The Great Media Migration: Why MrBeast’s North Carolina Hub Signals a Shift Away From Hollywood
The allure of working for YouTube behemoth MrBeast is undeniable. But for many media professionals, the dream job comes with a significant caveat: relocating to Greenville, North Carolina. This isn’t a minor inconvenience; it’s a culture shock. “It’s the polar opposite of where anyone working in the entertainment industry would expect to live,” one former MrBeast creative bluntly stated. This trend isn’t isolated to MrBeast; a growing number of digital content creators are establishing production hubs outside traditional media capitals, and it’s poised to reshape the industry landscape.
From LA to the Tar Heel State: The MrBeast Effect
Greenville, a college town of roughly 90,000, revolves around East Carolina University. While offering a lower cost of living – a stark contrast to the $20 collagen-peptide smoothies of Los Angeles – it presents a different lifestyle. MrBeast, born Jimmy Donaldson, intentionally built his empire in his hometown, leveraging local resources and a supportive community. Now, with over 400 million subscribers, his operation is a major economic driver, recently securing a $15 million grant from North Carolina – half the state’s film and entertainment budget – to film “Beast Games” for Amazon Prime Video.
The shift isn’t universal within the MrBeast organization. The team behind Feastables, his chocolate brand, remains in Chicago. However, the core YouTube creative staff – producers, editors, and on-set personnel – are increasingly expected to be based in North Carolina. For the approximately 300 employees in Greenville, the social life often centers around work. “It was almost entirely Beasters hanging with Beasters,” a former producer revealed. This insular environment, while fostering a strong team dynamic, can be isolating for those accustomed to the diverse social scenes of larger cities.
A Wider Trend: Decentralizing Digital Content Creation
MrBeast’s move isn’t an anomaly. ESPN recently faced similar pushback when relocating “SportsCenter” staff from Los Angeles to Stamford, Connecticut. Hollywood creatives are routinely asked to spend extended periods filming in tax-incentive locations like Albuquerque, New Mexico. The rise of platforms like YouTube and TikTok, which aren’t geographically bound, is accelerating this decentralization. Creators like Dhar Mann and Alan Chikin Chow have chosen to build their operations in Los Angeles, but others are actively seeking alternative hubs.
This trend is driven by several factors. Firstly, cost of living is a major consideration. Producing content in areas with lower expenses allows creators to reinvest more resources into their work. Secondly, state and local incentives, like the $15 million grant MrBeast received, are increasingly attractive. Finally, a desire for community and control plays a role. Building an operation in a smaller city allows creators to exert greater influence and foster a unique company culture.
The “Vibe Check” and the Future of Creative Talent
MrBeast has implemented a “vibe check” – a 90-day contractor period – to assess whether new hires are a good fit for Greenville and the company culture. This isn’t just about logistical feasibility; it’s about finding individuals who are adaptable, humble, and receptive to Donaldson’s unique content style. “People who come from filming videos for news…they think, ‘I can do that, so I can work here,’” a former staffer explained. “The problem is it’s so vastly different.”
The implications for the creative workforce are significant. While a stint at MrBeast can be a valuable resume booster – “People are constantly hitting up my LinkedIn for a chance to poach someone from MrBeast,” one former employee noted – it requires a willingness to embrace a different lifestyle. The demand for media professionals is shifting, and those willing to relocate to emerging content hubs may find themselves with a competitive advantage.
Beyond Greenville: The Rise of Secondary Media Markets
The MrBeast example highlights a broader trend: the emergence of secondary media markets. Cities like Atlanta, Austin, and Nashville are attracting content creators and production companies, offering a blend of affordability, talent pools, and supportive infrastructure. These hubs are not necessarily replacements for Los Angeles or New York, but rather complementary ecosystems that cater to different types of content and creative approaches. Statista data shows a significant increase in film and television production outside of traditional hubs in recent years.
The future of media production is likely to be more distributed and decentralized. Creators will continue to prioritize flexibility, cost-effectiveness, and community, leading to the growth of new content hubs across the country and around the world. The question isn’t whether this shift will happen, but rather which cities will successfully position themselves to capitalize on this evolving landscape.
What are your thoughts on the decentralization of media production? Share your predictions in the comments below!
