Composed of Australian comedians Matt Ford and Jack Steele, The Inspired Unemployed epitomizes a modern-day success story where talent and social media savvy converge. Before their rise to fame, Matt and Jack were tradies in Kiama, Sydney. Ford worked as a landscaper, bricklayer, and carpenter, while Steele was a plasterer at his father’s business.
Combined, the Inspired Unemployed are worth an estimated $4 million! The majority of their income comes from working with major brands, media projects and an equity stake in Better Beer.
The Birth of ‘The Inspired Unemployed
The journey began in 2016, initially posting skits on Instagram and on a shared account called “Pine Tree TV.” Losing passion for their day jobs, they sought inspiration overseas, launching the “The Inspired Unemployed” Instagram page in 2019.
The name reflected their recent unemployment and aspiration to break into the entertainment industry. The pair quickly amassed around 9,000 followers, but a breakthrough choreographed dance routine catapulted them to 30,000 followers, leading to a management deal with Born Bred Talent.
Rising Popularity and Media Ventures
The duo’s success on social media, where they satirize Australian societal tropes, propelled them to over two million followers. Their engaging content led to the launch of a Spotify-exclusive podcast in September 2021, which consistently ranks in Australia’s top five podcasts and was renewed for a third season in October 2023. The guys TV debut came in August 2023 with “The Inspired Unemployed (Impractical) Jokers,” aired on Network 10 and Paramount+ Australia,
Brewing Success with Better Beer
In the business world, Jack and Matt have been instrumental in the success of the Better Beer brand, a zero-carb beer developed in partnership with Torquay Beverages Co and Mighty Craft. Launched in late 2021,
According to The Australian Financial Review, Better Beer has done over $50 million in sales as of January 2023, making it one of Australia’s fastest-growing beer brands. By the end of 2023, sales should easily surpass $60 million!
In early 2023, the guys had a significant 42% stake in the business, contributing to its marketing and promotion. As the brand will need more cash to expand into New Zealand and the UK, their equity stake may be diluted in the future. In 2024, they put capital raises on pause as Mighty Craft is struggling and is heavily indebted.
In November 2023, they launched a fragrance, “Inspiré by No. Emploi,” in partnership with Chemist Warehouse, supported by a satirical advertising campaign. The proceeds from this endeavor are going towards charity.
Ford and Steele’s journey from tradesmen to social media phenoms underscores how digital platforms can be leveraged for commercial success. Their ability to maintain creative control over their ventures and align with brands that resonate with their image, as evidenced in their selective brand partnerships, marks a significant aspect of their strategy.
