Not long into his new documentary, Oobah Butler tells the cofounder of his newly minted company, Drops, that they should create a piece of luxury luggage that “looks like a bomb” and will sell for $200,000.
Immediately, I’m thinking his quest to get £1 million in 90 days might have come to an early end.
But I’m wrong.
Butler is a British prankster documentarian who is known for his stunts, like managing to get Amazon to sell its drivers’ urine as energy drinks or creating a fake restaurant called the Shed and gaming TripAdvisor to make it the top-rated London restaurant on the platform. His latest documentary, made for the UK’s Channel 4, is called How I Made £1 Million in 90 Days. Set in London and New York, it takes on the worlds of startups, venture capital, crypto, and what ultimately comes across as a lot of bullshitting, in the name of striking it rich quick.
Butler opens the film by saying, as someone who didn’t grow up with money and isn’t particularly motivated by it, he’s fascinated by the fact that people “idolize” wealthy entrepreneurs.
“It came from a place of wanting to understand why … everyone is so obsessed with money in this way,” he tells WIRED. “And I’m not talking about survival. I’m not talking about affording to exist. I’m talking about … being addicted to the making of money.”
His only rules for getting £1 million ($1.3 million USD) are that he’s not allowed to break the law and whatever costs he incurs trying to make it are his to bear. He employs several strategies to rack up the cash, including simply asking rich people for it (this doesn’t go well) and creating hype for crypto company UNFK by doing things like tricking bankers into committing crimes on camera. He also creates Drops, a company that makes news for its controversial stunts and then tries to capitalize on the attention by selling “very overpriced” items.
Butler seeks the advice of Venmo cofounder Iqram Magdon-Ismail, who quickly declares himself Butler’s cofounder on Drops and seems very enthusiastic at first, musing that the company is already “worth at least $10 million” just because the two of them are attached to it, and that they might be able sell out Madison Square Garden in a year’s time to tell their story. Their brainstorming session includes schemes for buying the first piece of land on Mars and selling the opportunity to name the “first branded species.” But after Butler suggests the bomb-like suitcase and a pair of “real life ad blocking sunglasses” that remove the wearer’s vision entirely, Magdon-Ismail temporarily ghosts him.
Butler then embarks on a memecoin adventure that goes south, before coming back to Drops and launching the “first legal child sweatshop in Britain in over a century.” He finds a loophole to avoid paying the child workers, reasoning that because he is filming the kids for the documentary, they are technically performers. His underage staff help him come up with marketing ideas to sell bespoke soccer jerseys featuring a fake religious cigarette brand called Holy Smokes. Though the clothing line gets coverage in GQ, Butler doesn’t sell anything close to £1 million worth of jerseys.
