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Mark Ian Hoyle (born 12 April 1987), known professionally as LadBaby, is an English
YouTuber A YouTuber is a content creator and social media influencer who uploads or creates videos on the online video-sharing website YouTube, typically posting to their personal YouTube channel. The term was first used in the English language in 2006 ...
, musician, and blogger. His content focuses on his experiences as a father and is usually filmed in collaboration with his wife, Roxanne. The couple garnered the Christmas Number One on the UK Singles Chart for five years from 2018 to 2022, the most consecutive and overall for any artist, with the
sausage roll A sausage roll is a savoury dish, popular in current and former Commonwealth nations, consisting of sausage meat wrapped in puff pastry. Although variations are known throughout Europe and in other regions, the sausage roll is most closely assoc ...
-themed novelty songs "
We Built This City "We Built This City" is the debut single by American rock band Starship, from their 1985 debut album '' Knee Deep in the Hoopla''. It was written by English musicians Martin Page and Bernie Taupin, who were both living in Los Angeles at the time ...
", " I Love Sausage Rolls", " Don't Stop Me Eatin'", " Sausage Rolls for Everyone" and "
Food Aid Humanitarian aid is material and logistic assistance, usually in the short-term, to people in need. Among the people in need are the homeless, refugees, and victims of natural disasters, wars, and famines. The primary objective of humanitarian ...
". This made them the first musical act in British history to secure five Christmas No. 1 hits, surpassing the record set by
the Beatles The Beatles were an English Rock music, rock band formed in Liverpool in 1960. The core lineup of the band comprised John Lennon, Paul McCartney, George Harrison and Ringo Starr. They are widely regarded as the Cultural impact of the Beatle ...
, who had four Christmas No. 1 songs in 1963, 1964, 1965 and 1967.


Career


Background and social media

Mark Ian Hoyle was born in
Nottingham Nottingham ( , East Midlands English, locally ) is a City status in the United Kingdom, city and Unitary authorities of England, unitary authority area in Nottinghamshire, East Midlands, England. It is located south-east of Sheffield and nor ...
on 12 April 1987. He married Roxanne (née Messenger) in May 2015 after they eloped to
Las Vegas Las Vegas, colloquially referred to as Vegas, is the most populous city in the U.S. state of Nevada and the county seat of Clark County. The Las Vegas Valley metropolitan area is the largest within the greater Mojave Desert, and second-l ...
. They reside in Nottingham and have two sons, Phoenix Forest (born 2016) and Kobe Notts (born 2018), with "Forest" being a reference to
Nottingham Forest F.C. Nottingham Forest Football Club is a professional association football club based in West Bridgford, Nottinghamshire, England. The club competes in the Premier League, the top tier of English football. Founded in 1865, Nottingham Forest h ...
and "Notts" being a common nickname for the city. While Roxanne was pregnant with their first son, Mark created a blog named "LadBaby", reflecting on the fact that he "was a lad and ewas having a baby". He used the blog to document his day-to-day life as a first-time parent. In October 2019 he signed deals with WME and
MVE Management MVE Management (formerly known as Margravine Management) is a talent management company founded in 2018 by Joe Sugg and Caspar Lee in partnership with IMG. The company was originally headquartered in London, England, and expanded to the United ...
. , the LadBaby
YouTube YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in ...
channel,
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page, and
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account respectively have over 1 million subscribers, 4.9 million followers, and 1.3 million followers. LadBaby's video content, uploaded onto their Facebook and YouTube accounts, consists mainly of
vlog A vlog (), also known as a video blog or video log, is a form of blog for which the medium is video. Vlog entries often combine embedded video (or a video link) with supporting text, images, and other metadata. Entries can be recorded in one ta ...
s in which Mark demonstrates
life hack A life hack (or life hacking) is any trick, shortcut, skill, or novelty method that increases productivity and efficiency, in all walks of life. The term was primarily used by computer experts who suffer from information overload or those with a p ...
s 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. Other creations by him include a baby walker made of pipes, a makeshift paddling pool made from a
skip Skip or Skips may refer to: Acronyms * SKIP (Skeletal muscle and kidney enriched inositol phosphatase), a human gene * Simple Key-Management for Internet Protocol * SKIP of New York (Sick Kids need Involved People), a non-profit agency aiding ...
and a makeshift
baby gate A baby gate or stair gate is a protective barricade, barrier designed to prevent babies and toddlers from accessing areas of a home that may not be safety, safe for them, such as stairways and kitchens. Baby gates are typically constructed of met ...
made from half of a door. 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. LadBaby is also known for the catchphrase "yes, mate!" which is often said in the videos. In October 2018, the Hoyles launched a spin-off YouTube channel, LadBaby & Sons, in which their sons take a more active role. The channel generally focuses on toy testing and kid-friendly social media challenges.


Charity singles

On 14 December 2018, the Hoyles released their
charity single A charity record, charity album, or charity single is a recording with most or all proceeds raised going to a dedicated foundation or charity. In 1956, The Lord's Taverners released a 78 rpm disc which contained six tracks donated by popular artis ...
, a parody cover of
Starship A starship, starcraft, or interstellar spacecraft is a theoretical spacecraft designed for interstellar travel, traveling between planetary systems. The term is mostly found in science fiction. Reference to a "star-ship" appears as early as 1 ...
's 1985 single "
We Built This City "We Built This City" is the debut single by American rock band Starship, from their 1985 debut album '' Knee Deep in the Hoopla''. It was written by English musicians Martin Page and Bernie Taupin, who were both living in Los Angeles at the time ...
". The amended lyrics had a
sausage roll A sausage roll is a savoury dish, popular in current and former Commonwealth nations, consisting of sausage meat wrapped in puff pastry. Although variations are known throughout Europe and in other regions, the sausage roll is most closely assoc ...
theme with the refrain being changed to "We Built This City on Sausage Rolls". Proceeds from the charity single went to The Trussell Trust. The song debuted at number one on the UK Singles Chart, beating
Ava Max Amanda Ava Koci (born Amanda Koçi; February 16, 1994), known professionally as Ava Max ( ), is an American Pop music, pop singer and songwriter. She rose to prominence in 2018 with the release of her breakthrough single "Sweet but Psycho". The ...
's " Sweet but Psycho" and
Ariana Grande Ariana Grande-Butera ( ; born June 26, 1993) is an American singer, songwriter, and actress. Regarded as a pop icon and an influential figure in popular music, Grande is known for her four-octave vocal range, which extends into the whistle re ...
's " Thank U, Next" to the 2018 Christmas number one, making the Hoyles the first British YouTubers to top the chart. It also appeared in Australia's
ARIA Digital Track Chart The ARIA Digital Track Chart ranks the highest selling legally downloaded music tracks within Australia and is provided by the Australian Recording Industry Association. History The Digital Track Chart was established in 2006 and first publis ...
and the US
Hot Rock Songs Hot Rock & Alternative Songs (formerly known as Rock Songs and Hot Rock Songs) is a record chart published by ''Billboard'' magazine. From its debut on June 20, 2009, through October 13, 2012, the chart ranked the airplay of songs across alternati ...
chart peaking at No. 31 and No. 47 respectively. On 13 December 2019, the Hoyles released a single entitled "I Love Sausage Rolls", a parody cover of
Alan Merrill Alan Merrill (born Allan Preston Sachs; February 19, 1951 – March 29, 2020) was an American vocalist, guitarist and songwriter. In the early 1970s, he was one of the few resident foreigners in Japan to achieve pop star status there. He wrote t ...
's "
I Love Rock 'n' Roll "I Love Rock 'n' Roll" is a rock song written by Alan Merrill and Jake Hooker (musician), Jake Hooker and first recorded by the Arrows (British band), Arrows, a British rock band, in 1975. A 1981 cover version by Joan Jett and the Blackhearts, ...
". Nick Southwood co-wrote the new lyrics with the Hoyles, produced, mixed and performed bass and lead guitar. The single's cover is based on ''
Abbey Road ''Abbey Road'' is the eleventh studio album by the English rock band the Beatles, released on 26 September 1969, by Apple Records. It is the last album the group recorded, although '' Let It Be'' (1970) was the last album completed before th ...
'' cover. The song became the Christmas number one, beating the likes of
Stormzy Michael Ebenezer Kwadjo Omari Owuo Jr. (born 26 July 1993), known professionally as Stormzy, is an English-Ghanaian rapper, singer, and songwriter. In 2014, he gained attention on the UK underground music scene through his ''Wicked Skengman'' ...
(No. 2),
Lewis Capaldi Lewis Marc Capaldi (born 7 October 1996) is a Scottish singer-songwriter and musician. In March 2019, his single "Someone You Loved" (2018) topped the UK Singles Chart where it remained for seven weeks, and in November 2019, it reached number ...
(No. 3) and
Dua Lipa Dua Lipa ( ; born22 August 1995) is an English and Albanian singer, songwriter and actress. List of awards and nominations received by Dua Lipa, Her accolades include seven Brit Awards and three Grammy Awards. Lipa worked as a model before v ...
(No. 4), and spent one week in the top 40. The couple were the third act to have two consecutive Christmas number one singles and the first to have two successive novelty Christmas number ones in the UK. On 27 December 2019, the record dropped from number 1 to number 57 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, proceeds went to The Trussell Trust. In a December 2019 interview with ''
The Guardian ''The Guardian'' is a British daily newspaper. It was founded in Manchester in 1821 as ''The Manchester Guardian'' and changed its name in 1959, followed by a move to London. Along with its sister paper, ''The Guardian Weekly'', ''The Guardi ...
'', Hoyle declined to say who he had voted for at that month's
general election A general election is an electoral process to choose most or all members of a governing body at the same time. They are distinct from By-election, by-elections, which fill individual seats that have become vacant between general elections. Gener ...
; and when asked whether a government that introduced austerity would do anything to mitigate the issue of food poverty, he said the UK needed to have faith that the incoming
Conservative Conservatism is a cultural, social, and political philosophy and ideology that seeks to promote and preserve traditional institutions, customs, and values. The central tenets of conservatism may vary in relation to the culture and civiliza ...
government were "the right people", and said that "I'm sure they're gonna do a great job." 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 ''Glee'' (stylized as ''glee'') is an American jukebox musical comedy-drama television series created by Ryan Murphy, Brad Falchuk, and Ian Brennan for the Fox Broadcasting Company. Taking place at the fictional William McKinley High School ...
). 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". Again, LadBaby's parody version of "Don't Stop Believin'" had a sausage roll theme, with proceeds going to The Trussell Trust, whilst the design of the single's sleeve parodied
Queen Queen most commonly refers to: * Queen regnant, a female monarch of a kingdom * Queen consort, the wife of a reigning king * Queen (band), a British rock band Queen or QUEEN may also refer to: Monarchy * Queen dowager, the widow of a king * Q ...
's ''
Bohemian Rhapsody "Bohemian Rhapsody" is a song by the British rock music, rock band Queen (band), Queen, released as the lead single from their fourth studio album, ''A Night at the Opera (Queen album), A Night at the Opera'' (1975). Written by Queen's lead si ...
''. On 21 December 2020, LadBaby released an additional duet version of "Don't Stop Me Eatin'", which featured
Ronan Keating Ronan Patrick John Keating (born 3 March 1977) is an Irish singer, songwriter, actor and presenter. He debuted in 1993 alongside Keith Duffy, Michael Graham, Shane Lynch, and Stephen Gately, as the co-lead singer (with Gately) of Irish pop g ...
performing the song with Roxanne. On 22 December 2020, James Masterton (the chart analyst for ''
Music Week ''Music Week'' is a trade publication for the UK record industry distributed via a website and a monthly print magazine. It is published by Future. History Founded in 1959 as ''Record Retailer'', it relaunched on 18 March 1972 as ''Music We ...
'') reported that the single had sold over 116,000 copies so far, a total which included both the original and the version with Ronan. On 25 December 2020, Katie Thistleton on BBC Radio 1 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 ''Bridge Over Troubled Water'' is the fifth and final studio album by American folk rock duo Simon & Garfunkel, released on January 26, 1970, by Columbia Records. Following the duo's soundtrack for ''The Graduate'', Art Garfunkel took an acting ...
" by Artists For Grenfell, topped the chart in June 2017. LadBaby became the third act to secure three consecutive Christmas number ones and one of the few acts to top the chart with their first three singles. 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 the 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. In an interview with the Official Charts Company in 2021, LadBaby hit out at people buying rival Christmas single " Boris Johnson Is a Fucking Cunt" by Kunt and the Gang, saying "it takes a certain sort of person to download a song with ''that'' in the title", and falsely claimed the Kunts' single wasn't raising money for charity when donations were being made to
Mind The mind is that which thinks, feels, perceives, imagines, remembers, and wills. It covers the totality of mental phenomena, including both conscious processes, through which an individual is aware of external and internal circumstances ...
and Cardiac Risk in the Young.


Christmas chart record from 2018 - 2022

In December 2021, LadBaby announced they were trying to get a fourth consecutive festive No. 1 by releasing a new Christmas single featuring
Elton John Sir Elton Hercules John (born Reginald Kenneth Dwight; 25 March 1947) is a British singer, songwriter and pianist. His music and showmanship have had a significant, lasting impact on the music industry, and his songwriting partnership with l ...
and
Ed Sheeran Edward Christopher Sheeran ( ; born 17 February 1991) is an English singer-songwriter. Born in Halifax, West Yorkshire, and raised in Framlingham, Suffolk, he began writing songs around the age of eleven. In early 2011, Sheeran independently r ...
. Unlike their other parodies, the new song " Sausage Rolls For Everyone" is based on a 2021 song, "
Merry Christmas The Christmas season or the festive season, also known as the holiday season or the holidays, is an annual period generally spanning from November or December to early January. Incorporating Christmas Day and New Year's Day, the various celebrat ...
", which became a chart-topper for featured artists Ed Sheeran and Elton John on the Official Singles Chart Top 100 on 10 December 2021 (week ending date 16 December 2021). Again, LadBaby found the new record up against oldies from Wham! and Mariah Carey (both number one hits in the previous year), as well as singles by
Adele Adele Laurie Blue Adkins (; born 5 May 1988) is an English singer-songwriter. Regarded as a British cultural icon, icon, she is known for her mezzo-soprano vocals and sentimental songwriting. List of awards and nominations received by Adele, ...
and Gayle. In the same week, an acoustic version of "Sausage Rolls For Everyone" was released with The Food Bank Choir (rather than Sheeran and John). The acoustic version also came with a new video recorded at St Margaret's the Queen Church (as it is where the Norwood and Brixton Food Bank is located), featuring the Hoyles alongside stroke survivor Donna Kennedy and her 12-year-old son Ronan. On 24 December 2021, LadBaby secured their fourth Christmas No. 1 in a row with a sales total of 136,445 (including 110,882 downloads and 4,898 CDs being sold), beating the original version of "Merry Christmas" by over 45,000 sales (with this number 2 getting a sales total of 90,508 in the end). On 31 December 2021, "Sausage Rolls For Everyone" was replaced at number one by the original "Merry Christmas", when it dropped to number 29 in the charts, managing a second week in the UK Top 40 and equalling the drop of 2015's " A Bridge over You" by the Lewisham and Greenwich NHS Choir, which once had the record-breaking fall from the top. On 23 December 2022, "
Food Aid Humanitarian aid is material and logistic assistance, usually in the short-term, to people in need. Among the people in need are the homeless, refugees, and victims of natural disasters, wars, and famines. The primary objective of humanitarian ...
" debuted at #1 on the charts, marking LadBaby's fifth consecutive Christmas No. 1. Ladbaby also released a cover single of "
Food Aid Humanitarian aid is material and logistic assistance, usually in the short-term, to people in need. Among the people in need are the homeless, refugees, and victims of natural disasters, wars, and famines. The primary objective of humanitarian ...
" with Bents Green School on 20 December 2022. LadBaby chose to not release a single for Christmas 2023 and Christmas 2024.


Other ventures

In 2012, the couple took part in
Channel 4 Channel 4 is a British free-to-air public broadcast television channel owned and operated by Channel Four Television Corporation. It is state-owned enterprise, publicly owned but, unlike the BBC, it receives no public funding and is funded en ...
's '' Hidden Talent''. Trained by former champion freediver Emma Farrell, Roxanne was able to hold her breath underwater for four minutes and 18 seconds. In June 2018, following an online public vote, Mark won Clas Ohlson's 2018 "Celebrity Dad of the Year" award, beating
Prince William William, Prince of Wales (William Arthur Philip Louis; born 21 June 1982), is the heir apparent to the British throne. He is the elder son of King Charles III and Diana, Princess of Wales. William was born during the reign of his p ...
and others. Nine months later, Roxanne Hoyle won Clas Ohlson's 2019 "Celebrity Mum of the Year" award. 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. In October 2020, Mark and Roxanne announced they had partnered with Walkers to create limited edition sausage roll-flavoured crisps, with five pence of the proceeds from each pack going to The Trussell Trust. In November 2020, the couple filmed a Walkers Christmas Ad. In 2021, Roxanne released a collaboration clothing range with In the Style with most of the clothing aimed for mothers and women of all sizes. In July 2021, Roxanne and Mark released limited edition clothing for Euro 2020. In September 2021, the couple visited Greythorn Primary School, which Mark attended as a young child, to announce they had written a children's book, ''Greg the Sausage Roll: Santa's Little Helper'', to be released in stores on 11 November 2021. They worked with
Puffin Books Puffin Books is a longstanding children's imprint of the British publishers Penguin Books. Since the 1960s, it has been among the largest publishers of children's books in the UK and much of the English-speaking world. The imprint now belongs to ...
,
WHSmith WH Smith plc, trading as WHSmith (also written WH Smith and formerly as W. H. Smith & Son), is a British retailer, with headquarters in Swindon, England, which operates a chain of railway station, airport, port, hospital and motorway service s ...
, and the
National Literacy Trust The National Literacy Trust is an independent charity (registered no. 1116260 in England and Wales and registered no. SCO42944 in Scotland) based in London, England, that promotes literacy. It was founded by Sir Simon Hornby, former chairman of ...
so that every time a book was pre-ordered or ordered from WHSmith, one book would be given to a child in the UK who does not have their own book. They also shared that they both have
dyslexia Dyslexia (), previously known as word blindness, is a learning disability that affects either reading or writing. Different people are affected to different degrees. Problems may include difficulties in spelling words, reading quickly, wri ...
. A couple of weeks later, Mark was nominated for a Pride of Britain Award for ITV Charity Fundraiser of the Year. In October 2021, Mark announced he was launching a Greg the Sausage Roll soft toy for Christmas. In November 2021, Mark and Roxanne began a book signing tour for ''Greg the Sausage Roll: Santa's Little Helper''. In November 2022, the couple released another book, ''Greg the Sausage Roll: The Perfect Present'', which reached #1 on the Children's Bestseller List. In June 2023, they released ''Greg the Sausage Roll: Wish You Were Here'', with Puffin giving £1 to the Trussell Trust for every hardback sold by WHSmith, up to a maximum of £10,000. The couple released their first board book in November 2023, titled ''Greg the Sausage Roll: 12 Days of Christmas'' which they described as being "more than just a book; it’s a musical journey that’s all about getting kids singing. Research has shown that rhyme and singing play a vital role in children’s development, fostering coordination, imagination, concentration, memory, confidence with language, and a love for reading. Having experienced the joy of five Christmas number ones, we wanted to inspire the next generation of kids to start reading and celebrating the magic of Christmas through the power of song.” In February 2024, the couple released ''Greg the Sausage Roll: Egg-cellent Easter Adventure'', with 50p being donated from every paperback copy sold via WHSmith to The Trussell Trust, up to a maximum of £10,000 until 31 December 2024. On the same month, they also released ''Greg the Sausage Roll: Lunchbox Superhero'' for
World Book Day World Book Day, also known as World Book and Copyright Day or International Day of the Book, is an annual event organized by UNESCO (United Nations Educational, Scientific and Cultural Organization) to promote reading, publishing, and copyright ...
2024. In celebration of National Rollercoaster Day on 16 August 2024, LadBaby partnered with
Alton Towers Alton Towers Resort ( ) (often shortened to Alton Towers) is a theme park and resort complex in Staffordshire, England, near the village of Alton, Staffordshire, Alton. The park is operated by Merlin Entertainments, Merlin Entertainments Group a ...
Resort to promote the release of ''Greg the Sausage Roll: The World’s Funniest Unicorn''. During the two-day event, the Runaway Mine Train rollercoaster was renamed ‘The Wonderland Express’ in reference of the book, and meet-and-greets with the couple and characters from the book were held. In September 2024, Ladbaby partnered with Format Games to create and launch a family-friendly board game named ''Sausage Roll!''. The couple said about the board game: "We’re thrilled to merge our love for sausage rolls with Format Games’ expertise in board games, to deliver our very own sausage roll-themed game. Prepare for the fun and excitement of our viral videos, now delivered straight to your living room for family enjoyment all year long. Note: Sausage roll included, but it’s not edible!” Matt Edmondson, Co-Founder of Format Games, added: “Working with LadBaby to bring their infectious sense of humour to life in a board game has been an absolute blast. We wanted Sausage Roll to be as fun and light-hearted as the LadBaby brand itself, creating a game that would bring families together for a lot of laughs. From the quirky gameplay to the silly challenges, we’ve poured all of our creativity into designing something that’s truly unique, and we can’t wait to see people enjoying it this festive season.”


Discography


Singles


Notes


References


External links

* * {{Authority control 1987 births Living people British comedy YouTubers YouTubers from Nottingham People from Hemel Hempstead English video bloggers Prank YouTubers English comedy musicians Parody musicians YouTube channels launched in 2016 English-language YouTube channels English male bloggers British novelty song performers English philanthropists Musicians with dyslexia English writers with disabilities YouTubers from Hertfordshire