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Try Guys cuts ties with Ned Fulmer for work affair

Try Guys cuts ties with Ned Fulmer for work affair

The Try Guys, a comedy group that rose to fame on YouTube and created a mini media empire, announced on Tuesday that it would stop working with one of its founding members, Ned Fulmer, after he said he had a relationship. in love with an employee.

"Following a thorough internal review, we see no way forward together," wrote the band, now down to three members. Twitter. “We thank you for your support as we navigate this change.”

Fulmer, who is also executive producer of Try Guys, apologized to his wife and fans on social media on Tuesday and admitted to having had a "consensual relationship in the workplace".

After rising to prominence on the main Buzzfeed YouTube channel, the Try Guys started their own business in 2018. Their independent YouTube channel has since garnered more than 7.8 million subscribers and 2.1 billion views. They've also launched podcasts, released a New York Times bestseller, toured the United States, and landed a deal with the Food Network for a cooking show based on one of their popular video series.

The Try Guys, joined by a wider cast of characters, are known for their videos that show them taking part in new activities such as swimming with sharks or being hypnotized on camera. Although their videos are often laced with adult humor, Fulmer has sought to distinguish himself by cultivating a personal brand centered around his image as a doting husband and father. Fan accounts on YouTube have created supercuts of every time Fulmer says "my wife" in Try Guys videos. Fulmer and his wife, Ariel, also co-published "The Date Night Cookbook," a collection of recipes, and launched a parenting podcast.

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Fulmer has partnered deals with companies such as Target and the Thomas and Friends children's toy brand . In an Instagram ad from last year, he awkwardly juggled sippy cups and a bottle of baby powder before revealing a doll in his likeness. The doll shouts “My wife!” in Fulmer's voice when a button is pressed.

"It's almost schadenfreude. … People are incredibly sensitive to irony,” said Colin Campbell, professor of marketing at the University of San Diego. "By positioning himself in this arena, he's gone against himself and almost made himself a fantastic target for people to make fun of him and share memes or any kind of content about him."

Speculation about Fulmer's departure had been circulating widely on social media in the hours leading up to the announcement, and the term "wife guy" trended on Twitter after the Try Guys released their statement. The term is often used to refer to men who achieve internet fame by creating content about their wives.

The Try Guys could have risked losing publicity partners had Fulmer remained in the group, Campbell said. Brands often sign contracts with clauses that allow them to reevaluate a deal if their partner does "anything that goes against the brand's corporate values," such as a relationship with a junior employee, he said. -he declares.

"If I was a brand, I'm unlikely to want to continue working with them, at least until more information comes out," he added.

The Food Network, representatives for the Try Guys and the publisher of "The Date Night Cookbook" could not immediately be reached for comment on Tuesday evening.