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Doing Things Media
Doing Things Media
Doing Things Media
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Doing Things Media (DTM) is an American digital media company that focuses on pop culture and humor. Its brands include Middle Class Fancy, Animals Doing Things, Shitheadsteve, Recess Therapy, Bob Does Sports, and Overheard.

Key Information

It was co-founded in 2017 by Reid Hailey and Derek Lucas and was headquartered in Atlanta before opting for permanent remote work.[1][2][3] DTM's clients include Netflix, Amazon, Anheuser-Busch, and T-Mobile.[4][5] As of 2023, the company has 35+ social media meme accounts with over 75 million followers across Instagram, Facebook, TikTok, YouTube, and Snapchat.[4][5][6]

History

[edit]

Doing Things Media was founded by Reid Hailey and Derek Lucas in 2017 after both had developed large followings for posting internet memes on Instagram. Reid Hailey created an Instagram meme account named @Shitheadsteve in 2014, while taking college classes.[3] The account obtained one million followers in less than a year, and Hailey created other accounts such as @Trashcanpaul and @HouseofGaming. Hailey met his future co-founder Derek Lucas after Lucas created the meme account @DrunkPeopleDoingThings in 2015.[7] Both Reid Hailey and Derek Lucas dropped out of college.[3] Lucas starting a medical-marijuana delivery service before co-founding Doing Things Media.[3]

Hailey and Lucas were part of a group message that called itself the Meme Illuminati. The chat included meme accounts and celebrities including Chris D'Elia, John Mayer, and B.J. Novak.[2][3]

In February 2022, Doing Things secured a $21.5 million Series A funding round.[8] In August, DTM partnered with Paramount+ to host the season three premiere of Star Trek: Lower Decks.[9]

Doing Things Media was named Most Innovative Publisher at the 2022 Digiday Awards.[10]

Work

[edit]

Paper Magazine writes that "the overall theme of what makes it onto any of their meme pages seems to be 'nostalgic wholesomeness' — humor that somehow doesn't offend anyone because the stereotypes they joke about are so deeply benign." DTM describes itself as a "24/7 dopamine drip machine.”[11] Because it produces dozens of popular social media accounts, DTM is able to cross-promote new projects.[12]

As of 2020, 30% of the company's revenue comes from e-commerce.[3] In addition, Doing Things Media makes money from subscription content and TV production and sponsored ads that resemble memes.[13][3]

Doing Things Media had a TV show on Nat Geo Wild called "Animals Doing Things" based on its @AnimalsDoingThings account. Howie Mandel is its narrator, executive producer, and director.[2] The company wrote a book called Doggos Doing Things based on its @DoggosDoingThings account.[2] “We are always thinking about how to turn our social presence into a product," co-founder Reid Hailey told The Hustle. "Can we make a game? Can we make a beverage?”[14]

Middle Class Fancy

[edit]

Doing Things Media acquired the brand MiddleClassFancy in 2018.[15] In 2021, MiddleClassFancy teamed up with Guy Fieri to release a limited-edition burger at Fieri's ghost kitchen called Guy Fieri's Flavortown Kitchen.[16]

All Gas No Brakes

[edit]

In 2019, Andrew Callaghan became a full-time content creator for Doing Things Media after the company's co-founder Reid Hailey saw one of Callaghan's videos.[17][1] Doing Things also hired Callaghan's longtime friends, Nic Mosher and Evan Gilbert-Katz. All Gas No Brakes got traction on YouTube in late 2019 and throughout 2020. In May 2020, the company signed a development deal with Abso Lutely Productions for a TV series based on All Gas No Brakes.[18] The relationship eventually soured between Callaghan and Doing Things Media, with Callaghan citing contract issues and exploitative behaviour by Doing Things Media as the reason for his departure. As of May 2025, Callaghan and Doing Things Media reached an agreement to acquire All Gas No Brakes from Doing Things Media as an affiliate program of Callaghan's independent news network, Channel 5.[19]

Recess Therapy

[edit]

In 2020, Julian Shapiro-Barnum began a video series in which he interviews children, originally titled as Kids Doing Things.[3] Doing Things Media hired Shapiro-Barnum, rebranded the account, and launched it as Recess Therapy.[12] The host was inspired how “kids in the playground remained joyous despite the pandemic’s perturbations.” In an interview with The New York Times, Shapiro-Barnum said, “The reason it’s called Recess Therapy is that the original idea was that I was going to bring things that I was struggling with to children and, like, get advice from them.”[12]

Since its launch, Recess Therapy has over 2.4 million followers.[20] In 2022, the series produced the viral video Corn Kid, which was named #1 TikTok trend of 2022.[11][21][22]

In December 2022, Shapiro-Barnum received the Family Entertainment Safe Streaming Hero Award at Variety's inaugural Family Entertainment Awards Dinner.[23]

Overheard

[edit]

In January 2023, Doing Things Media acquired Overheard, a social media brand dedicated to sharing eavesdropped conversations in locales like Los Angeles and New York.[8]

Bob Does Sports

[edit]

In 2021, Doing Things Media partnered with Robby Berger to create Bob Does Sports, an online series focusing on golf content.[24][25] Co-hosted by Fat Perez and Joe Demare, the account has over 330,000 Instagram followers.[26]

Controversy

[edit]

Doing Things Media faced criticism for posting sponsored content about Mike Bloomberg's presidential campaign across twelve of the company's pages.[27] According to Reuters, Doing Things Media founder Reid Hailey said it was "a creative decision, rather than an endorsement of Bloomberg."[28] Other meme accounts, such as those affiliated with FuckJerry, also promoted Bloomberg.[29]

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Doing Things Media

View on Grokipedia
from Grokipedia
Doing Things Media (DTM) is an American company founded in 2017 by Reid Hailey and Derek Lucas, specializing in the creation and distribution of humorous, pop culture-oriented memes and videos across social platforms. Headquartered in with approximately 85 employees, the company manages a portfolio of over 40 creator-led brands that collectively reach 95 million followers and generate 2.1 billion monthly impressions through more than 100 daily content pieces. Its content emphasizes relatable, shareable depictions of everyday absurdities and cultural moments, exemplified by brands such as Middle Class Fancy, , Animals Doing Things, Shithead Steve, and Bob Does Sports. DTM has achieved profitability through diversified monetization, including programmatic advertising, branded partnerships, , licensing of over 150,000 internet clips, and live events, reporting nearly $40 million in gross revenue during its record year in 2024. Backed by investment from Volition Capital, the firm has expanded via acquisitions and creator consolidations, positioning itself as a leading native social publisher in the .

History

Founding and Origins

Doing Things Media was co-founded in 2017 by Reid Hailey and Derek Lucas, both early pioneers in viral content creation. The company originated in , Georgia, initially operating from there before transitioning to a fully remote model. The venture's roots trace to Hailey's launch of the meme account @ShitheadSteve in 2014, which gained rapid popularity through relatable, humorous posts and laid the groundwork for professionalizing meme-driven content. Lucas, similarly experienced in developing viral accounts, partnered with Hailey to consolidate and expand such properties, recognizing opportunities in scaling beyond individual creator efforts amid rising demand for shareable digital media. Early efforts focused on acquiring and nurturing accounts like @FourTwenty and @DoggosDoingThings, which collectively built a foundation of millions of followers through organic, culturally resonant memes. By formalizing operations in 2017, the founders aimed to professionalize content strategies while preserving authentic brand voices, transitioning from ad-hoc posting to a structured portfolio approach that included partnerships and revenue diversification. This origin in creator-led experimentation distinguished Doing Things Media from traditional media entities, emphasizing first-mover advantages in the nascent economy.

Early Growth via Memes

Doing Things Media's initial expansion was driven by the curation and creation of viral accounts on platforms like and , capitalizing on the mid-2010s surge in humor. Co-founder Hailey launched the @ShitHeadSteve account in 2014, featuring absurd, relatable videos and images that quickly built a dedicated following through organic shares and algorithmic amplification. Following the company's formal establishment in by Hailey and Derek Lucas, DTM aggregated similar independent properties and emphasized original content production over aggregation, distinguishing itself from competitors reliant on reposting user-generated material. Accounts such as @MiddleClassFancy, which satirized suburban lifestyles, and @NoChaser, focusing on comedic fails, exemplified this approach, each garnering millions of followers by through high-engagement formats like short clips and image macros tailored to platform preferences. This strategy yielded , with DTM managing over 20 such accounts by late 2020, collectively amassing tens of millions of followers and billions of impressions annually via meme-driven virality. The focus on culturally resonant, low-production-cost content enabled low-overhead scaling, as memes' inherent shareability fostered community loyalty without traditional advertising expenditures, laying the groundwork for subsequent revenue streams like branded partnerships.

Expansion into Video and Acquisitions

Doing Things Media broadened its offerings from static meme pages to video content, leveraging brands that produce short-form and long-form videos for platforms including , , and Reels. This expansion capitalized on the higher engagement rates of video, with DTM publishing content from video-centric properties like All Gas No Brakes, known for chaotic challenge videos such as gasoline-chugging experiments that garnered millions of views. Similarly, features videos of children reacting to contemporary trends and snacks, amassing over 100 million monthly views across social channels by mid-2024. These initiatives diversified revenue through ad-supported video monetization and sponsorships, contributing to the company's reported $40 million in gross revenue for 2024. In parallel, DTM pursued acquisitions to accelerate portfolio growth and integrate complementary content styles. On January 10, 2023, the company acquired Overheard, an account with over 2 million followers that posts anonymized, humorous snippets of real street conversations from urban centers like and New York. The deal, advised by Vorys , folded Overheard into DTM's ecosystem alongside meme and video brands, enabling and expanded short-form audio-visual content. CEO Reid Hailey emphasized as a core strategy for scaling, noting in late 2023 that DTM had executed at least one additional undisclosed acquisition that year while growing staff to 83 employees and launching for brands. This approach mirrored traditional media conglomerates, blending acquired assets with original to build a multi-platform empire operating over 25 brands. By April 2025, DTM formalized its video ambitions with a new talent and video division, hiring comedian Jake Krantz as to develop scripted and unscripted content, further institutionalizing the shift from memes to dynamic video formats.

Leadership and Operations

Founders and Key Personnel

Reid Hailey and Derek Lucas co-founded Doing Things Media in 2017 after developing large Instagram followings through meme content. Hailey, based in Atlanta, serves as CEO and has emphasized the company's self-funded growth from viral social media origins. Lucas, also from the Atlanta area, holds the role of Chief Creative Officer, contributing to the creative direction of the portfolio's brands. Both founders, who dropped out of college, initially built audiences by posting relatable humor and internet memes remotely before formalizing the company. Todd Anderman joined as President in October 2019, bringing prior experience from roles to oversee operations and expansion. Other key executives include Mike Abend as VP of Legal & Licensing, handling and deals, and Christopher S. as VP of Rights Management. The leadership team, comprising the co-founders and these executives, has guided the acquisition of brands and diversification into commerce and experiences, achieving nearly $40 million in gross revenue by 2024.

Business Model and Strategy

Doing Things Media employs a diversified centered on owning and operating a portfolio of over 40 social-first creator brands specializing in viral humor, memes, and pop culture content across platforms including , , , and , which collectively generate 95 million followers, 514 million monthly reach, and 2.1 billion impressions. The approach emphasizes empowering original creators to produce authentic content while scaling it through professional infrastructure, including a library exceeding 150,000 video clips for repurposing and distribution. Revenue is generated primarily through sponsored advertising and brand integrations embedded within organic content feeds, which accounted for approximately 60% of the company's nearly $40 million in gross revenue in 2024. Complementary streams include e-commerce via branded merchandise shops (such as those for Middle Class Fancy and Overheard), content licensing to television programs, FAST channels, and streaming services, live events and community experiences, and retail product placements in nationwide stores. This model has sustained profitability, with annual revenue surpassing $10 million as early as 2021 from a mix of ads and e-commerce. Strategically, the company focuses on acquisitions of established viral accounts to rapidly expand its portfolio, alongside incubating new brands and integrating monetization directly into creator ecosystems to foster community loyalty and cultural impact. A $21.5 million Series A funding round in February 2022, led by Volition Capital, supported portfolio growth, e-commerce enhancements through dedicated online stores, and diversification into web series and experiential activations, enabling the firm to evolve from meme aggregation toward broader media production and consumer goods. This creator-centric strategy prioritizes organic virality over traditional media buys, positioning the company to capitalize on social platform algorithms and audience engagement for sustained scalability.

Content Brands

Middle Class Fancy

Middle Class Fancy is a social media brand specializing in satirical memes and content that humorously depicts middle-class American lifestyles, consumer habits, and suburban aspirations. The brand was acquired by Doing Things Media in December 2018, when its Instagram account had approximately 842,000 followers. Under Doing Things Media, it has expanded into merchandise sales and branded partnerships, maintaining a focus on relatable, ironic commentary on everyday indulgences like chain restaurants, casual apparel, and family-oriented activities. The content primarily features image macros, short videos, and posts that exaggerate "fancy" elements of middle-class existence, such as overpriced casual dining or branded leisure wear, often using recurring characters to personify archetypes like the suburban dad ("Rand") or entitled parent ("Karen"). These memes link consumer choices to signals of social stability, poking fun at behaviors tied to brands like or generic BBQ gear without overt criticism of class structures. Posts emphasize self-deprecating humor, with slogans like "LiFe Is GoOd" appearing across platforms, fostering a around shared, unpretentious experiences. In August 2021, Middle Class Fancy collaborated with Guy Fieri's Flavortown Kitchen to launch the "Rand Burger," a limited-time menu item inspired by the brand's character, available at select locations and marketed as embodying middle-class excess. This partnership highlighted the brand's ability to translate online into real-world products, blending culture with fast-casual dining. As of 2025, the Instagram account boasts over 3 million followers, with content distributed across Facebook (over 123,000 likes) and a dedicated e-commerce site selling apparel like t-shirts and hats featuring ironic designs. The brand's merchandise, produced in the United States, targets audiences valuing soft, casual cotton items with slogans evoking nostalgia and mild extravagance, contributing to Doing Things Media's portfolio of culturally resonant properties.

All Gas No Brakes

All Gas No Brakes is a YouTube channel specializing in gonzo journalism, featuring unscripted interviews with participants at fringe cultural events, political gatherings, and unconventional subcultures across the United States. Launched in fall 2019 by Andrew Callaghan shortly after his graduation from Loyola University New Orleans, the series gained traction through its raw, handheld camera style and Callaghan's deadpan delivery while donning a thrift-store suit and lavalier microphone. Doing Things Media partnered with Callaghan to fund production, enabling RV-based road trips that captured content at locations such as Bigfoot hunting expeditions, Proud Boys rallies, and adult film industry conventions. The channel's episodes emphasize direct, often absurd exchanges that reveal participants' motivations without heavy narration or judgment, blending documentary realism with comedic undertones. Popular installments include " Hunting" (uploaded circa 2020, exceeding 4.5 million views) and " Rally" (over 4.2 million views), which showcased interviews at eccentric or polarizing events. By early 2021, the channel had accumulated roughly 1.7 million subscribers and 93 million total views across 23 videos, reflecting its appeal to audiences seeking unpolished perspectives on American eccentricity. In May 2020, Doing Things Media collaborated with —founded by and —to develop All Gas No Brakes into a television series, aiming to expand its format beyond . Contractual disputes emerged in 2021, as Doing Things Media sought accelerated output under a comprehensive deal granting them ownership of all content, branding, and . Callaghan and his team—frustrated by demands for higher volume and a proposed internal "promotion" perceived as a —departed, retaining creative control for future projects while ceding the original channel to Doing Things. The split prompted Callaghan to launch Channel 5, an independent continuation of similar man-on-the-street reporting. Doing Things Media maintained ownership of All Gas No Brakes through at least 2022, though the channel saw reduced activity post-departure. In May 2025, Channel 5 announced it had repurchased All Gas No Brakes, signaling a potential revival under Callaghan's oversight and redirecting fans to the original channel for updated content. This transaction concluded Doing Things Media's stewardship of the brand, which had amplified its reach during the partnership but highlighted risks in creator-network agreements.

Recess Therapy

Recess Therapy is a web series featuring interviews with young children, typically aged 2 to 10, who offer candid advice on life topics ranging from social interactions to personal dilemmas, hosted by comedian Julian Shapiro-Barnum. Produced by Doing Things Media as part of its portfolio of creator-driven content, the series emphasizes unscripted, playground-style conversations in public spaces to capture children's unfiltered perspectives. Launched in April 2021, it quickly gained traction on platforms like , , and through short-form videos highlighting humorous or insightful responses. Shapiro-Barnum, the creator and host, approaches children in recreational settings, posing relatable questions such as "How do you make friends?" or seeking guidance on adult stressors, often resulting in responses that blend innocence with unexpected wisdom. The format avoids heavy editing to preserve authenticity, aligning with Doing Things Media's strategy of fostering viral, community-engaged content from niche creators. Episodes occasionally incorporate guest celebrities, such as promoting a mustache-themed segment in 2023, or experimental formats like an AI-child comparison video released on October 23, 2025. The series achieved breakout virality with the August 2022 episode featuring , a enthusiastically describing corn as "a big lump with kernels," which garnered over 40 million views across platforms and spawned memes, merchandise, and a promotional campaign. By 2023, had accumulated 2.8 million followers and 190 million likes, with videos routinely exceeding 1 million views for popular installments. Its integration into Doing Things Media's ecosystem has enabled cross-promotions and expanded reach, contributing to the company's focus on culturally resonant, low-production-cost content that leverages social algorithms.

Overheard

Overheard is a content brand specializing in humorous posts of anonymized, eavesdropped conversations captured in urban settings such as , , and , as well as themed accounts like Overheard Dating. The brand was founded in 2015 by Jesse Margolis, who began sharing an absurd conversation overheard at an grocery store in on , leading to viral growth through relatable, absurd, and culturally insightful snippets that encourage self-reflection via everyday humor. In January 2023, Doing Things Media acquired Overheard to integrate it into its portfolio of creator-driven brands, enabling investments in new platforms amid the shift toward short-form video content. Post-acquisition, Overheard expanded beyond static posts to include merchandise, live events, comedy roasts, and licensing opportunities, with accounts like Overheard New York achieving notable growth in these areas by late 2024. In January 2024, Overheard launched "Hot and Single - The Podcast" in partnership with , adapting its Gen Z-focused dating content from video series into audio format to explore overheard romantic anecdotes and broaden audience engagement. This initiative aligned with Doing Things Media's strategy to diversify revenue through extensions, leveraging Overheard's established voice in capturing unfiltered social interactions for comedic and observational value.

Bob Does Sports

Bob Does Sports is a YouTube channel produced by Doing Things Media, specializing in comedic content featuring a group of recurring personalities engaging in "brilliantly dumb sporting adventures." The channel, hosted by Robby Berger under the persona of , centers on lighthearted challenges, matches against professionals, and humorous on-course antics, often involving characters like Bobby Fairways, Joey Coldcuts, Fat Perez, Binny the Jet, and Ticket. Launched by Berger, it has amassed over 1.17 million subscribers and hundreds of millions of total views as of October 2025, with recent videos such as the channel's Halloween special garnering 875,000 views within days of upload. Robby Berger, the creator and central figure, initially worked as a doorman at the Four Seasons hotel in New York before transitioning to content creation full-time around 2022. He envisioned Bob Does Sports as a broader platform covering multiple sports, but content rapidly dominated due to its viral appeal and Berger's personal affinity for the game, leading to a focus on amateur-professional matchups and skill-building challenges. Key collaborators include Schau as Perez, whom Berger scouted early for his relatable, self-deprecating humor, and Joey Demare as Joey Coldcuts, whose friendship with Berger dates back years and contributes to the group's improvisational dynamic. The content emphasizes unscripted banter, exaggerated failures, and celebratory moments, differentiating it from traditional instruction by prioritizing entertainment over technique. The channel's production integrates sponsorships, such as promotions, and events like the Invitational organized through Doing Things Media partnerships. Revenue streams include advertising, merchandise sales—reportedly matching ad income—and branded series highlighting golf's casual side. Notable milestones include breaking 80-stroke rounds documented in videos exceeding 1 million views, collaborations with PGA pros like , and expansions into podcasts like Brilliantly Dumb for off-course discussions. As of 2025, Bob Does Sports has solidified its niche by blending accessibility with absurdity, attracting a dedicated audience of casual golfers while avoiding overly polished narratives.

Other Brands

Doing Things Media maintains a broad portfolio exceeding 40 niche digital brands centered on humor, memes, and lifestyle content across platforms like and . These include Animals Doing Things, which specializes in short videos capturing animals in relatable or comedic scenarios, amassing millions of followers through viral animal behavior clips. Similarly, Shitheadsteve features absurd, low-budget comedy sketches starring performer , often involving pranks and everyday mishaps that have driven over 10 million followers since its acquisition. Other notable brands encompass House of Gaming, focused on competitive gaming highlights and commentary; Rad Dad, delivering relatable fatherhood humor through memes and skits; and Trashcan Paul, which produces satirical content on consumer culture and waste-related antics. Breezy Golf offers lighthearted instruction and fails, appealing to casual sports enthusiasts, while Kookslams highlights extreme sports wipeouts and tricks, particularly in and skating. FourTwenty centers on cannabis culture with comedic edibles reviews and lifestyle posts, reflecting niche subcultures within the portfolio. This collection of brands collectively reaches over 90 million users, emphasizing via shareable, platform-native formats rather than traditional . Acquisitions and in-house development have expanded the lineup since 2022, prioritizing content with high engagement rates, such as Shitheadsteve's videos averaging millions of views per post. The strategy integrates these properties into monetized ecosystems, including merchandise and sponsorships, distinct from the company's flagship video series.

Business Developments

Funding and Investments

Doing Things Media secured $21.5 million in Series A funding on February 2, 2022, led by Volition Capital. The investment aimed to accelerate growth, expand the portfolio of internet brands, and support content creation and community engagement initiatives. Prior to this round, the company had achieved profitability, generating over $10 million in revenue in 2021 primarily from sponsored advertisements and e-commerce. No additional funding rounds have been publicly announced as of late 2024, with the company reporting nearly $40 million in gross revenue for that year, indicating sustained operational growth without further external capital infusions. Volition Capital's involvement reflects a focus on digital media firms with strong community-driven brands, aligning with Doing Things Media's model of incubating viral content creators. The absence of subsequent venture investments suggests reliance on internal cash flows and diversified revenue streams, such as brand merchandise and partnerships, to fuel expansion.

Partnerships and Revenue

Doing Things Media achieved nearly $40 million in gross revenue in 2024, a substantial increase from over $10 million reported for 2021. This growth reflects diversification beyond initial reliance on sponsored advertisements and , with approximately 60% of 2024 revenue stemming from overall, and the remainder from e-commerce sales, live events, and content licensing agreements. Sponsored content partnerships with brands continue to drive a significant portion of advertising income, enabling monetization of the company's portfolio of over 40 brands. Key revenue streams include merchandise from brands like Bob Does Sports, which generates equal shares from advertising and product sales, and expanded initiatives across its properties. Content licensing has emerged as a supplementary channel, particularly through deals extending viral videos to non-digital platforms. The company maintains a dedicated and Partnerships team to cultivate these opportunities, focusing on strategic alignments that leverage audience engagement for mutual commercial benefit. Notable partnerships include a 2021 collaboration with Loop Media, which distributed Doing Things Media's viral content—such as clips from and brands—to out-of-home venues like restaurants and retail spaces, creating a dedicated channel for broader exposure and ad monetization. More recently, the firm entered a for the "Have a Day" brand with Pink Reef, rolling out distribution state-by-state to tap into consumer products tied to its cultural content. Individual brands have also seen gains; Overheard, for example, doubled its in 2024 through targeted brand partnerships. These efforts underscore a shift toward integrated models combining digital advertising with experiential and product-based extensions.

Reception and Impact

Achievements and Audience Metrics

Doing Things Media secured $21.5 million in Series A on February 2, , led by Volition Capital, to expand its portfolio of internet brands and content operations. The company reported profitability and over $10 million in revenue prior to the round. In 2024, it achieved a record year with nearly $40 million in gross revenue, diversifying into new streams such as consumer products and live events alongside its core and video content. The company expanded through the acquisition of the brand Overheard on January 11, 2023, integrating it into its social and meme portfolio. One of its brands, , received a nomination for a Webby Award in 2023 for video series and channels. Doing Things Media operates over 25 social-first brands, publishing more than 100 pieces of content daily across platforms like and . Its portfolio claims to reach 85 million followers collectively. Individual brands demonstrate significant engagement: All Gas No Brakes has amassed 1.67 million subscribers and over 92 million total views as of late 2025. maintains 3.25 million Instagram followers. The Bob Does Sports Podcast channel holds 103,000 subscribers. These metrics reflect the company's focus on viral, shareable content driving audience growth.

Criticisms and Cultural Debates

In 2021, Doing Things Media faced significant backlash over its dispute with , the creator of the All Gas No Brakes series, which DTM had partnered with and monetized through and advertising. DTM terminated Callaghan's involvement in February 2021 after he failed to produce the required two exclusive videos per month as stipulated in his contract, leading the company to retain control of the channel, its , and associated revenue streams. Callaghan publicly described the arrangement as exploitative, alleging DTM had effectively seized his work without adequate compensation or creative input, prompting fan outrage and boycotts on platforms like and . DTM countered that all actions adhered to the explicit terms Callaghan had signed, including the transfer of IP rights, framing the split as a necessary enforcement of production quotas to sustain the brand's output. This episode ignited debates within the digital creator community about the risks of partnering with media companies, particularly regarding opaque contracts that favor institutional control over individual creators' autonomy and equity. Critics, including Callaghan's supporters, argued that such deals exemplify how emerging platforms exploit viral talent by prioritizing scalability and advertiser-friendly content over artistic independence, potentially stifling innovative voices in and street-level reporting. Proponents of DTM's approach, however, emphasized the value of professional infrastructure—such as funding for travel, editing, and distribution—that enabled All Gas No Brakes to reach millions, contrasting it with the precarity of solo operations. Callaghan relaunched independently as Channel 5 in April 2021, raising over $100,000 via in its first weeks to underscore fan-driven alternatives to corporate media structures. Niche criticisms have also emerged around DTM's humor-focused brands, such as portrayals in videos that mock cyclists or urban commuters, which some advocacy groups claim amplify anti-bicycle sentiments and contribute to cultural antagonism toward . A 2021 Reddit analysis highlighted how such content, tied to advertisers like Bud Light and , generates substantial revenue—potentially millions annually—by tapping into "bro culture" tropes that deride alternative lifestyles, though these claims lack independent verification and represent minority viewpoints amid DTM's broad appeal. Broader cultural discussions critique the formulaic nature of DTM's meme and video ecosystem, where repetitive motifs across brands like Overheard and prioritize virality over depth, raising questions about the of shareable, low-barrier content in an dominated by algorithms. Observers note that while this model drives engagement—evidenced by DTM's 30 million-plus Instagram followers by 2019—it may erode trust in by favoring , though empirical data on audience retention suggests strong loyalty among younger demographics.

Broader Influence

Doing Things Media has contributed to the proliferation of meme-driven content across social platforms, operating over 35 accounts with a collective following exceeding 75 million users as of 2025, which has amplified the role of short-form, relatable humor in shaping online conversations. This approach has normalized viral, creator-led formats that prioritize cultural relevance over polished production, influencing how younger demographics engage with and by favoring authenticity and shareability. By acquiring and scaling brands like All Gas No Brakes and ShitheadSteve, the company exemplifies a shift toward decentralized media ecosystems, where independent creators transition into structured enterprises, challenging traditional gatekept outlets. Economically, DTM's expansion into consumer products, live events, and branded experiences has demonstrated the viability of monetizing digital communities beyond ad revenue, achieving approximately $40 million in gross revenue for 2024 through diversified streams. This model has inspired similar ventures in the , highlighting causal links between audience engagement metrics and tangible business outcomes, such as $21.5 million in Series A raised to fuel growth. Such developments underscore a broader trend where social-first entities legacy media's dominance, fostering in content distribution while exposing vulnerabilities like dependency on platform algorithms. In political spheres, DTM's brands have extended influence through meme campaigns, notably partnering with Michael Bloomberg's 2020 presidential bid to deploy humorous content aimed at younger voters on , illustrating memes' potential as tools for narrative framing outside conventional . This application reveals how viral formats can bypass traditional filters, enabling rapid opinion mobilization, though outcomes depend on execution rather than inherent efficacy, as evidenced by Bloomberg's campaign suspension in March 2020 despite such efforts. Overall, DTM's operations reflect empirical patterns in evolution, where high-engagement content drives cultural currents but invites scrutiny over sustainability amid platform policy shifts and creator disputes.

References

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  24. https://www.qsrmagazine.com/news/guy-fieris-flavortown-kitchen-partners-lifestyle-brand-middleclassfancy-debut-rand-burger/
  25. https://dbknews.com/2021/09/27/guy-fieri-flavortown-middle-class-fancy-brand-collab/
  26. https://www.facebook.com/middleclassfancy/
  27. https://middleclassfancy.com/
  28. https://www.nytimes.com/2021/03/23/style/all-gas-no-brakes.html
  29. https://thehustle.co/all-gas-no-brakes-the-inside-story-of-the-internets-favorite-interview-series
  30. https://www.vice.com/en/article/all-gas-no-brakes-is-capturing-americas-weird-underbelly-on-an-rv-road-trip/
  31. https://www.youtube.com/channel/UCtqxG9IrHFU_ID1khGvx9sA
  32. https://socialblade.com/youtube/handle/allgasnobrakesshow
  33. https://deadline.com/2020/05/tim-heidecker-eric-wareheim-abso-lutely-productions-doing-things-media-all-gas-no-brakes-1202939110/
  34. https://www.tubefilter.com/2021/04/06/all-gas-no-brakes-split-doing-things-media-new-venture-channel-5/
  35. https://www.niemanlab.org/2022/07/youtube-hit-channel-5-news-is-reporting-for-people-who-dont-watch-the-news/
  36. https://www.youtube.com/watch?v=CMw85FyrLww
  37. https://brobible.com/culture/article/all-gas-no-brakes-contract-break/
  38. https://abcnews.go.com/US/recess-therapy-highlights-kids-candid-comments/story?id=89955767
  39. https://www.kennethcole.com/blogs/archive/recess-therapy
  40. https://www.nytimes.com/2022/02/11/style/recess-therapy-julian-shapiro-barnum.html
  41. https://www.socialchain.com/social-minds/podcast/doing-things-media-when-creators-become-business-empires/
  42. https://www.youtube.com/watch?v=AvKx6KOUTUc
  43. https://www.youtube.com/watch?v=1VbZE6YhjKk
  44. https://www.axios.com/2022/12/20/doing-things-media-overheard
  45. https://www.imdb.com/fr/news/ni63905065/
  46. https://www.linkedin.com/company/overheard
  47. https://www.podcastnewsdaily.com/news/hit-online-gen-z-dating-show-hot-single-makes-the-leap-into-audio-with-new/article_c6b2c0da-c50d-11ee-b094-e79973ca6770.html
  48. https://www.axios.com/pro/media-deals/2024/01/29/overheard-hot-single-podcast-tinder
  49. https://hypeauditor.com/youtube/UCqr4sONkmFEOPc3rfoVLEvg/
  50. https://www.speakrj.com/audit/report/UCqr4sONkmFEOPc3rfoVLEvg/youtube
  51. https://golf.com/lifestyle/bob-does-sports-business-unlikely-rise/
  52. https://golf.com/news/how-star-bob-does-sports-discovered-sidekick-fat-perez/
  53. https://www.youtube.com/watch?v=lYPi9GHMfVM
  54. https://mashable.com/article/bob-does-sports-profile-robby-berger-fat-perez-joey-coldcuts-youtube-golf
  55. https://www.youtube.com/watch?v=FHbr1eVPl1s
  56. https://www.youtube.com/watch?v=Rkznn1jjPT4
  57. https://jobs.volitioncapital.com/companies/doing-things-media
  58. https://www.cbinsights.com/company/doing-things-media
  59. https://www.crunchbase.com/funding_round/doing-things-media-series-a--ee63d6ba
  60. https://www.volitioncapital.com/news/forbes-doing-things-media-raises-21-5-million-series-a/
  61. https://theorg.com/org/doing-things-media/teams/brand-and-partnerships
  62. https://www.globenewswire.com/news-release/2021/03/03/2186228/0/en/Loop-Media-Partners-with-Doing-Things-Media-to-Bring-the-Internet-s-Funniest-and-Most-Viral-Videos-to-Restaurants-Venues-and-Retail-Establishments.html
  63. https://deadline.com/2023/04/webby-awards-2023-nominations-complete-list-1235317414/
  64. https://doingthings.media/
  65. https://hypeauditor.com/instagram/recess_therapy/
  66. https://www.youtube.com/%40Bobdoessportspod
  67. https://podcastle.ai/blog/what-happened-to-all-gas-no-brakes/
  68. https://www.reddit.com/r/bicycleculture/comments/mqtocy/doing_things_media_is_making_a_fortune_from_being/
  69. https://marketingltb.com/blog/statistics/meme-statistics/
  70. https://www.linkedin.com/pulse/doing-things-media-meme-empire-revolutionizing-digital-kebriaei-mveke
  71. https://www.crunchbase.com/organization/doing-things-media
  72. https://kuey.net/index.php/kuey/article/download/4711/3493/10718
  73. https://neoreach.com/michael-bloomberg-campaign/
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