With 5.17 million YouTube subscribers, the 27-year-old might be the most successful ‘ASMRtist’ in the world. Jonah Singer, known online as Jojo, specialises in autonomous sensory meridian response (ASMR) – the tingly, relaxed sensation triggered by whispering, rustling and mouth noises. His new $100,000 microphone, named Alex after a Minecraft character, sits in his Sydney studio, a testament to his success.
Singer started watching ASMR as a child and began making his own videos as a teenager. He initially faced embarrassment when friends played his videos in class, and he hid his hobby from his parents until he started earning money. ‘I was like, “Dad, I got $1,000 from YouTube.” “For what?” “OK, hear me out, there’s this thing called ASMR.” He was like, “Are you doing drugs?”’
His videos aim for relaxation, using a vast collection of props from pet toys to wooden odds and ends. By piggybacking on popular search terms, he generates staggering figures – his video ‘Do You Have ADHD?’ has 12.7m views. His work is also playful; in one Instagram reel, ‘I Will Guess Your Name’, he says viewers owe him $5 if he whispers their name, guaranteeing interaction.
Singer’s forensic understanding of virality has made him an ASMR superstar. He may be the biggest ASMRtist globally, with 5.17 million YouTube subscribers and a strong TikTok presence. He earns from AdSense, merchandise, brand deals and his agency White Noise. This month, he launches the podcast ASMR Garden, combining his content with interviews with non-ASMR guests.
To avoid burnout, Singer varies his content daily, suiting his ADHD brain’s need for novelty. ‘The creative sandbox is limitless,’ he says. ‘Unless I’m interested in something, I just can’t retain or absorb the information.’ He credits his all-in approach for his success, despite the risks.
