Pokemon Cards Beat the S&P 500? | Asher Lara | Coffeez Ep. 308

0:00One, two, three.

0:13Hey, how are you doing? Good, welcome. Asher? Thank you, thank you. Asher, yeah, yeah. Let me get an ice peach green tea lemonade. Absolutely. Wait, Asher, are you? I heard that Victor Ortiz knocked you out and threw you in the hospital. I don't even want to talk about it. Is that what's going to be in your next year? I still feel it, that's why I need this tea. Oh my god, let me get this tea for you. While I'm doing that, I want you to pick your best favorite chocolate and have a bite, okay, for me. Tell me what you think. Thank you. You're welcome. All right, Asher, I can't wait to see you get knocked out in your next YouTube video.

0:49No, Joe. Come on, follow me, I'm gonna take you to Joe. Joe. The legendary Asher Lara in the building. Joe's a shallaboo. What's up, everybody? Welcome to another very special episode of Coffees. I'm your host, Joe Shelby, and today we're sitting down with one of the fastest rising young entrepreneurs of Gen Z, the one, the only, Asher Lahr. Damn. Damn, that was good. I'm honored, man. Very honored to be here. Thanks for coming. You're in the building. You got the whole crew here. Asher, I'd like to start the show off with the same question I ask every one of my guests, And I've never asked this to someone this young, but let's go with it.

1:28What's your morning routine? Honestly, I start the day. I check the phone like I'm Gen Z. You got to remember I check the phone I look at how many likes views I got on my most recent videos. I look at the YouTube AdSense like how much money I made yesterday, you know, I check out What's what's on the to-do list, you know, what videos I'm gonna film I text the team. What am I doing today? So I texted them today like dude, I can't be late for this coffees with Joe and how much money you make yesterday on YouTube? Like a thousand. That's it? Yeah. YouTube doesn't pay very well. No, they don't. Yeah.

2:01You made more money on Pokemon than YouTube yesterday. That's true. Yeah, probably. Probably. You're a young entrepreneur now. You're not just a social media influencer. So we've classified you outside of the realm of social media. You've got multiple ventures going on right now. You've used YouTube as a platform to basically catapult your business. How has social media really helped you elevate your business and how are you leveraging social media to build your company currently ever since when i was like 17 i wanted just to be on social media i just wanted to be out there because i knew like i just wanted to create videos and i saw one of my best friends doing it at the time in high school and i was like this is really cool he was getting a bunch of likes and views i was like dude i might be the coolest kid at school with like all these videos so i mean i knew social media was going to turn into like actual business of mine if i kept going hard at it and then after high school I just I I got into LMU I went online for a year and then I dropped out just pursuing full on social media full on yeah full on made parents really happy about dropping out oh no no my Asian parents were not happy especially my mom but she's she's handling it well right now yeah she's like oh he's got 10 million so I guess yeah it's a real thing now a lot of he's buying more houses than I ever could no no no I'm just going under your footsteps so Asher for the people that don't know us why don't you tell the audience how we met no through joey was joey yeah i met through oh yeah yeah we met through joey yeah that's right joey's my videographer he actually came and met with the producers uh the other day and uh yeah joey was telling me i i create for one of the biggest youtubers i i video i'm his videographer and i'm like really and then oh here's then i don't think i was even that big then no you weren't you had like four million subscribers oh but here's how we really met joey was like oh asher's mom is a loan officer i'm like oh let's get her a job so your mom got a job oh yeah yeah but um but yeah then she came down and then we met and then she was pumped that you know we were working together so she probably got off your butt for not going to school because she's like wow you are doing some big things yeah no i mean she still wants me to go to school but i think over till this very day no no i think That's never going to stop.

4:17No, it's never going to stop. For Asian parents, no. But every single year, she's brought it up a little less. So that's better. Every Lamborghini I get, she stops talking about it. No, no, no. Dude, I think I'm done with super cards. I think materialistic stuff, I think. It's not as fun. I think you get much more joy about buying a Chinese meal. Chinese meal? Yeah. Let's talk about it. What do you think? Do you think cards are a good investment? I sent a snapshot of the top 10 performing AAA asset classes to some friends. And number one performing asset class in the last three months was One Piece.

5:00Was One Piece? Really? It was Pokemon. Yeah, One Piece was 33%. Yeah. Two was Pokemon, 32%. And three was the S &P, which was 11%. Oh, I see. Like, One Piece outperformed every asset class. Dude, I know. Gold, Bitcoin, everything. Tesla, NVIDIA. Yeah. I got into One Piece when the market crashed in like February. The market crashed in February. And then it pumped really high in January. And then February and March is when it kind of crashed. So I got into it when I came back from London. I went to a show. I think I bought like maybe 10K worth of One Piece. And then it grew a little bit in April.

5:35And it got a little bit more. And then. And now it's just. Now it's 10 % a month. Just booming. I think it went up like 100%. I doubled my money in like most of my cards. Yeah, yeah. In the last three months, it went up. Yeah. Yeah. That means three months prior to that, another 30. So yeah, you've doubled your money since February. Yeah. It's crazy. Yeah. There's no asset class performing like that. Yeah, it's crazy. But it is a little scary though. It's like, when should I pull out? For me, with my kids, we're just hold investors and we're buying raw and grading. So, and we're fixing. Fixing cards?

6:08We actually do the restoration. Oh, really? So we clean them, buff them, get dents out. We do it all together. That's crazy. And it's a family project. Oh, wow. So it's a great way for me to bond. You see Theo's calling you saying, hey, Asher, what card should we buy next? Yeah. Because you're ears to the ground as to what investments are. I think one piece championship cards. Yeah. That's a good idea. You heard it first here, guys. That's the next big investment strategy. Yeah. You know, Asher, you're like the only person I've been out in public with. and every young girl on the planet is like screaming, oh my gosh, it's Asher, it's Asher, it's Asher.

6:48What's it like? You are the modern day movie star. No, I don't know. Back in the day, you know, it'd be like some movie star and that's how people would respond. But now the real stars are YouTubers and TikTokers. What's it like walking through a mall? What's it feel like? Is it annoying? Do you like it? Do you like the fandom? them oh no I truly enjoy it I think that was my dream like when I was 17 like starting I didn't even really care about the money I was like oh I just wanted to be famous like make a couple videos and people actually enjoy what I make so now like when people come up to me it's like oh wow like this is it came true like I get to meet people so I'm super nice to everyone I make conversation but um I don't like I don't think I'm like that famous but like so a couple people come up to me say hi what's up but um yeah i think it's pretty pretty insane that that's a dream come true for you just to be walking around like everyone's stopping yeah and i think no autographs yet everyone's just selfies yeah gen z doesn't do autographs no not really what am i gonna do with that i mean i have maybe like a one percent chance out of like a hundred people yeah but um yeah i think youtubers are kind of moving into um making their own televisions so lots of youtubers are doing their own episodes, movies.

8:03And I heard, what is that show? What is that movie? Obsession? I think that was produced by some YouTubers. Obsession? I don't know. It's a scary movie that's out right now. Yeah, I think that's, yeah. And also Backroom, that scary movie. Really? So YouTubers are getting into full-on television? Full-on television and producing. And yeah, it's kind of crazy right now. All right. Is that something that you have on your roadmap right now? No, not really. not making any movies or episodes. I think I want to do, I want to focus a little bit more on my agency. And so I want to focus on kind of growing my, like my friends and my clients, like personal brands through like social media.

8:46That's what's like, like really cool to me. Yeah, you started with me. I think I was your first client. Yeah, yeah. And now you've got several clients. Yeah, yeah. And you're creating, but are you working, what kind of businesses are you working? working with? I've done like Boba shops. I've done like bands, like singers. I've done, who else? I've done actually this, my most recent client, she's called Leah Goldstein. You can search her up. But when we first started working with her in like April, she had like 20 ,000 subscribers. And like right now she has like 110 in like two months. Nice. So it's pretty insane.

9:22What's been the growth strategy for her? Dude, I literally told her, I'm like, you got to do call to action an interview style so this stuff that kind of you did like the um like if you follow me and i'll double your budget and stuff like that so she's like a 14 year old girl and then so she goes up to like random like people like like taking them shopping it's like really intriguing to watch 14 year old girl yeah yeah 120 000 subscribers yeah yeah it's pretty insane that's amazing yeah that seems like a cool strategy how are you how are how are people finding you for this stuff um honestly market no no not really so i mean i like to word of mouth like yeah just referrals i mean i usually like to keep it pretty separate because um i think my social media should just be about like me and like my lifestyle because that's what kind of keeps the brand deals going but i think uh iconify should be a thing like by itself so when you posted your first one what did you think you were going to get for and was that successful enough for you no my well my first video i feel like everyone's first video is always like it's like a it's like the first step into something so i feel like i knew it was gonna flop i knew it was gonna do bad but it was okay because i just wanted to post content and so for actually a whole year i've gone literally i was in like the 500 view jail like i would only get 200 to 500 views i'm not even kidding for a year for a whole year on one of my accounts what kept you going i mean that's like that's yeah i know i just sucks I honestly don't even know what kept me going.

10:49I think I just had nothing else in my life. And then I was like, this is literally what I just want to do. And I posted it for a year straight. And then I was like, dude, this content is not working. Like it was, it was like. What kind of content were you posting? I don't even remember. I think it was just like. I think it was just like. No, it was just like TikTok trends like here and there. I was just copying other creators. And then I started doing street interviews. And then when I like take people shopping and did stuff like that. And I was like, oh, dude, this is working. So, and then I doubled down on that.

11:16And then I eventually took off. But I feel like trial and error is kind of what kept me going. Trial and error. Yeah. So the first video, it always flops. Second video, third video. It seemed like the third hundredth video. Exactly. Yeah. Yeah. You were 300 videos deep and it still didn't work. Exactly. I mean, same for you, right? Yeah. You had a bunch of videos with Joseph Shalabi in the account and then you learned what worked and then you doubled down on it. Everybody wants attention. Very few people actually know how to earn it. Somewhere along the way, you figured out what millions of creators never do.

11:52Tell us about your first video that really exploded. Why do you think that the very first video that exploded actually connected to people? I would say that there's a lot of videos that are kind of just because they're like trending. and I could think of on top of my head like a single video that I could actually break down and kind of describe why I blew up and I think it's still one of my interview shopping videos but I think the beginning the hook was very good when I went up to people and then I asked them a question it was like it was either like um excuse me or like sorry to bother or like hi I think you're pretty or something like that I think that's what people are like oh my god like people Like people are talking to random people in public.

12:36And then in the middle of the video, I was like, oh, you're following me and then I'll double your budget. And then when people follow you, the algorithm actually sees it and then pushes out your video more. So that's why I think the number one thing is like watch time and then following and then shares and then stuff like that. But I think that video blew up just because like there's so much like call to action in the video and then the hook was very good. People wanted to see the ending. But always something like that. So I don't think there's like a direct formula you can use for every single video because every niche is different But I think if you can have a strong hook that you've seen work in your niche, you can kind of replicate it.

13:15Yeah, how do you come up with your hooks? I don't even know when I'm like in my filming mode I just like I just know what to say It's just it's just your gift Yeah, I think I just learned on the way you're always learning with social media I think we're still just still, you know, we're reinventing ourselves now again, now with this whole new brand development that we're doing for my personal brand. And it's been a, you know, it's been a big learning curve for us as well. How do you continue to reinvent yourself? Honestly, I think the people around me and I think I try to keep up with like the new like creators, new trends that are like coming up.

13:55And I like I feel like collabs are always a very good way. because people want to see new faces on your page, new stuff. And I think you can't ever be, like, the same as everyone else, right? You can't be unique. You can't stand out. So I think you've got to, like, switch up your content. So you've got to keep up with the trends. Like, for all the Gen Z people out there, you know, like the 6-7, so you've got to incorporate the 6-7 in the videos. So it's, like, stuff like that, you just got to go, like, watch, kind of doom scroll a little bit. now did you ever think that you would have actually built a real business around social media and it would become what it is today um i think honestly no i really didn't think so i i think i really underestimated myself honestly when i first started i just wanted to post and i was just like just give me like a hundred thousand views and i'll be good and eventually i did and they kept doing it and then I did not know I was gonna make make money from it I did not know like I was gonna be able to like actually support my like lifestyle from it um yeah I had no idea what's your highest income generating source right now is it cards I mean you got you got an expensive fancy houses yeah lots of supercars like what is it that that's really fueling the engine right now um i would say youtube is it tiktok is it instagram is it snapchat is it yeah so i would say um you can't always have one so i mean like i would say in 2024 it was youtube so i think youtube was i was doing like 50k a month just off the youtube videos and along with brand deals along with um uh i started like an agency called iconify which helps other businesses grow their social media through organic or paid content.

15:44So, um, I did that. And then, well, right now I would say the biggest thing is brand deals and also my agency. What's the biggest brand deal you've ever gotten? Um, dude, I don't know if I can save, I'll say their names. Okay. I don't know how, I don't know if I can say how much, but I'll say their names. Uh, I've worked with, um, YouTube Coachella. I worked with Invisalign, Vans Journeys. I worked with PacSun. And I think the most recent one was like Google Gemini. Like their AI app they just came out with. Nice. I always see you doing some brand deals mixed into your content. I'm like, he actually mixed that in pretty well.

16:18Thank you. Thank you. Yeah. That did actually look pretty cool. Thank you. Yeah. It doesn't get as much engagement as your normal content, but it still gets a ton of engagement. Mm-hmm. 100%. What's the strategy when you're doing a brand deal and you're trying to stay on brand with your actual personal brand and the engagement strategy? because you still want to pull in all the views, but still want to keep it relevant to your personal brand. So you're saying like what keeps... Yeah, like how do you keep brand deals on brand with your personal brand? Yeah. So I mean, usually when a brand comes to me, they know themselves that, oh, I can fit in this creator's niche.

16:55I can fit in this creator's organic content. So for example, they would ask me to do... I'm a lifestyle content creator. So for example, Invisalign asked me to do five videos for a few months, right? so I knew like what type of story like like I can either do like a story time like how I was in high school and I used to got get how I used to get bullied for my teeth and I kind of like revamped into like oh now I have a visaline and now I like talk to all these girls or something like that right so that um I kind of incorporate that into like my lifestyle that's yeah clever yeah so who writes it you do uh well me and like my youtube strategist and like kind of my employees around me yeah that's that's amazing now i got a funny question for you would you rather have a million dollars or a million subscribers i think it really depends on where the subscribers are coming from and like what type of audience it is i yeah i think if you have young old sorry young um young entrepreneur like followers that want to like kind of like are intrigued in everything you're doing and want to like and want to like um either learn from you kind of copy your lifestyle or like just buy whatever you're promoting i think that's more important than a million dollars absolutely yeah it's going to be you know with the trajectory you're going on it should be a a big thing yeah yeah now take me back before millions of followers before having all these businesses before the supercars before all the millions of dollars that you made what was young asher like growing up in in la and i don't think you grew up in the hood i think it was alhambra or something alhambra yeah yeah um what was life like to be honest i grew up in shanghai china for like nine years of my life so i was born in los angeles in alhambra um and then i at three years old, I moved to Shanghai, China.

18:50I went to like a private international school. So everyone there spoke Chinese and English. And so that's why I'm like fluent in Chinese, but I'm also good at English. Um, and then I moved back here. Um, oh yeah. But when I went to that school, like everyone was like insanely rich. I was like the poorest student there. Cause it was like a Chinese international private school. Yeah. So in eighth grade, I moved back here and then, um, I, I started social media when I was, I think, sophomore in high school. So that's when I was like 16, 16. 16. And when was the breakthrough? First video that broke through.

19:29Do you remember it? I think honestly, it was just like a silly video. So I made like the same content for a year straight. And I think I was just like, you know, I'm just going to change it. I'm going to do something like stupid. I'm going to do something random. And then I did like a video of me in class, like wearing like a mask. and then um i think people were like they just i just blew up because like my outfit was cool and some i think it was like 50 000 views so not crazy but it was like better than 500 views that's your first breakthrough video yeah yeah how did growing up in two completely different cultures shape who you are today um i think it shaped me a lot like i was in like i don't remember much of my childhood in Los Angeles because I was only three.

20:16But then I remember a lot when I was in Shanghai, China. I would go take the subway, eat Chinese food all the time. Honestly, I think it was more like my lifestyle in school. I was going to my friend's house and they had crazy, crazy houses. Also, it's not the houses. They owned the entire apartment community. It was crazy. It's like stupid money. Yeah, like we were driving around golf carts and stuff like that to get around. And then when I went home, it was like to my apartment. So it was like kind of crazy. But my mom did a lot for me to go to that school. I met a lot of great people, yeah.

20:56Now, all the social media started, I guess, with something that you did with your best friend. Right? Was it a video that you did with your best friend? Was it a challenge that you did with your best friend? Take us back. How did this all start? I mean I think it was me like me and my best friend more like in a competition like friendly competition so He was growing really fast. I was kind of looking up to that and I was like, dude What is this guy doing that I'm doing wrong? so He was kind of doing like interview style content, but I was like I don't really want to copy that I kind of want to make my own like twist to it So I started is that Justin knows Ryan Tang.

21:33That's his name. But bigger than you now or no No, no, no. I mean, he's doing good, but I would say I love him more than him. Yeah. But, um, yeah, so I started doing interviews and I started like taking people shopping. And then I think that's what people like really enjoyed. Cause it's like interacting with like the real world. It's like, people are like watching my videos. Like, Oh, I want, I want to meet this guy in person. I want him to take me shopping. Yeah. I think that's why people like kind of go up to you as well. It's like, Oh, I want to, I want to get the X-Fox that you're giving out.

22:03Dude, that was, we totally pivoted from that strategy, but that got annoying. I'm like, I'm glad I stopped that because. But that got you to a lot of followers. Yeah. And then you pivoted out of that and then started something else. Yeah. But, you know, nothing will grow like that. You know, when you do content where you're interactive, man on the street content and, you know, being charitable, people love that the most. Oh, 100%. Yeah. Now my brand more focuses on just me as an entrepreneur, CEO, podcaster. it's not nearly as sexy no it still is but it's still it's just a more elevated more elevated audience that's engaging with it now yeah I think that's I think that's honestly what's better I think some creators kind of tend to always chase virality and like always chase like what's what's making them the views like right now and not like longevity so I think trying to change up your content kind of trying to get out of your niche a little bit and trying to chase what's like the bigger goal.

23:03I think that's, what's more important. That's why you're here right now. Yeah, exactly. I know, I know you're not doing podcasts at, at a, especially entrepreneurial podcast yet. And I know you want to start that journey now. Yeah, exactly. I'm happy that you're taking that first step with us. I always see the clips of, of, I always see the clips of, I always see the clips of coffee. I'm going to say it one time. I always see the clips of coffees on your Joseph Shalipi page. And I think I told you like five times, I was like, I want to be on, I want to be on it. Yeah. So cool, yeah. Now we're going to be collaborating on it.

23:31Now this is about to blow up, baby. 100%. About to blow up. And we're taking this show to another level. But now kind of elevating your brand, elevating our brand together. We're doing this together. We're winning together. Yes, sir. A couple years later. Yeah. Let's go. Now, you know, at what point did you realize, and this might have been recent for you, at what point did you realize that you're just not creating content anymore? you actually have a tangible money making business um it's like when did i realize that yeah when did you realize because you just started this content game yeah like three and a half years ago and you went and you exploded on youtube and then you just started taking on clients and you know with me but with me i think i was your first big one but you started making like just ridiculous biggest sums of money in the last couple years?

24:25Yeah. Um, I think, I mean, my first biggest brand deal, I think was$9 ,000. And I think that was with, um, Fashion Nova. So when I told my mom that like, she was really hyped, but she was like, still go back to school. That's like nothing. But, um, I think as just these brand deals started coming in, I was like, dude, they really want to work with me. Like, why does Vans journeys want to pay me 12 K for three videos? And then I was like, bro, this is huge. Like I'm going to keep doing this. But I think that's when I realized, like, I think like just having like an audience and be able to kind of make like storylines, kind of make like lifestyle content, kind of make content that people can relate.

25:06And also like eventually buy your product just because you're promoting it. I think that was like, oh wow, this is really going to work. And that happened when the last two years? Uh, I think ever like, yeah, ever since I blew up, I started realizing that, But I think that's why I tell people it's so important to start like a personal brand. And I think that's exactly what you've done, which is huge. That's what I've done. You know, now personal brand is imperative with the world of AI. I was talking about personal brand before AI took off. Now personal brand is all that's relative. If you don't have a personal brand in any industry, you're just not going to survive because of the world of AI.

25:41People don't care about the customer, the company anymore. People care about the person that they're working with because of AI. Everything is like centralized around the actual individual and not the not the company itself. Yeah. But that wasn't a thing, you know, back then. Pre-AI, pre-AI, you know, personal brand was just, you know, you sell your product or whatever. Now personal brand is like it's your entire business. Do you think personal brand is better than a resume? Absolutely. Personal brand is your resume. Yeah. It is your resume because now ChatGPT, it's literally indexing every single word that we are saying on this podcast right now.

26:18So this is like your first thought. This is your first thought leadership podcast where all of your thoughts now are outside of the interviews and the relatable content. Now people get to hear Asher's intellect. And they can talk to ChatGPT about what Asher said on coffees. What's his opinion about this? And he can formulate true opinions about you based on the narrative that you're explaining on this podcast. so personal brand now is your resume personal brand now is your identity and uh it's basically any opinion that's formed around you because that's because every word that you say is indexed on ai yeah that's really cool yeah i really changed the game it changed the game so had i known what i had known back then about personal brand i wouldn't have done a lot of the city silly videos that i did like like feeding people with tarantulas oh my yeah i remember that That was crazy.

27:13What do you think the biggest mistake is that creators make when they're chasing viral success? I think just caring about a video going viral is not really going to get you anywhere. Like if you keep chasing like virality, then you're not really building anything long term. So I think you want to build something that's more like this is what I'm promoting. Like this is why I'm kind of posting on my platform. this is why I want to like keep posting so I think if you if you just keep chasing like oh this viral video I'm gonna do this video do this video and it all does good but like my audience is like just just likes me because of the video it's just not really building any core audience so that's it like that's pretty much what every creator chases initially is virality yeah what is it that you think that you did different outside of chasing virality I think honestly every niche is different so I have more of a younger audience so I actually I've got a I've um I've got like I've gotten a girlfriend to be in my video and that was like it's like it builds more of like a life like a more of like a real life um like audience so it's like oh my god like what did you and your girlfriend do like who's this girl like stuff like that she was also a mega youtuber right like another influencer yeah you said you broke up with her live live no no he didn't break up with her she broke up with him there's some gossip you want to walk walk the audience through what happened uh no actually every time i broke up with her you broke up with her yeah every single time i don't know if i should say this on camera but i don't think she wants me to say this but every single time i broke up with her but it's just um just personal reasons but um um yeah i think something that kind of like made me different and, like, made something to have a core audience was, like, something that happens in my life.

29:06So, like, I got a girlfriend, and then, like, people want to see what's, like, the next girl I'm with, like, stuff like that, yeah. It's funny. Like, every 11 - to 15-year-old girl is going to watch this YouTube video and go, huh, what's happened with Asher and his girlfriend? Oh, he broke up with her? That's not what she said on her YouTube. There's going to be videos made about this. Yeah, clips of clips of this video.

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30:55Now, you managed to do this before the age of 20, which is something different. Now, walk us through making your first million dollars. How did that feel? How did it feel to make your first million? And then how did it feel when you realized, dude, I'm a multimillionaire now. I could have all this other extravagant stuff that I'm going to blow my money on, which we'll talk about you blowing your money in a second. Honestly, it's like I only know probably a handful of people. around my age that are actually like making this much money. But I feel like I don't know any 19 year olds making millions of dollars.

31:33Yeah. Well, it's like around my circle. Like I, there's only a few, right. But, um, I guess like, cause they're all other YouTubers. Yeah. Yeah. But even like that, even like compared to the like widespread of like other YouTubers, I feel like it's still pretty rare. Like there's many, many content creators. They have like millions of followers, but they don't make that much. Um, Um, and I think I'm very lucky to be able to like make good money. So I don't know. It feels very crazy. I think I used to spend my money on a lot of like stupid stuff, but I think I'm just like starting to like slow down on that.