The Creator Economy

YouTube, pretty much since its infancy, has been a part of my life. I watched many early YouTubers like NigaHiga and Smosh and continued to follow many creators over the years. In the height of his popularity, I followed in the footsteps of Casey Neistat and began to vlog - which is still available on my YouTube channel in case anyone wants to see my old adventures.

Even though my dreams of becoming a Youtuber haven’t come true - at least, not yet. I haven’t stopped keeping up with the platform and its top creators. I love learning from what these creators are doing how they keep evolving the basis of their work. As the platform grows and more and more people try their hand at becoming a YouTuber/Content Creator, the Content changes and evolves. Different creators do different things to get attention and to solidify a future doing this job. This is what led to the term “Creator Economy.” The study or analysis of what creators are doing in this current state of the platform - in this current economy.

Colin and Samir might be the biggest authority in terms of covering or even coining the phrase and so over the years I would tune in to listen to their insights as they covered the biggest stories and creators on the platform. Not the least of which has been MrBeast.

Watch History

Rise of the Beast

Jimmy Donaldson, AKA MrBeast, has become a household name across the country and maybe even in a lot of the world. Known for his challenge videos that get bigger and bigger every time, Jimmy’s rise on the platform has been incredible to watch. From his early videos of counting to 100,000, watching Jake Paul’s “It’s everyday bro” for 10 hours straight, and filling a pool with orbeez, Jimmy has come a really long way.

Donaldson’s focus has always been making the best videos possible. And while the videos I mentioned earlier don’t feel like they’re the best possible, they were critical to the channel because Donaldson was able to capture people’s attention even with such videos. And as he got attention, as he got money and brand deals, he funneled all of it back into the channel. One of the major videos in his early days was giving a homeless man $10,000 and that money just came from his first brand deal - to which he also just negotiated the deal to be as such because $10,000 had a better ring to it as a Youtube Title than whatever price they initially offered.

From giving a homeless man $10,000, his videos grew and grew and he continued to give more money away. This also contributed to his popularity as the MrBeast channel would host challenges with insane prizes like Lamborghini’s, Tesla’s, Chocolate Factories, and of course grand cash prizes. Those videos really took off after he recreated the hit Netflix show Squid Games. MrBeast got as many views on his one video in a single day as the Netflix show did in 3 weeks. Donaldson had continued to learn and build his company to be able to pull off these incredible videos and, with enough of these reps, MrBeast was ready to try his hand at a show. Enter Amazon Prime with The Beast Games.

The Beast Games

Donaldson met with several streaming platforms and landed with Amazon because they were the only ones to let him have full creative control of the show. The whole aim was to prove that YouTube content creators can create things at such levels as traditional entertainment television. The behind-the-scenes video I linked to shows the lengths to which MrBeast and the company has gone to in order to pull off something like this. In their pursuit - and in MrBeast fashion - they broke 42 world records and created the biggest game show in history.

For me, it’s incredible to see someone so focused on making the best content possible and the lengths to which he will go. Colin and Samir have spent years covering MrBeast, interviewing him, and discussing the creator economy. Now, they are allowed to come on set to cover the production of the show. Seeing the team that we’ve seen for years and the people they bring on is such a great lesson. I was watching all of this and just seeing what lessons can be learned and applied to my context.

Make the best content you can

Throughout the episode, Donaldson and his team are seen doing what they can to create the best content possible. They are working the backend to already weave the story they feel will play the best. They discuss what it will take to capture such an event in the best way possible. With 1000 contestants, that means having 1000 cameras to capture what the contestants do. They are set to give away $5,000,000 and, when they have the money piled in the center of the studio, Jimmy notices that they have fake money crumpled on the real money. This is done for prop decor but Donaldson feels like they need real money because he doesn’t want people online finding out about they have fake money and then think that all of this is fake. They want to do everything for real.

Assemble the best team for the job

As you tour the facility with Colin and Samir, you notice that this no longer feels like a YouTube channel. With 1000 cameras comes the need for an entire video team managing the broadcast and capture of those cameras. They also have 43 Arri Alexa Cinema cameras with videographers, a drone pilot, production team, costume team that works on costume adjustments right there on site, a hospitality team, a story capture team that watches and listens to all 1000 contestants in order to make annotations for the post-production team. All of this is so crazy to see Jimmy and his team reach. It also shows how it’s okay to bring in the right people for the job and it doesn’t mean anything bad on your part. In fact, it shows how you are a capable leader empowering people to pull off such feats.

Controversy shouldn’t stop who you are

Donaldson is in the midst of controversy at this time having to do with workplace conduct and practices and more. This article is not for discussing all of that but there are moments in which they address it in the video. They show Jimmy at his natural state: always focused on the content. He spends time visiting with all 1000 contestants. They make sure accommodations are in place for all the meals and where they stay. Jimmy addresses the allegations to the contestants as they wonder what they’re getting into. Even in the midst of controversy, they keep pressing on knowing who they are and what they want to accomplish.

Closing thoughts

The team at MrBeast has done something incredible. This is a great moment in creator/Youtube history where a creator crosses into traditional media to show that these “small time YouTubers” are capable creators. I recommend watching The Beast Games on Amazon Prime with a new episode coming every Thursday!

Add to Watch Later:

• The Full Story of MrBeast

• A Brutally Honest Conversation with MrBeast

• MrBeast on Beast Games

Psst. I made a Playlist on YouTube for the videos I’ve mentioned here so that you can always refer back to it!

Reading List

Atomic Habits by James Clear

Still need to work on the review of this book for this newsletter but it really was a great book! This is a staple when it comes to productivity and mindset literature. Pick it up through the link below!

13 Things Mentally Strong People Don’t Do by Amy Morin

With her experience as a clinical social worker, college psychology instructor, and psychotherapist, Morin shares the principles or mindsets that she has found mentally strong people to possess. Reading through this now and I can’t recommend this book enough for building up mindset habits. Morin presents each principle is a very organized and logical manner, easy for anyone to read and start to adapt into their life.

We Who Wrestle With God by Jordan B Peterson

I’m still working through section 2 but there’s some great foundation setup that Peterson outlines. Honestly, there’s a part of me that wonders if there’s an even better way to cover what I’m learning in this book. Problem is that my readings have been a little more sporadic over the holidays. Oh well. I still recommend getting this book because of the incredible insight and philosophical study of our theology.

The Growth Log Library

I’ve compiled a list of the books that I mention in case you want to pick any of it up. Full disclosure, these are affiliate links. Doesn’t cost anything extra on your end, I just get a kickback if you use my link to make a purchase.