WEBVTT - Advance Placement: What Every Content Creator Needs to Know

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<v Speaker 1>An illegal alien from Guatemala charged with raping a child

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<v Speaker 1>in Massachusetts. An MS thirteen gang member from Al Salvador

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<v Speaker 1>accused of murdering a Texas man of Venezuelan charged with

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<v Speaker 1>filming and selling child pornography in Michigan. These are just

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<v Speaker 1>some of the heinous migrant criminals caught because of President

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<v Speaker 1>Donald J. Trump's leadership. I'm Christy nom the United States

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<v Speaker 1>Secretary of Homeland Security. Under President Trump, attempted illegal border

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<v Speaker 1>crossings are at the lowest levels ever recorded, and over

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<v Speaker 1>one hundred thousand illegal aliens have been arrested. If you

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<v Speaker 1>are here illegally, your next you will be fined nearly

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<v Speaker 1>one thousand dollars a day, imprisoned, and deported. You will

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<v Speaker 1>never return. But if you register using our CBP home

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<v Speaker 1>app and leave now, you could be allowed to return legally.

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<v Speaker 1>Do what's right. Leave now. Under President Trump, America's laws,

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<v Speaker 1>border and families will be protected.

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<v Speaker 2>Sponsored by the United States Department of Homeland Security.

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<v Speaker 3>Can we get into the gaming because we had the

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<v Speaker 3>conversation and I had never thought of this, and I'm

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<v Speaker 3>glad you brought it up. So when we talk about gaming,

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<v Speaker 3>obviously a big industry, you know, kids are gaming, but

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<v Speaker 3>they're youtubing what they're playing, right, So Twitch becomes a

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<v Speaker 3>major platform in that space. But when we were talking

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<v Speaker 3>about the games we grew up on, the Mortal Kombat,

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<v Speaker 3>some of the violent games, they're less likely to be

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<v Speaker 3>put up on YouTube now because of the gore and

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<v Speaker 3>the violence, and so that kind of shapes the way

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<v Speaker 3>that a video game company might actually decide to put

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<v Speaker 3>out or distribute a game that has such things. And

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<v Speaker 3>so I'm looking at the space now, and I know

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<v Speaker 3>some of those popular games that the Grand Theft, all

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<v Speaker 3>those the Call of Duties. Do you think because of

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<v Speaker 3>the violence that is attached to them, the strategy might

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<v Speaker 3>change for Twitch? Or how does that work? Because I mean,

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<v Speaker 3>obviously people watch it on YouTube. If YouTube is going

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<v Speaker 3>to start demonetizing for violence and monetizing for language, how

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<v Speaker 3>does that affect the industry?

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<v Speaker 4>I believe the video game companies now get affected the

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<v Speaker 4>most because they have to figure it out. So when

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<v Speaker 4>we said Mortal Kombat eleven came out a week later,

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<v Speaker 4>they had to drop the price point by twenty percent

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<v Speaker 4>because they didn't do the projected sales that they wanted.

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<v Speaker 4>Because how this conversation came up. Troy was like, yo,

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<v Speaker 4>I'm I'm raw, I'm nice at Pokemon, pinball, at Mario Kars, Okay.

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<v Speaker 2>Well, theset thing, It's all true.

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<v Speaker 4>Then we started getting into the games that we grew

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<v Speaker 4>up on. We brought up Call of Duty in competitive

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<v Speaker 4>sports and I said, do you know why most YouTubers

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<v Speaker 4>only stream Fortnite and Minecraft and Roadblocks and why they've

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<v Speaker 4>been at the top for the last five plus years.

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<v Speaker 4>It's because they don't show any gore or violence. If

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<v Speaker 4>you think about it, Fortnite is guns, but what happens

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<v Speaker 4>when you shoot a character digital stuff comes out them.

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<v Speaker 4>They just they like they teleport somewhere. They don't like

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<v Speaker 4>blow up or they blood splatters everywhere.

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<v Speaker 2>Like Call of Duty. No tea bagging, none of that.

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<v Speaker 4>So with Call of Duty, it's like on a competitive level,

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<v Speaker 4>and for Twitch it'll still do great. And I do

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<v Speaker 4>believe that they've solidified themselves as that game because they

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<v Speaker 4>have those tournaments in place to have people still want

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<v Speaker 4>to play those games. If Mortal Kombat or any video

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<v Speaker 4>games of that nature want to do that, I believe

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<v Speaker 4>they have to take some of that money that they're

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<v Speaker 4>making the revenue because it's a lot, and put it

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<v Speaker 4>towards a prize pool so that more community players can

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<v Speaker 4>get involved. But will it be the thing that people

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<v Speaker 4>talk about on YouTube?

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<v Speaker 3>No?

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<v Speaker 4>Granted, Auto I believe has such a cult following and

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<v Speaker 4>because they had like all these mods that people can

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<v Speaker 4>play on that it won't go anywhere. But if we

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<v Speaker 4>look at history and how it repeats itself, we can't

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<v Speaker 4>think that we are not going to get censored at

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<v Speaker 4>some point, even on Twitch. Like right now, you can

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<v Speaker 4>do it on Twitch, but is there a possibility for

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<v Speaker 4>one game or to take it too far that the

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<v Speaker 4>entire platform gets censored, just like what happened with YouTube

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<v Speaker 4>because of Logan.

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<v Speaker 5>Paul so Logan poll the reason why they start censoring YouTube.

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<v Speaker 4>Yes, interesting, they called it the ad apocalypse because advertisers

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<v Speaker 4>were like, wait a minute, we're advertising our stuff on

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<v Speaker 4>his platform. That's making our brand look bad. And now

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<v Speaker 4>because YouTube wanted to please those advertisers, they're like, Okay,

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<v Speaker 4>well let's do this quick fix. Let's just use an

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<v Speaker 4>AI and an algorithm to cipher through everybody's content and

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<v Speaker 4>you just wake up one day. Imagine like with loaded Up,

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<v Speaker 4>we woke up and four hundred and fifty videos were

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<v Speaker 4>all age restricted demonetized. Whenever we uploaded a video, people

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<v Speaker 4>were not getting their notifications. Subscribers weren't getting their notifications.

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<v Speaker 5>Got shut out. Yeah, because it was weird. Correct, Yes, Okay,

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<v Speaker 5>let's talk about you working with brands, right, because, like

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<v Speaker 5>I said, you worked through a variety of different brands

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<v Speaker 5>from Meta to Jordan to Amazon to Red Vocal COIs

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<v Speaker 5>Fortune five hundred companies, Fortune one hundred companies. How what

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<v Speaker 5>what how'd you do it? And what's the value? Add

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<v Speaker 5>that You're like, what's the what are you selling them?

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<v Speaker 5>What are you because you know, like I said, these

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<v Speaker 5>are some of the biggest companies in the world. So

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<v Speaker 5>how'd that go about?

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<v Speaker 4>So when I dropped out of college, my instructors told

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<v Speaker 4>me I wouldn't be anything without this piece of paper

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<v Speaker 4>in the industry. And this was at a time where

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<v Speaker 4>YouTube and vine like had just been created. So there

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<v Speaker 4>was this rise of DSLR creators and the Internet was

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<v Speaker 4>taking this huge shift in the digital landscape. And I

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<v Speaker 4>was like, eighty thousand dollars that I'm going to be

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<v Speaker 4>paying to go here, and I'm basically going to be

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<v Speaker 4>networking with these kids in my class to create a

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<v Speaker 4>production company. I could just use that money and go

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<v Speaker 4>buy some equipment and start this production company now and

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<v Speaker 4>see what happens. So at that moment, I was doing

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<v Speaker 4>music videos, weddings, engagements, all this stuff, and so I

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<v Speaker 4>came across one creator by the name of Ronnie Banks,

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<v Speaker 4>and I was helping manage his content strategy on YouTube.

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<v Speaker 4>He had just gone.

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<v Speaker 6>This episode is brought to you by P and C Bank.

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<v Speaker 1>An illegal alien from Guatemala charged with raping a child

0:07:30.640 --> 0:07:34.440
<v Speaker 1>in Massachusetts. An MS thirteen gang member from El Salvador

0:07:34.680 --> 0:07:38.800
<v Speaker 1>accused of murdering a Texas man of Venezuelan charged with

0:07:38.880 --> 0:07:42.760
<v Speaker 1>filming and selling child pornography in Michigan. These are just

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<v Speaker 1>some of the heinous migrant criminals caught because of President

0:07:46.680 --> 0:07:50.200
<v Speaker 1>Donald J. Trump's leadership. I'm Christy Nohm, the United States

0:07:50.280 --> 0:07:55.080
<v Speaker 1>Secretary of Homeland Security. Under President Trump, attempted illegal border

0:07:55.080 --> 0:07:58.640
<v Speaker 1>crossings are at the lowest levels ever recorded, and over

0:07:58.720 --> 0:08:01.920
<v Speaker 1>one hundred thousand illegal aliens have been arrested. If you

0:08:02.000 --> 0:08:05.840
<v Speaker 1>were here illegally, your next you will be fine nearly

0:08:05.960 --> 0:08:09.960
<v Speaker 1>one thousand dollars a day. Imprisoned and deported, you will

0:08:10.000 --> 0:08:13.640
<v Speaker 1>never return. But if you register using our CBP home

0:08:13.680 --> 0:08:17.040
<v Speaker 1>app and leave now, you could be allowed to return legally.

0:08:17.440 --> 0:08:22.160
<v Speaker 1>Do what's right. Leave now. Under President Trump, America's laws,

0:08:22.360 --> 0:08:24.800
<v Speaker 1>border and families will be protected.

0:08:24.880 --> 0:08:27.040
<v Speaker 2>Sponsored by the United States Department of Homeland Security.

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<v Speaker 4>I head up to do a brand deal with Coca Cola.

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<v Speaker 4>This was like twenty thirteen, So a brand deal and

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<v Speaker 4>the word influencer. I feel like these references were just

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<v Speaker 4>being coined at this moment in time. So for me,

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<v Speaker 4>as a college dropout to be working with one of

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<v Speaker 4>the most biggest companies in the world on a project

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<v Speaker 4>that they're paying for on the Internet. That sounded impossible

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<v Speaker 4>in my head at first, and a switch flipped in

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<v Speaker 4>my head where I said, this is going to be

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<v Speaker 4>the future of how brands communicate their products with the world.

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<v Speaker 4>So that's what I focus on and I bet on.

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<v Speaker 4>So when we started our production company, we were seeking

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<v Speaker 4>out more opportunities. I would go out and my girlfriend's

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<v Speaker 4>a fashion creator, so we would go to urban outfitters Zara,

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<v Speaker 4>buy clothes, shoot them, and return them. And then what

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<v Speaker 4>we would do is we would create these lookbooks and

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<v Speaker 4>we would go to different places like Magic Trade show

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<v Speaker 4>or agenda, and we would hand these lookbooks out to

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<v Speaker 4>brands to try and get their attention cold DMS, cold emails.

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<v Speaker 4>I'm sending twenty five to fifty emails a day just

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<v Speaker 4>saying like Hey. As I kept building a catalog of

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<v Speaker 4>brands we were working with, I would say, Hey, these

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<v Speaker 4>are the brands that we work with. Here's what we

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<v Speaker 4>would love to create for you. And at the time,

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<v Speaker 4>brands didn't have established Instagram, YouTube channels, they weren't even

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<v Speaker 4>thinking about creating digital content, so it was very difficult

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<v Speaker 4>early on, and like within that ten year span, it

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<v Speaker 4>wasn't until the end where I got to work with

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<v Speaker 4>Jordan because of my girlfriend, so they reached out to her.

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<v Speaker 4>They wanted her to become an ambassador for Jordan and

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<v Speaker 4>we shot all of twenty twenty two. We did a

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<v Speaker 4>lot of TikTok content for them and Instagram content as well,

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<v Speaker 4>and then brands like Coca Cola, which is crazy that

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<v Speaker 4>in six months of me being a content creator, I

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<v Speaker 4>got to work with them as well on a campaign

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<v Speaker 4>and this was they were doing some augmented reality vending

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<v Speaker 4>machine thing. But a lot of me reaching out to

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<v Speaker 4>those brands came from cold dms and cold emails.

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<v Speaker 2>Do you think brands get it?

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<v Speaker 3>Because I will on the phone a lot with brands

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<v Speaker 3>and try to explain to them the space obviously in

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<v Speaker 3>the podcast in Space, which is relatively new, but even

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<v Speaker 3>from the YouTube standpoint of the importance of that, it's like,

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<v Speaker 3>I'm not sure they understand completely the value of the

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<v Speaker 3>yet do you do you see that as well?

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<v Speaker 4>Certain brands get it. If you look at the fitness space,

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<v Speaker 4>you look at who's disrupted it in the last five years,

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<v Speaker 4>Jim Shark, Fabletics. They're taking market share from other companies

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<v Speaker 4>who have been here for twenty plus years, and they're

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<v Speaker 4>doing it because they're activating influencers and content creators. If

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<v Speaker 4>you look at the fashion industry, you look at Forever,

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<v Speaker 4>twenty one, May Season, so many other brands. But now

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<v Speaker 4>you see brands like Pretty Little Thing, Fashion, Nova, Shean,

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<v Speaker 4>and they're focusing on digital creator and that's like their

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<v Speaker 4>main marketing driver because they know more people want to

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<v Speaker 4>shop online. So you are seeing this digital shift. But

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<v Speaker 4>there are a lot of old heads that work for

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<v Speaker 4>companies that just don't get it. But they have the

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<v Speaker 4>marketing budgets to be able to. But the thing that's

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<v Speaker 4>really messing it up that a lot of creators don't

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<v Speaker 4>talk about is you're not talking directly to the brand.

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<v Speaker 4>Most of the time. You're going through some middle agency,

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<v Speaker 4>and brands hire out different talent agencies and different brand

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<v Speaker 4>and at agencies, so they could be messing that relationship

0:11:29.200 --> 0:11:31.400
<v Speaker 4>up with you for that brand. So what I would

0:11:31.480 --> 0:11:34.800
<v Speaker 4>recommend creators to do is get on LinkedIn, pay that

0:11:34.880 --> 0:11:38.240
<v Speaker 4>seventy dollars a month, and what you do is start

0:11:38.280 --> 0:11:41.000
<v Speaker 4>connecting with all these different marketers who work at agencies,

0:11:41.040 --> 0:11:44.920
<v Speaker 4>Start planning that seat, start connecting with people who run

0:11:44.960 --> 0:11:49.360
<v Speaker 4>the social media or marketing at Coca Cola, at Meta,

0:11:49.480 --> 0:11:51.760
<v Speaker 4>or whatever it may be that you want to target.

0:11:51.880 --> 0:11:53.880
<v Speaker 4>Reach out to them and provide some type of value.

0:11:53.880 --> 0:11:55.679
<v Speaker 4>Don't go in there and just say, hey, my name

0:11:55.720 --> 0:11:57.280
<v Speaker 4>is such and such, I love your product and I

0:11:57.280 --> 0:11:59.559
<v Speaker 4>really want to work with you. That's not enough value

0:11:59.559 --> 0:12:03.000
<v Speaker 4>because everybody is saying that same exact phrase. Go in

0:12:03.040 --> 0:12:06.200
<v Speaker 4>there and try to make genuine relationships with people. We're

0:12:06.240 --> 0:12:09.400
<v Speaker 4>looking at the Meta versus this like big thing. We're

0:12:09.440 --> 0:12:12.559
<v Speaker 4>looking at Web three. That's gonna change everything We're used

0:12:12.559 --> 0:12:15.280
<v Speaker 4>to going to mixers and conferences and shaking hands and

0:12:15.280 --> 0:12:20.960
<v Speaker 4>talking to people LinkedIn? Is that that that Web three conference?

0:12:21.320 --> 0:12:23.880
<v Speaker 4>You just people have to make that adjustment. And also

0:12:24.080 --> 0:12:26.280
<v Speaker 4>you have to paint pictures for people, right. They have

0:12:26.320 --> 0:12:28.280
<v Speaker 4>to see the value proposition of what you want to

0:12:28.320 --> 0:12:30.360
<v Speaker 4>do for them, Like, hey, here's if you got created

0:12:30.360 --> 0:12:32.800
<v Speaker 4>for Meta or a series I did for them, I'd

0:12:32.840 --> 0:12:34.720
<v Speaker 4>love to do the same thing for you. Here's the

0:12:34.760 --> 0:12:37.719
<v Speaker 4>metrics to God. Now you're answering what is it? How

0:12:37.760 --> 0:12:39.719
<v Speaker 4>can it work? Are you sure? And can you make

0:12:39.760 --> 0:12:41.719
<v Speaker 4>it work? That's the whack math that I learned.

0:12:43.559 --> 0:12:48.360
<v Speaker 5>My graduates from my school being false bad drop bag,

0:12:48.520 --> 0:12:52.000
<v Speaker 5>drop Mike drop Bag drop Drop.

0:13:02.160 --> 0:13:05.839
<v Speaker 1>An illegal alien from Guatemala charged with raping a child

0:13:05.880 --> 0:13:09.640
<v Speaker 1>in Massachusetts. An MS thirteen gang member from Al Salvador

0:13:09.920 --> 0:13:14.040
<v Speaker 1>accused of murdering a Texas. Man of Venezuelan charged with

0:13:14.120 --> 0:13:18.000
<v Speaker 1>filming and selling child pornography in Michigan. These are just

0:13:18.120 --> 0:13:21.880
<v Speaker 1>some of the heinous migrant criminals caught because of President

0:13:21.920 --> 0:13:25.440
<v Speaker 1>Donald J. Trump's leadership. I'm Christy nom the United States

0:13:25.520 --> 0:13:30.280
<v Speaker 1>Secretary of Homeland Security. Under President Trump, attempted illegal border

0:13:30.320 --> 0:13:33.880
<v Speaker 1>crossings are at the lowest levels ever recorded, and over

0:13:33.960 --> 0:13:37.160
<v Speaker 1>one hundred thousand illegal aliens have been arrested. If you

0:13:37.240 --> 0:13:41.079
<v Speaker 1>are here illegally, your next you will be fined nearly

0:13:41.160 --> 0:13:45.200
<v Speaker 1>one thousand dollars a day, imprisoned, and deported. You will

0:13:45.240 --> 0:13:48.880
<v Speaker 1>never return. But if you register using our CBP home

0:13:48.920 --> 0:13:52.280
<v Speaker 1>app and leave now, you could be allowed to return legally.

0:13:52.640 --> 0:13:57.400
<v Speaker 1>Do what's right, leave now. Under President Trump, America's laws,

0:13:57.559 --> 0:14:00.000
<v Speaker 1>border and families will be protected.

0:14:00.120 --> 0:14:02.240
<v Speaker 2>Sponsored by the United States Department of Homeland Security,