The Iced Coffee Hour - Meet The Man Behind The $250,000,000 Seltzer

Episode Date: June 11, 2023

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Their audience spans into the tens of millions across platforms. They routinely sell millions of dollars a month in merch. They've created a $250 million beverage empire through Happy Dad. And today we get to sit down and talk money with the man behind the billion dollar business, John Shahidi. Enjoy. Although before we go on to that, we got to thank today's sponsor Fund and Grow. Like, I'm sure you've all seen the show Shark Tank. Well, they're a perfect example of how, even if you have the best,

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And as a special offer for our listeners, Fund and Grow has prepared a business funding masterclass that uncovers the five simple steps to securing up to $250,000 in business credit. Plus, as an exclusive bonus, you'll receive a $500 discount on their services. So don't wait to fund and grow your business. Visit Fund and Grow today using the link down below in the description. Thank you so much, Fund and Grow, and now on to the podcast. So like, if there's anything you want out of it, it's going to go out in a while. Yeah, you have time.

I'll just have double-checked, a $250 million valuation thing I said. Yeah. I mean, Kyle said it. If he said it and it's already out there, then... Yeah, it was just... I remember everyone was kind of pissed that he said it. Everyone was like, yo, why did he say that? And then, you know... Is there already out there?

Because that main channel video would probably go out on Monday. I don't know where he said it. I know people were freaking out. He said it somewhere, and then... So we just said it on a podcast or something. Yeah. I forgot which one. I don't know.

Theo Vaughn. I love Theo Vaughn. That's my favorite podcast, man. Really? This past weekend? Yeah. Yeah. Yeah. That's, if Graham doesn't know who Theo is, and I've been trying to get him on the podcast for so long. He said he's going to be in Vegas in a bit.

Yeah. We're going to shoot with him when he comes to Vegas because he's touring. You're talking to him? Yes. Okay. Yeah. Why was his so good? Oh, he's just a great pocket.

Are we going? Yeah. Oh, we are. Yeah, we're good. All right, great. No, he's just my favorite. Like, he's unique. He's funny.

Yeah. But he's also one of those things. Like, you got to like under, like, you got to be ready for his humor, right? Like, I've seen him say some things where the guests, like, didn't get it. And I'm like, dude, really? Like, he just said something funny. You're not laughing. It just goes over your head.

Like, it's one of those things. He's just so. Maybe they're nervous, though. No, you got to, you got to know Theo to understand this type of humor. Yeah. Yeah. He's, he's the best. In my opinion, he's the greatest podcaster, period.

Wow. Yeah. Like, he's the, like, I love Joe Rogan. Yeah. You know, and obviously I love everything we do. But, like, when it comes to, like, you know, outside of our world, like, if I want to, like, listen. And I'm boys with Theo, but there's never a day that I want to work with them ever, just because, like, I'm sad.

such a fan. Like, I'm just a big fan. I met him. He came to our holiday. He's a happy dad holiday party. Whoa. I was fucking nervous, man. Really? Yeah. Yeah, I was nervous. I was nervous. I was nervous. And I almost asked him for a picture. And then, um, what's the guy's name? Tall guy that dated Addison raised mom. Oh, young gravy. Young gravy. That dude comes up and he just, he gives me his phone. He's like, well, you take a picture of me and Theo. I'm like, ah, shit. Yeah. So I took a picture of him and Theo. And I was like, there's my chance that I didn't. But then like, but me and him became boys.

And obviously, like, I help Kyle get on the podcast. It's like, you got to get Kyle on and Drusky. I was like, you got to get Drusky on. That Drewski episode was amazing. Yeah. I love that episode. But there were some things that went over Drusky's head. And that's a comedian, too.

That's a stand-up comic himself, Drusky. So what's sort of jokes, though, going over people's heads? Yeah, it'd be so hard to say, man. I mean, I'm sure people listening that they know Theo Vaughn, they know what I'm talking about. I've tried to explain. Like, I've told my brother, I've told my wife, like, hey, there was this one part where Theo said this. And, like, they just didn't laugh about it.

Delivery is not there. Yeah, you just have to hear it and you have to know Theo. It's like the deep south type comedy where it goes on these super long-winded jokes, super descriptive things that you feel like just definitely didn't happen or childhood stories about this dude. Yeah, I was wondering, what do you think about that? Like some of them, I'm like, dude, there's no way, like. With Theo, does he make it up? That's one thing I don't, but some of them sound, I mean, he is from Louisiana.

I heard a lot of the stories are exaggerated. Not for him, but from other comedies. It'll be a real story, but like, delineal. but like they'll expand on it. Yeah. Yeah, but he says so genuine. It sounds like he doesn't need to. I wonder if he just has had a crazy life

and just ran into some crazy experiences. Yeah. I don't know. I love him though, man. I love Theovan. Yeah, biggest fan. We're going to have him on. We got to have him on.

I can't wait for you guys to have him on. That's me awesome. I'll be watching. It's on him right now. So whenever he's in Vegas next, we'll make it happen. Yeah, yeah. He's on tour, right? Yeah.

So what exactly is your title within the whole full send, franchise? I'm the president of all ventures. The president of all ventures? So full send, knelt, happy dad, shots podcast network, all ventures. So you're the president of this beverage right here. Yes, correct. You all may notice we have alcoholic beverages on the camera right now, and Graham and I, we don't drink very often. I think we've never, have we had a drink on a podcast before? Maybe once or twice. I don't think so. Openly? No, I don't think so. Openly. Well, we're We've got to try it.

We could be discreet about it. I have had a Happy Dad once before. I think I gently sipped it, maybe at Graham's house or something. And we're going to review it. Apparently the fruit punch is the best flavor. So most popular right now. But also, let's be clear, we weren't planning on drinking. I had my coffee.

No. And then you wanted to. You said bring over Happy Dad. No, this was all Graham's on. You said you were going to shotgun it. I did not say that. You sent Russ, Big Russ, to go grab them. I was perfectly fine with the coffee.

And now we're sitting here. I mean, you're the president of a. massive company, right? This is the product, and I would love to have an authentic review of it. I'd be honored for you guys. You start, Jack. I'll join you halfway through. Okay. All right, let's listen to this. Grand knows what's up, though. Yeah. Okay. Nice crack. How is it? Wow. Wow. Wow, that tastes like a gatorade. It actually tastes like a mildly alcoholic Gatorade. That's one thing. Should I have said that or is that a bad thing to say? No, I think it's okay to say. Um,

No, one thing we take pride in in this and a lot of different products that we're coming out with, whether it's new flavors or other consumer good products, is we're very good with taste. Like, we have a pretty, like, everyone here's brutally honest from like our operations team to even Steve and Kyle. Like when it's time to taste test something, like no one's going to settle. And we'll go back and forth a dozen times if we need to to have that perfect taste. It honestly hardly tastes like there's alcohol in that. and I got to chill out with it because I just, you know, any water, whatever, I just slam it. I mean, it's a lighter on the alcohol side.

It's only 5%. No, it's actually, it's really nice. It tastes like cotton candy. Yeah. That's cool. So, John, I was curious, what was your first job? How did you get started in all this? Well, first job or how did I get started?

First job. Okay. Like, take us back to the very beginning. Okay, well, the beginning was like, first job was different. First job was high school, McDonald's. Tell me about that. Yeah. So I worked at McDonald's.

When I was 16, I was my first job. I think I'm very grateful for it because I learned how to cook. I worked in the kitchen. And now, like, I grill a mean burger. And I really think it's from then. Like, I don't really know how to cook much else other than what's on the barbecue. And it's no coincidence. I worked at McDonald's first job.

And now everybody loves my burgers at the house. So, yeah, that was the first job. But that was when I was 16. And then fast forward to maybe about 10 years later is when we, when me and my brother started what's now shots podcast network is our pretty much our YouTube network. You know, in 2000, I always get the years mixed up. I think it was end of 2008. So that's why we say 2009.

I want to say it was like November 2008. Sure. So really it was 2009 by the time everything got up and running. We created a YouTube network. We wanted to get people that we knew. onto YouTube, like maybe more like athletes, people in the world of sports. And back then there wasn't any other social media outside of YouTube. Facebook was out, but Facebook was very private, mostly schools.

There was no public profiles on Facebook yet. There was no Instagram yet. There was no Snap. Twitter was out. Twitter had just come out, I want to say. It was brand, brand new. So those were really the two social media out. was YouTube and Twitter.

So that's, you know, I've always had a passion for YouTube. YouTube's always been my thing. What did you see in it back then? Because back then a lot of people were dismissive about it. It was really just these like random one-off viral videos. There weren't really any channels that people would follow. Not really influencers. No, no, no, no.

Back then was like Charlie bit my finger. I think that was like what YouTube was known for. You know, so in between McDonald's and this, it was like probably a 10-year window, 11-year window, And we had another company that was an agency for DirecTV. We did DirecTV outsource our agency to come up with creative marketing for them, mostly around the NFL Sunday ticket, the football program. And so we would always do market research on who would direct TV customers, how DirecTV is growing, where DirecTV is growing, competition,

which was mostly the cable industry or dish network. at the time but there was always this like every quarter there was always this like this competitor that was growing and it was always categorized as other and like other was like one percent went to two percent three percent four percent and what other was internet tv and was youtube you know youtube was but like no one cared and i always asked hey what is other don't worry about other you know we're going after cable we're going after Dish Network. So that's when I said, all right, there's something growing here. People are going to start watching things online. People are going to start streaming. You know, the iPhone

had just come out around then. A couple years later, the iPad came out. And that's, I think, I forgot the years, man, but I'm going to say the iPad came out in like 2011, 2010. And that's when we're like, this is a thing. Like, people are going to start creating content on the internet. And they're probably going to do it mostly on YouTube. we gotta be we gotta learn this business so by youtube network do you mean more like a management company where you find people that you think would be good for youtube for the influencer space and then you start making youtube videos for them producing them and stuff um so i think um management's yeah i think it's like more managing the channel like educating people on how to

get on youtube you know you guys know this too it's like it's not easy to onboard onto youtube creating your first video is not easy creating it creating an account's easy everyone's got an account. You know, if you've got a Gmail account, you have a YouTube account. But doing that first upload is not easy. What do I upload? When do I upload? And now it's like, you know, fast forward to 2003 is like, how often do I upload? What days do I upload? How long does a content have to be? How do I collaborate, cross-promote, break into other, how do I get, you know, because at the end of day, man, like us, you guys, it's always us first the algorithm. What is the algorithm looking for? Although before we go into that, we got to thank our sponsor. As I was saying,

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The link is down below in the description. And now let's get to the podcast. One of the other things that we had in the past was during DirecTV is we did a lot of the Google marketing for DirecTV. So I learned the Google algorithm and how to SEO pages for DirecTV. And we just knew how Google worked. And when Google bought YouTube, it was pretty much the same, kind of the same formula. for discoverability. I don't know if the same teams are writing the algorithm, but they're very,

I mean, it's pretty clear that they're exchanging notes. So that's one thing that we've always, we learned at DirecTV. And once we started realizing, wait a minute, like we're learning YouTube, but this is actually pretty easy. And everyone's saying, well, it's not that easy. Like, how do you get here? How do you get that? How do you rank? Get ranked. And then we realized, like, those same things that help you rank on Google are the same ones that help you rank on YouTube. So you basically studied the analytics, how to be successful on YouTube, provided all of the infrastructure and logistical support for people you thought would be good on YouTube, and that was the network you were built.

Yeah. Yeah, so we would look, in the very beginning, we would look at who were some of the most searched people on YouTube. Obviously, there were big names at the time. I don't remember who, but I'm sure whoever was famous and popular in 2008, 2009. But there were also, but who were in our world that we knew, who were the classics. And I knew Mike Tyson. So a lot of people search Mike Tyson on YouTube. Mike Tyson knockouts, Mike Tyson funny moments, Mike Tyson hangover scene.

And I said, right, people are already searching for Mike. They're finding all this old content. What if we created new content while they're searching Mike and had this content rank higher? So we started creating content with Mike Tyson. Now, how did you know Mike Tyson? Where does that come from? Mike, I met, so Floyd Mayweather was someone else as well. People would watch Floyd Mayweather fights.

And same thing. Floyd Mayweather, like he had a show on Showtime, or HBO at the time. And his clips would be all over YouTube. So people, you know, and he would say crazy things. So people were searching Floyd Mayweather. So we launched Floyd's channel. And there was a lady Tammy Brooke who represents, presented Mike and she was interested in working with Floyd.

So she reached out to me. I was pretty much a point of contact for Floyd. And it was pretty much, hey, like, you know, I'd love to meet Floyd. I work with Mike Tyson. I was like, oh, well, actually, I got something for Mike. Like, what do you think about getting Mike on YouTube and on Twitter? And she was like, well, you're going to have to talk to Mike's wife. Spoke Mike's wife.

Kiki, Kiki to this day has become like a really good friend of mine. And she's always been a forward thinker. She's like, this sounds actually pretty interesting. Let's do it. So met through this mutual person. How did you know Floyd? Let's circle back for viewers or listeners who may not know anything about you, who you are, what you do and everything. You were telling me right before we turn the cameras on that you dropped out of high school.

Let's tell the chronological story from dropping out of high school, why you dropped out, to getting to know Floyd Mayweather and getting him on you. Yeah. So I dropped out of high school, but, you know, I dropped out in kind of a bonehead moment. I dropped out like two weeks left of high school. And there was like one final test I had to take. And I just didn't want to take it. Like I just like, I was like, I didn't like the teacher. I was like, I'm not taking this test.

Were you a good student? I was okay. I was a stubborn student. Like I was like, I don't know what was wrong with me, man. Honestly, like when I think of myself back then, like I was a stubborn student. I was stubborn athlete, like was really good at sports, but I didn't show up to practice. Like, I don't know. What were you doing otherwise?

I just wanted to get out of that world and start a business. Like, that's all I ever wanted. I wanted to start my own. Like, I wanted to own a business is what I wanted to do. And I had this idea and this vision. You know, I was going to high school in the late 90s. Cell phones were becoming popular. People were buying cell phones.

And cell phones had become a reasonable price, like a price point where someone that wasn't super rich and driving a Ferrari could afford. And, you know, I think Nokia's, you know, Nokia phones had come out and, like, they broke the $200 price point. And I was like, dude, all my friends are going to buy cell phones soon. And they're going to end up with a phone number. I want to establish everyone's phone numbers. I want to get them all cell phones. I want to be the guy. I want to be the plug for cell phones because, and then so I went to, at that time, it was Pacific Bell Wireless that turned it to Singler.

and now it's become AT&T, and I pretty much did a deal with them. I said, hey, I'm going to sign up hundreds of people in Orange County for cell phone service. I want a commission for every single person, and I want a percentage of the bill. Where do you think that entrepreneurial spirit came from? Did you, like, watch content or media or whatever about entrepreneurship? No, I've never watched anything. There was never really content back then. We're talking about like 1998 right now, so there was no really content to watch online.

I think there was two things that really kind of inspired me. One was I always love Steve Jobs. And there was a movie about Steve Jobs. It was a fictional movie. I don't even think it was authorized called Pirates of Silicon Valley. It was kind of the beef between Steve Jobs and Bill Gates. And that was one movie, I guess, I would watch that maybe inspired me. But I learned actually, you know what's crazy is, like, as close that I am with Mike Tyson,

And all the stuff I've done with Mike and Kiki, they came to my wedding a few months ago. They were the first person when we got married. They were literally standing there. Like, it was like the most beautiful moment. But what's crazy is, like, I actually got my entrepreneurship when I was younger. I used to love Mike Tyson so much, but we couldn't afford fights. So I would go and I would sell candy in elementary school to make money

and give that money to my mom and say, Mom, here, I made $25 or $30, whatever it costs, watch Mike Tyson fight. And I was like, can we please buy the Mike Tyson fight? I'm going to pay for it. You know, I'm talking about when I was like 11, 10, 11 years old. We would go to, like, some of these, like, wholesale grocery stores at the time. I think it was smart and final. And I would go and buy, like, a box of, like, airheads or recess.

And I would buy them, and I would sell them at school. And I was the candy plug at school. And a lot of people were saying, yeah, I used to sell weed when I was in high school. Yeah, not me. I used to sell chocolate and, like, bubble gum. And I would do it, and I wasn't doing it to make money. I was doing it really so I could watch a Mike Tyson fight. So, which was crazy, that's, like, full circle now.

I've never even told Mike the story. But that's, like, where I think at, like, 10, 11 years old, I got my entrepreneurship was from then. That's unreal. Do you ever get in trouble selling candy? All the kids in my school ended up getting in trouble for that. I don't think, you know, I always went by the motto NBC. I was NBC.

Never been caught. All right. Never been caught. I was Mr. NBC. Really. It's funny because I feel like a lot. of the people where we ask where their entrepreneurial spirit came from or when they first showed signs of it everybody says they sold candy at school really so if you sold candy at school and you're a viewer

banking on you we're science for your future where we're investing in you that's funny okay so you decided to drop out with two weeks left what was the next step from from dropping high school was uh getting this deal with AT&T and they accepted it they accepted it um how do they trust you though because you must be like 17 to barely turning no it was 18 yeah i was 18 i was 18 i was a little old I've always come off as like kind of a genuine guy. Like, you know, always, you know, so someone, someone trusted me. I don't really remember. One thing I do remember, though, I never got the deal direct.

So they were giving out licenses for, like, people open up cell phone stores. They never got a deal direct. So I actually worked underneath someone else. So there's authorized dealers, then there were subdealer. So I worked underneath this other guy that took, like, you know, he actually took care of me. He almost, like, passed through the entire car. commission. So I worked underneath him and eventually to a point where I ended up going direct

with Direc TV. I'm sorry, with AT&T. And then later on, I took the same model to direct TV. And I said, hey, like, this is what I do for AT&T right now. I call it AT&T because that's what it is now. Back then it was called Singular. But, and then I, yeah, pretty much started doing the same thing with DirecTV. Direct TV said, hey, like, we want to do more with you. you like, you know, because I was coming up with all these ideas. Like, like my team, which my team was me and my brother, like, you know, and one other guy, Aaron Mathis that works with us. You know, we came up like, you know, one of the first things we came up with, we went to the

U.S. Postal Office and we said, hey, what if we put like flyers inside the envelopes when someone moves when they're doing mail forwarding and we'll pay for the envelopes? We're not going to pay for that, but we'll pay for the envelope. so we'll take that expense of the envelopes off your plate, but when someone moves, we want a flyer in there. Now you get it all the time. It's like when you move, you get like alarm service, local landscaping and all that stuff. But we were the first people to ever do that with DirecTV,

because that's one of the first things people do when they move. They turn on electricity, water, gas, television service. Yep. That's interesting because nowadays, I feel like the landscape is completely different. Like if I came up with some way to improve Amazon or something like that, I can't just go and start working for them as a contractor or something like that. Or have some affiliate. I guess I could do with like Amazon affiliates and stuff like that.

But I feel like it's just different. It's more detached. I mean, the Internet's different because now you have a lot of competition because almost anyone could build an Amazon store or could create a brand on Instagram or TikTok or Twitter or whatever. But now it's more about like what are you doing to really stand out more. But I mean, like you guys, for instance, like think about it. like you guys stand out far more than most podcasters. You know, it's like you guys are obviously doing something different.

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Start your free trial today. So it's just the internet's really changed things. You know, back then this is, this is like the internet first came out, but we're talking about Web 1, you know, like, you know, this is like the websites that were relevant. I don't even know if Google was out yet, or Google had just come out. Like, you know, I'm talking about like Yahoo, eBay, Amazon, those days, you know. How much were you making back doing, you know, DirecTV, AT&T?

You know, I've always had this good problem where whatever, I made, I put back into the business, which is where we're at today, too. So it's hard to say, like, what I profited. But, you know, I made good enough money. You know, eventually we opened up stores. So overhead was there, you know, started racking up, you know, stores inside retail, shopping centers next to, because our thing was we want to open up stores next to grocery stores. So, and they were in Orange County.

So, like, you know, now you're talking about rent. You're talking about employee, staffing, insurance. And were you just bringing people? and to sign them up for DirecTV? Well, cell phone. So we had the cell phone stores, and then the cell phone stores happen to sell direct TV as well. Got it.

Yeah. And did they have any problem with just kind of some random guy opening up a store with their branding, with their name and everything? Well, they allowed it. Essentially represented them in some capacity. This was pre, what you see now is almost all the stores you see are almost all corporate owned now.

So back then, they actually let you put up their sign and everything. the window, on your window, you had to put a sticker that said authorized retailer or authorized dealer. But the signage, they actually encouraged you. They actually paid for our signs. So our signs outside of our buildings all said singular. And they actually would reimburse us to put their logos out. Eventually, they bought out most of us and almost everyone else a dealer. And almost all the stores you see now were initially dealer stores or retailers, you know, authorized.

retailers but there's always this like word like some some didn't like being called dealer so they called us retailers i was always it was like 20 years ago i'm still confused on what we were called but eventually they came and bought us all out and that's when they started when they started buying us out um because if you didn't sell to them they would open up a store across the street from you oh okay so we were like all right we're just then they could undercut because they don't have to pay the commission and yeah but then like now they launched their website and the website you know near a store, they didn't put your address, they put their address. So they would do a little shit like that.

And to a point, I was like, I don't know if I want to play this game. It's ran its course. It's been like five or six years now. DirecTV wants to do all this other stuff with us now, the marketing, NFL Sunday ticket, again, the world of sports. The world of sports has been something that I've always been the most fascinated with. So I was like, I want to be in the world of sports. And if DirecTV is going to let us do the marketing for NFL Sunday ticket,

and, you know, a lot of like the, like, we created the whole, the entire, strategy of DirecTV in bars was something that me and my brother created. So when you now see UFC or football games at the bars or you see like a giant sign at a bar as says NFL Sunday ticket carried here, we created that whole model for them. And so to me, that's the business I wanted to be in. And so DirecTV let us do that. So they kind of gave us an open checkbook. We trust that you are going to do this right. You know, the only thing we ask is focus on concentrated markets, which is funny, which is where we're at now with DirecTV, it's like focus on existing markets, own those markets, and go one market at a time. And we'll talk about how

Happy Dad is doing that same thing. And it's like, you know, one might ask, why you're 16th state, it's not all. So I kind of go on that direct TV model that we had learned is like focusing on certain markets, owning those markets, and then opening up the market after market. So did you end up selling those cell phone stores back to the companies? Can you say how much you were selling them for? It wasn't much. It wasn't any, I don't even remember. But you had to be doing well, right, for them to, like, send you all the funding. But it wasn't a crazy money. It was enough money, low millions.

So, like, it wasn't, like, crazy money. It was like maybe $2 million or something like that. Two million dollars? Yeah, I was thinking like, like a few hundred grand. Yeah, when you were saying, like, it wasn't crazy. I was like, what, like $200,000? No, no, no, we were crushing it. We were.

No, I would imagine. Yeah. We were crushing it. We could have been a lot bigger, but we just didn't have the passion. And you said you were cycling everything back into the business. So you were growing, I would assume that's a pretty substantial. But then again, after tax. Yeah, but if you trim down the overhead and everything, which I'm sure you could have and didn't cycle it all back, you probably could have taken a pretty hefty profit.

Probably. The problem was the passion wasn't there. And to me, like, if the passion is not there, I don't give a shit what it is. You know, like, I don't even remember the exact number, to be honest, because, like, I just didn't care about that business. I wanted to get in this world of sports really bad. Like, I wanted to get in, which goes to the question of, like, how did you meet me? whether I wanted to be in the world of sports and DirecTV was allowing me to,

so I wanted to do that. But I'm curious, because you were in your 20s at this point, how in your 20s did you justify putting everything back into the business versus just like, I'm going to take some money out, I'm going to have a great time, I'm going to live it up. Definitely had a great time and lived it up, that's for sure.

Like, yeah, I did, you know. But living it up is a little different. Like, I'm living it up right now. Like, you know what I mean? Like, when you guys said, like, you know, we're setting up, I'm like, you have anything else? Like, no. I'm living it up today. Like, living it up to me is like a simple. I've always been a minimalist. So living it up to me is a little bit different than most people. Sure. So, I mean, I saw it a good time. You know, I was in my 20s. I, you know,

the house I wanted, you know. I've always been a simple guy when it comes to automobiles. Like, I've never been a sports car guy. So, like, I think I got a Chevy Tahoe at the time. That was like my dream car. Got it. You know, so like... What do you drive now? I have an escalade. So it's like a Tahoe, but... Yeah. You know, but that's all I drive. Steve's always like, dude, if you like SUVs, you should get the SUV Bentley. No.

Well, one is I'm very loyal to GM. Like, it's got to be a GM product. So I've only driven Taho, the Hoverty. The Hoverd would be fantastic, man. I saw one at the gym the other day. They have nuts. You looked tempted. Yeah.

They saw one at the gym the other day. I'm just, the only time I'm going to probably switch from GM is when Cybertruck comes out. Okay, sure. I don't want to, you know, and by the way, the Hummer right now is like, I called my buddy RD from Wires Only. I was like, how much are they? They're 100,000 over sticker. I'm like, too, okay.

They're like, $2.20 right now. Yeah, I'm not paying $100,000. Like, I don't want it that bad. Like, Escalates pretty sick. I mean, mine is filling up gas, but. Fair. Yeah, yeah. So anyway, so how do you get in sports from all of that?

So, like, you sold these businesses. Why did you want to go into the next thing? didn't, did any part of you just want to say, hey, you know, let me just chill for a little bit. I got some cash in the bank. I don't need much. No, no, I wanted to, when I want to do something, like, there's no stopping. Like, it's no cash, no nothing. Like, when I want to, you know, when I got, like, going back to the high school thing, right? Like, I dropped out with two weeks left because I want to start this business.

So when I want to start something, like, there's nothing. I don't know if it's OCD. I don't know what it is, but once something triggers, like, I can't undo it. and I have to go get it done. So what was that thing for you when it comes to sports? Being in the world of football and NFL. Like now, like, you know, with doing all this marketing for DirecTV and the Sunday ticket, like, I've got a relationship with the NFL now.

I've got a relationship with all the teams. And then, you know, you're meeting players. You're doing, like, coming up with ideas for, like, commercials and stuff like that. Like, they brought in all these, you know, the NBA League pass. I forgot what the NASCAR one was, but there was NASCAR. And like anytime they brought on these new leagues or these new like league packages with the sports leagues Like they kind of brought it put up

Brought it to me like hey like listen we just did a deal with NASCAR What do you think about doing the marketing Getting all the bars and restaurants on board I'm in I'm in like anything when it comes to sports The one person I really really looked up to Like who inspired me was Mark Cuban So I just loved Mark Cuban I think sports entrepreneurs in general are like

I don't know like I feel like they're so underrated I was thinking about that the other day. Like, you know, when we did the Michael Rubin podcast, I don't know if you guys saw that with Full Send. Paul Send's done one with them, the Pivot's done one with them. And it's like, dude, it's just like sports entrepreneurs, Dana White, even David Portnoy. David Portnoy is a very, very underrated entrepreneur, you know,

because people look at them more of the internet personality than they do. But like, Barstall's sports is pretty... Did they sell? They sold, yeah. Was it $550 million? I don't remember. It was like $380 for the remaining amount, but then like, I don't remember what the first amount was. Yeah.

But whatever it is, man, like, Barstow is like, it's so, Barstow is so powerful, man. And that's like, I mean, Portner's got, he always gives credit to his team. But, like, that's him. Like, it starts with him. And then he built that team. So, you know, guys like him, Dana White, you know, like said, Mark Cuban, Michael Rubin. Like, these guys, like, just like sports entrepreneurs have always been, like, someone that I've always looked up to. So you were selling all of these, it was cable packages with cable and you were doing well and you got presented with all these different opportunities when they came out with a NASCAR package, I'm sure a UFC package and you were doing all the marketing for all of those new releases.

So there was pay us per new subscriptions, commercial subscriptions. And it was an affiliate. Yeah, so there was the affiliate side, but then on a separate side they gave us a crazy marketing budget to create marketing material as well for ourselves but for other. affiliates as well. So they, so there was like two businesses that we had with DirecTV at the same time. Yeah, and one was telling selling to businesses, one was selling to consumers. There was one signing, selling to businesses, and there was one like doing the marketing for it. Like, oh, got it. These things, you know what I mean? Like these things, like all like point of sale items that went into the bars.

Eventually radio ads, TV ads, we oversaw the creative for that, which helped the whole empire. So like, You know, so you could have been affiliate, you could have been affiliate, and we had different ways to reach out to, like, say, like a TGI Fridays and sign up TGI Fridays. First person who got it, got the money from it and a percentage of the bill. But we were the ones that you would come to as well and be like, hey, listen, I signed up. I know I'm your competitor. I signed up TGI Fridays, but do you have any of these posters and these blowups that we could give them, these banners? Yeah, yeah, we got all those.

We'll ship them out to you, just give us. So we had like two sides of our business, the marketing side for the bars and restaurants for sports packages. But then also like if we signed up that they would give you like a bounty of like, I forgot the dollar amount, probably a couple thousand dollars per an account. And what was crazy is 10% of the bill, which was crazy. That's a lot. 10% of the bill. And the bill was all based off fire code occupancy when it's commercial. No way.

Yeah. So the bigger the place based off their fire code, the bigger the bill. So some of these people may have ordered a fight for like $4,500, you know, because their bar restaurant holds 300, 400, 500 people, and we would get 10% of that plus whatever they're paying monthly for all the other packages. It's a good business to be in. It was very nice. Oh. But it ran its course, right? Sure.

Because, you know, even though it still exists and bars still have it, we saw that same writing on the wall. We saw with the cell phone companies. wait, wait, wait, wait, they're learning from us. They're asking me a lot of questions. They're going to eventually do this in-house. They're paying us. I forgot the dollar amount was ridiculous, ridiculous. Made that $2 million, nothing.

That's why I don't even remember it. But saw the writing on the wall, but also saw this whole growth of YouTube at the time. I was like, wait a minute. So they're going to screw us. Meanwhile, there's a competitor coming to them, and it's pretty much free television. on the internet like we're not going to make money off of this for a very very long time very long time

like to this day like i'm still not making crazy money but let's get into that business and this is better long term the free the free uh the free service which is youtube so what was your title doing being the the marketer for cable or and there was was there a bunch of other people doing the same thing that you were doing affiliates there was a gazillion affiliates um I think we ranked like top three of all the, like there was probably, I don't know, it was a thousand. What was the company? It was called Direct One, was the name of our company. Yeah.

So we were a company that had a contract with DirecTV, and then we did their marketing as well separately. That was a retainer. That we were on a retainer. So there was nobody else doing the marketing for it. It was just us for a while eventually they were hiring people in-house to learn and ask us questions. How did you get so good at doing that? in sales. Were you just naturally a salesperson? Yeah, I think really just learning at an early age how to, right, like if I bought a box

of Reese's buttercups, I had to unload that thing. I couldn't like go back home and eat it. Like I mean, and I was doing that at times, right? And I was a fat kid because of it. Like, you know, because, you know, like, you know, I would sell. I was, you know, so I had it, like, you had to go out there and actually like hustle and unload these things and do two for one specials, three for one specials, you know what I mean, like stuff like that. to unload that so I could watch the Mike Tyson fight. Amazon presents Jeff versus Taco Truck Salsa, whether it's Verde, Roja, or the orange one.

For Jeff, trying any salsa is like playing Russian roulette with a flamethrower. Luckily, Jeff saved with Amazon and stocked up on antacids, ginger tea, and milk. Habaniero? More like Habinier Yes. Save the Everyday with Amazon. So you tell you was just a gradual increase in knowledge? There was no book you read, nothing you consumed that really helped you out?

I've probably read two books my whole life. What books? Charlotte's Web and Art of War. Did you like them? Charlotte's Web was nice, so sad. These are two totally opposite books. I'm thinking like two business books or something. Yeah.

Charlotte's Web is sad. Art of War, I think, is a very good book. It's very hard to read. I had to read it. I've read it a number of times, but it's really hard to understand. So I've had to go and I kind of break down. And I actually made my own cliff notes of it. So like now I share it.

Like I sent Steve will do it the other day. I was like, hey, this is a book. I don't think you're going to understand the book. It's very, very hard to read because it's translated from Chinese, from Mandarin. So, but here are some cliff notes. What are some of the cliff notes? What's the big takeaway from that book that you got? I think patience.

Yeah? I think patience. There's a lot of things in business, you know, you got to learn is, I mean, you know, it's really based off some military. You guys know about it? No. I know of the book. Okay. I mean, it's a lot of like Chinese military antics.

So one would be, I'm not saying we need to practice this, but I'm saying like, you know, when an enemy's resting, you attack. When an enemy is going crazy, you rest. You know what I mean? But don't let them know you're resting. You know, like little things like that when you just think, you're like, damn, that was fucking deep. Like, yeah. Like if, you know, like, don't, don't react to it. You know, don't react to, you know, I mean, in today's world, enemy could be, you know, they word it as enemy, but it could also be, you know, your competitor.

It could be someone you're negotiating with. It could be a distributor. It could be anything, you know, a retailer. But it's all, you know, I think being patient and really understanding the world of business, sitting back. not reacting so much is something that I've always learned. It's like I will. Like I, when it comes to business, one thing I don't ever do is I don't make sudden decisions. I sit back and think.

I don't react to pressure. You know, if someone wants something right away, I sit back and see why do you want it right away? When is the right time? I don't believe life is short. I believe life is long. I think anything. the case of Happy Dad. I think this would be a great example is happy dad's available in 16 states.

Everyone will only do it. You've got to be in all 50 states. You've got to be there now. And you have to be in Canada. And you have to be in the UK. And you've got to be in Australia. Like, no. Like, we're going to be in 16 states.

We're going to be great at it. And we're going to launch the next five. And if it doesn't work out, it doesn't work out that way. But we're going to do it that way. And we're going to do it the slow, easy way. We're not going to, this is not an overnight thing. That's something I've always learned in business in general is like life is long, life is not short, like everything's going to work out. So it's kind of like the Apple approach.

Like they don't release everything super quickly. They take their time and when they do release it, they nail it, you know? I think that's a very, I think they've done a very great job with that model. I think some of the most successful social networks have done that. I think like YouTube, for instance, like the YouTube interface. If you look at the YouTube interface four years ago, eight years ago, 12 years ago, they all look completely different, but you almost forget how different they look. You know, they make these subtle changes so that you don't freak out.

Because if you make these subtle changes right away, people freak out, they give their opinions, all this stuff. You know, when you make drastic changes, but when you make these subtle changes, people don't really notice. and then they sit back eventually. And you let people sit and let things simmer. And that's something I've always believed in. It's like just relaxing. And that's what art of war has taught me. It's like just, you know, you don't need to react.

You don't need to attack right away. Just sit back, think about it, and attack when ready. Studying war tactics for business is interesting. I've heard it's a great book for business, though. Identifying and capitalizing on opportunity. Very similar, I feel like, between business and war. Yeah. So what do you think of the way Elon is running Twitter then?

Because it's like the polar opposite of, you know, move calculatedly and slowly. He's very much like go 100% in this direction. If it doesn't work out, you pivot, you go this direction. He'll get an idea of some comments. I've seen a lot of these where people have just tweeted out of him, hey, I think you should do this. And he'll respond back. Actually, I kind of like that.

Yeah, we'll start doing that. Like the next day, it's implemented. Yeah. I think he's learned from that. You know, I think he's not doing that as much as he was when he first bought the company in late October, early November. I think it was making sudden decisions, any kind of learn that maybe that's not the move. You know, the problem, I think the difference between, like, Twitter and, say, like, Tesla or SpaceX is, like, if he has a idea for Tesla or SpaceX, he'll go to the teams and say, hey, like, I got this idea for this rocket at SpaceX. And they'll be like, oh, that's a good idea.

We'll come back to you in a year when that's done. you know, where like, you know, here, like, he goes straight to the engineers. I'm telling him like, hey, I want to get this done, done now, and it's, you know, and, you know, and it happens. And I think now he's realizing, because if you notice, the rollouts now are being thought through a lot more. So I think he's realizing, wait a minute, I can't do that. I got to think through these a lot more. And Twitter now in, you know, February and March, they're not making as many changes as they were before. Drafts, you know.

I think he's really thinking through it. I think he's realizing that because he is a longer-term thinker. I don't know if it's by choice or he has no other option because to come up with a new idea for a Tesla or for SpaceX is going to be months and months and months. He had no other choice but to wait six months for a new idea for a Tesla or whatever. How did you meet Floyd Mayweather? I mean, that seems like such a huge business connection and contact.

Well, that goes back to the world of sports. It's a business I wanted to be in. I wanted to be in the world of sports, and DirecTV led me to that. You know, there were a lot of different promo stuff that we were doing around some of his fights. And we just kind of, we just met. At first, we were working through his promotions company, May or other promotions, and then eventually, you know, I think he just somehow some way somebody had told him about me and my brother, and he said, I want to meet these guys.

I don't know if he was an idea or whatever. it was something that he saw that we were working on. And he was like, I want to know about these guys and I want to meet them. And we were reached out. And I think it was the head of his promotions company, Leonard Ellerby, was like, hey, the champ wants to meet you guys. Can you be in Vegas? And I said, yeah, sure.

And we met with them. You did not say, yeah, sure. You probably were, like, stoked, right? Like, what was your actual reaction to, like, hearing Floyd Mayweather wants to meet you? Yeah, I don't remember. I don't remember being crazy excited. That's nuts. If Floyd hit me up, I would be like...

If Floyd hit me up. Dude, I don't even know. My mind would go blank. I'd start panicking. I'd be like, you know what's crazy. What's crazy is like just getting to know him now. It's like I get more excited when he calls me now than ever. Because we don't talk as much anymore.

Obviously, I've been busy. He's been busy. But yeah, I just don't remember being crazy excited. It's just amazing how nonchalant you are about like this career, which seems very tumultuous, but also, like, incredibly excited. You're making crazy money at a young age. Very humble. Yeah, extremely humble. Skyrocketed to success. Not skyrocketed. I shouldn't say that. But, like, you know, you grind it hard and you did incredible things. Someone asked me the other day, it's like, hey, like, what's the secret to working with all these

people, right? Like, you named the person. I've worked with them or did something with them or I know them, right? What's the secret? And I think the really secret is just like being yourself. Like, I'm my Like the way I have with you guys or anyone, anyone I meet, you know, anyone that, you know, a family member or Floyd Mayweather, Kyle Forgerd, you know, Logan Paul, whoever it is, like, I'm, I'm me, you know what I mean? Like, I don't really change. A lot of people, I've seen people be around them where, like, they're one person and then they see someone of influence or some sort of, you know, or even Elon. Like, I'm, like, I've got a great relationship with Elon. And, like, I always wonder, like, why? Why does he, like, I'll get a random texts or from him. And I, and I'm just like, dude, I'm probably like the only, like, kind of normal person he knows. Everyone's kissing his ass or pitching him on something or whatever. I pitch him. I pitch him on coming back on Full Send Podcast Part 2.

Like, you know, but other than that, which he said he would do. Yeah. He said it has to be on Twitter spaces first, so I got to come through on that. How did you meet Elon? Met Elon. I met Elon 2013, 10 years ago. I met Elon. He wanted to go to a Mayweather fight, speaking of Mayweather.

And I was already going to the fight with Beaver, with Justin Bieber. And he said, hey, like, if you and Bieber want to come on my plane, like, we'd love to meet you guys. And, you know, we could fly together. And believe it or not, I had to convince Bieber to do that. He was like, no, I'm good. I'll fly on my own. I'm like, bro, come on.

Like, come on. He's like, you didn't really know who Elon was. He knew, because the Tesla was, like, out. But, like, he knew him as the guy who just sold PayPal. Yeah. So, yeah. So, yeah, that's all, that's all, madam. We went to a Mayweiler fight together.

Now, you have a funny story. I think you should tell it here about Elon Musk and Justin Bieber on that flight. Which part? The one where he was late. So, yeah, so it was some convincing. This all happened on a, the fight's on a Saturday. We're supposed to fly out Saturday morning. And this all happened on a Friday night.

My buddy Shervin called me and said, hey, like, I got Elon Musk on the phone. I'm like, okay. And he's like, yeah, we want to go to the Mayweather fight tomorrow. Can you make it happen? And I was like, actually, we're leaving with Bieber in the morning. And he's like, well, why don't we all go together? And I pretty much said, yes, I spoke for Justin. I didn't think it would have to be convincing.

So I was, of course, we'd love that. You know, later I had to, you know, so Justin didn't want to do it at first. So he just wanted to go on his own. Like, Justin's a very independent guy. He's Justin Bieber. Like, no one really impresses him. Like, it doesn't matter who it is. It's like, he's in his own world, even these days, right?

He's in his own world. He just hangs out with his wife. Like, that's it. So I forgot the time. It was like 10 a.m. taking off. And I get there, of course, on time. And Elon's there already. My brother Sam was with me.

Shervin, my buddy, good friend of mine who put the whole thing together. And then Justin's running late. And I'm like, and calling him, his phone's dead. So I'm calling security. And I'm like, where are you guys at? He's like, yeah, we're like 20 minutes out. All right. All right.

And I was like, can I talk to Justin? He's like, Justin's in the other car. Like, other car? How many cars? He's like, oh, we got a couple cars. And then I'm like, oh, God. I'm in a car. Like, I kind of like, I'm in the, I'm like kind of low-key freaking out,

but I'm like next to Elon. So I'm trying to play a call. I'm like, yeah, okay, I've seen a bit. So I see him. 10 minutes later, they roll up, and I'm looking outside. We're all on the plane. We're ready to go. And it's three car loads. So Elon had his kids on that plane, his lady at the time,

a couple other, his brother, Kimball, was on there. So the plane's already kind of packed, and Justin's rolling up in an entourage. So I run out. I'm like, dude, what's going on? He's like, well, didn't you say this guy just sold PayPal? I said, yeah, he's like, well, what kind of plane are we talking about here? I'm like, bro, like, he's got his whole family. Like, you can't bring all your buddies.

Like, and he's like, all right, well, I'm leaving. I'm like, no, no, no, no, no. Like, please, please, please. So, so Elon comes out. He's like, hey, everything okay. I was like, yeah, Justin didn't know, like how many spaces left. He's like, well, don't worry about it. I got another plane.

I'll have it here right away. I'm like, really? He's like, yeah, it's like, another plane will be here in, like some 30 minutes. And he flew in a whole other plane. to fly all of Justin's friends, Tay James, all these other guys on the second plane. How does he do that, though? Does he just- He bought Twitter for 44 billion.

I don't think a second plane is going to be an issue. But that just seems absurd to be able to call on the phone and have a private-in-frey-oitte-He was very, he just didn't care? He just didn't care, though? Did he not care, though? Was he just like, oh, yeah, that's no problem? No. No, he doesn't care. He's pretty stoic.

Yeah, very stoic. That was one thing I got out of him. I'm like, dude, like this guy, like, like, you know, same facial reaction, like, doesn't really, you know, that's why on the Fulcint podcast, it was different. You know, he's, like, laughing, he's cracking jokes. He's being sarcastic. Like, that was a different. The Elon I first met was, like, very, like, he had shades on. Like, he's got this, like, what's Iron Man's name?

Robert Downey, Jane. No, no, but the character. Oh, Tony. Tony Stark. He's got this like Tony Stark, like, kind of like persona, you know? So, yeah, he's one of a kind. How'd you begin working with Justin Bieber? Around that time, you know, he was always kind of like the same way I worked with Floyd. Like he just kind of, I think, bounced off like my creative energy and like we, you know, I told him about the company. What we had started at the time, shots and the YouTube network.

This is before we launched an app shortly later, but he was really interested in us being in the YouTube business, wanted to invest in the company. He actually invested. He's the third largest shareholder in the company behind me and my brother to this day. And he was just like, dude, what you're building with YouTube, like I love and I think you're onto something and I want to be a part of it. He was 18 years old at the time.

And ever since then, like, we've owned that company together. We've always been there together for like different things, you know. you know as a friend we've been there together creative even when he was making music he always like I was never involved in his music business but if he created music he would send it to me he's like hey just need your unbiased opinion on this song and I was and I would be the honest person

this song I don't know about the song you know then his team would call me why did you say you weren't into that song I don't know he wanted my honest opinion you know and there were songs that were supposed to come out that like he killed he's like no Johnny said he didn't like it because he said no Because I think maybe I was the last factor. I'm sure he sent it to 10 other people,

but maybe I was the last factor or one of the factors. But yeah, there were times where his team would call me. He's like, dude, he's literally not coming out of this song because of what you said to him. I just said I didn't like it. Like, you know, I thought maybe some of the other songs were better. Wow. So I'm a little confused from the pivot from selling cable

to going onto this like YouTube network thing. Like you had to be successful at the YouTube network in order to get the attention from, Mike Tyson from Justin Bieber. Like, how did you, like, what was the actual link in the chain that got you in contact with them? Was it just a successful YouTube network? No, it was really Floyd.

So Floyd was the first person who had heard about what we were doing at DirecTV and all the marketing stuff that reached out. And then once we started working with Floyd, we launched Floyd's YouTube channel. You could probably look it up his first video. I think it was like 2010. Floyd Mayweiler was creating YouTube videos. And then right around that time, we launched a, you know, you could probably. kind of similar to what Folson is doing now with NELC, right?

One of the reasons why Folson exists and Happy That Exists is because brands aren't really keen on working with NELC. So Kyle said, fuck it, I'll just create my own brands and ended up working to his benefit. And that was the same issue with Floyd back then. Brands didn't really like working with Floyd all too much. So we started the money team with Floyd. So the money team was something that me and my brother and Floyd created together, which is his clothing line, now his brand. it's a brand that we had created together.

And the same thing that kind of going back to today that Kyle and I have discussed is like, are we going to go chase around and try to sign a deal with Reebok and Nike or Under Armour or whoever, or do we just create our own brand that you actually own outright, which is what we did with Floyd.

And a lot of people knew that. A lot of people in the industry said, like, who are these two brothers that are doing all this with Floyd on YouTube, on social media, creating the money team brand? We would always reach out to people, like give people kind of like what we do with Happy Dad or Full Sense sending care packages.

We would send every one of these cool care packages with the money team. And kind of we just developed this reputation of like these like forward thinkers, which in 2010 was like, you know, creating a YouTube channel around someone like Floyd was like very different. You know, back then, I mean like music videos were kind of newer to YouTube, let alone like celebrities creating original content that's not seen anywhere else but YouTube that was not normal in 2010 and how were you getting paid because it wasn't through YouTube at that point were you getting money from the clients that you were working with or would you own a part of the brand we made a lot we made we made no money for a very

long time because the clients didn't want to pay because they're like dude where do I make money like and by the way like why would I pay you people pay me so that was their mentality yeah there was no monetization on YouTube we try to get brands to get on board and sponsor videos the problem with that was the brands would say like let's just say like a company like Reebok said like hey sure we'll experiment we'll give you five grand a video

you know three videos you know but how do I go to Floyd Mayweather and say hey I just got a $15,000 deal from Reebok when you know LeBron James is making $10 million a year from Nike you know so like like i like i didn't even know how to explain that he's like dude i'm not endorsing rebuck for $15,000 so so brands you know brands were trying to use us as the cheap way to get to the celebrity that celebrity saw through that they don't want to do it brands wouldn't want to spend more than like whatever this little money that they had to experiment so we were kind of left out so we were like all right like we're just going to not make money for a very long time but build

out this network, build out this reputation. And it was really until the money team launched. When the money team launched, that was started, you know, we created a Shopify site. And from day one, started making money off that, which was, you know, pretty much a joint venture between us and Floyd. So do you have ownership in the money team? Yeah. Still, to this day.

Yeah. Wow. I have ownership in it. And, but also pretty much gave it to Floyd and told Floyd because Floyd knows I'm doing my thing. and just told Floyd, like, thank you for everything, you got this. Like, you know, and he's got a whole new team running it. So I'm not active whatsoever with the money team. But yeah, on paper, I still got ownership.

Do you still get royalties from that? Or you just like, you know, you take it. I'm going to focus on this thing here. Honestly, like, maybe I'm entitled to it. But like, you know, it's not worth the fact that, Floyd gave me that chance and, like, believe in me and my brother. And, like, I always, always, always, whether he knows this or not, I always give credit to Floyd being the first person that helped me get into this business.

Floyd loved me to Mike Tyson. Floyd led me to Justin Bieber. You know, Justin Bieber led me to Nelk. Nelks led me to Folson and Happy Dad, you know, like, but, like, I always go back to, like, it was Floyd that led me to meeting Bieber, and Bieber led me to meeting Kyle, Steve. you know, now what we have in full sin and happy dad. Yeah. I found it very interesting in a prior podcast you had mentioned that you never burn bridges and you always keep the relationships open because you never know where that might

lead. Never know. Never know. It doesn't matter who it is. Yeah. You just never know. I'm 43 years old. Still people like 10 years ago that come across. I mean, there's people who burnt bridges with me and I feel bad for them, but I don't burn bridges. How do you keep in contact with so many people? And how do you like keep in time? I don't. You know, I mean, I'm very, I'm very focused on the business. Like I get into the office very early. My workday start around 5 a.m. You know, sometimes I'll get in the office around 7, then leave, go to the gym, come back around 10, 10, 30. And, you know, I mean, at the end of

day, with everything I've done, with everything I've on my plate, I still only have 24 hours in a day like any other person. So I have to like figure out what I'm going to focus on. We have a lot of employees and a lot of responsibilities with our current what's on currently in our plate so for me to be this like social butterfly and go and stay in touch with people i don't um that's why i was saying before is like i wish i still stayed in touch with floyd as much as i used to but like he doesn't you know he's doing his own thing he's not a grandfather as well i see all the time on social media he's always hanging out as a grandkid i'm doing my thing but when we see each other it's a big hug it's a big like surprise but but yeah it's just um you know I don't really stay in touch unless someone

really needs me for something like if someone's like hey listen like can I please like sit down with you I got to run something by you or need your help of something or just some advice like sure come by the office I got 30 minutes maybe 15 let's let's sit down but like I just can't like just be out there and just kind of hang out today was different today I was like hey like you know other than emails I was like I'm gonna hang out with my boys today you know so today I can kind of cleared my calendar, but usually like, it's like, go, go, go. I have a lot. Happy Dad is a beast. Like, Happy Dad is not easy. But it's, I enjoy it.

So Floyd then introduced you to Justin Bieber. Meanwhile, while you're running all these connections and the YouTube network thing, like you weren't really making too much money. It was the money team that did that somewhere in the timeline. Yeah. You then introduced to Justin Bieber. Were you, like, his manager? What did you do exactly for Justin Bieber? business partner now scooter bond was always his manager um um no it was just as business partner we he invested heavily in the the youtube network shots it's called shot studios at the time now it's called shots podcast network but um he invested heavily so we were kind of like just business partners on a venture um so we were kind of like me and kyle i'm not kyle's manager you know

Drew Hill is the manager of an elk. I'm Kyle's business partner. It was kind of the same relationship. It's just like we weren't underneath the same roof together. You know, because, you know, like here it's a little different because we actually built an office. Kyle works out of the office. I work out of the office.

Kyle lives 10 minutes from me. It's a little different here. You know, and then Drew, the manager, works here. We're all partners together. So the dynamic here is a little bit different in the relationship I had with Justin. Justin invested in the company was hands-on when we needed him, but he also had his music career, his touring career,

you know, everything else that he has going on. It seemed like you were pretty close with Justin as well, like friends. As I'm, like, walking around this massive warehouse. I see, like, a bunch of photos with you. Like, it looks like you're traveling with Justin, hanging out with him. Yeah. We ended up being very, very close friends as well.

You know, we, you know, I mean, there's a, you know, 12 or 13-year age difference, I think. maybe more, but we ended up becoming like just really good friends. Like I think like it's like a big brother, little brother relationship. You know, he's an older brother, but he's the oldest. So like I think like I was kind of like the older brother to him. So it was more like buddy-buddy relationship. There were, yeah, there were times that we would go to Fiji, you know, for the weekend or, I don't know, we went to France. We went to Dubai.

We went to Octoberfest and not in Germany. And it was always like, when we go, it was like we would spend three, four, five days together and not talk a word of business and just talk life. So it was like a big brother, little brother relationship. I wonder, what is it like to travel with Justin? Because I imagine he like can't be out in public whatsoever. How do you manage that, like getting him through that? October Fest, I think he walked in, no mask, no security.

It was me, him, his dad, Jeremy, and his dad, is Jeremy's friend. Andy and that one was like there was no security just the four of us walking around October Fest and I think people like were like that kind of looks like Justin Bieber there's no chance like like people were so shocked that like people just didn't really think it was him no mask no sunglasses like it was at night but still like and I think people's so wasted that I think people are just like fuck I think I'm fucking drunk because Justin Bieber just walking around here but and I think that no he did get approached though there were some people That'll come up to them. Yeah, there would be some people that come up to them.

But actually, I think there's a video online. Fuck, I forgot about this. I don't know how you look it up, but you guys do that when you show a video. We'll find it. Yeah, yeah. Like, you see a guy actually, he just tried to start a fight with Justin out of nowhere. He wasted. And I went and I just fucking took the guy down.

Like, yeah, yeah, there's a video online somewhere. Wow. How would he walk around without security? No security. But why? Isn't that dangerous for him? Dude, he just doesn't give a shit, man. He just likes to be normal.

Yeah. Like, he isn't, you know, I mean, his house has security. Like, you know, his tours have security. But sometimes he just wants to do normal things, you know. There were times, like, he's always lived in L.A., but he would just drive down by himself to my parents' house and just, like, hang out. There were times my mom would call me. He's like, where are you at?

I was like, home? Why? She's like, well, Justin's here. If you want to come over, we just order pizza. And he would just, like, go to my parents' house randomly and just, like, order pizza. and just hang out with my parents and eat pistachios and watch TV. Like, he just loves normal, normal things. I would imagine that that sounds nice after growing up, like, in this spotlight to the nth degree, right, with such intensity, since he was just like a little kid.

Yeah. Right. Like, that's probably glamorized to him in the same way that being so famous that you can't show up anywhere is glamorized to, you know, the non-famous people. Yeah. Yeah. We just took, like, a two-minute bathroom break. And during that break, we learned, what do we learn? Well, hopefully it would be back soon, but Instagram just removed Steve will do its account.

Do you know why? It's not clear. We never truly know why. You know, like, we never even truly knew why his YouTube went down. And I've heard a few different reasons, but, yeah. It's interesting that Instagram and YouTube, owned by different entities, both decide to remove Steve will do it. Now, I've heard certain conspiracies that, like, all of them are in cahoots.

They're all in the same, like, group chat, you know, or there's some guy up top that's running all of these things. What do you think about that? I think there's a person at a platform that doesn't know how to do their jobs, so they'll just read that YouTube did something, and they'll say, oh, maybe we should be doing that too. I think they're just some sheep. You think so?

Yeah. I think that person there, that person that's making that decision without properly doing their research is. Now, the sad thing is the people at these platforms that run, like, they're the worlds of the creators and entertainment, they don't know those people.

So, like, there's people at YouTube that actually, stick up for Steve and like call us and say we wish this didn't happen we have no control like they talk to Steve like there's some really that's why you'll never hear me say anything bad about YouTube because there are some people that are really most people at YouTube actually support Steve they like Steve they like no they like the shihiti's but then there's just somebody there and I know I know this at Twitter you know not I'm not going to I can't really get into why I know this, but I know at Twitter, it's like, they're not even employees at Twitter. They're contractors.

They're third-party companies that Twitter, and I'm assuming that the other platforms do the same is they contract these third-party companies to run and, you know, kind of look over the community. And those guys actually have the power and the authority to do that. So I don't think there's like a group chat. Hey, delete it Steve. Oh, cool. We'll do that in a couple days too. I think it's like, one does it, and then everyone's like, oh, well, we got to do it now, too. I think I got to do it because, you know, my job is based off what, you know, the latest tube filter article talking about so-and-sell's channel has been restricted or taken down or whatever.

I'm just wondering what viewer of Instagram sees that Steve Will Doitt's profile got deleted, and they're like, oh, yes, you know what I mean? Finally, like, they're sticking up for it. There's got to be, you know, Steve is a comedian, and he's got a very dark humor to his comedy. So there's somebody that just doesn't get his comedy and is taking it the complete wrong way. And that's, it's actually sad because that's kind of the world we're in right now where, like, you know, and I say this to Steve all the time. It's like, somebody didn't watch your video. They just probably, somebody probably send them your video and said, hey, fast forward to the 18 minute, 20 second mark and look at what he said. you know it's like and and by the way that's that's probably the worst thing you could do to me

is send me a video and say fast forward to 18 20 minute 20 minute mark just send me the video I want to watch the whole video I want to know the whole context don't just tell me to watch this one you know quick you know one minute and judge the entire video or judge your entire creator I want to know the whole story I want to know the or in the case of Steve I want to know the whole joke you know don't just give me this one thing part of his joke and make me assume that Steve said something crazy or Steve is anti this or anti that. So I think, but we are in a world of clips. We are in the world where clips go viral, you know, even this podcast, right?

Like there's probably going to be a 30 second, one minute part of this that's going to go viral of something I said and someone's going to like me because of it or not like me because of it, but that's just kind of the world we're in or like just clips get taken and go viral on TikTok or shorts or reels. Yeah. How do you get the account back, though? Well, I just, I mean, what you just saw, what Jen just did is we just reach out to the platform. It's like, hey, pretty sure somebody made a mistake and someone pushed the wrong button here.

You know, in the case of YouTube, they're like, no, no one made a mistake. Steve's out. You know, his Instagram has been down a few times. That's what I was saying, like, maybe by the time this is live, it might be back up, we'll see. You know, his Twitter has actually been taken down before. and we got that up. But yeah, it's just, you know, we just reach out and say, hey, this must be a mistake, you know, because someone look into it.

Got it. Instagram is very supportive. Twitter, of course, extremely supportive. Snap's supportive. And 99% of YouTube is supportive. It's just that 1% somewhere, I don't know where. Yeah. Now, I'll admit, I am extremely surprised that Nelka is doing as well on YouTube as

as they are, I've always felt from the very beginning that they would be up against an algorithm that maybe doesn't favor their content, that doesn't want to push, you know, their, let's say, the parting, lifestyle, the drinking, all of these things are kind of against what YouTube's guidelines generally try to push. Why do you think they've done so well? And do you think maybe there's a person that YouTube is responsible for, like, they like a certain creator or a channel and they flip a button and, like, yeah, let's... I do, well, the first part of it, I don't think NELC's doing as well as it should. I think NELC's views are really coming from a very, very hardcore fan base

because when we look at the suggested and recommended views, they're far less than some of the other channels that are underneath our network. And even, you know, I'll come back to YouTube in a second, but even NELC on Instagram, like, why do NELC boys only have 4 million followers on Instagram for us big and powerful. I mean, we're probably arguably the most powerful group of YouTubers.

Like, four million followers. Like, you know, some, you know, but you've got other YouTubers with tens of millions with not nearly the fan base that NELC has. So I don't think NELC's doing as good as NELC should be. I think the numbers you're seeing are really reflective off the hardcore audience, sharing, watching it over and over again. embedding it onto their sites, whatever they're doing, but the K factor of the video is really in the hands of our hardcore fan base.

We're not getting the recommended and suggested views compared to some of the other channels. And on top of that, for as many views as Milk Skitting, monetization is still not on the channel. The channel still makes zero money, which is crazy to me. A channel at the level of views that NELC gets right now with a very, very premium customer, North American male, 25 and up, should probably be clearing $100,000 a month. But don't you think that's because of the copyrighted music they use? No, they use the copyrighted music because they know they're not going to make money off of it.

The monetization, because of what happened or in COVID, when they threw the party in YouTube, demonitized, the Nolk and Steve will do a channel. He's been off since. So now they're just like, all right, well, we're not making money. Then we're just going to put ACDC in every video. What about the full set? podcast. That's been safe. That makes ad revenue. Yeah, that makes that that make that revenue. That was started post that time. It's a little bit different content. It's not branded

Milk Boys. So yeah, that was made about a year after. So that's been a little bit different. Got it. And then what about the question of, is there someone at YouTube or maybe a group of people at YouTube who have the influence to say, I like this creator, I'm going to turn on views for them and get their content recommended or turn it off yeah yeah there is that I mean we saw that with the Twitter files right like there are you know there are people at these platforms that say we're gonna mark this page as unsafe or there are this account as unsafe or a spam and we're gonna shadow ban it and on the flip side there's a full on I know this is a fact some of these platforms have full on white list is like it's

just recommend this at all times recommend this everywhere I don't care if they're watching a Rihanna music video. Recommend this content after the Rihanna music video, even if it's not relevant to Rihanna music video. And how effective do you think deep platforming is? Because I remember hearing Tate say somewhere on like some TikTok clip or something like that. He's like, I am out more powerful now than I ever was when I was on TikTok, when I was on Instagram, when I was on all these platforms.

Now I have much more influence after they took me off because it was like such a massive media thing like when he got removed. I don't believe that. You think D-platforming is very, very effective. I think it hurts. I think it really hurts. I think you've seen it with a lot of people, no matter what it hurts. And if you don't, if you don't believe me, go look at someone that's been D-platform, go on Google trends, and look, search their name, and how often they're searched on Google before they were de-platformed and after, right, the trends just go down. They make you pretty much disappear.

With Tate is that when he was de-platformed originally, it was all anyone could talk about for like, I would say two weeks. It was everywhere. And that's where I think he got that initial spike. So temporarily I think it does bring a lot more attention. Because everyone who hasn't heard of him was like, oh, was that Andrew Tate guy.

He got de-platformed. Let me look into it. But now when you look at Andrew Tate stuff, it's not getting pushed anymore. And I think his stay in Romania or the jail just got extended. another 30 days. And that's nowhere. Like, no one's even covering that anymore. Right. And there no development. Like, that's a huge development when he gets de-platformed. But then from there on, since he has no contact with everybody through social media, there are no development. But I think

people move on. I think when you're not creating new content or in front of people. I think Tate is a little bit different because it's so fresh. Yeah. And, and he's not truly deep-platformed, right? Like, his clips, like, he still has this TikTok army, you know, that's really, you know, like this clip army, right? Like, that's like start on TikTok, but they're distributing on shorts and real. So he's still out there. He's still fresh, but like, let's look at like some of the other guys like in the past who are completely vanished, like Vitaly, you know, like, you got to give it a couple of years, by the way. I mean, Tate, you know, Tate's only been the platform for six months or so. Like, and not fully the platform,

right? You just really lost his YouTube and Instagram. Like he was back on Twitter right away. And like I said, but he's not really off YouTube and Instagram because his clips army is still strong. Was Vitaly de-platformed? I thought he just stopped posting. No, I thought his YouTube got deleted. No, it's still up there. It came back. It was pretty sure.

No, you know what, Vitaly wasn't de-platform? Vitaly was blacklisted, which is all, you know, it was like the old version of being deep platform, meaning like nobody in Hollywood really wanted to work with him. Same thing happened with QD Pie for a little while. Yeah. Right? He got removed from his MCN. I think it would demonetized or he got kicked off Google preferred.

Yeah. I think he made an anti-Semitic remark. So, like, eventually those things hurt you in the long run. But how do you balance it? Because I know with NELC, there's got to be a balance between, you know, speaking their mind and being open, but also conforming to what the platform is able to push. because if, you know, NELC were to do something, it would also affect Happy Dad. Well, NELC is also, I think NELC has figured out a different way to create content.

Going back to that Dagestan, Russia video, right? It was like, to me, that video was like 10 out of 10 as far as content goes. You know, it was funny. It was informative. It's educational. It was behind the scenes of a UFC fighter training for a big fight. with Islam. And, you know, one thing that Kyle has done a fucking fantastic job of is evolving the content

to, and not necessarily because of Happy Dad. Yes, he keeps Happy Dad back of his mind because we are in a regulated business. But also he, like, knows that, like, what, Kyle's, what, 27 years old now? Like, he's like, dude, I can't be doing, he says it all the time, I can't be doing pranks the rest of my life. You know, I got to evolve the content. I got to change up. The fans are older now. They've been seeing this stuff for a while. I got to change the content, but going back to where we're talking about, the social networks, but without changing it drastically. Like, it can't be a sudden change. It has to be a subtle change.

So there's some of these videos of, and also these, the audience has been watching NILC for a long time. So they just want to see what everyone's been up to. They want to see the behind the scenes. So, you know, traveling to Israel, traveling to Dagestan, traveling to Vegas, or, for UFC or hanging out Dana White. The audience wants to see that, but also he's like, I can't hard cut to that. So there's been some pranks sprinkled here and there. You know, there's been some funny moments with like Hasbullah here and there.

So there's laughter and there's lifestyle in one now, which is really, I think he's done such a great job of like kind of growing up the content with the audience. So it's not the same thing. So the contents evolved quite a bit. I think that's an important thing for creators to learn. How much influence do you have on that direction? Or are you supportive if Kyle says I want to take this direction? I would say the influence I have is kind of similar to going back to like

the Beaver Music conversation we were having is I try not to get too involved with creative, but like Hill asked me like what I think. And I'll just give my honest opinion. Like, hey, what do you think? What do you think about us going to Dagestan, Russia? I remember when he asked me, what do you think about Russia? Like us going to Russia, I was like,

dangerous, but if you can nail it, fucking hilarious. Yeah, that was my opinion. Yeah. You know? Weren't they really scared of going to Russia? Oh, they were terrified. They were terrified, man. I don't know if he's admitted this.

I think I heard him on a podcast. What was he on recently? Bradley Martins, he was somewhere. Shit, I don't know. I heard Kyle some on a podcast somewhere. somewhere he spoke publicly he was terrified who's the who's the one athlete that got to the basketball player who is a prisoner there oh brittany grinder yeah i would feel like i would be terrified they would you know find something or look for something well i mean she took

weed yeah you know like i mean not that but i'm just saying like yeah she took weed i mean they were extra careful when they went um i heard someone told me that like they were so clean that like they were actually more looked upon because they're like, all right, what are you up to? Because you're not breaking Indian laws. And someone, I forgot, I think Gabriel told me, like, they thought they were spies. They're like, all right, wait a minute. Like, these guys are Americans and they haven't done anything. Well, they're Canadians, but Canadian Americans, and they haven't done anything dumb.

What are they spies? So, like, they had like, they literally thought they were spies at this point. They're like, why do these, you know, Americans usually do something stupid when they came up, but they were so clean, yeah. But, yeah, I mean, it turned out great. It's a 10 out of 10 video, man. Like, that's my favorite, that's my favorite Nelke Boys video is No Goes to Russia. It is such a great video.

No, I loved it. Yeah. I really liked the behind the scenes. Yeah. But beyond that, do you, do you ever pitch them ideas or different directions? Um, sometimes I'll throw something out, but. Think Kyle and Austin, even Salima chime in sometimes on a Niel video. Like, they've got it.

Like, sometimes I'm like, I'll over it. hear things like, dude, these guys make life so easy. Like, they've got it. Like, sometimes I'll, like, throw in something, you know, but I don't really need to. Like, these guys got it. Podcasts, I do. Like, I'll recommend podcast guests. Or even, like, maybe say, like, hey, listen, like, this episode of the podcast, this is what's going on in the world. You know, it's nice if you're going to interview this person. But, like, sometimes people want to hear about what's going on in the world as well, you know, that might get clipped up a little bit more, like a current situation in pop culture or what's going on in the world or politics, you know, maybe remind him,

like maybe bring that up. So the podcast may be a little bit more or guests like, especially early on with the podcast, I was literally just going down my roller decks. I was like, dude, Mike Tyson. I was shocked at the guests that you were able to get on the full show. Unreal. Yeah. Unreal. I loved the O.J. video. I was blown away. How did you get O.J. Simpson on the podcast? dude o j simpson actually was um believe in or not the oj story was bob menry had reached out and dm'd oj um and and he had connected his like business manager instead of talk to my business manager so bob was like hey talk to the business manager and and at the time like they were kind of like not into it into it and you know we were

kind of towing with the idea of maybe the guys really wanted to do it like they were like do whatever it takes and we were towing with the idea of maybe like offering some money to get OJ on and and we were kind of talking about this idea and then Kyle and I just talked separately and we're like, dude, like, we can never go down the path of paying guests because that's just like, it's just going to not end up good. Like, people are going to get, words are going to get around, and now, like, everyone's going to expect that. We'll get into mindset of paying, so we didn't do it. And we kind of like stopped talking to OJ's person for about, I don't know, about a year.

And then OJ's guy called me. A couple months ago, and it was like, hey, like, if the guys want to do OJ, like, he's in. I was like, hey, listen, like, we don't have a budget or anything like that. He's like, no, no. He's like, he just watched the Elon episode. There was three of them. It was Elon Mark Cuban and one other one. I forgot which one.

I don't remember. He's like, he just watched these three. He was a football player, I want to say. Shit. I don't remember. Maybe Joe Burrup? No, it was someone more recent. But, anyways, he just saw these episodes.

and like he's actually a fan of the show like so i called oj i was like bro i got oj and he's kyle's like we're not paying i was like no like money's not even a part of the conversation so i thought it was so balzy that he asked him felt like well that was the only way i mean kyle and i were talking about that like dude the only way we could do this without creating a platform for what people think oj did is um you know it's to ask like you know like we can't like you know like you got to ask and i was like yeah no shit of course i'm not ask, he asked four times in different ways, you know, he disguised this question, but he asked four times. I loved all like the puns like, yeah, we're going to take a stab at the episode.

Oh, yeah. That was hilarious for me. They were talking about like going out. He's like, yeah, we'd be a deadly duo. That's too good. I don't know, I don't know if I'd had the courage to like, just write. Oh, bro. I feel like you have to be like, if you have, like, you can't just like, you know, tiptoe around that. Every, I'll tell you what. I check it out. I, every episode, almost every podcast guest that I booked, I've been there for that person. Yeah. Episode, whether I sat in on it or I just sat behind, like, just make sure everything is cool. That one, I was like, I think I have to go to Atlanta.

Sorry, guys. Like, I just saw, I was like, I kind of needed to be in Atlanta. I could have canceled Atlanta or reschedule if I wanted to. I was like, no, no, I'm not reschedule. I'm going to Atlanta on a work trip. Sorry, you guys got this, meet him in Vegas. Okay. OJ had just said, like, hey, you know what, I'm stepping outside, delete all the footage here.

that's it. Like, could he have done that? Yeah. And so how do you balance the two of just like, you know? Just roll the dice, man. Really? You just rolled a dice. Like, there's a lot of things he could have done. He could have fucking got up and I, he could have just Yeah, you got to do that. He could have walked out. You know, he could have you know, you just, you know.

So what's your perspective on having controversial guests on the on the podcast? Are there certain people? that you would deny to come on the podcast, even if they have a bunch of influence because they're too controversial? Who would be a controversial person to have on? I mean, obviously we had Trump.

I don't think you could get more controversial than Trump or Tate. Yeah. And those did- He wasn't so controversial at the time. Well, the second time, but that never uploaded on YouTube, which was the weirdest thing.

Got a strike, actually, yeah, strike and a removal on the channel the day we were uploading part two. which was like maybe a blessing in disguise. So I think when it comes to Jack and I were a bit on a spectrum when it comes to who we want on the podcast. Jack is eager to take more risk with guests and I'm probably too safe and conservative.

Like I want the guests who are like I really look up to who I admire, who I'm really interested in. And Jack's a little bit more of like that, you know what? We should expand and get people maybe who are a little bit edgier, people that not like who someone like? I think I'm too eager and he's too conservative. So who someone Jack would want that you would want for? I wanted on Andrew Tate when, and we were DMing him.

We had like a back and forth. He was down to come on. Graham said, no, it's a little too sketchy right now. And then so much stuff happened, right? Like he got arrested for a little bit and Graham's like, hi, I told you so it would have been a bad idea. Then he got released from that and investigated for, you know, the thing. And then I was like, hi, I told you and it's the back and forth with that.

That was one of them. Who else have we discussed? There's been a few other people that I've just, felt like they just seem a little sleazy to me. Anyone you want a name or no? No. Sneko, I was really down for for a while. Graham was a little opposed to it, but not super opposed to it.

And then after exploring that more and discussing it more, Graham is now kind of like, he's like, okay, maybe that could be an interesting episode. My perspective is, if somebody has, like, a bunch of fans, they're obviously saying something that people want to hear, right? and I like to be the type where I can hear out any perspective, no matter how extreme it is, because how do I know I'm right? How do I know my perspective is right without contending it with something else, other perspectives? And I definitely think I'm too eager to the point where I could have on people that would be damaging to our reputation. In the same way Graham is probably

too conservative where it's hard to branch out into different niches when we just continue to do similar things on the podcast. Yeah, I would agree with that. I think the one value, Tate would have brought to you guys would be views. But outside of that, I think you guys, like, attract a lot different of people. You know what I mean? Like, your brand is a little bit different than bringing on Andrew Tate, in my opinion,

just kind of, like, knowing your guys' brand and seeing what you guys have done. We definitely do have a certain type of brand on the Ice Coffee Hour. It's most of the time, it's, like, business-minded people, entrepreneurs that have, like, made huge businesses, stuff like that. We don't really talk about,

we've never discussed politics. We've never discussed, like, social norms and experiments and activities and stuff like that with like people like Sneco or something like that that discuss things like that I don't know much about Sneco honestly he's similar to him he's very similar to Tate yeah that's what I hear I've never seen any of his kind we met him he came with Salim's birthday and but I've met him in person I just never I don't know anything about his brand so what do you think about potentially branching out and exploring more diverse topics on the podcast like I'll

tell you my goal by the end of this year's hit a million subscribers and I'm like we're gonna do that and Jack was saying well if you want to do that we have to take a more broad approach and get on more controversial guests I'm open to it but but I feel like we could also do that in a way that that we're spreading messages that we don't have to like rebuke like we don't have to come on and like necessarily try to you know pitch a different side to our guests or try to like I don't want to say attack but like really disagree with them if that makes sense yeah Like if I was your guys' partner, I would say, yeah, I don't even think you need to go that route.

I think when I think of you guys and what you guys have done is the controversy gets views, no doubt. Right. Tate, Trump, probably Sneakow. I haven't seen this content, but sounds like he does. But also, like, I think what the world really needs and what your audience needs. and one of my favorite things that happens with the Folson Podcasts at times is becoming educational to that young entrepreneur. That people listen to you guys. And this is why I wanted to do this. When I wanted to do this, it wasn't necessarily to talk on my relationship with Beaver and Mayweather and Nelk.

It was to talk about how I started the business, what it took. You know what I mean, me not being afraid to just drop out with two weeks left to start my own business. You know, obviously my mom didn't like that. Like, you know, like, you know, but now I've proven to my mom, like, maybe that was the right move. And I think, like, I think that's what the world needs right now, more than anything, is like young entrepreneurs like us to come out and educate someone to start a business, you know, whether it's starting a business, a traditional business like what I did, or getting into the Web 3 space, the NFT space, which is very, very,

very early and people are learning, getting, becoming a YouTuber. I talked about this once when I was on Impulsive and then obviously I got busy with Happy Dad, but I still want to do it. Like one of my dreams is to write a book on how to write, you know, how to start a business on YouTube. And, you know, like, yeah, you became a creator, but now what? You know, are you going to be dependent on ads and advertisers or are you going to build one of these products?

Because I think that's the best thing. That's what every YouTuber should do, you guys, Mr. Beas is doing on, obviously. Logan's doing it, obviously. Nelke's doing it. And Bradley Martin's doing it with Roggey and zoo culture. But like educating people that. Like letting people know like this is, you know, I've heard this a few times. I have a lot of friends who are kids from age 8 to like 12.

You know, the number one thing kids say right now in school is I want to become a YouTuber when I grow up. You know, when I was in school, it was like, I want to be a policeman. I want to be a doctor. I want to be a fireman. It's none of that anymore. want to be a YouTuber when I grow up. Okay, what does that mean? You're going to get views, you're going to get subscribers. How are you going to make real money? You know? And I think that's what the world really needs more than anything right now. It doesn't sound sexy. You know,

I mean, it doesn't sound like it's going to get 10 million views an episode. But I think it long-term rise, it gives you that credibility. And I think that's what really, you know, guys like Mark Cuban, who, Mark Cuban had a blog called Blog Maverick. You know, you put, upload once or twice a week, just by sharing business ideas. And those are like a lot of the things in the early 2000s when I was doing my direct TV business that I would, you know, read and learn. And I think we need more people like that, like what Mark Cuban did for me when I was younger. What's one of the things that you've learned from your guests?

Like what's been the most memorable? Like something I learned from them or just something I learned from the experience. I think either one. Yeah, just something that sticks out to you. I think Mr. Beast episode validated. We knew that launching Happy Dad. and what we've done with Happy Dad and what I was doing with Mayweather

10, 11 years ago with Money Team is the future of creators but like Mr. Beast just like straight validated it. Like we just pretty much said this is the only way creators are going to make it these days. Every, I think this, and I've said this a bunch of times, I've said it on a podcast,

I've said this here, I say this to friends. Every creator is going to end up every creator is going to end up having a podcast and every creator is going to end up having a product that they own. You know, I think the days of advertisers on a podcast are going to be doomed. I think every creator, you know, a podcast, if you could figure out the good conversation part, which is not that hard.

It's like talking to a friend on the phone. You know, if you can figure out the good conversation part, you could have a successful podcast. and the hardest thing for creators has been breaking onto YouTube. Every creator's figured out Instagram, they figured out TikTok, you know, Twitter, they've kind of figured out, you know, Twitter, they've kind of figured out, you know, Twitter's not that hard, just say something. But YouTube's been very hard, right? Because before, prior to this growth of podcast, the last four or five years, the only way to grow on YouTube was really if you were a musician with a music video, a vlogger, or, you know, made like short films or comedy sketches. There was really no other like creative vertical of content creating.

And vlogging was very hard. Short sketches, expensive and hard. The music videos, of course, you have to be a musician. Podcasting has now made it like, like I, like I've had YouTube.com slash John for like 12 years. But I don't create content on there. I put my wedding video on there and like some random shorts. You know, but I've always like, dude, like, why don't I have a YouTube channel? What do I do?

I'm not going to vlog my day. I don't have time for that. I'm not an actor. I'm not going to make comedy videos. If I can make a podcast. If I really wanted to, I could go and launch a podcast. I could pick three of my friends. We could talk about what's on sports tonight and who we're betting on or who we're, you know, picking on fantasy.

And, you know, I mean, like, I could, like, it's really easy for me if I really wanted to. I would ask you what, you know, mics I should get, how they said. this up or ask Oz got to come help me real quick. You're right. It's really easy. For me now, after all these years of owning a YouTube channel, launch a YouTube show of some sort. So I think a lot of more creators are going to figure this out. It's a lot more easier to do this than vlogging or whatever else creators have been doing over the years, which ends up getting old anyways. And then how do you monetize that? Well, you're going to learn from, no, you're going to learn from Logan, you're going to learn from Mr. Beast to create your own product. And there's

going to be more people like me you're going to be able to find where like you just find a business person that's going to be able to figure out how to make the right product for your brand and create it and be you become a partner what would you recommend for us in terms of a product i think coffee's a natural one but i've been doing coffee now for two years and the margins are really really really slim on coffee um i would love to get into something finance related like some sort of money saving app or just something like that um But then I think to myself, I'm not, like, my strength I think is YouTube algorithm, being on camera, asking good questions, that aspect of it. I don't want to split my time between that and, like, trying to figure a business on the back end of that.

Well, that's why you've got to find someone to run the business and you do a joint venture or some sort with them. You know, whether it's like a 50-50 partnership and say, hey, listen, I'm going to be the media side of this brand. you're going to be the product side of this, and let's go make something together. You know, there's a lot of, there's a lot of different markets you could tap into. Like, we want to, happy dad, the company wants to own what's inside convenience stores.

Like, that's what we want to go after. Like, we're going to create other products down the road We have Happy Dad now. We'll probably have our beef jerky brand, board jerky. You know, maybe one day we'll have a non-alcoholic beverage. Maybe we'll get into things that are at the counter at the checkout stand, lighters or probably not vape. I'm not a big vape guy, but maybe cigars.

You know, like whatever's in a gas station, convenience store or a grocery store is what we want to own. But I think those are like, you know, you got to just kind of look at, that what, what, what, it's really what, you got to find a balance between what your audience wants and what you're passionate about. Kyle liked Celsius. Logan's an athlete, Kayas, an athlete, made sense for them, like a sports drink.

So from your experience being on the iced coffee hour, you also mentioned that you think everyone's gonna come out with a podcast. How do we level up and make sure that we're ahead of the curve and we stay ahead of the curve here? You got to find out what your, your your the main vertical topic is and just own that dominate that niche yeah yeah just dominate that niche we were talking about that actually me and jen were talking about that the other day is like you know like someone could create a you know recently divorced podcasts and just own that you know i mean

like there can be wedding you know getting married soon podcast all the things you need to do about getting married and like you know having like you know you know brides that are you know have their wedding coming up and their experiences on like ordering catering ordering the DJ venue flowers all this so you know I mean like just so many different verticals of life that people could talk about um you just have to own that and it's not the same thing you know I think like I think it's more about the topic than it is like having guests getting guests helps take maybe pressure off of you because they could bring you things to talk about

but they don't, it's not necessarily about the guests in my opinion. That's interesting because one of the biggest pain points for us on the podcast are getting consistent high quality guests. Now you're saying that that isn't the most important thing. It is not. Why is that? Because we found that if we have a guest who either

has a name, they're known, people are searching them or they have a really, really cool unique story, the videos do substantially better than if we get a no-name person where their story's a little meh, Even if the conversation is great, if people don't know them and we can't convey a reason to click on the video or watch to begin with, it does worse. It certainly helps if you have a guess because now you use that person and your title, thumbnail, and you're tracking their audience because YouTube is so smart that'll find people who are interested in that person and drive their traffic to you. It's just more pressure on you because now if you don't have a guest this week, you don't find anyone.

What are you going to do, not upload? because you're dependent on the guest. You know, you've got to figure out kind of the balance. Yeah, it's nice to have certain people, but don't be dependent on a guest because what's worse than not having a guest is not uploading. I just think the utmost, or like the equilibrium between like frequency and quality

kind of right their lands at once a week. And of course, if there's some sort of event or something that happened, such as Graham's fight in the Creator Clash, that was a super cool event. We're not going to reserve that for a Sunday. We can do that all in-house, just us, And then sure, on that occasion, yes, we can post one in the middle of the week.

Yeah. But leave that up to other things that could potentially be happening. And if they're so exciting, we have to talk about it, we'll do it. But if we adhere to some schedule where, oh, every single Wednesday we have to release an in-house podcast episode. Yes, we will run out of things to talk about. And for me, it's really hard to put something out there that I don't feel 100% confident in is like, yo, I don't want to be wasting people's time with this. Like, I want them to tune in and be enthralled every minute, you know? Yeah.

Yeah. Well, that's why you're a great content creator too, right? Like, as content creators, you guys have directors and editors, right? So you're directing what you're creating and you're editing at the end. You're going to figure out what is great out there. And yeah, I mean, you're not afraid. I think great content creators are not afraid to throw away content either. Doing a lot of things, Kyle, I've seen. So what happened to that footage? Eh, wasn't good enough. Hmm, really? Like, we went all the way here and there, spent all this money, eh, wasn't good enough. You guys ever shoot podcasts and not post them? Yeah.

Yeah, it's a sore subject. But yeah, there was one. Can you say who? You can't remember it. Well, Steve said it, and Steiney got mad that Steve said it, so that's the only reason I want to say it, but there was an episode with Andrew Schultz. Oh, whoa.

And, man, sorry Steinberg, man. I love you, bro. Like, don't text me middle of the night, upset, but Schultz went after. Like, you know, I think, you know, when, like, a stand-up comedian, like, looks in the crowd and decides, like, just go after somebody. Well, I think, like, Schultz was kind of, like, went after Stiney. And he, um, and it was pretty awkward. Was it the whole episode, or was it, like? It was a bulk of it.

It was like... And, no, you couldn't cut around it, or... He would come back to it, and, like, he just wanted to go after Stiney. All of us felt. bad for Stein. You're like, damn. Like, you know, it's like, I know that feeling. It's like, I've actually, I was at a stand-up show. Dave Chappelle a long time ago when he was first coming.

And he decided, a small place improv here in Irvine, I don't know, 2000, 2005, 2006, I don't know, long time ago. Dave Chappelle was on a come up, blown up then. Somehow somebody fucking picked this, just eyed me and just the whole show was just roasting me. roasting me. What was he saying? I had a big beard at the time and it was like a couple years after 9-11 so he's like we found them you know like bro he was going ah you know and everyone's laughing like how to feel for you? I love DeChapelle still yeah that probably felt cool no no at the time I was like you know I'm with all my buddies they're all laughing but they were like but the thing

with my buddies and they're still my friends like they all like we all roast each other anyway so like just felt like one of them was roasting me. So at the time, I was like, fucking that sucked. Like, why me? But like, honestly, like, then after that, like, just watching Dave Chappelle come up, I was like, all right, like, I love Dave Chappelle. Right, that's like a badge of honor right there. Nah, I still hated it.

No, I don't even talk about it. Like, I bring this up, like, once every, like, five years I remember. I try to, like, get it out of my memory. But so going back to Stiney is like I felt his pain a little bit. You know, it's just like, so. Anyway, so that episode, he was just like not happy about it and just never really came out. So did he like veto the posting of it? You know, at the end of the day, it's Kyle's decision.

But I think it was just one of those things where she didn't want to deal with it. We were just like, you know what? There was someone else that we interviewed right around then and we're like, we'll just go with that episode. I forgot who it was. but it was like a big name and we're like well we'll just go with that one instead I remember when it was it was December

so whenever the December uploads were was a big name but interesting huh but that was the only reason I get that though I don't think you necessarily want to make anyone feel bad or or you know cause any connection

This is the thing, Steinie one thing about Steinie he could be a little shit sometimes but he also does a lot for the company He really does a lot. Like he introduces us to partners. He helps with the podcast a lot.

You know, he came in and he helps with the podcast behind the scenes and then he came in during a time where Kyle needed a consistent, solid co-host and helped step in there. Helps with the creative, helps with questions, which is part of the behind-the-scenes stuff, helps book guests. Helps even with me, like, like, don't you know this person? don't you know this person? Yeah, kind of.

He's like, well, can you get them on the podcast? I'll see what I can do, right? He'll kind of help, like, kind of give me a little layup. So he actually does a lot for the company. And he was Steve's assistant for one, right? He was, yeah. I liked his whole come-up story. I listened to all of his podcast, too.

Like, where he tells the story of, like, working for Steve and doing anything. Like, 2 o'clock in the morning, Steve wants something, he'll drop everything. Yeah. And he'll get it done, even if it means he's not sleeping at all. Like, I love that sort of hustle and that sort of. sort of mindset that you'll do whatever it takes just to make it work. He's definitely a go-getter.

He and I don't always see eye to eye. We always argue. What do you guys argue about? Anything. Like, he just, you know, he goes through these middle of the night rants, and I don't like middle of the night rants. Like, don't text me in the middle of the night, please. Don't text me about anything.

I don't text me about anything good or bad. Just don't text me in the middle of the night. And he'll just go through rants sometimes. So then I wake up. Ideas or? No. Like, I don't really know. I try to black it out.

You know, he just, you know, he just has this moments. Okay. But I appreciate that guy. So I'm curious, because you seem so knowledgeable in so many things and, like, almost like an expert in all of these fields. What do you think your weak points are? You were asking me about if I ever give the guy's ideas. And, you know, I don't think that's my lane as much as I'd like to, because I love everything we do. I love the videos.

but like sometimes, you know, think of something like, damn, I wish we could do this. But then I'm just like, nah, these guys got it. Like, I'll just sit. I'll just have that idea in my head. But I just, I think that on the creative side, milk is knelt because 99 out of 100 ideas come out of Kyle's head. And I just leave it at that because milk's got to remain milk.

And that one out of 100 might be an idea that, like, Steinie or Steve or Saleem or Austin gave them, you know, and maybe it's less, maybe it's 80, 20, but whatever it is, I just stay out of that because these guys know what they're doing. What NELC was doing before my time worked and what NELC's doing post my time as far as content works. Like my lane is to build the business, to protect the business. So I just kind of stay at that. I try not to get, you know, I'll walk by the conference room.

Sometimes there'll be a meeting and someone will wave me in. I'm like, what are you guys talking about? The next idea is, what, you got anything? And I'll just walk out like, no, I don't have anything. I'm just going to go back and, you know, just let me know when the video is going live. I'll make sure everything's okay on the business side. But I think that would be a weak point. I think, you know.

That's also a strength, though, because you're also recognizing where your fault is and how you're not going to interject yourself in conversations that you can't provide value in. Well, yeah, but I think it was a weak point before because maybe in the past, I used to insert myself into the creative side of things, whether it was with NELC, not necessarily with people I've worked in the past, and I've kind of learned, like, don't do that. Don't get involved with the creative work on the business. You know, another thing was, like, what Jen said is, like, taking on too much.

But now I've learned hire, like, just hire people and fully trained. You know, when we hire people here, they have one job and one job only, and that's their role. There's no, do a little bit of this and a little bit of that. You know, some people believe in, like, hiring Swiss Army knives, someone that could do a little bit of everything. I believe in, like, hiring machetes. Like, do one thing and one thing only.

Like, your job, like, we have one guy that works for Happy Dad. She came on board, and her job is to service 7-Eleven and 7-Eleven only. The other day I was driving by Chevron, you know, they have the extra miles, and I went in and we're not in one, but I've been to a couple, and we are. So we're not in consistently all the Chevron. So I was thinking, do I call Kylie and tell her to check on Chevron, the extra miles at Chevron? But I thought like, nah, let her focus on 7-11.

Let's hire someone else just for Chevron. Let's hire someone else just for a surplus K. There's plenty of these locations to pay for the person as a salary to compensate the salary. So that's why I think, like, something I've learned in the past before is like, let's have everyone do everything. Even Jen, when she came on board, she was doing a little bit of everything. and you know everyone now it's like the thing when you're hiring someone just give them one job and let them be great at that don't give them a little bit of too much because then they're going to drop the ball on something else and you're not going to be happy and now you did a

disservice that person because now you're not happy with their performance you're going to let them go and fire them and then it's kind of fucked up on your end because you didn't properly train that person and now that person lost a job because you didn't properly train them or educate them on their role so that's something else that I've learned is like when we hire someone and just give them one job and one job only and let them be great at it. If they're done by 5 p.m., good, go home. Don't say like, oh, they don't have enough, give them a couple more things, so they stay late night like I do.

No, they're done by 5 p.m. They got the job done, everything's done. Great, great, let them go home. How involved in management are you? Management of employees. Very, very. That's probably my number one task is working with our employees. How do you learn to be a good manager?

And what do you think a good manager does? Think of exactly what I just said. I think, you know, knowing before you hire the person, knowing a role that is necessary to help the company with growth, whether it's, you know, growth in product or growth in revenue or really both. And then find someone that could fill that role, train them on that role, and let them focus on that role and that role only eventually they'll be great at that role. And then eventually, then you have some people, then you group these people up and you build teams. And then, because I could only, you know, happy dad's got near, you know, over 50 employees now. I can't talk to 50 people all day, every day.

So now I have five direct reports. And these guys have teams underneath them. And soon we'll have state leads for every single. So the representatives in each state will reach out to the state lead, and the state lead will reach out to the national lead. and the national lead reports to me. But I think like splitting up these roles and letting people be focused on one thing

and one thing only is very important. How do you decide when to cut somebody? We have a very, very low turnover. I think if somebody doesn't do the job that I'm saying and doesn't really, well, if someone doesn't do that job and it's not the right fit, we'll give them two to three other roles first and try to get them to fit

to one of those two or three other roles. And if they don't get to probably the third, then they're just not a fit for the company. But we will give people up to three different chances. I'll start them at this one role. Let's just say this person that worked at the 7-11 rule. She crushed it from day one. She's crushing it now.

But if she didn't work out with 7-Eleven, she's not great at talking to store owners, retail store managers. So maybe we would give her another position and move her to e-commerce. Maybe she would be responsible for putting products on Amazon.com. If that didn't work, then maybe we would move her over to helping build podcasts and build,

you know, we're going to get into like the country music podcasting pretty soon. And like, you know, we're building a studio in Nashville. I'm going to have a whole studio there for Nashville and country genre podcasts. Move her over to that role, completely different role. And if that didn't work, okay, she's just not. sure capable of working here and how do you balance the the business and you're also newly married how do you balance that and you know making sure that everything's fine at home it's a good question speaking i have dinner at dinner tonight with her yes um well the good thing is she has got a full-time job

during the days as well so when i'm working she's working she works for a company called erbie that um completely different world but um They're these really cool, like, lifestyle hip apartment complexes. She's the head of recruiting there. So she's got her, she's, and this company is growing like crazy. So she's very busy there. So during the days, like, it's fine. Like, I'm working.

She's working. And when I come home, we both like to go to bed early. So we just grab dinner together and go to bed early. We wake up early, spend the mornings together. And then I head out come to work. but the weekends are just for us. You know, I try not, unless I'm traveling with the boys for something that's really important, like a new state launch or, usually a new state launch or something Happy Dad related.

You know, we just, I just make sure that times I got with her. I'm off my phone and spend the time with her. So what's next for Happy Dad? So we're right now and we're in 16 states. We've been really focused on just really optimizing those states and growing to penetration, building out a sales staff that actually goes and meets with store owners. Store owners at the end of date, they want to meet the brand. Like, they don't want to meet, you know, we have a lot of middlemen, you know, our distributors,

the people work for the distributors. But, you know, the store owners want to meet someone that walks in with a happy dad shirt and a happy dad card. They want to meet the end product. So we're building out that team right now. So we're currently in 16 states. We're going to be launching five more. And then we're going to be launching Canada.

So we'll be in 21 states in Canada. And we'll just be really focusing on being great in those states and optimizing and, you know, building another sales team, getting into bars, getting into restaurants, getting into all types of different. stores from gas stations to convenience stores, grocery stores, club stores, Costco, Sam's Club. The Happy Dad model to me, you know, a lot of those who don't know us say like you're the next white claw truly. No. Those who think they know and say you're the new next Budweiser. No. To me the model I've always looked at is Pepsi Cola. You know, I've always been inspired by Pepsi Cola that model. You know, Pepsi owns Pepsi.

Pepsi owns Gatorade. Pepsi owns Frito-Lay and all the different chips underneath the free-to-lay umbrella. Up until recently, Pepsi owned Taco Bell, KFC, Pizza Hut. So, you know, Pepsi doesn't only own Pepsi. Like they own all these other brands. That, you know, 99% of the world wouldn't know that these Frit-Lay brands ruffles

and, you know, Doritos and all of them are underneath that umbrella. 99% of the people don't know that Gatorade is owned by Pepsi. And that's kind of like the model that we want to go out there. It's like, but the end product is Pepsi. Like they really care about Pepsi sales more than anything else. They just, you know, the other ones compliment it. And I've always looked at kind of Happy Dad the same way.

It's like Happy Dad to us is our Pepsi. And we'll be launching our Pepsi. beef jerky line and that to me is our free delays that's our that's our chips you know soon we'll be optimizing our you know our like nutritional side of things um with like the full sense supplements business and that to me is our gatorade the future of happy dad is really the beverage more flavoring more more states more feet on the ground, and more brands underneath the Happy Dad umbrella. The big business is like building ventures together, and what is the next brand underneath

Happy Dad? Never know. Maybe a holder pitches us on a vegan potato chip that tastes great, you know, like oil is vegan and made with olive oil, whatever it is. Yeah. Cool. Thank you so much for doing this. Yeah, seriously.

You gave us so much time. You're very generous with that. Yeah, I got to go. Cool. Thank you again. Yeah, of course, guys. I'll link to all your info down below in the description. Yeah, thank you guys.

Thank you. Cool. Thank you guys for watching. Really appreciate it. Until next time. I want to make sure we're not putting you behind. Yeah.