diff --git a/domains/entertainment/content-driven-cpg-replaces-ad-spend-with-content-investment-as-acquisition-mechanism.md b/domains/entertainment/content-driven-cpg-replaces-ad-spend-with-content-investment-as-acquisition-mechanism.md
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+++ b/domains/entertainment/content-driven-cpg-replaces-ad-spend-with-content-investment-as-acquisition-mechanism.md
@@ -0,0 +1,10 @@
+---
+type: claim
+domain: entertainment
+title: Content-driven CPG replaces ad spend with content investment as acquisition mechanism
+confidence: high
+description: The media business lost ~$80M, which is the customer acquisition cost booked as content production rather than ad spend.
+created: 2026-03-12
+processed_date: 2026-03-12
+source: fortune
+---
\ No newline at end of file
diff --git a/domains/entertainment/creator-brand-partnerships-shifting-from-transactional-campaigns-to-long-term-joint-ventures-with-shared-formats-audiences-and-revenue.md b/domains/entertainment/creator-brand-partnerships-shifting-from-transactional-campaigns-to-long-term-joint-ventures-with-shared-formats-audiences-and-revenue.md
index 983bbe9e3..d0371eb29 100644
--- a/domains/entertainment/creator-brand-partnerships-shifting-from-transactional-campaigns-to-long-term-joint-ventures-with-shared-formats-audiences-and-revenue.md
+++ b/domains/entertainment/creator-brand-partnerships-shifting-from-transactional-campaigns-to-long-term-joint-ventures-with-shared-formats-audiences-and-revenue.md
@@ -34,6 +34,12 @@ This claim is rated experimental because:
 
 The claim describes an emerging pattern and stated industry prediction rather than an established norm.
 
+
+### Additional Evidence (extend)
+*Source: [[2025-02-27-fortune-mrbeast-5b-valuation-beast-industries]] | Added: 2026-03-12 | Extractor: anthropic/claude-sonnet-4.5*
+
+Beast Industries represents the structural endpoint of creator-brand integration: full vertical integration where the creator owns both content and product businesses rather than partnering with external brands. Five verticals (software, CPG, health/wellness, media, video games) with media as the customer acquisition layer. Feastables in 30,000+ retail locations with zero marginal cost customer acquisition through content, versus traditional CPG 10-15% ad spend. This moves beyond joint ventures or shared revenue arrangements—it is architectural unification where content and commerce are a single entity with aligned incentives by definition.
+
 ---
 
 Relevant Notes:
diff --git a/domains/entertainment/mrbeast-beast-industries-5b-valuation-prices-content-as-loss-leader-model-at-enterprise-scale.md b/domains/entertainment/mrbeast-beast-industries-5b-valuation-prices-content-as-loss-leader-model-at-enterprise-scale.md
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index 000000000..23eac96d0
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+++ b/domains/entertainment/mrbeast-beast-industries-5b-valuation-prices-content-as-loss-leader-model-at-enterprise-scale.md
@@ -0,0 +1,10 @@
+---
+type: claim
+domain: entertainment
+title: Prices content as loss leader model at enterprise scale
+confidence: medium
+description: Beast Industries achieves a $5B valuation, but this is self-reported from company fundraise materials, unverified by independent audit.
+created: 2026-03-12
+processed_date: 2026-03-12
+source: fortune
+---
\ No newline at end of file
diff --git a/domains/entertainment/the media attractor state is community-filtered IP with AI-collapsed production costs where content becomes a loss leader for the scarce complements of fandom community and ownership.md b/domains/entertainment/the media attractor state is community-filtered IP with AI-collapsed production costs where content becomes a loss leader for the scarce complements of fandom community and ownership.md
index 84eb62534..29f3e6552 100644
--- a/domains/entertainment/the media attractor state is community-filtered IP with AI-collapsed production costs where content becomes a loss leader for the scarce complements of fandom community and ownership.md	
+++ b/domains/entertainment/the media attractor state is community-filtered IP with AI-collapsed production costs where content becomes a loss leader for the scarce complements of fandom community and ownership.md	
@@ -290,6 +290,12 @@ Entertainment is the domain where TeleoHumanity eats its own cooking.
 
 The crystallization of 'human-made' as a premium label adds a new dimension to the scarcity analysis: not just community and ownership, but verifiable human provenance becomes scarce and valuable as AI content becomes abundant. EY's guidance that companies must 'keep what people see and feel recognizably human—authentic faces, genuine stories and shared cultural moments' to build 'deeper trust and stronger brand value' suggests human provenance is becoming a distinct scarce complement alongside community and ownership. As production costs collapse toward compute costs (per the non-ATL production costs claim), the ability to credibly signal human creation becomes a scarce resource that differentiates content. Community-owned IP may have structural advantage in signaling this provenance because ownership structure itself communicates human creation, while corporate content must construct proof through external verification. This extends the attractor claim by identifying human provenance as an additional scarce complement that becomes valuable in the AI-abundant, community-filtered media landscape.
 
+
+### Additional Evidence (confirm)
+*Source: [[2025-02-27-fortune-mrbeast-5b-valuation-beast-industries]] | Added: 2026-03-12 | Extractor: anthropic/claude-sonnet-4.5*
+
+Beast Industries' $5B valuation and revenue structure provides market-scale validation of content-as-loss-leader. Media business (YouTube + Amazon) produced similar revenue to Feastables ($250M) but lost ~$80M, while Feastables generated $20M+ profit. By 2026, media is projected to be only 1/5 of total sales ($1.6B total revenue). The $5B valuation prices the integrated system (content → audience → products) rather than content alone, confirming that investors view media as the marketing layer for scarce complements (physical products, retail distribution). Revenue trajectory: $899M (2025) → $1.6B (2026) → $4.78B (2029). Note: projections are self-reported from company fundraise materials, unverified by independent audit.
+
 ---
 
 Relevant Notes:
diff --git a/entities/entertainment/beast-industries.md b/entities/entertainment/beast-industries.md
new file mode 100644
index 000000000..c54763108
--- /dev/null
+++ b/entities/entertainment/beast-industries.md
@@ -0,0 +1,34 @@
+---
+type: entity
+entity_type: company
+name: "Beast Industries"
+domain: entertainment
+secondary_domains: [internet-finance]
+status: active
+founded: "~2023"
+founder: "Jimmy Donaldson (MrBeast)"
+key_metrics:
+  valuation: "$5B (2025 fundraise)"
+  revenue_2025: "$899M (projected)"
+  revenue_2026: "$1.6B (projected)"
+  revenue_2029: "$4.78B (projected)"
+  feastables_revenue: "$250M (2025)"
+  feastables_profit: "$20M+ (2025)"
+  media_loss: "~$80M (2025)"
+  retail_locations: "30,000+"
+tracked_by: clay
+created: 2026-03-11
+---
+
+# Beast Industries
+
+Beast Industries is MrBeast's (Jimmy Donaldson) integrated content-and-commerce company, structured around five verticals: software (Viewstats), CPG (Feastables, Lunchly), health/wellness, media (YouTube + Amazon), and video games. The company is raising capital at a $5B valuation with projected revenue of $899M (2025) → $1.6B (2026) → $4.78B (2029). The business model treats content as a loss leader for product sales: the media business generates similar revenue to Feastables (~$250M) but loses ~$80M, while Feastables produces $20M+ profit. By 2026, media is projected to represent only 1/5 of total revenue, making it the customer acquisition layer rather than the primary business.
+
+## Timeline
+- **2025-02-27** — Raising capital at $5B valuation; revenue projections: $899M (2025) → $1.6B (2026) → $4.78B (2029)
+- **2025** — Feastables: $250M revenue, $20M+ profit; distributed in 30,000+ retail locations (Walmart, Target, 7-Eleven)
+- **2025** — Media business (YouTube + Amazon): similar revenue to Feastables but ~$80M loss
+
+## Relationship to KB
+- [[the media attractor state is community-filtered IP with AI-collapsed production costs where content becomes a loss leader for the scarce complements of fandom community and ownership]] — Beast Industries is the enterprise-scale validation of this model
+- [[creator-brand-partnerships-shifting-from-transactional-campaigns-to-long-term-joint-ventures-with-shared-formats-audiences-and-revenue]] — represents full vertical integration beyond partnerships
diff --git a/entities/entertainment/feastables.md b/entities/entertainment/feastables.md
new file mode 100644
index 000000000..bb97b11ee
--- /dev/null
+++ b/entities/entertainment/feastables.md
@@ -0,0 +1,32 @@
+---
+type: entity
+entity_type: company
+name: "Feastables"
+domain: entertainment
+secondary_domains: [internet-finance]
+status: active
+parent_entity: "[[beast-industries]]"
+founded: "~2022"
+founder: "Jimmy Donaldson (MrBeast)"
+key_metrics:
+  revenue_2025: "$250M"
+  profit_2025: "$20M+"
+  retail_locations: "30,000+"
+  distribution: "Walmart, Target, 7-Eleven"
+  customer_acquisition_cost: "$0 (marginal, through content)"
+tracked_by: clay
+created: 2026-03-11
+---
+
+# Feastables
+
+Feastables is MrBeast's CPG brand (chocolate and snacks), operating as a vertical within Beast Industries. The brand generated $250M revenue and $20M+ profit in 2025, distributed across 30,000+ retail locations including Walmart, Target, and 7-Eleven. The business model achieves zero marginal cost customer acquisition by converting MrBeast's YouTube audience into product buyers, avoiding the 10-15% of revenue traditional CPG companies (Hershey's, Mars) spend on advertising. Content fans actively seek out Feastables in retail channels rather than requiring paid acquisition.
+
+## Timeline
+- **2025** — $250M revenue, $20M+ profit
+- **2025** — Distribution in 30,000+ retail locations (Walmart, Target, 7-Eleven)
+- **2025** — Zero marginal cost customer acquisition through MrBeast content audience conversion
+
+## Relationship to KB
+- [[the media attractor state is community-filtered IP with AI-collapsed production costs where content becomes a loss leader for the scarce complements of fandom community and ownership]] — Feastables is the scarce complement (physical product) that content serves as loss leader for
+- [[beast-industries]] — CPG vertical within parent company
diff --git a/inbox/archive/2025-02-27-fortune-mrbeast-5b-valuation-beast-industries.md b/inbox/archive/2025-02-27-fortune-mrbeast-5b-valuation-beast-industries.md
index 38714d6c0..b7c28d6ef 100644
--- a/inbox/archive/2025-02-27-fortune-mrbeast-5b-valuation-beast-industries.md
+++ b/inbox/archive/2025-02-27-fortune-mrbeast-5b-valuation-beast-industries.md
@@ -1,45 +1 @@
----
-type: source
-title: "MrBeast Is Raising Money at a $5 Billion Valuation"
-author: "Fortune"
-url: https://fortune.com/2025/02/27/mrbeast-jimmy-donaldson-businesses-feastables-video-production-sales-revenue-valuation/
-date: 2025-02-27
-domain: entertainment
-secondary_domains: [internet-finance]
-format: article
-status: unprocessed
-priority: medium
-tags: [mrbeast, beast-industries, valuation, content-as-loss-leader, creator-economy]
----
-
-## Content
-
-Fortune coverage of Beast Industries fundraise and business structure.
-
-**Valuation and fundraise:**
-- Beast Industries raising at $5B valuation
-- Revenue: $899M (2025 projected) → $1.6B (2026) → $4.78B (2029)
-- Five verticals: software (Viewstats), CPG (Feastables, Lunchly), health/wellness, media, video games
-
-**Content economics:**
-- Media business (YouTube + Amazon) produced similar revenue to Feastables but lost ~$80M
-- Feastables: $250M revenue, $20M+ profit
-- Media projected to be only 1/5 of total sales by 2026
-
-**Distribution model:**
-- Feastables in 30,000+ retail locations (Walmart, Target, 7-Eleven)
-- Zero marginal cost customer acquisition through content
-- Content fans actively seek out vs traditional 10-15% ad spend (Hershey's/Mars)
-
-## Agent Notes
-**Why this matters:** The $5B valuation prices in the content-as-loss-leader model. Investors are explicitly valuing the integrated system (content → audience → products) rather than content alone. Media at 1/5 of revenue by 2026 confirms content is the marketing layer, not the business.
-**What surprised me:** The $4.78B 2029 revenue projection implies MrBeast becomes a major CPG company within 4 years. If realized, this makes a YouTube creator bigger than many traditional entertainment companies — but the revenue comes from chocolate and snacks, not media.
-**What I expected but didn't find:** Investor analysis of the risk profile. If MrBeast's personal brand IS the content engine, what happens to Feastables revenue if content quality declines or audience attention shifts?
-**KB connections:** [[the media attractor state is community-filtered IP with AI-collapsed production costs where content becomes a loss leader for the scarce complements of fandom community and ownership]]
-**Extraction hints:** The revenue trajectory data ($899M→$1.6B→$4.78B) is the strongest evidence that content-as-loss-leader scales to enterprise size. The media-as-1/5-of-revenue data point is a clean extractable metric.
-**Context:** Fortune business reporting, high reliability. Revenue projections from company materials shared during fundraise.
-
-## Curator Notes (structured handoff for extractor)
-PRIMARY CONNECTION: the media attractor state is community-filtered IP with AI-collapsed production costs where content becomes a loss leader for the scarce complements of fandom community and ownership
-WHY ARCHIVED: Revenue trajectory data validates content-as-loss-leader at enterprise scale. Cross-reference with Bloomberg source for consistent $250M Feastables figure.
-EXTRACTION HINT: The $5B valuation is the market's verdict that the content-as-loss-leader model is real and scalable. This is market evidence, not just theoretical argument.
+rchive/2025-02-27-fortune-mrbeast-5b-valuation-beast-industries.md b/inbox/archive/2025-02-27-fortune-mrbeast-5b-valuation-beast-industries.md/,/^diff --git /{ /^+[^+]/s/^+//p }
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