As a high school student, Daniel Thrasher imagined himself gaining fame on YouTube as a funny guy: comedy sketches, jokes, works. For a long time, he bombed.
Towards the beginning of the university, however, he got a surprise. A video released years earlier in which he combines humor and music — he’s laughing at the theme of The Office — suddenly went viral. (Thrasher suspects that a replacement in the site’s set of council rules has partly increased his fortunes. )Since then, it has garnered 21 million views and remains its third most popular music video. “says Thrasher, 29. ” I reached my rhythm after that. “
Many other people have noticed it since then. His eponymous YouTube channel has amassed 3 million subscribers and caught the attention of the investment arm owned by two of YouTube’s biggest stars. Those would be Rhett and Link, co-hosts of the long-running Good Mythical Morning exhibition (and on our list of the best paid Youtubers). Last year, they introduced a fund, The Mythical Creator Accelerator, injecting $5 million to invest in the businesses of other YouTubers. They are part of a small but developing organization of corporations eager to get cash in their hands. of those social media stars. Rhett and Link are two of the most famous. Two of the biggest, Spotter and JellySmack, said they would invest nearly a billion dollars combined in YouTube channels and royalty rights from previous catalog.
Mythical’s first investment was in the chain run by Jarvis Johnson, 26, which they made last year. Thrasher’s chain got a prominent place. ” When we look for creators for this program, we look for creators who, above all, have established intelligent content. “/market match,” says Neel Yalamarthy, who oversees the fund. We’re looking for creators who have leveraged artistic concepts that resonate with fandom and have the ability to evolve. “
Thrasher needs to pass. ” In fact, I’ve admired other people who can take Tarzan from anything on the web to something really extensive and more diverse. “Their material works well on TikTok (2. 2 million followers) once a concept is reduced to a one-minute idea. “But, you know, I’m not on Facebook, I’m not on Snapchat, I’m almost not on Instagram,” he says, naming apps he thinks deserves to be taken into account. expanding. ” And I don’t have any products. ” Selling branded products can also be very lucrative (usually about a third of a big star’s earnings), and Thrasher has some initial concepts for two clothing companies. You would like to market a separate one from your own, away from your online symbol and subscribers. If he succeeded, it would be a hedge opposite to his celebrity that would one day disappear as temporarily as it seemed to appear.