A Leaked Handbook on YouTube’s Biggest Star

CREATOR NEWSLETTER


In light of recent controversies, on August 13, YouTuber Rosanna Pansino made a video discussing a 36-page internal document she said she received from a former employee of MrBeast Productions. The document, which she claims was confirmed by four other former employees, offers a rare glimpse into how 26-year-old Jimmy Donaldson — better known as MrBeast — runs his YouTube empire. 

Titled “How to Succeed at MrBeast Production,” this book outlines the intense work culture that allegedly propelled MrBeast to become the largest YouTube channel in the world. It explores strategic questions, like minute-by-minute analysis of audience retention rates. But it also describes a toxic work culture with a poor work-life balance, expectations of long hours, and constant grinding.

Most concerningly, the guidebook also contains some ‘boys will be boys’ rhetoric. “If talent wants to draw a dick on the whiteboard in the video or do something stupid, let them,” it reads. “Really do everything you can to empower the boys when filming and help them make content. Help them be idiots.” 

There is also an entire section titled “No Does Not Mean No,” which…yeah. I don’t even know where to begin with that.

Reporter Steven Asarch spoke with two former producers of MrBeast — who allege the handbook’s contents are real — and delved into the circumstances surrounding its release. A PR representative for MrBeast declined to comment on the situation. 

Whether you’re a fan of MrBeast, a fellow creator, or simply curious about the inside workings of YouTube’s biggest empire, it’s a fascinating read.


PERSONALITIES

‘How to Succeed at MrBeast Production’ Handbook Leaked

MrBeast Rosanna Pansino

The biggest frustration of being a creator: there’s no “playbook” for success. That’s where Beacons comes in. You might know them for their link in bio tool, but that’s just the tip of the iceberg. Beacons is a full, “all you need” platform to turn your content into a thriving business. With ONE Beacons account, you get:

–   The coolest & easiest link in bio / website builder
–   A digital storefront for all of your products, including affiliate products
–   Automated sales funnels to drive more sales

Just for the Passionfruit community, you can sign up for a free month of Beacons’s Seller Pro plan and get a custom domain, 0% selling fees, and unlimited emails (normally $30/mo – which TBH, is a really good deal anyway). Just use code PASSIONFRUIT when you sign up.


IN THE BIZ


CULTURE

Creators Are Being ‘Very Demure, Very Mindful’

Let me say this as demurely as possible.

By Charlotte Colombo, Passionfruit Contributor


LABOR

Creators Speak Out Against Google For Forcing Positive Reviews of New Pixel Phone

#TeamPixel

By Charlotte Colombo, Passionfruit Contributor


UPCOMING EVENTS


YOUTUBE MADE ME DO IT

Content for Creators.

News, tips, and tricks delivered to your inbox twice a week.

Newsletter Signup

Latest Newsletters

  • A Deal You Can’t Refuse, But Should

    A Deal You Can’t Refuse, But Should

    CREATOR NEWSLETTER Issue #196 | December 21, 2023 It’s the longest night of the year here in the northern hemisphere. Happy solstice to all of y’all who, like me, experience seasonal affective disorder and know the exact moment (10:27pm EST on Dec. 21, 2023) when our half of the earth starts tilting back towards the…

  • Kill the Hustle-Bro in Your Head

    Kill the Hustle-Bro in Your Head

    CREATOR NEWSLETTER Issue #195 | December 19, 2023 Yesterday, I was scrolling Threads (yes, it’s still around), and I found this quote that I think captures everything wrong with our work culture in the U.S. (shared by journalist Taylor Lorenz). Your classic creator-economy-hustle-culture-bro type writes it: “I’m sure this will piss off certain people, but:…

  • Cornell’s Crash Course for Creators

    Cornell’s Crash Course for Creators

    CREATOR NEWSLETTER Issue #194 | December 14, 2023 There’s this perfect line from Yorgos Lanthimos’ “Poor Things” that I’d love to turn into Passionfruit’s tagline if we can afford the copyrights to the quote. The movie stars Emma Stone as a female Frankenstein named Bella Baxter, whose rapidly evolving intellect has her rejecting her “bride…