Personal information
BornMark Ian Hoyle
(1987-04-12) 12 April 1987 (age 35)
Nottingham, England
YouTube information
Years active2016–present
GenreLife hacks, pranks, comedy, social media challenges (LadBaby)
Toy testing, social media challenges (LadBaby & Sons)
Subscribers1.06 million (LadBaby)
183,000 (LadBaby & Sons)[1]
Total views245 million (LadBaby)
14.4 million (LadBaby & Sons)[1]
YouTube Silver Play Button 2.svg 100,000 subscribers 2018 (LadBaby)
2019 (LadBaby & Sons)
YouTube Gold Play Button 2.svg 1,000,000 subscribers 2020 (LadBaby)
Musical career
Roxanne Messenger
(m. 2015)
AwardsClas Ohlson "Celebrity Dad of the Year" (2018)
GenresComedy rock
Years active2018–present

Last updated: 16 November 2021

Mark Ian Hoyle[2] (born 12 April 1987),[3] commonly known by his Internet pseudonym LadBaby, is a British blogger, YouTuber, and social media personality from Nottingham, England.[4][5] His video content focuses on his experiences as a father, and is filmed with his wife, Roxanne Zee Hoyle.[6] The couple had the Christmas number one on the UK Singles Chart in 2018, 2019, 2020, and 2021 with the novelty songs "We Built This City", "I Love Sausage Rolls", "Don't Stop Me Eatin'", and "Sausage Rolls for Everyone" respectively. This made LadBaby the second act to secure four Christmas number ones, matching the record set by The Beatles in 1967.


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 Nottingham, England. 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.[15][16] LadBaby is also known for the catchphrase "Yes, mate!", which is often said in the videos.[17] In October 2018, the Hoyles launched a spin-off YouTube channel, LadBaby & Sons, in which their sons take a more active role.[18] The channel generally focuses on toy testing and kid-friendly social media challenges.[18]

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.[19] 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 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.[19] In an interview with The Guardian in 2019, Hoyle declined to say who he voted for in the 2019 United Kingdom general election, saying of the incoming Conservative government: “I’m sure they’re gonna do a great job.” [28]

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).[29][30] 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".[31] 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 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 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.[42][43]

LadBaby aim for Christmas chart record

In December 2021, LadBaby announced they were trying to get a fourth consecutive festive Number 1 by releasing a new Christmas single featuring Elton John and Ed Sheeran. Unlike their other parodies, the new song "Sausage Rolls For Everyone"[44] is based on a 2021 number one, "Merry Christmas",[42] 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).[45][46] Again LadBaby finds 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 and Gayle. In the same week that an acoustic version of "Sausage Rolls For Everyone" was released with The Food Bank Choir (rather than Sheeran and John).[47] 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.[47]

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).[48] 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.[49][50][51][52]

LadBaby's Christmas success has been challenged by dark comedy act The Kunts over their intentions with their charitable singles, going as far as to accuse them of profiteering from poverty.[53]

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.[54] Nine months later, Roxanne Hoyle won Clas Ohlson's 2019 "Celebrity Mum of the Year" award.[55]

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.[56]

In October 2020, Mark and Roxanne announced they had partnered with Walkers to create limited edition sausage roll-flavoured crisps,[57][58] with five pence of the proceeds from each pack going to The Trussell Trust.[59] In November 2020, the couple filmed a Walkers Christmas Ad.[60]

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.[61] 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.[62][63][64] They worked with Puffin Books, WHSmith, and the National Literacy Trust so that every time a book was pre-ordered or ordered from WH Smith, one book would be given to a child in the UK who does not have their own book.[62] They also shared that they both have dyslexia.[62][65][66][67] A couple of weeks later, Mark was nominated for a Pride of Britain Award for ITV Charity Fundraiser of the Year.[68][69][70] In October 2021, Mark announced he was launching a Greg the Sausage Roll soft toy for Christmas.[71] In November 2021, Mark and Roxanne began a book signing tour for Greg the Sausage Roll: Santa's Little Helper.[72]



List of singles, with selected chart positions
Title Year Peak chart positions Album


"We Built This City" 2018 1 [A] 1 47 Non-album singles
"I Love Sausage Rolls" 2019 1 100 59 20 1 10
"Don't Stop Me Eatin'" 2020 1 64 93 12 28
"Sausage Rolls for Everyone"
(featuring Ed Sheeran and Elton John)
2021 1 48
41 7
"—" denotes items which were not released in that country or failed to chart.


  1. ^ "We Built This City" did not enter the ARIA Singles Chart, but peaked at number 31 on the ARIA Digital Track Chart.[79]


  1. ^ a b "About LadBaby". YouTube.
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  5. ^ "Could vlogger Kunt be crowned Christmas number one with a song about sausage rolls?". Evening Standard. 21 December 2018. Retrieved 21 December 2018.
  6. ^ ltd, company check. "MRS ROXANNE ZEE HOYLE director information. Free director information. Director id 923649533". Company Check. Retrieved 25 February 2021.
  7. ^ a b 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.
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  10. ^ a b Hoyle, Mark; Hoyle, Roxanne (2018). LadBaby: Parenting for £1… and Other Baby Budget Hacks. United Kingdom: Transworld Publishers. ISBN 9781787630161.
  11. ^ a b 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". Retrieved 22 December 2018.
  13. ^ Debnath, Neela (3 August 2017). "This Morning plunged into chaos as toddler wreaks HAVOC and Ruth chases after child". 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.
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  29. ^ "Glee Cast | full Official Chart History | Official Charts Company".
  30. ^ "When LadBaby announce their surprise 2020 Christmas Song!!". YouTube. 13 December 2020. Retrieved 13 December 2020.
  31. ^ "Christmas Number 1 2020: The contenders revealed". Official Charts. Retrieved 22 December 2020.
  32. ^ "LadBaby Drops Official Music Video For Future Christmas Classic, Don't Stop Me Eatin'". Retrieved 22 December 2020.
  33. ^ Simpson, George (15 December 2020). "Freddie Mercury: LadBaby on Queen-inspired Bohemian Rhapsody cover and 'nightmare' shoot". 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.
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  41. ^ "LadBaby score third Christmas Number 1: 'We can't believe it!'".
  42. ^ a b "Official Singles Chart Top 100 | Official Charts Company".
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  45. ^ "LadBaby announce new Christmas single featuring Elton John and Ed Sheeran". NME. 10 December 2021.
  46. ^ "LadBaby aim for Christmas chart record - with help from Ed Sheeran and Elton John". BBC News. 10 December 2021.
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  50. ^ "Justin Bieber back at chart top spot for 2016". BBC News. 1 January 2016. Retrieved 2 January 2016.
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  52. ^ Foster, Patrick (25 December 2015). "NHS Choir beat Justin Bieber to Christmas number one spot". Retrieved 25 December 2015.
  53. ^ Herbert, Charlie (21 December 2021). "Band behind 'Boris Johnson is a c**t' song accuse LadBaby of profiteering from poverty". Retrieved 31 January 2022.
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  58. ^ Lewis, Anna (16 October 2020). "Walkers' New Sausage Roll Flavoured Crisps Are A Game-Changer". Delish. Retrieved 12 November 2020.
  59. ^ Massey, Jake. "Walkers Is Launching New Sausage Roll Flavoured Crisps". Retrieved 12 November 2020.
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  61. ^ "LadBaby Mum | LadBaby Mum Clothing | in the Style".
  62. ^ a b c LadBaby (12 September 2021). "When Mum & Dad have a BIG announcement 🎄🙌". YouTube. Retrieved 16 November 2021.
  63. ^ "Greg the Sausage Roll: Santa's Little Helper by Mark and Roxanne Hoyle | WHSmith". 'WHSmith. Retrieved 16 November 2021.
  64. ^ Hoyle, Mark; Hoyle, Roxanne; Conway, Gareth. Greg the Sausage Roll: Santa's Little Helper. Retrieved 16 November 2021.
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  67. ^ "LadBaby opens up about dyslexia at former school after writing Christmas book". ITV News. 10 November 2021. Retrieved 16 November 2021.
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  70. ^ Antcliff, Karen (27 September 2021). "LadBaby nominated for Pride of Britain Award". NottinghamshireLive. Retrieved 16 November 2021.
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  72. ^ LadBaby (14 November 2021). "When Mum & Dad go on Tour! 📕🥳". YouTube. Retrieved 16 November 2021.
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  74. ^ Peaks in Australia:
  75. ^ "IRMA – Irish Charts". Irish Recorded Music Association. Retrieved 26 December 2020.
  76. ^ Peaks on the NZ Hot Singles Chart:
  77. ^ Peak chart positions for singles in Scotland:
  78. ^ "LadBaby Chart History | Hot Rock Songs". Billboard. Retrieved 3 January 2021.
  79. ^ "ARIA Australian Top 40 Digital Tracks" (PDF). Australian Recording Industry Association. 24 December 2018. Retrieved 21 December 2019.
  80. ^ "ARIA Top 50 Singles Chart". Australian Recording Industry Association. 27 December 2021. Retrieved 24 December 2021.

External links