I spent a week with Rohan Kumar. In his own words, he's the "Rick Rubin of brainrot", responsible for:
- being the 30th employee at MrBeast, leading their short form content team
- the Ramp stunt where they put Kevin from the Office in a box for 24 hours to process receipts
- consulting brands on looking cool online at Night Media, the guys who manage Kai Cenat and the Rizzler
There's very few people who understand how to get attention online better than him. I couldn't even talk to him for more than 30 seconds in a row because he was always on a call, responding to messages, or scrolling TikTok.
It's kind of awesome how much success Rohan's gotten just by asking for it. He'll DM brands asking for money to throw a party with his friends and actually get it. He built his network by messaging at least 10 people a day in college. He knows a guy for everything, to the point where for this profile's photoshoot, he set up the photographer and got a stylist friend to dress him for it.
4 years of 120 hour weeks at MrBeast drilled into him that nothing is impossible, you just have to scope it out and know who to talk to. 10 years of doomscrolling means he has a reference for every client. He manages producers and projects like engineers manage AI agents.
He's produced a body of work that's likely gotten over a trillion views at this point, yet he's never in front of the camera. I wrote for
@sfalexandria_ about how he does it.
sfalexandria.com/posts/rohan…