Modern Wisdom - #892 - Kyle Forgeard - The Rise Of NELK, Donald Trump & Global Chaos

Episode Date: January 20, 2025

Kyle Forgeard is a content creator, entrepreneur, and co-founder of NELK. From Canada to global fame, the NELK Boys have become a household name. From pranks and viral videos to building an empire, Kyle and his crew have captured the attention of millions. But how did they rise to such heights, and what was the journey like along the way? Expect to learn what Kyle thinks of Canada at the moment, the biggest differences between living in Miami and LA, Kyle's friendship with Donald Trump, what drives the NELK boys to push the boundaries further, the most revenue Kyle has ever made in a single day, the best way to build a brand today, what Kyle has learned being friends with Dana White, if SteveWillDoit will ever return to NELK YouTube videos and much more… Sponsors: See discounts for all the products I use and recommend: https://chriswillx.com/deals Get a Free Sample Pack of all LMNT Flavours with any purchase at https://drinklmnt.com/modernwisdom Get a 20% discount on the best supplements from Momentous at https://livemomentous.com/modernwisdom Get a 20% discount on Nomatic’s amazing luggage at https://nomatic.com/modernwisdom Get the best bloodwork analysis in America at https://functionhealth.com/modernwisdom Extra Stuff: Get my free reading list of 100 books to read before you die: https://chriswillx.com/books Try my productivity energy drink Neutonic: https://neutonic.com/modernwisdom Episodes You Might Enjoy: #577 - David Goggins - This Is How To Master Your Life: https://tinyurl.com/43hv6y59 #712 - Dr Jordan Peterson - How To Destroy Your Negative Beliefs: https://tinyurl.com/2rtz7avf #700 - Dr Andrew Huberman - The Secret Tools To Hack Your Brain: https://tinyurl.com/3ccn5vkp - Get In Touch: Instagram: https://www.instagram.com/chriswillx Twitter: https://www.twitter.com/chriswillx YouTube: https://www.youtube.com/modernwisdompodcast Email: https://chriswillx.com/contact - Learn more about your ad choices. Visit megaphone.fm/adchoices

Trudeau is out talk to me right away. We're just getting into it dude. This is it This is the biggest thing that's happening, bro. I feel like we all knew it was gonna happen But yeah, just to see it finally go down it's just it's refreshing I mean Like you guys know I grew up in Canada I moved to the States about Ten years ago when I was around 20. I'm 30 now and it's just like the last 10 years, what's happened has just been. Devastating honestly, like Canada is not the same country that I knew when I was growing up, like growing up.

How much do you lie at the feet of Trudeau? What do you mean? How much is it directly? He directly responsible for what's happened? I mean, if you're the commander in chief, you gotta, you gotta take some blame for sure. And yeah, I think all Canadians agree, it's just a totally different place.

How so? I think Canada just lost its sense of identity a little bit. I think being a little too politically correct, whether it's not letting people say Merry Christmas or we have a poppy that people wear every November, Remembrance Day, which is supposed to like, support the fallen troops, just like things that make us Canadian, and like little bits of Canadian culture are just getting lost and stuff like that. There's obviously just, you know, a lot of immigration. I think immigration could have been done a little better. But yeah, I think we're going to see

something in Canada really good. I'm really optimistic about it. I think you see it's happening all over the world, right? Not just the US. We saw the results of this election and I think Canada is going to be following suit. I think Canada is in for a big comeback. I'm really excited about it. You're bullish on Canada. I'm bullish on Canada. Yeah. I think it's going to make a big Sue. I think Canada is in for a big comeback. I'm really excited about it. You're bullish on Canada. I'm bullish on Canada. Yeah. I think, I think it's going to make a big comeback.

I think Trudeau is just a complete fucking loser. Like, I don't know. I don't know what's up with that guy. I don't know if he just wanted to stay in power, but I mean, his wife left them fucking, I mean, that guy just needed to get the hell out of the, out of parliament. I saw him correct somebody's language for saying mankind. Shit like that. That's what I mean.

We don't want to use that. We need to use people kind. So that type of shit has been happening just all over Canada. It feels like a Babylon Bee sketch. It doesn't feel like a real politician. Yeah, that's what I mean. It's just like, you need someone that's going to stand up for Canada. Um, and I think there's, there's some good choices.

The Pierre Polivier, I think he would do a really good job at kind of giving Canada a big comeback. Yeah. I didn't know, man. It's a, it is kind of like a, a everywhere there's America and then every other English speaking country is kind of coming second at the moment. Nobody, the same with Britain, the same with Australia, their stock went down an awful lot after COVID

and sort of this overreach and lockdowns and stuff like that. No one has really had a fantastic four years when it comes to branding. Unless Canada becomes the 51st state, right? We don't know, but. Yeah. Yeah, well, it could be 52nd if Greenland goes first.

It's weird, because like because I just went home for Christmas, and it's kind of like 50-50. A lot of people are actually like, yo, that would be kind of sick. Because I think a lot of Canadians want to come to the States. We love traveling here and stuff like that. But then, obviously, there's a lot of Canadians that's like,

no, what the fuck? This is our country. But I think Trump's just trolling when he says that type of shit. Well, you'd know. You've spent enough time with him. I would know. And I think I've spent a lot of time with him,

but the last time that I was with him, which is when we flew on his plane right before the election, I got to see like a more real side of him, kind of like a button down, literally version. Like he had his jacket off, he had a few buttons off, and he was just himself. What does that mean?

What's what is Trump's himself? I don't I can't I don't want to say everything because it's just you know, it's boys boys being boys at the same time. But I don't know it was the way I can explain it is almost like he was like six beers deep, but he wasn't like it was just like he was just having the best time. We were just laughing, cracking jokes, just boys being boys. So I think, and he gets a kick out of getting a reaction out of people.

So I think when he sees this whole 51st state thing and he sees people like reacting to it, he's gonna kind of go with it. And I think it's also kind of like a negotiation tactic too. You know, to really, I mean, the Canadian leaders are all responding to it. It's such an absurd thing, but at the same time, it's becoming so real now that all these Canadian leaders are actually having to respond with it.

That's why you know that the trolls gone far enough. He's so good at trolling that these guys are actually having to respond. Take it seriously. You know what I'm saying? Yeah. Unless they're going to be the governor of Canada. What have you learned since being around him, watching the way that he operates, watching his systems, his staff, his demeanor was the anything that you

took away from spending time with him? That guy's like, I mean, when that guy walks into a room, obviously he just soaks up obviously all the attention in the room. That's one thing I noticed too. One thing I noticed about him too is like, yeah, he's very, he likes to get everybody's opinion, whether you're like his most trusted advisor or someone like me or someone that is just in the room. He's always asking people, what do you think about this?

What do you think about this? What do you think about this? What do you think about this? I noticed that he does that a lot. And I think he's just like subconsciously like kind of collect, it's like a poll he does. And I've noticed that he does that a lot. He's always asking people what they think of something.

And then I think that's how he kind of makes decisions as well. It's interesting. I've heard a lot of criticism around, you know, sort of shallow, fragile ego thing, not necessarily wanting to hear other people that tell him no, or that say things that he doesn't fully understand. But on the flip side, I've also heard a lot of that, that he's always asking

like servers in restaurants and, and the golf caddy for what their opinion is on stuff. So you have this odd dichotomy thing going on. Yeah. He definitely, he definitely loves himself. There's no question about that, but you're right. Yeah, exactly. If you're at a golf course, he's talking to like the back shop guys.

Like he's a people's person, which I find very interesting. I think that's one of his little secrets. And you guys got kind of involved in politics a little bit. Yeah, we did. We, yeah, we We worked with an organization called Send the Vote. So they're like a bipartisan organization and it was just about helping people register to vote. So we kind of pushed that on our social media and stuff because obviously NELC, we kind of own that male 18 to 35 vote.

So yeah, we were responsible for like hundreds of thousands of people registering to vote, which was pretty crazy. Like after the election, like people were coming up to me on the street and like thanking me. Like I'd be at the jam and people were like, people were like walking up to me being like,

yo, thank you. Like thank you for what you did. Like it was kind of like weird, you know? I don't know, I just feel so normal and we were just kind of doing what our heart felt. Like we were obviously big Trump supporters. So yeah, that whole election was crazy. And then Dana White shouted us out

in that the post-election speech, like we were the first ones to get shouted out. So that whole thing was just surreal. And I'm from Canada, so like, I'm not even, I can't even vote. I can't even vote. So like for me to get shout out, shouted out in the post-election speech, like my parents are like, what the fuck? Like everyone's just like, what, this is a fucking simulation. It is bizarre. The crossing over of independent media with mainstream political discourse.

Well, that's what, that's what we saw this election, right? I guess, yeah, all the old news networks now are fascinated. And I had to do a bunch of interviews after that election too. And they're all fascinated with how did the internet win this election? Why are young people so obsessed with the internet? Why do they watch podcasts? Like these people are old. They have no fucking clue what like you and I are doing. Like they really don't.

For us, it's so, it makes so much sense. Like Trump goes on Joe Rogan. Like obviously that's going to be big, but for them, they're like, why was that Joe Rogan thing so big? Like they're that stupid. Yeah, it's odd. I think I take for granted a lot of stuff that to me seems like a, like a normal assumption.

It's like, obviously this reaches a lot of people. Obviously 18 to 35 year old guys are spending more time on YouTube than they are on CNN or MSNBC. Yeah. Like who wouldn't have thought that. And the fact that there's people to that, to whom that is a revelation really makes me, made me realize just how split off and echo chambered, not only the messages that you get within social media,

but even medias themselves now. Yeah, I think we probably take the knowledge that like you and I have for granted, right? Hugely. It's just, yeah, it's so normal. It's so a part of our everyday lives. But yeah, for, especially for older people, they just have, they have no clue what's going on. Yeah, the impact that that has. going on. Yeah. The impact. It's very powerful what we have, obviously we both own our like, it's almost like we own our own network, right? Like we do. So we're in a good spot.

Do you think about, uh, have you got to the stage where there's this sense of responsibility or obligation with sort of what you're doing, what you're saying? We were talking about this in the gym earlier on that as the platform grows, how much of a obligation do you have? Or is it, can you still just, I'm here having fun, just doing my thing, bro. Like, I don't know if you reach a couple of hundred million people a month that. Yeah. It changes.

The key to NELC has always just been as best as we can, just trying to stay true to what I think and what I think is funny. Like I actually like Trump, that's why I fucking supported him. I didn't do it for any other reason, you know what I'm saying? If I didn't like him, I wouldn't have supported him. It's as simple as that.

So I try to stick to that as much as I possibly can. But yeah, obviously as you get bigger, I guess there is more responsibility. But we're so lucky with our fan base that we've always been like the quote unquote, like bad guys or like scumbags. So it's not like we were like Jake Paul or like Logan Paul or like David Dobrik that were more squeaky clean, squeaky clean, you know what I mean? And you're waiting, what did you expect? You're waiting for them to make a mistake. Like they're perfect. And then boom, when they make a mistake, they get canceled.

For us, we've just been scumbags. Like we started as scumbags. We've never been good guys. Like we've been getting arrested since 10 years ago. We've been fucking with people, messing with people. So if anything, we've gotten like, we've actually, we've improved. We've improved as people. We're growing, we're maturing.

So I think that's one thing that I'm always feel blessed with too is that, yeah, our fans just don't really give a shit. You set such low expectations. We set such low expectations. That's the key, set low expectations. Then you can't ever get worse. Yeah, that's funny. I remember Rogan saying something along the lines of,

everybody should always do a comedy set. Everyone should do a comedy set once. So that you can go, hey, what do I know? I'm just a comedian. And you get the like comedian ejector seat, you know, get out of jail free card. And that's the same with you guys. It's like, we just do prank YouTube.

But all those guys were still like, like in terms of partying, I feel like we were like the first people to ever show like alcohol, even in like really YouTube. Like the first time we went to LA, I think like, yeah, no one really showed anything. But behind the scenes, they were obviously doing the same shit, right?

Or worse. Like all the squeaky clean kids were the ones like, that you'd see rip and blow in the fucking Hollywood Hills bathrooms and shit. I swear to God. So it was like, so they're doing it behind the camera, but they have to put on this good boy image, which kind of fucks them. Yeah.

Because everybody's waiting to find out that the holier than thou squeaky clean image is actually broken in some way. Yeah. I mean, the reverse of it being like, you know, Kyle actually went to church on Sunday. That's not a scandal, but the guy that was going to church on Sunday ripping a gator tail the night before is. Talk to me about-

Gator tail. We have a lot of the same lingo. Is UK and Canadian like- I don't know. I guess it's just scumbag working class party people. Right. Uh, and it's a universal language. Yeah.

I imagine. Gator tail is pretty niche. Oh yeah, I suppose so. Yeah. Uh, anyway, it's, I imagine that the Aussies are exactly the same. Everyone's got their own, their own slang. There's only so many different ways that you can talk about sniffing cocaine. Yeah.

Or girls. Exactly. But, um, talk to me about that sort of trip out to LA and sort of what you learned about LA scene, you've done a few, you did the like LA full degen mode, then the orange County thing. Now the Miami thing. What have you learned? Like take me through the different eras of scenes.

Yeah, exactly. Fuck. I mean, yeah, the first, trying to think of the first time I yeah the first time it was me and Jesse at the time We had I believe we Roadtrip there From Toronto to LA so 36 hour drive in his like shitty car Called it the toaster was like a Nissan like one of those boxy ass cars. We had like a cooler of food, just like we packed a bunch of food, put it in the cooler, because like we were dead broke at the time too. And we road tripped a VidCon.

Um, and his, we would stay at fan's houses along the way too. So we just post on Snapchat and say like, Hey, who wants to, we're going to be in St. Louis tonight. We need to crash somewhere. And then I would like add them on snap. I'd FaceTime the people, like make sure they weren't like a fucking psycho. And we ended up staying at over like probably 30 fans houses throughout like our little trips and none of them were ever weird. And then his car broke down in like the middle of the desert. We got stuck there for a week and like we posted again on Snapchat and fans had to come pick us up from Palm Springs and drive us to LA. And then we made it to VidCon. So that was like our first time kind of being around like other YouTubers and seeing like people that were like really poppin successful. I think that was at the time like FaZe, like we met like all those guys. And I remember those guys came up to us too,

like someone FaZeAdapt, he was like really, really big at the time. And he told us like, yo, we watch your videos like every night when we're high and shit. And like, just to see like respect from other big YouTubers at the time, I think that really motivated us. So after that for the next probably five years,

we would do like, we would be in Canada. I was working at a golf course. So I worked like, I did events, I did the back shop, and I would just save up money. And then we would do a trip to LA for like three months, however long we could afford, grind, grind, grind, grind, grind, go back to Canada, try to keep it going.

And that went on for like five years until we officially moved to LA. Yeah, so it was like, it was a crazy time. And every time we'd go home to Canada, things would kind of slow down a little bit, you know, cause you're living at your parents' house. Your parents are kind of in your ear a little bit. My parents were super supportive, but I know Jesse's parents were a little bit in

his ear. Um, but yeah, when we got out to LA, the very first time full-time, it was like definitely a big game changer for us. Which one felt like real life? Did going back home to Canada feel like real life or did LA feel like- I guess, I guess at the time probably going back to LA felt like real life. I think that's kind of sad in a way, right? But yeah, you kind of just outgrow it a little bit.

I think, you know, and I was so blessed to grow up in Canada. The way I grew up was just like completely normal middle class, like just playing street hockey every day after school, running way too much Call of Duty, just normal shit, you know? So, but then you kind of just outgrow it. And I think, yeah, we'd go home and things would just kind of slow down. Everyone around you is kind of, you know, they're all in university too. So then when you go to your friend's houses, like their parents are asking you like kind of, you know, they're all in university too. So then when you go to your friends houses,

like their parents are asking you like, Oh, like, what are your plans? Like, what are you doing? Like, are you going to go back to school? Like you're kind of everywhere you go, you're kind of hit with that question. Like, Oh, are you going to school? What are you doing? Like, what's your plan? And I think that kind of subconsciously like eats at you a little bit too. I think a lot of people get stuck in that messy middle period, that sort of lonely chapter. Maybe they're doing something that's a little bit different to what their friends around them are. Maybe there's some pressure from family, girlfriend.

Everyone. Society to do something that feels a little bit more safe. They're kind of making you feel a little bit like a loser, right? And then you're telling them, oh, well, I'm doing this YouTube thing. And they're like, huh? Like even your friends are kind of like, you know, my friends always

fucking supported me. So I never had like people putting me down, but you feel it a little bit. Right. What would you say to someone who's sort of a little bit younger and has those dreams of breaking out from the mold, but is kind of uncertain. Damn, I think there's almost, I mean, I know in Canada, especially there's almost like more security and like chasing your dream now. Like I think it's, it seems so hard to get a really good job coming out of school now,

especially where I'm from back home. I know people are coming out of school and they just can't get jobs. So I would say, I mean, to me, you only have one life. The scariest thing to me, more than like being broke for a little bit, is like living a life that you don't want to live. You know, I think a lot of people, the main thing is they're just scared to be broke for a little bit. Like they're like, well, how am I going to pay my bills? What am I going to do? And it's like, to be broke for a little bit. Like they're like, well, how am I going to pay my bills? What am I going to do? And it's like, I mean, we were broke for a long time.

Like we were struggling. Like we would sleep in cars. We would sleep at fans houses. Like you got to go through that stage of being broke, being, having no money to, to kind of get to where you need to be. Right. What was the scene in LA like? Cause you were, you guys were there pretty much in sort of the golden era of DGN.

And we were there. We were there when YouTube was probably its biggest. It was, um, like Jake Paul was his probably biggest doing daily vlogs every day. David Dobrik, and then they had the cloud house. So phase banks, I don't know if you know him, but he's like the owner of phase. I give a lot of credit to him. He basically tweeted out at us and just said hey Do you guys want to move into the cloud house and that was like him Alyssa violet? rice gum

summer a Wolfie who was huge at the time? So these were like the biggest youtubers and we're like nowhere on their level and yeah, we land in LA Start driving and we're driving up through the Hollywood Hills and then we pull up to this massive mansion that we see in all these people's videos. And that that was just like completely surreal. Like I couldn't even believe it just walking into that house. Like it's a completely insane house, $100 million. And we got to live there for like six months, rent free,

showed up at Faze Banks, he's a fucking legend. I owe him for life. But yeah, that was a crazy time. Just like, it was Hollywood shit, like house parties. And like, you never knew who was gonna pull up, like Lil Uzi would pull up to your house, or like rappers rappers all the girls It was pretty crazy It was a crazy time and then you go to Orange County

Yeah, so we stayed in LA for a little bit. We got our own house there too after that. We had like The first house we ever signed a lease on to I think we had like probably 20 people living in there and like an eight-bedroom So that was like our very first house. We had one room with like three or like two three-story bunk beds So like six guys sleeping in a movie theater room. Well, yeah It was just like it was kind of like the LA Nelk frat house. So that worked for a bit And were they staff friends staff and friends. I mean, I live with four of my boys

that I grew up with here, but yeah, we probably have like seven of my boys that are on that work for us and do different things, whether it's social media or merch or different stuff that we have going on. But yeah. Do you miss it? Do you miss that LA period, that LA scene?

Yeah, I miss it. It was pretty surreal. I mean, to live in a house like that LA period, that LA scene? Yeah, I miss it. It was pretty surreal. I mean, to live in a house like that and just, I feel like no one really gets to experience that, you know? It was a cool time, but I think, yeah, I think LA is just different now, and now it's more of a, like, it's more of like a TikToki scene.

We don't really need to be around there too much. There's a lot of good podcast guests there too, so we still make LA trips, but we moved to Miami about a year ago and I fucking love it. Talk to me about the difference between LA, Miami. I mean, California is just a little too liberal for us, I think. I don't know, I feel like if we did our whole Trump thing

during the election, I feel like we would have been getting grilled everywhere we went, right? Like we probably would have got shot up on Melrose and shit. It's dangerous there too. I know my boy Stiney, he got his car robbed. It's like turning into a dog. Out in the open? He just parked it and someone just robbed his car. It's pretty dangerous there. I think, and then Florida, just no income tax. For me, I told you it's way closer to Toronto, so I find myself- I always forget about how light it is. Going back home a lot more you, it's way closer to Toronto. So I find myself.

I always forget about going back home a lot more, seeing my family, seeing my friends. How long it is to fly across the country. If you do LA to New York, it's what five hours? Probably six, five and a half. Right. Plus three. And you lose three hours. So it's a red eye within the same country. A day to get there and a day to get back. Two travel days. hours. So it's a red eye within the same country. A day to get there and a day to get back. Two travel days. So yeah, I think LA is just a lot different now. It's just not, it's not quite the same as it used to be. Yeah. But you're locking in a little bit more in Miami as well. Yeah. Like health-wise,

you mean? Yeah. I think this is the best place to kind of be healthy. It's a good HQ for us because we travel so much too. Most of our work is on the road, whether it's NELQ videos or podcasts. So I like coming back here because it, you saw how it was this morning. Like this is all we do when we're home. Like it's like two different lives. One's on the road. And then when we're back here, like I really don't do shit. I wake up, I fucking work out and then I'll just chill, the business moving on my phone keep videos moving planning golf and

Then we go on the road again, and it's chaos So was there a moment that you broke through do you think? With milk. Yeah, you know, I don't think so I think the secret to milk and why we have such a cult following is that there's never been one moment that made us It's just been like this the whole time. There was never like a huge thing. So I think when you blow up that fast, like these like, like Hawk to us or whoever have you, they come and go so fast, right? They get so famous so quickly and people become obsessed with them. And then they're just gone. I think there's also...

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slash modern wisdom that's drink lmnt.com slash modern wisdom. There's a bit of low key resentment that maybe the audience or the wider world has for somebody that appears to have achieved so much fame so quickly. So they go, huh. I wish I was me. If you get picked out of obscurity because you said a funny sentence on a street interview. Yeah. Everybody knows that if not for the chance of God, that could have been one of 100,000 other people. I agree. I agree with that too, but I think, I mean, you know how much work this is behind the

scenes and how strategic you have to be too. For us, like we've been doing this for 10 years. So like you also learn along the way, right? So now where I am, where I am, where the stakes are the highest. And like you said, there's more responsibility. I've learned so many lessons. Don't do this. Don't, you know, maybe don't trust this person.

Don't get into business with this person. These people overnight, 24 hours, they're super famous and they have no fucking clue how this business works, how to trust, who to let in. They have no fucking clue. So they're like, they're pretty much, they're going to get screwed unless they're a genius, right? Some of them last, but most of them don't. You just say yes to the first person that pops up in your DMs, which is

usually the one that's the most sharky. Exactly. And I've almost got screwed by managers and shit too. Like I've been, you've come close to a couple of catastrophes. So close, bro. Decisions that would not make me be here right now, for sure. Really? Yeah, for sure. We've almost signed with a few different managers that maybe even, we were really close to giving equity away, that would have torched us.

So one thing too, if people are listening, you got to be very very careful who you trust you know like having a partner is like it's like a marriage you got to like you got to be careful who you get into business with. So what's the overall lesson there is that move slowly sort of don't make rash decisions? I think so yeah you got to you got to move slow I think yeah you got to get a team of people around you that you can kinda trust, whether it's friends, someone that you can at least bounce ideas off. Cause yeah, I would say just move slow.

Don't react too quickly to things. Sit back and just kinda see how things play out sometimes. Yeah, I get the sense that, especially in the fast moving world of internet content creation, whether it's brand deals, even if you're trying to build a business, you know, there's this, there's always this sense that somebody else could be doing this. What if someone else is starting the same business at the same time as me?

Oh my God, this is good. I need to, I must get it moving and so on and so forth. But the risk of ruin of getting it wrong is a hundred percent. I agree. And the risk of being second or third or fourth to market the risk of ruin of getting it wrong is a hundred percent. I agree. And the risk of being second or third or fourth to market, the likelihood of somebody else having the exact same idea and executing it as well as you can, if you take your time, seems way slower. So yeah, I've- I agree with that. I'd never give a shit about what anyone else is doing, really.

Like maybe I'll get some inspiration from other people, but like, yeah, even some people in our crew will be like, yo, like this person's doing this, like we should be doing this. And I'm like, dude, just relax. Like this is, this game too is a marathon. It's not a sprint. Like the entire social media business is like, it is such a mental marathon that if you get caught up in like what other people are doing or, you know, you're going to lose it. And I think the most important thing with this is you got to keep like, you got to keep your mind right too. That's why I personally don't get caught up in like, if I need like a month off from like doing something or like videos, I don't get caught up on that. Cause I feel like if people look back in 10 years, they're not going to remember like, oh, they took a month off or whatever it is.

So from the business side, what's the most revenue that you guys have generated in a day? Revenue? I mean, our merch business, I don't think anyone's ever really, I feel like we were putting up like Kylie Jenner numbers at that time in the, in the peak of our like merch business when we were uploading NELK every week, um, on the road. Uh, I think our biggest think our biggest was 30 million gross in about 30 minutes. 30 million in revenue. We had 350,000 people waiting on the site at the time of the drop. Like even Shopify was like, what the fuck is going on? Yeah. And that's revenue, right? So that's- That's top line. That's one thing I've never really talked

about too much too is, and I know my part, my old partner, Jesse could, would agree too, is that the revenue sounds nice, but when you talk about profit and how much we were spending on videos, maybe people that we pranked were suing us, like there's, there is so much when you, that number sounds amazing. But in terms of what me and Jesse were chipped away and chipped away, and you

know, like Steve will do it. He was getting paid directly off merch. So what me and Jesse were even able to pocket was like nowhere even near that. It's that line about, uh, revenue is vanity. Profit is sanity. Yeah. I don't even like talking about revenue too much, to be honest. It's just, it sounds great and it's great to brag about, but-

But I think it's a good, I understand what you mean. And it's nice that you're like sufficiently humble, that you don't want to flex the biggest number that you can. Yeah. But on the flip side, what it teaches people is what you can drive in terms of just raw traffic, right? In order to take 30 mil, you need to be able to have. 350,000 people on the site.

Yeah. Correct. Yeah. That that's impressive for sure. Like we'd look at the map of the Shopify. I don't know if you've ever done like a live drop and you can see all the little, it shows where people are on the site from in the entire world. So you just see all these little dots and like, you're seeing people in like India and

like, it was cool. It was a really cool, that era of NELC was like, when was that? That had to be like 2017, maybe 2016. So this is before John, you're now business partner manager. This is before that. Yeah. And you were able to still spin this up just all internally. Yeah.

I mean, that's, that's what drew them to us was the type of numbers we were putting up. I don't, I don't think, I don't know. I don't want to say it, but I don't think anyone's ever really done what we've done with merch and like a YouTube business. What's it that, what, what does the sort of structure of that stuff look like internally? Um, back then, it was all in house. Every everything was in house.

So we would like, we had designers on payroll. We had a bunch of different people that would source stuff from China. Um, all the marketing was done by Osgod. designers on payroll, we had a bunch of different people that would source stuff from China. All the marketing was done by Osgod, who's like our creative genius, he's the goat, he edits all our videos. Everything was done in-house, which was even crazier. So when we would do a drop, there'd be like 25 people and we'd all be in our Nelk frat house.

Just everyone has their laptops open and we're all watching the numbers and stuff. Full Wi- wifi connections. Yeah. But at that time it was crazy because like that was the only thing we were doing, you know? There was no, there was no happy dad. There was no brand deals.

Not even any podcasts. There was no podcast. The only thing we were doing was pushing merch and we, and our fans literally like helped us build this because like we weren't getting paid off YouTube at all. Why? We never got paid off YouTube. We got we were demonetized since day one like for swearing, for alcohol, for drug references. Our videos never got monetized so that was like that's how we built our merch business like we were we were getting used. Because you needed

something that was partner program because the partner program didn't exist. Yeah, we weren't getting paid. So it was kind of a blessing in disguise. We had to get smart and build a business around our audience. So we weren't lying when we were looking into the lens and telling our fans like, Hey guys, if you guys buy merch, like you're keeping the-

I can eat dinner tonight. Yeah, I can eat dinner. And not only that I can make, we can continue to make these videos. So that's how it was like a reoccurring thing where our fans literally kind of helped us make all these videos. I think there's something cool and probably another important lesson there to just linger on about focusing on one thing.

Um, so you need to learn how business works, how, what a good deal looks like, what a bad deal looks like, what good, a good release and, um, build up scheduled, building the anticipation, all of that stuff. And if you try and do it with too many things at once, it's difficult to learn what the lesson is because you're so distributed, you're so spread across all of these different projects that you're not actually focused, you're not drilling in the learnings from this one thing. So for me, it was nightclubs. And for running 15 years of all of these different events, and I would really, really dial in what a good buildup sequence looked like. And I would understand how to use anticipation to get people

to really care about what the outcome was going to be. And then I'd understand what the drop-off in terms of interest was, and then how you can then restart that with more things and more things and more things. And that now gets ported across. When we did the launch for new tonic, I did exactly the same thing. It might as well have been a club night. If you changed it from productivity drink to new club night Fridays at whatever club, it would have been the exact same process, the exact same thing that I'd learned.

And I'm going to guess that it's the same thing that you learned from the merch that you then port across onto happy dad that you then bought across. Oh, we've got a new guest coming out. It's just building hype. Everything, everything in this business is just building hype. Right. And once you learn how to do that, I feel like you can apply it to anything. Talk to me about the principles that you sort of think about when it comes to

building up hype around either a drop new video, new podcast episode, new Happy Dad collab. Like, what are the main areas that you're looking at? I don't know. I'm not the best at kind of defining the way that like my mind works sometimes, but I mean, building hype, yeah, you can't go wrong with just literally what it is, is building hype is like, you know, say it's dropping on this date and then maybe two days later post something else about it, remind people two days later, post something different and engaging, remind them again.

And then the day of, you know, posting like a bunch of times before something happens. I think sometimes it is fire just hitting them with the sneak attack drop too. Cause that goes crazy sometimes. But yeah, you can't go wrong with building hype and doing multiple posts, building anticipation. Yeah. Yeah. I mean, there was this really interesting study that was done that I loved.

Cause I was starting to learn about psychology but I was still in nightlife. And they did, they got people to track their level of happiness throughout the entire day and night of going out on a night out. And you'd think at what point would happiness be at its highest? Maybe 12 midnight when you've got a good enough buzz on and you're with your friends and the music's amazing, but you're not too messy and so on and so forth.

It was way before that, the time when people were happy. The best part of the night's the pregame. Getting ready with your friends when the music. So what does that tell you? It tells you that the absolute bullseye of human pleasure is things are about to be awesome. It's anticipation, right? That's very interesting.

It's not about the payoff. It's about waiting for the payoff. Like the hottest part of sex is not the sex bit. It's the bit as you're taking your clothes off before sex. Yeah. That's the hottest part. Yeah. Because it's the anticipation of what's about to happen. And I think that, you know, what you guys have landed on

and certainly what I've landed on, it's the same reason that we release clips from this podcast before we release the full episode. So this will have a Tuesday clip and a Friday clip. And then the episode goes on the Monday. Yeah. Because it builds up that anticipation. And sometimes people say that it's cruel,

but I think it's just effectively utilizing the human reward system. That's a good way of defining it. Yeah, because the pregame is the best part of the night, for sure. When all the boys are just there before the girls pull up and you're just cranking beers, just chilling. So I can definitely relate to that, actually. Talk to me about the other side then. So if that's the most revenue that you've made in a day,

what about the most money that you've spent in a day? Most money I've spent? I'm not like a huge, I have a few watches and I have like a car, but I think, yeah, the most money I've spent, I guess, was probably, it's not like a purchase, but probably, I retired my parents on the same day about four or five years ago.

So that took about $700,000. So one year at Christmas, I just I had enough money to do it. And like one thing about me is like a lot of people said their parents never supported them. But for me, I would be like nowhere without my parents. I got so fucking lucky. And like my mom just says to like they just had blind faith. Like they just believed in me and they supported me. So when I kinda had enough money to do that,

I just did it. So that took about, yeah, like $700,000 to do that. Yeah, that's a big expense. And then my mom got carried away. I guess she has the free spirit like me. She like invested it in like a bunch of like she didn't fucking retire ethereum No, she put it in crypto. She put it in the fucking housing market and trudeau fucked us over the last five years So now I gotta I just told her this christmas. I gotta re-retire her until she can sell those houses So when when uh trudeau gets the fuck out, she'll be able to sell the two houses that she bought and then uh, yeah, but that's probably, I like spending my money more on like.

Memories and like taking all my friends on like a trip. What about some of the trips? Um, I mean, we just had a, yeah, like this week for new years, like we just went like a bunch of different places. Like we just did like fun shit with everyone, like yachts and like stuff like that, or like we'll go to Cancun and rent a house and just like chill, stuff like that. Like I feel like spending your money on memories and like I love bringing my friends with me and just like having like a sick-ass time. I feel like I spend too much money on that type of shit, but in terms of like

watches or jewelry or shit like that, I'm not super into that. I don't hate it. That's a good, I guess. Memories is the best. I was going to say It's the fucking best. Is the lesson from that, that as somebody who's come into young wealth, you've tried, I'm going to guess, buying expensive car. You just got a new car, new watches, clothes.

But Steve will do it. He bought me my first car. Shout out Steve. So I've actually, this is actually the first car I've probably ever bought to be honest, because Steve will do it bought me my first car. He bought me an Audi RS7. So that was like a hundred and forty grand. Shout out to Steve. He's bought like 40 people cars. So then this, the Audi just shut down. Thing was a piece of shit over like four years later. So I was able to just trade that in as the down payment and then just get this new car. My business manager said it was a great investment

to just finance it. So it's actually the first car I've ever bought. Thank you, business manager. But yeah, the overall lesson there is as you start to accumulate some spare wealth that you think on balance, spending it on experiences, especially experiences that you can share with your friends is the best way to do it. I love that. Yeah. That's my favorite. It's just cause you never forget that shit too.

You know, and it's like, yeah, not everyone can do that shit. So to just, I don't know. That to me is just stuff you never forget. And it just makes you so happy. Having a good ass time with like your boys. Nothing beats that. What are some of your favorite memories from the last few years? Maybe ones that haven't been captured on camera. I mean, if they haven't been captured on camera, it's probably for a reason. So I probably can't really talk about them.

Well, all right, include the ones that have been captured on camera. Yeah, definitely last week, we can't talk about. But I mean, best memories. I think like probably, yeah, one of the coolest things we ever did, I think, was probably the first time we went to Abu Dhabi. I was telling you about that. That to me was like one of the craziest thing. It was the craziest two weeks I've ever had in my life. Cause the UFC brought us out to Abu Dhabi for Khabib's last fight during the COVID bubble, the heat of COVID. Um, so we had to quarantine for a total of like four days to get there. Um, and then that's when we met like Dana White for the very first time in Abu Dhabi. We got like a whole full scale treatment there.

And then one week later we went on Air Force One with Dana too and met Trump for the first time in 2020. So that was like, that's probably the coolest two weeks that like really changed my life. I think that just like every time I think back to it, I'm just like, this is a mind fuck. Like how did this happen to me? It's just yeah. There's been so there's so much crazy shit with Nelk and like over the last 10 years it's just so surreal. I can't even believe it. A quick aside if you're struggling to fall asleep on a

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N T O U S dot com slash modern wisdom, modern wisdom, a checkout. Talk to me about what you've learned since being friends with Dana White. A lot. I've, I've looked up to Dana White like my whole life honestly. Like I've, me and my dad would watch UFC like when I was on Spike TV when it was just like, it was nothing, you know? I've been watching since I was probably in like eighth grade. So I've looked up to Dana White and a lot of the UFC is like way bigger now. I don't know how long you've been following it, but it wasn't the UFC that it was today.

Like right now it's just like, it's such a big brand and stuff, but they had to like battle to build that. So I've kind of seen the evolution of the UFC as I'm sure a lot of people have listening. And like this shit wasn't even like legal in states. Like it used to not be legal in New York. Like I watched these guys like battle state by state, never give up and just build it into this like incredible fucking brand

that it is today. And you see all these other MMA organizations now, it's never going to compete with the UFC. Like the UFC is fucking unmatched. But yeah, so I've always looked up to Dana White for that and just what he's been able to achieve and he's just you can see he's not a quitter from the outside and then when I met him, you can really see like that guy's not a quitter. Also, well even like look how he handled COVID, right? That's what blew up the UFC so much. Like every other sport shut down, UFC was the only one that kept going. Like Dana White was the only commissioner of a sport that was able to keep that sport going all throughout the heat of COVID. Not only keep it going, blow it the fuck up. Like COVID was actually a good thing for the UFC because it was the only thing on. And that guy, yeah, just behind the scenes too, he doesn't quit, you know, and he'll call me and give me advice whenever something's going on that that he'll see.

And yeah, he's like I told you before, he is just the most loyal fucking guy you will ever meet. Like, it's so crazy. Like for us, he'll just... I don't know, it's almost like blind loyalty too, in the same way. It's just like... He's always there for us, no matter what. And even sometimes, like, he just doesn't even need to be, you know? Even if I'm like sick, he'll like call me and be like, yo, you good, bro?

Like you need an IV? Like all sudden, like he's just always there for us. So having a friend like him is, it's truly like insane. What about the way that you've observed him sort of operate from a business perspective, the way that he runs the UFC, the way that he sort of deals with his own interaction with press, with exposure, with scrutiny, with stuff like that. Yeah, I think, I mean, he's obviously a savage, right? Like, even though I'm friends with him, like, I'll literally watch almost every Dana White,

like post UFC press conference, because the guy's just a fucking savage. Like if a media guy goes at him, he's gonna fucking ream them out. You know what to get with Dana White, right? He's himself, he speaks his mind. So with the UFC stuff, we kind of stay away from that. We let him handle the business of that. We don't even really talk UFC business with Dana ever

because he talks about that shit all the fucking time. When we're with him, if we're talking business, we're talking about Happy Dad, we're talking about Howler Head, we're talking about the podcast, or we're talking about maybe new ventures that we want to do together in the future. And we've never had like any type of partnership like with Dana or the UFC besides like some clothing, but there's no like, there's no formal agreement. Like even with Happy Dad and Howlerhead,

I know Dana had offered me like a little piece of Howlerhead back in the day. And like, I kind of just told him in the most respectful way, like, I'm really appreciative of this, but like, I just want to do whatever you want me to do. And I don't want to take a percentage of your company. Like, I just want to remain friends and like, let's just help each other. And he was on the same page.

And I think, I think you're like really respected that. So with happy dad, he's fucking helped us so much. Like we'll go and do happy dad, howler head tours together and stuff. So he's kind of like the uncle of Nelk, right? He's pretty much like a Nelk boy. The big scary uncle of Nelk. Big scary He's pretty much like a Nelk boy. The big scary uncle of Nelk. Big scary uncle that you don't fuck around with. Yeah.

Yeah. No, that guy's, he's a legend. Everyone that knows him in real life knows like how great of a person he is. It's wild, you know, to think that that's able to come across. I haven't met Dana, but from conversations that I've seen him have, from stories that I've heard behind the scenes, from stories that I've seen him have from stories that I've heard behind the scenes from stories that I've heard in public, uh, it is absurd to have somebody that's kind of at the head of an organization like that, who's the one

that seems to have the most credibility, this sort of unwavering commitment to his word, like even to a fault a lot of the time, even when he fucks up and he just decides to be as upfront as possible. I don't know how he does it, but he does it. And that's why he's Dana White. He's just a fucking savage. Well, I think what people are really desperate for is authenticity. Yeah.

Like they're really, really hungry for authenticity. One of the problems is that if you realize that authenticity is something that people like and resonate with, you can try to sort of speed run it or growth hack it somehow, which is the exact opposite of authentic. You can't inauthentically be authentic, you know? And I think people can just tell. They know when you're playing a game, when you're trying to manipulate them. And even if you don't know why, when you're trying to manipulate them.

And even if you don't know why, even if you can't say what it is, we've got this weird sixth sense that exists behind the back of our head somewhere and you go. I don't know, man, there's something, summing up here. I just don't get Trudeau perfect example of this with Trudeau. Like tell me what it is about that guy that makes you not trust him. Maybe you can point to specific statements he's made and all the rest of it. But you could just tell he's a fucking slime ball. Largely. It's just the fact that he's got this slippery demeanor.

Yeah. You think, Hey, I don't fucking trust you guy. And. He fooled everyone with the free weed legalization when he first ran. What's that? I think, I think that's like when he first ran, it's just because he was going to legalize weed. Like that's why everyone loved them. Okay.

That never came to fruition. No, it did. It's legal in Canada. Okay. Yeah. So I guess he did one good thing. Delivered on a promise. Yeah.

Uh, but yeah, it's watching Dana operate, especially at that level, especially with the additional amount of scrutiny and all the rest of the stuff that's happened is wild. It's very, very, like I just, he just likes to win to one thing about him. I know what drives him and it's proving people wrong. And that's kind of one thing I think me and him have in common is we both like, just like shutting people up, you know, like whether it's fans in the comments or for him, it's the media shutting people up is a good fucking feeling. You know what like whether it's fans in the comments or for him, it's the media. Shutting people up is a good fucking feeling.

You know what I mean? When everyone's saying something and they're all counting you out, it just drives you. And you're like, I just want to shut these people up so fucking badly. I think that's one thing that drives both of us. And then you come back with the W. You come back with the dub. Yeah. Yeah.

That's an interesting energy. You know what I mean by that or no? I know exactly what you mean by it. Yeah, it's a really interesting energy to think about how- You need that sometimes I feel. Well, dude- Proving people wrong, I think-

It's a fucking potent fuel. Yeah. It's an incredibly potent fuel. And it's one that you can use very, very effectively, especially, you know, I've heard Dana talk about this a couple of times, especially with regards to Trump, you know, that he is happy to burn everything down. I mean, he said, uh, there's a story that he talks about to do with Rogan. I think where somebody didn't want Rogan to be a part of some, something moving

forward or he'd been a, maybe it was one of the scandals. Oh yeah. It's probably when Joe said something. Fuck. Yeah. The CNN thing or whatever it might be. And Dana was prepared to burn everything for one guy. Yeah.

Of course. And you think that's in some ways that's really not good business acumen, but what you're up, you're, you're working off of such unbelievable loyalty that the business gets ripped along for the ride. And what does it tell people? What's the subtext that it tells people about the business? This is a business that is going to do what it says and you can have complete and utter faith in it. Yep.

And, uh, especially, you know, the world of fight sports, we've seen it, how many times over the last couple of months, uh, Tyson and Jake Paul and the number of criticisms, oh, it's a thrown fight. The, it's the three fight clause, et cetera. Usyk fury, rematch clauses, they're not actually fully throwing punches, all of this sort of stuff. And I think that it's really important to have for something like the UFC where... You can trust it.

Even the fucking sniff that this wasn't legitimate, the entire organization. I'm sure there has to have been some fights that have been a little manipulated here or there because the UFC has done... But once they're in the cage it's done. Yeah, I mean, it's the UFC. But you've got to have the guy. They obviously help put people in the cage that they wanna, I mean, that's obvious, but like, once they're in the cage, it's up to you.

You know, they're not fighting for you when you're in the cage. Yeah. Yeah. Can we talk about the Bob situation? Yeah. That full arc thing. So give us the 30,000 foot view the Bob situation? Yeah. That full arc thing. So give us the, give us the 30,000 foot view of Bob Manoring.

I still don't really understand it. I mean, we still like chirp each other about it. I don't know what he was looking for. I mean, if you asked Drew, our guy, like he, he said that we owed him money and we just didn't. So he's a part of the pod. He started the pod. Then he was part of the pod. He started the pod. Then he was part of the pod.

Bob was doing his thing, right? He was Bob's invite. Me and Bob are great friends now. And like, I hope we will remain great friends. Hopefully. Um, he's a great guy. He's talented. He's funny.

So I wanted to start a podcast and I was always thinking of who to start it with. And I was like, yo, I think this Bob guy is really funny. Right? So we gave him a great fucking deal. I think it was like 7, 7,500 to $10,000 an episode, 30% of the ads. And by the way, he has no YouTube channel. He's launched like four unsuccessful pods at this point, like four different ones. So it's like, Bob, just show up, make some good money.

Let me keep this consistent. Let me bring the structure to this. So we're doing good. And then, yeah, I think, I don't know if he had bad people in his ear that were kind of telling him stuff or whatever it was. But, yeah, I don't know. I think he just thought for some reason we were screwing him. And, or he was missing out on money that he just wasn't missing out on. And that he just freaked out. I don't know. I don't know if he was at a bad and everything went nuclear Yeah, I don't know if he was at a bad place in his life or something as well, too. But Um, yeah, we weren't cool for a while and that was like the first time I ever really went through some like I stayed quiet for a while, which I always will I stay quiet until

Someone really fucking pushes me to the edge, you know? Because I don't want to... I never got big by like attacking people online or like airing out personal shit. So that's just not... Even though I could get views doing it, you know? That's just not me. So I kind of just had to sit back and wait till Bob kind of forced me to a point where I had to like Just kind of own his ass a little bit and people kind of saw right through it and we just came with the receipts

And That was it. And yeah, we weren't then he like sued us and shit and it was a whole thing We we did like a thing that we like joke about now, too. We had to do a mediation Which is like that was like part of the clause. Like if there's ever a different disagreement, you guys have to go into mediation. So we had to get on to a Zoom call. Divorce counseling. Divorce counseling.

So we had to get on like our side and his side with this lady, Judge Nagel, who we like joke about now. And like he got on and his side was just, they were like internally arguing like in front of like all of us. It was just like, it was a like in front of like all of us it was just like it was a complete mess and the judge told us she came into our room and told us like listen i'm not going to lead a horse to water but they have absolutely no case against you guys whatsoever like the judge told us that i don't even know she was supposed to but that's what she told us so to

me the whole thing was just hilarious. But we both wasted legal money for no reason. So we eventually came to just agreement to drop it. And I was like, Bob, if you want to come on the pod whenever you want, like come promote whatever you want. You can bring ads on the podcast if you want, like just like any other guest, you know, like if Wiz Khalifa comes on and he wants us to talk about his weed, go ahead. But he hasn't, he's been on the pod and he hasn't brought one single ad. So he's just, but he's back on the pod now. He sees back on like in and out.

Yeah. I mean, we're cool. It was kind of just, I don't know, we'll see what happens, but he's not back on like full time. He's just kind of in and out. But yeah, it was a very, it was an interesting situation. One of the things that we were talking about in the gym earlier on is keeping your private life private, uh, and the, you can run a business and have people

talk about the business, but having people talk about how you run your business, having people talk about how you run your podcast, I think, um, not good. Like people are talking about the wrong things. Yeah. So it was that degree of, uh, operational exposure was, was that that's a what for the, when you and Bob are having this sort of fallout and then there's all of this kind of exposure of internal backbiting-y type stuff.

I don't enjoy that shit. Like I know everyone on the internet now, it's all about drama. Correct. And like, I mean, we could start drama with people too, or like whoever it is, but that's just not how we got big, you know? Like we've never started drama with people.

It's always just been about making funny shit. So for me, any opportunity we have to like, I don't know, I just don't look to that to get clout or views. That's just not me. It's my least, it's my least favorite kind of. Yeah, like that was, that was when I was just pushed to the edge, you know? So like I'm all, I'm just going to stay quiet until it's to the point where I have to defend myself. I don't want to, but that's kind of the way that I work. I just, uh, I dunno.

There is, we're really kind of in the, the era of criticism. Yeah. Drama drama is huge on the internet. All people want to see is people fight and fucking just go at each other. They said this thing. Oh my God, this singer with that girl and she's released these texts and so on and so forth. Yep.

I don't know, man. Like that's my- It's like the streamers, the whole streamers is like, it's a lot about beef and stuff like that. It's all about beef. It's just, it that energy- Yeah, the clip era, I feel like, the clipping era that we're in kind of changed that, right?

It's so quick, it's so fast, like- Well, the most, the biggest thing that you can get on YouTube is timeliness. So we realized this last year. I'd known that it was a big deal for a while that you're sort of basically being a news ish channel, but as mainstream news is declining, people are looking to YouTube for their news so much more and search volume is such an important driver. So Trump gets shot and then 36 hours later, I bring Tim Kennedy on whatever

it is 72 hours later, I bring Mike Baker on. So I've got one Green Beret, one ex CIA guy who's still involved in intelligence stuff and it was nice or whatever that people are interested in that I have people that have got a genuine expertise and we can talk about this sort of stuff. But it was almost in some ways a little bit disheartening how much those episodes blow up because you think, oh, there's no reason. The episodes were great, but they didn't need to be great. It was just something that was timely.

And what's the most timely thing that you can do? Be start drama and be involved in the drama and just keep talking about it back and forth and if you look back I guess that's just human nature right a hundred percent it's the most tabloid it's the most important I don't know why we're like that but we just love to see negative shit about well there's some there's some really interesting potential evidence about why the human brain grew to be as big as it did, which is that it wasn't so we could use tools correctly or so that we could remember the location of plants, but because when you have a 150 person tribe broken down into 30 person pods or whatever, for me to be able to remember

Kyle and Kyle's relationship with Dean and the fact that Kyle and Dean used to be friends, but they're not anymore. And John has actually come in and John is now Kyle's best friend. So Dean's kind of feeling about that. When you start to scale that up is really computationally difficult, which is why you need a lot of abilities, but it also means that that is so important and salient to you. Like if you, I don't think humans are particularly good at working out.

This is some dramatic social information that I need to pay attention to versus some dramatic social information that has absolutely nothing to do with me. It's just drama. Therefore I must be able to pay attention and therefore it's going to pull me in. It's going to suck me in. And if you were to look back, I think across your week's watch time history, your pie chart of that, the, I would doubt if anybody looks at the, however, many percent, 30% 50% more that they look at drama farming stuff and go time well spent.

Like who's saying that? No one's saying that. No one looks at it and goes really glad that I watched that Brianna chicken fry take down summary video again for the third time that I watched that Brianna chicken fry takedown summary video again for the third time that I've seen from two other different channels. But even that shit, yeah, that shit got crazy bees, which is, I watched it. Of course, we all watched it. You can't not watch it.

It's like the black hole of content. It just sucks you. No, it's just, yeah, it's just human nature, I guess. I don't know why. We like to see negative shit about each other. A quick aside, traveling should be about the journey, not send it. The chaos, the headset.

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Is it weird having Steve, right? We bumped into Steve this morning in the gym. Is it, how odd has it been playing that balancing game now where it sucks, bro? I mean, you know, like Nelk's not the same without Steve. Like there's no, and you can't show him. There's no question about it. I mean, Steve will do it was like, he was like the biggest one in milk. I mean, like he was like, he was more, he was

bigger than me, like at the time too. Like, so yeah, it's, it's a very weird situation. I don't, I don't quite understand it. I mean, I guess he was banned for like putting a gambling link in his URL, But I don't know. I think, I think that was just an excuse. Something deep. To be honest.

Yeah. I think, I mean, he was repping Trump pretty hard at the time and that that was a different time back then too. And then Steve is just like a lot of people, I don't know if people know, but he is one of the most like naturally like funny guys in like his own way like he has like very dark humor and Like I I personally love his dark humor too like I think it's hilarious

But I guess there's just certain shit that you just can't say on YouTube. You know what I'm saying, so I Think YouTube was seeing like some of his dark humor shit, and they're like this is a ticking time bomb waiting to happen. And one thing I've learned from YouTube too, is they don't YouTube doesn't like negative press about about YouTubers. YouTube because that's gonna fuck their right, right? Like their advertisers don't like that press too. So I know we learned that during COVID, during COVID we were like kind of traveling, still making videos and we showed up to a college to film something and we didn't even post any things ourselves. Like we just like went to the college and we were filming, but other people were taking Snapchats of us.

And through that, it gained a huge crowd. So it looked the all the articles were youtubers host mass gathering youtubers this youtubers that and we got like a manual email from YouTube which you never get you always know when it's like automated right and this said like hey NELC boys which is like NELC boys is not even on our channel at YouTube at all it's like NELC so and it was a custom email that said you guys need to watch your off off platform responsibility, which basically means like, we're giving you guys one last warning before you we delete you or they're

like or your channels deleted. So at that time, this was and we're like, Jesus, like we're walking on eggshells. So I think since I've had that experience, it's kind of the at the end of the day, they're just trying to make money in that YouTube office, right? So if they're looking at Steve and they're saying this guy's making a bunch of... Crazy jokes. Flying close to the sun. Flying... Probably flying in the sun. He flies in the fucking sun, bro.

He's going straight through it. Yeah, like his videos were fucking hilarious. Like, and the jokes that he makes are fucking hilarious. So he was flying in the sun, for sure. Probably right in the jokes that he makes are fucking hilarious. So he was flying in the sun for sure. Probably right in the fucking center. And I think, I think they just used the gambling thing as an excuse, to be honest. And then I think Steve knows probably, he probably could have handled after the strategy of after getting deleted, he probably could have handled it a bit more

diplomatic and strategic But still I think I mean for them to take his channel down is just like all of them is fucking crazy And then not only that to tell us that We can't even have him in our videos So the editors or or our channel will be deleted the editors on the back end must permanently have this Steve filter Well, then it now it's created this weird thing where it's like Steve also When I met when it's always created this weird thing where Steve's around and he obviously wants you know He wants no to be successful too, and he wants no to keep going. He's not the guy

That's like yo put me in the shit put me in the shit that's not him right our ultimate goal Steve. When I first met him, I feel like was to just kind of like help him and make him financially successful. And our main goal was to start this Happy Dad. So that's Steve. Steve and mine's ultimate goal is to build Happy Dad up into a billion dollar company. So Steve wants obviously Nelk to be successful. He wants us to keep pushing Happy Dad but yeah I really think that they at least need to start with letting him be in Nelk videos or something else and it's weird because he'll go on other people's channels and

like they won't pick on, they won't pick on those channels but for some reason like why why is it only us you told specifically that he can't be in videos. Yeah we were told very specifically that's on the flake on the flake and it's like somebody being unpersoned. It's fucked yeah and i think it's gonna bring tate on you know most- Tate gets deleted on our shit too. Okay. Which is weird. Maybe you can't. Yeah, FullSend podcast Tate got deleted, but I know what you mean. Yeah, it's just-

Your Trump one got taken down as well, right? The first one, yeah. But we need, I think we need, in closing to that, we need to like, they should let his channel come back, I think, eventually. It's been long enough. And then to start, they should let him be in like, or they like, they don't let him be

in Bradley Martin's content. Like it's fucked. Like they should let him be in like, uh, or they, like, they don't let them be in Bradley Martin's content. Like it's fucked. Like they got to let him be on YouTube now. Like the culture shifting now to like, let's talk about the Zuckerberg Chad transformation. Yeah. Uh, I'm conflicted about this Zuck thing because part of me thinks moving in the right direction, nice to see a return to freedom of speech, et cetera.

But another part of me thinks this is just blowing with the wind. You were cucked when the cucks were in office and you're bigoted now the bigots are in office, like Judge Mendeley, uh, only half joking. And I, I dunno, I get it. I get that people like the idea of it moving in the direction that they want, but it does seem like kind of a, a pretty thinly veiled now that the free speech people are in power will just do whatever they think is cool.

Does no one see that? Like, doesn't it? I see it. I see it. now that the free speech people are in power, will just do whatever they think is cool. Does no one see that? Like, doesn't it? I see it, I see it. And I kind of saw it coming too. And like, I think that's what people don't get to is like, at the end of the day, these are all companies that just want to make money.

Like whether it's YouTube or Facebook meta, right? Like, I feel like it's not really a personal vendetta they have against these people. It's just like, they're sitting in a boardroom and they're trying to figure out how to make money, right? So they're going to follow the money. So now like obviously, Zuck sees what's happening with X. He's smart too. And at the end of the day, it's a W for everyone.

Like what was about to happen if Trump didn't win was fucking scary. Like we were about to lose like free speech. Like I think we would have lost it completely. I mean, it's hard to imagine, but thank God like the, he won and the way that he won reflected where culturally we're at. But yeah, I think Zach obviously, he probably sick of just getting chirped all the time too, at the same time too, right?

Like Elon Musk gets to be the man and gets all this praise and like everyone's always ripping on Zuck and Zuck's probably just like, fuck, I want to be the man too, like Elon. But I think it was very smart. I mean, there's no better person again to bring on than Dana. I think that was that's so smart because Dana is always going to be for the people. Um, he loves social media too. Like he gets a kick out of just like seeing, like he's always showing us numbers and stuff too, like we're sending like our biggest reels that do well and shit. So he understands social media and then yeah, he's, he's for the people. He's always going to be for, uh, for free speech, like UFC is for free speech.

So yeah, I think Zuck just, he had no choice. That transformation is crazy of his visually, ideologically, in terms of the way that he presents Zuck. Yeah. Yeah. Crazy. I know. I think it was just that.

I think he just wanted to like, I think he just wants to be kind of cool, right? Boys club. Yeah. He wants to join the boys club. We'll see. We'll let him in, right? Yeah. Well, I tell you what's weird when you're thinking about the ecosystem of social media, that you don't have an equivalent front and center person on YouTube. True.

You don't have, I mean, is it still that Susanna lady? Maybe Steve will do it soon. Wow. I mean, that would be an absolute U-turn. But yeah, look, I- Yeah, she's gone. I like, I like the fact that, I like the fact that Facebook... Even Twitch has someone now too, right? I think that older guy that's like, I think he's like the CEO or something.

Maybe. But yeah, YouTube, that's interesting. I like the fact that Facebook, and that obviously means downstream from that, WhatsApp and Instagram. Instagram's a big, I'm still shadow banned. I like the fact that, um, Facebook and that obviously means downstream from that WhatsApp and Instagram Instagram. It's a big, I'm still shadow ban. I've been shadow banned since the week before the election on Instagram for sharing, you remember Kamala Harris had the phone up and then showed it

and it was her camera. Yeah. I got, I'm still since then, uh, whatever it is down regulated in feed, you know, all of the little yellow, orange circles on the backend got tons of orange circles that I can't get rid of cause it's a story. So I can't delete the thing and it's because of, it's because of the fact checkers. So the exact thing that they just brought up is the reason that I've been.

I'm thinking that I am glad about, uh, and overall it is a good thing, but I'm just a little skeptical about the purity of the motivations for why. There's no purity. There's no purity. They're following the money. They have no choice. I mean, the election was like a reflection of where society's at. Like, they have to be idiots not to like see like, holy shit, we got to adjust.

But at the end of the day, it's a W for society. And it's funny that the two, uh, the two topics that they highlighted as well were gender and immigration, but probably the two most, at least from a campaign perspective, the two most aligned talking points when it came to what the candidates were driving home from ads, right? There was that, um, ads that the Trump team, uh, Kamala is for they, them, Trump is for you. Yeah. And one of the most successful political ads in the recent history. I think a third of their budget was spent on that one ad, some absurd amount of the

budget. And then immigration was, you know, the flag that was planted in the ground by the Republican side, as this is the thing that we're pushing back against. I think interesting that those are the two flash points that you're enabling now on Metta. What would he mean they're enabling it? Well, when they talked about these are the sort of topics, there were two

topics that they specifically called out as being ones that would be, um, discussion would not be censored around as much and it was gender. There were two topics that they specifically called out as being ones that would be, um, discussion would not be censored around as much. Mm. And it was gender. Ah. And immigration. They also happened to be the two biggest talking points when it came to the campaign trail.

So that's a new thing they're doing? They just said? This, yeah, it was part of the big announcement. Um, a couple of the guys, some representative went on Fox and was talking about it, but I think it's actually written in the sun. I mean, yeah, if you're Zuck, you got to be like, he's obviously not an idiot, but you got to be a complete tool to not see where, like he has no choice. Like it's pretty obvious, right?

I mean, and they're going to have to make all those adjustments. I mean, yeah, I don't know why people don't see it. It's people are just going to follow the money always, right? I'm interested in what keeps driving you. You've mentioned proving people wrong is a part of it. Uh, but that only takes you so far. I think doing something for a decade, however, many hundreds of uploads, thousands of uploads, including all of the shorts and all of the work and

sourcing and creating, spinning something up internally. I don't think people realize just how much work that is. Yeah. What is it that keeps you motivated and keeps driving you forward after doing this for so long? I mean, I really fucking like enjoy what we do, honestly. Like I really do. And like, I'll go through waves of maybe there's a bad video or there's

a bad moment on social media, but for the most part, like I'll go through waves of maybe there's a bad video or there's a bad moment on social media but for the most part Like I really fucking love this shit like I started doing this for fun Just making videos uploading them not making any money and I was making like All types of videos like see I wanted to be a director when I was younger So I was making like short films that were serious I was making skits and then we were doing pranks where I just loved creating like thinking of something

Filming it I would edit it myself post it and then you get that It's like entertaining, you know, you get that reaction back from people saying they loved it. It's like a good feeling So I don't think I've lost that whatsoever, you know, even our like our latest milk video I was telling you like the tribe video we did. It was just fun, like the whole process from thinking of the idea to planning it, like getting on the call with Forrest and talking about doing it to traveling there to filming it. And then we get home, sitting with the editors editing it and you know we're choosing the music we're choosing the font we're choosing just the storyline and then posting it and getting all that great feedback watching

the numbers go crazy the entire process is fun and I don't I mean I don't know what else I would be I would be doing I I don't wanna go back and work at the golf course. That's one thing I do really love it. And then, yeah, I mean, obviously wanna be like financially free, I think. I don't know if we can do NELQ forever, maybe we can. Maybe it's like we have kids and we're still doing like dad's trips or some shit

and we're bringing the babies and stuff. Happy dad in one hand, child in another. Exactly. There you go. There we go. Oh yeah. We're going to definitely keep going. But yeah, I mean, it would be with happy dad.

Our ultimate goal is to build it into a billion dollar business. And yeah, so there's two sides to it. There's just the content and then happy dad is our main. What are you more passionate about at the moment? I think I'm passionate about both equally. I love, I think that's one thing that like my partner, like John tells me too, is like, I can just switch from like a creative side to like a business side, like, like that, like with a light switch, you know?

So I love like being completely creative and like making a video. And then I also love getting strategic and like helping build a business. So it's almost like I have two hats that I get to wear and I'm constantly switching them, which I think fucks with my mind a little bit too. And then sometimes I got to babysit all these fuckers too.

Like, I don't know if you know Stiney, all like all these guys are fucked. I'm fucked too, but. So there's a few different hats that I have to babysit all these fuckers too. Like, I don't know if you know Stiney, all like all these guys are fucked. I'm fucked too, but. So there's a few different hats that I have to wear. A quick note, I partnered with Function because I wanted a smarter, more comprehensive way to understand what's happening inside of my body. Twice a year, they run lab tests

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slash modern wisdom. That's functionhealth.com slash modern wisdom. That's functionhealth.com slash modern wisdom. That's a strange one. I suppose that you made a name for yourself and still now sort of continue to as being the fun older brother, or I guess a younger brother and then now older brother for most of your audience. Uh, but because you're the front man and the leader and one that's under a lot of scrutiny and one that has to make a lot of the decisions and stuff like that, uh, there's a sense of obligation as well.

So balancing, I want to have fun with, I want to be the fun uncle, fun, fun, older brother type thing with the, I also need to be the responsible leader, figurehead thing. That's something I feel. It never used to be like that too much, but now I find myself doing that more than ever. But you're the boss. I know, but I never, like,

it gets fucking annoying sometimes too, bro. To be the buzzkill? Yeah. Of course. Of course it does. It's also like, just don't make me be a buzzkill. Like I don't wanna fucking have to like rip you a new one. I don't wanna have to fucking rip you a new one. The reason you're stepping in to do it

is because you haven't done the thing that I asked you to do. But like, some people just don't wanna fucking have to like rip you a new one. I don't wanna have to fucking rip you a new one. The reason you're stepping in to do it is because you haven't done the thing that I asked you to do. But like some people just don't learn unless you fucking rip them a new asshole. So it's like, it gets, but it does frustrate me and it gets annoying. So now some things I just kind of let go. I'm kind of only focused on what affects Nelk. Like I can't, I've learned I also can't help everybody.

I can tell you something once, I could tell you something twice. If you're gonna keep doing it, that's gonna be up to you. You know what I'm saying? Like there's not enough time in my day to babysit everyone's personal lives. I get like, I don't know,

I care about people that are close to me a lot too. So I try to help people as much as I can, but yeah, it gets, there's only so much time in a day. At the end of the day, people are going to do what they kind of want to do. Yeah. There's a few, um, I think Elon's probably a pretty good example of this, but I read a sci-fi and novels and stuff like that. And, and in, in those books, a lot of the time, uh, the person that's the figurehead, that's usually the protagonist in the, in the book or whatever, you get to observe inside of

their own mind, the price that they need to pay in order to be a leader, the fact that they need to do things or say things or make sacrifices, um, Ernest Shackleton, the guy who attempted an Antarctic crossing in, in the sort of 19 tens, um, he had so many, uh many self doubts that he wrote in his diary. He had so much concern and didn't know if people were going to survive, didn't know if they were going to be able to make it through multiple Antarctic winters. And you sort of see him writing these things down in his diary and then stepping out there to put on this brave face that inspires everybody around him.

And it's kind of interesting the, the unique costs that a leader has to pay, uh, in order to keep driving something forward. And there are sort of certain very unique challenges that only maybe within, even within an organization, maybe only two people, or one person or a couple of, you know, very, very small group of people actually have to deal with. And everybody else kind of gets to come along for the ride. Everybody else gets to be coached along.

And main character energy and sort of assuming that you're the most important person in the story is kind of how everybody sees their life, right? Everybody sees their world as the main character. But if you actually look at anybody else's world, at best you're a side character. At best you're like some ancillary dude that came in partway through.

But if you really want to be that main character, if you like the idea of being the leader, if you like the idea of being a figurehead, the person that's driving this thing forward, there will be prices that you need to pay. Very, very particular, unique, lonely prices that you can put a brave face on it or you can grin about it as much as you want, but ultimately there is a lot of shit to eat

and you are going to have to eat it. 100%. It comes with the territory. I would never complain about it. It just, yeah, I've, that's something kind of that I've had to deal with more recently as our business has grown. As like you said, yeah, the stakes are higher now. There's more responsibility So back then when we're just fucking around and we're you know, now it's the stakes are higher So there's a lot more on the line. There's a lot more on the line. What's the uh, what's the toughest part of your job? I don't want to sound like a bitch or like complaining cuz like they're like what I I'm so fucking grateful for like my bitch or like complaining because like They're like what I do

I'm so fucking grateful for like my life and my job and stuff But I mean if there's one thing that just burns me out, maybe it's just traveling like a lot all the time the lack of a the lack of a routine and Like structure. Yeah that that can burn me out. Like if we're traveling all the time That can burn me out, like if we're traveling all the time. Back when we were probably drinking a lot and partying, that was starting to burn me out a lot. Starting to lose it a little bit maybe, but. How so?

Not like lose it, but just, I mean, as you get older, bro, too, we were talking about it too, like, bro, I obviously just can't fucking, I can't drink like I used to. obviously when I'm 21 I didn't even know what a hangover was I'm 30 now so I get hung like a fucking it feels like I got hit by a bus you know so I think it's just it's that too so when we're part if we're like traveling and drinking a lot too that can bring me out. I love, I mean, I love having a routine too. Like when I'm in Miami and I'm just on my shit, like just exactly what we did this morning, dialed, working out, that feels really, really good to me.

Now, the older I get, I think the simple things just become more and more important and just taking care of yourself, keeping your mind right. So if there's one thing, it's just that, it's just the traveling sometimes burns you out. Do you lose motivation or do you get, have low points? It seems like you, you have this sort of quite upbeat mentality a lot of the time, not only that that's your disposition, but also that you need to be that for everybody else. They're going to look to you while Kyle's got to bring the vibe to this thing. Yeah. But I think, I think I definitely lose,

I think I lose motivation sometimes. I mean, I think everyone goes through points where, yeah, maybe you just get low or you kind of question like, Oh, do I want to do this? Like, what's the point of this anymore? You know, I've gone through phases like that where it's just like yeah you're just like why do I need to do this you know what if but I think those are just like little funks that everybody has and you kind of just got a break out of them and you got to kind of like look at stuff from like an outside perspective too yeah I think I'm so grateful to have this life and like everything I've built. So if you think about other people's lives or what they have or what their problems are compared to yours, I find that's like a great thing.

I do sometimes just whenever you're complaining about something, like really take a look at what you're fucking complaining about compared to other people's problems. So anytime I find myself in a funk, I'll kind of just think of that and be like, yo, this is my problem compared to like someone else's problem. Like look around me, look what I've got. Not even material wise, like I have fucking a great family. I have fucking great friends. I have a great life.

Like some people don't have that. So all the stuff you kind of take for granted sometimes, not everyone has. How much do you rely on the sort of group around you? Do you think he could do this? You couldn't do this on your own? Nah, the group we have right now is like fucking really, really solid. Like obviously I have Gabe, who's like my assistant, like that guy's, he's the best. Like we've become best friends too and he's like

there's no one better than him in anything um yeah i mean osgod who edits all our videos sean haney brett judd there's just like a whole crew of like our whole team is just like so good and i think that's what's as we get bigger bigger, that's what's really important. It's like having this team. It's never a one man army for sure. And yeah, now like the crew we have, it's like, we're all great friends. We hang out, like we work out, we party. So I was telling you, I've been spending more time around bands. And I think a lot of what is happening in new media is reinventing what

already happened in old media. So there's ad breaks, right? And sometimes there's a little transition sounds between ads and there's regular guests that come up and sometimes there's segments. And so it's like, all of this existed in radio, all of this existed in TV. But when I was thinking about how people that travel a lot, like what is an existing artistic endeavor or project that has some degree of travel in it, some degree of, um, sort of difficult, uh, sleep and wake schedule, maybe there's some

partying, there's a, um, obligation for performance, all of this stuff. Like, well, comedians and bands are two good examples of this. So I've been looking quite closely at how bands sort of maintain their motivation. And one of the fascinating things around that is you can have somebody who is an amazing musician who would perform phenomenally on stage that the audience might love, but they're a shit hang. And, or vice versa. There's someone that's an amazing hang that's great for the morale behind the scenes, but can't deliver what they need to do when it comes to this.

And basically my point being that even with comedians, a lot of them will have some sort of tour manager or a warmup act that goes with them. And yet should the, the TM's got a job to do checking into the hotel, dealing with delays, et cetera. The warmup act's got a job to do. They need to make sure that the crowd is nice and ready for you to come on stage and they'll give you a hand. But what are they really there for?

They're there for morale. They're there to keep, to keep your vibe good. And, um, yeah, I think that's something that I, being the solo printer type degen thing, working away in his room in solitude for a long time. I think that's a lesson that I kind of overlooked that I've done this on my own for, you know, seven years now, I don't need anyone, the fuck it. I'll just keep doing this and go, yeah, you're going to get yourself to the stage where you need to lean on other people

because you're just going to, your tank's going to be empty. And, um, yeah, that's something, especially observing you guys and seeing how important that group dynamic is and everybody's here. It's your house. Yeah. Right. It's our house. Yeah.

Uh, but everybody's in here. Everybody's there for the hang. Something, something blows up, you know, someone's coming for you. Someone's criticizing you. They're there to help support you. Something blows up. You know, someone's coming for you. Someone's criticizing you. They're there to help support you. Something goes well. They're there to celebrate it with you. And we glorify the sort of Sigma male Lone Ranger.

I'm gonna do it on my own thing. I don't think that that's the best way to do it, to enjoy the good times. And I don't think it's the best way to do it to weather the bad times. And I don't think it's the best way to do it to weather the bad times either. I agree. Yeah, no, we, the crew we have right now is like, we're all just, we're all just friends. So it's like, yeah, we celebrate the good times. We battle through the bad times. And yeah, there's a lot of like, it's like a friend group. So it's like, you're working and you're also having fun. So some things aren't done the most professionally,

but I think that's, that's always been the magic of NELC and like what we've created like you never even sometimes maybe we got a little bit too corporate and stuff too like that never fucking that never works I don't think like for content like we got an office in OC for a bit and not not that it like killed our content for anything it was just like waste of money for NELC. Happy Dad completely took over that office because they needed the space anyway but for us it's way better for me like now the editing office you saw is like right over there I don't want to fucking drive to the office every day like this is the way that we've always done it it's like I wake up I can just go walk over there after the fucking cold tub and be like, what's good? How's the video looking boys? And I can just go sit with them for 10 minutes and we just like, boom, we just did like two hours worth of

work like as I was coming back to like shower. Yeah, it's funny the, uh, the need for slack and calls and check-ins and updates and where are we at project management? I think that that works in a business. Obviously like these businesses, obviously you need that, but I think in a creative business and obviously filming or a YouTube crew, any of that typical shit, I find it doesn't work. You got to do it your way. You got to keep it fun.

You got to keep it. You got to keep good energy. Yeah. You know, the second people don't want to be there. It's, it's not going to be good. Yeah. It's a, it's a really interesting challenge. And it's part of the thing that people don't see where, um, behind the scenes,

the energy that you bring to something, this is something that Rogan's got so right. It's so seamless, going and working like he has just removed all of the friction. There is zero friction involved in his entire process and the team that he's got around him and the guys that he likes hanging with are just fire. Yeah. You know, he's got his little squad and you turn up at the studio and he doesn't need to think at all about anything that's going on, he gets to turn up and do his thing and then he goes away and nothing saps that energy from him.

And I think that. Yeah, observing you guys, I've learned a lot from sort of seeing how you've held that energy together. And I think it's, uh, it's really impressive. And obviously as well, the proofs in the pudding, you've kept going for 10 years. So it evidently works. Yeah. Yeah. It's been a long ass journey for sure. What would you like to do next? Like what's from a content perspective, from a business perspective? Um, I want to this year, I'm pretty fucking motivated right now. Me too. I think, uh, yeah, I mean, I think last year I got a little bit comfortable maybe for a

different couple of different reasons, but I think this year even just after the reaction of our last video like The NELK channel is so fucking unique what we have like like even the videos that like 5 mil or something like That's a lot of fucking views for a YouTube video not not a lot of people are Getting views like that in our genre obviously mr. Beast gets like crazy numbers, but for our like genre, like that's just, that's awesome to me. So, and I had such a great time doing that. So a lot of people have been asking for us to like upload more, which I want to get tough if you go into an uncontacted tribe.

Yeah. But I want to, I want to get back into like, trying to do a lot more NELC videos for sure. And then keeping the podcast going too. We, um, next week we're going to UFC LA. So we're going to do like a pod with all those, with all those guys. And we got a couple of good guests in the works. And then we got the inauguration.

So we'll probably, we'll have a lot of good guests. Are you able to film at the inauguration? We're trying to. We want, we want to try to make an inauguration video for NELC, but we'll see. It might just be- Who gets to go with you? Cause you must have a limited number of tickets. You can't just bring everybody.

It'll be, it'll be me and Stiney and then it'll be Ozgod, our filmer. And then probably Gabe. Gabe will be in charge of suits. He's in charge of suits? He's stressing me? He wants to be in charge of suits though. Okay. But you're in charge of suits.

It's not like a job we throw on him. Okay, we'll just see. Yeah, that'll be cool. But yeah, no, this year we just want to kill it with content. Shorts, Nelk, FullSumPod. How do you come to think about what makes a good Nelk video? What makes a good piece of content in general? The first thing we'll think of is... I guess you think of it at the same time, but what's going to make a good video of content. The first thing we'll think of is, I guess you think of it at the

same time, but what's going to make a good video obviously, but then you have to think of a good title and thumbnail. I mean, you know how it works, but that's the main thing. So if you think of a good idea, then the next thing you think of is, okay, well, what's the title and thumbnail? And then if we can't think of that, you don't really have a full concept, you know? What makes it is the title and thumbnail and then actually good quality content. Delivering on it. Yeah. But title and thumbnail is everything on YouTube, right?

I mean, that's the very first thing you should kind of be thinking about. And yeah, just what's gonna be digestible to like a large audience. Our whole team likes getting views too. Like I think that's what we want to make a video and what's going to get the most fucking hype, what's going to get the most fucking views. Like that's what really motivates like me, Salim, Stiney, everybody on our team.

What's just going to like make noise. So what's the watch time on a 40 minute vlog for you guys? Do you know? I don't even, I'm not a fucking huge YouTube analytics guy. Honestly. I let like our guy Judd's like super into that. Like he'll be like, bro, this short had fucking 110% retention. I'm like, dude, yeah.

Like I don't really, I'm not a huge YouTube analytics guy, but. Um, yeah. Lots of completion though. Yeah. Yeah, for sure. Yeah. There's, um, I wish that there was a way that we could see more sentiment on YouTube than just click through and watch time.

And I guess likes kind of contribute a little bit to that and comments kind of contribute, but getting a lot of likes is nice too. It is good. It doesn't do shit. I tell the audience, but it just, it fires the whole team up to just see like a lot of like, yeah, this isn't going to make it go any further, but thank you. It makes everybody in the office. Yeah. I wish there was this idea that Twitter had X I guess about, um, uh, golden hearts or super

likes, I think they were called and what they had was you maybe got three per week or one per week. And it meant that because there was a limited number that you had to use, you had to be really selective about what you gave it to. But that may, that meant it was a really big deal, you know, like on Reddit, you can kind of gift people stuff. YouTube should do more shit like that, right? It would be so good.

Cause if there's, they've lost like that, I don't know, like yeah, there's not really that much point of even having an account that much, right? Like before it was all about subscribers and you know, you would subscribe to people like it kind of sucks now too. I don't know if you noticed, but it's a lot harder to gain subs now, right? Way harder. I mean, there's no point of subscribing to someone. No, because if you watch three videos in a row from the same creator, whether

you've subscribed or not, you're now going to be delivered that YouTube used to be all about your subscriptions. Yeah. Yeah. I don't know. I mean, I like the fact that they need to add, they need to bring like a Dana White on for like, they, they should do something like that. They should bring someone on and like, Add some stuff like that.

I wonder if they'll follow suit. I mean, we've certainly seen, you know, the person that broke through was Elon with them, what he changed with regards to Twitter into X and now with matter as well, I wonder if that's going to put some pressure on, on YouTube. And, um, that would be great to sort of, I think X has been putting pressure on YouTube because they've got the video uploads. Yeah. Yeah.

X has been putting pressure on YouTube. Because they've got the video uploads. Yeah. Yeah. I know, I mean, where John is pretty tight with, he helps out a lot with X. And yeah, they're definitely, what Elon's doing is putting pressure on every other social media network, because they have to follow suit.

I've actually even noticed YouTube is, and I want to give credit to YouTube because we shit on them a lot but at the end of the day YouTube is fucking great and they've been a lot more lenient I've noticed. I've noticed since X I don't think we've gotten like an age restriction in like a long-ass time. We used to upload everything age restricted, age restricted, age restricted. Like now, like I noticed, yeah, I think it was during the time of X2,

like we would do a podcast with like Donald Trump Jr. And like, he's just going off about like trans and stuff like that. Like usually that would be like, yo, an absolute no-go. I'm just like, no age restriction, no nothing. So I started to really notice like YouTube is they're following suit as well. Like they're, they're going to have to follow the money. Everyone's going to have to follow the money. I've noticed they've

been way less picky on us. Yeah. I, well, they rolled back the language policy thing that they brought in about a year or 18 months ago or so. It was within the first two minutes of a video. Am I going through and thinking, Oh God, someone said shit within this time. We've got to get rid of that. Found out that the C word is just an instant demonetization, no matter how deep it can be an hour and a half into a three hour long video, it's like, you're, you're getting popped.

Um, but are you, how much are you tracking this world of kick and Twitch and rumble and whatever the other ones are streaming stuff? Cause I kind of see it's huge, right? I watch it and like, even like some people on our team are like, should we do this? Should we stream? I just think that, I don't know, streaming is a, that's a big commitment, you know? And I think to, like, back in the day when we were younger and we were drinking five times a week to make a video every week, I think we probably could have competed in that

streaming space. But the amount of work that these guys are putting in now for content, I mean, they're streaming, what, six days a week? Like, like Kai Sanat, too. He's like, what, 21?atu, he's like, what 21? Like he's fucking, yeah, they're putting in a lot of work. Streaming is not the type of thing, um, that you can just do it once a week. Like you got to be streaming 30 to whatever hours a week.

So I just know how content gets done on the Nelk side. It's a little more wilder. There's, there's drinking involved and there's things that need to be cut out. There's things that, oh, fuck. Yeah, it's a little more wilder. There's drinking involved and there's... Things that need to be cut out. There's things that... Oh, fuck. Yeah, that's a whole different story. Yeah, a live stream with Nelk, depending on the video, would be... Yeah, we might be fucked on that, honestly. But, yeah, it's just a... It's a grind, for sure.

And I think if... In like 2017, I think we would have been able to like destroy that space for sure. When we were just young and not even thinking. But I don't know, I just like the YouTube stuff. I like making more of like a finished product and like polishing our videos. And I just love the style that we do. Who is it that's orchestrating the stuff behind the scenes? Like you say, hey, it would be great if we went to go and see an uncontacted Amazonian tribe.

Yeah. But flights need booking and licenses to get filming rights and, and, and the kit needs organized. I'll probably like, I'll probably mostly like think of the ideas or we just have a group chat with everyone too, that we're just always spit balling shit. But yeah, I'll kind of, I'll press play on the video and tell them like, all right, I like, like we all like this idea Everyone like it. Alright, boom. We're doing it. And then we have a producer Griffin

He used to do some stuff on like the Eric Andre show. He's a beast and then Gabe to Gabe and Brett they'll Do all the flights all the logistics So I just my job now is like I press play and I dish it off to them. And they're all on top of logistics. Austin and Sean will handle any video. No, we used to do everything back in the day. I mean, I used to edit the videos myself back in the day. So I've had a hat.

I was my own assistant back in the day. Like if there was a prop that needed to get it, I would have to go to three different Halloween stores to find the costume. So I've like played all those hats that everyone's doing now. So I kind of know what needs to be done. That's why when I'm hiring them too, I'm kind of. Scrutinizing. I know exactly what needs to be done in each situation, but no, we have a fucking all star team.

So when we press play on a video, it's like bang, bang, bang. There's like no fucking bullshit. That's one thing like Gabe knows too. There's no bullshit when it comes to like videos. Like we did a bachelor video recently with Stiney as the bachelor. And that was like huge budget. We did like five days. We did like Miami, Nashville and Cancun.

And it was just like completely dialed to a T. So that's one thing I have no complaints about is our, our video process is like 10 out of 10. That's why I'm just like, yo, we got to run this shit up on NELC. Yeah. Because you've got the systems in place. We have the system and it's just like such a powerful channel. People want more videos. I'm fired up. That's sick. Yeah. Dude, I appreciate the fuck out of you. Yeah.

Uh, it's awesome. It really is. It's cool to see what you're doing. Uh, I love, I love seeing someone that's passionate about what they, what they do and is able to scale it and get out of their own way and just hand stuff off. And, uh, yeah, I'm excited to see what 25 has in store for both of us. Crush it this year. Appreciate you, man.

Appreciate you, brother. Let's go. Any more drops? Any other shit that people need to check out? Not really. Just watch us this year. I mean, I just talked a big game, so everyone watch it. If we don't do it, come churp me.

Come fucking give me shit. Stay on our asses. I love it. Fuck yeah. Appreciate you, man. Thank you, guys. If you want more focus in your life, or if you find yourself dealing with an energy slump in the middle of the day where you just don't have the motivation to stay productive, fear

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