Guys Scandal Challenge Earns $6 Million a Year in Jeopardy – The Hollywood Reporter

With an October 8 date Saturday night live sketch, Try Guys – a viral quartet of videos that have racked up billions of views as they try on everything from make-up to dress – have reached a level of mainstream visibility they couldn’t even dream of.

Unfortunately, the sketch mocked the cheating scandal that allegedly led to the ousting of member Ned Fulmer — not quite the kind of celebrity the group might have envisioned when it split from BuzzFeed, where they started beginning in 2014, to establish its own digital. content factory in 2018.

“I’m trying to understand why this story is such a scandal,” a bewildered CNN host played in sketches of SNLby Ego Nwodim. “Is this not consensual? … The full story is that your friend has an extra chicken and you have to fire him? ”

The sketch drew criticism for making light of the situation. It all started with photos taken at a bar of Fulmer – known as the group’s “boy’s wife” because of the frequency with which he mentioned his marriage to Ariel Fulmer, whom he got married in 2012 – kissed an employee who starred in the TV series Try Guys, Babies Food. The photos, which were disseminated on Reddit and TikTok, led to an internal investigation that resulted in Fulmer’s dismissal.

Fulmer tweeted a statement that “family should always be my priority.” The rest of the Try Guys, meanwhile, released a shocking video statement (parody in SNL sketch and is about to hit 10 million views) along with an hour-long podcast episode (“OK, Let’s Talk About It”) providing their version of the event.

The Try Guys didn’t reply The Hollywood Reporter’s request comment.

Details of the internal investigation have not been released, but the group has admitted that hostile activity between Fulmer and employees has been “going on for a while.” Staff is still at Try Guys.

According to TikTok-based digital trend forecaster Coco Mocoe, Fulmer’s co-stars didn’t overreact. “It always feels like a ticking time bomb because it’s an uncontrollable variable,” Mocoe said, referring to Fulmer’s marriage-focused personality.

“He’s more of a ‘married guy’ than others who are even engaged or married. It makes him really profitable. He made a Architectural Notice home tour [with his wife]. He published a cookbook with his wife [called The Date Night Cookbook]. I think it’s definitely a smart business move — but not necessarily as stable as relying solely on yourself,” she said.

Mocoe contrasts this with another recent celebrity scandal – that of Maroon 5 frontman Adam Levine, who allegedly DMs with a model who became viral meme fodder transmission.

Mocoe explains: “The fact that Adam was faithful to his partner did not affect his ability to sing well. “While Ned’s entire personality and character is ‘the married guy’, his infidelity has a direct effect on his ability to maintain that connection with his audience.”

If Try Guys member Eugene Lee Yang (parody in SNL Bowen Yang’s sketch) looks furious in the group’s “What Happened” video, which may have as much to do with feelings of personal betrayal as it does with money – something the Try Guys are pretty much doing.

According to Eyal Baumel, president of Yoola – where he oversaw the career of YouTube sensation As Nastya, an 8-year-old with the 7th most subscribed channel on the service (101 million subscribers) – Try Guys takes up one the top tier of digital content earners.

“In terms of their influence, they have around 15 million followers on social media and have received over 2 billion views since launching their brand and channels in 2018 – so they are very well known and understands internet culture very well,” Baumel said.

“In terms of revenue, they have 4,000 patrons on Patreon, so if the average patron gives $25 a month they generate about $100,000 monthly. On YouTube, they average 30 million monthly views. With average RPM [revenue per mille, a metric representing money earned per 1000 views] is $5, they will generate $150,000 monthly on YouTube. If you add merchandise, Facebook, Snap and sponsored content, they can generate around $500,000 a month or even more.”

That’s $6 million per year for online content. Add to that additional revenue stream – the team featuring No-recipe road trip with testers show, a television series that premiered in August on Food Network and Discovery+, and has released a book, The Hidden Power of Damnin 2019 – and the team earns even more.

All are in danger. Baumel felt the team handled the situation as well as could be expected.

“Especially when such a close-knit team worked together for a while and found out such a big scandal came from a fan and not from the source, ie Ned,” he said. “It’s hard to continue working together and the backlash from fans and sponsors can really hurt the brand, so they don’t have much of a choice.”

Two other members, Zack Kornfeld and Keith Habersberger, made it clear in the podcast that they are not looking to replace Fulmer, whose situation is by far the most precarious of the four.

“I wouldn’t be surprised if we saw him and his wife on the Good Morning America or The conversation on the red table,” predicted Mocoe. “I feel like a lot of celebrities go on Red table as a way to test the waters to see how people would react to them, so I could see them do some press together to see how people would react. I think it would be really hard for him to restore the ‘happy marriage’ image he really enjoyed, especially if they weren’t together. ”

So far, the Fulmers, who have raised two young sons together, have shown a united front; They were photographed emerging from their LA home the day after Try Guys admitted to the scandal. Both wear wedding rings.

As for Yang, Mocoe suspects the group’s only diverse member – Yang is of Korean descent and gay – will use this moment to distance himself from the Try Guys.

“He wasn’t even inside [“OK, Let’s Talk About It”] podcast,” she noted. “And if you look at Eugene’s social media, my prediction is that he will enter politics. He just went on a campaign with Beto [O’Rourke] in Texas. He’s also from Texas, and he talks about that a lot. Lots of pictures of him at various campaign events.”

“I wouldn’t be surprised if he tried to be a progressive figure in Texas politics,” she said.


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