Rhett & Link's Mythical Promotes Jacob Moncrief to President
Mythical, the media company behind Rhett & Link's 'Good Mythical Morning,' promoted Jacob Moncrief from COO to president. Moncrief replaces Brian Flanagan, who left after nearly a decade to start a technology and business intelligence company serving the creator economy. Moncrief first joined Mythical in 2017, took a detour to run Will Smith and Jada Pinkett Smith's Westbrook Media as general manager, then returned as COO in January 2024. Rhett & Link credited him with expanding Mythical's branded content business and leading distribution strategy. He was named to Variety's 41 Under 40 class of 2025.
THE BREAKDOWN
Moncrief's promotion is a clean signal that Mythical is building out a professional executive layer beneath the founder-talent, which changes how brand partners and distribution deals get negotiated. Talent managers whose clients work with Mythical should update their contact list, because the operator behind future deals is no longer Flanagan. The larger pattern: creator companies at Mythical's scale are now hiring and promoting exec talent with traditional media credentials, which means they operate more like TV studios than YouTube channels. That changes the timeline, approval layers, and contract complexity when negotiating with them.
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