約書亞·科恩

2023年6月16日

播客:洛根保羅和KSI是由我們自己的約書亞·科恩(這是我)和勞倫Schnipper。我們在其他地方。去CreatorUpload.com。最近,我與很多孩子在奧斯汀的家庭婚禮。具體來說,有一個6歲的男孩,一個8歲的男孩,一個10歲的女孩,和一個11歲的男孩。我們去McKinney瀑布,試圖看到幾百萬墨西哥無尾蝙蝠,並使多個訪問任何大盒子商店附近的為了得到更多的'。訂閱得到最新的創造者新聞訂閱'是運動飲料推廣和洛根保羅和KSI共有,第一次在2022年1月發布。保羅說這一年超過2.5億美元的零售銷售。記者Darren Rovell說,它類似於2023年3月的5170萬美元的銷售額。(把它在運動飲料類別# 6。 For some perspective, Gatorade was at #1 with $263.5 million and Powerade was at #5 with $53.8 million.) On the second trip to a nearby Target to get a re-up, I asked the four kids with me who they liked more – Logan Paul or KSI? Here are their responses: “Preston’s my favorite.” – 5-year-old “I’m watching a lot of Ssundee.” – 7-year-old “Who?” – 10-year old. “Kay ess why?” – 11-year-old. These kids had no idea who they are. There’s this platonic ideal of creator-brand creation. It envisions a product that – with the perfect amount of promotion and market fit – it can reach a terminal velocity and escape the confining influencer-sphere of whatever creator started it. It can then ascend into the general marketplace to be bought and consumed by all. It almost never happens. Maybe Jessica Alba’s Honest Company? Though that’s no longer a raging success story . Newman’s Own? Do people who don’t know Rihanna buy Fenty? Or maybe that doesn’t count because Rihanna is kinda ubiquitous? Anyway, yeah. It almost never happens. Until it does. It’s a combo of the branding (the bright, solid-color packaging is reminiscent of some of the most popular kids’ videos on YouTube), the marketing from a couple of its creators (Paul posts regular savvy breakdowns on TikTok ), and the sponsorship deals (Prime is now the official sports drink of the LA Dodgers, UFC, and Arsenal FC, and just signed a six-figure deal with Base Sports Group to get the drink in some youth sports venues and tournaments) that have all contributed to Prime’s trajectory. Now it’s a status symbol for kids who don’t even know who the founders are. Like the title of this article says, Logan Paul and KSI did it. My co-host Lauren Schnipper and I (joined by Viral Nation CEO Joe Gagliese) talk all this and more in an installment of Creator Upload . Subscribe on Apple Podcasts or whenever you listen. You’re gonna dig it. Subscribe for daily Tubefilter Top Stories Stay up-to-date with the latest and breaking creator and online video news delivered right to your inbox. Subscribe