Logan Paul — WWE, Prime, and Controversy Capital

Logan Paul survived the most career-destroying controversy in YouTube history (the Japan forest incident) and came back richer. Prime Hydration — co-founded with KSI, his former boxing rival — generated over $1.2 billion in sales. He signed a multi-year WWE contract reportedly worth $5 million per year. His CryptoZoo NFT project was a disaster ($2.3 million lawsuit), but the Prime money dwarfs the losses. Forbes put his 2023 earnings at $45 million. The most polarizing creator alive is also one of the richest, which says everything about the attention economy.