‘We realize we built a system that could easily be used for wrong.
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While the controversy over the program ended up costing The Fine Brothers over 200,000 subscribers on their YouTube channel, the Fine Brothers plan to continue making content and are “confident” their actions will “speak louder than words” as they move on from the debacle.
Since publishing the apology, the original video announcing React World and the subsequent update video, in which the brothers addressed some of the criticisms of the plan, have both been removed from the Fine Brothers YouTube channel.
In amongst all of this Fine Bros tried to trademark the word “React” in a bid to protect their content – content which as a concept isn’t remotely unique enough to try and protect legally. We are fixing that. The Fine Bros. enthusiastically announced a new initiative that would not only help other YouTubers make reaction videos but probably make them more money and give them more control.
After garnering more than 14 million subscribers on YouTube, the duo made a decision to file for a trademark and begin licensing their “React” format. What remains to be seen is whether or not the Fines have permanently obliterated all good will for their company and channel, or if the internet (with its tiny attention span yet loooooong memory) will welcome them back to the status of streaming overlords. “The confusion and negative response over what [React World] is has been so overwhelming and we realised that we completely screwed up with how we originally talked about this”, they said. Discontinue the React World program. 3. “This is brand-building in the YouTube age – rising media companies building their brands through collaborations with creators around the world”.
As a result, YouTubers are reacting to Fine Bros themselves – without their permission. They criticised Ellen Degeneres for running a reaction video on the Ellen Show, tweeting that it was “a shame to not have [the show] reach out to us”.
In addition, the previous announcement videos, along with anything else related to REACT World, has been taken down.
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In a post on Medium, The Fine Bros. have now apologized (kinda) for the announcement, saying that although their “intentions are pure”, “it makes ideal sense for people to distrust [their] motives”.
