With an audience of half a billion, a substantial personal wealth, and a vast business empire, it would take a significant challenge to unseat Jimmy Donaldson, known as MrBeast.
Yet, a lengthy court filing may prove to be his most formidable obstacle to date.
Five female contestants from the upcoming Prime Video show, Beast Games, are initiating legal action against his production firm, MrB2024, as well as Amazon, in Los Angeles.
Promoted as the largest reality competition series ever, the show is set to feature 1,000 contestants competing for a $5 million (£3.7 million) prize when it launches, if it does launch at all. The lawsuit has thrown the show’s future into uncertainty.
Among many blacked-out sections, the legal papers assert that the contestants “specifically and collectively suffered” from an environment that “systemically nurtured a culture of misogyny and sexism.”
This directly challenges Mr. Beast’s reputation as one of the internet’s nicest personalities.
I scanned through the document and found claims suggesting that the participants were “underfed and overtired.” Reports indicate that meals were “infrequently and minimally” provided, potentially putting the contestants’ health at risk.
In a segment with most details concealed from public scrutiny, the document alleges that the defendants “created, allowed the existence of, and promoted a culture of sexual harassment, contributing to a hostile work environment.”
Back in August, the New York Times interviewed over a dozen participants from the soon-to-be-released show, revealing multiple instances of hospitalization on set. One participant recounted going more than 20 hours without food.
Contestants have also claimed they didn’t receive their medications in a timely manner.
The BBC has reached out to MrBeast and Amazon, but he has yet to make a public statement.
Will these new allegations tarnish MrBeast’s appeal?
Rising Fame and Philanthropy
This year, MrBeast has encountered various controversies but has managed to remain largely unaffected.
In July, the 26-year-old revealed he hired investigators after accusations arose against his former co-host Ava Kris Tyson for grooming a teenager.
Ava denied the allegations but acknowledged her “unacceptable” prior conduct.
MrBeast expressed his disgust over the “serious allegations.”
Subsequently, additional accusations regarding questionable business practices emerged from an anonymous YouTube source claiming to be a past employee. The BBC has not confirmed the validity of these claims or the identity of the individual.
Some of his charitable activities—like building wells in Africa and funding surgeries for people with limited vision and hearing—have attracted criticism for potential exploitation.
“Deaf individuals deserve more than MrBeast’s recent attempt at inspiration,” one critic expressed to the Independent last year.
Despite this, his influence continues to expand. Just a day prior to the lawsuit’s emergence, he announced a collaboration with fellow celebrities KSI and Logan Paul to launch a new food line aimed at competing with Lunchables.
As I noted in an article about his rapid ascent last year, he has amassed his wealth through dedication and hard work.
His videos are grand productions, with his most popular one—viewed 652 million times—portraying a real-life version of the Netflix sensation Squid Game, offering a $456,000 (£342,000) prize.
Most of his charitable contributions, which include distributing houses, cash, and vehicles, have bolstered his reputation as one of the internet’s good-hearted figures.
According to his website, he has provided over 25 million meals to those in need worldwide.
His social media presence continues to flourish. In June, he gained enough subscribers to make his YouTube channel the largest globally.
Statistics from Socialblade indicate MrBeast added five million subscribers in just the last 30 days.
This is merely one data point; it’s unclear how many people unsubscribed during that time.
What is evident is that the number of those who chose to stop watching his videos pales in comparison to new subscribers.
The YouTube Apology
MrBeast is not alone in weathering controversy successfully—many YouTubers have faced more severe public backlash without significant repercussions beyond a simple apology.
In 2018, Logan Paul encountered immense criticism after posting a video showing the body of someone who had seemingly taken their own life to his 15 million subscribers.
After removing the video, he issued a brief apology titled “So sorry.”
Today, he boasts 23 million subscribers, has created a highly successful sports drink, and up until August was the WWE United States champion with several pay-per-view boxing matches to his name.
Other notable YouTube personalities, such as PewDiePie, James Charles, and Jeffree Star, have dealt with their controversies and continued their careers after posting apologies.
A more contemporary instance is Herschel “Guy” Beahm, known online as Dr Disrespect, who admitted to messaging “a minor” in 2017.
He emphasized that “no illegal activities occurred, no images were exchanged, and no crimes were committed,” and took a two-month hiatus before returning.
His comeback stream earlier this month attracted over three million viewers, despite criticism from other prominent streamers.
This scenario illustrates that YouTubers often receive quick forgiveness.
What Lies Ahead for MrBeast?
Despite MrBeast’s continually expanding fanbase, fresh controversies abound—his next steps could shape his long-term success.
James Lunn, chief strategy officer at Savvy Marketing, believes the star occupies an “incredibly unique position” with a “multi-faceted” brand spanning various industries.
“We truly are in uncharted territory,” he asserts, recommending that a proactive approach to addressing these issues openly and ensuring accountability could safeguard his brand.
Brand expert Catherine Shuttleworth adds that the “vast scale” of MrBeast’s fame might shield him from backlash, but the recent lawsuit presents challenges.
“When it comes to his business ventures, especially those aimed towards families and children—like Feastables chocolate or Lunchly—this could be different,” she notes.
“Parents, who typically control spending, are generally less forgiving of controversies surrounding safety, fairness, and ethics.”
In August 2023, when discussing MrBeast, I anticipated his potential to ascend to the YouTube throne, even though he had only half as many subscribers then.
As he faces new hurdles amid rising fame, many on the internet eagerly await his response to what is currently just one side of a complex narrative.
