Jordan Matter

Jordan Matter is married to Lauren Matter, and they have two children, Hudson Matter and Salish Matter. Both children have appeared in his videos and operate their own YouTube channels.

Matter comes from an artistic family. His father, Alex Matter, was a film director, his mother is model Paula Feiten, and his grandfather was photographer and designer Herbert Matter.

Matter first gained attention through Dancers Among Us, a photography series showing professional dancers performing in public locations. The project became a book published in 2012 and a New York Times bestseller. His photographs from the series were exhibited at Seoul’s Savina Museum of Contemporary Art in 2013 and the Hudson River Museum in 2015.

He followed the project with Athletes Among Us, a series featuring athletes in public settings, and Born to Dance in 2018. Both Dancers Among Us and Born to Dance became New York Times bestsellers.

Matter launched his self-titled YouTube channel in 2006. His videos developed from behind-the-scenes photography and dance content into challenge videos, vlogs, and family-focused entertainment.

The “10-Minute Photo Challenge” became a signature series after Matter began filming the format during photoshoots for Born to Dance. The videos placed him under a time limit to create photographs, combining live photography with the structure of a competition. His channel earned YouTube Silver, Gold, and Diamond Creator Awards for reaching successive subscriber milestones.

Matter has collaborated with dancers and creators including Maddie Ziegler, JoJo Siwa, Nidal Wonder, and members of The Hype House. His daughter Salish became a regular participant in videos involving activities, challenges, and personal milestones, helping establish the father-daughter format that defines much of his later content.

In 2025, Matter launched the skincare brand Sincerely Yours with Salish Matter and beauty executive Julia Straus. The brand was developed with dermatologists Mara Weinstein Velez, Robin Schaffran, and Longchuan Huang and was aimed at teenagers with sensitive or developing skin.

Sincerely Yours debuted at Sephora in the United States, extending Matter’s work from photography and digital video into a consumer brand built with his daughter.

Matter has also appeared in screen and video projects. His acting credits include episodes of Law & Order, Law & Order: Criminal Intent, Jenna Davis, Dhar Mann Studios Behind the Scenes Channel, and Ruby Gillman, Teenage Kraken, in which he voiced a school principal.

He directed My Daughter Survives World's Strictest School and Did I Sabotage My School Dance? game of Clue, both released in 2024. He was also credited as a producer on the latter project.