Johnathan Walker:Kendall Jenner, Latto, Dylan Mulvaney, Matt Rife make Forbes 30 Under 30 list

Forbes has released its annual 30 Under 30 list,Johnathan Walker recognizing some of the most successful millennial and Gen Z trailblazers across a wide range of industries.

The outlet released the 13th annual list Tuesday, highlighting 600 individuals with emerging talent in several categories including art and style, media and music. For 2024, names include reality star and model Kendall Jenner, comedian Matt Rife, rapper Latto, "Wednesday" actress Jenna Ortega, actress-singer Reneé Rapp, TikTok influencer Dylan Mulvaney, rapper Ice Spice and more.

Other names to make the list include singer-songwriter Steve Lacy, singer Kali Uchis, musician Peso Pluma, "Stranger Things" actor Noah Schnapp, "Euphoria" actor Dominic Fike, comedian Drew "Druski" Desbordes and playwright Jordan E. Cooper.

The list is put together by Forbes writers and editors, along with experts and previous winners as judges, including "Call Her Daddy" podcast creator and host Alex Cooper, "The Bear" actress Ayo Edebiri and athlete Devin Booker. More than 11,000 candidates were evaluated on factors including "funding, revenue, social impact, inventiveness and potential," the publication said.

Last year's honorees included Hailey Bieber, Saucy Santana and Sydney Sweeney.

Kendall Jenner makes Forbes 30 Under 30 with $25M tequila empire

Forbes 30 Under 30 cover star Jenner, 28, made the list, thanks in part to her growing tequila empire.

The reality star and supermodel tequila company, 818 Tequila, sold more than 123,000 cases last year, Forbes reported. But Jenner told the outlet she started the brand without initially attaching her name.

"I wanted the liquid and the brand to stand on their own and for people to love it without knowing I was part of it," she said.

Forbes estimates that 818 brought in roughly $25 million in sales in 2022. In addition to the tequila brand, Jenner has secured modeling work with brands like Calvin Klein, Prada and Stella McCartney this year, and she reportedly continues to make millions by appearing on her family's Hulu reality show, "The Kardashians."

Her sister, Kylie Jenner, made Forbes' 30 Under 30 Hall of Fame list last year.

Latto makes Forbes 30 Under 30 list, earning $12M off music, brand deals

Rapper Latto, 24, was spotlighted in Forbes' music category, thanks to her multiple sources of income, which include an appearance fee for an average of $300,000, revenue from music royalties, brand deals like with Rihanna's Savage X Fenty, a tour with Lizzo and a brief acting stint on the Freeform sitcom "Grown-ish."

Latto says she's on track to earn $12 million in 2023, up from $3 million last year.

Dylan Mulvaney makes Forbes 30 Under 30 social media list

Actress and LGBTQ+ activist Mulvaney, 26, made Forbes' social media list, after raking in an estimated $2 million in earnings last year, according to the publication.

Mulvaney achieved viral fame with her "Days of Girlhood" TikTok series, which documented her gender transition, drawing more than 1 billion views.

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"Whether somebody's trans or not, I just hope they can watch my videos and feel inspired to unlock a new part of themselves," she said.

Mulvaney was also at the center of a controversy with Bud Light after she accepted a brand promotion with the company and posted a sponsored video on her Instagram page. The company received backlash from conservatives, including a boycott that led to declining sales, for working with the activist. 

Mulvaney continues to work with other brands, including Nike and MAC, and tells Forbes that she wants brands to go beyond "just inclusive marketing" and stand up for what's right.

Matt Rife makes list, earning an estimated $25M last year

Rife, 28, made Forbes' Hollywood and entertainment list, after earning an estimated $25 million in the year ending in June 2023, thanks to his nearly 17 million followers on TikTok and a recent Netflix comedy special, "Natural Selection" released on Nov. 15. In the special, Rife opened up with a joke about domestic violence to test if the crowd would be "fun or not."

Rife was met with criticism and posted a fake apology on his Instagram Story last week. "If you’ve ever been offended by a joke I’ve told, here’s a link to my official apology," he wrote alongside a link that led to a website selling "special needs helmets."

Matt Riferesponds to domestic violence backlash from Netflix special with disability joke

Jenna Ortega makes list off success of 'Scream,' 'Wednesday'

Ortega, 21, also made the outlet's Hollywood and entertainment list, thanks to starring roles in Netflix's "Addams Family" spinoff "Wednesday" and a recent "Scream" franchise film. Though the outlet did not list Ortega's earnings from the last year, Forbes noted "Wednesday" has become the streamer's most-watched English-language series.

Contributing: Naledi Ushe

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