MrBeast is called the nicest guy on the internet – now he’s facing a 54-page lawsuit

SEP 22 – Half a billion fans, a personal fortune of millions of dollars and a global business empire.

It would take a lot to dethrone YouTube’s biggest influencer, Jimmy Donaldson, aka MrBeast.

But a 54-page court document could prove to be his toughest test yet.

Five female contestants from the upcoming Prime Video show Beast Games are taking legal action against its production company MrB2024 and Amazon in Los Angeles.

Billed as the biggest reality competition ever, 1,000 contestants will compete for a $5 million (£3.7 million) prize when the show airs – or if it does. The lawsuit has plunged the show into crisis.

Among its many redacted pages, the legal document includes allegations that they “particularly and collectively suffered” in an environment that “systematically perpetuated a culture of misogyny and sexism.”

It strikes at the heart of MrBeast’s image as one of the nicest guys on the internet.

leafed through the document, which contains suggestions that participants were “malnourished and overtired.” Meals were provided “sporadically and sparingly,” which “jeopardized the health and well-being” of participants, it is claimed.

In a section that suppresses nearly all of the claims from public view, it states that the defendants “created, permitted and promoted a culture and pattern and practice of sexual harassment, including in the form of a hostile work environment.”

In August, the New York Times spoke to more than a dozen participants in the (as-yet unreleased) show and reported that there had been “multiple hospitalizations” on set, with one person telling the newspaper he had gone more than 20 hours without food.

Participants also claimed that they did not receive their medications on time.

The BBC has approached MrBeast and Amazon – he has not yet responded publicly.

Will these latest allegations damage the popularity of the king of YouTube?

Increasing fame and philanthropy

MrBeast is no stranger to controversy this year – and has managed to emerge unscathed each time.

In July, the 26-year-old American said he had hired investigators after his former co-host Ava Kris Tyson was accused of manipulating a teenager.

Ava denies the allegations but has apologized for her “past behavior,” which was “not acceptable.”

MrBeast said he was “disgusted” by the “serious allegations”.

Further allegations about business practices later surfaced on an anonymous YouTube channel claiming to be a former employee. The BBC has not been able to independently verify the claims or the identity of this person.

Some of his philanthropic efforts – such as building water wells in Africa and paying for surgeries for people with impaired vision and hearing – have been criticized for being exploitative.

“Deaf people like me deserve better than MrBeast’s latest inspirational porn,” one person told the Independent last year.

But his empire continues to grow. The day before the lawsuit was released Wednesday, he unveiled a team-up with fellow celebrity faces KSI and Logan Paul — a new food line designed to challenge Lunchables.

And as I wrote in an article last year about his meteoric rise, he earned his millions through hard work.

His videos are big-budget experiences, the most popular of which – viewed 652 million times – is a real-life re-creation of the Netflix hit Squid Game, which earned him a $456,000 (£342,000) prize.

Most of his philanthropy is less controversial, such as giving away houses, money and cars, which has earned him the image of one of the internet’s good guys.

According to his website, he has delivered more than 25 million meals to those in need around the world.

People continue to flock to his social channels, and in June he gained enough subscribers to make his YouTube channel the largest in the world.

According to statistics agency Socialblade, MrBeast has gained five million additional subscribers in the past 30 days alone.

That’s just one statistic: we can’t say, for example, how many people unsubscribed from his channel.

What is certain is that the number of people who have consciously chosen to stop watching his videos is greater than the number of people who have subscribed.

YouTube’s Apologies

He wouldn’t be the only YouTuber whose popularity has endured despite controversy. Others have weathered far more violent storms than MrBeast, and few have faced much consequence beyond a public apology.

Logan Paul faced massive criticism in 2018 after uploading a video to his 15 million subscribers showing the body of a suicide victim.

After deleting the original video, he apologized in less than two minutes with the simple caption: “I’m sorry.”

Now he has 23 million subscribers, owns an incredibly popular sports drink, and was the WWE United States champion until August. He’s also had his fair share of pay-per-view boxing matches.

Other famous YouTubers, including Pewdiepie, James Charles, and Jeffree Star, have also faced their own controversies and have moved on with their careers after uploading apology videos.

A more modern example is Herschel “Guy” Beahm, known online as Dr Disrespect, who admitted to sending messages to “a minor” in 2017.

He stressed that “nothing illegal happened, no photos were shared, no crimes were committed” and went offline two months after posting the statement.

His comeback livestream earlier this month drew more than three million views, despite criticism from other well-known streamers.

According to Streams Charts, Dr Disrespect is still the second most-watched streamer in the US this year.

The point is: YouTubers are generally forgiven quickly.

What’s next for MrBeast?

As MrBeast’s fan base continues to grow, controversy flares up again. His next move could determine his long-term success.

James Lunn, Chief Strategy Officer at Savvy Marketing, says the star is in an “incredibly unique position” with a “multifaceted” brand that spans multiple sectors.

“We are indeed in uncharted waters,” he says, and “a proactive approach, addressing the issues in a transparent manner and being accountable, could protect his brand.”

Brand expert Catherine Shuttleworth says the “sheer size” of MrBeast’s fame can act as a buffer against negative backlash, but the latest lawsuit could prove tricky.

“When it comes to his business ventures, particularly those aimed at families and children – like Feastables chocolate bars or Lunchly – it’s a different story,” she says.

“Parents, who often have the purchasing power, tend to be less tolerant of controversies over safety, fairness and ethics.”

When I wrote about MrBeast in August 2023, I predicted that he would soon take the YouTube crown, despite having half the number of subscribers at the time.

He now faces additional challenges as his fame grows and the internet anxiously awaits his answer to what has so far been only one side of a complex story.

By BBC