Mr Beast recently announced his plans to create his own branded mobile network in the United States as a cornerstone to profitability for his brand. As a 27 year old that has 430million YouTube subscribers, that's a pretty chunky number of potential customers who can't wait to get more direct access to their favourite creator.
But for creators, what are the benefits of choosing a mobile network as the route to monetising your content and connection with fans and followers?
Bypass the tech bros.
Social media stars who are thinking about the future understand how fickle the platforms they play on can be. Algorithms can change overnight with significant impacts to revenue and other traditional sources like brand deals aren't guaranteed forever. Only a small percentage of creators make significant income.
Big creators and social personalities have to think about how they can monetise their content and their brand early doors to have a chance of longevity. Creating a mobile network is a way to future proof their brand and build a sustainable, recurring revenue model outside of the social platforms, in a space completely owned by them and their personal brand.
Think of a celebrity's social media accounts, like Instagram or TikTok, as a massive public market. They can set up a stall there to sell their products and talk to fans. But they don't own the land—the platform owner does. That means the market owner can change the rules, move their stall to a dark corner, or even shut it down at any time.
Now, a celebrity creating their own mobile network is like building their own private town. They lay the roads (the network), build the homes (the phone plans), and invite their most loyal fans to live there.
In this private town:
- They control the conversation: They can send a personal newsletter to every resident's mailbox (a direct push notification) instead of just shouting into the busy market square where not everyone will hear them.
- They can offer exclusive perks: Residents get special access to the town hall for meetings (behind-the-scenes content), first dibs on event tickets, and discounts at all the local shops (their merchandise).
- They own the data: They get to know their residents directly—what they like, where they shop—instead of relying on a third party to guess.
- They have a stable, long-term business: Instead of just getting a one-time fee for a stall in the market, they get rent every month from a loyal community of residents.
In short, a mobile network turns a celebrity's audience from rented followers into permanent residents of their brand's own private world.
Why would someone want a celebrity network instead of a traditional mobile service provider?
A celebrity mobile network goes beyond a simple phone plan. The decision is less about the technical specifications of the network and more about an emotional connection, a sense of belonging, and exclusive benefits.
Here are the key reasons why someone would subscribe:
- Exclusive Content and Perks: This is often the primary motivator. Subscribers get access to content, experiences, and merchandise they can't get anywhere else.
- This could include:
- Behind-the-scenes content: Early access to music videos, unreleased tracks, movie trailers, or training insights for athletes.
- VIP access: Priority or exclusive access to concert tickets, live events, or product drops.
- Community features: Access to private forums, group chats, or live Q&A sessions with the celebrity or other dedicated fans.
- Unique digital content: Custom emojis, wallpapers, or augmented reality filters.
- A Sense of Community and Identity: Fans often see a celebrity's mobile network as a way to show their loyalty and feel like they are part of an exclusive club. It's a way of saying, "I'm a true fan, and this is how I show my support." Subscribing to the network becomes a form of identity and a way to connect with other like-minded individuals.
- Perceived Value and Affordability: Some celebrity MVNOs, like Ryan Reynolds' Mint Mobile, have succeeded by offering a transparent and simple pricing model that is more affordable than traditional carriers. The celebrity's brand is associated with value and a no-frills approach, which appeals to a broad audience looking to save money.
- Direct Communication: A mobile network provides a direct line of communication between the celebrity and their fans. While social media algorithms can limit a post's reach, a push notification or a direct message from the network is almost guaranteed to be seen. This direct, uninterrupted access is highly appealing to fans who want to feel a closer connection.
- Brand Loyalty and Trust: For many fans, the celebrity's name is a trusted brand. If they believe in the celebrity's values and products, they are more likely to trust them to provide a reliable service. This is particularly effective when the celebrity has a strong, authentic connection to the product, as Ryan Reynolds did with Mint Mobile.
In essence, a celebrity mobile network transforms a commodity (phone service) into a loyalty product. It's a business model that capitalizes on a fan's desire for a deeper connection with their favorite public figure, turning a monthly bill into an ongoing subscription to their brand's universe.
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