Meet The Million Dollar Man Behind MrBeast

welcome back to the iced coffee hour my name is reid and we're here to talk about literally anything guys i'll talk about mr beast i'll talk about talent management you guys lead the conversation cool well thank you so much for uh first of all coming out to las vegas you're happy to be here we did a poker tournament we did that was a lot of fun and jimmy got out two hands in which i'm sure we'll get into but a lot of fun it was a blast but i'm excited you could come on here we could talk about how you got started because you're the ceo of knight media you manage a whole bunch of people including mr beast so yeah uh you know just a little like i'll give you guys yeah the context of you know i was an nfl sports agent so worked with a lot of different nfl players like right out of college ended up meeting a youtube group named dude perfect who i'm sure a lot of people are familiar with at this point and then started my business in 2015 really representing video game youtubers and twitch streamers and that was kind of the start with typicalgamer who was still the biggest live streamer today and then i met jimmy through a twitter dm in 2018 a friend of ours just started a twitter group and he was like you guys need to meet jimmy had like 1.3 million subscribers at the time which is crazy to say now um and we just kind of hit it off from the beginning and it's now been you know almost three years that we've worked that we've been like working together now when mr beast was at 1.3 million what were the amount of views he was getting back then like was he was he a big 1.3 million was he getting like you know 20 000 views a day what was his status like back then he was actually so this was like right when he did his um like giving pizzas away and giving five thousand dollars to a homeless person yeah and he had just got done watching uh it's every day bro for 24 hours straight so he was actually pulling like uh one to two million views of video wow um so he was he was significantly pulling more views per video than subscribers at that time but he still hadn't hit that like crazy growth yeah so when you stepped in how did the relationship form is you managing him yeah so it was a small team uh when i first started it was him and chris and then he had an editor and then his mother kind of helped with all the management financials everything like that and so it was just like me building a rapport with her and jimmy over the course of like four months uh and then i just started taking over basically all the brand stuff that he was trying to do and then now pushing into like different companies and things that we wanted to do together but it was a slow burn um i'm more about like liking the people i work with having a relationship with them and so it wasn't something where i was like hey man i want to manage you i know i just met you last week we actually took a lot of time to get to know each other spoke a lot on the phone i could tell like the moment i met him he had a different understanding of youtube that i had not heard before and so it was a really interesting like few months just like getting to know this kid who at the time only had a million subscribers but he kept telling me he's like i will have 10 million subscribers by the end of the year and this was february of 2018 and we ended up i think he ended up with 13.6 million by the end of that year wow and what exactly does like managing me like mean to a creator and what kind of creator would need a manager yeah i like to say it's more like babysitting than anything especially with some of the bigger creators now because they have just so much so many things around there like i'd say like ecosystem right they have all these people asking for things they have all these brands wanting to spend money they probably have like a charitable initiative and and my philosophy has always been you know if you can grow enough like distribution if you can grow a big enough brand then we can build businesses around that right and so with jimmy like we do things like mr beesberger we did things like finger on the app and we're gonna continue to launch companies and so i think my role as a manager has changed from hey i'm gonna help you with like brand deals to now i'm really just your business partner helping you execute on all these other things outside of just content yeah how did you get into the management of creators on youtube uh a cold email to dude perfect in 2014. that's how i got into it so i didn't have any help or handholding i had to learn this all by myself there wasn't a book that i could read of like how to get into this and at the time in 2014 people weren't really managing youtubers it was more like mcn's at that time and they were just rolling up creators and so i tell people this all the time if you want to get into talent management just start small go find a creator whose content that you really like that has a hundred thousand subscribers that you're willing to bet on and just it hopefully you get along with them and hopefully you guys hit it off and you should just start working for that person and being their manager that's how that's how i would tell someone to get in the business but you were in sports before so why did you leave sports to go for youtube my cousins they were watching so i was working with amazing like i was working with like barry sanders and marcus allen like amazing hall of famers heisman trophy winners and when i met dude perfect at the time i was loving working as an nfl sports agent but i just thought that you know i i was i was a little concerned that they weren't taking advantage of twitter and youtube and these different social mediums that were popping up and so when i met dude perfect it was just like a breath of fresh air of someone that was actually like living on the internet creating content every day being in like the attention and so when i spoke to my little cousins about it the first question was like hey guys do you know who dude perfect to us and they flipped out and do perfect at this time only had like two million subscribers they were small um and i just kind of knew like okay if my nine-year-old cousins are freaking out about this creator they have no idea of like any of the football players that i worked at that time didn't know any of them didn't care and it just kind of hit me they're like okay this is where i think the attention is going this isn't going to stop youtube's going to continue more channels are going to continue to pop up and it was just something i dove into left my job as a sports agent which i tried very hard to get into and that's when i lived in las vegas and i think everyone in my life kind of thought i was crazy because youtube in 2014 wasn't really a job like right people didn't think it was a business yet and so it's like just kind of had to prove myself over those like two years how did you how do you prove yourself with dude perfect though uh it was just providing value it was uh so the interesting conversation i had with them really early on was i thought they were doing a really good job with basketball football like traditional sports but they were missing golf soccer some of these other things that i thought they should be doing trick shots in and so i went to callaway golf and i spoke to the cmo and i convinced them to spend a lot of money on like multiple dude perfect videos and then they started making golf trick shot videos and the first one was with jamie sadlowski won the long drive championship and that was kind of their inroads to golf and that's really how i built trust with them was just providing value before anything else so when you do something like that do they sponsor the videos or how does that work so like the ball the ball that they play within is like product placement everything ball clubs bag we played it like a callaway performance center like they literally outfitted the whole video but there was no they never stopped the video to do like an ad read which you see youtubers do now right you stop for six seconds like this is brought to you by callaway golf that's not how dude perfect did it and so it's just organic branding throughout the whole video and at the end of the video they were like hey guys thanks for watching if you want to buy these new like callaway xr irons go to the link we're going to have exclusive videos on callawaygolf.com and that was kind of the call to action and that's how dude perfect solo video such a good pitch super smash gosh because if i'm into golf and i saw that watch the entire video at the very end i'd want to do that that's really good get now can we ask like what they pay for something like that oh six figures yeah at the time yeah and then duper who's averaging you know five six million maybe a little more views per video so it was a six figure per video deal for again like you're like hey i stopped my videos and do a 45 second ad read and it sometimes hurts your average view duration yeah for them it was like we're not going to kill our abd like we're just going to show them throughout the whole video and it works better wow so from there uh what what do you take from something like that like a percentage right i i take it is it a percentage yeah so okay how how talent energies usually work is they take a percentage of income it's similar to an agent right where revenue brought in or found money is then commissioned right and so that's how i made all my money with dude perfect which is commissionable income wow that's super interesting i see a lot of parallels actually between what you did at the time and what i did when i first started working with graham like i just shot him a cold email and basically provided as much value as i could basically free because i would effectively take a commissioned amount you know based off the money that i brought in for graham yeah we developed a relationship from there and then i just tried to provide value and grow the brand in any way that i could yeah that's really interesting yeah and it's different like it's it's for the to sign like an nfl football player you have to like travel to the college and watch the games and talk to the parents it's like a recruiting process that's why i think that there's a lot of youtube creators out there that need help they really do they need help and so back to like if you want to be a talent manager just provide value to a creator that you enjoy and you'll eventually have yourself probably in a unique position to help that person like you did um in their the rest of their career that's nuts yeah who is after dude perfect uh typicalgamer he was on twitch which was justin tv and he was making the transition to youtube gaming which was completely new at the time and i met him at an event with an nfl football player that we represented and we just kind of hit it off and continued to talk for like a year and a half that was different though so andre his name's andre he didn't answer my phone calls or texts for like weeks on end but i just stayed persistent i just like every other week i would text him and be like hey what do you think about this what do you think about this and that took like two years to grow that relationship and now we're extremely close to this day but i just wouldn't lay off i was like i truly believe that this guy is going to be in a unique position in five years and i really got along with them because the only issue is just didn't answer my phone calls yeah so when you call them though what was the pitch or what what did you want to bring to him that he was ignoring there was really no pitch like i don't pitch creators i i think that's like something an agent does they like bring you in a room they give you the whole like dog and pony show of like here's what we're gonna do for you to me it's more about like hey i really enjoy your content let's get to know each other if we get along let's see if we can do business together there's like no pitch right like hopefully my track record speaks for itself with all the creators i've worked with now and it's to me like we don't represent a lot of creators i think we represent 22 creators right now it's just it's more about like having a deep relationship with those creators and then we also we try and represent the number one or number two channel in each content vertical uh and so that's that's kind of our interesting you know thing with night media is like we're not going wide we're not just like signing a thousand creators that's not our business model um but with andre it was just a slow burn um i just liked him as a person and i was like i wanna be close to this person if i'm gonna have a business in this industry yeah what was the first thing you did for mr beast um other than all those phone like late night phone calls at 1am about him talking to me about like the youtube algorithm the first thing i did for him was uh the honey ad we uh i got introduced to this guy who used to be at meundies and he had just left to go to this company i remember this is years ago they partnered with casper and casper was a was one of my first clients in real estate believe it or not uh it was 2009 this guy samir uh was working in a different startup representing him on a deal and then he was one of the first people at casper in the ipo i haven't talked to him in years but uh yeah and then they did a partnership with me undies there we go great works with me on these um indirectly yes okay but not directly with them all right we need to get you back in the undies first we have to thank our sponsor of this podcast attitude it goes without question that sleep is crucial to how productive you are the next day and that is exactly why i love to have a good mattress soft pillows graham tucky man at night wait what and also high quality bed sheets on a serious note guys i actually consider good 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thousand dollars and five thousand dollars and he was playing fortnite and the charity stream was if you donated like five hundred dollars he had to drop his guns if you don't like a thousand dollars he had to drop all his mats and so it was more of a it was like a donation game and jimmy ended up donating 40 000 all of which was what honey basically paid us to do that ad and he just gave it all away uh that was like the first one that i remember who came up with that idea that that's got to be jimmy right jimmy 100 yeah yeah and it started with the homeless person like he did a video with a quid do you remember that like um they had like stickers like mobile stickers oh yeah this was like like three years ago and anyway he did a deal with quidd and uh i can't remember what they paid him but he gave it all away uh to a homeless person and that video did well and that kind of started that trend of just like giving away the brand money got it what about the logistics behind the scene how do you play into that because i know with a lot of his videos it's so intricate there's so many moving parts do you have a hand in that oh i'm glad i don't yeah the only time i ever handed it is if they need something difficult done um like for well i don't know if i can say this but we booked a massive venue last week and they're like hey we need this venue for a specific video and i was like all right i got it so if i need to do something big or get a space or a celebrity or something in his videos i'll step in but he has a large production team now that handles logistics pre-production post-production uh it's a little bit different machine than it was when i first met him yeah what was the weirdest request exactly in my life or just like from jimmy let's do both um let's start with jimmy and then in your life oh man i think the weirdest request i mean there's probably a few i can't talk about just because we uh we'll have like future videos and stuff coming out okay but i think some of the weirdest requests have just been some of the celebrities we've tried to get in videos yeah and then what's funny about it is you all usually talk to their agent or their publicist and their kids are huge fans that's like our inn and so this one uh i won't say his name but big name actor uh contacted us and he was like hey my kids really want to facetime with jimmy we're like all right great like here's his number do it and we're gonna need a favor from this person because we want him in a video down the road yeah but i've had some interesting celebrity requests from jimmy that i would have never thought that he wanted to have in videos wow that's so cool yeah and we have i mean we film at a lot of locations i think like the conversation that i had to have with him about remember when he gave away an island yes it's called jeff uh anyway like try taking that phone call hey uh we're gonna film a video in two months i need we need to buy an island like i was like how do you buy an island like who sells islands right and so that was an interesting phone call of like we need to find an island so i can give it away and you basically just needed to do the entire part of finding the island finding someone who's willing to sell their island yeah and organize that yeah i mean thankfully his cousin knew someone that knew someone that owned an island um which ended up becoming jeff and then given away in that video but i had absolutely no idea and so it's just like a few days of brainstorming about like how on earth are we gonna do this and actually how expensive is an island like is this millions of dollars like we had no idea here's something before we go into the weirdest request of your life but how do taxes work because i'm so curious if someone gets let's say ten thousand dollars worth of a mystery box are they claiming that or is is jimmy yeah uh paying the tax that's a good question so early on uh we would pay most of the taxes so if we would give away a car or something we would always pay the taxes now it really depends on what we're giving away but we're pretty good about having them film out fill out forms yeah especially on paypal so if we're giving away x amount of money on paypal we'll have them fill out a 1099 so they handle taxes on their end but it's something that we actually used to take care of and then we just like had a conversation about it like hey we probably shouldn't be paying taxes on everything we're giving away because if you're giving away a million dollars for the stuff in that tax bracket i mean jeez you could be paying 30 of that just in tax on top of what you're giving away yeah well did okay so the million dollar video do you guys remember when um they did the last to take hand off like this giant thing of money and had a million dollars yeah uh and in the video jimmy actually did like two minutes of meeting an accountant talking about paying your taxes talking about being like financially responsible then meeting a financial advisor to set aside a certain amount of money for him and so we actually talked about that in that video because yeah you give away a million dollars 40-ish percent of that is gonna just go right to uncle sam right i did a reaction this is actually i think how i got introduced to jimmy this was two years ago he did a video uh spending a million dollars in 24 hours that was the video right after this yeah and so many people reach out to me dude you gotta comment on this you he's blowing out of his money he's gonna go bankrupt and i was like you know what i'm gonna actually watch this video and put a thoughtful response together and i made this video put a thoughtful response together and uh i think jimmy sent me an instagram dm or you know what you know what it was i was blown away i was just checking instagram and randomly i said mr beast is following you like just as i notifications like wait what is this i thought it was fake so i clicked on it i was like it's actually him like wine i think at the time he's only following like 190 people and so i sent him a message and i guess he watched the video he liked it yeah um and i talked about it yeah but uh i was blown away and that video did really well but uh i was so careful because i didn't want because i knew like he had done this incredible gesture it's like giving away i've never given away a million so who am i to sit behind a computer like criticize this so i was so careful and like coming off the right way and like making sure it was respectful but like provided some humor into the situation but what was your thought on that uh i remember watching the video and then jimmy and i kind of had a discussion around it the thing was we were a little worried when everyone started talking about the paying taxes and having an accountant because then that started the conversation on the internet of like how much is jimmy paying taxes is jimmy paying taxes and then i get a call from his accountant and he's like there's people calling me there's people sending me emails like asking about jimmy i had no idea how people got his email address and so it kind of just like spiraled and people started talking about it remember there's like articles that came out and like business insider about jimmy paying taxes and things like that so that was our i think i remember that was our initial reaction is we're like is this gonna draw light to this and then are people gonna just like start asking questions about like jimmy's giving away all this stuff is he paying taxes and so that's actually like what was the biggest worry of that but it was a really well done video thanks yeah um but yeah that was that was the conversation him and i had i'm curious what with the worry about with taxes what's the concern on that i mean not really anything because we pay our taxes right but we just didn't want people digging into it and like talking about it like we wanted people talking about the spectacle of the videos we didn't want people talking about like does jimmy pay taxes on a million dollars right or how how does jimmy give away all this money like we just wanted people being like wow i can't believe he's like giving money to homeless people and doing all this good and these videos are crazy and so we just don't want people having that conversation that's interesting because uh usually the i i feel like um at a certain point people are going to look for anything and i'm sure especially with him every single piece of information he puts out there there's someone looking for like what angle could i spin this i told you yeah we just had that i showed you guys that picture of john cena yeah so jimmy had his stockx so you got these yeezys from stockx and you remember there's like a little emblem on them when you get them it's like green and he left the uh that little thing on the shoes and the sneaker reddit is on fire this morning about jimmy leaving so it's like every little thing i think they just think it's funny that he didn't take the tag off and so they're just like meaning him for it on reddit so it's just like every little thing is under a microscope got it so you have to be super super careful whenever he's in like you know the public eye or anything you said he went on a podcast yesterday yeah and that you had to kind of like hyper monitor him while he was speaking on the podcast because you know he's under like a microscope yeah i can't do much because they're they're filming it like i can i can stand up and be like we can't talk about that yeah um but yeah he said something about a company that you know we didn't want out yet and i mean it's out there now um when that podcast comes out so i try um we've had situations in the past where we've had to cut little snippets out of like a podcast that he's filmed because we're like hey we're announcing that in two weeks and this podcast is going to come out before that right but for the most part he's really good he's gotten a lot better um it's just like interviewing talking to people not spilling information from the things that we've been working like he just gets excited about stuff yeah and i just want to talk about it yeah he's like i just want this out here i know we're announcing i'm just you know i'm just going to talk about yeah and then i stand up and i'm like no change the subject is there anything you've had to say no to um tons uh yeah so a good example so it was about three years or two and a half years ago and i started working with jimmy what was becoming really popular were these like mystery loot crate like internet sites where you it's basically like cs go skins but you'd go on and be like here's the supreme box and you'd pay fifty dollars for it and remember yeah they didn't write ricegum did uh yeah quite a few people yes yeah yeah yeah they got a lot of hate for that right jimmy was um he wanted to work with that company when he heard about it because it was a lot of money and we wanted to give that money away in a video and i had to talk him back on it i was like listen we're not promoting gambling i think people are going to see this negatively so there's a long conversation that him and i had to have which eventually we passed on the deal and then jake paul and ricegum ended up doing that deal and got a lot of hate for it yeah um so we've we've sidestepped a few situations by just having longer conversations him and i have a really good relationship so when stuff like that comes up like him and i just get on the phone i hear him out he hears me out and we just kind of discuss like what we think we should do and we ended up passing and it was a great pass that was a smart move to pass have there been other things like that where you've looked back and you're like i'm so thankful i didn't do that all the time really all the time um not just like on brands but just on like pr and appearances and yeah all the time how does he remain out of the spotlight for like negative controversy because i've noticed very little with him or pretty much nothing or anything that does come up i'm like i'm usually siding with him like that's kind of silly to you know take it out of context yeah uh i mean he just like he's in north carolina like he films youtube videos he's not in the la drama scene uh he doesn't engage with drama on the internet and also like he he doesn't drink like we we don't do any of that yeah we don't really go to parties we're not part of that crew and so that's that's how he stayed out and he didn't do anything in the past that was wrong which you know usually people are penalized for being a 14 year old that said something stupid because when jimmy became famous or started to become famous he was 20 years old and so like yeah i mean people say stuff that when they're 14 or 15 that they regret but they also don't know they're going to be this internet icon when they're 20 years old um but yeah he just doesn't have a troubled past he doesn't really have skeletons in the closet at all so it's not really sidestepping we just don't have it we don't don't have anything to hide i'm interested in exactly like what you do with jimmy so you basically just see him as a company and then act as like like branches to just to just reach out to any other business opportunity possible yeah so i mean it's again changed a lot uh it used to be like i was facilitating his brand deals which you know there's a lot and now there's five channels so brands across all five channels we have a charity channel that now is working with brands thankfully like i have other people within night media that handle that so i'm not as involved because we have a massive burger company that i have to be really involved in on a day to day or weekly basis on the marketing end and what are we doing for like lto items we have another company in the software space you guys saw like the like finger on the app yeah the second version of that uh and then we're working on another company that will be announced probably in the next like 90 to 100-ish days that him and i actually have been working on for two years wow it was an idea that we had like in a parking lot uh and came up with a name and everything like two years ago and so we've been working on this company that will eventually come out so a lot of my time goes into like his other businesses talking to his like publicist i just i'm here with him right so we played in that he played in that celebrity poker channel with you um so it's just it's it's transitioned a lot from hey do this brand deal to hey i need help on everything business right everything on the business but how do you get compensated if i can ask like on those different things such as like finding the island or you don't i mean that's just nature of being a manager right you don't really make money on a lot of things you do but you do it to provide value to that creator right i would never say no if one of our clients called up and they're like hey i really need help on this can you guys help me i know you're not gonna make money on it we would never be like nah sorry um and we also don't we don't work with that many people for that reason like we like to be in the weeds in their businesses we like to understand their pain points and we like to identify people for them to hire that we think will help them grow and so it's just you do those things as a manager without any just monetary upside but that's just part of the business right that makes sense yeah uh so in terms of all of these businesses where do you see the future going for a lot of this uh because it seems like you could set up some of these apps as something to sell off yeah because a finger on the app how do you have any idea how much that's that's worth finger on the app yeah like if we were to put a valuation on that because i would imagine gosh how many millions of people signed up for the app yeah i mean we had over 2 million downloads 1.5 million concurrent players on the second one i mean a huge huge um game but so but i think the only issue with finger on the app is it's not repeatable right now we just did it as like a a spectacle on a weekend for people to play i think if we could figure out how to turn that into like a repeatable gaming like business then maybe it would be worth a lot of money um we're just like pretty focused on a few other projects right now so mr beastberger is i think a good example of something that him and i put a lot of work into i think there's a massive valuation on that company as well as this other company that we're going to launch that we raise capital for and so yeah eventually like we either sell those companies we go public i think there'll be a liquidity like three four years down the road i'm not sure what that's going to be yet but that's the goal right that's why i work with jimmy and some of these creators because i think they have a really unique opportunity to build these businesses it's all about attention right the world is about attention right now and i think jimmy is one of those people that just always has the attention on him because of his videos and now if we can figure out how to like solve different pain points or you know build like a restaurant business that people actually want to consume because they believe in the person running it those are the things that that i think are like the long-term wins got it who came up with mr beast burger and why why mr beast burger yeah so uh we got pitched by this uh this company who's our partner in mr beast burger and it was just a single restaurant in la that they were opening and we ended up passing on it but they like lightly touched on hey we're also working on this virtual dining business where like you launched and it was like at the time they were just like you launched you know 100 virtual locations i was like wait wait hold on tell me more about that because that sounds interesting and so we started having this conversation with them about what that would look like how big could this get and with everything jimmy it's all about like is it a spectacle like is it big enough for people to be like holy cow that's amazing like of course mr beast did that and so our first question was like if we're going to do this mr beesberger thing can we launch it day one where it's a big enough spectacle where the internet's gonna be like i can't believe he pulled this off and so after a lot of conversations uh between myself and that company and our president a few other people in knight media we decided that hey we think we should take this to jimmy they're confident they can launch with 300 plus locations day one and we could have a pretty sizable restaurant business uh in the next 90 days which was crazy to think about and so when we pitched it to jimmy he was like it was a no-brainer it was like big enough spectacle also he had a video idea so it's opening the world's first free restaurant which is like the next big thing it's like yeah great idea how do i make a good youtube video out of that because that's all he's concerned about and so once we had those two pieces figured out it was just sprinting to get as many locations as possible wow yeah i was actually blown away because initially i thought it was just a bit uh like uh not gimmicky but that it was like a short-term thing like it would just be you kind of talk about it you get you get it once and never again how many people now reorder yeah about 40 wow yeah it's um i mean the business is doing great we have over 800 locations i think we're closing in on a thousand actually we open the uk we have we have you know a lot of like locations in canada and we're working on different countries right now and so it was never supposed to be like just a gimmick yeah i think for us we're like we know this can be a big business it's all about you know in the virtual space like getting to scale as quick as possible because i think a lot of creators in the next year are going to launch like i don't know five in la right and it's it's fine that's a great it's cool um but think about launching a thousand mr beesberger locations and then you can launch lto items we did the miss the dream burger and so now we can do all these different collabs we can do new menu items we can also fulfill other items through those locations so instead of just selling hamburgers we could do merchandise and people can get merchandise in 30 minutes or 40 minutes and so there's just so many possibilities i like to talk about this yeah it's like you almost have like almost like distribution centers across the world where you can instead of someone getting a t-shirt three to four days you know from shopify we can be like hey we're actually gonna fulfill this through mr beastberger and with your hamburger you can also get a a hat or a t-shirt that's cool are these businesses that you're building up all like something that you're planning on selling off at some point in the future or do you plan on just continuing to that hasn't been the goal like we never started any of these businesses to be like hey we're gonna build this and sell it i think for us like especially with jimmy we're just like well let's build sustainable businesses that people care about that we think can last beyond jimmy's just youtube career and so i think eventually like we might be in a position to be like hey should we sell this should we take this public but it wasn't something that we had thought about like when we started the business which i think too many people do to be honest i think a lot of and it's like we have a venture firm and we invest in a lot of software companies and i think one thing that i don't like is when founders talk about just like selling the business hey i'm starting this to sell the business or something like that i never started night media to sell night media i started because i loved youtube i love the space i love content creators and i think a lot of successful businesses that have been built are started by founders who are just hyper obsessed about building that product and now it's a lot of like hey we see that we see a need we're gonna build this we're gonna sprint for two years and then hopefully sell it and that happens a lot but for us that wasn't that's not the goal yeah where do you see the future going for youtube the future i would bet on youtube over probably get a lot of criticism for this i'll bet on youtube over any social platform that currently exists over the next five years without question instagram twitter not even close they're not even in the same atmosphere i don't even think tick tock's in the same atmosphere as youtube right now monetarily and there's no other social platform on the internet where you can build a business right now as a content creator like an actual business i think you can have an instagram with five million followers and you can do a couple sponsored posts a month but you can't really build a massive business around that just think of how many youtubers now have 10 million subscribers that have massive production companies that have multiple channels that just doesn't exist on any other platform to this day and i just still think youtube is just strategically in a different spot than anyone else i see youtube though integrating a lot of tick tocks features in terms of uh both youtube shorts and they're really pushing that home page where i scroll down like three videos and there's like a few things where once you click on it it basically takes me to what i feel like is just tick tock except on youtube what are your thoughts on on youtube shifting in that direction i mean i think like it'd be hard for them not to build that product what's been really interesting is someone launches a a product or feature and then every other social company copies them yeah we saw that with stories right and then it was like reels and i can't remember what the one on twitter was so everyone copies them i think the same thing's happening right now is tick tock has grown significantly quick because of just short snippet videos youtube has no choice but to implement that it'll be the to me it'll be interesting to see if youtube is just shorts in five years and long form is just it's it's hard so let me tell you let me tell you jack i had this conversation last night okay here's my thinking youtube is pushing the tick tock format a lot youtube's smart you're not dumb my thinking is this okay uh youtube you go on youtube you're watching at least like five to ten minutes of content let's just say i've seen the effect of tick tock on people including myself i hate tick-tock sam but i go on there and all of a sudden i'm on there for six to 11 minutes just endlessly scrolling my brain something happens and it's just short circuits and i'm just sitting there just like withdrawal coming out of my mouth just like that and uh and it's a great i've seen what what uh and not what it does to macy but i've seen how much macy enjoys that i would say i and maybe i'm way off here i dare say she'll now she now spends more time on tick tock than youtube just all the you know what you know what you know what it is it's uh it's it's filler that's all it is is you with with youtube i'm sitting down like i'm eating something i'm like taking time out of my day i'm going to put on youtube video watch it it's got my full attention tick tock is something i've seen for macy is uh she could literally just be like walking it to the kitchen tick tock tick tock tick tock tick tock getting ready getting ready tick tock tick tock and sure there's youtube that mixes into that but i'm wondering if youtube sees that people are are spending more time on the app watching 30 second clips then they are a really intense 15 minute video yeah that's my question and i bet that's the direction is the session time higher for shorts as you know it is or long-form videos that's that's an interesting thing that i would like to see from youtube is a session time on an individual basis actually increasing because now like you said you go to the the app and instead of trending button it's now shorts yeah but eventually are we gonna hit the youtube app and it's just going to pull up shorts automatically you're not even going to get need to press another uh thing to get into it yeah that is interesting you know what one other thing i want to mention i don't know if it was with you or somebody else or maybe it was with you read where we talked about ridiculousness on mtv was that i don't know who anyway okay so anyway we were talking about the success of ridiculousness and why mtv paid so much money rob wanted to retire from that show and he had no intention of of renewing that contract but mtv offered him so much money uh to continue for five more years that he's like i would be stupid to turn this down it's worth it for me to take this money but the reason why ridiculousness did so well is because they needed good filler content in the background where you could keep it on you don't have to pay attention to it you could walk out of the room for 10 minutes and come right back and you missed nothing you could keep it on there's music in the background you could be in a party but have that on in the background and you could pick up and leave anytime and it's just like every 30 seconds of something new that's the direction i think we're going is that filler content which is new new new new new um even with youtube i i feel like it's honestly moving in that direction where if it's not like something new something new something you change change change our attention spans are are blown you've got to think of it like like to sit down and watch 10 minutes anyway like even going and watching a full-length 30 minute tv show like that doesn't happen anymore without pulling out your phone and like the boring spots you're just like scrolling something else right it's it's mind-blowing that's that's the direction i think we're getting interesting but what is more valuable like if you have a lot more people watching tick tock or whatever and more time spent on that than on youtube like could youtube still be more valuable because of the relationship that the consumers build with the creators because you can build like you set businesses and stuff off of youtube but on something like tick tock it's it's not very valuable to to be scrolling and not to be developing relationships with the creators and it's just like something that your mind you're saying is like a like a tick tock creator versus a youtube creator well i'm sure obviously youtube creator is more valuable but for a business model right like even if you do have more people spending time on tiktok versus youtube theoretically wouldn't youtube still be more valuable because it's more you can make more money off of it you can do more like you said build businesses and stuff yeah i mean that's my bet right that's why i i think tick tock's great and a lot of our clients use it i would just rather they focus all of their time on youtube right and that that's been what i mean you guys have seen like what our roster looks like it's all youtube creators like we don't represent really any native tik tok creators yeah you can't really monetize tickets so here's what i'm thinking okay here's here's my thought for the creator youtube is a hundred times better yeah but i think if you look at what you get as a company i think as a company you could be more valuable with just that quick short for content but as a creator it's way more valuable to have the long-form content so it just depends and here's what i think too imagine instead of like the top 10 creators making 80 of the money instead it's reversed it's 80 of the creators make 10 of the money and maybe that business model is gonna be better in the long term so as a creator imagine i earn a hundredth but i share that with a bajillion other creators who are all making a hundredth and we each contribute our little 20 seconds into you know every day 20 seconds 20 seconds 20 seconds but we share that split among a bigger group a lot of the creators that i know are transitioning from tik-tok to youtube and a lot of the youtube creators i know are struggling transitioning from youtube and the creators are i mean that's they're doing so well but yeah i would agree with jack it's so hard for me to get into tick tock i i tried and uh god i hate it i really do even even with youtube shorts everyone has told me to do youtube shorts but i'm like i just i like the long form content everyone knows it's good for you too like everyone knows tic tocs are good for creators but no one wants to transition the reason why you need to do shorts is because it's really good for discoverability right it's like new audience on youtube is tough like to get i mean i know jimmy's gaining like 2 million subscribers a month but that's like really tough to get to the discover ability of youtube shorts is why you need to be there right you need to look at it as like top of funnel right if i can if i in the the big conversation is actually do you put it on your main channel or do you create another channel no i think that's the thing it would need to be another channel why do you say that do you think because it would hurt you i do i think it would destroy the algorithm that uh i feel like i've spent so much work crafting this algorithm that works for the main channel and people are accustomed now to three videos a week monday wednesday friday they know the time and throwing in more i i personally like i look at this where i get upset when i see shorts i i don't know why when i'm in my subscription feed and i see a short i'm like that's taking a valuable space that i'm not interested in yeah i don't mind if it's within the short section of the app because then i'm looking for it but otherwise it's like you know you're walking down the street and there's like a big stone in the middle of the way i'm like you know if i want to start i go hiking it's in my path so i don't like it so if i don't like it i feel like other people wouldn't appreciate it either i think it's a new channel i don't care you're exactly right and i've i've spoken to a lot of creators about this and they'd say the exact same thing but what i think is coming is you're going to be able to upload a youtube short to your main channel and you're gonna be able to categorize it whether it's a short or it goes to your like long-form video feed right and so when you upload a short to your main channel it's not gonna show up on your video feed it's just gonna get sent directly into shorts and i think that's when like you and some of these bigger channels can take advantage of it because i totally get it i don't want to follow someone and then my sub feed which i actually don't really click on i just go to home page um but then it's just littered with their shorts videos because they're uploading every day i've unsubscribed from those channels and it takes a lot for me to unsubscribe but when i see a channel that i'll watch once a month but they're posting every day is short and it's just it's more for me to sift through every day and i'm just i'm just trying to hone in on the content i really want to see yeah but if they found a way to do that yeah so a good example is lankybox who's a client of ours is they were and they were big before the youtube shorts they were doing like 500 million views a month on youtube shorts they implemented or just on without youtube shorts they implemented youtube shorts in their main channel and they're now doing 2.5 billion views a month so it's incredibly valuable from like a new audience growth perspective and they've gained like 1.5 million subscribers last month but it clogs up their feed because they're posting three shorts a day i'm curious two things one what does the revenue look like on that on a short right now youtube has a shorts fund and so you basically cash in a shorts fund you go into your your dashboard and then youtube's paying people out to create shorts basically so there's no like cpm model yet and i i don't know if we'll we'll get there in the next year i think youtube's got to figure out like okay how are we are we how are we running ads on youtube shorts for each individual creator not like how snapchat does it where they're like running ads in between each clip yeah right because then you really don't know how to like which creator you're paying yeah the other question i had what is the conversion between the type of person who wants to watch a short versus the long form content because if it is a funnel i would say just throwing out numbers here maybe 85 90 of the people who subscribe for shorts are not necessarily interested in watching a 15 minute video they just want more shorts so it seems like you're building out two divisive audiences that each want something different yeah that's the big question and that's the question the youtube channels that are just creating shorts are gonna have to to answer and figure out is if i'm building an audience that's just here for youtube shorts and so i've seen youtubers that i'm sure you have now they're doing like 500 million views a month just doing shorts right the big question is like how do you create long-form content on that channel and when you do upload a video that's like eight minutes long is anyone gonna watch it or are they just there for shorts and it's a battle that a lot of creators are fighting right now because they're not making any money you pull 500 million views a month you don't really make any money so you want to upload long-form videos so you can actually run ads yeah and a lot of these channels are really struggling they'll pull they'll do like a million views per short and then they'll upload an eight minute video that'll get 20k views yeah and so that's that's the question is like how do you if you're if you're bringing in this audience are they converting to watch your long form videos are they just there for your shorts i have a couple of questions like why first off why doesn't jimmy start a podcast and second off do you believe that a creator can over expose themselves on social media and that they could put out so much content that people aren't as excited for when they do post for example for me with david dobrik he posts once a week or michael reeves or idubbbz they post so rarely so when they yeah but when they do post it's like it's so exciting because you haven't seen them in such a long time and you are just that thrilled to watch their content but someone else who like for example we put out i don't even know like nine videos it's like do our the people that consume our content are they less excited to watch our content does it overall like negatively affect our video or our performance is there like a curve to this i mean would you why if david dobrik uploaded three vlogs a week would you watch all three yes that's hey you're right i mean if david uploaded a vlog i mean if david dobrik uploaded a vlog a day like i would watch his four-minute vlog every single day do you watch his content yeah of course um i mean he's great right so it's that's true uh and let's just look at another example so like garyvee i think is a good example of just content spam it's everywhere and he's done a really good job of building his brand like everyone knows who gary is but i'm like gary post a lot but here's the thing gary is an example where i feel like he did too much and he was again i i hit i like gary's content but i he was one of those first people i unsubscribed from because he posted so much and sometimes like two to three times a day meet kevin is the only one where uh he'll post like three times a day and i watch all of them i watch like 90 of his videos but it's like a business update so i'm interested but you're also not gary's like fan base right like you're you don't need his motivation you don't you don't need that stuff right but i feel like his view to subscriber ratio is not that good some of his videos get like 19 000 20 000 views and he's got like three million subscribers do you think that it could be just because this quality is suffering by like you know what i'm just putting on something i think it's too similar that's that's the only thing you think is very similar content every day whereas david dobrik if he was able to do three times a week it would be so unique he did in the past he did he used to upload three times a week yeah and they were still very good vlogs um but he again he's like it's very difficult for me to get three good vlogs a week i mean jimmy only uploads two a month right we would love to upload didn't he used to upload once a week we did i mean it's like it's been like a giant roller coaster of trying to upload once a week it's just the videos have gotten so out of control that it's hard to film like uh what was the latest video we let's just take like 50 hours buried alive right it's hard for jimmy to like prep for that video get buried alive for 50 hours come out of that coffin that's 10 feet underground yeah and then film another video two days later yeah so it's like when when these videos start to get this crazy it's really tough to consistently film every week uh do you ever feel like he's taken it too much to an extreme in the sense that like every video he has to find a way to top it like i feel like he can't go down from this it's like you're at the top you have to keep building higher yep is there ever a point where you feel like how crazy like at what point do we realize like we we can't top this yeah i mean i've seen the you know videos ideas that he has down going forward you know this and they're crazier than they are now so at least in the next couple of years like i don't see the videos going down can you give us a few ideas kill me yeah really no way because they have to hit they have to hit youtube and you guys have to be like holy cow how did this video happen sure right i think there's one of those videos coming up next month you're gonna be like again like i don't know how jimmy did this and he talks about it on logan paul's podcast actually because we he filmed it a couple days ago yeah um he's actually spending when's this come out this will be a week from today about a week yeah i don't know if i can talk about well you'll see it when it comes out i'm not sure when logan's podcast is coming out um but when you see the video title you're gonna be like i don't understand how he pulled this off like why would he even put himself through this suffering at this point in his life um and again i've seen all i've seen a lot of the video ideas like it gets bigger everything's getting bigger you know i've noticed he's expanded and really brought on a team on his channel was that strategic because it's gone from really just him to now he's got you know carl and he's got everyone else in the group yeah he's always you know when i met him it was him in front of a computer donating to twitch streamers but chris was always there yeah and so we've just expanded the talent a little bit and it's been more of like making it a crew of people that like some people show up to watch carl some people show up for chandler and it's like the dynamic between all those guys and then also a lot of our videos are challenges that involve a lot of people like hide and seek for example we need like eight people to play hide and seek right and so you have to have those crew of characters in your videos and so it's taken a long time to find people and to be honest a lot of them had different jobs at his production company like internally and then they've been like hey this guy's actually really funny like let's try them out in a video and then they turn into carl jacobs right so uh it's just like we're continually looking for talented people to be on the channel got it now but but is that strategic in the sense that like if jimmy wants to step back he's still got a team of people who have an audience who could continue moving the whole brand forward yeah i don't i don't think he'll ever not be the main talent on the channel okay i think that's a conversation that you know a lot of youtubers are gonna have to have like dude perfect like what happens when dude perfect no longer wants to be in the in the videos right i don't know uh jimmy i think is like five to seven years away from that decision but he'll always be like the guy the number one guy like the the reason people come and then we have all these other like funny characters in his like ecosystem of that video got it i want to ask you a question about our vlog we have a vlog called the family down below in the description we have been i don't want to say struggling but uh struggling we've been struggling yeah i would say it's uh we got off to i think a a a false start that gave us a lot more confidence the first vlog we posted got like a hundred thousand views just like right off the bat the second vlog we posted a hundred thousand views and we're trying to find out how to how to do this in a way that's sustainable and we've gone back and forth you know right now we're posting an eight to ten minute video once a week okay but i was thinking once a week isn't enough so we need to do twice a week so then my idea was let's post shorter videos like four to five minutes twice a week and just spread it out you know mid-week but then the average view duration goes down significantly and we're noticing less views on a shorter video than a longer video uh but then we're also struggling with where do we find the time to do stuff for the channel jack and alex want to do content that i think is uh i'll say is immature like uh putting a whole bunch of rubber duckies in the pool i'm like they're trying to pull views though right like people want to see that my thought but that's not sustainable my style is yes it is it's only sustainable if you start making enough money in your eyes right it's like if the brand if this the family can start making enough money where it makes sense to do that kind of stuff then it's sustainable to you but just because it isn't making money right now doesn't mean that it's not sustainable and also let me ask you a question how long did it take you to get a million subscribers right let's say like five years uh no no two two to two years two and a half years okay well anyway that's a long period of time right yeah so it's like i think everyone now thinks that they can just launch a new youtube channel and it's gonna be successful it takes time to like build and because you're really building a new audience for that channel because i would imagine a lot of people that watch your your channel your actual channel don't go to that side channel to watch you guys feel rubber ducks or watch you fill a pool with rubber ducks right they won't learn about stock market real estate um at least me like i watch your channel i don't know if i'd watch this to family if it was like for you know 12 year olds if depending on what you see but i don't know if that's the audience i want like i thought a vlog about like the behind the scenes of if both running the channel the dynamic between all of us here at the house doing some fun stuff here and there and that's like the first few vlogs were my favorites because they were like jack and i trying to do a thumbnail and it's me on top of the roof of the ford gt try not to break the car while there's a drone hovering above and i'm trying to like like that for a thumbnail and like stuff like that but i don't know if i want to film rubber yeah people are gonna get the word if you if you film our everyday life and stuff like that and the behind the scenes of graham's main channel content creation we are section like we're basically so much of that though on youtube like behind the scenes like of videos and stuff there's just there's so many channels like that and we're only pulling from our audience of your channel and the reason i feel like the best reason why we should have created a vlog is so we can diversify our content to go to a whole different audience because right now we are in the personal finance niche you know and i feel like it is important to try to break free of that so we can be a little more diverse on youtube why do you guys want to break free from that yeah because you're it like you're the biggest channel in that vertical yeah my thinking is how long can i be in front of the camera three times a week making videos in finance as long as i can is the answer but at a certain point i know this is just going to be something where it's like i want to try something new and i think uh if i could build up a vlog channel big enough then i could start doing some other stuff that i wanted to do like traveling and then i could vlog the entire thing turn it into uh you know travel uh van life stuff like that man yeah van life i think it would be really cool yeah that'd be good right so i'd watch that yeah so why why isn't that the channel the van life yeah we can't do that yet not yet so my thought was that like by the time i want to start scaling back in the main channel instead of maybe three a week i'm going down to like one a week or something like that going and traveling doing other stuff but then the vlog channel is going to be big enough where we could start transitioning over to that did you ever think that if you potentially build up the vlog channel in that way by putting rubber duckies in the pool and then you all of a sudden switch it up and you're like well guys we're transient people and we're going to be traveling now you think that that would have an impact on views like because what if you build it up to millions of so but that's why i don't want to do rubber duckies because i i want this to be a mature audience who could appreciate traveling so then start traveling now and start your travel channel if that's what you want i also i'm not ready to step back on that i also think you could upload less and you'd pull more views per video or you'd pull the same amount of views per month by uploading one video less i don't disagree that's an interesting one video less a month or a week a week i i don't disagree with that at all i've had this conversation with so many creators that were that used to do like five videos a week and they've now scaled back to two to three and they actually pull more views per month than they did when they were high five i've noticed three seems like the sweet spot and i'll tell you there's a few other channels in the finance space that uh have uploaded three and gotten out of two and you see the views half what you just need to make better videos they make great videos but if you're but if you're filming less videos per week then those two videos you post per week have to be exponentially better because you're only posting two that's how you have to think about i don't know if those videos could be exponentially better because i feel like the three i do uh maybe with the exception of maybe like one every other week is like kind of just i'm trying to rush it out but most of them i put everything i have into those videos so i'd like in my mind i don't know how i could possibly make those videos any better yeah i'll be honest but if you had more time to think about those two videos because you didn't have to worry about a third do you change no because sometimes i have to get those videos out so fast like i'll tell jack the day before i'm like there's a topic that if this happens i gotta get this video out so i'll plan the whole video out ahead of time just in case that thing happens i have a whole outline that'll wake up early film edit get it out the same day yeah well i mean back to the vlog channel i don't know if you want the same audience on your regular channel as the vlog channel i just think you guys need to think a little bit more about like what does a 35 year old want to watch on a second channel i i think with the vlog channel it would make sense to post a little bit less because a lot of the times we don't go out of our way so much to create great content and because of that you just see a slow decline on views like although subscriber growth is like it's continuing to grow it i mean slower granted uh the views are are continually continuing to to decline because the content we're just not putting as much thought into it that's it's right like so what's your recommendation because my thought is we need a schedule and i like having that schedule where like every tuesday at 10 a.m we we post vlog no matter what we could just say when we get enough content we'll post a vlog are we talking about the new channel this is the family family yeah family yeah this is a fuffle yeah first of all we need a new name we need a name change you don't like the staff no dude honestly listen if you didn't like it i would be happy yeah i would seriously change it right now i would seriously be open to changing it definitely doesn't say hey graham stefan's in this channel right like i would never see that and be like oh that's you know i thought gramp stefan stefan yeah that's like that did you not get that that was a big mess i think we got to rename the channel but anyway okay you know what i'm i'm good with that i'm good i'm saying i'm stefan vlogs i gotta i gotta think about it i can't throw throw like something out here and then you guys rename it i'm like i absolutely hate that but let's be clear you do not like the name the stephanie i absolutely do not like it that works for us okay that's enough for me if you guys would have said hey there's this channel called the sta family what do you think that they make and i'd be like it's probably some family like the ace family that like makes like cringy like family videos that was the initial idea was to like kind of like joke on that those types of channels and that's why we called it this the family but i guess no i never i didn't even know that what i thought this whole time dude that was being serious in the first vlog we're like welcome back to this family because i thought cause i thought we were making that i was making fun that's because i always intro like welcome back to this to family like that's all it is but that's the joke but the name itself i was serious with the name all right we got we got some creative differences we got to settle thank you i'm glad okay you know i'm good we need to settle this if we get anything today let's change the image sure the vlog yeah but the more important thing is the content um what was the question you wanted to know if like he uploaded less you guys could do more to or you said that you guys are pulling less views now you're still uploading three videos a week uh yeah i think i know why the vlog channel is once a week yeah we did twice a week but with shorter videos and we noticed no difference in views uh no difference in ad revenue uh watch time went down significantly so when you guys make switches like this it takes time right like you can't like give it a week or two two weeks yeah to be like hey did this work or not that's true you have to commit to it you have to be like we're gonna do this and we're gonna commit to it for four months and at the end of four months like let's see what happens because what usually happens is like a content creator will make a pivot for a week and they'll be like oh my views dropped and then they'll go back to doing the same thing where i've seen a lot of our clients like do that and then i've convinced them to be like just give it like two to three months and they've seen the same decline and then all of a sudden the re it's shot up right and but they don't give it enough time to see if that change actually makes a difference interesting okay see my i guess the hard part for me is that uh like i i feel like i i can only allocate so much time to everything and like the main channel is my priority that that comes over everything like that's the bread and butter i'm not sacrificing anything on that so the main channel is it right after i'm done with the main channel my second priority the second channel so no matter what it's then it's the second channel after that then it's the podcast this get this out of the way this is fine uh i would say the lowest thing on the totem pole is probably the the vlog channel just because there's so many other things i can't dedicate to the time because otherwise it literally will take away from something else yeah well you upload a video so you upload three times a week at the same time same day main channel will you upload a video that like you're just like eh it's not very good yeah but we still got to upload yes but but i make everything good enough for at least i would be happy to post it yeah i i've never posted a video where like i hate this video it sucks i don't want to post it i'm just going to post it anyway every video is like it's not my favorite it's a boring topic to me but sometimes those are the ones that do the best side hustles side hustles and passive income those are the videos for me i hate them i hate making these videos but they do the best people love them it's the best like ratio they get the most views almost every passive income video gets over a million views but i hate making them but people love it yeah i can see how that would be really popular yeah on your channel oh yeah but it's the same stuff so but but sometimes like every video will reach a new audience so my current audience will be like that's a passive income whatever but every new video is just like oh here's this audience over here who needs a new video posting last week on passive income this is what we're going to recommend to that group of people so they all reach a completely new audience i think like you're in such a unique position because the youtube audience that like me that has been watching now for seven eight years is is older yeah and now a lot of my cousins that were nine years old that started with dude perfect are now 17 yeah and they're like on their way they're like they watch mr beast but when they become 25 they're gonna find your channel yeah and so as the youtube audience gets older and older and older your audience is just going to continue to go up so i think it's just like doubling down on making the best videos possible for the main channel um and the like family channel i'm not sure i need to watch the videos um it seems like a cool like side project i just think you guys need to figure out what the hell the content is yeah you know what i mean after after talking i would be okay first of all changing the name i'd be good with that and then maybe we just vlog stuff and when we post a vlog it's special and that's what it is yes i agree with that that's what alex and i have been talking really okay yeah and that's what we've been trying to mention i am such a like i'm such a stickler for a schedule i it because like the second channel every all the channel we have such a strict schedule we're like down to the minute every video for years so to do something where it's like you just posting on a whim it's weird for me i i despise more than anything posting bad content or content i myself would not like to watch and sometimes when we put out those to family videos it's like i'm just thinking to myself like see now you can still know you know this no it's not that no it's the you said this to family and now now i can't get this out of my scavenger maybe you should rename it to scuff family yeah the scuffed family that's well you know what honestly it takes a huge load off my mind mentally but not worrying about that vlog seriously i've because every time we're like you also need to put in more effort in it it's like the amount of effort it's like maybe i'm not just thrilled on it maybe i tried it it was fun when i when it was just like behind the scenes stuff where it was just like i felt it was natural i enjoyed it but when i'm putting effort into something it's taken away from other stuff maybe it's i guess we have a different idea it's like i enjoy filming stuff for this to family like if we go and we do something silly or stupid or fun but then we can film it organically yeah but with this the family it gives us a reason to go and do those things but if we don't have that we won't go out of our way to like do fun things what do you think be a beer a beer moderator no i think that i i love you guys having more channels i think i just need to understand like what the videos are like when you say experiences like are you guys going to certain places to experience or like because i the rubber ducky example is like we're just filling the pool with rubber ducks and then i it's like a prank video right right yeah so like what's going on our way to do like big bigger things uh that are fun and exciting for the reason of filming it you know like i've also had a few ideas alex's chair by the way is making the sound no that's not my chair i guarantee you it is i thought i thought a duck was flying overhead no i swear that's not the chair see this is i swear it's not i would hear it it's not the change i wanted another thing that i struggle and maybe this is just me like i feel like we also need like at least a little bit of a budget graham doesn't let me spend any money on the stuff i'm a yeah like i like like i tried to get him to play poker the other night and he was like i did well because i knew i was throwing my money away i knew that i gave it to jimmy he took all my money did he really yeah i did oh i went because he blocked yeah his strategy by the way before we go to this his strategy is bluffing 60 that was it you heard that right it did not move but you heard that i heard it i heard it yes it sounded like you came from that side are you stepping on ramsay like what is this oh could it be the table move the table that's it is the mic is the are the mics picking yeah it's the table but it was you anyway all right so you don't have a budget of the channel yeah so the whole rubber ducky idea came about because the whole video concept was i filled my boss's pool with rubber duckies and i didn't want to tell him what it was i was like graham can you trust me on this can you give me a few hundred bucks to like you know buy some no it was not a thousand and he you know he doesn't want to give me any sort of budget not even you know a few hundred bucks you know i'm not going to like spend the whole do you want me to give you the hundred bucks how much money do you need probably about seven hundred right i was like i was like i was like no it was like i estimated it to be like no more than 500 bucks is is the video going to do well we haven't tried now outside of horn no it was like surprising my boss like something like that so ideally it would be a surprise we have other surprises we want to do but it does require funding and we just know for a fact yeah we're going to need to put aside a budget for this channel if we're doing it yeah but dude but do you like the idea i mean it sounds fine you're building a new from my perspective you're building a new audience because i don't think your fans will watch this yeah right so yeah it's like let's just take the jimmy example right main channel starts a gaming channel we're like organic these fans are gonna watch them play minecraft roblox fortnite whatever does a react channel we're like we're confident his fans are gonna watch the reacts channel um so we're like re-monetizing his the same fans over multiple channels and yes there's new fans for certain channels but for the most part he was confident that hey all my fans are gonna watch my videos on these four to five channels right where it's like my my like uh concern is your main channel is all about like let's say say financial literacy and now you're doing like this like prank pseudo family the boys channel i don't think there's a crossover i agree with that but i don't think there is a way we can orient this to family into being like well you just gotta pivot the content it needs to be a different channel that has an overlap what would you recommend because i agree with you the second channel i was confident people would see me react to finance content the podcast 100 was confident people want to see an hour long video would watch it everything just the family's the only one where i felt they would a smaller portion would want to see the behind the scenes but yeah i mean you just have to figure out another content vertical that appeals to an older audience right like i think in my mind it's like cooking appeals to an older fan base travel things like that so i think it's just you have to think about what's and i don't know what your average fan is i'm guessing 30 right i would say probably 18 and the low end of 35 hundred okay yeah so what do 18 to 35 year olds watch i don't know not the ace family you know what it probably honestly is van life travel really livi i love it i love that idea i think it's living vicariously i think you know what it is it's doing all the things that you wish you could do and you can all in those videos you can also talk about the budget right of like how much money do we spend on this like how do we keep like these costs low so i think there's a little bit of overlap between the two channels on the budget of like traveling and having unique experiments or experiences on a low budget you know what would be a good one like uh staying in shelby church's new um uh airbnb yes the springs you could do like the five things you can do for less than a thousand the five experiments experiences you can have for less than five thousand dollars stuff like that yeah i like i like that i like that that's a good idea yeah right because you can do an experience where you're going to the world's largest uh i don't know string of cheese that's like 200 bucks to get in right so you could do like stupid experience like because you so it could be a humorous channel that's out of the box back into like spending money i like that a lot yeah 200 bucks is out of the budget though the ones that did take off in the beginning were like we're like more finance related like the forty thousand dollar aquarium yeah like that you know buying a new car like the finance that was on the family yeah oh i need to see the channel first so okay but let me look at it but i think that should be i honestly i like that and then we could spend money on experiences like uh like buying a 50 hamburger or something like that like trying do you like that idea or the world yeah the world's cheapest hamburgers or the world's yeah listen you could probably put 100 ideas down now that you kind of have a framework for the channel but just again you want it to appeal to the fan base that you already have right at least at the beginning because you guys are like we want to pull views we're only doing 50k views of video it's because nobody that you know watches your other videos cares yeah i like that honestly this is so insightful yeah and and for that would you recommend sticking to a schedule and doing that or would you recommend to be honest or uh just when we have time we'll post a good episode i would rather you guys start like that okay like when we post it's gonna be an amazing video okay not like hey let's force out two videos a week right jack okay let's just let just real quick just thank you thank you i gotta say this has given me this last like 50 minute more clarity on that channel because that channel has of my stress level i would say that channel is up there with the main channel believe it or not because i have to think about like fitting it in where can i fit it in what what do you do i don't spend any time anyway because i think of it because it takes up my mental capacity yeah also you guys are in vegas like yeah we're in las vegas right now you know how many videos you can film like experiment like experience videos for like certain amounts of money or expensive i know you're we're going to need to budget like what give us something helicopter helicopters flying around vegas last night that's a really unique experience experience for under i don't know it's not seven it's 500 if you want to i owe them a helicopter 500 yeah so it's like those things you guys need to take advantage of and then you get to be the boys can go on the helicopter you're filming the video people know how much money it is yeah you know that stuff i like it i gotta say i like it that uh wow okay so what what else is your advice for us or for me or for the channel general advice yeah just general life advice or like general life what do you think i'm 32 really yeah wow yeah you're you're older than i thought you were there we go that's yeah yeah you know what you could pass anywhere from 26. but that's what people always tell me yeah you look you look younger but you act older i'm a millennial yeah like i i'm like at heart i'm a gen z i'm a zoomer yeah yeah you could look like you could honestly pass for like you just turned 21. yeah but i think it's like it's yeah it's how i dress that's how i talk it's like what i work in like i i totally get it yeah that's good yeah that's complicated but general advice like i don't know i think hopefully like my conversation that we just had about this whole side channel helps um i think if i if i was you i would be doubling down on making the best videos possible for the main channel because you're i'm telling you in the next three years you're gonna find a lot of new fans okay people just aging up to your content and you have to be the guy you have to be the financial literacy guy whether it's crypto real estate investing whatever you have to be the guy in that space got it and so when people age up and they're like hey i'm 25 i now like didn't learn anything in college i don't know how to invest my money i don't know what to do in real estate they shouldn't even look they shouldn't even think of any other youtuber it should just be like graham stefan and if i'm getting to the point where i'm like not burnt out but getting overwhelmed with three a week or just like yeah then then it's just go to two a week yeah okay take it down j i mean yes would jimmy pull more views per month if he uploaded six videos as opposed to three yes but he's still averaging 60 million views per video right so the bar is still incredibly high so you're saying that i would still ad most likely still average the same amount of views but i would just be well and i also think per video yeah the question is like um at some point do the view does it matter if you're pulling 25 million views a month or 40 million views a month like in the grant in the in the whole like grand scheme of like money does it actually matter like is is your personal like happiness and mental health more important than an extra x amount of money yeah right because again i think i don't even think the 10 to 15 million views per month matters i think you're so uniquely positioned to win in the space on youtube that now it's just continuing to like make good videos and you not burning out got it i guess for me my biggest i know we're kind of going off a little bit my biggest fear is that uh i i need that sort of schedule and i know as soon as i scale back i can't ramp back up it seems like you have a lot going on you have now you have you know this family and you have all these like channels and side projects you still invest in real estate right you got to like have a prioritization list and then the big question is like when you make that list it's like is are these two things at the bottom important enough for me to put any time into or should we just kill them yeah right because like your mental health is the most important thing and especially that the main channel is the the priority is um then you know a lot of the work's just going to continuing the main channel at the highest level without you taking a hit on your mental health okay yeah i think this is a family unless i think we just post if we have a good concept a good video we should we should probably try to post twice a month on that sure yeah i agree with it just a good video for fun but uh all right alex you're good with that it frees up alex this time now uh yeah but i have you doing some other stuff it has to be like a great video yeah i agree go to pawn stars and talk to them about their business and like i don't know i i would just have to think a little bit but you guys are in vegas yeah anything's possible all right thank you so much for coming thank you thank you it's great meeting you yeah i feel like we had a good like business meet like i feel like i i feel a little hyped now it's like yeah me too yeah that's why i'm a professional hype man and yeah business management youtuber space thank you so much oh and then i also i got to give you some bankroll coffee before you have room in your bag i ordered some we did the podcast yeah and i ordered a bunch and it came into the dallas office but i'd already moved to austin i was like hoping that i would catch it on the day that it came in but now my employees just absolutely destroyed it okay i'll give you more i'd love to take some yeah so congrats on that as well youtubers creating products like it's just we're not even at first base yet so i love it and we're uh we're doing one with kevin he wants 1337 coffee so we're releasing that in support of him running as governor so it's like elite so uh that should be for sale very actually by the time this goes up it's going to be for sale and then all the profit that we make from that like basically all the proceeds go to support his cause nice okay yeah i'm into it so cool thanks guys appreciate it thank you so much thank you guys so much for watching uh so read we'll put all of your information down below in the description where you could also get your free stock that's now worth all the way up to a thousand dollars when you sign up for public all you got to use all you got to do is use the good gram that's it enjoy the free stock thank you so much appreciate it okay until next time welcome back to the iced coffee hour my name is reed and whatever you want to say