Will the MrBeast Brand Survive?

Issue #259 | July 30, 2024

Presented by:

Since MrBeast, aka Jimmy Donaldson, skyrocketed to fame at 19 years old, he has survived numerous controversies. In fact, sparking viral internet discourse has become somewhat integral to the now-26-year-old’s brand — with his clickbaity thumbnails and titles for extravagant “charity” videos frequently teetering the line between altruistic and exploitative.

There’s no question MrBeast knows how to strike up a conversation online. See: suing his business partner, fanboying over Elon Musk, asking fans to clean up his chocolate bar displays, or buying a dystopian neighborhood compound for his employees to live in.

But, at least for me, it’s been a bit surprising to see Donaldson’s family-friendly, wide-grinning persona emerge from all these controversies with his reputation seemingly unscathed.

Back in 2021, 11 of MrBeast’s former employees spoke to the New York Times about what it was like to work for the millionaire. In short, many alleged a difficult workplace “rife with favoritism and bullying.” The YouTuber was also criticized years prior for his use of slurs and offensive jokes at the beginning of his career. But that did little to stop Donaldson’s upward mobility. Just a few short years later, he became the most-subscribed YouTube channel of all time.

All of this begs the question, can the MrBeast brand survive anything? Well, with a couple of high-profile, disconcerting controversies in the past week — related to workplace injuries and inappropriate comments from MrBeast and his collaborators — it seems that the internet’s perception of the Beast might finally be taking a turn for the worse.

– Grace Stanley, Deputy Editor

PERSONALITIES

Can MrBeast Be Canceled?

A wave of controversies could shake MrBeast’s whole empire.

By Steven Asarch, Passionfruit Contributor

→ READ THE FULL STORY

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IN THE BIZ

Influencer marketing platform LTK launched a new TikTok-like shoppable video feed.
TikTok micro-influencers have seen their rates double in the last three years.
The US Department of Justice accused TikTok’s owner, ByteDance, of using a search tool to collect Americans’ user data on sensitive issues.
TikTok is introducing custom video thumbnails, allowing creators to further personalize their content on the platform.

LABOR

SAG-AFTRA Launches Strike Against Video Game Companies

‘Enough is enough.’

By Charlotte Colombo, Passionfruit Contributor

READ THE FULL STORY →

CULTURE

Paris 2024: The Influencer Olympics

This Olympics is going vertical.

By Charlotte Colombo, Passionfruit Contributor

READ THE FULL STORY →

JOB BOARD

We’re hiring a part-time, remote editorial intern to join our team at Passionfruit!
OWM is looking for a Content & Social Media Lead.
Digital Media Management is looking for a New York-based Sr. Social Media Manager.
The New York State Executive Chamber is looking for a Social Media Manager.

YOUTUBE MADE ME DO IT

This week on the Reactorverse podcast, we welcome YaBoyRoshi! Roshi breaks down his journey into content creation by learning from others along the way.

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