LadBaby

Mark Ian Hoyle[1] (born 12 April 1987),[2] commonly known by his Internet pseudonym LadBaby, is a British graphic designer,[3] lifestyle blogger,[4] and YouTuber from Nottingham, England.[5][6] His video content focuses on his experiences as a father, and is filmed with his wife, Roxanne. The couple had the Christmas number one on the UK Singles Chart in 2018, 2019 and 2020 with the novelty songs "We Built This City", "I Love Sausage Rolls" and "Don't Stop Me Eatin'" respectively. This made them only the third act to secure three consecutive Christmas number ones, following The Beatles and the Spice Girls.

For the Japanese kawaii metal band, see Ladybaby.
LadBaby
Personal information
BornMark Ian Hoyle
(1987-04-12) 12 April 1987
Nottingham, England
Occupation
Spouse(s)
Roxanne Messenger
​
(m. 2015)​
Children2
Websiteladbaby.com
YouTube information
ChannelsLadBaby (Main channel)
LadBaby & Sons
Years active2016–present
GenreLife hacks, pranks, comedy, social media challenges (LadBaby)
Toy testing, social media challenges (LadBaby & Sons)
Subscribers1 million (LadBaby)
183 thousand (LadBaby & Sons)
Total views198 million (LadBaby)
13.29 million (LadBaby & Sons)
Catchphrase(s)"Yes, mate!"
100,000 subscribers 2018 (LadBaby)
2019 (LadBaby & Sons)
1,000,000 subscribers 2020 (LadBaby)
Updated: 25 December 2020

Career

Background and social media

Mark Hoyle married Roxanne Hoyle (née Messenger)[7] in May 2015 after eloping to Las Vegas;[8] they have two sons, Phoenix Forest and Kobe Notts,[9] born in 2016 and 2018, respectively.[10] The family currently reside in Hemel Hempstead, Hertfordshire. While Roxanne was pregnant with their first son, Mark created a blog named "LadBaby" (reflecting the fact that he "was a lad and [he] was having a baby"), in which he documented his day-to-day life as a first-time parent.[10][11] As of December 2020, the LadBaby YouTube channel, Facebook page and Instagram account have over 1 million subscribers, 4.9 million followers and 1.3 million followers respectively. LadBaby's video content, uploaded onto their Facebook and YouTube accounts, consists mainly of vlogs in which Mark demonstrates life hacks which help him to save money when faced with potentially costly parenting tasks. In June 2017, one vlog, in which he bought a toolbox from a hardware store to serve as a lunchbox for his son, went viral.[11][12] Other creations by him include a baby walker made of pipes, a makeshift paddling pool made from a skip[13] and a makeshift baby gate made from half of a door.[14] Other viral videos include two uploaded in February 2018, when the Hoyle couple had each other's cars wrapped with love heart stickers and photographs of their faces.[3][15] LadBaby is also known for the catchphrase "Yes, mate!", which is often said in the videos.[16] In October 2018, the Hoyles launched a spin-off YouTube channel, LadBaby & Sons, in which their sons take a more active role.[17] The channel generally focuses on toy testing and kid-friendly social media challenges.[17]

Charity singles

On 14 December 2018, the Hoyle couple released their charity single, a parody cover of Starship's 1985 single "We Built This City". The amended lyrics had a sausage roll theme with the refrain being changed to "We Built This City on Sausage Rolls". All profits from the charity single went to The Trussell Trust.[18] The song debuted at number one on the UK Singles Chart, beating Ava Max's "Sweet but Psycho" and Ariana Grande's "Thank U, Next" to the 2018 Christmas number one, making the Hoyles the first British YouTubers to top the chart. It also topped the Scottish Singles Chart[19] and appeared in Australia's ARIA Digital Track Chart and the US Hot Rock Songs chart peaking at #31 and #47 respectively.[20][21]

On 13 December 2019, the Hoyle couple released a single entitled "I Love Sausage Rolls", a parody cover of Alan Merrill's "I Love Rock 'n' Roll".[22] Nick Southwood co-wrote the new lyrics with the Hoyles, produced, mixed and performed bass and lead guitar.[23] The single's cover is based on Abbey Road's cover. The song became the Christmas number one, beating the likes of Stormzy (#2), Lewis Capaldi (#3) and Dua Lipa (#4), and spent one week in the top 40. The couple were the third act to have two consecutive Christmas number one singles[24][25] and the first to have two successive novelty Christmas number ones in the UK.[26] On 27 December 2019, the record dropped from number 1 to number 57[27] and broke the record for the biggest ever drop from the top within the top 75 (as per The Guinness Book of British Hit Singles list, as "Three Lions" would have crashed out of the 'hit parade' by dropping to number 97 after it was number 1 in 2018). As with their previous single, all proceeds went to The Trussell Trust.[18]

On 13 December 2020, the couple announced their new Christmas single entitled "Don't Stop Me Eatin'", a parody cover of "Don't Stop Believin'" by Journey (which had got to number 2 in the UK charts when it was covered by the Glee Cast).[28][29] In the United Kingdom, its rivals in the race for the Christmas Number One were Russ Abbott's "Atmosphere", former chart toppers Justin Bieber and The Lewisham & Greenwich NHS Choir (teaming up for a version of Bieber's "Holy") and Liam Gallagher's "All You’re Dreaming Of".[30] It was also up against 'Boris Johnson Is A Fucking Cunt' by Kunt and the Gang, which was backed in the race by Black Mirror's Charlie Brooker,[31] and which also had a sausage roll-based version. Again LadBaby's parody version of "Don't Stop Believin'" has a sausage roll theme, with proceeds going to The Trussell Trust, whilst the design of the single's sleeve parodied Queen's Bohemian Rhapsody.[32][33]

On 21 December 2020, LadBaby released an additional duet version of "Don't Stop Me Eatin'", which featured Ronan Keating performing the song with 'LadBabyMum' Roxanne Hoyle.[34][35][36] On 22 December 2020, James Masterton (the chart analyst for Music Week)[37] reported that the single had sold over 116,000 copies so far, a total which included both the original and the version with Ronan.[38]

On 25 December 2020, Katie Thistleton on BBC Radio 1[39][40] revealed it was the number one for Christmas 2020. It sold 158,000 to top the chart and 94% of its total figure came from paid for sales (downloads and CDs rather than streams). It was the fastest selling single in the UK charts since another charity record, "Bridge Over Troubled Water" by Artists For Grenfell, topped the chart in June 2017.[41] LadBaby became the third act to secure three consecutive Christmas number ones in a row and one of the few acts to top the chart with their first three singles. If "Don't Stop Me Eatin'" is the last LadBaby single to be ever released, they will join Robson & Jerome as an act whose singles chart career consists of three chart toppers and nothing else.[42]

On 1 January 2021, "Don't Stop Me Eatin'" dropped down the Official Chart Company's singles chart to number 78 and so became the first new track to drop out of the Top 75 ('hit parade') from number one. In doing so it broke the record for shortest stay in the 'hit parade' for a number one single (as in The Guinness Book of British Hit Singles list of Top 75 singles chart records) with only one week in the Top 75.[43][44]

Other ventures

In 2012, the couple took part in Channel 4’s Hidden Talent. Trained by former champion freediver Emma Farrell, Roxanne Hoyle was able to hold her breath underwater for four minutes and eighteen seconds.[7]

In June 2018, following an online public vote, Mark Hoyle won Clas Ohlson's 2018 "Celebrity Dad of the Year" award, beating Prince William and others.[45] Nine months later, Roxanne Hoyle won Clas Ohlson's 2019 "Celebrity Mum of the Year" award, beating out Holly Willoughby and Catherine, Duchess of Cambridge, among others.[46][47]

In November 2019, the Hoyle couple published a book titled Parenting for £1: …And Other Baby Budget Hacks, in which they wrote about their life hacks.[48]

In October 2020, Mark and Roxanne announced they had partnered with Walkers to create limited edition sausage roll-flavoured crisps,[49][50] with five pence of the proceeds from each pack going to The Trussell Trust.[51]

Discography

Singles
List of singles, with selected chart positions
Title Year Peak chart positions Album
UK
[52]		 AUS
[53]		 IRE
[54]		 NZ
Hot
[55]		 SCO
[56]		 US
Rock
[57]
"We Built This City" 2018 1—[upper-alpha 1]——147 Non-album singles
"I Love Sausage Rolls" 2019 11005920110
"Don't Stop Me Eatin'" 2020 1649312—28
"—" denotes items which were not released in that country or failed to chart.

Notes
  1. "We Built This City" did not enter the ARIA Singles Chart, but peaked at number 31 on the ARIA Digital Track Chart.[58]

References
  1. "LadBaby". www.facebook.com. 5 July 2018. Retrieved 22 December 2018.
  2. "LadBaby". www.facebook.com. 11 April 2017. Retrieved 22 December 2018.
  3. Almond, Lillie (15 February 2018). "Woman covers hubby's car with photos of herself to mark Valentine's Day". nottinghampost. Retrieved 22 December 2018.
  4. "LadBaby takes aim at second Christmas number one". BBC News. 9 December 2019. Retrieved 20 December 2020.
  5. Gorman, Rachel (19 December 2018). "All you need to know about LadBaby – Nottingham's Christmas No. 1 contender". nottinghampost. Retrieved 21 December 2018.
  6. "Could vlogger LadBaby be crowned Christmas number one with a song about sausage rolls?". Evening Standard. 21 December 2018. Retrieved 21 December 2018.
  7. People, Sunday (5 May 2012). "Taking the plunge". mirror. Retrieved 22 December 2018.
  8. Fletcher, Giovanna (24 March 2020). "Roxanne Hoyle (LadBabyMum) | HAPPY MUM, HAPPY BABY: THE PODCAST". YouTube. Retrieved 11 June 2020.
  9. Gorman, Rachel (20 December 2018). "LadBaby's 5 best videos - that aren't a contender for the Christmas No. 1". nottinghampost. Retrieved 5 May 2020.
  10. Hoyle, Mark; Hoyle, Roxanne (2018). LadBaby: Parenting for £1… and Other Baby Budget Hacks. United Kingdom: Transworld Publishers. ISBN 9781787630161.
  11. Ashe, Isaac (4 August 2018). "Meet the Nottinghamshire dad behind the Ladbaby viral videos". nottinghampost. Retrieved 11 June 2020.
  12. "This genius dad replaced his baby's lunchbox with a toolbox and it's a game-changer". Independent.ie. Retrieved 22 December 2018.
  13. Debnath, Neela (3 August 2017). "This Morning plunged into chaos as toddler wreaks HAVOC and Ruth chases after child". Express.co.uk. Retrieved 22 December 2018.
  14. "Dad Comes Up With "Brilliant" Babyproofing Solution, But Wife Is Not A Fan". InspireMore. 24 July 2017. Retrieved 22 December 2018.
  15. "Husband Gets Payback For His Hilariously Funny Valentine's Day Gift (WATCH) | Karen Sharp | KOST 103.5". Karen Sharp. Retrieved 22 December 2018.
  16. "LadBaby Wins Celeb Dad Of The Year Award And Social Media Success". Go Spider. 17 June 2018. Retrieved 22 December 2018.
  17. Gorman, Rachel (16 April 2019). "LadBaby launches spin-off YouTube channel testing toys with his sons". nottinghampost. Retrieved 25 May 2020.
  18. Snapes, Laura (20 December 2019). "'I Love Sausage Rolls is for people who can't eat': LadBaby's Mark Hoyle". The Guardian. ISSN 0261-3077. Retrieved 11 June 2020.
  19. "Official Scottish Singles Sales Chart Top 100 | Official Charts Company". www.officialcharts.com.
  20. "ARIA Australian Top 40 Digital Tracks" (PDF). Australian Recording Industry Association. 24 December 2018. Retrieved 22 December 2018.
  21. "Top Rock Songs Chart: December 29, 2018". Billboard. Retrieved 25 December 2018.
  22. "LadBaby drops charity single I Love Sausage Rolls for shot at 2nd Christmas no.1". Metro. 13 December 2019. Retrieved 13 December 2019.
  23. "I Love Sausage Rolls". Trending Network.
  24. McIntyre, Hugh. "YouTube Sensation LadBaby Scores His Second No. 1 Hit In The U.K., And It's An Important One". Forbes. Retrieved 11 June 2020.
  25. "LadBaby crowned Christmas no.1 for 2nd straight year". UniLad. 20 December 2019.
  26. "LadBaby score second Official Christmas Number 1 with I Love Sausage Rolls". Official Charts Company. 20 December 2019.
  27. "Official Singles Chart Top 100 | Official Charts Company". www.officialcharts.com. Retrieved 22 December 2020.
  28. https://www.officialcharts.com/artist/5980/glee-cast/
  29. "When LadBaby announce their surprise 2020 Christmas Song!!". YouTube. 13 December 2020. Retrieved 13 December 2020.
  30. "Christmas Number 1 2020: The contenders revealed". Retrieved 22 December 2020.
  31. "Charlie Brooker wants 'Boris Johnson Is A Fucking C**t' to be Christmas Number One". 1 November 2020. Retrieved 22 December 2020.
  32. "LadBaby Drops Official Music Video For Future Christmas Classic, Don't Stop Me Eatin'". www.unilad.co.uk. Retrieved 22 December 2020.
  33. Simpson, George (15 December 2020). "Freddie Mercury: LadBaby on Queen-inspired Bohemian Rhapsody cover and 'nightmare' shoot". Express.co.uk. Retrieved 22 December 2020.
  34. "LadBaby Team Up with Ronan Keating to Record a New Duet Version of 'Don't Stop Me Eatin' Raising Money for the Trussell Trust". 21 December 2020. Retrieved 22 December 2020.
  35. "LadBaby teams up with Ronan Keating for new version of Christmas number 1 contender Don't Stop Me Eatin' - UK news". Newslocker. Retrieved 22 December 2020.
  36. "LadBaby teams up with Ronan Keating for new version of Christmas number 1 contender Don't Stop Me Eatin'". Flipboard. Retrieved 22 December 2020.
  37. https://www.musicweek.com/media/read/meet-music-week-s-new-chart-analyst/079114
  38. https://chart-watch.uk/xmas-no-1
  39. https://www.bbc.co.uk/schedules/p00fzl86
  40. https://www.bbc.co.uk/programmes/m000qp8x
  41. https://www.officialcharts.com/chart-news/ladbaby-score-third-consecutive-official-christmas-number-1-with-dont-stop-me-eatin-we-can-t-believe-it-__32020/
  42. https://www.officialcharts.com/artist/32176/robson-and-jerome/
  43. https://www.officialcharts.com/charts/
  44. https://www.officialcharts.com/artist/54840/ladbaby/
  45. "Prince William is beaten to Celebrity Dad of the Year prize by a YouTuber". Smooth. Retrieved 22 December 2018.
  46. Gorman, Rachel (28 March 2019). "LadBaby's Roxanne Hoyle wins Celebrity Mum of the Year 2019". nottinghampost. Retrieved 31 March 2019.
  47. Moran, Michael (5 March 2019). "LadBaby's wife Roxanne Hoyle shortlisted for Celebrity Mum of the Year award". Dailystar.co.uk. Retrieved 25 April 2020.
  48. "Ladbaby – Parenting for £1". www.penguin.co.uk. Retrieved 22 December 2018.
  49. LadBaby (18 October 2020). "When Mum & Dad launch SAUSAGE ROLL flavour Crisps 😱👍🏻". YouTube. Retrieved 12 November 2020.
  50. Lewis, Anna (16 October 2020). "Walkers' New Sausage Roll Flavoured Crisps Are A Game-Changer". Delish. Retrieved 12 November 2020.
  51. Massey, Jake. "Walkers Is Launching New Sausage Roll Flavoured Crisps". www.ladbible.com. Retrieved 12 November 2020.
  52. "LadBaby | full Official Chart history". Official Charts Company. Retrieved 17 December 2019.
  53. Peaks in Australia:
  54. "IRMA – Irish Charts". Irish Recorded Music Association. Retrieved 26 December 2020.
  55. Peaks on the NZ Hot Singles Chart:
  56. Peak chart positions for singles in Scotland:
  57. "LadBaby Chart History | Hot Rock Songs". Billboard. Retrieved 3 January 2021.
  58. "ARIA Australian Top 40 Digital Tracks" (PDF). Australian Recording Industry Association. 24 December 2018. Retrieved 21 December 2019.
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