The business behind Unnecessary Inventions’ millions of followers

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Matty Benedetto is a one-man brand that has mastered brand deals and keeping his audience happy while never running out of ideas.

On the dance floor at the Webby Awards in 2023, a very dapper man in a subtle paisley suit came up to me with a huge smile and said “I love your content.” It’s always nice hearing that someone likes your work, but I’d never heard it from someone with an internet presence quite like his.

There was a wall of 3D printers, an assortment of Supreme collector items, shelves of camera gear and hard drives, and of course many Unnecessary Inventions. These inventions are what Matty describes as unique solutions to first-world problems. They range from a pair of glasses with built-in sponges that soak up tears to a funnel that catches falling ingredients from a burrito and neatly sorts it into a taco below.

 

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