NC influencers MrBeast, Holderness Family are pioneers of the creator economy

For a handful of North Carolina content creators, online fame has stretched beyond their home state.

Whether you’re looking for a wholesome family laugh or the antics of a young philanthropist, these creators have accumulated massive followings — and multimedia empires — and have become virtual stalwarts, ready to entertain.

Here are some of the biggest internet personalities with North Carolina roots to put on your follow list.

MrBeast

Where to find him: @MrBeast on YouTube and all social media outlets

Known for his expensive stunts and elaborate giveaways, Jimmy Donaldson, better known as MrBeast, has been a staple of YouTube culture since 2017. His YouTube channel boasts 112.2 million subscribers, making him one of the most popular content creators in the world.

Forbes estimated in 2022 that he’s earned $54 million, putting him at the top of the magazine’s list of creators as well as the list of highest-paid YouTube stars. Since his rise to stardom, including a Rolling Stone cover story, MrBeast has garnered a reputation for handing out thousands of dollars to everyday people for completing outrageous tasks, or sometimes, just because.

Darren Margolias, CEO of MrBeast Philanthropy, told Rolling Stone in April that Donaldson “wants to school an entirely new generation in the benefits of unconditional giving.” Rolling Stone adds, “YouTube analytics doesn’t track viewers below the age of 12, but his audience skews quite young.”

“So many people are conditioned to think giving money to charity is a burden or a sacrifice,” Margolias tells Rolling Stone. “But when people realize helping is enjoyable and beautiful, that will change the way they think about giving.”

In addition to his penchant for philanthropy, MrBeast also owns the burger franchise MrBeast Burger and Feastables.

Although a major internet star, MrBeast spent much of his childhood in Greenville, and his instantly viral videos often show scenes from around his home state. That includes parts of Raleigh’s skyline last month. In the coming year, he’s expected to launch an online course at East Carolina University to teach other aspiring creators how to be the next Mr., or Ms. Beast.

The Holderness Family

Where to find them: @theholdernessfamily on YouTube and social media, theholdernessfamily.com

Filled with wholesome laughs and self-described “goofy videos,” Raleigh’s Holderness Family has had a constant presence in internet culture for years, ever since their year-end family recap video, “Christmas Jammies,” went viral in 2013.

Since then, the Raleigh couple, both with years of experience in the TV news industry, has expanded its media empire to include a long-standing blog, a popular podcast, branded merchandise and a best-selling book. Kim and Penn Holderness have tackled such issues as marriage, ADHD and anxiety but always seek levity through their parody music videos (“We Don’t Talk about Covid” is a new classic) and sketches on parenting, pickleball, shopping in the suburbs and generational differences.

They have millions of followers on their platforms: 4.5 million on Facebook; 1.13 million on three YouTube channels; 1 million on TikTok; 841,000 on Instagram and 24,200 on Twitter. That doesn’t include podcast subscribers.

They expanded their reach in 2022 after appearing on — and winning — CBS’s “The Amazing Race. While they won $1 million on the reality show, they noted that after taxes, they’ll likely keep just over half of that. Last summer, Kim Holderness said on their podcast that they will put most of it away for college savings for their two children with 40% going to causes and charities they support.

Rhett & Link

Where to find them: @rhettandlink on YouTube and @mythical on social media

Rhett McLaughlin and Link Neal began their decades-long friendship when the two met in elementary school in Buies Creek in Harnett County in the mid-’80s. They went on to study engineering at N.C. State University.

Today, their long-standing media empire, Mythical Entertainment, is based in Los Angeles, where they operate three popular podcasts, multiple comedy albums, three long-running YouTube series and much more.

Their enduring popularity stems from their YouTube channel, where their “Good Mythical Morning” show begins with the greeting “Good Mythical Morning.” They’ve also branched out into the food world, hosting “Inside Eats with Rhett & Link” on the Food Network last spring to join their catalog of food-based videos on YouTube.

Forbes ranks the duo at No. 4 on its list of highest-paid YouTube stars, bringing in $30 million last year. Last month, The New York Times reported Rhett and Link are exploring expansion by selling a stake in their business so it can add other online creators to their company.

The duo has 29.8 million subscribers on their five YouTube channels alone, plus 3.2 million followers on Instagram and 4.2 million followers on TikTok. And that’s no myth.

Jessamyn Stanley

Where to find her: @mynameisjessamyn on Instagram, @JessamynStanley on YouTube or jessamynstanley.com

Jessamyn Stanley’s beginnings as a yoga enthusiast started in a tiny Durham apartment over 10 years ago. Today, she’s a nationally recognized yoga instructor with online classes (The Underbelly), two books and podcasts. She also has high-profile partnerships with the likes of Adidas and Gatorade and appears in national glossy magazines.

While she now splits her time between Durham and California, her message of body positivity, acceptance and accessibility has earned her a vast following online — over 777,000 followers across social media and YouTube.

Kristen Johnson contributed to this story.

This story was originally published January 11, 2023 at 6:00 AM with the headline "NC influencers MrBeast, Holderness Family are pioneers of the creator economy."