The Try Guys

The Try Guys
Name	The Try Guys
Origin	Los Angeles, California, United States
Years active	2014–present
Genre	Comedy, documentary, reality
Current members	Keith Habersberger, Eugene Lee Yang, Ned Fulmer, Zach Kornfeld

The Try Guys are an American online video group and production company known for producing comedic, experiential, and documentary-style videos for digital platforms. Originating from a web video studio model, they gained prominence through high-visibility projects and collaborations that bridged online entertainment, mainstream media, and live touring. Their work intersects with established media institutions, celebrity partners, and festival circuits.

History

Formed within BuzzFeed's video department during the 2010s, the group emerged amid broader shifts in digital media led by companies like YouTube, Vimeo, Facebook, and Twitter as platforms for serialized content. Early projects by the collective coincided with programming trends from entities such as HBO, Netflix, Hulu, Amazon Prime Video, and NBCUniversal that emphasized short-form and branded content. The ensemble's rise paralleled viral successes achieved by creators affiliated with Smosh, CollegeHumor, Rooster Teeth, Fine Brothers Entertainment, and Jukin Media. Industry coverage from outlets like The Verge, The New York Times, The Guardian, Variety, and Forbes amplified their profile, while festival appearances at events including VidCon, SXSW, Tribeca Film Festival, Comic-Con International, and YouTube FanFest cemented their mainstream crossover. After establishing a Patreon-style subscriber base and diversifying monetization beyond ad revenue, the group departed BuzzFeed and set up an independent production company, collaborating with agencies and distributors such as WME, CAA, United Talent Agency, Spotify, and iHeartMedia.

Members

The founding on-screen ensemble consisted of four personalities who had prior associations with media and entertainment organizations including BuzzFeed Video, CollegeHumor, and regional performing arts programs. Individual members have backgrounds that brought connections to figures and institutions like The Second City, Upright Citizens Brigade Theatre, NYU Tisch School of the Arts, University of Pennsylvania, California Institute of the Arts, and apprenticeships or guest roles alongside artists from Saturday Night Live, The Late Show with Stephen Colbert, The Tonight Show Starring Jimmy Fallon, Conan O’Brien, and Good Morning America. Solo projects and guest appearances have linked members to collaborators such as Emma Chamberlain, MrBeast, Halsey, Bill Nye, Michelle Obama, RuPaul, Lizzo, Dwayne Johnson, and Ellen DeGeneres through panels, interviews, or special episodes. The ensemble also worked with behind-the-scenes personnel who previously served at BBC Studios, Endemol Shine Group, Imagine Entertainment, A24, Paramount Pictures, Warner Bros., and Sony Pictures Entertainment on production, distribution, and talent relations.

Content and Format

Their catalog uses a recurring format blending experiential challenges, skill learning, social experiments, personal essays, and investigative mini-documentaries. Episodes often mirror formats employed by shows and series from Anthony Bourdain, Vice Media, P.G. Wodehouse adaptations, and documentary strands similar to Frontline, 60 Minutes, Last Week Tonight with John Oliver and streaming originals on HBO Max. The production style incorporates cinematography and editing approaches found in projects by Ryan Coogler, Wes Anderson, Ava DuVernay, David Fincher, and music cues reminiscent of releases on NPR Music and BBC Music. The group has produced themed series, holiday specials, and crossover episodes featuring celebrities, athletes, and internet creators from rosters including Serena Williams, Tom Brady, LeBron James, Lionel Messi, Cristiano Ronaldo, Simone Biles, and entertainers associated with Broadway, West End, and major record labels like Universal Music Group, Sony Music Entertainment, and Warner Music Group.

Business Ventures and Production

Transitioning from in-studio videos to a multifaceted enterprise, they established a production company that negotiates deals with networks, streaming platforms, and advertisers such as YouTube Originals, Amazon Studios, Netflix Originals, Hulu Originals, Disney+, and corporate partners like Nike, Adidas, Target, Coca-Cola, PepsiCo, Procter & Gamble, and Samsung. They expanded into live touring and stage shows hosted in venues similar to Madison Square Garden, The Hollywood Bowl, Staples Center, and theaters on the Las Vegas Strip. The company created merchandise lines sold via ecommerce channels comparable to Amazon, Shopify, and retail partnerships with chains like Walmart and Hot Topic. Production and creative collaborations involved professionals from Pixar Animation Studios, Industrial Light & Magic, DreamWorks Animation, and post-production houses that service studio features and advertising campaigns.

Reception and Controversies

Critical and audience reception includes praise from cultural commentators in publications like Rolling Stone, Vogue, GQ, Esquire, and criticism in opinion pieces in The Atlantic and Slate debating digital celebrity culture, monetization models, and content ethics. The group faced controversies related to workplace practices, content choices, representation, and personal conduct that elicited responses from advocacy organizations including GLAAD, American Civil Liberties Union, Human Rights Campaign, and media watchdogs such as Media Matters for America. Discussions around creator accountability involved journalistic coverage by BuzzFeed News, The Independent, Los Angeles Times, The Washington Post, and investigative reporters with ties to digital media reliability debates.

Philanthropy and Cultural Impact

Philanthropic initiatives and benefit events tied the collective to nonprofits and campaigns including UNICEF, Save the Children, Doctors Without Borders, Red Cross, St. Jude Children's Research Hospital, Make-A-Wish Foundation, Planned Parenthood, American Red Cross, and disaster relief drives coordinated with organizations like GlobalGiving. Culturally, their influence intersected with internet creator economics, creator-run studios, and influencer-led education programs modeled after partnerships with institutions such as Columbia University, USC Annenberg School for Communication and Journalism, NYU Stern School of Business, and incubation programs at TechStars and Y Combinator. Their format inspired creators across networks including Smosh, Fine Brothers Entertainment, Good Mythical Morning, Jenna Marbles, Philip DeFranco, Casey Neistat, Lilly Singh, Shane Dawson, and spawned a genre of experiential web series in digital comedy and documentary practice.

Category:American YouTubers