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In this week’s newsletter: a YouTuber’s non-lethal version of Squid Game was a viral success – and could be the bleak future of ‘creator’ cultureDon’t get the Guide delivered to your inbox? Sign up hereI’ve long been fascinated with the mega-YouTuber Jimmy ‘Mr. Beast’ Donaldson, who is 23 years old and richer than God.There’s something perennially fascinating about basically all YouTubers who sit at the top of the content tree, because they really are making and remaking their own worlds, shaping entertainment into something it’s never really been before – look at Logan Paul, who first typified the rise-and-grind make-a-prank-video-every-day-and-sell-merch-about-it mindset, then got cancelled for accidentally filming footage of a corpse, then went away for a month, came back with a slightly less fluffy more sincere haircut, mumbled something about how he’d “do better” and now he has one of the biggest podcasts in the world and boxed Floyd Mayweather Jr for an estimated $20m. Continue reading...