The problem with him trying to build (or rebuild) his brand is that he used to rely on others to do a lot of the thankless work in the background, for free. Instead of paying for the additional labor, he profited from it. Who wants to work for him now? Who would work for him even if he offered to pay?
He doesn't want to run a business or manage a website. He wants to post videos, police the comment section of those videos, and get into petty dust-ups on social media, while someone else takes care of the boring stuff. Those people are gone.