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MrBeast, the YouTuber who bit more burger than he could chew

In September 2022, YouTube sensation MrBeast, known for his philanthropy and stunts, faces legal battles after launching MrBeast Burger.

The lawsuit against his burger supplier reflects influencers’ evolving relationship with the food industry, impacting their brand and audience loyalty.

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PARIS, FRANCE — It’s 4 September 2022, and around 10,000 people are shouting “Beast, Beast, Beast” in a shopping mall in New Jersey: YouTuber MrBeast is on his way to launch his first burger restaurant, and the crowd is hysterical.

MrBeast, real name Jimmy Donaldson, was building out his global MrBeast Burger business from its origins as a product made in “ghost kitchens” available only on delivery apps.

But he has since had a dramatic change of heart.

Donaldson, 25, recently crowned the world’s most popular YouTuber with more than 170 million subscribers, launched a legal case in late July against the suppliers of the burgers to end the deal.

The court filings include choice quotes from customers: “One New York reviewer, echoing the sentiments of thousands, stated that MrBeast Burger was ‘the absolute worst burger I’ve ever eaten in my entire life! It was like eating spoonfuls of garlic powder’.”

The ghost kitchen firm, Virtual Dining Concepts, countersued last week for US$100 million in damages.

“This court case is a signal for a lot of other influencers,” said Jess Flack, founder of influencer marketing agency Ubiquitous.

She said it marked the fizzling out of influencers’ relationships with ghost kitchens, forged during the pandemic when lockdowns kept millions at home and closed restaurants across the world.

‘Implode’ the brand

Analysts predicted ghost kitchens were the next big thing. Market research outfit Euromonitor International suggested the sector could be worth US$1 trillion by 2030.

Forecasts like this might have egged on Donaldson, especially as the path from entertainment to catering is well-trodden.

Arnold Schwarzenegger and others had a pop with the Planet Hollywood restaurant chain, George Clooney flogs his own tequila, and Emimen hawks spaghetti from a hole-in-the-wall in Detroit.

But Flack points out that Donaldson’s position is more tricky than those other luminaries.

“For someone like MrBeast, his entire career is based on his brand,” she said.

“He’s not like an actor or a singer, or a rapper like Eminem who has a career to fall back on.”

From that point of view, she said, it made perfect sense for him to “implode” MrBeast Burger over the bad reviews.

‘Loyal fanbase’

In any case, Donaldson has another food empire spanning cookies and chocolate bars that gains more positive reviews.

And his social media peers are proving that the food industry still is a viable outlet.

Lifestyle YouTuber Emma Chamberlain has a successful coffee business and viral stunt-creator Logan Paul’s energy drinks are doing just fine, to mention only a few.

The phenomenon is not limited to the United States.

Popular French YouTuber Mister V and Spanish internet celebrity Carlos Rios both have their food brands splashed across supermarket shelves.

“Many YouTubers are creating quite a loyal fanbase due to the seeming intimacy of their relationship with their audiences,” said Vince Miller of the University of Kent in Britain.

But what happens if it all falls apart?

‘Nicest guy on YouTube’

For Donaldson, often dubbed the internet’s Willie Wonka for handing out piles of cash or life-changing experiences at random, the future is still very bright.

He says he pays for the stunts by churning his profits — Forbes magazine listed his 2021 earnings at US$54 million — back into the production of his videos, some of which cost millions to produce.

The giveaways and his endlessly cheery, circus-ringmaster shtick have catapulted him to superstardom with tens of millions of fans hanging on his every word.

“Many of them are kids and young people who really care about what he does and see him as the nicest and most generous guy on YouTube,” said Miller.

His latest video, “7 Days Stranded at Sea”, where he and his friends spent a week on a raft, clocked up what he said was a record-breaking 46 million views on its first day.

“I don’t ever want to hear I only get views because I give away money,” he wrote on X, formerly known as Twitter. “We broke the world record with me and my friends suffering and cracking jokes lol.”

What many, mostly older, folk find hard to swallow is his juxtaposition of charity stunts — he recently paid for 1,000 people to have sight-saving eye operations — with a thirst for clicks.

But for his fans that is a huge part of his appeal — they feel like they are doing good just by watching his videos.

“Beast Philanthropy is literally funded by your eyeballs,” he told viewers of his other channel, Beast Philanthropy. “Not even joking.”

— AFP

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International

Singaporeans to require Electronic Travel Authorisation for UK travel from 8 January 2025

From 8 January 2025, Singaporeans must apply for an Electronic Travel Authorisation (ETA) to enter the UK. The digital permit costs £10 (S$17), is valid for two years, and allows multiple visits of up to six months.

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From 8 January 2025, Singaporeans travelling to the United Kingdom will need to apply for and obtain an Electronic Travel Authorisation (ETA) before their trip.

According to a UK government press release, tourists from Canada, the United States, and 47 other countries and territories will be required to obtain an ETA before entering the UK.

This new requirement is part of the UK’s border security measures aimed at enhancing security and deterring illegal immigration.

The ETA application costs £10 (S$17), and Singaporean travellers can submit their applications starting from 27 November 2024 via the official UK government website or mobile app.

Once approved, the ETA will be digitally linked to the applicant’s passport and will remain valid for two years, allowing multiple short stays of up to six months per visit.

Applications generally take about three days to process, and applicants will be notified by email if their request has been approved or rejected.

The ETA is mandatory for all modes of transport, including air, sea, and land, such as via the rail tunnel between Britain and France. It is also required for transit passengers who are changing planes at UK airports.

However, the UK ETA does not grant entry to the Republic of Ireland or other European nations.

By April 2025, this requirement will apply to all visitors who are currently able to travel to the UK without a visa, covering over 80 jurisdictions globally.

According to the UK ETA website, the introduction of this system aims to strengthen border security by preventing illegal immigration, combatting organised crime, and identifying potential threats to national security.

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International

Taylor Swift endorses Kamala Harris for U.S. President, calls for calm leadership

Taylor Swift endorsed Kamala Harris for president, calling her a “steady-handed, gifted leader.” In an Instagram post to her 283 million followers, Swift urged fans to research candidates’ stances and expressed concerns over AI-generated misinformation falsely linking her to Trump.

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In a bold statement shared on her Instagram account, Taylor Swift has endorsed U.S. Vice President Kamala Harris for president in the upcoming 2024 election. The post, published shortly after the U.S. presidential debate on Tuesday night, positioned Harris as the candidate who would champion the rights and causes Swift holds dear.

“As a voter, I make sure to watch and read everything I can,” Swift wrote to her 283 million followers, adding: “I will be casting my vote for Kamala Harris and Tim Walz in the 2024 presidential election.”

Swift emphasized her support for Harris, describing her as a “steady-handed, gifted leader” capable of steering the country with calmness, in contrast to the “chaos” she associates with other candidates.

Swift’s post also featured an image of her with her beloved cat, Benjamin Button, nodding to comments made by Republican vice-presidential candidate JD Vance, who had previously mocked senior Democratic leaders as “childless cat ladies.” Swift embraced the label, signing off her statement with “Childless cat lady.”

Swift’s endorsement didn’t come without addressing misinformation. She referred to AI-generated images, circulated by former President Donald Trump’s campaign in August, falsely depicting her and her fans endorsing Trump. Swift expressed her concerns over AI’s potential for spreading falsehoods, calling it a key reason for her public clarification of her voting intentions.

“I need to be very transparent about my actual plans for this election as a voter,” Swift said, urging her followers to research candidates’ positions on issues that matter to them.

In response to Swift’s endorsement, the Trump campaign dismissed her support as further evidence of the Democratic Party’s alignment with “wealthy elites,” with spokesperson Karoline Leavitt stating, “There’s many Swifties for Trump out there in America.” Republican congressman Matt Gaetz also commented on Swift’s political stance, remarking, “I love her songs, but I want to live in a world where liberals make my art and conservatives make my laws and policies.”

However, Swift’s backing of Harris has garnered significant attention among her fanbase, with some already mobilizing in support of the Democratic candidate. The Swifties for Kamala Coalition, launched in August, has raised over $138,000 for the Harris campaign, further bolstering the vice president’s candidacy.

Harris’ running mate, Tim Walz, expressed his gratitude to Swift during an MSNBC interview, stating, “Her endorsement took courage, and that’s the kind of courage we need in America.”

Historically, celebrity endorsements have had measurable impacts on elections. A study from Northwestern University and the University of Maryland estimated that Oprah Winfrey’s endorsement of Barack Obama ahead of the 2008 Democratic primary earned him around one million votes. Whether Swift’s massive following, particularly among Gen Z and women, will have a similar effect remains to be seen.

Swift’s endorsement marks a significant moment in the 2024 election, highlighting the intersection of pop culture and politics. As the election approaches, her influence may yet play a pivotal role in shaping the outcome, particularly among younger voters and those concerned with women’s rights.

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