The launch of Lunchly and DanTDM’s subsequent critique shine a spotlight on the evolving nature of YouTube and the fine line between content creation and commerce
While creators have every right to explore new business opportunities, it’s important to consider how these ventures impact their relationship with their audience.
DanTDM’s willingness to speak out against what he sees as excessive commercialization is a reminder that not all creators are comfortable with this shift.
His critique invites a larger conversation about the role of YouTubers in today’s media landscape, where influence can be monetized in countless ways but authenticity remains key to long-term success.
As YouTube continues to evolve, the challenge for creators will be to find ways to grow their brands and businesses without alienating the fans who helped them get there in the first place.
Whether Lunchly succeeds or faces backlash, it’s clear that the conversation around influencer marketing and monetization is far from over.
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DanTDM Criticizes KSI, MrBeast, and Logan Paul
Popular YouTube personality DanTDM, widely recognized for his gaming content, particularly on titles like Minecraft, has recently sparked controversy by publicly criticizing fellow creators KSI, MrBeast, and Logan Paul.1
The criticism stems from the launch of their latest business venture, Lunchly—a collaboration that integrates KSI’s PRIME Hydration and MrBeast’s Feastables into a convenient lunch box offering.
What happened to YouTubers man..
I can’t not say anything anymore. This is selling stuff for the sake of making money, simple. How does this benefit their fans?
This is selling crap to kids who don’t know better than to trust the people who are selling it to them.
Do better. https://t.co/Uzz27bcxTA
— ᴅᴀɴᴛᴅᴍ💎 (@dantdm) September 16, 2024
The Announcement of Lunchly: A New Business Idea
On September 16, 2024, the trio of influencers announced the launch of Lunchly, aiming to combine their individual brands into a single product.
Lunchly offers a lunch box that includes MrBeast’s Feastables snacks and KSI’s PRIME drink, with the goal of appealing to their massive online fanbases.
The product was marketed as a fun and convenient way for fans to enjoy their favorite YouTubers’ brands in one package. However, not everyone in the YouTube community was on board with this concept, and DanTDM quickly voiced his concerns.
DanTDM’s Public Response: Critique of Monetizing Fans
Just hours after the announcement, DanTDM took to X (formerly Twitter) to express his disapproval of the Lunchly collaboration.2
His critique wasn’t just about the product itself, but about a larger issue he perceives within the YouTube community: creators leveraging their influence to sell products purely for financial gain.
In his post, DanTDM shared his frustration, stating, “What happened to YouTubers, man? I can’t not say anything anymore. This is selling stuff for the sake of making money, simple. How does this benefit their fans?”
DanTDM’s comments reflect a broader criticism of the evolving nature of YouTube, where creators, once known for their creative and authentic content, are increasingly seen as business moguls.
His remarks suggest that the motivation behind such ventures may prioritize profit over genuinely providing value to their fanbase, a trend he finds troubling.
The Impact of Monetization in the YouTube Community
DanTDM’s critique raises an important question: Has YouTube become more about business than content creation? Over the years, many YouTubers have transitioned from purely making videos to creating and promoting their own brands, merchandise, and other business ventures.
KSI, Logan Paul, and MrBeast are some of the most notable examples, having expanded their brands beyond the platform into realms like sports drinks (PRIME), snack foods (Feastables), and even boxing.
While these ventures have undoubtedly been financially successful, they’ve also led to concerns about whether creators are losing touch with their original purpose—entertaining and connecting with their audiences.
For creators like DanTDM, who built their reputations on relatable and genuine content, this shift toward commercialization may feel like a betrayal of what YouTube was originally meant to be.
Balancing Business and Authenticity: A Challenge for Creators
For KSI, MrBeast, and Logan Paul, the decision to launch Lunchly is just one of many business moves they’ve made in recent years. However, the response from DanTDM highlights the delicate balance creators must strike between growing their business empires and maintaining the trust and loyalty of their fans.
Creators like MrBeast have often justified their business ventures by pointing out that the profits help fund their content creation efforts, allowing them to produce bigger and better videos. MrBeast, in particular, has reinvested significant portions of his earnings into elaborate challenges and philanthropic efforts.
Nonetheless, critics argue that there’s a line between using brand success to fuel creative endeavors and exploiting fanbases for maximum profit.
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DanTDM: Fan Reactions
Divided Opinions on Lunchly
DanTDM’s post sparked a wave of reactions across social media, with fans and followers of both DanTDM and the trio of creators weighing in on the debate.3
Some sided with DanTDM, expressing disappointment that YouTubers were shifting their focus toward business ventures rather than sticking to the content that made them famous.
Others defended KSI, MrBeast, and Logan Paul, arguing that it’s natural for creators to diversify their income streams, especially given the unpredictable nature of YouTube’s ad revenue model.
In their eyes, products like Lunchly are simply another way for fans to support their favorite creators while getting something in return.
The Broader Conversation: Ethical Concerns About Influencer Marketing
DanTDM’s criticism touches on a broader ethical debate within the influencer industry: Should creators use their platforms to sell products to their fans?
As influencers gain more power and visibility, their ability to sway consumer behavior has increased, leading to lucrative opportunities with brands and sponsorships. However, this also raises concerns about the responsibilities that come with that influence.
Many argue that creators have a duty to be transparent and honest with their audiences, ensuring that the products they promote align with their values and are truly beneficial to their fans.
In the case of Lunchly, some may question whether the product offers genuine value or if it’s just a way for creators to capitalize on their fame.
DanTDM Calls for Higher Standards from Fellow YouTubers
A Message for KSI, Logan Paul, and MrBeast
In the fast-evolving world of digital content creation, major YouTubers like MrBeast, KSI, and Logan Paul have not only gained immense popularity through their online channels but have also diversified their ventures into other industries.
Their influence spans far beyond YouTube, with ventures in sports, food, and beverages. However, this shift into product-driven businesses has raised concerns, and one notable figure, DanTDM, has recently voiced his criticism of the direction these creators are taking.
DanTDM, one of the most successful YouTubers, recently took to social media to express his concerns over a product collaboration involving these influential figures.
While he did not name them directly, his message came in response to a post by Dexerto regarding the launch of “Lunchly,” a new food product that draws comparisons to the well-known Lunchables.
The product is a joint venture between MrBeast, KSI, and Logan Paul, who have leveraged their massive fan bases to create highly profitable businesses. However, DanTDM argues that their motives may not be in the best interest of their audiences.
The Rise of MrBeast, KSI, and Logan Paul Beyond YouTube
Over the years, creators like MrBeast, KSI, and Logan Paul have amassed millions of followers on YouTube, solidifying their places as some of the most influential personalities on the internet.
However, their reach goes beyond content creation, as they have ventured into entrepreneurship and even combat sports.
MrBeast’s Expanding Empire: Feastables and Beyond
Jimmy Donaldson, better known as MrBeast, is not just a YouTuber but a brand in himself. His influence is felt across social media, charity efforts, and now the food industry.
One of his most successful ventures outside of YouTube is Feastables, a brand that produces chocolate bars. These products have gained widespread popularity, to the point where MrBeast frequently mentions having to ramp up production to meet the overwhelming demand.
While his entrepreneurial journey seems impressive, it’s not without criticism. MrBeast’s involvement in multiple ventures has led some to question the motivations behind these products. Are they genuinely adding value to the market, or are they simply a way to capitalize on his fan base?
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KSI and Logan Paul: From the Ring to the Shelves with PRIME
Similarly, KSI and Logan Paul have made significant strides outside of YouTube, particularly in the combat sports world. KSI, a YouTube creator from the UK, has made headlines in the boxing ring, while Logan Paul has found success in the WWE.
But their most prominent non-content creation venture has been the launch of PRIME, an energy and hydration drink.
PRIME has taken the world by storm, gaining immense popularity across several countries. However, the brand has not been without controversy. From claims about its marketing strategies to health-related concerns, critics have raised questions about whether the product is really what it claims to be or if it’s merely riding on the fame of its creators.
The Collaboration: Lunchly – A New Contender in the Food Industry
The latest collaboration between MrBeast, KSI, and Logan Paul is the product Lunchly, a meal pack that draws direct comparisons to the popular brand Lunchables.
Positioned as a new competitor in the market, Lunchly is heavily marketed towards younger audiences, capitalizing on the creators’ strong following among children and teenagers.
This collaboration marks a significant business move for these YouTubers, combining the reach of their individual brands. With the success of Feastables and PRIME, it seems only natural that the next step would be to tap into another profitable market: convenient, ready-made meals. However, it’s this very move that has drawn the ire of DanTDM.
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