Mark Ian Hoyle[1] (born 12 April 1987),[2] commonly known by his Internet pseudonym LadBaby, is a British lifestyle blogger and YouTuber from West Bridgford, Nottinghamshire, based in Hemel Hempstead, Hertfordshire.[3][4] His video content focuses on his experiences as a father, and is filmed with his wife Roxanne. The couple had the Christmas number one on the UK Singles Chart in 2018 and 2019 with the novelty songs "We Built This City" and "I Love Sausage Rolls" respectively.

Mark Ian Hoyle

(1987-04-12) 12 April 1987 (age 32)
Years active2016–present
Spouse(s)Roxanne Messenger
AwardsClas Ohlson "Celebrity Dad of the Year" (2018)


Background and social mediaEdit

Mark Hoyle is married to Roxanne Hoyle (née Messenger),[5] and they have two sons, born in 2016 and 2018.[6] 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.[6] As of December 2019, the LadBaby YouTube channel, Facebook page and Instagram account have over 744,000 subscribers, 3,865,000 likes and 779,000 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.[7] Other creations by him include a baby walker made of pipes, a makeshift paddling pool made from a skip[8] and a makeshift baby gate made from half of a door.[9] 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.[10][11] LadBaby is also known for the catchphrase "Yes, mate!", which is often said in the videos.[12]

Celebrity Dad of the Year, book and "We Built This City"Edit

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;[13] nine months later, Roxanne Hoyle won Clas Ohlson's 2019 "Celebrity Mum of the Year" award.[14] In November, the Hoyle couple published a book titled Parenting for £1: …and other baby budget hacks in which they wrote about their life hacks.[15]

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. 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,[16] making the Hoyles the first British YouTubers to top the chart. It also topped the Scottish Singles Chart[17] and appeared in Australia's ARIA Digital Track Chart and the US Hot Rock Songs chart peaking at #31 and #47 respectively.[18][19]

"I Love Sausage Rolls"Edit

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".[20] Nick Southwood co-wrote the new lyrics with the Hoyles, produced, mixed and performed bass and lead guitar[21]. 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 are the third act to have two consecutive Christmas number one singles[22] and the first to have two successive novelty Christmas number ones in the UK.[23]

Other venturesEdit

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.[5]



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
"—" 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.[30]


  1. ^ "LadBaby". 5 July 2018. Retrieved 22 December 2018.
  2. ^ "LadBaby". 11 April 2017. Retrieved 22 December 2018.
  3. ^ Gorman, Rachel (19 December 2018). "All you need to know about LadBaby – Nottingham's Christmas No. 1 contender". nottinghampost. Retrieved 21 December 2018.
  4. ^ "Could vlogger LadBaby be crowned Christmas number one with a song about sausage rolls?". Evening Standard. 21 December 2018. Retrieved 21 December 2018.
  5. ^ a b People, Sunday (5 May 2012). "Taking the plunge". mirror. Retrieved 22 December 2018.
  6. ^ a b Hoyle, Mark; Hoyle, Roxanne (2018). LadBaby: Parenting for £1… and Other Baby Budget Hacks. United Kingdom: Transworld Publishers. ISBN 9781787630161.
  7. ^ "This genius dad replaced his baby's lunchbox with a toolbox and it's a game-changer". Retrieved 22 December 2018.
  8. ^ Debnath, Neela (3 August 2017). "This Morning plunged into chaos as toddler wreaks HAVOC and Ruth chases after child". Retrieved 22 December 2018.
  9. ^ "Dad Comes Up With "Brilliant" Babyproofing Solution, But Wife Is Not A Fan". InspireMore. 24 July 2017. Retrieved 22 December 2018.
  10. ^ Almond, Lillie (15 February 2018). "Woman covers hubby's car with photos of herself to mark Valentine's Day". nottinghampost. Retrieved 22 December 2018.
  11. ^ "Husband Gets Payback For His Hilariously Funny Valentine's Day Gift (WATCH) | Karen Sharp | KOST 103.5". Karen Sharp. Retrieved 22 December 2018.
  12. ^ "LadBaby Wins Celeb Dad Of The Year Award And Social Media Success". Go Spider. 17 June 2018. Retrieved 22 December 2018.
  13. ^ "Prince William is beaten to Celebrity Dad of the Year prize by a YouTuber". Smooth. Retrieved 22 December 2018.
  14. ^ Gorman, Rachel (28 March 2019). "LadBaby's Roxanne Hoyle wins Celebrity Mum of the Year 2019". nottinghampost. Retrieved 31 March 2019.
  15. ^ "Ladbaby – Parenting for £1". Retrieved 22 December 2018.
  16. ^ Alibhai, Zaina (18 December 2018). "Who is LadBaby – the dad behind We Built This City poised to beat Ariana Grande in Christmas number one race?". Metro.
  17. ^ "Official Scottish Singles Sales Chart Top 100 | Official Charts Company".
  18. ^ "ARIA Australian Top 40 Digital Tracks" (PDF). Australian Recording Industry Association. 24 December 2018. Retrieved 22 December 2018.
  19. ^ "Top Rock Songs Chart: December 29, 2018". Billboard. Retrieved 25 December 2018.
  20. ^ "LadBaby drops charity single I Love Sausage Rolls for shot at 2nd Christmas no.1". Metro. 13 December 2019. Retrieved 13 December 2019.
  21. ^ "I Love Sausage Rolls". Trending Network.
  22. ^ "LadBaby crowned Christmas no.1 for 2nd straight year". UniLad. 20 December 2019.
  23. ^ "LadBaby score second Official Christmas Number 1 with I Love Sausage Rolls". Official Charts Company. 20 December 2019.
  24. ^ "LadBaby | full Official Chart history". Official Charts Company. Retrieved 17 December 2019.
  25. ^ "ARIA Chart Watch #556". auspOp. 21 December 2019. Retrieved 21 December 2019.
  26. ^ "IRMA – Irish Charts". Irish Recorded Music Association. Retrieved 21 December 2019.
  27. ^ "NZ Hot Singles Chart". Recorded Music NZ. 23 December 2019. Retrieved 21 December 2019.
  28. ^ Peak chart positions for singles in Scotland:
  29. ^ "LadBaby Chart History | Hot Rock Songs". Billboard. Retrieved 2 January 2020.
  30. ^ "ARIA Australian Top 40 Digital Tracks" (PDF). Australian Recording Industry Association. 24 December 2018. Retrieved 21 December 2019.

External linksEdit