s all part of it. Your sourdough starter is a collection of organisms that are best suited to what you’ve fed them, developed over time, shaped by their environment. There are some modern hacks that can help make good bread, like using a pH meter. But the big hack is just doing it, learning from it, and getting better at figuring out what’s going on. I’m thankful that folks like Kleinwächter are out there encouraging folks like me to slow down, hack less, and learn more.
