Opinions differ about Niclas Matthei. But the self-proclaimed advertising master declares himself a millionaire. How can that be?
“No, it won’t make me filthy rich,” complains Niclas Matthei, better known as the advertising master, on social media. He shares a screenshot. A story from RTL can be seen on it: “Niclas Matthei likes to report sinners in traffic on his own initiative – and becomes extremely rich.”
But the advertising chief doesn’t earn a cent by reporting illegal parking, as he now visibly angrily announced on Instagram. Anything else would be very unusual. Because Matthei only reports traffic offenders to the police. It’s only logical that he can’t make any money with it. Actually, it’s about something completely different. Niclas Matthei first became known as an “advertising master” – and was able to build a business model based on his sudden reach and prominence.
He also explains this on Instagram. “My motivation for taking a few camera teams on a speeding ticket tour back then was solely to draw attention to the big problem of illegal parking,” he gives insight into his PR strategy. It was “an unplanned side effect” that “dozens of companies” then wanted to work with him. Since then, his work has consisted of two areas. One of them, according to Matthei, is the appearances in clubs. The other essentially falls into the area of advertising and merchandise.
At 18, Niclas Matthei is already a self-employed entrepreneur in online marketing: he gets paid for advertising collaborations as well as products that he sells on the Internet. In addition, he also receives a regular income as an employee. Read more about this here. Overall, he speaks of a “seven-figure” account balance.
How much salary Matthei receives in detail for his club appearances is not known. What is clear, however, is that he has been appearing in various locations across Germany for months. Dubbed “the hottest Internet star of the year”, he will then offer shows like this one in Lower Saxony’s “Galaxy Georgsheil”: “The advertising master checks your suitability for partying! Anyone who hesitates, who slows down or who slacks off risks being reported. The escalation order is issued strictly and prominently controlled!”
This description alone makes it clear: Niclas Matthei is a brand. As a so-called creator, he has built his own online presence. The 18-year-old is not only active on Instagram, YouTube, TikTok, Facebook, Twitter and Twitch, he also runs his own donation page on GoFundMe. “Hello. I am Niclas Matthei, the German advertising master. If you would like to give me some money to support me in my hobby, you are welcome to do so here.” According to the current status (October 2, 2024, 2 p.m.), Matthei has collected 4,475 euros from 319 donations made. His fundraising goal is 100,000 euros.
Matthei also runs his own website. “Sponsorship, partnership and cooperation requests” can be made there. “We look forward to hearing from you and exploring collaboration opportunities together,” it says about this business area. So Matthei seems to have a team at his disposal. Matthei does not make it transparent how many employees work for the advertising manager. He also left a request from t-online unanswered.
That still leaves the source of financial income through his own merchandise. Niclas Matthei offers high-visibility vests, T-shirts, sweaters and mugs in different colors, each with the imprint “Anzeigenhauptmeister”. The cheapest product is the mug for 17.99 euros, the high-visibility vest and shirts cost 29.99 euros, and the sweaters cost just under 50 euros.
It is apparently the self-proclaimed advertising master’s latest source of income. According to the company, its products have been available for sale since October 1st at 6 p.m. For this purpose, the entrepreneur works with an online shop called Lolingo. A platform known for primarily working with internet personalities and influencers.
The company has not yet responded to several questions from t-online about the cooperation between Lolingo and Niclas Matthei. So it remains unclear for now what exactly the conditions are – and how much money the advertising master has been able to make with his products so far.
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