MrBeast: Future of YouTube, Twitter, TikTok, and Instagram

Lex Fridman Podcast #351 – MrBeast: Future of YouTube, Twitter, TikTok, and Instagram Machine transcription by Qwen3-ASR 0.6B (MLX, local, Apache-2.0). May contain recognition errors. The following is a conversation with Mister Beast, the mastermind behind some of the most epic and popular videos ever made. And now a quick few second mention of each sponsor. Check them out in the description. It's the best way to support this podcast. We got House of Macadamias for a satiating and delicious snack. Eight Sleep for you guessed it naps and BetterHelp for mental health. Choose wisely, my friends. Snacks, naps, or mental health. And now onto the full ad reads. As always, no ads in the middle. I try to make this interesting, but if you skip them, please still check out our sponsors. I enjoy their stuff, maybe you will too. This show is brought to you by House of Macadamias. It seems like it was just yesterday. That they became a sponsor, and I became aware of their existence. Because before they became a sponsor, they sent a giant box of delicious snacks. And it seems. Just like it was yesterday that I ate all of those snacks over a period of a few days. And was a happier man for it. This month I am much stricter on my diet and trying to be much more responsible with my consumption of snacks. I think moderation is key for that. But in general, I think first of all, Macadamia to me I think. Is one of the more delicious nuts, but it is definitely the healthiest or at least one of the most healthy. I think it's pretty much the healthy. I remember when I first started keto many many years ago I did a bunch of research on which nuts. I can and can't have. I guess if I want to be ultra low carb and everybody recommended Macadamias as like the one that has all these nutrients and all that kind of stuff. I am sure there is a lot of science. You can look it up. I think there is like omega seven or whatever those different kinds of fats. It doesn't matter. The point are delicious and the raw ingredient of the Macadamia nut that House of Macadamias provides is just delicious and of course they do all kinds of snacks. Around that, and my task whenever I do an ad read or talk to anybody like my neighbors or friends about House of Macadamias. Is not to do any sexual innuendo. That's job number one. My brain is that of a silly person. At heart, I am still a child and I will forever remain a child. Like that Tom Wade song. I don't want to grow up. Maybe that's not even the name of the song or the lyrics, but I am just going to go with it. And this is a good chance to mention that Tom Wade is somebody that I've dreamed of talking to on this podcast for a long time. He's a very difficult interview to get. He's dropped a few crumbs to me of hope. You know saying like yes maybe one day. So I hold on to that hope, like I hold on to the delicious House of Macadamia nuts. With childlike joy in my eyes. Go to houseofmacadamias dot com slash lex to get twenty percent off your first order. This episode is also brought to you by Eight Sleep and its new Pod Three mattress. There has been a few days. Over the past the let's say three weeks where I've been extremely stressed because of several things going on in my life. You know you know how life is. It's an up and down process. Both the ups and downs contribute to the beauty of the whole experience. Anyway, when things are kind of difficult, I sought escape in friends, in books, in moments of simple joy, in moments of peace. And I think the best escape is a good nap, a full night sleep, of course, but also a good nap. It's kind of magical. How much your mind can just become completely refreshed. The beauty of the world can be richly rediscovered through the process of a nap. It's incredible. Just twenty thirty minutes. It's it's kind of amazing. At least my brain is like that. So sometimes when I am feeling crappy. I'll just give it a nap. I'll give it a good night sleep and see how I feel again in the morning and almost always it's not right away just maybe a couple of naps. I'll feel better. Anyway, that's why you want to really make sure that the surface the mattress all kinds of technology that you surround yourself with in terms of sleep. You use the best stuff and that's what I look forward to sleeping on that cool surface that an eight sleep cover provides. It's just it's just incredible. I look forward to naps and sleeps just because of that eight sleep cover. Check it out and get special savings when you go to eight sleep dot com slash lex. This episode is also brought to you by BetterHelp spelled HELP help. Speaking of the ups and downs of life. I think it's interesting. You know the kind of roller coaster your mind can go on. At least mine mind can go on. One moment I feel blissful and happy and everything is beautiful and one moment I feel cranky. And just a little bit down. And one of the things I've learned is to just kind of allow the passage of time to cure all things. But I think that's not necessarily the full picture because you should probably treat your mental health very seriously and talk through it with a therapist. You know there is some deep ocean of feeling there that may lay unexplored and it's I think beneficial. To explore it with a with a good therapist, I think one of the most accessible easiest ways to get access to a good therapist, a licensed professional therapist. Is BetterHelp that's why I am a big supporter of what they do. I mean that's really the first barrier is make it super easy. And of course make it affordable and that's what BetterHelp does. Check them out at BetterHelp dot com slash lex and save on your first month. This is the lex Friedman podcast to support it. Please check out our sponsors in the description. And now dear friends, here is Mister Beast. I am here with Mister Beast, the brilliant mastermind behind some of the most popular videos ever created. Do you think you'll ever make a video that gets one billion views? I think maybe one of the videos we've already made might get a billion views. Which one do you think? Probably like the the squid game video with enough time. I mean it's only a year old and it's already on three hundred million or some of the newer ones we've we've done have gotten like one hundred million views in a month. So those four projected over ten years because YouTube's not going anywhere. Probably one of those. So over time they don't necessarily plateau. What's interesting? We were literally jumping right. Yeah, I love it. It's good. So I am a firm believer that it's much easier to hypothetically get ten million views on one video than one hundred thousand on one hundred. And part of why it's much easier in my opinion is like if you make a really good video it's just so evergreen and it never dies because YouTube when you open up YouTube and look at the videos they're just serving you whatever they they think you'll like the best you know and so if you just make a great video and it's constantly just above every other video you know even two years down the road then they'll just keep serving it never stop you know which is why it's much easier to make one great video than a bunch of mediocre ones. What about one billion subscribers? You've passed PewDiePie's the most subscribed to YouTube channel. When do you think you get a billion? Let me do some math real quick. So we're on one hundred twenty. So you think about this. No, I don't honestly. I because one thing you'll find if you want to gain subscribers if you want to get views if you want to make money and almost any metric in this video creation space if you want something it all comes back to okay well then just make great videos so instead of like focusing on all these arbitrary vanity metrics I just kind of focus on the one thing that gets me all that which is make good videos but and that I do think we will when they hit a billion subscribers I don't have a plan on going anywhere even though we're only on one hundred twenty million right now on the main channel I think like we're doing around ten million a month now and YouTube just yeah I just don't see it going anywhere and I don't see any reason why I'd ever get burnt out or quit so I think with enough time yes I wanted to ask you those family friendly questions before I go to the dark questions so now we have dark questions I know but if you wanted to hook them you would start off with the dark question that's how you get them okay well let me ask you about the a Twitter poll you posted a ten thousand dollar death poll you tweeted if someone offered you ten thousand dollars but if you take it a random person on Earth dies would you take the ten thousand dollars and forty five percent of people said yes that's at least at the time I checked eight hundred fifty thousand people committing murder for just eight point five billion dollars in total so what do you learn about human nature from that yeah it's a good question honestly this is like late at night when I threw that up too I was just like huh this will be a funny thing I assume it would be ninety percent no and like ten percent yes but there are a lot of serious people for you guys listening I just did this random Twitter poll where I was like would you take ten grand if it meant someone random in the world died and a lot of the replies on the tweet were like hell yeah why not and I was just not expecting that and so I don't really know I mean I feel like your take would be better than mine was it disturbing to you surprising to you a little bit yeah but you know obviously a lot of people were trolling but I actually you know you read through those replies I do think like ten percent of them were like dead serious well I think sometimes the trolling and the laws reveal a thing we're too embarrassed to admit about the darker aspects of our nature so I don't know if you listen to Dan Carlin's hardcore history podcast he has a episode on painful payment which he describes throughout history how humans have been really attracted to watching the suffering of others so public executions all that kind of stuff and he believes that in all of us that for example if something like a YouTube or different platform streamed a public execution or streamed the torture of another human being a lot of people would say that's deeply unethical but they will still tune in and watch and that we're we're attracted to that drama and especially the most extreme versions of that drama and so I think part of the laws reveals something that's actually true in that poll that like your answer is so much better than mine do you think about that maybe even with the squid game like so I think how many how many views does the squid game currently have three hundred million something like this so just imagine thought experiment how many views that video would get if it was like real yeah just assuming YouTube was like ah we'll turn a blind eye we won't take it down yeah I mean it obviously it probably have billions of views how do you think you will die and do you think it'll be during a video probably doing something dumb like going to space when I am in older like trying to go to Mars or something like that I know for a fact it won't be on a video every video we do with safety experts and stuff like that so it's not really risk but yeah I could see myself like you know after a million people go to Mars or something like that I'd probably like you know what let's go and and something like that maybe so not in the name of a video just no the hobby heck no are you open to taking risks when you shoot videos you just went to Antarctica I mean like you are you are putting yourself in the line a little bit right of course but you know we we had that video in the works for three years and then we consult with tons of experts radar the entire path we're going to walk beforehand to see if there is curvasses so we know there is no curvasses we do training we consult with experts and we have survival guides there with us and you know monitor the weather and everything so it's like any variable that where we could get harmed we just pre plan for it same thing with buried alive like I had David Blaine spent a week underground and so I consulted with him and consulted with basically anyone who ever buried themselves alive you know the coffin we used to bury me we did so many tests like that coffin was buried ten times before I was you know for way longer than fifty hours it tested the airflow and everything to the point where I was safer in that coffin underground than I was above ground like so we just tend to just not leave anything up to chance you know another strange question then so you recorded these videos to yourself you know five years ten years from now have you recorded a video that's to be released once you die well first off I am just glad that not every one of your questions have to do with like views or things like that it's nice getting different questions so this is this is good no seriously it's a little no but it's it's fine because a lot of people just be like how much money do you make you know it's just something I just everything is always about money now for when people talk to me so it's nice but for the videos I made for you guys who probably don't follow me too closely when I had eight thousand subscribers and I was a teenager I filmed a bunch of videos and scheduled them years in the future and I said I'd film one where I was like hi me in a year and the video went up a year later and it was just like hey I think you'll have one hundred thousand subscribers and then I did one where I was like hi me in five years I was like hey in five years I think you'll have a million and then one that hasn't come out yet but comes out two years is was hi me in ten years and I try to predict ten years later how many subs I'd have it's what he's referring to and yes there there are some that are scheduled like twenty years in the future and so if I don't die I'll just move them up and I remember because I filmed these though like seven years ago but it was I remember saying a line like you know if I am dead then I am currently just in a coffin and like whatever blah blah blah because the only way the video go up is if I am not alive and if I am not alive then I won't be able to push back to schedule upload date so go public automatically yes and so yeah I have a couple of those like if I knew I was going to die of like cancer or something and I had like three months to live I would vlog every day I'd film so many videos and then I would just schedule upload a video a week for like the next five years so it's like I am still alive and I would completely act like I am still alive and everything and I think something like that would be cool I don't know why but I've fantasized not fantasized but I've dreamt about that a lot like I don't know if if I only had thirty days to live what would I do and for me I would try to make like a decade's worth of content and schedule upload it so they automatically go public in the future and so it's just like I never died I am just there yeah it's a kind of immortality but it's also kind of troll on the concept of time that you can die in the physical space but persist in the digital space I actually I recorded a video like that because I had some concerns and I just thought it's also a good exercise to do a video like to be released if I die and it was actually a really interesting exercise it's cool like it shows like what you really care about I guess it's like writing a will but when you are younger you don't think about that kind of stuff but exactly mine was just dumb yeah I'm bones in a coffin yeah yours is probably so serious no it's fun actually will you realize it's like there is no point to be serious at this point it's a weird thing I guess you've done this but it's a weird thing to address the world when you the physical you is no longer there so like you know this would only be released if you are no longer there exactly that's a weird exercise you know what's funny of all the people listening to this yeah you know we're probably the only two people that have made videos for when we die it's like such a niche thing and the fact that we're bonding over it's kind of funny I think people should think about doing that it's not just about YouTube it's also social media because think about it like there is going to be a last tweet and a last I don't know Facebook post a last Instagram post and yeah I feel like there is some aspect that's meditative to just even considering making a post like that and also it's a way for your the people that love you to kind of like celebrate do you think that would help them cope or not like if someone randomly watching this did film a video you know for if they accidentally die in some freak accident to be given to their family do you think that would and it was like a genuine I think it would really help I mean it depends because like how would you even intro that like hey mom if you are seeing this you know it means I am probably dead yeah exactly that's how you intro it that's the opener I just want you to know yeah I guess yeah and I guess you could say in a kind of funny way but and just talk about the things that that mean a lot to you because otherwise you are at the risk of the last post you have is like like I don't know talking shit about like McDonald's McDonald's order exactly and then you are dead that's it hundred years I don't know this I I do recommend it it's it's like the Stoics meditate on death every day in the same way you kind of meditate on your death when you make a video like that because it's actually not just even talking to yourself it's talking to the world and it like for some reason at least for me they made it very concrete that there is going to be an end and I am like it's almost it's over for me if I am making the video it's over for me it's it's an interesting thought experiment I recommend people try it okay from are you afraid of death by the way yes I I it's hard because like what if you just die and then you just see nothing forever you know yeah the nothingness it just fades to blackness and you are just like that for trillions upon trillions to billion squared years and it's just it's scary but also before you are born you don't remember those what X amount of years either so that gives me a little comfort but no it's definitely very scary something I'd rather not think about until I am like eighty I'll deal with that problem then I I don't know if I told you this but I am kind of hopeful that someone like Elon or one of these like freak smart people will just like be like you know what screw it I am going to figure out a way where we can slow down aging get it where you know we can live to be two three hundred years old and just like set their sights on that and then just kind of save us so it would be really nice like it's it's almost absurd to think that in our lifetime they won't figure out a way to just even slightly slow down aging where we could live to be like one hundred twenty or one hundred thirty and then that extra time they won't figure out some way where we could live to be two hundred like obviously not immortal but I don't I don't see how in my lifetime the life expectancy doesn't just expand well it also could be that the immortality is achieved in the digital realm like it could be long long after you are gone as a Mister Beast run by a Chat GPT type system exactly yeah that consumes everything I ever said everything I ever wrote and but I don't want that I don't want to live what do you smart people out there figure it out I'll keep you entertained but I need you to figure out how to keep me alive give me till two hundred that will make me happy well that's that's funny who owns the identity of of Mister Beast once the physical body is gone like is it illegal to create another Mister Beast that's Chat GPT based I don't know what the laws are on that yeah like once I am dead I I don't care well but you just said you did care I mean there could be a AI like many Mister Beast that are created after after you are gone yeah I mean that would be cool to be able to like train up a model and and let them loose so my content lives on I guess yeah yeah but somehow feels like it diminishes the value you contribute yeah it's an authentic but it's also there is there is some aspect to the finiteness of the art. Being necessary for it. Oh, one hundred percent. Yeah, the second that thing starts spamming out videos, the videos lose all meaning and it's pointless and it's a money grab. If you run YouTube for how long should you run it for a year? How would you change it? How would you improve it? It's hard because you know obviously I'm biased because we're doing really well but I feel like when I open up YouTube on my television I get the videos I want to watch I don't I don't know I don't I don't ever open it and wonder like what are these what are these ten videos on my homepage when I click on a video my suggestions I don't ever wonder what these are like I I and maybe it's because I'm very adamant about like the kind of videos I watch and I try not to watch videos that I want to get recommended more because I just that's how I think but I'm very happy with how it is at the moment I think one thing though that I just hate with the passion is the comment section on YouTube it's just so bad but that I know that's not something that's going to tenx the growth of the platform but if you think about it you go to Reddit to read comments and somehow like the you know usually the top twenty posts on on a popular Reddit post are not spam you know what I mean like have you ever clicked on something on the front page of Reddit and then most uploaded reply to it is like go check out my site right here and it's like trying to scam you out of a thousand dollars yeah I can't even think of one instance I've ever had that happen so like Reddit it's so nice to click on posts and just see what people have to say and I almost wish like you had that same feeling when you read the comments on a YouTube video instead it's like it's so many people just copying and pasting so many bots that just grab the top comment for your previous video and paste it over so the top comments in every videos are the same and the things that break through that are just scammers trying to get you to give them a thousand dollars for a free you know fake ad that comment section is one of the most lively on the internet it would be amazing if YouTube invested in creating an actual community like where people could do high effort comments and be rewarded for it like on Reddit yeah like actually right out along that would make me so happy because like when I upload a video I usually go to Twitter to see feedback like I read my comments and I'll flip through newest but it's just I feel like Reddit and Twitter just give me so much better filtered feedback especially now that with Twitter Blue because people pay eight dollars a month any I've noticed like any tweets I get from verified users now they're usually not just garbage troll takes like these are people paying eight dollars a month like they're usually relatively sensible and so it's been pretty nice like after upload a video I just go on the verified tab on Twitter and just see what people have to say and anyways I live for the day that YouTube's like that what do you think about Twitter what do you think about all the fun activity happening recently since Elon yeah bought Twitter I think he should make me CEO like I tweeted well I I should say sort of we had we just like a couple hours ago had a conversation with Elon and you guys in exchange of some excellent ideas so yeah I I legitimately think obviously you're exceptionally busy but I legitimately think it would be awesome if you some help participate in the future of Twitter yeah it would be fun because there's so much possibility of different ideas first in the sort of the the content like dissemination hosting and all the different recommendation like the search and discover all the things that YouTube does well I think the most exciting thing is he's you know willing to move fast and so I think there's going to be a lot of interesting things that come out of it because he's just moving quick and a lot of these more mature platforms just take years to do the simplest stuff and they're very bureaucratic and so it's gonna I mean it'll be interesting to see which way it goes when you just kind of take a move quick break things whatever type approach to social media I'm actually pretty curious to see what features he rolls out so what would be your first act as Twitter CEO I can't spoil it okay I got to get hired what do you think about video on the platform yeah do you think that's an interesting or is it like messing with the the medium the nature of the platform I think Twitter will always be closer to TikTok than it is to YouTube like at least in its current form like I don't I don't see twenty minute one hour long videos or whatever you know even fifteen minute videos being watched over there I see it more as like the short and snappy stuff closer to TikTok but at the same time Twitter is a really good comment section for the internet I mean it's almost weird why like why doesn't Twitter allow you to embed YouTube videos like why why does that you should just ask Elon that like I don't know if that's a YouTube thing but when a YouTube were post a video why did they have to link to YouTube why can't they just embed it on Twitter and you just play it there I mean would that just solve a lot of problems yeah but then the two companies would have to agree to integrate each other's content I don't know but it seems like a win-win I mean well it's more of a win for Twitter because then people don't have to leave the platform I mean that that would be the the easiest but who gets like when you watch the ads on a YouTube video that's embedded in a Twitter who gets the money it would still be YouTube but at least then right now people just post a link and it takes you off Twitter and it just kills your session time on Twitter that's really interesting but the yeah because the Twitter whatever the the dynamics of the comments especially once the spam bots are taken care of Twitter just works it's really so Reddit is a nice comment section for the internet it's like slower pace more deliberate like higher effort Twitter's like this high pace like ephemeral kind of stream but there's the vote the up voting the down voting works much better because you can do retweeting right because the social network is much stronger than it is on YouTube like the interconnectivity yeah on Reddit you're going to get the the top replies are going to be the most refined ones whereas Twitter stuff floats to the top that's not super refined but like you're saying it's more off the cuff stream of consciousness which a lot of people prefer it's a little more personal how do you think Twitter compares to YouTube in terms of how you see its future on role in 2023 I mean I think YouTube's going to be YouTube and not much is really going to change but it's going to keep growing just because you know that's just what it does and because it's owned by Google but Twitter I don't know I mean it's one of those things like you you can't predict if you know a year from now an economy is going to be in a recession or booming and I think Twitter is kind of the same thing one thing's for certain a lot of things are going to be rolled out but who knows honestly you responded to Elon saying Twitter's unlikely to be able to pay creators more money than YouTube what do you think that is well yeah because I I think the tweet I responded to is one where he was saying that they you know users will jump over if Twitter can potentially pay more than other platforms and I was just saying obviously because Google has Google AdWords and I mean that's Google's whole thing it's putting ads on stuff they've been doing it better than anyone else in the world for a very long time it's very unlikely in the next few years that Twitter is going to just magically or any platform you know give a creator the ability to make higher CPMs in on YouTube it's it's kind of crazy like some creators in December you know Q4 because the ad rates are higher because of Christmas and everything some creators literally make like thirty forty dollars per thousand views that's after YouTube's cut like it's almost like hard to think about like how high the RPMs get and even then once you pull out of financing cars the high CPM niches and you move into just normal stuff it's still just crazy there's sheer volume of creators and the fact that all of them get these multi dollar CPMs at scale it's pretty beautiful so you do I don't know what you would call them but like integrated ads in your videos and you do I would say masterfully it's like part of the are you talking about brand deals brand deals is that what you would call that yeah so it's a brand deal it's part of the video it's still really exciting to watch and yet there's a plug for the brand in general just brand deals since you brought it up integrating them well I think that's something a lot of creators don't do like they'll just do a brand deal out of the blue they'll just be filming a video and then around the three minute mark just start talking about a random company yeah and you I feel like if you don't want viewers to click away and you want people to not get pissed off and call you to sell out you got to find a way to integrate into content and ideally use the money in the video to make it better like as the easiest thing you do when you do a brand deal is just tell people how you're using money from the brand deal to make your content better and if you do that like no one cares now they're supporting you for it and you go from being a sellout to like oh I'm doing this to make better videos for you guys you know I don't know if you can share but with those brands when you have discussions with them are they strict about how long you need to be talking about it or is it more about they're leaving control to you about the artistic element of it the problem is the the ones who don't give us artistic element we just don't really work with anymore because it's just you know we get one hundred million views of video now and I can confidently say I know how to entertain them and convert them better than these random brands so yeah if if they don't give us that freedom I just won't work with them so you have that leverage but for smaller creators it's a lot harder yeah and they're they're going to just say forty five seconds here's what you say take it or leave it and it's like pretty brutal because I think just in general if brands were more accommodating to let creators tell their story of the brand and talk about the brand in a way that felt a little more natural I I think would be a it would be less cringe it people would be less likely to go you know tap tap tap skip and obviously it would convert better but they're just so afraid and they want this standardized thing say these words and forty five seconds right here at this three minute mark yeah I often think about how to resist that you just don't do them though right not on YouTube right I on audio I do ads in the very beginning and I say you can skip them if you want but the brand loves that I don't like the point is they so the funny thing about podcasts is different than than YouTube videos podcasts people actually do listen to ads a lot because they it's slower pace and they like the the creator voice like talking about the thing but in general I just don't believe you should be talking about a thing for a minute exactly and that's going to be effective I want to see the data for that I think what's much more effective is the way you do ads which is like integrating into the content like put a lot of effort into making a part of that like doing the brand deals and I just it's difficult to have that conversation it's like a very strenuous conversation to have to have with with brands you have to each one at a time and I just wish there was more of a culture to say like the quality of the ad read matters a lot more than the like the silly parameters like the timing of it like how long it is the placement of it all that kind of stuff what percentage of your viewers do you think have seen one of my videos before what percentage of the viewers on YouTube right yeah of your viewers of the viewers on YouTube though because most of people okay sure or all of them it's just interesting because you're you're speaking very specifically like about my brand deal process and so in my head I'm like I wonder what percentage of these people even have any idea what he's talking about that's interesting I love the thinking about numbers the whole time we're having this conversation that's all I could think about like god damn it he's there's probably like fifty percent of these people have no fucking clue what he's saying and we're about to torture him for five minutes yeah yeah probably but that's something I can't turn off in my brain less than fifty percent is that a good thing or a bad thing is that exciting to you that there's like fifty percent of people don't have not watched a Mr. Beast video isn't that an opportunity like yeah I guess it's an opportunity girl I don't know honestly I was just kind of excited to hang out with you yeah yeah me too I mean today was a lot of who cares of the mics yeah so it's kind of like having a buddy to go along the journey as I'm just kind of eating shit and doing my normal grind it was like kind of fun and also you just say really wise stuff constantly so honestly no I never even put any thought into like the demographics or what I could gain it's just interesting because like my retention brain when you talk about something I'm instantly like hmm what value are they going to get how many of them are going to be interested what percentage of people do I think will lose and I'm like running all those calculations in the background and that whole conversation like the long anyway it's just something I can't turn off my like bells are like error error this is bad what are the different strategies for high retention for your videos in general it's like how how do you cook good food you know what I mean that's like the same kind of question I see so there's so many different ways that you so it boils down to I mean do you think at the level of a story or do you think like literally watching five seconds at a time am I going to tune out here am I going to tune out here am I going to tune out here it's all of it you need the overarching narrative and then you also need the micro where every second you know needs to be entertaining and you basically what's interesting is the longer people watch something the more likely they are to keep watching so you don't have to try as hard in the hypothetically back half of a video as you do in the front like even right now we're so deep into this where a lot of people listening are probably just going to keep listening relatively close to the end unless we just have a really boring part of this conversation because they're just they're just in it they're they're immersed and so a big like to really boil it down to a simple level you just want to get people where they're immersed in the content and then just kind of hold them there we had this discussion offline and by the way I should mention that this is like late at night it is what time it's a nine o'clock and I I only slept one hour last night because I'm an idiot and I flew to the wrong location well here we're like hey let us just book you a hotel to fly he's like no I got it we're like you sure we can just do it we always do this he's like no I got it I got it he's going to have to rub it in I know and then today come to find out he flew to the wrong airport airport with the or city with the similar name to ours just same name same name in a different state and I was like that's why you should let us book it and so he's on one hour of sleep and he's literally been dying all day before this podcast he down like two things of coffee we've been going all day hard yeah I've been got to interact with you I should say that this gave me an opportunity to I got a ride from a stranger and it was an incredible person I got to interact with them so it's like there's so many kind people around here just like this kind of southern energy and then I got to go to a diner because I could you know there's only one hour between me arriving and having to fly out so I went to a diner there's a really kind waitress that called me honey so that's a beautiful moment you know I was so confused you you tweeted about that and like Steele's like my assistant was like Lex isn't here yet and I saw your tweet and I was like he's here Steele's like no he's still flying I was like for like an hour ago he just tweeted about a nice diner yeah I didn't really see it was a diner it was a diner in a different state and then you had to fly over here that was and then I called you you didn't answer I was like hmm I was like something's not adding up yeah I feel like a such an idiot because apparently the world has cities like Springfield right every single state has a Springfield oh really I think so I think that's whatever that's like a Simpsons joke right that like it's the the city in in the Simpsons is Springfield and I think every single state or most of them have a Springfield and the same is true for like Georgetown I think the most I forget what the most popular one was but there's like a list of people get when they run out of ideas they just keep using the same they're your Achilles heel anyway I got to I got to meet a bunch of people from from your team there's just an incredible human being so let me just ask on that topic how do you hire a great team like what have you learned about hiring for everything for for the main channel that you do for the the React the game the gaming channel to Mr. Beast Burger to feastables all that the big thing is especially in this content creation because it's not like anything that's done on Netflix or or different content medians I I really need people who are coachable and like really see the value in what I care about because it's a very specific way of going about things and it's a like a thing there's no one like plug and play like if Netflix wanted to hire someone to do a documentary