Yes Theory

Yes Theory is a digital media brand built around a YouTube channel and a social network community documenting the adventures and travels of Matt Dajer, Ammar Kandil and Thomas Brag.

Formed in the summer of 2015 the YouTube channel has gone on to gain over 4 million subscribers, They have gained coverage in Forbes , New York Times , Variety due to their interview with the Prime Minister of Canada Justin Trudeau, stunts with Will Smith, visits and travels around the world., and message of inclusivity

According to the New York Times they were picked up the Murdoch family owned Vertical Network. They then moved to Venice Beach California and gained in prominence and notoriety. They have been featured in a range of national and international media, and have been invited to give a TEDx talk in Panama.

In addition to meeting statesmen, celebrities and travel, their videos have been noted as being warm and upbeat. As noted in the Irish Mirror "their content is so positive and inspirational". They also make a point of trying to put themselves in difficult, mentally challenging situations, or in their words to "Seek Discomfort".

Yes Theory
Occupations	YouTuber entrepreneur
YouTube information
Channel	YesTheory
Years active	2015–present
Genres	vlog comedy travel
Subscribers	4.08 million
Total views	417 million
Network	Vertical Network
Website	yestheory.com

Background

The group met in Montreal, Canada, but have an international origins from four continents. Brag was born in 1993, in France, to Swedish parents, and attributes a sense of adventure spirit to his parents. He received his BA degree from McGill University where he majored in entrepreneurship. He also spent a semester at Draper University.

Dajer was born in 1992, in Canada and grew up in New York and Paris. Dajer also obtained his Bachelor of Arts degree in History from McGill University in 2014.

Kandil was born in 1994 in Egypt and spent his early life outside of Cairo. He showed sufficient aptitude that he was enrolled in the African Leadership Academy in South Africa. In 2011 due to the Egyptian revolution his family felt it was unsafe to return and ended up moving to North America and studying at Quest University on a scholarship. Derin Emre was born in Turkey and helped out initially as cameraman.

The group met and started to work together on the Yes Theory project in the summer of 2015, in a series of fortuitous events, and a chemistry between the group bonded them as business partners and friends.

Origins of Yes Theory

Yes Theory started as a series of challenges organised by Dajer and Brag (with help from Kandil and Derin) filmed in Montreal Canada in the summer of 2015, a project initiated by Brag under the name "Project 30".

These light-hearted challenges included creating a painting; meeting the mayor of Montreal; giving out roses to people who smiled; and going surfing in Montreal. Each challenge was designed to push the group outside of their comfort zone.

They successfully approached the Prime Minister of Canada Justin Trudeau initially for a Christmas card which they sold for charity with proceeds going to Syrian refugees. Trudeau commented at the time "great stuff around diversity", and later met up with the group for a sit down interview.

As the group hailed from America, France and Egypt they decided to promote a message of inclusivity and peace, and stood up publicly with signs saying their origins and "Love over Fear". The event was featured on the national broadcaster CTV, and described on CBC as "a public plea for harmony in the wake of last week's terror attacks in Beirut and Paris."

The Yes Theory group were picked up by Elizabeth Murdoch who signed the group to a new digital platform, Snapchat Discover in the winter of 2015. With the funding of a the Murdoch family behind them they were able to move to Venice Beach, California and invest in high end cameras and equipment.

Rise to Prominence

After moving to Venice, California and being signed to Vertical Networks, they gained the funding and resources for their Youtube channel to really take off. They have stated they are influenced in style by Casey Neistat, although they have several other influences.

They went on a series of international trips, including to Egypt, Paris, London and the Caribbean. they gained media attention in London by welcoming British people at Heathrow with hugs, described in the press as "truly heartwarming." While they have committed a number of pranks or stunts they are notably done in a wholesome and positive way. An example of this was giving a 6 year old the opportunity to "make his dream day come true".

A culture jamming prank designed to fool the media of Justin Bieber eating a burrito sideways was taken seriously by a number of national and international media channels . As The Verge stated at the time "Vanity Fair ran the story as such. Paper Mag, Vice, Cosmopolitan, and even the BBC all picked up on the story. Yes Theory’s plan to spread a hoax went exactly as planned. Just about everyone fell for it"

Will Smith bungee

1 million subscribers

Other activities they've embarked on include taking an Irish girl on a last minute trip to Japan, who said of the experience "they try to connect to people around the world and let them know that they're not alone and bring people together."

Frozen Alive

In spring of 2019 they released Frozen Alive, a feature length documentary about endurance athlete Wim Hof. This was following a visit to Poland and spending 4 days with Hof learning his method, and ascending a mountain, all while bare chested and legged, as an endurance feet. . This was their first long form documentary.

References

Barrie, J. (2016, October 3). Foreigners welcome Brits at Heathrow with hugs – and it's truly heartwarming. The Mirror. Retrieved from https://www.mirror.co.uk/news/real-life-stories/foreigners-welcome-brits-heathrow-hugs-8969189

Barnes, B. (2018, September 30). With a Murdoch in Charge, a Start-Up Leads the Way on Mobile Video. The New York Times. Retrieved July 23, 2019 Mensah, D. (2018, October 26). 'Justin Bieber's burrito' and other foods eaten 'wrong'. BBC News.

Byrne, A. (2019, February 5). Irish girl gets taken on last minute dream trip to Japan by YouTube stars. Irish Mirror.

CBC News. (2015, November 16). Terror attacks inspire a made-in-Montreal 'act of love'. CBC News.

Dunlop, M. (2015, July 21). Montreal web series Project 30 reaches more than 200K views Project 30 series aims to inspire people to get out of their comfort zone". CBC News.

Krass, P., & Krass, P. (2018, October 2). To Improve His Mental Health, Yes Theory Co-Founder Seeks Discomfort (And A Boost From Will Smith). Forbes.

Mensah, D. (2018, October 26). 'Justin Bieber's burrito' and other foods eaten 'wrong'. BBC News.

Spangler, T. (2018, September 20). Will Smith Shares YouTube Video of His First Bungee Jump, Leading Up to Grand Canyon Stunt. Variety.

Spangler, T. (2018, September 11). Elisabeth Murdoch’s Vertical Networks Names Jesús Chavez CEO. Variety.

Alexander , J (2018, Oct 29) “The Bizarre Justin Bieber Burrito Incident Reminds Us Not to Believe Everything Online” The Verge, 29 Oct, 2018.

Rossignol, D “This Is What Happens When You Give a 6-Year Old $1,000 to Spend in a Day.” Nerdist, 5 July 2018.

https://www.independent.co.uk/life-style/will-smith-50th-birthday-bungee-jumping-celebrate-helicopter-grand-canyon-youtube-a8556296.html

https://m.hifipublic.com/en/2019/03/22/6-youtube-channels-you-should-try-out/

https://www.telegraph.co.uk/tv/2018/07/28/youtube-originals-starry-new-series-line-up-features-will-smith/

https://nerdist.com/article/6-year-old-gets-1000-dollars-to-spend-in-1-day/

https://www.thesun.co.uk/news/2179730/two-daredevil-friends-ask-world-champion-kickboxer-riyadh-al-azzawi-for-a-spin-in-his-gold-ferrari-and-he-says-yes/ https://www.standard.co.uk/news/london/pranksters-blag-joy-ride-in-bling-goldplated-ferrari-owned-by-world-champion-kickboxer-riyadh-a3394596.html

https://www.thesun.co.uk/living/3475580/the-best-boyfriend-ever-man-pranks-his-girlfriend-with-seven-different-surprises-to-give-her-the-best-day-and-she-has-no-idea-hes-behind-it/

https://www.cbc.ca/player/play/2680886797