Syndicate (Internet personality)

Thomas George Cassell (born 23 June 1993), known online as Syndicate (formerly TheSyndicateProject), is an English YouTuber and Twitch streamer. He is known for posting gaming–commentary videos and video game walkthroughs on the franchises Call of Duty and Minecraft on his YouTube channel originally under the handle "TheSyndicateProject".[4][5] Later in his career, Cassell pursued vlogging on his "Life of Tom" YouTube channel, as he felt that he wanted to produce content that would get to know him better.[6]

Syndicate
Cassell in August 2018
Born
Thomas George Cassell

(1993-06-23) 23 June 1993
Manchester, England
Other names
  • Tom Cassell
  • Tom Syndicate
  • ProSyndicate
  • TheSyndicateProject[1]
Occupation
YouTube information
Channels
Years active2010–present
Genre
Subscribers
  • 9.77 million (Syndicate)
  • 2.59 million (Life of Tom)
  • 49.2K (Syndicate Reacts)
  • 108K (Syndicate Clips)
  • 115K (SyndicatePlays)
Total views
  • 2.1 billion (Syndicate)
  • 605.9 million (Life of Tom)
  • 468K (Syndicate Reacts)
  • 345K (Syndicate Clips)
  • 517K (SyndicatePlays)
Network3BDNetwork
Associated acts
100,000 subscribers 2011, 2013, 2019
1,000,000 subscribers 2012, 2014
10,000,000 subscribers 2016[lower-alpha 1]
Updated: 16 December 2021
Twitch information
Channel
Years active2010–present
GenreGaming
Games
Followers3.1 million
Total views75.9 million
Follower and view counts updated as of 16 December 2021.
Websitesyndicateoriginal.com

Cassell further became popular for his Twitch streams. On 17 August 2014, he became the first person on Twitch to reach 1 million followers.[7][8][9]

Early life

Thomas George Cassell[10][11] was born in Manchester, England on 23 June 1993.[12][13] He was educated at The Blue Coat school in nearby Oldham and later Hyde Clarendon Sixth Form College in Ashton-under-Lyne, where he sat his A-levels. After leaving, he briefly worked at McDonald's.[14]

Career

Cassell started his YouTube channel under the name "TheSyndicateProject" (renamed as "Syndicate") on 3 September 2010.[15] The channel was originally built on Halo and Modern Warfare 2 let's play videos, but came to prominence with the release of the Call of Duty: Black Ops "zombies" mode. He then further grew by posting various Minecraft let's play series, most notably, "The Minecraft Project".[15][16][17]

Cassell started his second YouTube channel under the name "SyndicateCentral" (renamed as "Life of Tom") on 24 September 2011. The channel is dedicated to vlogs sharing the events of his life and his expierence traveling around the world.[18][6] He runs a Twitch channel which, as of July 2021, has over 3 million followers, making it one of the most followed channels on the website.[7][8]

He was also one of the 3 owners of the Minecraft network MultiCube.net, which had over 1,254,000 users in total and was later shut down in early 2015, as it was no longer financially viable.[19][20]

In November 2014, Cassell, along with fellow YouTuber Adam Montoya (known online as SeaNanners), in cooperation with media company 3BlackDot, launched a multi-channel network, Jetpak, aiming for a more fair payment model for the revenue made.[21][22][23]

In February 2016, Cassell announced that he will voice Loki in the mobile app game Marvel Avengers Academy.[24][25][26][27]

Controversies

Advertising violations

In late 2013, Cassell was paid $30,000, along with other YouTubers, to promote Microsoft's newly launched Xbox One console as part of a promotional campaign managed by Microsoft's advertising agency and operated by Machinima, Inc. The endorsement ran afoul of Federal Trade Commission (FTC) regulations, failing to disclose that they were paid by Microsoft to endorse the game.[28]

In August 2015, Gamasutra reported that Cassell had again violated FTC guidelines due to publishing multiple let's play videos of 3BlackDot's game Dead Realm without disclosing their financial ties to the product.[29]

Cassell was heavily criticized and became a defendant in a class-action lawsuit in July 2016 when he promoted the gambling website CSGOLotto.com without disclosing a conflict of interest as vice-president of the company, again violating FTC regulations.[30] The BBC noted, however, that Cassell had disclosed the endorsements in the descriptions of his videos and later stated that he would be more transparent in the future.[31][32]

In September 2017, the FTC reached a settlement agreement between Martin and Cassell for disclosing their legal relations and sponsorship deals with companies. There were no financial charges held against Cassell.[33][34][35]

Sexual assault allegations

In June 2020, fellow streamers Kaitlin Witcher (Cassell's ex-girlfriend) and Natalie Casanova made allegations of sexual assault against Cassell, which he called "false" and a "character assassination". He further stated that he was "shocked and saddened" by the actions of "two women [he] once called friends".[12][36]

Personal life

Cassell owns a house in Tameside, constructed and designed by him and his father.[37]

Awards and nominations
Year Ceremony Category Result Ref.
2014 Guinness World Records First person to reach one million followers on Twitch Won [9][38][39][40]
2015 Most goals scored in a game of Rocket League by a team of 2 Won [41][42][lower-alpha 2]
2016 Highest score in offline Team Deathmatch using only the knife and combat axe on Call of Duty: Black Ops III (team of two) Won [43][lower-alpha 3]
Most followed Twitch channel Won [44][39][lower-alpha 4]
2017 9th Shorty Awards Gaming Nominated [27]

See also

Notes
  1. Cassell passed 10 million subscribers in 2016 and 2017.[2] He did not receive his Diamond Creator Award until 2021.[3]
  2. Shared with Daniel Middleton
  3. Shared with Alastair Aiken
  4. Currently held by Tyler Blevins

References
  1. "TheSyndicateProject". Forbes. Retrieved 19 February 2022.{{cite web}}: CS1 maint: url-status (link)
  2. "Syndicate's YouTube Stats (Summary Profile) - Social Blade Stats". Social Blade. Archived from the original on 16 December 2021.
  3. Cassell, Tom (24 October 2021). I’ve been waiting 5 Years for this Award!. Life of Tom. Archived from the original on 24 October 2021. Retrieved 16 December 2021 – via YouTube.
  4. Manning, Sanchez (27 March 2012). "I'm Lovin' It: Teen who posted gaming commentaries on internet quits McDonalds job and school after becoming YouTube sensation". Daily Mirror. Archived from the original on 25 August 2013. Retrieved 3 September 2013.
  5. Gutelle, Sam (22 November 2013). "YouTube Billionaires: Syndicate Feels Like Fans Are Family". Tubefilter. Retrieved 1 February 2022.
  6. Powell, Steffan (8 April 2016). "Syndicate: I won't change my vlogs for anyone". BBC News. Retrieved 15 February 2022.
  7. Hilliard, Kyle (6 October 2014). "Streaming Tips From Twitch's Most Followed User, Syndicate". Game Informer. Archived from the original on 28 October 2014. Retrieved 11 November 2014.
  8. Hern, Alex (26 August 2014). "Amazon's $1bn deal for video streaming site Twitch is latest battle with Google". The Guardian. Archived from the original on 11 November 2014. Retrieved 11 November 2014.
  9. "First person to reach one million followers on Twitch". Guinness World Records. Retrieved 1 January 2022.
  10. Cassell, Thomas [@Syndicate] (23 November 2018). "So I Thomas George Cassell, hereby stand down as Team Leader of 'Team Tom', because I think i'm great and officially appoint Miss Vixen as team leader! 🤣" (Tweet). Retrieved 18 February 2022 – via Twitter.
  11. "Thomas George Cassell". Companies House. Retrieved 19 February 2022.{{cite web}}: CS1 maint: url-status (link)
  12. "YouTuber Syndicate denies sexual assault claims". BBC News. 25 June 2020. Retrieved 20 January 2021. Manchester-born Cassell ...
  13. Cassell, Thomas [@Syndicate] (23 June 2018). "Here's to starting @YouTube at 17! 🍻 And heres to turning 25 today! 😆 🎉" (Tweet). Retrieved 6 February 2020 – via Twitter.
  14. "Tutor inspires YouTube sensation". Hyde Clarendon Sixth Form College. 3 December 2013. Archived from the original on 11 November 2014. Retrieved 11 November 2014.
  15. Porter, Will (11 October 2012). "An audience with Syndicate". Eurogamer. Archived from the original on 11 November 2014. Retrieved 11 November 2014.
  16. Dowling, Kevin (17 June 2012). "Got up, played, went to zoo, banked £60,000". The Sunday Times. Archived from the original on 11 November 2014. Retrieved 11 November 2014. (Subscription required.)
  17. Waugh, Rob (16 January 2014). "How I got six million viewers on YouTube – and turned it into a full-time job". Yahoo News. Archived from the original on 11 November 2014. Retrieved 11 November 2014.
  18. "Life of Tom". YouTube. Archived from the original on 8 July 2017. Retrieved 17 July 2017.
  19. "MultiCube". Archived from the original on 28 March 2015. Retrieved 16 October 2021.
  20. "New Minecraft Mini Game: 'Tetronimo' - (Multicube.Net)". YouTube. Archived from the original on 8 July 2017. Retrieved 17 October 2021.
  21. Bloom, David (22 July 2014). "3BlackDot Hybrid Firm Emerges From Stealth Mode With Ex-'Duck Dynasty', Machinima Execs, Top YouTubers". Deadline Hollywood. Archived from the original on 11 November 2014. Retrieved 11 November 2014.
  22. Yang, Melissah (6 November 2014). "3BlackDot Launches Multichannel Network". Los Angeles Business Journal. Archived from the original on 11 November 2014. Retrieved 11 November 2014.
  23. Ellingson, Annlee (6 November 2014). "Ex-Machinima execs launch boutique MCN Jetpak". L.A. Biz. Archived from the original on 11 November 2014. Retrieved 11 November 2014.
  24. Avengers Academy [@AvengersAcademy] (22 February 2016). "Voice of Loki & team leader of The Legends. @ProSyndicate, wants your vote! Would you trust this mascot?" (Tweet). Archived from the original on 6 June 2017. Retrieved 6 March 2016 – via Twitter.
  25. Cassell, Thomas (12 February 2016). BIG NEWS!!!. Life of Tom. Archived from the original on 15 February 2016. Retrieved 12 February 2016 – via YouTube.
  26. Cassell, Thomas [@Syndicate] (4 March 2019). "Well. It's safe to say @DonCheadle is the fucking man. Super cool dude! Crazy to think I voiced Loki in the marvel mobile game & randomly just met another member of the universe! 🤙" (Tweet). Retrieved 18 February 2022 – via Twitter.{{cite web}}: CS1 maint: url-status (link)
  27. "The Syndicate Project - Gaming - The Shorty Awards". Shorty Awards. Retrieved 1 January 2022.
  28. Yin-Poole, Wesley (2 September 2015). "FTC: Machinima "deceived" consumers with Xbox One videos". Eurogamer. Archived from the original on 7 July 2016. Retrieved 1 February 2022.
  29. Wawro, Alex (19 August 2015). "Dead Realm publisher disregards FTC disclosure guidelines for YouTubers". Gamasutra. UBM plc. Archived from the original on 20 August 2015. Retrieved 21 August 2015.
  30. Crecente, Brian (7 July 2016). "CSGO Lotto and owners sued over 'illegal gambling' allegations". Polygon. Archived from the original on 8 July 2016. Retrieved 9 July 2016.
  31. "YouTube gamers caught in gambling row". BBC News. 5 July 2016. Retrieved 19 March 2022.
  32. Phillips, Tom (4 July 2016). "Steam warns users against gambling site after YouTube stars discovered as owners". Eurogamer. Archived from the original on 4 July 2016. Retrieved 4 July 2016.
  33. Villanueva, Jamie (8 September 2017). "TmarTn and Syndicate reach settlement with FTC over CSGO Lotto". Dot Esports. Retrieved 15 February 2022.{{cite web}}: CS1 maint: url-status (link)
  34. Graves, Franklin (7 September 2017). "FTC Settles Complaint Against 'Let's Play' YouTube Stars, Sends Warning Letters To Other Influencers And Demands Responses". Tubefilter. Retrieved 19 March 2022.
  35. Cullins, Ashley (4 October 2017). "Feds Crack Down on Social Media "Influencers" Over Instagram Plugs". The Hollywood Reporter. Retrieved 19 March 2022.
  36. Phillips, Tom (29 June 2020). "YouTuber Syndicate denies claims of sexual assault". Eurogamer. Retrieved 20 January 2021.
  37. Elite Boyz (10 February 2015). "TheSyndicateProject on the BBC". YouTube. BBC North West Tonight. Retrieved 20 March 2022.{{cite web}}: CS1 maint: url-status (link)
  38. "First individual videogame broadcaster with 1 million Twitch followers". Guinness World Records. Retrieved 1 January 2022.
  39. Rachel, Swatman (22 September 2016). "'OMGitsfirefoxx' enters Guinness World Records 2017 Gamer's Edition as most followed female on Twitch". Guinness World Records. Retrieved 20 February 2022.{{cite web}}: CS1 maint: url-status (link)
  40. Guinness World Records [@GWR] (17 August 2021). "It was #OTD in 2014 that @Syndicate became the first person to reach one million followers on Twitch 💯" (Tweet). Retrieved 1 January 2022 – via Twitter.
  41. Daultrey, Stephen (9 September 2015). "Minecraft and Rocket League records smashed at Legends of Gaming event in London". Guinness World Records. Retrieved 1 January 2022.
  42. Swatman, Rachel (14 December 2015). "YouTube stars including Dan TDM smash Rocket League record at Insomnia gaming festival". Guinness World Records. Retrieved 1 January 2022.
  43. Lynch, Kevin (24 August 2016). "Video: Watch Legends of Gaming stars Ali-A and Syndicate battle for Call of Duty world record". Guinness World Records. Retrieved 1 January 2022.
  44. Swatman, Rachel (14 September 2016). "World records broken at Legends of Gaming Live and YouTuber Syndicate receives certificate". Guinness World Records. Retrieved 1 January 2022.
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