Jordan Matter

Before the camera.

Jordan played baseball through college, then worked as an actor. Although he grew up visiting his photographer grandfather Herbert Matter’s darkroom, he traces his own interest in photography to an exhibition of Henri Cartier-Bresson’s work. Photographing a friend’s headshots led to referrals and a portrait business.

Dance in everyday places.

Dancers Among Us put dancers into unexpected everyday settings and became a New York Times bestseller. Dancers After Dark followed in 2016, photographing dancers nude at night. Born to Dance, published in 2018, turned to childhood and young dancers, and also became a New York Times bestseller.

The ten-minute idea.

While making Born to Dance, Jordan worked with young dancers known from Dance Moms and began filming ten-minute photo challenges. He told Tubefilter that the time limit helped the videos take off. Collaborations with Charli D’Amelio and other Hype House creators later expanded the channel beyond photography.

A father-daughter channel.

Jordan told Tubefilter that a video of Salish saying goodbye to her gymnastics team before their move from New York to Los Angeles drew a personal response from viewers. She gradually became central to the channel’s challenges and adventures. The pair won Favorite Creator Family at the 2024 Kids’ Choice Awards.