With 5.6 million subscribers and counting, James and Erika Wallace have transformed their everyday family life with children Stella and Jameson into entertaining and educational content that resonates with young audiences worldwide. What began as a small experiment has grown into a thriving family enterprise, proving that authentic connections drive digital success.

“Our life is like Mr. Toad’s Wild Ride,” James says, reflecting on their journey. “There’s been no slow parts. We both have a touch of ADHD, and it shows how unpredictable and fast-paced our lives have been. But it’s been an incredible ride.”

The couple’s dynamic relationship naturally lent itself to creating content. “We’ve been married 13 years and lived in 13 different houses,” Erika shares. “We’ve been all over California. Neither of us is type A. We’re more like chaotic type-B personalities, but it somehow works. We complement each other well.”

Discovering YouTube

Their introduction to YouTube was almost accidental. “We were living in Orange County when new neighbors moved in,” James recalls. “One day, I asked what the neighbor did for a living, and he said, ‘YouTube.’ He’d talk about how much he was earning, and I thought it was crazy. I told Erika, ‘We can do this. Even making a fraction of that would be helpful.’ We were naive then—it was much harder than we thought.”

Launching Their Channel

The Wallaces began with The Stella Show, spotlighting their daughter’s natural charisma.

“Stella was a star right from the start,” Erika says. Initially hesitant, she grappled with the idea of putting their lives online. “I was very ‘crunchy’ back then. I homeschooled and had friends who wouldn’t let their kids near YouTube. I didn’t know what to think.”

Over time, their perspective changed. “We realized we could make quality, appropriate content that shows kids what a loving family looks like,” Erika explains. “It became a blessing, but at the start, it was hard for me to embrace.”

The Breakthrough Video

Their big break came with a Disney Descendants-themed video. “We were making videos every day,” Erika says. “Sometimes we’d spend nothing; other times, we’d go big—like spending $400 on a ‘Christmas in July’ concept—hoping it would go viral. Most of those ideas didn’t pay off.”

Then, the algorithm delivered an unexpected win. “YouTube recommended one of our videos after a popular creator’s Descendants makeup tutorial. Overnight, we woke up to thousands of views.”

Monetization came quickly, providing motivation to keep going. “Our first paycheck was small, but then it grew,” Erika recalls. “Before we knew it, we were earning more than James’ full-time job.”

Balancing Family and Business

Filming with children presents unique challenges. “Getting kids to do homework or brush their teeth is hard enough,” Erika says. “Now imagine trying to get them to perform on camera.”

As Stella and Jameson grow, their preferences shape content decisions. “When Stella was younger, she was excited to film. Now, with social pressures and classmates, some ideas feel embarrassing to her,” Erika explains.

Balancing their kids’ autonomy and the demands of a family business is key. “This is our sole income, but we respect their boundaries,” Erika says. “If we can keep this going until Stella turns 18, she’ll have an amazing platform to positively influence others.”

Prioritizing Privacy

The Wallaces take privacy seriously. “Because we’re not vloggers, I’m very protective of our kids,” Erika shares. “We avoid filming at our house or near their school.”

James adds, “We also limit audience interaction. Our kids aren’t on social media. I control everything—there’s no direct messaging or comment-reading for them.”

The Creative Process

James drives the channel’s creative vision. “I love coming up with ideas that start with a great thumbnail,” he explains.

One example is a quirky video concept about Stella thinking she has rabies. “I imagined her with a foaming mouth and built a story around it. It’s nonsensical and funny, but I loved it,” James says.

Erika highlights James’ unique approach. “Some of our best videos come from his silly ideas. Once, he made Jameson turn into an ant and convinced me to dress as an alien in a green bodysuit. It was embarrassing but hilarious.”

Navigating YouTube’s Demands

Over the years, the platform’s shifting expectations have shaped the Wallaces’ content. “YouTube often pushes for more educational content, which is great, but we also believe in entertainment for its own sake,” James says. “Our best videos blend fun, storytelling, and life lessons.”

Creating consistently engaging content is demanding. “The algorithm is relentless,” Erika shares. “Sometimes, James feels pressure to write scripts when he’s not inspired. It’s stressful, especially during slow ad seasons like January.”

Looking Ahead

The Wallaces are expanding their brand with The Disney W’s, a vlog focused on their love of Disney. “I’ve always dreamed of becoming a full-time Disney vlogger,” James says.

They’re also preparing for their children’s independence. “Eventually, we want Stella to run her own channel,” Erika shares. “Jameson already has a small gaming channel he runs himself.”

For aspiring creators, their advice is simple: start small and embrace imperfection. “YouTube has a low barrier to entry,” Erika notes. “All you need is a camera and creativity. Don’t let perfectionism hold you back—just start.”

James adds, “Have fun with it. That’s why people connect with us. We’re not trying to be something we’re not. We’re just a family having fun—and that’s what makes it work.”