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Advance Placement: What Every Content Creator Needs to Know · Earn Your Leisure

• 0:00
  Speaker 1: An illegal alien from Guatemala charged with raping a child
• 0:03
  Speaker 1: in Massachusetts. An MS thirteen gang member from Al Salvador
• 0:07
  Speaker 1: accused of murdering a Texas man of Venezuelan charged with
• 0:11
  Speaker 1: filming and selling child pornography in Michigan. These are just
• 0:15
  Speaker 1: some of the heinous migrant criminals caught because of President
• 0:19
  Speaker 1: Donald J. Trump's leadership. I'm Christy nom the United States
• 0:23
  Speaker 1: Secretary of Homeland Security. Under President Trump, attempted illegal border
• 0:28
  Speaker 1: crossings are at the lowest levels ever recorded, and over
• 0:31
  Speaker 1: one hundred thousand illegal aliens have been arrested. If you
• 0:35
  Speaker 1: are here illegally, your next you will be fined nearly
• 0:39
  Speaker 1: one thousand dollars a day, imprisoned, and deported. You will
• 0:43
  Speaker 1: never return. But if you register using our CBP home
• 0:46
  Speaker 1: app and leave now, you could be allowed to return legally.
• 0:50
  Speaker 1: Do what's right. Leave now. Under President Trump, America's laws,
• 0:55
  Speaker 1: border and families will be protected.
• 0:57
  Speaker 2: Sponsored by the United States Department of Homeland Security.
• 1:00
  Speaker 3: Can we get into the gaming because we had the
• 1:01
  Speaker 3: conversation and I had never thought of this, and I'm
• 1:05
  Speaker 3: glad you brought it up. So when we talk about gaming,
• 1:07
  Speaker 3: obviously a big industry, you know, kids are gaming, but
• 1:10
  Speaker 3: they're youtubing what they're playing, right, So Twitch becomes a
• 1:13
  Speaker 3: major platform in that space. But when we were talking
• 1:16
  Speaker 3: about the games we grew up on, the Mortal Kombat,
• 1:18
  Speaker 3: some of the violent games, they're less likely to be
• 1:22
  Speaker 3: put up on YouTube now because of the gore and
• 1:24
  Speaker 3: the violence, and so that kind of shapes the way
• 1:26
  Speaker 3: that a video game company might actually decide to put
• 1:29
  Speaker 3: out or distribute a game that has such things. And
• 1:33
  Speaker 3: so I'm looking at the space now, and I know
• 1:34
  Speaker 3: some of those popular games that the Grand Theft, all
• 1:36
  Speaker 3: those the Call of Duties. Do you think because of
• 1:39
  Speaker 3: the violence that is attached to them, the strategy might
• 1:42
  Speaker 3: change for Twitch? Or how does that work? Because I mean,
• 1:45
  Speaker 3: obviously people watch it on YouTube. If YouTube is going
• 1:48
  Speaker 3: to start demonetizing for violence and monetizing for language, how
• 1:51
  Speaker 3: does that affect the industry?
• 1:53
  Speaker 4: I believe the video game companies now get affected the
• 1:55
  Speaker 4: most because they have to figure it out. So when
• 1:58
  Speaker 4: we said Mortal Kombat eleven came out a week later,
• 2:01
  Speaker 4: they had to drop the price point by twenty percent
• 2:03
  Speaker 4: because they didn't do the projected sales that they wanted.
• 2:05
  Speaker 4: Because how this conversation came up. Troy was like, yo,
• 2:08
  Speaker 4: I'm I'm raw, I'm nice at Pokemon, pinball, at Mario Kars, Okay.
• 2:13
  Speaker 2: Well, theset thing, It's all true.
• 2:15
  Speaker 4: Then we started getting into the games that we grew
• 2:17
  Speaker 4: up on. We brought up Call of Duty in competitive
• 2:19
  Speaker 4: sports and I said, do you know why most YouTubers
• 2:22
  Speaker 4: only stream Fortnite and Minecraft and Roadblocks and why they've
• 2:25
  Speaker 4: been at the top for the last five plus years.
• 2:28
  Speaker 4: It's because they don't show any gore or violence. If
• 2:31
  Speaker 4: you think about it, Fortnite is guns, but what happens
• 2:33
  Speaker 4: when you shoot a character digital stuff comes out them.
• 2:36
  Speaker 4: They just they like they teleport somewhere. They don't like
• 2:40
  Speaker 4: blow up or they blood splatters everywhere.
• 2:42
  Speaker 2: Like Call of Duty. No tea bagging, none of that.
• 2:47
  Speaker 4: So with Call of Duty, it's like on a competitive level,
• 2:50
  Speaker 4: and for Twitch it'll still do great. And I do
• 2:53
  Speaker 4: believe that they've solidified themselves as that game because they
• 2:56
  Speaker 4: have those tournaments in place to have people still want
• 2:59
  Speaker 4: to play those games. If Mortal Kombat or any video
• 3:02
  Speaker 4: games of that nature want to do that, I believe
• 3:04
  Speaker 4: they have to take some of that money that they're
• 3:06
  Speaker 4: making the revenue because it's a lot, and put it
• 3:09
  Speaker 4: towards a prize pool so that more community players can
• 3:12
  Speaker 4: get involved. But will it be the thing that people
• 3:15
  Speaker 4: talk about on YouTube?
• 3:16
  Speaker 3: No?
• 3:17
  Speaker 4: Granted, Auto I believe has such a cult following and
• 3:19
  Speaker 4: because they had like all these mods that people can
• 3:22
  Speaker 4: play on that it won't go anywhere. But if we
• 3:26
  Speaker 4: look at history and how it repeats itself, we can't
• 3:29
  Speaker 4: think that we are not going to get censored at
• 3:31
  Speaker 4: some point, even on Twitch. Like right now, you can
• 3:33
  Speaker 4: do it on Twitch, but is there a possibility for
• 3:36
  Speaker 4: one game or to take it too far that the
• 3:38
  Speaker 4: entire platform gets censored, just like what happened with YouTube
• 3:41
  Speaker 4: because of Logan.
• 3:42
  Speaker 5: Paul so Logan poll the reason why they start censoring YouTube.
• 3:46
  Speaker 4: Yes, interesting, they called it the ad apocalypse because advertisers
• 3:51
  Speaker 4: were like, wait a minute, we're advertising our stuff on
• 3:53
  Speaker 4: his platform. That's making our brand look bad. And now
• 3:58
  Speaker 4: because YouTube wanted to please those advertisers, they're like, Okay,
• 4:01
  Speaker 4: well let's do this quick fix. Let's just use an
• 4:04
  Speaker 4: AI and an algorithm to cipher through everybody's content and
• 4:08
  Speaker 4: you just wake up one day. Imagine like with loaded Up,
• 4:11
  Speaker 4: we woke up and four hundred and fifty videos were
• 4:14
  Speaker 4: all age restricted demonetized. Whenever we uploaded a video, people
• 4:18
  Speaker 4: were not getting their notifications. Subscribers weren't getting their notifications.
• 4:22
  Speaker 5: Got shut out. Yeah, because it was weird. Correct, Yes, Okay,
• 4:28
  Speaker 5: let's talk about you working with brands, right, because, like
• 4:32
  Speaker 5: I said, you worked through a variety of different brands
• 4:34
  Speaker 5: from Meta to Jordan to Amazon to Red Vocal COIs
• 4:38
  Speaker 5: Fortune five hundred companies, Fortune one hundred companies. How what
• 4:42
  Speaker 5: what how'd you do it? And what's the value? Add
• 4:45
  Speaker 5: that You're like, what's the what are you selling them?
• 4:47
  Speaker 5: What are you because you know, like I said, these
• 4:48
  Speaker 5: are some of the biggest companies in the world. So
• 4:50
  Speaker 5: how'd that go about?
• 4:51
  Speaker 4: So when I dropped out of college, my instructors told
• 4:54
  Speaker 4: me I wouldn't be anything without this piece of paper
• 4:55
  Speaker 4: in the industry. And this was at a time where
• 4:58
  Speaker 4: YouTube and vine like had just been created. So there
• 5:02
  Speaker 4: was this rise of DSLR creators and the Internet was
• 5:06
  Speaker 4: taking this huge shift in the digital landscape. And I
• 5:09
  Speaker 4: was like, eighty thousand dollars that I'm going to be
• 5:12
  Speaker 4: paying to go here, and I'm basically going to be
• 5:14
  Speaker 4: networking with these kids in my class to create a
• 5:16
  Speaker 4: production company. I could just use that money and go
• 5:18
  Speaker 4: buy some equipment and start this production company now and
• 5:22
  Speaker 4: see what happens. So at that moment, I was doing
• 5:25
  Speaker 4: music videos, weddings, engagements, all this stuff, and so I
• 5:27
  Speaker 4: came across one creator by the name of Ronnie Banks,
• 5:30
  Speaker 4: and I was helping manage his content strategy on YouTube.
• 5:34
  Speaker 4: He had just gone.
• 5:36
  Speaker 6: This episode is brought to you by P and C Bank.
• 5:39
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• 7:26
  Speaker 1: An illegal alien from Guatemala charged with raping a child
• 7:30
  Speaker 1: in Massachusetts. An MS thirteen gang member from El Salvador
• 7:34
  Speaker 1: accused of murdering a Texas man of Venezuelan charged with
• 7:38
  Speaker 1: filming and selling child pornography in Michigan. These are just
• 7:42
  Speaker 1: some of the heinous migrant criminals caught because of President
• 7:46
  Speaker 1: Donald J. Trump's leadership. I'm Christy Nohm, the United States
• 7:50
  Speaker 1: Secretary of Homeland Security. Under President Trump, attempted illegal border
• 7:55
  Speaker 1: crossings are at the lowest levels ever recorded, and over
• 7:58
  Speaker 1: one hundred thousand illegal aliens have been arrested. If you
• 8:02
  Speaker 1: were here illegally, your next you will be fine nearly
• 8:05
  Speaker 1: one thousand dollars a day. Imprisoned and deported, you will
• 8:10
  Speaker 1: never return. But if you register using our CBP home
• 8:13
  Speaker 1: app and leave now, you could be allowed to return legally.
• 8:17
  Speaker 1: Do what's right. Leave now. Under President Trump, America's laws,
• 8:22
  Speaker 1: border and families will be protected.
• 8:24
  Speaker 2: Sponsored by the United States Department of Homeland Security.
• 8:27
  Speaker 4: I head up to do a brand deal with Coca Cola.
• 8:29
  Speaker 4: This was like twenty thirteen, So a brand deal and
• 8:31
  Speaker 4: the word influencer. I feel like these references were just
• 8:34
  Speaker 4: being coined at this moment in time. So for me,
• 8:37
  Speaker 4: as a college dropout to be working with one of
• 8:39
  Speaker 4: the most biggest companies in the world on a project
• 8:43
  Speaker 4: that they're paying for on the Internet. That sounded impossible
• 8:46
  Speaker 4: in my head at first, and a switch flipped in
• 8:50
  Speaker 4: my head where I said, this is going to be
• 8:52
  Speaker 4: the future of how brands communicate their products with the world.
• 8:55
  Speaker 4: So that's what I focus on and I bet on.
• 8:58
  Speaker 4: So when we started our production company, we were seeking
• 9:01
  Speaker 4: out more opportunities. I would go out and my girlfriend's
• 9:04
  Speaker 4: a fashion creator, so we would go to urban outfitters Zara,
• 9:07
  Speaker 4: buy clothes, shoot them, and return them. And then what
• 9:10
  Speaker 4: we would do is we would create these lookbooks and
• 9:12
  Speaker 4: we would go to different places like Magic Trade show
• 9:16
  Speaker 4: or agenda, and we would hand these lookbooks out to
• 9:18
  Speaker 4: brands to try and get their attention cold DMS, cold emails.
• 9:22
  Speaker 4: I'm sending twenty five to fifty emails a day just
• 9:24
  Speaker 4: saying like Hey. As I kept building a catalog of
• 9:27
  Speaker 4: brands we were working with, I would say, Hey, these
• 9:29
  Speaker 4: are the brands that we work with. Here's what we
• 9:31
  Speaker 4: would love to create for you. And at the time,
• 9:33
  Speaker 4: brands didn't have established Instagram, YouTube channels, they weren't even
• 9:37
  Speaker 4: thinking about creating digital content, so it was very difficult
• 9:41
  Speaker 4: early on, and like within that ten year span, it
• 9:44
  Speaker 4: wasn't until the end where I got to work with
• 9:46
  Speaker 4: Jordan because of my girlfriend, so they reached out to her.
• 9:49
  Speaker 4: They wanted her to become an ambassador for Jordan and
• 9:52
  Speaker 4: we shot all of twenty twenty two. We did a
• 9:54
  Speaker 4: lot of TikTok content for them and Instagram content as well,
• 9:57
  Speaker 4: and then brands like Coca Cola, which is crazy that
• 10:01
  Speaker 4: in six months of me being a content creator, I
• 10:03
  Speaker 4: got to work with them as well on a campaign
• 10:05
  Speaker 4: and this was they were doing some augmented reality vending
• 10:08
  Speaker 4: machine thing. But a lot of me reaching out to
• 10:11
  Speaker 4: those brands came from cold dms and cold emails.
• 10:14
  Speaker 2: Do you think brands get it?
• 10:16
  Speaker 3: Because I will on the phone a lot with brands
• 10:18
  Speaker 3: and try to explain to them the space obviously in
• 10:21
  Speaker 3: the podcast in Space, which is relatively new, but even
• 10:23
  Speaker 3: from the YouTube standpoint of the importance of that, it's like,
• 10:28
  Speaker 3: I'm not sure they understand completely the value of the
• 10:30
  Speaker 3: yet do you do you see that as well?
• 10:33
  Speaker 4: Certain brands get it. If you look at the fitness space,
• 10:35
  Speaker 4: you look at who's disrupted it in the last five years,
• 10:38
  Speaker 4: Jim Shark, Fabletics. They're taking market share from other companies
• 10:42
  Speaker 4: who have been here for twenty plus years, and they're
• 10:45
  Speaker 4: doing it because they're activating influencers and content creators. If
• 10:49
  Speaker 4: you look at the fashion industry, you look at Forever,
• 10:51
  Speaker 4: twenty one, May Season, so many other brands. But now
• 10:54
  Speaker 4: you see brands like Pretty Little Thing, Fashion, Nova, Shean,
• 10:57
  Speaker 4: and they're focusing on digital creator and that's like their
• 11:01
  Speaker 4: main marketing driver because they know more people want to
• 11:04
  Speaker 4: shop online. So you are seeing this digital shift. But
• 11:07
  Speaker 4: there are a lot of old heads that work for
• 11:09
  Speaker 4: companies that just don't get it. But they have the
• 11:11
  Speaker 4: marketing budgets to be able to. But the thing that's
• 11:14
  Speaker 4: really messing it up that a lot of creators don't
• 11:16
  Speaker 4: talk about is you're not talking directly to the brand.
• 11:19
  Speaker 4: Most of the time. You're going through some middle agency,
• 11:22
  Speaker 4: and brands hire out different talent agencies and different brand
• 11:25
  Speaker 4: and at agencies, so they could be messing that relationship
• 11:29
  Speaker 4: up with you for that brand. So what I would
• 11:31
  Speaker 4: recommend creators to do is get on LinkedIn, pay that
• 11:34
  Speaker 4: seventy dollars a month, and what you do is start
• 11:38
  Speaker 4: connecting with all these different marketers who work at agencies,
• 11:41
  Speaker 4: Start planning that seat, start connecting with people who run
• 11:44
  Speaker 4: the social media or marketing at Coca Cola, at Meta,
• 11:49
  Speaker 4: or whatever it may be that you want to target.
• 11:51
  Speaker 4: Reach out to them and provide some type of value.
• 11:53
  Speaker 4: Don't go in there and just say, hey, my name
• 11:55
  Speaker 4: is such and such, I love your product and I
• 11:57
  Speaker 4: really want to work with you. That's not enough value
• 11:59
  Speaker 4: because everybody is saying that same exact phrase. Go in
• 12:03
  Speaker 4: there and try to make genuine relationships with people. We're
• 12:06
  Speaker 4: looking at the Meta versus this like big thing. We're
• 12:09
  Speaker 4: looking at Web three. That's gonna change everything We're used
• 12:12
  Speaker 4: to going to mixers and conferences and shaking hands and
• 12:15
  Speaker 4: talking to people LinkedIn? Is that that that Web three conference?
• 12:21
  Speaker 4: You just people have to make that adjustment. And also
• 12:24
  Speaker 4: you have to paint pictures for people, right. They have
• 12:26
  Speaker 4: to see the value proposition of what you want to
• 12:28
  Speaker 4: do for them, Like, hey, here's if you got created
• 12:30
  Speaker 4: for Meta or a series I did for them, I'd
• 12:32
  Speaker 4: love to do the same thing for you. Here's the
• 12:34
  Speaker 4: metrics to God. Now you're answering what is it? How
• 12:37
  Speaker 4: can it work? Are you sure? And can you make
• 12:39
  Speaker 4: it work? That's the whack math that I learned.
• 12:43
  Speaker 5: My graduates from my school being false bad drop bag,
• 12:48
  Speaker 5: drop Mike drop Bag drop Drop.
• 13:02
  Speaker 1: An illegal alien from Guatemala charged with raping a child
• 13:05
  Speaker 1: in Massachusetts. An MS thirteen gang member from Al Salvador
• 13:09
  Speaker 1: accused of murdering a Texas. Man of Venezuelan charged with
• 13:14
  Speaker 1: filming and selling child pornography in Michigan. These are just
• 13:18
  Speaker 1: some of the heinous migrant criminals caught because of President
• 13:21
  Speaker 1: Donald J. Trump's leadership. I'm Christy nom the United States
• 13:25
  Speaker 1: Secretary of Homeland Security. Under President Trump, attempted illegal border
• 13:30
  Speaker 1: crossings are at the lowest levels ever recorded, and over
• 13:33
  Speaker 1: one hundred thousand illegal aliens have been arrested. If you
• 13:37
  Speaker 1: are here illegally, your next you will be fined nearly
• 13:41
  Speaker 1: one thousand dollars a day, imprisoned, and deported. You will
• 13:45
  Speaker 1: never return. But if you register using our CBP home
• 13:48
  Speaker 1: app and leave now, you could be allowed to return legally.
• 13:52
  Speaker 1: Do what's right, leave now. Under President Trump, America's laws,
• 13:57
  Speaker 1: border and families will be protected.
• 14:00
  Speaker 2: Sponsored by the United States Department of Homeland Security,