React Media
| Company type | Private |
|---|---|
| Industry | Digital entertainment |
| Founded | 2011 |
| Founder | Benny Fine, Rafi Fine |
| Headquarters | United States |
Area served | Worldwide |
Key people | Marc Hustvedt (CEO from July 2018), Matt Gielen (CEO of parent company) |
| Products | YouTube series (React, MyMusic, Sing It!, Spoilers), digital content on Facebook, Snapchat, Instagram IGTV |
Number of employees | Approximately 50 (early 2016) |
| Parent | Electric Monster Media (now ZATV) since November 2021 |
React Media, LLC—previously known as Fine Brothers Productions, Inc., Fine Brothers Entertainment, Inc., FBE, Inc., and FBE, LLC—is a U.S.-based digital entertainment company established by siblings Benny and Rafi Fine. Founded in 2011, the enterprise rose to widespread recognition through popular YouTube series such as React and MyMusic, cultivating a substantial audience.
The company manages several YouTube channels including React, FBE Official, and People vs Food. In 2020, it updated the branding of its channels: FBE, FBE2, and React were renamed React, FBE, and Replay respectively. Beyond YouTube, React Media produces content for platforms like Facebook (under FBE and FBE Shows), Snapchat (Try Not To, React), and Instagram’s IGTV. Its programming slate features series like React to That, Celebs React, as well as the 2017 feature-length film F the Prom. With a subscriber base exceeding 32 million and total views surpassing eight billion, React Media holds a prominent role in the digital content sector.
The company encountered challenges in 2016 after attempting to trademark the word "React," which led to a notable decline in subscribers. Additionally, in 2020, allegations surfaced accusing the workplace of systemic and casual racism, impacting its public image. Following its acquisition by Electric Monster Media (now operating as ZATV) in November 2021, founders Benny and Rafi Fine departed the organization, signaling a strategic transition in ownership and management.
Creators
Benny Fine (born March 19, 1981) and Rafi Fine (born June 9, 1983) were raised in an Orthodox Jewish household in Brooklyn. From an early age, the brothers engaged in video production; Benny frequently involved Rafi in creative endeavors. During their youth, they produced comedic sketches and spent significant time in Sullivan County, New York. Benny began college studies at age 15, while Rafi attended Dickinson College before transferring to Hunter College to complete a degree in film studies. Their early work included entertaining peers with short comedic clips and action-figure parodies.
In 2000, they created a live-action feature film that was showcased at comedy festivals. Initially aspiring to enter Hollywood by producing one feature film annually, they earned awards for young filmmakers but eventually shifted focus towards internet-based content distribution. Their first website launched in 2003, followed by their initial web video release in 2004.
History
The Fine Brothers committed to YouTube as their primary career path in July 2010 and formally established Fine Brothers Productions, Inc. by December 2011.
Their flagship YouTube channel—originally TheFineBros (later Fine Brothers Entertainment and then FBE)—had accumulated over 19 million subscribers and nearly 7.8 billion views by May 2019. To broaden their React series reach, they launched additional channels: FBE2 in 2009 and React in 2014.
Early partners with Maker Studios, the brothers spearheaded production and creative direction efforts that played a role in the growth of multi-channel networks (MCNs). Their main channel hosts widely viewed scripted and unscripted content, most notably the React franchise which began with Kids React in 2010. Secondary channels provide behind-the-scenes footage and podcasts.
Revenue streams include YouTube’s partner program along with sponsorship deals from companies such as Ford and Comedy Central. The Fine Brothers have collaborated with well-known YouTubers including Shane Dawson, ShayCarl, KassemG, Smosh, and PewDiePie.
In 2013, they appeared as guest judges on the second season of Internet Icon and transitioned from Revision3 to sign with Fullscreen. Nickelodeon aired a spin-off titled React to That in 2014 while the brothers maintained consistent uploads on their own channels. They also developed TruTV’s Six Degrees of Everything in 2015. By early 2016, FBE had grown to employ approximately fifty people.
Their work has been covered by major media outlets such as The Wall Street Journal, Time magazine, Variety, and MSNBC.
Marc Hustvedt took over as CEO in July 2018; he brought prior experience from digital brand Above Average and was a co-founder of Tubefilter as well as the Streamy Awards.
In early 2019, FBE expanded its merchandise offerings by acquiring Officially Pinned—a startup specializing in collectible pins endorsed by creators—drawing inspiration from Disney’s pin-trading culture.
July 2019 saw a partnership between FBE and interactive video company Eko to develop over a dozen interactive TV pilots spanning both scripted and unscripted genres. This collaboration included launching an Interactive Content Lab focused on pioneering new storytelling techniques such as branching narratives exemplified by the series Epic Night.
During summer of 2020, controversy emerged when an old blackface video featuring Benny Fine resurfaced. Subsequently that year, FBE rebranded its channels with FBE2 becoming REPLAY while undertaking organizational restructuring that involved laying off seventeen employees.
In November 2021, Electric Monster Media (now known as ZATV), under CEO Matt Gielen’s leadership, acquired React Media, LLC. Following this transaction, the Fine Brothers ceased their involvement with React Media.
React series on FBE Channel and React Channel
The Fine Brothers Entertainment introduced Kids React on October 16, 2010, with the premiere episode titled Kids React to Viral Videos #1, showcasing viral sensations such as Double Rainbow and Obama Fail. The concept involves The Fine Brothers appearing off-camera while presenting viral content to children and recording their responses.
This concept expanded into various spin-offs featuring different demographics, including teenagers, seniors, adults, staff members, and fellow YouTubers, thereby extending the franchise’s audience. In partnership with Nick Cannon, FBE developed the Nickelodeon television series React to That. Furthermore, FBE launched a dedicated React YouTube channel that features reaction videos, remix content, and gameplay reactions, enhancing their presence in the digital entertainment sector.
MyMusic
As part of YouTube's $100 million Original Channel Initiative, FBE produced the sitcom MyMusic. The cast includes Adam Busch, Chris Clowers, Jack Douglass, Grace Helbig, among others, and incorporates personalities from the Kids React and Teens React series.
The storyline revolves around MyMusic, a company managed by CEO Indie (portrayed by Adam Busch), who represents a contemporary hipster stereotype. Another prominent character is Metal (played by Jarrett Sleeper), inspired by the founders’ own teenage metalhead experiences, reflecting personal influences on the show's content.
Utilizing an interactive transmedia strategy designed to foster active audience participation, MyMusic is hosted on its own YouTube channel (MyMusicShow), which had amassed over 381,000 subscribers and nearly 29 million views by mid-2013. The series received nine Streamy Award nominations during its third year, highlighting FBE’s leadership in digital media production. The second season debuted on August 20, 2013.
Sing It!
Sing It! is a musical comedy streaming series created by the Fine Brothers and executive produced by Benny Fine, Rafi Fine, Max Benator, Todd Lieberman, David Hoberman, Laurie Zaks, Barry Safchik, and Michael Platt. Produced through Mandeville Films, Potvin Sucks Productions, and Fine Brothers Entertainment, its pilot premiered at the Tribeca Film Festival on April 21, 2016. The series officially launched on May 25, 2016 via YouTube Red—YouTube's subscription streaming platform for original programming. The cast features Mircea Monroe, Mark Sullivan, Debby Ryan, Preston Jones, Alex Désert, Todrick Hall, Missi Pyle, and Ace Young. On December 3, 2017, Benny Fine confirmed that the show would not be renewed for a subsequent season.
Spoilers
Fine Brothers Entertainment created the acclaimed Spoilers series that covers books, movies, and video games. The inaugural episode titled 100 Movie Spoilers in 5 Minutes was released on November 11, 2008. Among notable installments are a seven-minute recap summarizing the first seven Harry Potter films (2011) and a six-minute overview of 47 years of Doctor Who, with follow-up episodes timed to coincide with new series launches. Additional television programs featured include Game of Thrones, Breaking Bad, The Walking Dead, and Orange Is the New Black. FBE also produced monthly compilations spoiling fifty viral videos sourced from YouTube and other platforms.
Lost: What Comes Next?
FBE created the parody series Lost: What Comes Next?, inspired by the television show Lost. Debuting on January 24, 2008, it marked Fine Brothers' inaugural extended series, spanning 19 episodes until November 1, 2010. The production incorporated characters from other well-known franchises such as Avatar and Star Wars. Additionally, FBE partnered with Rhett and Link to produce a parody song centered on Lost.
Trademark initiative and React World
On January 26, 2016, FBE revealed intentions to license and trademark their React series, enabling other creators to develop their own "React" content. This plan included filing for a trademark on the term "react," a word commonly used in unrelated YouTube videos. The announcement triggered widespread criticism from both viewers and content creators who perceived it as an effort to dominate the reaction video niche, thereby influencing FBE’s market position and subscriber numbers.
FBE responded by assuring that they would neither monetize nor issue copyright strikes against other reaction videos. Despite this, several creators reported takedowns involving FBE's footage. Further controversy arose due to the existence of similar series like Seniors React predating the trademark attempt. The negative response led to a subscriber decline of about 675,000 across the React and FBE channels by late February 2016, adversely affecting the company's digital presence and brand image.
By February 1, 2016, FBE retracted all trademark filings related to React, discontinued the React World initiative, and rescinded previous Content ID claims. They also removed related announcement videos in an effort to repair their business development and public perception.
Racial discrimination accusations
In June 2020, former staff members alleged that FBE maintained a racially discriminatory workplace environment. A report published by Insider in January 2021 emphasized claims of casual racism within the company, noting a consistent pattern in video thumbnails where white participants were predominantly placed on the left side. Analysis of 434 thumbnails featuring one white person alongside one person of color showed that 55% positioned the white individual on the left. Interviewees also asserted that white participants received preferential treatment in React videos.
Filmography
| Year | Title |
|---|---|
| 2008–2010 | Lost: What Comes Next? |
| 2008–2017 | Spoiler Alert! |
| 2009 | The Overthinker |
| 2009 | 3-Way |
| 2010–2017 | Last Moments of Relationships |
| 2010–2021 | Kids React |
| 2010–2011 | Harry Potter and the Rejected Scenes |
| 2010–2011 | Lindsay Lohan Needs Real Friends |
| 2011–present | Teens React |
| 2012–2014 | MyMusic |
| 2012–present | Elders React |
| 2012–2020 | YouTubers React |
| 2013, 2016–2017 | Emo Dad |
| 2013–2016, 2018 | Fine Time (formerly Update Vlog) |
| 2014–2020, 2022 | React: Gaming |
| 2014–present | People vs. Food |
| 2014–2016 | React: Advice |
| 2014–2019 | React: Lyric Breakdown |
| 2014–2015 | React: Opinions |
| 2014–2015 | React Remix |
| 2014–2016 | Inappropriate Parents |
| 2014 | Underwater Movie Scenes |
| 2014, 2016–present | Celebrities React |
| 2015–present | React: Do They Know It? |
| 2015–present | Adults React |
| 2015–2018 | Reverse Ratings |
| 2016–2020, 2023 | Staff React |
| 2016, 2018–present | Try Not To |
| 2016, 2018–present | Generations React |
| 2016 | Sing It! |
| 2016 | Sample School |
| 2016 | Quizzicle |
| 2017–2019 | Challenge Chalice |
| 2017–present | Guess That |
| 2017–2020 | The 10s |
| Year | Title |
|---|---|
| 2014–2015 | React to That |
| 2015 | Six Degrees of Everything |
| Year | Title |
|---|---|
| 2017 | F the Prom |
Accolades
Below is a compilation of honors and distinctions awarded to the Fine Brothers during their professional journey.
| Year | Work Nominated | Category | Awarding Organization | Outcome |
|---|---|---|---|---|
| 2012 | Kids React | Viral Video Series of the Year | 39th Daytime Emmy Awards | Template:Won |
| Variety Web Series Excellence | Inaugural IAWTV Awards | Template:Won | ||
| 2013 | Kids React | Variety Series – Best | 2013 IAWTV Awards | Template:Nom |
| MyMusic | Interactive/Social Media Experience – Best | Template:Nom | ||
| Supplemental Content – Best | Template:Nom | |||
| Kids React | Non-Fiction or Reality Series – Best | 3rd Streamy Awards | Template:Won | |
| Themselves | Personality of the Year – Audience Choice | Template:Nom | ||
| MyMusic | Series of the Year – Audience Choice | Template:Nom | ||
| Direction – Best | Template:Nom | |||
| Comedy Series – Best | Template:Nom | |||
| Comedy Writing – Best | Template:Nom | |||
| Editing – Best | Template:Nom | |||
| 2014 | Kids React | Directing (Non-Fiction) – Best | 2014 IAWTV Awards | Template:Nom |
| Variety Web Series – Best | Template:Won | |||
| MyMusic | Supplemental Content – Best | Template:Nom | ||
| 2015 | 'Teens React' | 'Show of the Year' | 2015 Streamy Awards | Template:Nom |
| 'Non-Fiction' | 'Template:Nom' | |||
| Template:Nom | ||||
| Elders Gaming | Gaming Channel – Online Film and Video | rowspan="3"|2016 Webby Awards | Template:Won | |
| Kids React | Reality Category – Online Film and Video | Template:Won | ||
| Fine Brothers Entertainment | Entertainment Channel – Online Film and Video | Template:Nom | ||
| Do They Know It? | Non-Fiction Category | rowspan="3"|2016 Streamy Awards | Template:Nom | |
| Kids React (Daniel Seibert, Jordan Towles, Alyssa Salter, Cara Bomar, Luke Braun, Benny Fine, Rafi Fine) | Editing Category | Template:Nom | ||
| Emo Dad | Animated Category | Template:Nom | ||
| rowspan="2" |React | Show of the Year Award | rowspan="3" |2017 Streamy Awards | Template:Nom | |
| Non-Fiction Series Award | Template:Nom | |||
| Last Moments of Relationships | Immersive Category Recognition | Template:Nom | ||
| React | Online Film and Video Category | 2017 Webby Awards | Template:Won | |
| React | Show of the Year Award | rowspan="2" |2018 Streamy Awards | Template:Nom | |
| Do They Know It? | Pop Culture Category Nomination | Template:Nom | ||
| FBE | Digital Studio of the Year Nomination | 2019 Digiday Video Awards | Template:Nom | |
| Teens React to Texting and Driving (Distracted Driving) in collaboration with AT&T It Can Wait | Social Good Campaign Branded Award Winner | 2019 Streamy Brand Awards | Template:Won |
Sources
External links
- American companies established in 2007
- English-language YouTube channels
- Entertainment-related YouTube channels
- Entertainment companies established in 2007
- Entertainment companies of the United States
- Jewish YouTubers
- Web series producers
- YouTube channels launched in 2007
- Companies of the United States by year of establishment