UPDATE: As of last night, The Fine Brothers have announced they are ceasing to trademark the term “React” and have abandoned their plans for ‘React World’. In a Medium post, they stated, “We realize we built a system that could easily be used for wrong. We are fixing that.” Adding, “The reality that trademarks like these could be used to theoretically give companies (including ours) the power to police and control online video is a valid concern, and though we can assert our intentions are pure, there’s no way to prove them.”
They point out that specifically, the application for trademark is dead as are the plans for ‘React World’.
You can read our original story below:
Benny and Rafi Fine are names that might not resonate with every reader, but their moniker of The Fine Brothers may ring more clearly to those who are familiar with their “Kids/Teenagers/Elders react to“ series on YouTube. Chances are that If you frequent the streaming service on a regular basis, you will have at one stage run into one of their videos. The content they produce is a charming experiment of sorts, where individuals of different demographics are chosen to react to various media selected by the subscribers of the channel. Conceptually, it is an old hat that has been used on television to great effect in the past, but has found a massive audience within the YouTube community who create this style of content known as “reaction” videos.