MrBeast, YouTube’s most-followed creator, has partnered with Flywheel, a creator-focused franchise building venture launched by Eyal Baumel, former CEO of global YouTube network Yoola.
As well as MrBeast (aka Jimmy Donaldson), who has 414 million followers on his main YouTube channel, Flywheel also has pacts with Like Nastya (360 million followers across all platforms), Jordan and Salish Matter (55 million followers), and Rebecca Zamolo (50 million followers).
Baumel stated, “At Flywheel, we partner with creators to expand their brands through product ventures, multi-platform content distribution, and IP licensing to unlock equity value and build lasting franchises that thrive across channels.”
Baumel continued, “Creators don’t just need agents or managers anymore – they need execution partners who can help them scale and build sustainable businesses. That’s what we’re building with Flywheel.”
Baumel’s largest-scale operation to date has been the expansion of MrBeast’s brand in China, where YouTube is unavailable. Baumel developed and executed the strategy to launch MrBeast in the territory, and continues to manage all of MrBeast’s content operations, platform partnerships, commercial opportunities and collaborations with some of China’s largest creator platforms, such as Douyin, Bilibili, Kuaishou and Weibo.
Since launching in China last year, MrBeast has gained over 17 million followers in the country, and averages 30 million views per video.
Flywheel has created several ventures with its partners. The company, in partnership with Amazon, developed a limited sneaker collection brand called Drifts with Noah Schnapp from “Stranger Things.” In addition, Baumel launched a new fertility venture with Rebecca Zamolo, Molo, that is available in Walmart stores and online.
Several other Flywheel partners have creator-led ventures already underway across the wellness, fashion and retail sectors, with more announcements expected in the near future.
Beyond brand and venture development, Flywheel supports the creation and development of new content formats, including animation and OTT/FAST distribution on platforms such as Roku.
Before founding Flywheel, Baumel served as the CEO of Yoola, an entertainment company and YouTube network that works with content creators to develop, distribute, license, promote, and monetize content and products.
As part of his work at Yoola, Baumel began managing Like Nastya in 2018. Since then, she has become one of the biggest creators on YouTube, with more than 150 billion views across her channels.
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