A Leaked Handbook on YouTube’s Biggest Star

Issue #265 | August 20, 2024

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.

– Grace Stanley, Deputy Editor

PERSONALITIES

‘How to Succeed at MrBeast Production’ Handbook Leaked

The 36-page document offers a unique insight into the mind of the largest YouTuber.

By Steven Asarch, Passionfruit Contributor

→ READ THE FULL STORY

Introducing: Beacons Business-in-a-Box
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LEARN MORE

IN THE BIZ

The Democratic National Convention is featuring an exclusive Creator Platform on the convention floor.
TikTok finally launched group chats, allowing users to add up to 32 friends and share videos directly within the app.
A federal appeals court upheld a ruling that blocked parts of California’s online child safety bill, saying it violates free speech.
A YouTube creator filed a class action lawsuit against Nvidia, claiming the company illegally used his and other creators’ videos to build its AI systems.

CULTURE

Creators Are Being ‘Very Demure, Very Mindful’

Let me say this as demurely as possible.

By Charlotte Colombo, Passionfruit Contributor

READ THE FULL STORY →

LABOR

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

#TeamPixel.

By Charlotte Colombo, Passionfruit Contributor

READ THE FULL STORY →

UPCOMING EVENTS

VidSummit is September 3-5, 2024 in Dallas, Texas.
TwitchCon is September 20-22, 2024 in San Diego, California.
SXSW Sydney is October 14-20, 2024 in Sydney, Australia.
Buffer Festival is November 1-2, 2024 in Toronto, Canada.

YOUTUBE MADE ME DO IT

This week, TBR Schmitt joins the Reactorverse Podcast! Daniel and Sam are known for their movie and TV reactions, and they share their journey of building an audience, discovering new interests, and meeting fellow reactors online amidst the pandemic boom.

Be sure to subscribe to the Passionfruit YouTube channel so you don’t miss an episode! If you’d prefer to listen in audio form, we also have a podcast feed.