We explain the controversy surrounding the digital media star
When you’re at the top of the YouTube game, there’s nowhere to go but down – or so it seems for the platform’s reigning champion, Jimmy Donaldson, better known as MrBeast.
The 26-year-old creator has amassed an astounding 308 million subscribers, making him the biggest star on the world’s largest video-sharing platform. However, his meteoric rise has not been without its fair share of controversies, and in recent weeks, the scrutiny surrounding the MrBeast empire has reached a fever pitch.
Concerns Over Safety and Production Practices
One of the most significant controversies to hit MrBeast in recent weeks has been the reported issues surrounding the production of his upcoming Amazon Prime Video series, “Beast Games.” According to a New York Times report, over a dozen anonymous participants in the show’s preliminary production phase have come forward with concerns about the filming conditions, alleging that they didn’t receive adequate food, medical care, or attention to their safety.
The reports have led to speculation among Amazon entertainment insiders about the potential fallout, with some expressing concerns that the negative publicity could scare away advertisers and even lead to consequences for the executive overseeing the project. The “Beast Games” controversy has also raised questions about how such issues could arise, given Amazon’s extensive experience in the reality TV genre through its acquisition of MGM.
Beyond this, Donaldson has been accused of faking videos and rigging results, choosing to give hefty prizes to friends and family rather than real subscribers. He has also been accused of fraudulent activity, including having fake contestants in videos, using CGI dishonestly, and more.
Addressing the “Beast Games” backlash
In response to the reports, a spokesperson for MrBeast acknowledged the challenges faced during the preliminary production, citing “the CrowdStrike incident, extreme weather, and other unexpected logistical and communications issues” as contributing factors. The spokesperson also stated that the team has launched a formal review of the process and has taken steps to ensure that they learn from this experience, expressing excitement to welcome hundreds of participants to the “world’s largest game show in history.”
However, Amazon has remained silent on the matter. This silence from the e-commerce giant has only added to the speculation and uncertainty surrounding the future of the “Beast Games” project.
The Ava Tyson controversy, and allegations of inappropriate behaviour
Unrelated to the “Beast Games” production, MrBeast has also found himself embroiled in a controversy involving one of his former employees, Ava Tyson.
Tyson was recently accused of sending inappropriate messages to a minor. In response, MrBeast swiftly cut ties with Tyson and launched an independent investigation into the matter.
Adding to the growing list of challenges, MrBeast has also faced backlash over the resurfacing of old video clips that show him using racist and homophobic language. While the creator’s spokesperson has acknowledged these “bad jokes and other mistakes” from his younger years, the controversy has further tarnished his reputation and raised questions about his growth and evolution as a public figure.
Despite the mounting controversies, MrBeast’s brand appears to be weathering the storm. In the weeks since the Tyson incident, the creator has continued to grow his subscriber base, adding approximately 3 million new followers. Moreover, his major sponsors, including the video game Monster Hunter Now and tech giant Samsung, have not publicly addressed the recent backlash, suggesting a continued commitment to the MrBeast brand.
The challenges of accountability in the Creator Economy
The controversies surrounding MrBeast highlight the unique challenges faced by creators in the digital age. As Maddox, an assistant professor of digital media technology at the University of Alabama, points out, “the bigger you get, the less mechanisms for accountability there are because platforms don’t want to necessarily ban you or block you because you’re one of the biggest sources of attention to their platform.”
This lack of accountability, coupled with the vast influence and reach of creators like MrBeast, can make it difficult for audiences to hold them accountable for their actions, especially when the criticism is primarily confined to niche online communities.
As the creator economy continues to evolve, the issue of accountability for digital influencers like MrBeast will likely remain a topic of ongoing debate. While platforms and audiences grapple with the complexities of holding creators responsible for their actions, the MrBeast saga serves as a cautionary tale about the delicate balance between stardom and social responsibility in the digital age.
As MrBeast navigates the turbulent waters of his current controversies, the creator will face a critical juncture in his career. He must find a way to address the concerns raised by his critics while maintaining the loyalty and engagement of his vast audience. This will require a careful balancing act, one that could ultimately define the future trajectory of the MrBeast brand.
