Growing up in public
Shay Carl Butler came to fame and fortune via a unitard.
In August 2007, after a video of the father of two dancing in his wife Colette’s workout outfit went viral, he realized there might be a business in domestic antics. The former granite-countertop installer, who says he didn’t even own a computer until 2004, began recording his life and posting the videos and didn’t stop for almost a decade, through weight loss, the birth of three more kids and the ever growing wealth of his family.
Shaytards, as Butler’s main channel on YouTube is known, became wildly popular. Collectively, its videos have been watched more than 2.6 billion times. The most popular video—at about 23 million views, titled “WE GOT A SWIMMING POOL!”—is typical; it features 15 minutes of wholesome family fun, in which the most noteworthy thing that happens is that one child reports that another got “hit in the nuts” by a water balloon.
Vlogging—the frequent recording and uploading of personal videos, usually on YouTube—has become a big business, or rather a sea of businesses, with operators as small as one person and as large as a massive production company. (Butler was one of the co-founders of Maker Studios, a conglomerate of YouTube channels that was sold to Disney for $500 million in
