Business Standard

Dhar Mann, son of Indian immigrants becomes YouTube's moral philosopher

Former weed entrepreneur has built an online video empire based on contemporary fables with openly clickbait titles.

dhar Mann

"People love those gold-digger stories," says YouTube star Dhar Mann. (Photo from Mann's Twitter handle).

Ezra Marcus | New York Times
The internet is not exactly a repository of moral guidance. Yet over the past few years, millions of viewers have flocked to the YouTube channel Dhar Mann to watch contemporary fables. Instead of talking animals, these videos feature stock characters learning lessons in a format tailored to the uncanny algorithmic currents of social media. It’s Aesop meets Upworthy, by way of Logan Paul.

Dhar Mann’s video titles are openly click bait--“Kid FAKES Being SICK to Skip Class, What Happens Is Shocking,” “KAREN Next Door Goes WAY TOO FAR, What Happens Is Shocking” --and the films feature mawkish, scripted moralistic tales.

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First Published: Aug 20 2021 | 9:34 AM IST

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