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LadBible has dumped the lads Young men have been driven into darker forums

“Thou shall always drink more than you can handle.” Credit: The Inbetweeners

“Thou shall always drink more than you can handle.” Credit: The Inbetweeners


August 9, 2023   5 mins

“Thou shall covet thy neighbour’s breasts.” “Thou shall always drink more than you can handle.” “Thou shall specialise in creating and distributing exquisite banter.” “Thou shall share hot Milf with friend if opportunity arises.” “Thou shall always prefer Pippa to Kate Middleton.” “Thou shall inform everyone when thou require a poo.”

These are not excerpts from an ill-advised Church of England youth outreach programme. These are some of the 250-odd “Lad Commandments”, upon which the blokey media empire LadBible was founded in 2011. Lad culture had passed out of its Nineties pomp by then, but it remained potent. The Sun was still publishing topless models on Page 3. The Inbetweeners had shoved words like “clunge” and “minge” into the public consciousness. “Proper Moist”, a comedy song about girls “walking like Robocop” after a night of lovemaking, reached number 15 on the UK singles chart in 2014.

It was a time when Facebook was filled with teenagers rather than pensioners. I was one of them, sharing the now-antiquated memes — “one does not simply walk into Mordor” — that Elon Musk still finds funny. LadBible’s Facebook posts, which mainly concerned hot women, were ubiquitous. The last item of 2011 is a poll of words for breasts: “melons”, “jugs”, “fun bags”, “barrys”, “tats”, “boobs” and “chebs”. In 2012, one post asks: “What do you think of Miley Cyrus’ Side boob lads?” (Side boobs, being titillating but non-pornographic, were a major preoccupation.) Other features included the self-explanatory “Bumday Mondays” and “Cleavage Thursdays”.

Browsing through those early Facebook posts today is akin to wading through hastily shredded documents in an abandoned embassy. The images don’t load properly; the links direct to a page on its website which reads: “Sorry, this content isn’t available right now.” Around 2015, LadBible cleaned up its act. Co-founder Alexander “Solly” Solomou redefined the lad as “someone who spots a grandma crossing the road with heavy shopping, someone with manners, who is polite, who can be a hero”. He didn’t regret the earlier material but described it as a “learning curve”. Misogyny had become a commercial drag: “We realised that certain things needed to change if we wanted to compete with those guys in the States.”

This proved to be correct. In December 2021, the controlling LadBible Group floated on the second tier of London’s stock market at £360 million. It now has multiple brands and boasts of “a global audience approaching 1 billion”, of which 40% is female. The focus is on less controversial, more easily monetised content: “Man goes on Antiques Roadshow with Ark of the Covenant from Indiana Jones”; “Seven signs you have a work husband or wife”; a video of a guy trying, and failing, to jump across a canal.

The chauvinistic weekend warrior was not just a limited audience but a shrinking one. After MeToo, lad culture lost its virility. The original lads grew up and settled down. Now they prefer weightlifting to binge drinking, and their wives tick them off if their banter goes too far. Gen Zs use second-hand drag slang — “it’s giving”; “throwing shade” ­— rather than patter like “reem” or “mint”. Lads thought girls were “gagging for it”, but today’s male contestants of Love Island handle the sexual agency of women with Clausewitzian levels of strategic delicacy. Modern footballers are upstanding, campaigning public figures rather than vodka-chugging louts (Jack Grealish the honourable exception). There is, of course, still plenty of grim sexism about, but misogyny no longer has a winking cultural ambassador to egg it on.

In truth, LadBible was driven by a different, more durable male archetype: the hardscrabble Thatcherite entrepreneur. Consider Solomou, a Stockport grammar-school boy who traded clothes on eBay in his early teens. In 2012, while studying business at Leeds University, he came across the embryonic LadBible and bought it from its creator, Oxford Brookes student Alex Partridge, for a reported £300. Arian Kalantari, Solomou’s childhood friend, came on board, and the duo’s knack for clickable content drove a breakneck expansion of the brand’s social media presence.

In 2018, they took over their competitor Unilad in a distinctly sober bit of manoeuvring. Unilad — a similar proposition to LadBible — was founded by Partridge, too, but he was forced out by his partners, leading to a lengthy legal battle after which the company was ordered to pay him £5 million. As Unilad struggled with debt and tax issues, the pair acquired the £5 million liability from Partridge, helping them swallow their rival outright. (Solomou is now the last man standing: last month, Kalantari left the company to pursue “new challenges and new adventures”.)

Similar commercial realism has spurred LadBible’s high-profile good works. In 2016, it launched a men’s mental health campaign called UOKM8?, which it reprised in 2018 and 2019. (It’s currently involved in Sadiq Khan’s “Maaate” campaign against sexual harassment.) And in 2019, Unilad set up an “illegal” blood bank for gay and bisexual men to protest a now-abolished law banning them from donating unless they refrained from sex. This, from a brand which temporarily shut down in 2012 after a piece remarked: “85% of rape cases go unreported. That seems to be fairly good odds.”

Whatever their industry, blue-chip firms are far more likely to work with media organisations that say men should open up than those that make rape jokes. And a smartened-up LadBible has built a prolific sponsored content operation: it leverages its audience for branded campaigns with the likes of McDonald’s chicken nuggets, John Lewis, Nando’s, Google and Durex (who “came to us to kick start the conversation” around different condom fits).

Yet it is LadBible’s zeitgeisty mental health drive that is most revealing of its evolution. Brands that sell stuff to men — such as Nivea, Lynx and Gymshark — are now very interested in how those men are feeling. You can even buy a £795 jacket from Frahm which has “don’t keep it buttoned” stitched into the lining. (“Could this jacket help prevent depression?” asked the FT.) For his part, Alex Partridge, who presumably had some role writing or publishing the Lad Commandments, now posts on LinkedIn about his ADHD and #neurodiversity.

Many companies have gone on a similar journey to LadBible. Lynx, for example, used to make adverts about how its deodorant was irresistible to women, a quality touched upon in one particular Lad Commandment: “Thou shall always wear Lynx deodorant, as it is the deodorant which rakes in the pussy.” But as lad culture started crumbling, they enthusiastically began assembling their new ideal consumer: a soft, sensitive geezer who finds it okay to say he’s not okay.

This is a convenient customer to have. For one thing, he is happy to blame his problems on himself. The corporate vision of mental health is distinctly individualist: you’re sad because your brain isn’t quite right, so exercise consumer choice and get online therapy with BetterHelp. The alternative vision — that being miserable might have a lot to do with external things, such as economic rot and a loss of status in a post-patriarchal world — points to collective political action, and maybe higher taxes on those firms that seem so concerned about us. This scenario is clearly less appealing.

Yet while the lad has had his day, something worse might have taken his place. The popularity of Andrew Tate has proved that misogyny, though mostly cleared from the public sphere, is still widespread in young men. The vacuum left by the original LadBible was ripe to be filled. But while Tate is a sexist, he is not a lad — he is an individualist, with a lonely, materialistic vision of alphadom that offers a warped counterpart to the cuddly mental health discourse about working on yourself.

Perhaps the only redeeming feature of lad culture was its camaraderie. What is “bros before hoes” if not an uncouth expression of male bonding? Lads are surrounded by their mates. Tate is surrounded by his Bugattis. Lads bunk off work. Tate sees wealth as the making of the man. How ironic, then, that as it has transformed its brand in the name of profit, LadBible has hemmed far closer to Tate’s view of the world than that of its one-time audience. Behind the beer goggles was always a cold, dead-eyed stare.


Josiah Gogarty is assistant editor at The Knowledge, an email news digest, and a freelance writer elsewhere.

josiahgogarty

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Julian Farrows
Julian Farrows
1 year ago

Young men are driven to ‘darker’ fora because most mainstream media either engages in male bashing or tries to pathologize men. Moreover, women make for better consumers so most editorials skew toward this demographic.

Champagne Socialist
Champagne Socialist
1 year ago
Reply to  Julian Farrows

Jules is triggered! Looks like he needs to retreat to the safe spaces where his idiotic misogyny and homophobia are still tolerated.

Martin Bollis
Martin Bollis
1 year ago

Where would we be without our daily dose of CS gas.

Lesley van Reenen
Lesley van Reenen
1 year ago
Reply to  Martin Bollis

Are there a few on this forum who are the same person going by different ‘names’?

Derek Smith
Derek Smith
1 year ago

My money is on CS being Graeme McNeill. Same attitude, same drive-by language.

Last edited 1 year ago by Derek Smith
Richard Craven
Richard Craven
1 year ago
Reply to  Derek Smith

That’s actually quite plausible.

Richard Craven
Richard Craven
1 year ago
Reply to  Derek Smith

That’s actually quite plausible.

polidori redux
polidori redux
1 year ago

Flag the comment as offensive

Lesley van Reenen
Lesley van Reenen
1 year ago
Reply to  polidori redux

I very seldom flag… but I’m watching!

Richard Craven
Richard Craven
1 year ago
Reply to  polidori redux

I think it should be left up as a testament of leftist inanity.

Lesley van Reenen
Lesley van Reenen
1 year ago
Reply to  polidori redux

I very seldom flag… but I’m watching!

Richard Craven
Richard Craven
1 year ago
Reply to  polidori redux

I think it should be left up as a testament of leftist inanity.

Tom Graham
Tom Graham
1 year ago

No, they all just seem the same because they repeat the same tedious cliches that they read somewhere else, never having had an original thought between them.

Derek Smith
Derek Smith
1 year ago

My money is on CS being Graeme McNeill. Same attitude, same drive-by language.

Last edited 1 year ago by Derek Smith
polidori redux
polidori redux
1 year ago

Flag the comment as offensive

Tom Graham
Tom Graham
1 year ago

No, they all just seem the same because they repeat the same tedious cliches that they read somewhere else, never having had an original thought between them.

Lesley van Reenen
Lesley van Reenen
1 year ago
Reply to  Martin Bollis

Are there a few on this forum who are the same person going by different ‘names’?

Julian Farrows
Julian Farrows
1 year ago

You sound a little unhinged. I think the best thing for you to do would be to switch off the computer and go make yourself a nice warm cup of milky tea.

Mark V
Mark V
1 year ago

This is a parody account I guess

Martin Bollis
Martin Bollis
1 year ago

Where would we be without our daily dose of CS gas.

Julian Farrows
Julian Farrows
1 year ago

You sound a little unhinged. I think the best thing for you to do would be to switch off the computer and go make yourself a nice warm cup of milky tea.

Mark V
Mark V
1 year ago

This is a parody account I guess

Champagne Socialist
Champagne Socialist
1 year ago
Reply to  Julian Farrows

Jules is triggered! Looks like he needs to retreat to the safe spaces where his idiotic misogyny and homophobia are still tolerated.

Julian Farrows
Julian Farrows
1 year ago

Young men are driven to ‘darker’ fora because most mainstream media either engages in male bashing or tries to pathologize men. Moreover, women make for better consumers so most editorials skew toward this demographic.

Matt M
Matt M
1 year ago

Men are the same now – have the same interests, are attracted to the same things and talk to each other in the same way – as they did a hundred years ago. That this isn’t reflected in the media just means the media firms are going bust because men don’t want to consume their output. No man will ever watch women’s football, talk to their friends about their “feelings” or whatever else is meant to form part of the latest version of the “new man”.

Harry Phillips
Harry Phillips
1 year ago
Reply to  Matt M

I’ve been watching the women’s football.

The Swedish and Moroccan teams are well fit.

Derek Smith
Derek Smith
1 year ago
Reply to  Harry Phillips

Maaate….

Mark V
Mark V
1 year ago
Reply to  Harry Phillips

I’ll have to verify

Derek Smith
Derek Smith
1 year ago
Reply to  Harry Phillips

Maaate….

Mark V
Mark V
1 year ago
Reply to  Harry Phillips

I’ll have to verify

Bret Larson
Bret Larson
1 year ago
Reply to  Matt M

Ive watched literally thousands of girls and women’s soccer games. Course, I have coached about 70-100 team seasons so I guess its not all that weird.
However, I have only ever watched about two games, at the world cup in Edmonton, against teams I didn’t have an interest in, family member playing or team Canada game or the like.
The soccer was second level back then, its much better now, but I cant imagine buying season tickets to watch a professional team. Even the men cant make in Edmonton.

Judy Johnson
Judy Johnson
1 year ago
Reply to  Matt M

I agree Matt. It seems important today to deny that men and women are different! Differences seem to imply rank and often are not seen as equal.

Harry Phillips
Harry Phillips
1 year ago
Reply to  Matt M

I’ve been watching the women’s football.

The Swedish and Moroccan teams are well fit.

Bret Larson
Bret Larson
1 year ago
Reply to  Matt M

Ive watched literally thousands of girls and women’s soccer games. Course, I have coached about 70-100 team seasons so I guess its not all that weird.
However, I have only ever watched about two games, at the world cup in Edmonton, against teams I didn’t have an interest in, family member playing or team Canada game or the like.
The soccer was second level back then, its much better now, but I cant imagine buying season tickets to watch a professional team. Even the men cant make in Edmonton.

Judy Johnson
Judy Johnson
1 year ago
Reply to  Matt M

I agree Matt. It seems important today to deny that men and women are different! Differences seem to imply rank and often are not seen as equal.

Matt M
Matt M
1 year ago

Men are the same now – have the same interests, are attracted to the same things and talk to each other in the same way – as they did a hundred years ago. That this isn’t reflected in the media just means the media firms are going bust because men don’t want to consume their output. No man will ever watch women’s football, talk to their friends about their “feelings” or whatever else is meant to form part of the latest version of the “new man”.

John Galt Was Correct
John Galt Was Correct
1 year ago

Men, young or old don’t care about social media sites. They don’t care about things like ‘Lad’s Bible’ and never really did, it was just entertainment, not life therapy. They do their own thing. The only people interested in Lad Bible type sites or this Tate person that journalists can’t seem to stop writing about, are journalists.

Julian Farrows
Julian Farrows
1 year ago

Yes, they keep their dark ‘gods’ alive by seeing them everywhere.

Mark V
Mark V
1 year ago

Haha this is true, I don’t know anybody who doesn’t think Tate is a numpty, regardless of their political persuasion otherwise.

Julian Farrows
Julian Farrows
1 year ago

Yes, they keep their dark ‘gods’ alive by seeing them everywhere.

Mark V
Mark V
1 year ago

Haha this is true, I don’t know anybody who doesn’t think Tate is a numpty, regardless of their political persuasion otherwise.

John Galt Was Correct
John Galt Was Correct
1 year ago

Men, young or old don’t care about social media sites. They don’t care about things like ‘Lad’s Bible’ and never really did, it was just entertainment, not life therapy. They do their own thing. The only people interested in Lad Bible type sites or this Tate person that journalists can’t seem to stop writing about, are journalists.

Chris Hume
Chris Hume
1 year ago

Many companies have gone on a similar journey to LadBible. Lynx, for example, used to make adverts about how its deodorant was irresistible to women, a quality touched upon in one particular Lad Commandment: “Thou shall always wear Lynx deodorant, as it is the deodorant which rakes in the p***y.”

I’m not sure this is indicative of a ‘journey’ as it was always a self-deprecating joke. Both the adverts and the ‘commandment’ are drenched in irony. It was well understood that lynx was popularly considered the deodorant of choice for sweaty teenage boys, most certainly NOT favoured by the fairer sex. Lynx simply leaned into this with the ‘lynx effect’ stuff by being obviously and deliberately absurd. It is an acknowledgement of the fact that the opposite is commonly held as true.

Mark Eltringham
Mark Eltringham
1 year ago
Reply to  Chris Hume

My experience as the father of two teenage boys in this era is that it was treated as an alternative to showering. On the worst days, the boys smelled like tramps that had been doused in Lynx. Nobody thought it was really going to attract women.

Mark Eltringham
Mark Eltringham
1 year ago
Reply to  Chris Hume

My experience as the father of two teenage boys in this era is that it was treated as an alternative to showering. On the worst days, the boys smelled like tramps that had been doused in Lynx. Nobody thought it was really going to attract women.

Chris Hume
Chris Hume
1 year ago

Many companies have gone on a similar journey to LadBible. Lynx, for example, used to make adverts about how its deodorant was irresistible to women, a quality touched upon in one particular Lad Commandment: “Thou shall always wear Lynx deodorant, as it is the deodorant which rakes in the p***y.”

I’m not sure this is indicative of a ‘journey’ as it was always a self-deprecating joke. Both the adverts and the ‘commandment’ are drenched in irony. It was well understood that lynx was popularly considered the deodorant of choice for sweaty teenage boys, most certainly NOT favoured by the fairer sex. Lynx simply leaned into this with the ‘lynx effect’ stuff by being obviously and deliberately absurd. It is an acknowledgement of the fact that the opposite is commonly held as true.

Mark V
Mark V
1 year ago

I’m not sure I’ve ever heard any of my laddy mates from back in the day make a “rape joke”.
(Unless of course you’ve expanded the definition to include any comment that includes noticing a woman has attractive qualities.)

Mark V
Mark V
1 year ago

I’m not sure I’ve ever heard any of my laddy mates from back in the day make a “rape joke”.
(Unless of course you’ve expanded the definition to include any comment that includes noticing a woman has attractive qualities.)

Allison Barrows
Allison Barrows
1 year ago

I laughed my old lady *ss off when a thoroughly disgusted Mel B, teamed with Micky Flanagan on “WILTY”, said she’d never heard of “clunge”, which she, of course, pronounced cloonge.
Ah, good times, lads.

Jonathan Bagley
Jonathan Bagley
1 year ago

She probably never has heard of that magnificent onomatopoeia, seemingly having lived in the USA since 2002.

Christopher Thompson
Christopher Thompson
1 year ago

She didn’t pronounce it “cloonge”, she’s not Scottish. She pronounced it “clunge”, with a standard northern “u” sound.

Mark Eltringham
Mark Eltringham
1 year ago

Maybe return the favour to Southerners by constantly rewriting what they say phonetically. Clange, then.

Mark Eltringham
Mark Eltringham
1 year ago

Maybe return the favour to Southerners by constantly rewriting what they say phonetically. Clange, then.

Jonathan Bagley
Jonathan Bagley
1 year ago

She probably never has heard of that magnificent onomatopoeia, seemingly having lived in the USA since 2002.

Christopher Thompson
Christopher Thompson
1 year ago

She didn’t pronounce it “cloonge”, she’s not Scottish. She pronounced it “clunge”, with a standard northern “u” sound.

Allison Barrows
Allison Barrows
1 year ago

I laughed my old lady *ss off when a thoroughly disgusted Mel B, teamed with Micky Flanagan on “WILTY”, said she’d never heard of “clunge”, which she, of course, pronounced cloonge.
Ah, good times, lads.

Frank McCusker
Frank McCusker
1 year ago

First world problems

Frank McCusker
Frank McCusker
1 year ago

First world problems

Right-Wing Hippie
Right-Wing Hippie
1 year ago

I was never a lad even when I were a lad.

Right-Wing Hippie
Right-Wing Hippie
1 year ago

I was never a lad even when I were a lad.

Dumetrius
Dumetrius
1 year ago

They need to hire Irvine Welsh to come up with a simple, easy-to-digest, philosophical realignment strategy.

Dumetrius
Dumetrius
1 year ago

They need to hire Irvine Welsh to come up with a simple, easy-to-digest, philosophical realignment strategy.

j watson
j watson
1 year ago

Ah a dose of nostalgia. Like most nostalgia, ‘rose tinted’ and good to leave it behind.
Not a scientific survey of course but more exposure I get to my grandkids and their friends more I’m impressed and pleased they have much better values, thoughtfulness and attitudes than so many my generation were exposed to and grew up with.
Of course it’s not all good – the prevalence of social media and smart technologies appears to have obvious downsides too and I’m sure linked to some of the growth in mental health concerns. Albeit even on the latter one looks back with distress on kids one grew up with who were clearly having such struggles yet got much less understanding and appreciation deeply affecting their lives from an early stage. Thank goodness we’re moving in a better direction.

Albert McGloan
Albert McGloan
1 year ago
Reply to  j watson

It was fascinating to listen to a teenage boy who sounded like a Victorian spinster appalled by voluptuous piano legs. Perhaps he’s become one of those people who re-write books? A noble vocation. Creating a generation of censorious neurotics will lead us into a future of ever more glorious values and attitudes 🙂

Charles Stanhope
Charles Stanhope
1 year ago
Reply to  j watson

Forwards or backwards?

Clare Knight
Clare Knight
1 year ago

Better means foeward.

Clare Knight
Clare Knight
1 year ago

Better means foeward.

Stephen Quilley
Stephen Quilley
1 year ago
Reply to  j watson

You have to be joking

Judy Johnson
Judy Johnson
1 year ago
Reply to  j watson

Social media, like AI, is morally neutral but open to abuse.
I am also a grandparent and I enjoy being with my grandchildren and listening to their opinions.
I used to be a primary school teacher and within a week of getting a new class each September, I could tell which ones came from homes where there was conversation. They could shape, articulate and change their opinions. I think the conversation that enabled them to process rather than simply recall information was often round a table for meals.

Albert McGloan
Albert McGloan
1 year ago
Reply to  j watson

It was fascinating to listen to a teenage boy who sounded like a Victorian spinster appalled by voluptuous piano legs. Perhaps he’s become one of those people who re-write books? A noble vocation. Creating a generation of censorious neurotics will lead us into a future of ever more glorious values and attitudes 🙂

Charles Stanhope
Charles Stanhope
1 year ago
Reply to  j watson

Forwards or backwards?

Stephen Quilley
Stephen Quilley
1 year ago
Reply to  j watson

You have to be joking

Judy Johnson
Judy Johnson
1 year ago
Reply to  j watson

Social media, like AI, is morally neutral but open to abuse.
I am also a grandparent and I enjoy being with my grandchildren and listening to their opinions.
I used to be a primary school teacher and within a week of getting a new class each September, I could tell which ones came from homes where there was conversation. They could shape, articulate and change their opinions. I think the conversation that enabled them to process rather than simply recall information was often round a table for meals.

j watson
j watson
1 year ago

Ah a dose of nostalgia. Like most nostalgia, ‘rose tinted’ and good to leave it behind.
Not a scientific survey of course but more exposure I get to my grandkids and their friends more I’m impressed and pleased they have much better values, thoughtfulness and attitudes than so many my generation were exposed to and grew up with.
Of course it’s not all good – the prevalence of social media and smart technologies appears to have obvious downsides too and I’m sure linked to some of the growth in mental health concerns. Albeit even on the latter one looks back with distress on kids one grew up with who were clearly having such struggles yet got much less understanding and appreciation deeply affecting their lives from an early stage. Thank goodness we’re moving in a better direction.

Aphrodite Rises
Aphrodite Rises
1 year ago

Tedious. Read two paragraphs.

Billy Bob
Billy Bob
1 year ago

Tedious reply, unfortunately I read all four words

Billy Bob
Billy Bob
1 year ago

Tedious reply, unfortunately I read all four words

Aphrodite Rises
Aphrodite Rises
1 year ago

Tedious. Read two paragraphs.