Why Most Celebrity YouTube Channels Fail (And The Ones That Don't)

34:36But you have to pick right now. Let's take a vote. All of those for Erling Haaland, raise your hands. I think you've got to go. I'm like so torn, it's unbelievable. We got three, four? I mean, three anyways. LeBron's is not. Get your hand up there. I can't even do it to LeBron. I'm going to leave my hand up. You can't abstain? What is this? I mean, you know. Wait, so you guys voted three? Yeah, they voted. Oh, so it doesn't even matter. That's crazy. LeBron's also like a media company. He's been in the media business for a long time with Uninterrupted and Spring Hill, but all right. All right, I guess.

35:10By the way, LeBron, Colin and I voted for you. Just so you know. But also, Holland, we thought about voting for you. Come on the show, talk it out. It's a friendly environment. Both are invited. And our next matchup, six seed Farrah Khan, who is a Bollywood director and choreographer. And I think she is the most fascinating person. This channel is crazy. Yeah, I don't understand it. Lock it in. Yeah. Farrah Khan. Yeah, we don't even really need to talk about this. Chris Hemsworth is bad. Chris. It's a bad show. Chris Hemsworth. Yeah, I mean, he's one that launched. There was a lot of fanfare. Chris Hemsworth is coming onto YouTube.

35:53Does a vlog with Mr. Beast, but like again, I think too high lift of production. Wait, what is this? Can we look at this? What is this square thumbnail in the middle? This one? And then the beginning part of that? Wait, wait, click on that video. By the way, can I tell you, I like the like non-technically sound celebrity vlog. Does that make sense? But look at his first one. You can't even tell that it's him. It's not him. It's not him. His most recent video is him saying that like I hope you enjoy this from my friends. Yeah. Who did this cool thing and then he just plays the video. The series he did Aza and Zag do Earth which is like he sent his friends around the world to quote unlock health secrets or something.

36:36It's like a sincere idiot abroad kind of where he's just sending his friends to places. That's what I do when I send my friend down to the corner store to go get like a five hour energy. I don't mind this channel. I just have to represent Bollywood right now and go Farah Khan because she's she's going for it yeah she's making it like a it's like a HGTV like yeah so it's good yeah let me pull up her channel she seems so fun the interesting thing about her is um so she's directed a bunch of successful Bollywood movies and uh is credited from what I read with like modernizing the visual language of Bollywood dance now um and in an interview, she said that she made more money from her YouTube channel in two years than her entire career as a director, TV host and choreographer.

37:24And I don't know. I know. And I don't know if that's like good for her YouTube channel or there's some sort of wage gap situation that we need to work out, you know? Yeah, that's interesting. I wouldn't expect that. But so her channel, she's posting like every two to three days. All of these videos are getting two, three, four five million views this is a great youtube channel and it's she goes into other celebrities houses and talks and brings her chef to cook with them and it's it's like this is a great concept this is a knockout hit every thumbnail looks consistent you can become a fan of this show you can get excited for who's coming like yeah he done with charlie queen no that would that we know the answer that would be 30 million views all right winner farrakhan moving on we are moving on to the three seed IU who is a K-pop singer and actress and in my research she is the all-time leader for billboards K-pop hot 100 with 18 number one songs so like she's her in in South Korean culture against Tom Brady minority owner of the Raiders and former NFL quarterback is Tom still uploading I didn't check on he uploaded his last upload was fourth of July on a happy birthday, America.

38:42And then prior to that, it's been a bit. I don't. I got some issues with Tom Brady's channel. Same. I do too. And it's not just like my personal issues with him. Okay. I'm going to list off a couple of issues I had checking out Tom Brady's channel. And there's some of Tom Brady's channel that I actually love and have like, it's caught my eye. I've watched, I've enjoyed, but there are some issues lately. There's a video I clicked on that has a title card that says, we asked Tom Brady a series of questions. And I'm like, who's we? This is your channel. Yeah. So it felt a little bit impersonal. And then he does.

39:12There's one video where he starts a list of 10 where he's reacting to some of the greatest sports moments in history. Ten of them. I ranked the best throws. And then he abandons the list of 10 about three in. And I have no idea where the video is going to go because all of a sudden there was a mechanism. Ten great highlights. And then he abandons it. Something that's really interesting to me is that a lot of these videos are collab posts with the NFL and Fox. Yeah. Or an NFL on Fox. Sorry. Yeah. he's a color comment no i know he is but i've never seen that where like part of your deal is yeah collab posting or like somehow this is like inventory for nfl and fox or part of their deal yeah but it's clear that he's kind of totally tapered off here right yeah like seven months ago we're talking about videos from seven months ago and then we have a fourth of july video over the summer i think this is where laminya mall is heading yeah yeah if he doesn't stay on dude if he doesn't stay on it.

40:08Unless he invites us out for a weekend. For a crazy weekend. You guys want to party with a 19-year-old kid really badly. I want to film a documentary. Our version of the party is talk titles and thumbnails. Our version of the party is hanging out, talking YouTube, filming and editing. With some good snacks. So just brief on IU whose real name is E-Jun. She posts a lot of behind the scenes vlogs her channel is built around a single format called iutv which is basically a very like it's a cozy slow moving vlog um where if you're a fan of her i think you would really like it um even uh even with subs it's just like not my interest because i don't know that understanding but it's a it's a good idea and just judging from how big of a star she is the fact that she's posting this like slower get to know me content super interesting.

41:08Let's move her forward guys. Yeah. I felt way more connected to her than Tom. Let's go. All right. Can someone just give some advice to Tom real quick? Yo send him my way. I got him. A weekend. A weekend. My weekend. Just give him something quick. He's going to kiss you on the lips. You need to come up with ideas. If you are the goat of football come up with ideas around that. Yeah there's a video about how to throw a football with Tom Brady. It's his most viewed video. Yeah. Because that's what you want from Tom Brady. And it's very hard when you're close to it to ask yourself the question, what would I want from Tom Brady as Tom Brady?

41:44I want to learn the weird intricacies of the things that he would do. Yeah. I think the thing is there is a level of complexity that a lot of celebrities add onto their videos when actually, if you just write down the first 25 simple ideas, knock those out and find your voice through those simple ones because people will watch yeah look at izzy's channel what you would anyone complain if tom brady reacted to like no that would be actually the main thing we yeah and probably a great collab with nfl and fox right just react to yeah i just want to hear his color commentary on more things if tom brady was reacting to high school football that would go crazy or even like young like prodigy yes yeah the rest of those yeah it would go crazy that'd be really good moving on to seven seed trixie mattel with 2.42 million subscribers she is a drag queen who won season three of rupaul's uh drag race all-stars she also has a partnership with another drag queen with netflix for a youtube show where they react to wait wait a partnership with netflix for a youtube show yes so it's on netflix's youtube channel where her and her drag queen friend will watch netflix shows and just like make jokes it's it's a great content whoa that's fascinating yeah it is wait that's that's like a whole new because there's a whole new layer here that we should talk about which is the the movement of netflix pulling creators to youtube and now celebrities wanting to be on youtube to then maybe make formats that go back to streamers and then there's this new fold of netflix's youtube this is this is not new no no i'm just in the in this conversation of youtube and netflix yes the Netflix YouTube channel and original content for the Netflix YouTube channel is a fascinating other piece of it.

43:28And yeah, Trixie has such a great understanding of internet landscape and like just YouTube culture. Did Trixie come from the internet? No, she came from, so she first appeared on Drag Race, I believe season six. On a reality show. On a reality show. This was like, like early 2010s. She was either on, I think she was on six. and she was like a fan favorite. She has this very, very unique aesthetic and style and the thing that I have to say is that there is no one on this planet who understands that eyeballs are money than a drag queen. Like drag queens just get it. She is such a good business woman.

44:12I think she totally knows how to captivate her audience and it extends across all of her properties so much so to the point where I would say her main YouTube channel might be the weakest link in her flywheel. But she is still great. I think that Netflix really interesting. It's great. Yeah, I thought that was fascinating. So it's it's it's Trixie and Trixie and Katya. Basically, Netflix says, hey, watch this show. And it's a great concept. React. That's a great concept for YouTube, a great concept for Netflix. Yeah, it's a great show. That's a that's a and I thought that set looked really. So she started 11 years ago and has over a thousand videos.

44:46Wow. Yeah. When you look at her channel, one thing that's really interesting is that she has a she has a lot of other people appearing she's like one of the people on this list that has like constant collaborators and that's because i think a lot of the other drag queens even though they did a lot of them started like on a reality show and like mainstream celebrity hood a lot of them have like embraced internet culture because that's kind of where the community's at right now and i think trixie's really good at building community um and oh Sid, we know who you're voting for. We need to see the other side of the matchup.

45:23Yeah, so we got Trixie, and then we are going to Matthew McConaughey. Matthew McConaughey. I looked at this. This is a little rough. It's bad. This is really bad. Let me just state, for the record, I love Matthew McConaughey. Same. I just want to state. He's a dream podcaster. A hundred percent. I will stare into his eyes and just get lost. I've listened to Matthew McConaughey on many podcasts. I think he's phenomenal. I'm a huge fan of Matthew McCullough. And his YouTube videos are not great. I have not watched his YouTube videos. Okay. So basically, maybe I watched his first one, right? Again, there's always like - There was a big stink.

45:57There's a big stink about the launch, always. Now the YouTube channel, I poked around a bit. Okay. Every video is essentially a moment from his audio book and an AI animation of his face with some lyrics. I think this actually - Oh, that looks creepy. Look, if you - This feels not - If you, me, and Jesse, and Matthew McConaughey. And Matt. Yeah. Had a crazy weekend. In Austin. In Austin. Yeah. We go out, get some barbecue. What I would say. Come back to the crib. Yes. We start chatting YouTube. Let's talk. And I would say, look, in your audio book, you have an incredible well of stories and lessons that I think people on YouTube would love.

46:42Yeah. Right? So you can repurpose them, but set up a camera. Look at me in the face. Maybe read a passage from your book and then reflect on it. You could batch shoot that. You could batch shoot it. That makes me think, and I know my anxiety is through the roof about the M. Night matchup that's coming. That's coming. It's going to be big. And Kylie. But M. Night reads his journal. So it's related. I think we should hold. But that's the format we're talking about. Yes. If you look at Matthew McConaughey's videos here, I think he, you know, commits one of the cardinal sins of YouTube packaging, which is that he repeats the title in the thumbnail.

47:17Yeah. So his latest video, 11 days ago, it's titled Hills Are Necessary. And then in the thumbnail, it says Hills Are Necessary. I'd give him the same advice as Tom Brady. You're Matthew McConaughey. Like, why are you why are you making these videos? Like make videos. Well, yeah, of course there's like, the thing is when you go from like an individual to a company, right? There's like a company here with Matthew McConaughey. They got to a point where they're like, hey, we have this distribution channel. Let's promote stuff. And I think that's an issue on YouTube because we all are here trying to watch formats and watch content.

47:53And you can feel when something is more marketing than it is. I think if this was titled more so around self-help or around a specific lesson. And that's a whole genre. It's a huge genre. And it just had Matthew McConaughey in a real setting with a camera. And when I hover over the video, he's in that setting. By the way, here's how I produce it. I would go, I would get on Zoom with Matt. Okay. And I would have him with like an SM7B. With me. Or Lavda. And Jesse. Yeah, you guys are there. But you're shooting him. And I would start asking him questions. would be like, tell me about this passage in the book.

48:29And he would just talk about it, riff on it. And then we would take that and just clip it and put it out and just go Matthew McConaughey on blank. Matthew McConaughey on parenting. Matthew McConaughey on growing up. Like these, these bits where it's like these videos that almost felt like old school YouTube motivational videos. And just let those be assets that people share to each other in times of need. Like, dude, you got to listen to Matthew McConaughey's bit on this. But you could build, you could batch shoot 20 of those in one hour Zoom session. Because essentially that is happening when he goes on someone else's podcast.

49:03Yeah, clips. Like what's great about Matthew McConaughey right now is Matthew McConaughey clips about life. And that's the format. So own it yourself. Own the format yourself. Do you think he could start a podcast? I don't think he needs to. Yeah, he just needs himself. Does he even need to be on YouTube? Like, I don't know. He's got a lot to share. I think he's got a lot to share. I think he's got a lot to share. As it stands, this is tough to watch. Do you think you would still feel that way if he had like 20 podcast episodes in a row? Don't you think part of his appeal is that he's... Yeah.

49:36Oh, is that he's like... Hard to get. Hard to get. Yeah. That's fair. I think that's the reason why... Let's vote. Hands if you're voting for Trixie. Unanimous. Trixie goes on and that leads us to the last matchup of round one. Two seed Kylie Jenner with 12.1 million subscribers against the director M. Night Shyamalan who just started his YouTube channel a couple weeks ago with 130 ,000 subs. By the way, we got invited to a cool event with him. I gotta be honest. I don't understand the hype here. Why are you scared of this round? It's so obvious like Kylie. Kylie smokes, brother. In every conceivable way.

50:18By the way, I'm a major, like Kylie for me is like, Nah, she's very good. She's working right now. Before he was at college, I'm not worried about it. She is the OG vlogger. That's King Kylie. I'm with you. This is really hard. No, it's easy, man. Fucking you, guys. No, because Kylie is so good. Like, you watch her videos right now. For the people who aren't looking at the screen, can we just tell them what we're looking at between M. Night and Kylie? Like, what is Kylie producing? What is M. Night producing? Okay, so Kylie just had a bit of a resurgence on YouTube. She kind of came back. Like she's had vlogs in the past.

50:50She's posted a lot. But three weeks ago, she posted a get ready with me video. Super lo-fi. Then she posted. Seems to be shot on iPhone. Yeah, seems to be shot on a phone. And it should be. No, it's not. And it should be. Yeah. Then there's a Q &A. Except for the most recent one. Then there's a vlog as she walks around a new home that she's building. And then we have more of a format where it's her and Kris Jenner. What's in my bag? I love how unapologetic that title is. It's not what's in my bag. It's what's in my birthday. Because do you know how few people can do that same challenge? It's basically her.

51:22Also, did you watch it? Because it was really funny. It was great. So you look into that video and then you end up finding out that she's going to go around her mom's house and grab different items from her mom and put them in her bag. So as she starts to pull items out of her bag, her mom's like, wait, did you steal those from me? But the best part of the video is that Chris keeps pulling dirty martini ingredients out of her purse. She has a big bottle of vodka. She has three small bottles of vodka. This is an entertainment family. The Jenners know how to do it. Can I say? The earth will reduce to dust and ashes, and the Kar Jenners will still be out there making stuff that people, for better or for worse, want to see.

52:02Right. In your world, there's no people left, but sure, they will see. No, no, no. And that just goes, maybe they're... I think the beauty of what Kylie Jenner is doing is that it is so uniquely lo-fi and YouTube. It is something that when you talk about this sort of war between YouTube and Netflix, what Kylie is making, I think, will never be on Netflix. It is so uniquely YouTube because it's so lo-fi. It's unpredictable. And I think that's what YouTube should lean into with these types of celebrities. And the fact that I don't even keep up with the Kardashians like that, but I still am intrigued.

52:41And I said that on purpose. And I am still deeply intrigued by anything that she's posting. That just goes to show the cultural impact that she's having. Here's my... I think this is fantastic. This is great YouTube. I remember when Kylie jumped on Snap and was one of the first people. That was King Kylie. Yeah, she was vlogging in a way. She was giving us access to her life. She is excellent at this. My one production critique, slightly better audio would be helpful. like if you but again does that not make her more relatable it does but it's actually the most unrelatable human on earth i'm i'm with you but it's actually hard to hear i don't know if it's getting old but i think it's like i find it hard to hear audio should be on a good mic yeah i think it should be just a little bit better it's kind of a non-negotiable even if she's wearing wired headphones and talking into that mic better yeah i think dumb nose you should be able to read the text too i kind of like the thing is though kylie jenner in a lo-fi thumbnail is going to drive it's going to earn the click no matter what.

53:45I think it's kind of charming that her thumbnails are kind of bad. In the text. It's so bad that it's calculated to be bad. My concern with her is she was gone for a long time. She's kind of love bombing this YouTube channel right now. And I think she might go away again. And that is my concern. Believe in love, Samir. She has something to promote. She probably does. But I high her new clothing line like always has something to promote. I know I know but she's got you can feel she's she's like I don't know luring us in no with something to promote. I think it doesn't want to get hurt. Yeah I'm holding out until we get Timmy's cameo 10 billion views first day.

54:30I don't know. I watched this first get ready with me in the beginning She just says she's just inspired to do YouTube again and wanted to come back and I think it's honest she got you i mean i don't even stand i don't even stand them like that but yeah all right yeah m night shamalan this is you know what you're right this actually there's something wrong

54:51there's something wrong with this beach like this is like it's like fine video okay and then what yeah that's that's my issue he if it was just the first two videos i'd be making a harder argument of like this is kind of cool. So if someone's not looking at the screen. Samir was shaking in his boots five minutes ago over this. Also it's like listen this is my Indian brother. And you know what? Even with that boots. You fell into the trap. Okay so yeah M. Night is new to YouTube. His first video posted two weeks ago is just like him talking about what he's doing. Follow up video is where he reads his diary that he had from i liked that a lot i thought that was cool while filming signs and then the third video he posted is a commence a commencement speech that he admittedly has never watched yeah this the m night archives is not a format no yeah this is not a format yeah this is i mean yeah this is not a format this is not a thing to do the middle one is access right like you have to understand what are you providing on this channel something we talk about a lot here is a channel promise where you go, welcome to the M.

56:05Night Shyamalan YouTube channel, where, and then you fill in the blank, where you get access to my thoughts like you've never had them before, where you're going to see behind the scenes of all the movies I directed, where you're going to see me react to the modern Hollywood industry. Like we need the back half of that sentence. And it felt like it was, where you're going to get access to me like never before. And then showing me a commencement speech is like - Turning it into a dumping ground. Yeah, and when you don't fulfill the promise, it really impacts on a YouTube channel. He's not even reacting to it.

56:38He's just like, I never watched this, and then I'm going to play it. It's like reacting to my cringe commencement speech. I didn't watch it, so I don't know if it's cringe or not. But reacting to my cringe commencement speech, that's a fun access. But it still doesn't go into the promise of the first two videos, which is get access to a Hollywood director in ways you've never seen before. I feel like, yeah, it's similar to what we were saying with Ronaldo and Brady, the vanilla. Like, I think like you want a movie director to be giving advice. Just, I know we didn't say this last time, but explain what you mean by vanilla.

57:07So the vanilla is like, if you were to strip away all names, what is this channel? And what you have here is a top tier director is making a YouTube channel, much like Tom Brady is the go to football making a YouTube channel. So what would you want if you had a movie director? You wouldn't want to hear his commencement speech. You would want to hear advice, like camera advice or a camera, or if you want to give access of a lot behind the scenes of filming anything like that nobody is ever going to say i want to hear m night shawmolan's commencement also if they do want to hear the commencement speech they can search it up and i'm sure 10 other channels on youtube have posted it i'm with you guys by the way let's go to a vote because yeah yeah my bad for hyping this up real quick real quick i do want to give him some credit sure the first video he says that he wanted a space where he could have permission to be not great and to experiment okay now we're the guys telling him yeah yeah okay he's doing the second video is really well shot i like a documentary he's crying at the end when he's talking about something that happened on set okay with signs like by the way i've said this to many people but i truly mean this m night you are welcome on our show we'd love to have you we'd love to talk YouTube.

58:21We'd love to talk. Okay. I just wanted to give him some credit. All that said, let's move Kylie on to the next round. Wait, no, we set Trixie up. Yeah, yeah, yeah. First round over. We're heading in the second round matchup. Kevin Hart golfs against Israel style bender Adesanya. Are we just going straight to a vote? And then we can do the last two those in favor of kevin hart golfs raise their hands oh no we got three kevin hart golf moves on yeah you know what i'm i almost want to take that back because i think he's got more longevity but i think he's the basis for every one of these celebrity channels if you are a celebrity channel most simple i want to see actor react i want to see athlete react that might be an upset recount recount.

59:12No, sorry. The decision is made, bro. Next matchup. Now I feel bad. You're right. Yeah, I am right. I'm always right. Izzy just got robbed. Izzy just got robbed. That's great. Brie Larson. Okay, we need to, when we vote, we need to have a second for debate. Okay. We need to hear the camera. We should debate before the vote. Fine. We should have debated before the vote. That being said, do you want to redo it? No. That being said, we don't need to debate here. Erling Holland Erling Holland goes Farrah Khan Farrah yeah Trixie Metall versus Kylie I'm sorry but it is Kylie It's Kylie Let's talk My vote for Trixie Is more all encompassing of her brand As a creator but in terms of the YouTube The specific channel And I'm a massive Trixie fan and she's a huge proponent for the creator economy, but I don't watch her channel ever.

1:00:11And I've watched Kylie's channel and I'm not like a Kylie fan and I watch more videos on her YouTube channel than Trixie's. Five to 10 years from now, who do you think is making more on their channel? Trixie. Probably Trixie. Actually, yeah. My vote would be Trixie's been consistent for years and has just gotten more and more successful. But who's more classic YouTube? Trixie. Trixie, I think. Sorry, if you're not a... So then why were we voting Kylie? You're right. And I just changed my mind. I don't know. Jixi! I don't know if you guys consume. Like, how different is a Kylie Jenner video from a Your Mom Ashley video?

1:00:46Damn. Because I don't watch that niche at all. So I was just. It's not that different. I would say Kylie's is a lot more simple, right? Because, well, I don't know. No, because Ashley's a really. She's just like a classic vlogger. She's kept that lifestyle. is more but like structurally sound very structurally sound perspective you know what i mean like because kylie's walking you through thumbnails with an iphone and she's saying some unbelievably unrelatable things but you are like interested in it because you've never seen it before you've never seen a house like that that's being because from a pre-click they look exactly the same to me very very that's interesting yeah they're in the same category yes yeah because i I think that niche can get criticized because it's low fly, so it looks low effort when that's obviously not the case.

1:01:35Yeah. It's actually really hard to do that. Yeah. To entertain somebody. All right, let's get a vote. All in favor of Trixie. Hands. God, let's go. Let's go. Yeah. That's fine. I just hesitated and it's over. Trixie to the next round. Damn. I'm kind of bummed to leave Kylie behind in that round. I'm bummed to leave Israel Asanya behind. Yes. We voted for a guy with one video. Yeah. What was the thought process? That was like how... But let's talk about why we did it. No, but every single time, what's the advice we would give? Look at Izzy, look at what he does for MMA, do it for you and me. I think I did that though because I think Kevin Hart actually nailed the first video.

1:02:13He just nailed the land. It was good. It was a good video. Kevin Hart is just so entertaining. I want him to make it. The other thing is I think Kevin Hart appeals to a broader spectrum where it's like if you're not an MMA fan which I know this isn't like necessarily part of the criteria but you're not going to be interested in Israel's personality or like going to that videos outside of commentary but I don't think that because niche is everything right now so I don't know if that necessarily makes because then Trixie's going to appeal to almost no one because yeah it's too niche I feel like if it was Izzy's from two years ago with the vlogs I think you guys would have sure I agree I loved Izzy's vlogs yeah I think there was something about the reacts but you're right.

1:02:54He's doing the thing. It's tough, man. I feel bad leaving him behind. But semifinals 16 seed Kevin Hart golfs against 4 seed Erling Hollins. It's so hard. Who's on the other side of the bracket? On the other side, we have Farrah Khan and Trixie Mattel. I feel like, man, in three months, this is going to be I feel like Kevin Hart's that first video, like you were saying, he nailed it. In like three to six months, I think we will all be saying Kevin Hart. I think he understands social media a game way better. Right now, you want to push Kevin Hart through. I'm saying, well, if we have, based on what we have now, you can't not put Holland.

1:03:29Yeah, you have to put Holland. I think Holland is the obvious choice here. We can revisit this. But is Holland just a moment in time? Let's be honest. No. Wait, refool it up. Let's look at his channel. How long has he been posting for? Since World Cup, right? No, yeah. 10 months. Okay, 10 months. He also has got a legit team. We know the team behind this. They're legit. They've been around there a long time. Is that 69 videos in 10 months? probably shorts yeah okay but even day in the life of a pro footballer is a way better title than day in the life of erin erling holland yeah i agree with you i agree i i think this is great he's testing a lot of formats he's good yeah i think he's legit he's good yeah yeah and he collabs a lot with native youtubers yeah he's done stuff with ksi yeah i i think early i think before we vote yeah because i kind of feel where it's going i just want to before we say goodbye to Kevin Hart.

1:04:21I want to say a few things about what I think he did really well. Yeah. Okay. In that video. I watched some of that video. I think he has one of the best intros out of I know he only has one video, but I think this is one of the best intros. If you watch the full two minutes, I agree because he said he's a YouTuber. So you click on the video. He says, welcome world. He's staring directly into your eyes. You understand that there's a level of connection here and even understanding the context of YouTube. Right. That is very different than like a Ronaldo. He sort of confirms the click. He says, I'm bring you along for my golf journey to be a golf YouTuber.

1:04:53Yes. He says golf YouTuber, which I think, again, he understands the context of the platform. You keep watching 30 seconds in and there's a bit of and what you didn't know is that I'm bringing my friends with me. So you're like, OK, there's more here I didn't know I was going to get at one minute. He says that the challenge is I'm going to be breaking 100. And he even goes further to say, if I do that, the next goal is going to be 90, then 80. You kind of understand the arc of the channel. And then at two minutes, you realize that him and his friends are betting on shots. There's money on the line.

1:05:21So there's a mechanism here to keep you watching. Yo, he you sold me, man. I think we're going to say goodbye to Kevin Hart right now. But it's a great video. And I'd love to see more from him and maybe we reevaluate in a couple months of the changes. When was this uploaded? This was uploaded August 27th. Yeah, this is like a one video a month. So yeah, this is my only issue is the time it's going to take to get another one. And then I guess the question is, how frequently do we want a Kevin Hart? I think you want this once a month. I think you want it once a month. I don't think you want it more than once a month.

1:05:55I think you want it to be really good once a month. And that's it. And that's it. I don't think we have enough space for four Kevin Hart videos. So all I'm saying is you get me. There's some space in the golf ecosystem now. He also appears so many other places. He's crazy. You might need a Kevin Hart. I think the extended period of time, doing it too often, I think you would overstay his welcome come on YouTube of that. He would saturate himself. So let me ask you another question. Like, do you think with any of these celebrities, Kevin Hart, you know, this is a, this is a media entrepreneur through and through.

1:06:26Yeah. Does Kevin Hart make a show here? Does he pilot a show on YouTube that then brings him opportunity to get picked up in another place? I'm going to bring you back in time to 2020. John Krasinski launches some good news. Yeah. It is a simple show for three and a half weeks, maybe four weeks, and gets bought by CBS? I don't know. I think so. And then it disappeared forever. And then it disappeared, right? Do you think any celebrity is having that type of thought now of, let me pilot a format here, or do you think this moment in time is celebrities going, let me build a home here? I think it's both.

1:07:02I think it's future-proofing. I think it's future-proofing. I think there's a lot of competition right now with streamers because of the fact that creators are coming in. So I think you need to have this element of your own connection to an audience, especially with long form content. I think it's a lot of these celebrities have a connection with posting on Instagram and short form because it's easier to do. But you need to future proof yourself when it comes to long form. Yeah, I think one of the other this is terrible quality, not the original channel. But the other evidence is I think he just genuinely likes messing around with his friends and filming it as like this video when he's playing pickup basketball with him and his crew against Chris Brown and Neo and them that like, he just loves messing around with his friends.

1:07:44And it's like the, the friendship content I think is in the way he's doing it. It's much higher lift, but it's like rewarding. It doesn't feel as like he's forced to do it. His friends are getting paid all like, it's just, it's a good format. The guy is also, I mean, we, we hosted a panel with him one time. He's one of the most entertaining human beings so entertaining ever like this was not on camera we're just hanging out and he is crazy entertaining yeah so when you point a camera at him it doesn't matter he's funny he's going to be funny yeah it's just everything he's he's going to be interesting so that is that is one thing that's an argument for his longevity is that this is this is a guy i don't believe kevin hart is going anywhere from an entertainment business perspective right for the next decade to three decades.

1:08:35Let me tell you what kills this channel. A major, major deal with a prediction market that skews what he has to make, the quantity of what he needs to make. I say prediction market, but it could actually be any type of major advertiser. He is sponsored by, or he is an ambassador for DraftKings. And I say that only because I think this is a new endeavor for them, and if you don't protect the integrity of the format and the entertainment, because you defer to the money that comes in that could well that's one of the issues the opportunities are going to come instantly yes right and by the way we should also acknowledge kevin hart's not new to formats on youtube no right cold as balls was his interview show in a in a cold plunge does it still exist i don't think yeah so i actually think he deserves to make it here so holland to me though holland to me is a youtuber yeah that's how i feel again and also the thing that gives me a little bit more is we know the team behind this and they've been in the game for a long time.

1:09:38Holland also is more of a YouTuber than some YouTubers. I agree with that. I agree. I think that's a good point. He's so tapped in. Explain what you mean by that though. Because there's a lot of YouTubers right now who very clearly do not consume the platform and they make content that is viewed, it feels like a product. You are watching for the content, you're not watching for them. You're watching because you want to see a $1 steak versus whatever. You're not watching because you want to you know watch the youtuber behind it this like you you're clicking on it because he's a pro footballer you're saying because it's holland yeah yeah i i'm i'm team holland that was delivered well that was beautiful yeah that was great thank you all right so final vote uh wait wait whoa what are we all thinking i don't know it's not that committee you just got to vote okay okay i just got to vote uh hands up for erling holland okay all right he's erling on to the next round.

1:10:27I hedged my bets. I did it just because at a base. Kevin, just so you know. Kevin, all I'm saying is you get me, Samir, Jesse. What's the point of doing a bracket if you have to qualify everything to the camera and say, like, by the way, come on the show. We love you. And we do. And we do. Wow, so this is going to go. This is a very good one. Bollywood director. against drag queen Trixie Mattara. Farrakhan. What? Locked in. No. Wait, why? Explain. She's making a consistent format a show that is repeatable, that people are becoming a fan of, that millions of people are watching. She has like our own chicken shop.

1:11:10Trixie does do that, but I think to the point you said earlier that her actual channel is the weakest point of her ecosystem. I shouldn't have said it at all. No, but I do think you're right. No, it's true though. It is true. Her format that she does with Netflix is fantastic. Her podcast is fantastic. I think Trixie Mattel is clearly very good. She's probably the best creator on this list. Very good at show business. I would agree with that. But I think when I look at YouTube, Farrah Khan is making a show on YouTube that does feel like you said, like Chicken Shop Date or Quinlan Blackwell's show, Feeding Starving Celebrities, like she's making a show.

1:11:42And I think also we really have to look at the next 10 years of YouTube and the way that Bollywood and the Indian population is going to engage with YouTube. No, and you're right. But can I just say something? Trixie, if you are watching this, you are welcome on my show. I will make one for you. Bring Katya, bring Brittany, bring the whole crew. And we are going to have a great time. Fuck the noise. I love that. I also think for our con show is also it's not like a basic show. It's actually pretty cool. Yeah, it's a cool show. It's a good concept. And it's not easy to make, but she's making it on a consistent basis, which I think is it's like high lift and she's doing it for real.

1:12:27She's committed. No, it's good. It's a good show. Alright, let's vote. Just vote. Those for Farrah Khan raise your hands. Trixie, I voted for you. Farrah Khan moves on. This is not at all the matchup I thought at the end of the spread. I didn't know Farrah Khan was until this morning. This is not at all the matchup I thought. Wait, I should have voted for Trixie just because I love her. I kind of thought this was going to be like Erling Haaland, Kylie Jenner if I'm being honest. I thought it was going to be Kylie Trixie Can we just talk about one that we feel pain that is left behind Well you don't have to ask me Izzy man I think Izzy and Asanya There's pain there I feel bad about that one You just strip away all numbers It's like a YouTube channel Multiple formats How to leverage your personality I also think it's kind of crazy we booted Lando so early We also lowkey had like Lando would have made it.

1:13:20When I think about celebrity YouTubers, athlete YouTubers, I probably would say Lando within the first two to three names. I agree. That's the conversation about expanding it beyond their role in the creator sphere with Quadrant, Trixie, with all of our other stuff. How is Lando not going to make it? I think also, dare I say, I actually think LeBron is off to a really good start. And he's entering the next chapter of his career. I think LeBron just got a tough seed. I think he got a tough see-up. Because LeBron, I think, has a lot. I think in terms of omissions from the list, Demetrius Johnson is crazy.

1:13:55He's the biggest UFC YouTuber by far. Kish. That's a separate... Okay, you guys are saying that there's literally seven people that play soccer on this list. Yeah. It's, like, mostly athletes. If we can put M. Night Shyamalan on here, we can put on Demetrius Johnson, man. I think everyone's been a little too harsh about M. Night Shyamalan. No, M. Night Shyamalan got so hyped up. this and that. M. Night Shyamalan comment. M. Night Shyamalan this and that. And then it's like, my commencement speech. I didn't show anybody. Which for one, it's probably on YouTube. You shouldn't have gone to the commencement speech.

1:14:25That's what I said. Yeah. Cooper is the butcher. Okay. Before we do the final vote, can we just talk about what we've learned today when it comes to celebrities joining YouTube? Because there may be some celebrities listening. There may be some team members listening. There may be some people who also just, in the world of Hollywood, this is going to be a trend we see ramp up exponentially over the next couple of years. We're going to see way more Hollywood celebrities join YouTube to control their own distribution, to make their own formats. So what did we learn? What's the advice to this? Start playing professional soccer.

1:14:59One thing I would say is I think audiences today have a really good detection system in place of whether someone wants to make what they're making or feels like they have to make what they're making. and that is something that we find a lot with celebrity youtube channels is at a glance you go i have a sense that this person feels like they have to make this not that they want to make it so i think if you're a team member or you're someone sitting with a celebrity and you're going to pitch them this idea of starting a youtube channel the first conversation has to be what would you want to make truly whether it became very successful people watch it or not like what do you want to put time and ask it on a 52 week cadence something we always asked when we worked with athletes in the past like can you do this for 52 weeks week in and week out can you can you do this i think like to put it to maybe a little bit more youtube going a little bit down the rabbit hole we have this concept called like single sentence mission statement for your channel for the colin smear show we give we educate people in the creator economy and creators very simple you instantly get it if your channel cannot be understood in a single sentence you do not have a clear enough vision for what you want it to be.

1:16:10I think I completely agree with that. And I also think we are in an era of authenticity right now. And the ones that are going to do the best are when the creator is speaking directly to their audience, being themselves. I think that's why Erling has ended up where he is, because he is truly being himself at every step of the way. And I feel like you could even say that for Farrah, because this feels authentic to her. I would say the only addition to what you're saying, I agree with what you're saying, but the only addition is or put yourself into a format where you can be yourself. That's almost looking at it like a TV show.

1:16:44That's heavily, heavily. This is actually great. We have TV show versus YouTuber. Basically. This is like the best. And both work on the platform. Both work. Yeah. Yeah. Because I would say advice I used to give a decade ago when we were on YouTube was don't make TV for the internet. I don't know if that's true anymore. No. I think you can make TV for YouTube and it has to be really good. Yeah. It has to be really good. It has to be a really good concept. And it has to be packaged like YouTube. And we have a great concept here right now. That's right. Here we go, guys. Oh, I actually have no idea.

1:17:14Five new subscribers on the line. Wait, who knows? Who knows? Who knows who they're voting for? I know. I know. You know? I think I know. I don't know. Alright. Should we go around the horn one vote at a time? No. Yes. Final vote. I will start Erling Haaland. I'm also voting for Erling Haaland. I'm voting for Erling Haaland. Oh, man. Erling Holland. Farrakhan. You are so Switzerland. I'm not Switzerland. I'm India.

1:17:45And lastly, Farrakhan, if you want to come on the show. Wow. We love you. Congrats to Erling Holland. Congrats to the team. Wait, wait, wait. Everyone pull your phone out. Press subscribe. Yeah, we got to press subscribe. Oh, we got to subscribe to Erling Holland. Smash that subscribe button. Hit that bell. All right. To everybody listening, watching, if you guys enjoyed this format, tell us who we missed. Who did we not put in this bracket? And also, are there other categories that we should rank? Let us know about that. See you guys next week. Nobody else wanted to say bye? Bye! I didn't know we were allowed to talk.

1:18:21I didn't know we were allowed to talk. Allowed to talk is crazy. You've been talking for an hour and a half. The millennials. Don't let us say goodbye. You should see what it's like when the camera's cut. All right. See you guys.