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YouTube popularity is usually measured in hours, days, weeks, or even months if everything goes perfectly. It rarely stretches much further—into anything defined by years. This makes the continued nine-year run of comedians Rhett and Link, whose daily program, Good Mythical Morning, has 17.1 million members, even more astonishing.
“It was all so unknown when we first started,” Rhett, 43, adds. “All we could think about was, ‘How can we keep doing this and provide for our families?'”
“If you had told us 15 years ago about our current condition, I would have been ecstatic and incredibly relieved,” Link, 43, adds. “It’s been terrifying. Would we have preferred additional assistance? Absolutely. Wouldn’t it have been nice to have someone to look up to? Definitely.”
Rhett (a.k.a. Rhett James McLaughlin) and Link (a.k.a. Charles Lincoln Neal III) have already established themselves as YouTube’s grand old men and two of the platform’s most consistently lucrative stars, regularly appearing on Forbes’ list of the top-earning YouTubers. (They’ve made the list every year since we started it in 2015, most recently at No. 4 with $20 million last year.) Also, you must try to play this Are You Rhett Or Link quiz.
Are You Rhett Or Link?
They’ve shown a growing inclination to think broader than their variety program in recent years, and in 2019, they put their toes into what remains an essentially unknown area for YouTubers: M&A. Their parent company, Mythical Entertainment, committed $10 million to acquire SMOSH, a sketch comedy, improv, and gaming YouTube channel with 25.1 million subscribers today.
For their next act, they’d like to be investors as well, and they’ve set aside $5 million to launch their grandly called Mythical Accelerator fund, which will use the funds to acquire ownership positions in the enterprises of other social media stars. “We’ve always been interested in developing outside of ourselves, big enterprises, preferably something that looks like a studio with other folks who’ve succeeded in building fandom on the internet,” Brian Flanagan adds. He is the chief operating officer of Mythical Entertainment, a position he formerly held at Demarest Media, which produced films such as the Oscar-nominated Hacksaw Ridge in 2016. “We believe we can invest and then provide them with a lot of experience, advise, and growth guidance,” he says. “They’ve built up a sizable fan base that is loyal, active, and increasing.”
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With Flanagan’s assistance, Rhett and Link hope to be similar to the venture capitalists who have been hurriedly dumping money into the influencer industry—the “creator economy,” if you will—for the better part of a year, a group that already includes names like Andreessen Horowitz and Seven Seven Six, the new VC fund from Reddit co-founder Alexis Ohanian. The renewed focus on the field is a significant shift from a few years ago when Instagram and Facebook looked to dominate social media and influencers were viewed as Hollywood’s insignificant cousins.
Rhett and Link have already made their first investment: in up-and-coming YouTuber Jarvis Johnson, taking a minority position in the firm he formed to serve as a catch-all for his many revenue streams. The deal’s other terms were not disclosed.
Johnson, 29, is an example of the type of celebrities Rhett and Link would invest in. Johnson, like Rhett and Link, is first and foremost an advertiser’s dream. (This is significant because almost every social media star still earns the majority of their money from advertisements on their videos or other forms of corporate sponsorship.) “I do comedic videos,” he explains. “I’m hoping they’re funny videos.” He’s hilarious enough to have 1.6 million subscribers who watch his comments on internet culture and other YouTubers, which he describes as a dialogue about “what other people are doing and what other people are talking about.” Johnson’s most popular video, which has almost 10 million views, criticizes the YouTube channel “Five Minute Crafts,” which he characterizes as peddling “ridiculous clickbait.”
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