Mythical Entertainment, the digital media company founded and led by YouTube creators Rhett & link, appointed Jacob Moncrief — who is returning to Mythical after more than two years at Westbrook Media — as chief operating officer and promoted Brian Flanagan to the role of president.
In his role as COO, Moncrief (above left) will report directly to Rhett & link alongside Flanagan and chief creative officer Stevie Wynne Levine. Moncrief will oversee Mythical’s content production and post-production, distribution, production finance, branded entertainment, office operations, business affairs, and human resources.
Flanagan (above right), who originated the COO role at Mythical, will remain closely involved in all aspects of the core operating business but will increase his focus on diversifying the company’s revenue base spanning content, commerce and community; its global viewership growth strategy; and its venture investment in emerging creators via Mythical’s Creator Accelerator. Flanagan also will oversee brand management, government relations, interactions with the M&A market and maximization of all business lines’ profitability.
“Mythical is a people-driven business, and to achieve the vast ambitions we’ve set for ourselves 2024 and beyond, we knew we should invest in the very best,” Rhett & link said in announcing the moves. “Brian, Jacob and Stevie bring decades of experience, complementary skills and relationships, and abundant creative energy to Mythical. Together, they’ll lead the sharpest young executive team in the media business to unprecedented success.”
Mythical was founded 15 years ago by best friends Rhett McLaughlin and link Neal. The company operates YouTube channels with 32 million subscribers and 12 billion lifetime views. Rhett & link host what is billed as the internet’s most popular daily talk show, “Good Mythical Morning,” which is now in its 12th year and has produced more than 2,500 episodes. In 2019, Mythical completed its first significant M&A transaction by acquiring the Smosh comedy brand (after the collapse of Smosh’s then-parent company Defy Media). Last summer,Rhett & link sold Smosh back to founders Anthony Padilla and Ian Hecox,retaining a minority stake.
Moncrief returns to Mythical from Will Smith and Jada Pinkett Smith’s Westbrook Media, where he served as general manager for more than two years. At Westbrook, he oversaw all aspects of operations, production/post, finance, business affairs and people management for a variety of unscripted, digital and branded content. During his tenure, he produced Post Malone’s “Twelve Carat Toothache: A VR Experience” (meta), “Class of ’88” (Audible), “Exposure” (Samsung/Hulu) and “Off Thee Leash With Megan Thee Stallion” (Snapchat).
Prior to joining Westbrook in July 2021, Moncrief was senior VP of production and operations at Mythical, where he spent nearly five years leading all production initiatives. Before Mythical, he worked in production at MTV and BuzzFeed. Moncrief also teaches a class in production management at his alma mater, Chapman University in Orange, Calif., as an adjunct professor.
Moncrief said in a statement, “Returning to Mythical in this expanded role is an exciting homecoming. Rhett & link have created a truly special business, where creativity, excellence and kindness can all flourish simultaneously. I look forward to collaborating with Brian, Stevie and the entire Mythical team to drive continued innovation and success in content, partnerships and experiences.”
Flanagan commented, “Jacob’s return to Mythical signals our ambition to be the definitive television studio for the internet generation. Much like Rhett & link, Stevie and I, he’s reverent about the history of Hollywood but embraces the differences that make creator-led content companies so culturally resonant and valuable in today’s fragmented market. He is a producer and operator of the highest order and we are lucky to have his many talents powering our growth.”
Flanagan was COO of Mythical since late 2016, during which time the privately held company’s revenue and headcount have more than quadrupled. Before Mythical, he was a financier and producer of traditional film and TV and prior to that he worked in media/tech private equity. Originally from Washington, D.C., Flanagan began his career in investment banking at JPMorgan after graduating from Harvard.
