The biggest name in online content creation, Jimmy “MrBeast” Donaldson, is in damage control mode after a series of alleged scandals threatened to derail his algorithmically optimized YouTube brand. He recently promised employees a full investigation into the culture and recent complaints injuries and mistreatment in some of his most celebrated stunt films.
According to an internal memo first reported by APDonaldson announced earlier this week that there would be a “full review” of his business empire, which includes production for sophisticated YouTube videos as well as licensed food products including cookies and a burger chain. “As your leader, I take responsibility and am committed to continuing to refine and evolve my leadership style,” he wrote. “I also recognize that I must create a culture that makes all of our employees feel safe and able to do their best work.”
The review includes hiring a human resources director as well as investigating recent allegations of mistreatment of contestants on a fresh game show during filming. New York Times reported that those competing for a $5 million paycheck on his fresh Amazon Prime reality show were not given adequate food or medical attention following alleged incidents involving unsafe working conditions.
The memo also revealed that Donaldson had hired outside law firm Quinn Emanuel Urquhart & Sullivan to investigate the conduct of former colleague Ava Kris Tyson, who was accused in July of sending sexually inappropriate messages to a minor. Donaldson called the behavior “unacceptable” in a statement last month when the two mutually agreed to part ways.
The YouTuber also recently went through a crisis due to his past behavior after critics revealed clips about how he used homophobic slurs and made racist remarks during early video game livestreams when he was about 18. Another incident involved joking about sex with 14-year-old rapper Bhad Bhabie. “When Jimmy was a teenager, he was acting like a lot of kids and using inappropriate language in an attempt to be funny,” Donaldson’s spokesman said AP last month.
Before the recent controversy, the MrBeast YouTube channel was primarily known for its popular videos of mass charity events, such as digging a freshwater well for the people of Uganda and wild acrobatics like driving trains into giant pits. He is also known for Donaldson ruthless manipulation of the platform algorithmwhich involves obsessively watching iconic YouTube thumbnails in order to maximize views and engagement.
“People shouldn’t be like me” he said in a 2023 podcast.“I have no life, I have no personality.”
