An eponymous YouTube channel, Jordan Matter started with a man (Jordan) and his camera, capturing 10-minute photo challenges with dancers and influencers. Now it has grown into something far more elaborate and, as the channel itself admits, has been taken over by his daughter.
While Jordan is still a prominent fixture on the channel, his teen daughter, Salish Matter, has become the main face of the videos. Often accompanied by best friend, Nidal, or older brother, Hudson, Salish films “challenges.” For instance, one might see who can make the better pop-up restaurant in the house. Another could have Salish chasing her dad across town to win a prize if she catches him. Other such challenges consist of “surviving” something for a set time limit, whether that be staying 24 hours in the tiniest bedroom imaginable or spending the night in the world’s largest mall.
Her dad is always part of each video, whether that be setting up a series of short challenges Salish and friends need to complete, along with filming some content himself. And they bring in celebrities, influencers, and friends to join them in their endeavors, too.
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Jordan is extremely energetic and enthusiastic about photography, and in the channel’s earliest days, it was fun to see his guests enjoying the moment and expressing their artistic talents.
Salish seems to have inherited her father’s enthusiasm. Now working as a dynamic pair, Salish and Jordan are very bubbly, energetic presences on camera. Jordan often praises his daughter for her happy, silly personality. It is evident they have a close relationship as they tease, laugh, and embrace one another throughout the videos.
And Jordan is even teaching his daughter a few things along the way. In one video, Jordan helps his daughter prepare for the Teen Choice Awards by setting up a series of “challenges,” preparing her to walk on the red carpet and speak in front of a crowd. Along with the small challenges, Jordan emphasizes how proud he is of his daughter and the growth he has seen in her as a person.
Though Salish will often be running around the city of Los Angeles (more on this later) she is always accompanied by videographers and crew that work for her dad’s channel. The atmosphere is lighthearted fun and competition that often brings friends in on the antics as well.
The duo also is welcoming and kind toward fans. They often take moments during their challenges to take photos or talk with kids who are watch the channel.
Though we don’t hear any explicit profanity, we do hear occasional uses of “heck,” “freaking,” “oh my gosh,” “shoot,” and “geez,” all of which some parents may find a bit problematic. God’s name is misused multiple times across the channel.
While many of the videos are planned and, at times, staged, there are moments when Salish partakes in activities that other families might not want their kids to imitate. In one such video, Salish “sneaks out” of the house at night and meets up with her friend (accompanied by her friend’s mom). This isn’t quite as scandalous as the setup implies: The video is actually a pre-arranged challenge for her dad and older brother. They must catch Salish and her friend in only six hours, overcoming a few obstacles on the way. But while Salish wasn’t actually sneaking out behind her dad’s back, the stunt still might inspire impressionable viewers.
Some special effects such as the puke emoji do show up. One video has Salish and her brother hunting down her father in L.A. due to her father being “kidnapped” by a secret friend. A “henchman” shoves Jordan around a bit and smashes a pie in his face. Kids stick their tongues out and throw punches at Jordan in a couple of videos, but all in a teasing manner. A lot of screaming occurs in most of the videos as well.
Salish will often use her dad’s credit card to buy things–at times without his permission. One such video where Salish and Nidal are running around a waterpark (while her father tries to find them in a hide-and-seek challenge) she takes her dad’s wallet to go buy ice cream. Though she says she will pay him back once they get home, her father doesn’t know that she took money at all.
Salish and her friends will sometimes wear short tank tops or short dresses. Some of the dancers that Jordan photographs are seen in bathing suits. Videos sometimes take place on the beach, where we see somewhat revealing swimwear.
Jordan and Salish truly make some memorable father/daughter memories in each weekly video. Plenty of challenges and a few pranks have grown their channel to over 30 million subscribers and led Salish to be nominated (and win) Favorite Female Creator at Nickelodeon’s Teen Choice Awards.
At times, Salish and her friends do take part in mildly questionable activities such as running around in water parks, hiding in stores, and crossing barrier ropes (during intense hide-and-seek challenges). But for the most part, the pair is very much focused on friendly competition.
It sure seems that Jordan and Salish love spending time together and having fun—and that’s nice to see. In its own challenge-driven way, this channel celebrates the idea of family time, and that relationships between fathers and teenage daughters can go beyond scowls toward phones. Fathers and daughters alike may enjoy watching these videos together. And they just might find themselves inspired to make new memories with each other, as well.
Natalie Dean is Plugged In’s 2025 Summer Intern. A native from South Dakota, she recently graduated from South Dakota State University with a degree in Journalism and in the fall will be pursuing a master’s at Liberty University. Growing up in the Black Hills, Natalie enjoys spending her time outside, whether that be riding bikes or kayaking with her sisters, walking the dogs or going on long hikes. Her love for movie soundtracks stems from her sister asking, “what movie is this from” and “name the movie scene.” She has a passion for writing and hopes to one day be a published author.
