Kevin Hart live on TBPN

0:00What's going on, Ross? How are you? Welcome to the show. Thank you for taking the time. Big day. Thanks for having us. Big day. Would love to get, I think everyone knows Kevin Hart, but. Well, I think everyone knows James. I was going to ask the opposite. I was going to say. It's not about me, man. I'm going to take a second and I'm going to highlight my guy. Okay. Yes. You know, some may be familiar with the idea of Kevin Hart. But in this space, man, it's more about my business. And, you know, business is great. We have great partners. So take a second to highlight my guy, man, James. James has done a phenomenal job in self, with self, with his company, with his own entity.

0:45And the idea of finding cool ways to create and develop partnerships with faces that are and can be more than just an ambassador, but more of a brand. He's done a great job, man. He's done a really good job of vetting out the space. And I'm lucky to have found someone with the mindset, the understanding to help me do the things that I want. So execution only happens when you have people that can do so. James is that. He's an executor. So give it to him. How did you two meet? What were the first meetings like? Where did the meetings take place? Like where did all this come from? We met a vet five years ago in the depths of COVID.

1:26through mutual friends. We're in the space of building brands in joint venture with well-known individuals in entertainment, brands that they want to own, not just endorse. And we wanted to go into the tequila space for a long time. We liked the category. We thought it was very compelling. But the celebrity tequila space is completely oversaturated. At the time, it was very noisy. We needed something really compelling to break through and to make it right for us. And when myself and Kev started talking during COVID, it became very clear very quickly that we matched each other's energy. Absolutely.

2:03In terms of understanding the responsibilities of being not just a face for the brand, but being a business partner. And the responsibilities of owning a brand and building one of these businesses for the long term. But I think you understood early on what my wants and not wants were. Like, you know, the biggest, I'll say the most important rule that I have, I'm never slapping my name on anything, right? If I can't embrace it or I can't do it on a daily and really have an authentic response to it and engage with it as if I engage with everything in my life, then I don't want to do it. So all of my partnerships across the board, whether it's ownership plays, equity plays or ambassador like roles, I truly am invested and invested into the thing.

2:53So with the wine and spirit space, having my own tequila, it was necessary because I said, look, I only drink tequila. I'm drinking everyone else's product. So developing my own version of a product that I can then drink at the same level that I drink my own when I am in a space of comfort or celebration could be dope. But let's put a story behind it. Like, let's make it different and let's exist in some rare air. What can be defining or redefining in this space that basically represents me in the best way? And he was very diligent in answering those questions and helping me navigate on that road.

3:31right so the idea of hard work and hard work tasting different and the idea of a celebration being being attached to Grand Coramino because we believe that life should not only be celebrated but what you do in a daily should be celebrated so hard work and whatever whatever way however it fits to you how do you choose to celebrate it my job was to give you a choice you mentioned that the space was crowded how do you think about finding differentiation on the product side, the distribution side? What really stuck out is like, okay, it is a complicated space, but there's a big opportunity here. I would say, man, you know, you have to have access.

4:11So Juan Domingo Beckman Jr., of course, the family, what they've done in this space, you know, you're talking about generation on generation of success and growth in the business, right? Like from a distribution outlet opportunity, there isn't a bigger option. So I think for us, it was getting Juan to understand the real want, getting him to understand the passion behind my want, and that this is not a celebrity play. This is not a check grab and run. This is a want to build something that can literally be attached to my family name and give me an opportunity to to build generational success uh wealth uh visibility whatever you want to call it but i want i want that how do i get that you have to go to the people that have it so um i think that was our biggest our biggest one and and as you talk about separating yourself well when you have that machine and that machine understand your real energy and those two things connect well you're already so much different from anything else in the space right like the space is crowded because people believe that oh let's get a famous person and put the famous person name on a bottle and just put the bottle on the shelf and it's yourself that's not true at all like why did you make it what's the story behind it what do you care about uh do you really drink this and if so why and how did you develop the liquid what is your plan for a year two three four five like you people really love a story and if you have an authentic one um i find that people respond to it so the the years of operation and configuration as to what we want to do were the best parts of the business because after the liquid came out well it wasn't a shock to us of why we were happy and why we loved it we did the work.

6:03We didn't work. Yeah, question from the chat. Walk us through the actual product development process. I'm assuming trips to Mexico, a lot of tastings, iteration, but what did that look like? So there's a lot more that goes into this business than meets the eye for the consumers, right? So to your point earlier, the liquor business, the alcohol business, it's a very complex industry to navigate based on the three-tier system dating back to the years of prohibition. So there's certain criteria and ways you've got to navigate and ultimately to build success. Our perspective on it within consumer products and goods, and particularly within alcohol, where we saw the biggest opportunity over the last five years, is large corporations typically do not disrupt.

6:47They innovate. They innovate well with liquids. They innovate well with package. But generally, they're not disruptors. And that's not saying the alcohol industry alone. It's every large industry. So it takes independent entrepreneurial companies to be real disruptors. Like you guys were speaking to the guy from Grunz the other day. You guys were speaking to John from Happy Dad. These are independent companies that are booking the trend. And our model has been let's be that independent spirited business. Let's make those bold, calculated decisions in real time and be really fast and agile in terms of how we operate in the market day to day.

7:23but let's partner with the best large corporate in the business being proximal and one domingo backman from the backlight corporation and let's bring some real scale to the table so that that that that muscularity of the proximal proximal machine and the agility of us in the market every day leading on what consumers see that's been um it's been a very successful partnership for us and it's helped us block that trend and i also i also think just to add to that right like you know you're not dealing with rocket sciences right literally like people that are successful and people that have won they've done it for a reason so you're not trying to recreate the wheel or redesign the wheel you're trying to better service the wheel so sometimes the wheel it falls into a space where everybody jumps on and the expectations are of norm and they don't understand that you got to energize the wheel you've got to you got to go in with some new energy and what you'll find those people will respond to that.

8:21I think our energy... Yeah! I don't know what that was, but yeah! Okay? I don't know what that was, but yeah! Okay? Yeah! Is this guy real? Is this guy real? I don't know what that was. What's talking about? Yeah, you need... you guys... We'll get you guys set up with a soundboard for some of your other meetings for when you're on Zoom. That just did something to me. I took an espresso in real time. For sure. Okay. So, yeah. Teresa on strategy, you have a massive platform, but you have to get the product to a place where people can buy it when you're promoting it. What was the thought between distribution, getting it in stores, and then starting to push the promotion funnel versus just telling everyone about it?

9:14And they're like, yeah, I'm excited, but where do I get it? Oh, it's only available in a few stores. Well, A, it's patience. And B, it's actually realizing the real work that goes with that. Like, yes, I have a large platform and a huge social media following, but that doesn't mean that as soon as I post something and say, do it, that people respond. You have to be on the ground. You have to do the real work. So within distribution, you got to go and you got to go talk and meet and shake the hands and build the relationships, right? The work that you're looking for is a response of what people feel the reason for your implementation in this space.

9:55When the partners meet you and they say, oh, he's not here for fiction. He's here for real. This is not fake. Yeah, we will support and we will go back and we will suggest this to the new customer when they walk in. Try Kevin Hart's Tequila. It's really good because Kevin came in here and Kevin sat in front of us. And Kevin made us understand not only why we should taste it, but why we should back and support it. It's no different from a new artist. If a new artist is really hungry, you're showing up at every radio station, at every DJ outlet, and you got your CD or you got a hard drive because I want you to hear my sound.

10:34Listen to it. And you're going to get way more no's than you are going to get yes's. But the breakthrough yes when it goes on the radio waves makes the work so much worth it. In this space, the work of getting every restaurant, every brand, every chain, every wine and spirits, liquor store, independent chain, et cetera. Like, yeah, I read. So I expect to see the results of my work. I expect to see people responding because I know what I did to get it into a space of conversation. And I think for me, that energy is an energy that I'm not going to let go of. and my partners have responded to it tremendously.

11:17That's why we sit where we sit today. Where is the business today? How big is it? What are sales? What can you tell us about the shape of the business? The business today, Grand Cormino is another fastest growing celebrity tequila brand in the world. There we go. We grew last year by 100 % year on year. We've done$200 million in retail sales. $200 million. Hit that gong, John.

11:45Congratulations. Turn it to a DJ cat in video. This is better than anything I've ever done. Yeah.

11:57Zooming out, should every celebrity launch a product? Should every influencer have a product? Absolutely not. What advice are you giving to other celebrities? Absolutely not. I would say that from a celebrity perspective, most celebrities should not create businesses that they want to own. The endorsement model is a good model for most celebrities, but for entertainers who truly have the understanding, the know-how, and the commitment to put in the work and prioritize said project over everything else outside of their day job, that's when it's compelling. And that was what was compelling in this partnership.

12:33Well, I don't even like the word celebrity when it's used and attached to me. Because it's... It's not what we do. It's underwhelming, yes. It's underwhelming to what I really am. And I get it. I get what that is. I get the star, celebrity, et cetera. It's not what we partner with each other. But as an entrepreneur, as a real business mind, as a real worker that's not afraid to do, build, et cetera, you're so much more. right like the the the idea of a mogul or concept of that um is is just a person that wants so much and is willing to do so much and in doing so much it means i'm not afraid to partner or align with people who have done so in this space slapping somebody's name on something and just thinking that it's it doesn't work it doesn't work you're you're you're in rare air of opportunity and the celebrities that have had amazing success in the space of business brand portfolio they do the work right like I just throwing out names you look at a Kim Kardashian I don't think Kim gets the true credit that she deserves at all times of actually doing the work people understand Kim shows up yeah she doesn't just have the idea she shows up like the people know they're gonna see her on a daily.

13:58The office is full of employees know that Kim walks through the halls. They know that her office is there and she's in meetings. She's on call. She does the work. So I myself am a do the work individual. And I think when you are and you are committed, there is no worth of loss. You're always going to win because you're doing what everyone else refused to do. They don't have the patience. They don't have the strength and mental ability to stay true to something, do the ups and downs, and see it all the way through. It's not easy. It's a very, very hard space to operate in. And yes, we're in amazing air right now, and I love it.

14:41Will it stay this way? Who knows? But no matter what, if you're committed to it, whether it's up, down, whatever, you're true to the process, and you know that ultimately sun is always going to be at the end of the tunnel. That's where we are. That was the most compelling part of this partnership, having a partner who understands who's willing to be on the phone every day, the good days and the bad, but ultimately understanding the business behind the brand. Yeah. So, Kevin, how are you thinking about maybe not work-life balance, but work-work balance? You have multiple roles, multiple projects.

15:13If you're going into a movie, are you telling everyone, okay, I need space, I need focus for a couple weeks? Or are you trying to have, okay, I'll do something in the morning and then something in the evening? What is your workflow like on a day-to-day basis? It's going to be porn shots for the whole cast and the director. This is an example of why things need to fit your lifestyle. If things fit your lifestyle and fit your day-to-day, you'll find that you're never forcing and truly fighting for time. Everything can be done correctly. I am a product of structure and operation. I have an amazing team around me.

15:55And within that, if I'm doing a movie, I'm doing a movie. But while doing a movie, well, how do I make my partners a part of said movie? Is there spaces for me to amplify partnerships or relationships? If I'm on tour, can I position or present certain relationships or partnerships that I have to be visible while I'm doing the things that I'm doing? Hey, man, I'm golfing. What partners can I align or place in within what I'm doing on a regular? Hey, I got vacation time coming up, but when I do go on this vacation time, man, it's relaxing, but I have certain relationships and partnerships that service the idea of relaxation and what it looks like and what it should feel like.

16:38As a partner, you're always thinking of how to service those that are aligned with you. And when you have a mind like that and you operate like that, it becomes a systematic thing. It's never a fight. So, yes, I am 365. I am, you know, a sun up to sun down person with work. But because of my system, nobody gets left out. Wife, kids, partners, business, comedy, film, you know, company. Let's just say within company, employee, relationship. Like all of these things are embedded into an idea of my day to day and what I have to do. So it's never left behind. It's never skipped or overlooked. It's implemented and rightfully so.

17:30Yeah. Everyone's been tracking a million different changes in media and entertainment over the last decade. Throughout your career, like what has been the biggest crucible moment? What has been the biggest trend change that you felt, okay, I need to adapt my strategy. I think everyone in my community needs to adapt our strategy. How have you processed the evolution of media over your career? I'll say getting older, right? I mean, I'm about to be 47 this summer. Overnight success. Witnessing a shift in marketing and a shift in entertainment. right this younger generation and how they're navigating um and and operating within social media within storytelling uh within finding ways to present themselves to the masses i mean you know the concept of a live streamer and and a person that that is literally talking to a screen all day and looking at a chat with comments but finding a way to to build revenue to where it's coming in droves, right?

18:42Like that to me, it's exciting. It's exciting to see a shift. So you don't fight that. You find a way to be a part of it. You find a way to support it. So where I think I've had an amazing lift is in amplifying that younger generation, right? Like when I have a chance to sit beside some of these younger guys that are doing these amazing things or it's dope for them to have stars like myself on their platforms or supporting them in that space. I don't need nothing to want anything in return. I just want to see people win. But when you're supporting the new, it just makes you aware. Not being aware is ridiculous.

19:22Fighting what is in real time a new space of success. You're seeing ad revenue, crazy spins from the biggest brands in the business and you're seeing where they're now spending it television is changing the on-demand feeling what has changed how we watch movies and what movies have changed a lot of entertainment still exists today but it's bigger than ever because people still want to go out but you realize they still want to be home you gotta go you gotta say how do I basically fit into these pockets and how do I deliver in a manner to where it's real and it's never forced. When you do that with support first and elevation for them and then things come back to you.

20:06Right now, it's all about me saying, I see you young guys, you young women. I love what you're doing. I want to see you win. How can I help you? And then in return, their audience gets to say Kevin is cool. But it's a them first, me second now. This is a prime example, Jordy, of you guys. We've been tracking what you guys have been doing for the last two years it's it's incredible and when the business outlets came up in terms of the list of targets tbpn was on the top we want to be in the story we want to know what's new we think it's bold and exciting what you're doing congrats on the deal with open AI but I mean you guys are just getting started but also knowing you us knowing that we want to be on that platform that's what it's about and big companies don't often think that way but we're empowered to be able to make those decisions day to day to be here with you it's a great point Last question, guys.

20:59James, is there a competitive dynamic between some of your different partners? The chat is talking about your work with Post Malone and ASAP Rocky. I know all these guys are very competitive. Is there any kind of dynamic internally who can build the biggest brand? I know you don't want second or third, Kevin. It's not a competition, but there is no shortcut to success and hard work is required. Oh, it's looking like it's a competition. Whenever somebody says it's not a competition, you know it's a competition. I will tell you this. We should all look at what each other are doing and you figure out ways to take small pieces of the recipe that's working.

21:45I think ASAP and Post have done a great job in building businesses and building brands, myself included. And when you see what's working for each other, you find ways to take pieces. Ultimately, I want to see everybody win. I would love to see us all win. I would love to see his company succeed and be everything that it should be and more. You would just hate for somebody to win more than you.

22:14I want everyone to win just slightly less than me I'm winning

22:24I love it guys hey if I was a betting man I'd be bet I'd be betting on you I know you I know your work ethic is going to be insane I know while they're sleeping you're going to be at every restaurant every club getting everybody uh on the program so uh i'm excited to uh to follow along and thank you guys for for sending we will um we will enjoy it uh this weekend yeah the next time i'll be in the studio yeah let's do it yeah that's great i want to get all the effects uh in real time man yeah i think your energy is unbelievable man you guys I deserve the hype. Here, scoot over a little bit there.

23:06So you can... Yeah, yeah. Let's go. That's what I'm talking about. Thank you guys. Thank you. Great to see you guys. Congrats. We'll talk to you soon. Have a good day.