All-In Summit: MrBeast on his journey, business model, and the future

00:00:00.000 | Let's bring him out.

00:00:01.400 | Jimmy Donaldson, Mr. Beast.

00:00:02.800 | [APPLAUSE]

00:00:06.280 | What's up, brother?

00:00:11.740 | How's it going?

00:00:13.240 | What's up, everybody?

00:00:14.240 | [MUSIC - "I'M GOING HOME"]

00:00:15.720 | Let your winners ride.

00:00:18.600 | Rain Man, David Sack--

00:00:19.840 | I'm going home.

00:00:22.800 | And it said--

00:00:23.520 | We open sourced it to the fans, and they've

00:00:25.440 | just gone crazy with it.

00:00:26.480 | Love you, Wesley.

00:00:27.280 | Ice Queen of Quinoa.

00:00:28.760 | I'm going all in.

00:00:30.240 | So--

00:00:34.720 | Look at the phone.

00:00:36.040 | Wow.

00:00:36.800 | Wow.

00:00:37.720 | Guys, no selfies.

00:00:38.840 | No selfies.

00:00:39.440 | I mean, everybody's sending it to their kids as we speak.

00:00:42.520 | Yeah.

00:00:43.600 | Do your fans have like a name, like Beasties or something?

00:00:47.160 | No.

00:00:48.160 | Beasties?

00:00:48.660 | Besties?

00:00:49.160 | Besties?

00:00:49.660 | Besties?

00:00:50.400 | That's Taylor Swift.

00:00:51.760 | Beasties is pretty good.

00:00:53.200 | So I think everybody, all of you guys know Jimmy.

00:00:55.480 | But let me just tell you the quick story.

00:00:58.080 | I hate when people describe me in front of me, but go for it.

00:01:00.640 | Jimmy started YouTubing when he was 13 years old.

00:01:06.720 | And this is an incredible example.

00:01:08.840 | I mean, Jimmy's basically an athlete.

00:01:10.400 | So if you take a guy who basically spends

00:01:12.480 | 10,000 hours at something, and there's a Steph Curry outcome,

00:01:16.440 | there's a LeBron James outcome, and there's a Jimmy Donaldson

00:01:18.960 | outcome.

00:01:19.460 | So what does this one look like?

00:01:21.120 | He starts posting videos online.

00:01:23.240 | He starts iterating, iterating, iterating at 16.

00:01:25.680 | I think he had like--

00:01:26.680 | I don't know, 2016 or so, he had like 30,000 followers,

00:01:29.320 | some nominal number.

00:01:31.600 | Kept tweaking, putting in the thousands and thousands

00:01:34.280 | of hours, stumbled into college for two weeks, stumbled out.

00:01:39.880 | And then fast forward now a decade since he started this,

00:01:44.000 | he's basically the most followed human on Earth

00:01:46.600 | after Messi and Cristiano Ronaldo.

00:01:49.600 | Although in terms of content creation,

00:01:53.280 | he's basically the top two or three most followed people

00:01:56.360 | on YouTube, Twitter, TikTok--

00:01:59.200 | sorry, not Twitter.

00:02:00.840 | X.

00:02:01.340 | X. Billions of views, event-based viewing.

00:02:06.320 | So when he launches videos noon Eastern time on Saturdays

00:02:11.320 | every two weeks, if you're not watching them,

00:02:14.520 | probably people you know, definitely your kids,

00:02:18.120 | their friends, it's just a spectacle.

00:02:21.920 | And so that's how you've become you.

00:02:24.200 | So let's start at the beginning.

00:02:27.600 | How did your mom react?

00:02:29.440 | Because Sue seems like--

00:02:33.720 | and she works for Jimmy.

00:02:35.080 | She's like a head of compliance.

00:02:37.800 | She just makes sure no one steals money.

00:02:39.440 | It's a nice fun role.

00:02:40.680 | So what happened when you showed up and you're like, hey, mom,

00:02:44.000 | I've been streaming secretly and I have these followers?

00:02:46.880 | Yeah.

00:02:47.680 | Well, you know what's interesting, actually,

00:02:49.520 | is you should encourage your kids to have hobbies

00:02:52.640 | and want to do these things.

00:02:54.680 | My mom thought it was crazy that I was talking

00:02:56.600 | to people on the internet.

00:02:57.680 | So I ended up just lying, like, oh, it was a joke.

00:03:00.200 | I just have a friend I'm talking to every night online

00:03:02.480 | or on Skype or whatever.

00:03:04.560 | And then once I hit 10,000 subscribers, I told her,

00:03:08.120 | yeah, I was a lie.

00:03:09.040 | I don't have any friends.

00:03:10.080 | I'm just making videos.

00:03:12.200 | And she just didn't understand it.

00:03:13.640 | She was just like, what does this mean?

00:03:16.040 | Yeah.

00:03:16.760 | Where did the idea for all these spectacles originate from?

00:03:21.320 | The first few that really broke through,

00:03:23.080 | how did you guys come up with them

00:03:24.000 | or how did you come up with them?

00:03:25.320 | Yeah.

00:03:26.080 | Well, the thing is, for people, if you

00:03:28.600 | want to get hypothetically 100 million views on a video,

00:03:31.120 | the easiest way is to do something cool no one's

00:03:33.040 | done before.

00:03:33.920 | And one of the first ones was I saw

00:03:36.360 | no one had ever counted 100,000 in a row.

00:03:39.000 | So I was like, I'll just count 100,000.

00:03:40.880 | I watched that video for about five minutes.

00:03:42.720 | Yeah.

00:03:43.220 | It's pretty great.

00:03:43.480 | It's more than normal.

00:03:44.400 | It's 40 hours long, but the retention's two minutes.

00:03:46.640 | Yeah.

00:03:47.720 | And you look like-- how old were you at that?

00:03:49.200 | You computed on that video by the way.

00:03:49.520 | 15 years old or something?

00:03:50.240 | I was like 18, yeah.

00:03:51.280 | It's hilarious.

00:03:52.360 | Yeah.

00:03:52.840 | So I just started because I didn't have money.

00:03:54.800 | So I just started with--

00:03:55.240 | How many views does that have?

00:03:56.520 | I think that one's like 30 million.

00:03:58.240 | Yeah.

00:03:58.760 | Just me counting.

00:04:00.040 | But it's funny because it's like, look at this idiot.

00:04:02.320 | He counted to 100,000.

00:04:03.240 | How much money has it made?

00:04:05.000 | That one?

00:04:05.480 | I don't know.

00:04:06.600 | Ballpark.

00:04:07.120 | What do you think?

00:04:07.840 | I mean, most videos probably have like $5 RPM, so $150,000.

00:04:11.400 | OK.

00:04:12.040 | Yeah.

00:04:12.540 | Great.

00:04:13.200 | OK, so you launched this thing and then it starts to go.

00:04:15.560 | And then how do you scale the ideas?

00:04:17.120 | Because it does become a bit of a hamster wheel.

00:04:19.120 | Like, how do I one-up myself?

00:04:20.920 | Do you always feel this pressure to have to one-up yourself

00:04:23.640 | from the last video, literally?

00:04:25.520 | Yeah.

00:04:26.920 | Well, essentially, obviously, I've just

00:04:28.720 | been doing this for 14 years.

00:04:29.960 | And also, you said 10,000 hours.

00:04:31.680 | I think people should change that saying to 10,000 days.

00:04:34.800 | And I'm almost at my halfway point to 10,000 days.

00:04:36.880 | I think that's how people should start looking at things.

00:04:38.840 | Because to be honest, 10,000 hours is pretty easy.

00:04:40.480 | What is that?

00:04:41.040 | 10 hours a day for three years?

00:04:43.200 | Just a random thing.

00:04:44.000 | But yeah, just-- I don't know.

00:04:48.040 | We would get 100,000 views on a video, take the money,

00:04:50.640 | do another video, get 150,000.

00:04:52.520 | And I've just reinvested the money for 14 years.

00:04:55.080 | And even to this day, whatever I make,

00:04:56.760 | I just spend it the next month on content.

00:04:58.520 | And the videos have just progressively

00:05:00.120 | gotten bigger and bigger.

00:05:01.440 | And it's gone from me counting to 100,000

00:05:03.480 | to seeing what happens if you put a Lamborghini

00:05:05.760 | on the world's largest shredder.

00:05:07.040 | Just random things.

00:05:09.000 | Well, you also seem to have some pretty good judgment, where

00:05:12.000 | maybe some of your contemporaries don't.

00:05:14.240 | We've seen that need to get the next view

00:05:17.480 | lead to people doing increasingly dangerous stunts,

00:05:20.920 | like taking a Model X over some hill.

00:05:24.160 | I think Dobrik did that.

00:05:25.160 | Some other person was swinging somebody on a crane.

00:05:28.440 | Maybe you could talk a little bit about restraint

00:05:30.760 | and understanding, like, hey, even though this

00:05:33.320 | is going to get a lot of views, and maybe some

00:05:35.480 | of your contemporaries--

00:05:36.160 | I won't give the specific names of people--

00:05:37.960 | but they've done some really idiotic things

00:05:39.840 | and gotten hurt.

00:05:41.600 | So how do you know when a conversation and some

00:05:45.280 | of these ideas maybe go over the line?

00:05:47.960 | Well, the obvious answer is common sense.

00:05:50.800 | Great, OK.

00:05:51.920 | Next question.

00:05:52.480 | No, no, no.

00:05:53.400 | The thing is, obviously, there's a lot of things

00:05:57.040 | people do that they know will get views because of outrage,

00:05:59.480 | and it's just easy to do.

00:06:00.680 | But if you're trying to build a long-term brand,

00:06:02.760 | you don't want to just constantly piss people off

00:06:04.560 | just to get attention.

00:06:05.520 | Eventually, it stops working.

00:06:06.760 | So the real answer is you just got to not go,

00:06:09.200 | what is the easiest way to get views?

00:06:11.080 | What do people actually want to watch

00:06:12.560 | that isn't just going to get views because they're

00:06:14.640 | just going to be watching it, essentially.

00:06:16.400 | Got it.

00:06:16.900 | You have a-- if you--

00:06:18.800 | in Greenville, North Carolina, you basically

00:06:20.800 | have your own college campus.

00:06:24.400 | It's like buildings, lots, studios,

00:06:27.440 | all these young people dynamically running around,

00:06:30.000 | doing all this stuff.

00:06:31.560 | When I saw it, I was like, this is a tech startup.

00:06:33.640 | It felt like Facebook circa 2006,

00:06:35.880 | except it's in Greenville.

00:06:37.080 | Why did you think you could pull this off there?

00:06:40.560 | Yeah, well, the thing is, as you scale up,

00:06:43.680 | you're not really--

00:06:44.680 | especially when you're in your young 20s,

00:06:46.120 | you're just doing whatever you got

00:06:47.280 | to do to keep up with growing and making the videos.

00:06:49.520 | So you just kind of blink, and 10 goes to 20 employees,

00:06:52.360 | to 50, to 100.

00:06:53.640 | How do you get people to go there?

00:06:55.200 | What is it that you're giving them

00:06:57.320 | where they would leave New York or LA

00:06:58.960 | and whatever their job is to try to do this with you?

00:07:01.280 | Yeah, that's the hard part.

00:07:02.440 | I'm still trying to figure it out.

00:07:04.000 | Most people-- it's a lot of convincing, to be honest.

00:07:08.480 | I would highly recommend you don't

00:07:10.160 | build a company in the middle of nowhere,

00:07:12.400 | woods in North Carolina City like ours.

00:07:15.880 | Most people don't want to live there.

00:07:18.120 | So usually, it's just people who--

00:07:20.640 | their job is kind of their life, and they're

00:07:22.440 | very passionate about what they do.

00:07:23.900 | So it's like, we provide you a cool job,

00:07:25.640 | where one day you're going to bury me alive,

00:07:27.480 | the next you're going to figure out how to send me

00:07:29.560 | to space or whatever.

00:07:31.000 | But the real answer is you just got

00:07:33.120 | to find people where work is their life,

00:07:34.800 | and so they don't care.

00:07:35.760 | But anyone who does, they hate it.

00:07:38.440 | Well, that's actually a feature in some ways, right?

00:07:40.640 | Yeah.

00:07:40.880 | Which is how Silicon Valley used to work, by the way.

00:07:43.320 | This is what I was going to say.

00:07:44.080 | How do you recruit for that?

00:07:45.320 | And what do you do when you find out

00:07:46.840 | that there are people that want work-life balance

00:07:50.080 | and don't want to do the level--

00:07:52.440 | aren't willing to commit the way you're willing to commit?

00:07:55.000 | I mean, like I said, that's the part

00:07:56.880 | I'm still trying to figure out, to be 100% honest.

00:07:59.400 | I think at some point, I just got

00:08:01.040 | to move out of the middle of nowhere in North Carolina.

00:08:03.280 | Don't recommend it, building a big company in a small city.

00:08:07.040 | How many employees do you have now?

00:08:08.560 | There are around 250.

00:08:09.960 | So you consider maybe moving it to Los Angeles or something

00:08:12.480 | to be closer to Hollywood?

00:08:13.120 | No, but just somewhere where it's

00:08:14.560 | like a decent-sized city would probably be more optimal.

00:08:17.960 | One that has an airport would be nice.

00:08:20.600 | Sure.

00:08:22.560 | One of the things you say a lot is

00:08:24.360 | I'm still trying to figure it out.

00:08:25.760 | I think that's the key to your success.

00:08:27.680 | Having spoken to you a bunch, I get the sense

00:08:30.280 | that you're on this kind of insatiable journey.

00:08:34.760 | I mean, you speak in a very grandiose way

00:08:36.560 | about what you're trying to do.

00:08:38.560 | There's no frigging limit.

00:08:40.120 | You see it in your videos, but you also

00:08:41.760 | see it in how you've iterated.

00:08:42.920 | I tell people there's no one else on Earth,

00:08:44.680 | no entrepreneur in history, where

00:08:46.160 | you can go track them longitudinally

00:08:47.720 | from the first thing they did all the way through to today.

00:08:50.480 | If you want to understand this entrepreneur,

00:08:51.880 | it's all in the open.

00:08:52.720 | Go check it out.

00:08:53.320 | And now you'll see the grind, and you'll

00:08:54.960 | see what it took to get here.

00:08:56.560 | And it doesn't stop.

00:08:57.480 | Every week, you've got some new record-breaking 24-hour video

00:09:00.120 | coming out, and it's fucking nuts.

00:09:02.280 | What's the mission?

00:09:03.720 | Where's it all going?

00:09:04.640 | And help just frame for the audience, for everyone,

00:09:07.040 | how do you think about where you're going?

00:09:08.840 | The beauty is there's-- well, YouTube,

00:09:12.120 | that's my main platform.

00:09:13.600 | Obviously, if you buy an Android phone, YouTube's pre-installed,

00:09:16.360 | and Alphabet owns it.

00:09:17.240 | So when you search things on Google,

00:09:19.040 | it takes you to YouTube a lot of times.

00:09:20.700 | So YouTube is just massive.

00:09:22.280 | I mean, billions of people use it on a monthly basis.

00:09:24.440 | And so being big on YouTube, we get 100 million views

00:09:28.200 | on a video in the first seven days, which

00:09:30.600 | up before the last couple of years,

00:09:32.240 | that's never been possible in history.

00:09:33.840 | So it's definitely a very interesting time

00:09:36.400 | where you can get just unfiltered access

00:09:40.080 | to basically unlimited people.

00:09:41.840 | And then we just--

00:09:44.080 | weirdly enough, it's not why I got into it,

00:09:45.920 | but it ended up just working out that way,

00:09:47.260 | that I spent 14 years of my life just studying

00:09:49.360 | how to make the most optimal videos, what type of content

00:09:51.800 | people want, and we just kind of mastered

00:09:53.840 | the art of going viral.

00:09:54.840 | And YouTube just so happens to be such a big platform.

00:09:57.100 | And so it's pretty nice, because now, like they've been saying,

00:10:00.520 | we're getting around a billion views a month.

00:10:02.360 | And yeah, we can just--

00:10:04.400 | Where do you want to take it?

00:10:05.760 | Well, recently, we started getting into selling--

00:10:08.640 | Long term, yeah.

00:10:09.440 | Yeah.

00:10:09.940 | Well, we started getting into selling some CPG products.

00:10:12.440 | So we started with chocolate.

00:10:13.960 | And it's nice, because the same people who I would take

00:10:16.800 | pictures with in Walmart, when they see our product there,

00:10:19.160 | they're like, oh, it's the guy from YouTube, and they'll buy it.

00:10:21.800 | And so just kind of--

00:10:23.560 | right now, just anything in retail

00:10:25.960 | is great, because you just put things on a shelf,

00:10:28.240 | and people buy it.

00:10:28.920 | And it's much easier than doing something complicated.

00:10:35.160 | I tell people, it's almost as if you think

00:10:37.000 | your job is to make people happy.

00:10:38.400 | Is that a good way to frame--

00:10:39.760 | Yeah, of course.

00:10:40.440 | --your job?

00:10:41.320 | Yeah.

00:10:42.600 | The other thing that I find just extraordinary

00:10:45.220 | about your business is you're essentially built Walmart

00:10:49.000 | without any of the cost structure.

00:10:50.400 | Any brand you decide to build will immediately

00:10:53.720 | have the first 10 million customers.

00:10:55.720 | Yeah, well, the beauty is we don't have--

00:10:57.400 | essentially, don't have to do marketing.

00:10:59.040 | Zero marketing costs, but also zero distribution costs.

00:11:02.040 | That can go one of two ways, with the Mr. Beast Burger--

00:11:05.000 | Yeah.

00:11:05.500 | --you learned a lot of lessons there.

00:11:07.080 | Maybe went too fast.

00:11:08.280 | You didn't expect it to be so popular,

00:11:09.920 | and you lost control of that.

00:11:11.520 | And then with the Feastables stuff, you nailed it.

00:11:15.760 | So maybe you could tell us the lessons from each of those

00:11:18.160 | projects.

00:11:20.000 | Well, yeah, the beauty of Feastables is--

00:11:24.760 | I mean, kind of like I said, you just put it on a shelf,

00:11:27.520 | and people go there and buy it.

00:11:28.880 | I don't know.

00:11:29.200 | I mean, you want to ask me something more specific?

00:11:31.240 | I don't know.

00:11:31.720 | No, but be honest.

00:11:32.200 | Mr. Beast Burger--

00:11:33.000 | Be honest about-- hold on.

00:11:34.520 | Be honest about the insane amount of product development

00:11:37.760 | work you personally do, and how deeply you

00:11:39.800 | care about making it work.

00:11:42.280 | I think that's what's missing for a lot of people.

00:11:44.560 | Well, no, and then my point was, Mr. Beast Burger,

00:11:46.640 | you kind of loaned your name to it,

00:11:49.080 | and it didn't have the same quality control.

00:11:51.280 | Yeah.

00:11:52.600 | That one I can't talk about, but--

00:11:54.120 | Oh, OK.

00:11:54.620 | No problem.

00:11:55.120 | I was wondering.

00:11:56.480 | No problem.

00:11:57.000 | Yeah, well--

00:11:57.520 | OK, let's just admit those last few questions were shitty.

00:11:59.920 | Let's reset.

00:12:00.440 | No, I think it's a great question.

00:12:01.440 | You just can't talk about it.

00:12:02.600 | Let's bring it back to the--

00:12:03.320 | We've got a lawsuit going on.

00:12:04.160 | All right, let's go back to the two smarter people here.

00:12:06.120 | OK.

00:12:06.620 | [LAUGHTER]

00:12:07.280 | David, you have a question?

00:12:08.360 | I want to ask about--

00:12:11.600 | I better get onto a new topic here real quick.

00:12:13.560 | [LAUGHTER]

00:12:15.080 | The thing I've been really blown away by

00:12:16.720 | is just how elaborate your productions are.

00:12:19.440 | I mean, some of these videos are incredibly

00:12:21.720 | elaborate in the production values and in the storytelling.

00:12:24.680 | The one that comes to mind for me

00:12:26.280 | is the Squid Game series, which, I mean,

00:12:29.880 | that looked monumental logistically to pull off,

00:12:33.680 | and in terms of set design and every other way.

00:12:37.120 | I mean, I guess tell us more about what goes into that.

00:12:39.720 | And what I'm kind of hearing from you with the 250 people

00:12:43.560 | you have working, you've built this whole town,

00:12:45.800 | it sounds like the old studio system,

00:12:48.240 | like back in Hollywood, like Warner Brothers back

00:12:50.760 | in the 1930s, where they had their own lots,

00:12:53.320 | their own actors, their own everything.

00:12:55.960 | And it was very different back then.

00:12:57.600 | Like we heard Gwyneth saying that most of her time

00:12:59.720 | in the process is like waiting around.

00:13:01.560 | It doesn't sound like that's what's going on with you.

00:13:03.800 | So you're back to kind of the original studio system.

00:13:06.160 | Yeah, exactly.

00:13:06.920 | I mean, like I said, the beauty is

00:13:09.120 | we don't have a studio that tells us

00:13:10.680 | what we can or can't do, or the distribution or anything.

00:13:13.640 | It's just we own it all.

00:13:15.680 | So we just make whatever videos we think will be viral.

00:13:17.960 | And obviously, we have the direct connection.

00:13:20.560 | And so the big thing is, like, obviously, YouTube,

00:13:23.800 | at the moment, you don't make that much from ad revenue.

00:13:26.120 | So to do these big multimillion dollar videos,

00:13:28.440 | it's just not really possible, which

00:13:29.600 | is why doing things like Feastables

00:13:31.160 | and other products that generate revenue on the back end

00:13:33.440 | is why we're able to do that and other people aren't.

00:13:35.720 | Because it's like, you know, even

00:13:38.560 | if you get 100 million views on a video, the RPM's $5.

00:13:41.280 | It's only $500,000.

00:13:42.200 | You know what I mean?

00:13:42.520 | So it's not that crazy, which is why

00:13:44.320 | people aren't able to do these big budget spectacles

00:13:47.120 | like we are, because most people don't even

00:13:49.960 | get anywhere near that kind of viewership.

00:13:51.720 | And so it's like the beauty is creating the model where

00:13:54.720 | we turn around and we use that to sell products,

00:13:56.760 | sell a couple hundred million of that a year,

00:13:58.360 | and then we use that to put it back into the content.

00:14:00.600 | Is there pressure to tone down, like, the consumerism

00:14:05.320 | or the giving away money?

00:14:07.000 | Like, do some--

00:14:07.760 | I'm sure there's a faction of people

00:14:09.260 | that either find that offensive or they

00:14:11.600 | think it's exploitative.

00:14:13.160 | How do you deal with that?

00:14:14.800 | No?

00:14:15.300 | No, not really, to be honest.

00:14:17.400 | Most people think it's cool, because it's

00:14:19.480 | kind of fun to watch someone receive $10,000

00:14:22.760 | or a Lamborghini or a house.

00:14:24.440 | Like, the last thing we did was I ordered pizza

00:14:26.480 | and I tipped the guy a house.

00:14:27.680 | And like--

00:14:28.180 | [LAUGHTER]

00:14:29.640 | I thought that was cool.

00:14:31.440 | Not bad.

00:14:32.680 | I actually ordered two pizzas, one from Domino's

00:14:34.800 | and one from Pizza Hut.

00:14:35.600 | And the guy who got there first got the house.

00:14:37.520 | I mean, there was--

00:14:38.320 | [LAUGHTER]

00:14:38.820 | So the Domino's guy got it.

00:14:40.560 | So I ordered Domino's.

00:14:41.640 | I think, like, no, but didn't you do something--

00:14:43.640 | it was curing blindness?

00:14:45.320 | Yes.

00:14:45.820 | Yeah, it would help the 1,000 blind people see.

00:14:46.840 | There was, like, 10 Karens who got upset,

00:14:48.040 | and people were like--

00:14:48.800 | But there were people, right?

00:14:49.800 | Like, 10 Karens got upset, and it was like, really?

00:14:51.960 | At the end of the day, as long as I

00:14:53.560 | think what I'm doing is good and helping people, like--

00:14:56.200 | obviously, at the scale of our views,

00:14:58.040 | that video got 200 million views.

00:14:59.480 | Of course, some subsection is going to be mad.

00:15:02.560 | It's just kind of, at that number,

00:15:05.320 | it's just inevitable that people will be unhappy.

00:15:07.120 | There's a piece of your business that actually many people

00:15:09.840 | probably don't know about outside the commercial part,

00:15:12.240 | which is Beats Philanthropy.

00:15:13.480 | Yeah.

00:15:13.680 | Do you want to tell people about the size of the food bank

00:15:15.600 | you've built and how that works?

00:15:17.640 | Sure.

00:15:18.520 | So I just-- I feel we're talking about it myself,

00:15:21.360 | but we essentially just started a charity

00:15:23.560 | and then made a YouTube channel where, you know,

00:15:25.880 | whatever we do with the money from the charity, we film it.

00:15:28.400 | So then it generates revenue on the back end.

00:15:30.280 | And obviously, those videos go on

00:15:32.000 | to raise a lot of money for donations.

00:15:33.600 | And so it's just kind of a cycle where we upload a video a week,

00:15:36.440 | and we were able to build a couple of food banks

00:15:38.480 | and feed a couple hundred thousand people,

00:15:40.240 | that kind of stuff.

00:15:41.040 | [APPLAUSE]

00:15:48.000 | Do you want to talk about the business model in the future?

00:15:52.520 | So you have basically this YouTube business.

00:15:54.960 | Yeah.

00:15:55.440 | And that goal is essentially just maximize growth.

00:15:59.680 | Yeah, just make content people want

00:16:01.320 | and get as many views as possible.

00:16:02.640 | And as J. Cal said, build distribution and direct it

00:16:04.640 | at these old legacy companies.

00:16:05.920 | Are there things-- but you said you

00:16:07.600 | wanted to do things that were just like--

00:16:09.560 | it seemed less offline, right?

00:16:11.200 | So I'm sure you looked at online things.

00:16:14.080 | Yeah.

00:16:15.200 | I mean, right now, it's just like--

00:16:16.880 | the reason we started with chocolate is, obviously,

00:16:19.600 | in the last 50 years, there hasn't

00:16:21.160 | been any major chocolate company that has spawned up.

00:16:24.160 | Like Hershey's, Limp, Mars, Farrar,

00:16:25.880 | they're all like 100 years old.

00:16:27.240 | And so it's kind of just a sleepy space

00:16:28.960 | where they don't really innovate,

00:16:30.280 | and it's kind of boring, and no one really cares.

00:16:32.560 | And so obviously, eventually, we'll

00:16:34.700 | do online because it's much easier

00:16:36.080 | to get people to download an app to buy a physical product.

00:16:38.540 | But it's just kind of perfect because the shelf space never

00:16:41.040 | changed, and people want something new.

00:16:42.760 | And so it was easy to take over.

00:16:47.160 | How big is that business for you, can you say?

00:16:51.160 | This is our second year.

00:16:52.320 | We'll do a couple hundred million.

00:16:53.920 | Wow.

00:16:54.840 | OK, wait.

00:16:55.340 | So we just guessed about the math here.

00:16:57.760 | You said a billion views a month at $5 CPM.

00:17:02.400 | So it's $5 million a month for the video,

00:17:04.320 | so $60 million a year.

00:17:05.840 | And the chocolate bars will do $200?

00:17:08.360 | I mean, we're not really public about it,

00:17:10.160 | but it'll do a lot of revenue.

00:17:11.440 | We'll figure it out.

00:17:14.400 | They'll do something, more than a penny.

00:17:16.680 | What do you think about the success of Prime?

00:17:19.080 | How do you look at that?

00:17:20.240 | Yeah, they're killing it.

00:17:21.760 | Yeah, that's a great case study.

00:17:23.440 | It's just--

00:17:23.960 | Because I heard you can build--

00:17:25.280 | You never--

00:17:25.760 | I heard you can build a million revenue, right?

00:17:28.440 | Well, I don't know about that, or at least I

00:17:30.560 | can't say publicly.

00:17:31.360 | But I can say you never would have thought

00:17:34.520 | tens of millions of kids, or at least millions of kids,

00:17:36.800 | would be so enthusiastic about a sports stream.

00:17:39.600 | It's crazy the kind of demand they've

00:17:41.360 | created, like kids literally collect Prime bottles,

00:17:44.240 | and then TikToks go viral showing off

00:17:46.080 | their collection of drink bottles that are like $3.

00:17:48.880 | Raise your hand if you've got kids that do that.

00:17:51.000 | Yeah, it's wild.

00:17:52.160 | I mean, so Prime was great because obviously it's

00:17:55.560 | a beverage, and the more shelf space you get,

00:17:57.480 | just naturally more sales.

00:17:58.560 | But it was more a lifestyle brand

00:18:01.080 | they created where just kids felt cool drinking it,

00:18:04.160 | and to the point where they would buy a 12 pack for like

00:18:06.520 | $15, and then sell them for like $6 a bottle at their school,

00:18:09.880 | which is like something that happens in almost every school

00:18:12.080 | in America.

00:18:12.520 | It's crazy, still to this day after like a year and a half.

00:18:15.480 | One of the things that I think if you taste Prime

00:18:17.720 | that it has is a ton of sucralose, right?

00:18:19.880 | So it tastes super like bam, big mouth feel.

00:18:24.840 | Where's your thinking on like the line between nutrition

00:18:29.040 | versus just tastes good for the products you have

00:18:31.200 | and the products you want to build,

00:18:32.760 | and where do you want to take that?

00:18:34.160 | Oh, great.

00:18:34.480 | I think that's very important.

00:18:35.640 | That's why our chocolate, we only use four ingredients,

00:18:37.960 | whereas Hershey's uses nine.

00:18:39.240 | Because obviously, since we have this much influence,

00:18:41.720 | we don't want to just make people--

00:18:44.160 | whatever we sell needs to be better than what's

00:18:46.080 | currently on the shelf, or then it's just a net negative.

00:18:48.120 | You know what I mean?

00:18:48.640 | Better for you, higher quality ingredients, et cetera.

00:18:50.880 | So yeah, I mean, in a nutshell, that's kind of how I view it.

00:18:54.480 | And so what are these other areas

00:18:55.880 | and that just make maybe obvious sense

00:18:58.240 | if you could snap your fingers and just--

00:19:00.640 | Yeah, well, I think the simplest thing--

00:19:02.640 | the more I've studied chocolate and see it,

00:19:05.360 | like we started with--

00:19:06.960 | funny enough, we started selling dark chocolate,

00:19:09.000 | which 65% of kids in America don't even like.

00:19:11.080 | So that was kind of dumb, but I didn't know any better.

00:19:13.960 | So I mean, the simplest thing is do milk chocolate, which

00:19:16.640 | is what we're getting into, and then just going down

00:19:20.280 | and maximizing chocolate, like doing Reese's Cups

00:19:22.800 | and that kind of stuff.

00:19:24.560 | So past chocolate, I haven't really thought about it,

00:19:27.100 | because that's basically all I'm thinking about for next year.

00:19:30.000 | Do you think the candy business can be a billion dollar revenue

00:19:33.080 | business?

00:19:33.720 | Oh, yeah, of course.

00:19:34.560 | I mean, look at Hershey's.

00:19:35.920 | What are they doing?

00:19:36.760 | $12 billion a year, Mars, tens of billions.

00:19:38.840 | I mean, in America alone, I think

00:19:41.240 | people spend $25 billion a year on chocolate.

00:19:43.640 | And there's no one in those companies

00:19:45.240 | building a Mr. Beast competitor.

00:19:46.800 | I mean--

00:19:47.300 | From a brand perspective.

00:19:48.080 | There's no one in those companies

00:19:49.000 | that build the companies.

00:19:49.720 | They're like 100 years old.

00:19:50.880 | Yeah.

00:19:51.880 | They're all dead.

00:19:53.280 | But yeah.

00:19:55.040 | How do you-- you must have a ton of inbound

00:19:58.000 | to do things outside of the Mr. Beast realm, Hollywood, et

00:20:02.160 | cetera.

00:20:02.920 | How do you sort through all the inbound opportunities

00:20:06.200 | and then organize?

00:20:07.520 | Because you could, I would suspect,

00:20:08.920 | be drowning in opportunity at this point

00:20:10.720 | with this level of notoriety.

00:20:11.960 | Yeah.

00:20:12.460 | That's why we are where we are is because we just

00:20:15.120 | laser focus on one thing for essentially my entire life.

00:20:18.080 | And so it's pretty easy.

00:20:19.520 | I just say no.

00:20:20.920 | Everything.

00:20:21.640 | And then, yeah, because it's like, obviously,

00:20:26.680 | to make the videos of the caliber we need,

00:20:29.400 | it's just like that's been my obsession for the last 14

00:20:31.720 | years, almost every waking hour of the day,

00:20:33.520 | just obsessing over every little thing.

00:20:37.120 | Even simple things like when you click on a video,

00:20:39.640 | the brightness in the video matters.

00:20:41.120 | Like if it's a little too dark, people

00:20:42.720 | are more apt to click off and not watch it

00:20:44.520 | because not everyone has their phone screen brightness turned

00:20:46.920 | up.

00:20:46.920 | You did something with your mouth being open or closed

00:20:49.320 | in the thumbnail and it changed click-throughs.

00:20:51.320 | That was a new A/B test.

00:20:52.360 | Well, the problem is whatever I do, a bunch of other people do.

00:20:55.360 | And I started opening my mouth in my thumbnails.

00:20:57.480 | And it's kind of annoying.

00:20:58.600 | And then a bunch of other creators did it.

00:21:00.480 | And I was like, OK, we're not doing this anymore.

00:21:02.600 | So I switched them back.

00:21:03.640 | So everyone else will switch them back.

00:21:04.880 | What's the budget on each video now?

00:21:06.640 | So every two weeks, how much money goes into that video?

00:21:09.840 | I think right now it's around $2.5 million per video.

00:21:12.040 | Oh, OK.

00:21:12.560 | Yeah.

00:21:13.200 | That's like making an independent film

00:21:14.440 | every two weeks.

00:21:15.160 | Yeah.

00:21:15.660 | I mean, I don't think it's that crazy, though,

00:21:17.520 | because they're getting like 100 million views in seven days.

00:21:20.280 | So if any other medium outside of social media

00:21:23.580 | that got that kind of viewership,

00:21:24.920 | their budget would be like 50x.

00:21:26.160 | You know what I mean?

00:21:26.520 | Absolutely.

00:21:27.040 | Yeah.

00:21:27.560 | Do you think that you're building a library?

00:21:29.400 | Do you expect that the video that you created,

00:21:32.600 | the Olympic games thing you did a few weeks ago, in five years,

00:21:35.680 | that that'll still be--

00:21:37.440 | that'll have some value 15 years from now?

00:21:40.040 | Well, 15, I don't know.

00:21:41.080 | But five, yes.

00:21:41.800 | Usually, whenever we upload a piece of content,

00:21:43.760 | we'll get a couple million views a month for--

00:21:46.000 | as of right now, forever.

00:21:47.320 | But obviously, eventually, it'll probably die off.

00:21:49.400 | But they're usually pretty evergreen.

00:21:50.960 | Because right now, because we have the model where

00:21:53.720 | we're making money outside of YouTube so I can spend more,

00:21:55.600 | it's like you have this video that's $2.5 million budget,

00:21:58.400 | or another video that's $2,500 budget.

00:22:00.880 | And so right now, usually people end up

00:22:02.880 | just clicking on the cooler stuff.

00:22:04.480 | And then how do you think about just the axis of going

00:22:07.920 | outside the United States?

00:22:09.000 | So different languages, different countries,

00:22:10.840 | how do you deal with that?

00:22:12.560 | That's the best part.

00:22:13.400 | So as you know, we hired voice actors

00:22:16.120 | to dub our videos in every language.

00:22:17.720 | And I assume a lot of you guys here are content creators.

00:22:20.880 | And the crazy part is only 10% of the world speaks English.

00:22:23.920 | So if your content's only in English,

00:22:25.720 | it's pretty hard to obviously reach most of the world,

00:22:28.760 | even subtitles.

00:22:29.520 | Most people don't prefer it.

00:22:31.200 | So if you dub your videos, hire voice actors or whatever,

00:22:34.920 | your viewership will skyrocket.

00:22:36.320 | And so right now, over half the people that watch my videos

00:22:38.720 | don't even speak English, which is pretty crazy.

00:22:41.800 | Tell me about the relationship with YouTube

00:22:44.120 | and how that's evolved over the years.

00:22:45.760 | Because I don't know they anticipated

00:22:48.320 | that the footprint of the top creators on YouTube

00:22:52.280 | would get so large.

00:22:54.120 | Are they deeply involved in communicating with you?

00:22:57.280 | Or are they just like, hey, we're a platform.

00:22:59.200 | Post a video if you like it.

00:23:00.480 | It's that.

00:23:01.760 | That's extraordinary to me.

00:23:03.600 | I mean, I kind of like it because then no one

00:23:05.520 | can say there's favoritism or they're helping us in any way.

00:23:08.560 | But agreed, even when I was coming up,

00:23:10.840 | people were getting 10 million views a video.

00:23:12.680 | And that was mind-blowing.

00:23:14.480 | And their lifecycle would be like a year, and they'd fall off.

00:23:17.080 | So it's kind of crazy.

00:23:18.320 | I don't really know how we ended up getting this big.

00:23:20.480 | Was there ever a thought to tell them,

00:23:22.040 | I need to make a higher minimum per RPM,

00:23:25.200 | and I'd like to cut a deal with you to hit these numbers

00:23:28.320 | and be treated differently?

00:23:29.440 | They'd be like, well, then everyone's going to want that.

00:23:31.760 | Because if they do it with me, then they

00:23:33.280 | would open the floodgates.

00:23:34.360 | They would just tell me, spend less money.

00:23:36.920 | Got it.

00:23:37.420 | Interesting.

00:23:37.920 | Because no one's forcing me to spend this much money.

00:23:40.120 | It's kind of the problem.

00:23:42.000 | Technically, most people don't spend hardly any money.

00:23:45.040 | But there was a moment in time where

00:23:46.640 | Microsoft started stealing away some YouTubers and folks

00:23:50.320 | for their Twitch competitor.

00:23:51.840 | Did you get those kind of offers?

00:23:53.400 | And then how did you evaluate them?

00:23:54.880 | Well, the problem is, like I said at the start,

00:23:57.200 | YouTube's where all the viewers are.

00:23:58.720 | So it's like, sure, you can get a little bit of money.

00:24:01.000 | But ultimately, the real game is if you

00:24:02.620 | can get a billion views a month for 10 years,

00:24:05.640 | whatever, the amount of brands we could build is insane.

00:24:09.320 | It is the great success of YouTube

00:24:11.120 | that they've hit this level of scale.

00:24:12.880 | Exactly.

00:24:13.400 | And the features and stuff on that,

00:24:14.960 | YouTube is the only platform right now

00:24:16.160 | where you can upload a video in different languages.

00:24:18.320 | So if someone clicks my video in Mexico, I'll speak Spanish.

00:24:21.440 | Whereas if you click it in America, I'll speak English.

00:24:22.720 | That feature is in beta right now.

00:24:24.800 | Yeah, well, they've rolled it out to other people.

00:24:26.880 | On TikTok, Facebook, no other platform can you do that.

00:24:29.080 | So YouTube's the only place right now where you can

00:24:30.840 | actually have a global audience.

00:24:32.200 | Do you provide the voiceover person,

00:24:33.960 | or is that done automatically?

00:24:35.560 | Because they're working on an automatic version, I was told.

00:24:38.800 | For the first or the next two years,

00:24:40.600 | it'll probably sound terrible.

00:24:41.480 | But of course, at some time in the near future,

00:24:43.920 | AI dubbing will--

00:24:45.360 | We get hit up about that all the time for the all-important

00:24:47.760 | things.

00:24:47.960 | Right now, I've trained a ton of different voice models.

00:24:50.320 | They all sound terrible.

00:24:51.480 | But it is obviously getting better very quickly.

00:24:53.680 | Have you published any to see what the viewership looks like?

00:24:56.240 | Yeah, AIME versus real voice actors?

00:24:58.680 | We have.

00:24:59.160 | And it's usually-- so if it's a one-minute video,

00:25:02.240 | and the retention with normal voice actors is 45 seconds,

00:25:04.680 | it'll be like 42.

00:25:05.400 | But it'll also be a lot of comments like,

00:25:07.080 | why does he sound slightly off?

00:25:08.360 | So the retention isn't as bad as you would think,

00:25:10.600 | but it's still like--

00:25:11.920 | You can tell the quality score's lower.

00:25:13.560 | Yeah, exactly.

00:25:15.440 | The thing is, when you're using dubs,

00:25:17.400 | you're already at a disadvantage.

00:25:18.520 | Because they can choose to watch someone

00:25:19.640 | in their native language or watch you

00:25:21.280 | with a guy speaking over your lips.

00:25:23.240 | And so if it's not as good as--

00:25:25.160 | you're already down here a little bit worse.

00:25:27.040 | And then if you use AI dubbing, it's even worse.

00:25:29.840 | I think video games are six times the revenue for movies

00:25:34.280 | today.

00:25:34.800 | Have you thought about video games?

00:25:36.800 | I've got to assume folks have approached you.

00:25:38.280 | And how do you think about the video game industry?

00:25:39.640 | Because you have a lot of audience overlap,

00:25:41.520 | I've got to imagine.

00:25:42.360 | Yeah.

00:25:43.520 | To be honest, I tried to build one.

00:25:45.040 | And then six months in, I was like, oh,

00:25:47.800 | these things take years.

00:25:48.800 | And then I was like, I'd rather sell chocolate.

00:25:50.800 | So yeah, that was kind of the extent of it.

00:25:53.240 | I mean, obviously, it's a no-brainer.

00:25:54.780 | Because it's much easier just to tell people to download it.

00:25:57.080 | Just click the link in the description and download it.

00:25:59.360 | But I've just found that--

00:26:00.720 | I don't know.

00:26:02.360 | I just keep going back to it.

00:26:03.760 | Making confectionery products is just so much more fun.

00:26:07.080 | And 100 million people are walking to Walmart every month.

00:26:10.640 | And if you don't have a product there,

00:26:12.360 | there's nothing for them to buy.

00:26:13.360 | And so I just want to maximize that,

00:26:15.120 | getting something in every retailer in America first.

00:26:18.000 | One of the things that you've done

00:26:19.920 | is you've mentored younger content creators coming up.

00:26:24.640 | Who are people that you look at that

00:26:26.260 | are creating things that you think are interesting,

00:26:28.420 | whether it's formats or--

00:26:29.860 | I'm curious.

00:26:30.340 | How many of you guys make content out there?

00:26:32.420 | Like, anything?

00:26:33.900 | OK.

00:26:34.660 | I mean, we do.

00:26:36.580 | A little bit.

00:26:37.220 | I guess so.

00:26:37.720 | Actually, do you have--

00:26:38.900 | I guess we're podcasters.

00:26:39.940 | --tips for us?

00:26:40.980 | I mean, our viewership on YouTube

00:26:43.700 | is embarrassingly small compared to--

00:26:45.180 | One of the things he did first was

00:26:46.540 | he ripped apart our thumbnails.

00:26:48.420 | Oh, yeah?

00:26:48.920 | He said our thumbnails were total shit.

00:26:50.540 | I mean, that's--

00:26:51.180 | Remember?

00:26:51.680 | And we gave that to Nick.

00:26:52.900 | Yeah.

00:26:53.140 | Was I joking?

00:26:53.780 | Or was I being serious?

00:26:54.420 | No, you were telling us.

00:26:55.160 | I think you guys, like--

00:26:56.360 | I mean, clearly, it's working.

00:26:57.580 | I think that no one cares about your guys' thumbnails.

00:27:00.220 | I think the big thing is the value you guys provide

00:27:02.380 | and that it's a--

00:27:03.700 | Should we not close our mouths now in thumbnails?

00:27:05.740 | Oh, you should.

00:27:06.380 | Are the mouths open?

00:27:07.060 | Yeah, the mouths are open.

00:27:07.900 | Oh, yeah.

00:27:08.380 | I would close them.

00:27:08.820 | I mean, there's something different about--

00:27:10.380 | James, another--

00:27:10.900 | --each week of--

00:27:11.940 | Especially for this age group, definitely close them.

00:27:14.260 | Well, no.

00:27:14.760 | I mean, there's--

00:27:15.460 | [LAUGHTER]

00:27:15.960 | No one wants to see a shock--

00:27:17.140 | There's something distinctly different about what you do.

00:27:20.380 | Every week, it's something new.

00:27:22.260 | It's something original.

00:27:23.700 | We're trying to have a conversation, McLaughlin group--

00:27:26.180 | Of course.

00:27:26.680 | --kind of format.

00:27:27.420 | So I think some of those tips don't work.

00:27:29.740 | But our audience on YouTube, I think,

00:27:32.420 | now will exceed what we're doing in podcasting, ultimately.

00:27:36.360 | Because it does seem that people like to watch us and put it

00:27:40.700 | on in the background.

00:27:41.700 | So we're seeing that.

00:27:42.580 | I think we have 380,000.

00:27:43.620 | You guys are doing great.

00:27:44.380 | To be honest, I remember when you first started it.

00:27:46.020 | And I was like, oh, this is an interesting combo.

00:27:48.060 | But it works.

00:27:48.740 | [LAUGHTER]

00:27:51.220 | And whenever something weird in the world happens,

00:27:53.460 | I'm like, oh, I'm going to go see what they think of it.

00:27:55.760 | It's cool.

00:27:56.580 | Where do you see this--

00:27:57.580 | We met Jimmy at poker, by the way.

00:27:59.540 | Do you think we could--

00:28:00.540 | No, where do you think this is going to be in 20 years?

00:28:02.860 | What, your podcast?

00:28:03.940 | You.

00:28:04.440 | [LAUGHTER]

00:28:06.180 | No, I mean, we have an idea where this is going.

00:28:08.220 | I don't know where this would be in 20 days, I'll tell you.

00:28:10.300 | Actually, to be honest, the only thing in front of us right now

00:28:13.020 | are The Daily from The New York Times,

00:28:16.500 | A Priest Reading the Bible, and Serial Killer Podcast.

00:28:19.380 | Serial Killer Podcast.

00:28:20.620 | I mean, it's really not much ahead of us.

00:28:22.380 | All our podcasts are in news.

00:28:24.740 | All podcasting, those are the three ahead of us.

00:28:26.780 | Yeah.

00:28:27.280 | And just to build on J-Kal's question,

00:28:31.100 | do you feel pressure to elongate the content?

00:28:34.660 | Or you feel like you've optimized now the amount of time

00:28:37.300 | where you maximize viewership?

00:28:38.900 | Well, yeah.

00:28:39.660 | I mean, that's actually something we've

00:28:40.780 | been focused on a lot recently.

00:28:42.080 | I think the problem is people are like, we waited two weeks,

00:28:44.780 | and it was just 15 minutes of content.

00:28:46.380 | And they actually get annoyed when it's too short.

00:28:48.580 | So we're working on elongating it,

00:28:50.220 | but not because of algorithms or anything.

00:28:52.220 | It's just like people just actually

00:28:54.020 | don't like waiting two weeks for just 15 minutes of content.

00:28:56.660 | They want more or more frequent videos.

00:28:59.220 | And the problem is the spectacles are so big,

00:29:01.500 | it's much easier just to make it longer than do a whole new one

00:29:04.420 | to upload more.

00:29:05.580 | So yeah, they're naturally getting longer and longer

00:29:07.860 | right now.

00:29:08.360 | I wonder if you did a behind the scenes on the off week

00:29:11.460 | and just had another group.

00:29:12.660 | Because I was watching the one you did where

00:29:14.460 | you were all on a raft.

00:29:17.420 | Yeah.

00:29:17.940 | And you decided to torture your team.

00:29:19.460 | We spent seven days on a raft in the ocean.

00:29:21.540 | I mean, it was torture.

00:29:22.460 | I mean, it was painful to watch.

00:29:23.800 | But a behind the scenes of that done

00:29:25.340 | by another group of video editors on the off week,

00:29:27.740 | I bet you would do as many views.

00:29:29.180 | Yeah.

00:29:29.700 | The thing is, though, the mystery is part of what's cool.

00:29:32.180 | How does this random YouTuber give a million dollars

00:29:34.420 | away to someone on the street or things like that?

00:29:36.460 | So part of it is them not knowing how it's even possible

00:29:39.860 | is why it's so interesting.

00:29:41.460 | And they click on it, if that makes sense.

00:29:43.660 | Can you talk a little bit about the point of view

00:29:47.220 | where folks say content creators on YouTube have an audience.

00:29:50.700 | And that audience ages out.

00:29:51.900 | And then they lose that audience.

00:29:53.060 | And how you've continued to be able to grow your audience.

00:29:55.780 | Yeah.

00:29:55.940 | Well, everything is--

00:29:56.300 | Even though some of the folks you started with

00:29:57.060 | have gotten older.

00:29:57.780 | Yeah.

00:29:58.540 | The problem is there's no one size fits all advice.

00:30:04.420 | And so obviously, if we're talking to someone who

00:30:06.900 | unboxes toys, their audience is going to grow.

00:30:09.860 | And there's nothing they can do about it.

00:30:11.860 | But for us, ideally, one day you guys

00:30:15.500 | aren't going to be like, oh, my kid loves you.

00:30:17.420 | You'll be like, I also like your content.

00:30:19.660 | But we try to make content that no matter what age you are,

00:30:23.020 | you'll enjoy it.

00:30:23.700 | So usually they don't--

00:30:24.660 | Who here personally watches Beast?

00:30:26.660 | Yeah.

00:30:27.220 | Oh.

00:30:27.700 | More than I would have thought.

00:30:28.420 | Oh, yeah.

00:30:28.660 | Us too.

00:30:29.180 | Appreciate it.

00:30:29.780 | All right, everybody.

00:30:31.180 | Jimmy Donaldson.

00:30:31.860 | And the timer says 25 seconds.

00:30:33.700 | Oh, we went over.

00:30:34.420 | We went over.

00:30:35.220 | We gave you an extra.

00:30:36.060 | Over 25 seconds.

00:30:36.700 | Well, you can stay up here if you want.

00:30:38.060 | We're going to take questions from the audience.

00:30:39.980 | I'll take a question from the audience.

00:30:41.700 | I flew out here for this.

00:30:42.820 | Let's do some more.

00:30:43.700 | OK.

00:30:43.940 | I'm going to moderate the question.

00:30:45.360 | Raise your hand.

00:30:47.500 | How do you stay consistent with executing so frequently?

00:30:51.380 | I think that's the hardest thing for entrepreneurs.

00:30:53.460 | I'll repeat.

00:30:53.780 | I'm going to repeat.

00:30:54.340 | I can.

00:30:54.780 | I'll repeat it.

00:30:55.420 | So he asked, how do you stay so consistent with what?

00:30:58.540 | With your execution.

00:30:59.500 | [LAUGHTER]

00:31:00.500 | With your incredible execution.

00:31:01.980 | It's so hard.

00:31:02.980 | You have to spot on all the time.

00:31:04.660 | Yeah.

00:31:05.300 | He said, how do you be so consistent with execution,

00:31:07.860 | spot on all the time?

00:31:09.900 | So the thing is, you just have to obviously just train

00:31:12.620 | great people.

00:31:13.300 | Because if you're doing everything yourself,

00:31:15.100 | eventually you're going to burn out, get different interests,

00:31:16.980 | blah, blah, blah.

00:31:17.700 | And so I actually-- my top people, I bought a house,

00:31:21.700 | and we all lived together for years.

00:31:23.620 | I just kind of trained them to think like me and see

00:31:26.100 | the world like me.

00:31:26.820 | And so my top probably 12 people, 95% of the time,

00:31:31.420 | if you ask them something and ask me in different rooms,

00:31:33.860 | we'll give the exact same answer.

00:31:35.220 | And the other 5% of the time will just

00:31:36.420 | be very slightly different.

00:31:37.580 | Have you thrown away a video because you

00:31:39.260 | were unsatisfied with it?

00:31:40.260 | Oh, of course.

00:31:40.780 | All the time.

00:31:41.500 | That happens all the time.

00:31:42.540 | Yeah.

00:31:42.780 | So out of 10 videos, how many would be--

00:31:44.180 | Well, the thing is, if you want to build viewership

00:31:46.940 | over time, if you want to go from 10 million to 20 million

00:31:48.980 | views a video to 30 million views a video,

00:31:50.460 | you just have to get it where every time they show up,

00:31:52.860 | they're happy.

00:31:53.580 | They feel like they got value out of it.

00:31:55.260 | It's like it was worth their time and investment.

00:31:57.340 | So yeah, if something's not good and they click on it,

00:32:00.740 | then they're less likely to click on future videos.

00:32:03.540 | To grow viewership like that, it has to be--

00:32:05.460 | Want to take a second one?

00:32:06.540 | Yeah, take one.

00:32:07.180 | Right here.

00:32:08.540 | When I hear you talk, you're amazing.

00:32:10.500 | You're very uptight.

00:32:11.460 | And you've obviously accomplished a lot.

00:32:13.460 | I'm just curious, how do you keep your--

00:32:16.460 | how do you keep your ego?

00:32:17.940 | So here's a talk you developed with a guy

00:32:20.460 | you can back it up to.

00:32:21.460 | And it's pretty great.

00:32:22.460 | And it's very casual.

00:32:23.460 | Thank you.

00:32:24.460 | And it's all building to our business.

00:32:25.940 | So how do you--

00:32:26.940 | Here, you repeat the question.

00:32:29.460 | I don't know how to repeat that one.

00:32:30.940 | Not as easy as it looks, huh?

00:32:32.140 | That's how he does it.

00:32:33.140 | He would like to know how you're a normal person

00:32:36.380 | and you stay so authentic given this incredible--

00:32:39.660 | Keep your humility.

00:32:40.460 | Yeah, how do you keep your humility?

00:32:41.460 | And stay humble, yeah.

00:32:42.060 | Well, I think the beauty of it is I usually

00:32:43.260 | spend 99% of my time in my studio.

00:32:44.940 | So I don't really--

00:32:45.940 | Like, the 100 million number on the video

00:32:47.940 | just looks like pixels on a screen.

00:32:49.940 | Like, I don't really experience it that much.

00:32:51.460 | So I think that's kind of the best part.

00:32:53.460 | How do you walk through an airport these days

00:32:55.460 | or walk, you know, through a city?

00:32:58.460 | It is pretty crazy, huh?

00:33:00.460 | I was really worried about getting you here.

00:33:01.460 | I kept asking them, how are we going to get him

00:33:03.460 | through LAX?

00:33:04.460 | I don't understand how this is going to happen.

00:33:05.460 | Well, that's--

00:33:06.460 | The thing is you throw a hood on and wear some glasses.

00:33:08.460 | And you're pretty good.

00:33:10.460 | And you just don't talk out loud or anything like that.

00:33:13.460 | So--

00:33:14.460 | Same thing.

00:33:15.460 | All right, everybody, give it up for Jimmy Donaldson.

00:33:17.460 | Thank you.

00:33:18.460 | [APPLAUSE]

00:33:19.460 | That was fun.

00:33:20.460 | That was awesome.

00:33:21.460 | [MUSIC - JIMMY DONALDSON, "I'M GOING ALL IN"]

00:33:22.460 | I'm going all in.

00:33:24.460 | Let your winter slide.

00:33:27.460 | Rain man David Sasson.

00:33:30.460 | I'm going all in.

00:33:31.460 | And it said--

00:33:32.460 | We open sourced it to the fans.

00:33:33.460 | And they've just gone crazy with it.

00:33:35.460 | Love you, Wesley.

00:33:36.460 | I'm the queen of Kinwan.

00:33:38.460 | I'm going all in.

00:33:40.460 | Let your winter slide.

00:33:43.460 | Rain man David Sasson.

00:33:44.460 | Besties are gone.

00:33:45.460 | [LAUGHTER]

00:33:46.460 | That's my dog taking a noise in your driveway.

00:33:49.460 | [LAUGHTER]

00:33:50.460 | Oh, man.

00:33:51.460 | Oh, man.

00:33:52.460 | My athetaster will meet me at place.

00:33:54.460 | We should all just get a room and just have one big huge orgy

00:33:57.460 | because they're all just useless.

00:33:58.460 | It's like this sexual tension that we just

00:34:00.460 | need to release somehow.

00:34:02.460 | Let the beat.

00:34:04.460 | Let your beat.

00:34:05.460 | Let your beat.

00:34:06.460 | Beat.

00:34:07.460 | That's going to be good.

00:34:08.460 | We need to get merch.

00:34:09.460 | Besties are back.

00:34:10.460 | I'm going all in.

00:34:11.460 | I'm going all in.

00:34:20.500 | you

All-In Summit: MrBeast on his journey, business model, and the future

Chapters