Matt Rife’s shocking purchase of the Annabelle doll is grabbing headlines. Learn the spooky backstory—and how it ties into his growing fortune.
In what is both shocking and somehow poetic, rising comedic star Matt Rife has gotten his hands on one of the most famous haunted objects in modern history, the Annabelle doll. Of course, this isn’t a simple Halloween stunt or a simple Channelling session gone awry. This is part of a broader, well-calculated acquisition, as Rife, in conjunction with YouTuber Elton Castee, officially purchased the infamous Warren Occult Museum, the home of famous paranormal investigators Ed and Lorraine Warren.
This purchase has become more newsworthy after the sudden death of Annabelle’s former caretaker, Dan Rivera, and has now left the world questioning not just Rife’s love for the paranormal, but also his net worth, which many people are now questioning may be much more than previously thought.
What we want to dive into are the eerie and yet fascinating reasons behind why Matt Rife made this purchase of the Warrens’ Occult Museum, what this means for the paranormal tourism industry, and everything in between, relating to the comedian’s newfound wealth.
Who is Matt Rife? The Stand-Up Star Turning Heads
Before we go into the haunted details, let’s take a quick glimpse at who the man behind the mic is:
Name: Matt Rife
Profession: Standup comedian, actor, content creator
Known For: His Netflix special, viral crowd work videos, and TV appearances (including MTV’s Wild ‘N Out)
Age: 29 (in 2025)
Social Media Followers: 20+ million total across all platforms
Rife’s career skyrocketed in the wake of the pandemic due to viral crowd work videos and his clever interactions with fans on social media. However, now he’s going to become a multi-hyphenate performer and brand entrepreneur—just like Kevin Hart or Ryan Reynolds before him.
Why Adopt Annabelle? A Love Letter to the Paranormal
While most celebrities funnel their money into real estate or tech companies, Matt Rife has opted for… something much more… haunted.
The Business:
Acquisition: Warren Occult Museum & Ed & Lorraine Warren’s original residence
Featured Artifacts: Annabelle doll, satanic idols, haunted mirrors, possessed items
Plans: Overnight ghost hunts, immersive fan experiences, preservation of historical artifacts
The Annabelle doll, formerly a Raggedy Ann, has been identified as one of the most haunted objects in the world. It inspired The Conjuring Universe and started a long debate on whether or not a paranormal object was worth the risk.
Rife’s Reasoning?
As he stated to followers on his podcast:
Rife is a huge fan of The Conjuring films, but he decided to purchase the site based on fandom and genuine respect for the paranormal. Insiders say that he is speaking to demonologists and spiritual advisors to ensure proper handling of the artifacts.
The Death of Dan Rivera: An Eerie Twist
Just weeks before the acquisition, Dan Rivera, the former caretaker of Annabelle, died unexpectedly while on tour with the doll. No paranormal cause has officially been listed, but cult fans of the occult are particularly creeped out by the timeline of events.
Was Rife’s Move a Reaction?
Yes…and no.
After confirming with a source close to the deal, the acquisition was already in motion; however, Dan’s untimely death now gave it emotional and symbolic implications. Rife reportedly held a private spiritual ceremony before transporting Annabelle to her final resting place to reinforce that he planned to handle her with respect.
Matt Rife’s Net Worth: What This Haunted Purchase indicates
As of August 2025, Matt Rife’s net worth is estimated at $15 – $20 million and climbing.
Major Sources of Income:
Netflix & Comedy Specials: Earnings were estimated at over $3M
Live Tours (2023 – 2025): Over 150 cities and $10M+
Merchandising & Brand Deals: $2M
Content Monetization (YouTube, TikTok): ~$1M per year
Real Estate & Business Ventures: undisclosed earnings
The Warren Occult Museum acquisition has been widely reported to be worth over $2 million, which factors in renovations and licensing for overnight stays and events. That’s significant money—and it indicates Rife is purposely redirecting his comedy profit in ways that create distinctive experiences blending horror, history, and fandom.
From Haunted to Hotspot: Rife’s Plans for Paranormal Tourism
Rife and Castee plan to reopen the Warren Occult Museum as a 21st-century haunted location.
Here’s the vision:
Overnight Experiences: Sleep in the same house where the Warrens lived and worked
Haunted Object Tours: Get up close and personal with Annabelle, Satan’s idol, and cursed mirrors
Live Events: Comedy horror shows, seances, and documentaries
Digital Experiences: VR walkthrough experiences, 360° YouTube videos, etc…
This corresponds with the “experiential horror” trend, where fans don’t just want to watch the fear; they want to experience it.
Why This is Brilliant Branding (And a Smart Business Decision)
Investing in haunted tourism is not merely a passion project, but a strategic business decision for Rife.
Here’s Why:
Haunted tourism is a $500M+ industry in the United States.
The Conjuring franchise grossed over $2 billion worldwide
Millennials and Gen Z are paying more attention to paranormal podcasts, ghost hunting tours, and horror content
Rife is creating a link for both the existing comedy fan base and totally new paranormal fans. The crossover? Huge.
Paranormal Meets Pop Culture: What This Means for the 2025 Audience
We are in a time where people want substance, history, and mystique in their content. From haunted TikToks to YouTube ghost hunters, pop culture and the paranormal are selling.
Matt Rife adopting Annabelle is an excellent representation of this moment.
He’s not a comedian now, he’s becoming a curator of curiosity.
Real-World Examples of Celebrity Oddities
Matt Rife isn’t the only celebrity with weird or spooky investments:
Nicolas Cage once owned a haunted mansion in New Orleans
Lady Gaga has a spiritual healer she apparently travels with
Dan Aykroyd owns a vodka brand based on UFOs and ghosts
What differentiates Rife is that he’s not cashing in on the weird; he’s preserving the weird.
Matt Rife’s Haunted Legacy Is Just Beginning
Matt Rife’s adoption of the Annabelle doll is not just headline fodder; rather, it is an audacious, emotionally charged decision that connects fandom, respect for the paranormal, and rational branding.
FAQs
1. Is the Annabelle doll still dangerous?
Yes, many experts believe it gives off negative spiritual energy. It is in a specific, blessed case and handled only by strict protocols.
2. Did Matt Rife buy Annabelle by himself?
No, he had a partnership with paranormal YouTuber Elton Castee, so they co-own the museum together and the full haunted collection.
3. Can you visit the new Warren Occult Museum?
Yes! Tours are expected to start in late 2025, with some overnight stays available for booking (reservation required as you’ll need one for an overnight stay!)
4. How much did Matt Rife buy the museum for?
There has been no disclosed figure at this time; estimates put the worth of the investment between 2-3 million dollars.
5. Will Matt Rife live there or hold events?
He will not be living there full-time; however, he will be making appearances at multiple events, especially paranormal history and his comedy-horror projects.
6. Did Dan Rivera’s passing influence this decision?
I would say it was already in motion when Dan passed away; however, nothing ever goes smoothly, and there is always some urgency around that was just extra and emotional.