At the recent 1 Billion Followers Summit in Dubai’s Jumeirah Emirates Towers, the founders of Yes Theory revealed how their radical approach to content creation transformed a simple idea into a global digital phenomenon. What began in 2015 as an experimental project among strangers has evolved into a YouTube powerhouse with 9.8 million subscribers, built upon principles of human connection, curiosity, and intentional discomfort.
Co-founder Thomas Brag recounted the brand’s humble origins during a panel discussion, noting, “We were just strangers. He was crashing on my couch, literally.” This personal beginning established an authentic foundation that would become central to their success. The group discovered the transformative power of embracing fear, saying yes to opportunities, and approaching life with open-hearted compassion.
The journey from casual content creation to business sustainability required balancing artistic vision with commercial realities. Brag emphasized the necessity of embracing both creative and entrepreneurial roles: “For us, it’s about embracing the startup founder just to empower the artist.” This dual approach proved essential for longevity in YouTube’s highly competitive and ever-evolving landscape.
Financial sustainability emerged through their clothing brand, Seek Discomfort, which has generated approximately $552,000 (Dh2 million) in revenue since May 2024. Co-founder Ammar Kandil explained how this venture enabled creative freedom: “Ultimately, having revenue coming from Seek Discomfort allowed us to invest in projects that I don’t know if we would have been able to do if we were just relying on brand deals or AdSense.”
The brand’s success demonstrates the power of values-driven creation. Kandil referenced the ‘1,000 true fans’ theory, noting that genuine audience connection emerges when work originates from honest personal values and self-reflection. Their multi-founder structure also provided resilience, allowing members to rotate creative leadership while preventing burnout and maintaining momentum.