1 00:00:08,720 --> 00:00:13,040 Speaker 1: Welcome to Strictly Business Varieties, weekly podcast featuring conversations with 2 00:00:13,119 --> 00:00:17,079 Speaker 1: industry leaders about the business of media and entertainment. I'm 3 00:00:17,120 --> 00:00:20,880 Speaker 1: Cynthia Littleton, business editor for Variety Today. My guest is 4 00:00:20,920 --> 00:00:25,360 Speaker 1: Carlos Watson, co founder and CEO of Ozzy Media. Watson 5 00:00:25,440 --> 00:00:28,720 Speaker 1: is an entrepreneur at one time McKinsey and Company analyst 6 00:00:29,000 --> 00:00:33,479 Speaker 1: turn journalists turned media CEO. In he set out to 7 00:00:33,560 --> 00:00:36,720 Speaker 1: launch a digital magazine with an emphasis on deep thinkers 8 00:00:36,720 --> 00:00:40,520 Speaker 1: and cool ideas, a concept he envisioned as focusing on 9 00:00:40,960 --> 00:00:43,159 Speaker 1: the new and the next. But that was just the 10 00:00:43,200 --> 00:00:46,000 Speaker 1: beginning for the company that was named for the famed 11 00:00:46,040 --> 00:00:50,920 Speaker 1: poem Ozymandius by Percy by Shelley. San Francisco based Ozzy 12 00:00:51,000 --> 00:00:54,680 Speaker 1: Media now has about seventy five full time employees and 13 00:00:54,720 --> 00:01:01,880 Speaker 1: a roster of TV series, podcasts, and live events. Carlos Watson, 14 00:01:02,360 --> 00:01:07,039 Speaker 1: founder and CEO of digital media company AUSSI Media, thank 15 00:01:07,080 --> 00:01:09,840 Speaker 1: you so much for joining us. Appreciate you stopping by 16 00:01:10,120 --> 00:01:14,280 Speaker 1: as it were. It's totally my pleasure and I'm smiling 17 00:01:14,360 --> 00:01:19,080 Speaker 1: seeing the sunshine through your New York apartment. We need 18 00:01:19,120 --> 00:01:21,360 Speaker 1: a little sunshine in our lives these days, so it's 19 00:01:21,360 --> 00:01:24,640 Speaker 1: fun to be with someone's sunny. It's that one. It's 20 00:01:24,640 --> 00:01:27,360 Speaker 1: that just that glorious time of like early fall in 21 00:01:27,440 --> 00:01:31,000 Speaker 1: New York, when it's crisp and nice. It's good. Even 22 00:01:31,040 --> 00:01:34,120 Speaker 1: in these times, I feel like we're inching out. Carlos, 23 00:01:34,160 --> 00:01:36,960 Speaker 1: tell us about AUSI Media, What what is the prism? 24 00:01:37,000 --> 00:01:39,680 Speaker 1: What is the editorial prism for the content that you 25 00:01:39,800 --> 00:01:44,280 Speaker 1: produced across digital and television. You know, it's funny. I 26 00:01:45,040 --> 00:01:48,240 Speaker 1: think of us as a bold and colorful storyteller, and 27 00:01:48,400 --> 00:01:52,680 Speaker 1: over time how we've expressed that has changed. As you said, 28 00:01:52,680 --> 00:01:55,080 Speaker 1: when we first started, we essentially sent the a word 29 00:01:55,080 --> 00:01:59,440 Speaker 1: online magazine. We were this wonderful, colorful, creative online magazine 30 00:01:59,440 --> 00:02:02,760 Speaker 1: that someone once described you'll love this as the love 31 00:02:02,920 --> 00:02:07,040 Speaker 1: child a vice in the economists, so that once described it. 32 00:02:07,120 --> 00:02:09,480 Speaker 1: And then we began to one on this wonderful journey. 33 00:02:09,520 --> 00:02:12,360 Speaker 1: And I think people loved our very forward looking articles 34 00:02:12,400 --> 00:02:15,000 Speaker 1: because the prison through which we see the world is 35 00:02:15,040 --> 00:02:18,880 Speaker 1: that this is such an interesting moment even before, and 36 00:02:18,919 --> 00:02:20,720 Speaker 1: that we thought it was critical to help people not 37 00:02:20,800 --> 00:02:23,000 Speaker 1: just look at today, but look at tomorrow. And so 38 00:02:23,080 --> 00:02:24,800 Speaker 1: Ozzie is all about the new and the next. We 39 00:02:24,880 --> 00:02:27,000 Speaker 1: want to be the kind of place that introduces you 40 00:02:27,080 --> 00:02:30,200 Speaker 1: to rising stars and new trends and big ideas, and 41 00:02:30,200 --> 00:02:33,239 Speaker 1: whether that's a delicious new podcast like this one, or 42 00:02:33,280 --> 00:02:35,760 Speaker 1: a wonderful place to travel to when things get healthy, 43 00:02:35,840 --> 00:02:38,960 Speaker 1: or just an interesting young comedian like Trevor Noah before 44 00:02:38,960 --> 00:02:42,440 Speaker 1: he was on The Daily Show, or a bartender before 45 00:02:42,480 --> 00:02:45,800 Speaker 1: she was AOC or a California kid before he was 46 00:02:45,800 --> 00:02:48,480 Speaker 1: the Yankees new star. Aaron Judge that Ozzie is all 47 00:02:48,520 --> 00:02:51,600 Speaker 1: about helping people be a little smarter, little sooner, and 48 00:02:51,680 --> 00:02:55,040 Speaker 1: doing it in a really flavorful way. And to your point, 49 00:02:55,520 --> 00:02:58,600 Speaker 1: we started digitally, but now we live across TV. We've 50 00:02:58,639 --> 00:03:00,720 Speaker 1: got about a dozen TV shows either on the air 51 00:03:00,800 --> 00:03:04,120 Speaker 1: or in active development. Podcast we've had kind of four 52 00:03:04,160 --> 00:03:05,960 Speaker 1: podcast call it go In and Out of the Top 53 00:03:06,000 --> 00:03:08,600 Speaker 1: one and several more on the way. And then we've 54 00:03:08,639 --> 00:03:12,120 Speaker 1: got a healthier times, this amazing set of music and 55 00:03:12,200 --> 00:03:15,840 Speaker 1: ideas festivals that we call Azzie fest And so into one, 56 00:03:16,040 --> 00:03:19,320 Speaker 1: I saw you had Hillary Clinton at one in Central Park. 57 00:03:19,400 --> 00:03:21,800 Speaker 1: It was it was quite the event. Yeah, did you 58 00:03:21,880 --> 00:03:23,960 Speaker 1: enjoy it? Did you have a good time? I did? 59 00:03:24,080 --> 00:03:26,480 Speaker 1: I did. It was a little crowded. That was my 60 00:03:26,560 --> 00:03:28,440 Speaker 1: one note was that it was a little crowded, but 61 00:03:28,600 --> 00:03:32,040 Speaker 1: I guess that's a better than the alternative alternative problem 62 00:03:32,240 --> 00:03:34,760 Speaker 1: not enough people. Well, I am proud to say that 63 00:03:34,800 --> 00:03:38,680 Speaker 1: we've sold out every year and um, this year we 64 00:03:38,680 --> 00:03:41,400 Speaker 1: would have had over a hundred thousand people um from 65 00:03:41,440 --> 00:03:44,520 Speaker 1: forty plus countries. And so it won't happen this year, 66 00:03:44,520 --> 00:03:48,680 Speaker 1: but it will happen next year. And in fact, I'll 67 00:03:48,680 --> 00:03:51,120 Speaker 1: have some news for you soon about the expansion of 68 00:03:51,120 --> 00:03:54,840 Speaker 1: that couple of cities that best us to help them, 69 00:03:54,880 --> 00:03:57,880 Speaker 1: you know, bring back in new times next year. Wow? 70 00:03:57,960 --> 00:04:00,400 Speaker 1: Does it? As an entrepreneur, does it kill you to 71 00:04:00,720 --> 00:04:03,560 Speaker 1: see that, you know, like you have a specific number. 72 00:04:03,600 --> 00:04:06,240 Speaker 1: It sounds like you really have either sold tickets or 73 00:04:06,280 --> 00:04:08,840 Speaker 1: you had you know, space. Is a kill you to 74 00:04:08,880 --> 00:04:13,160 Speaker 1: see that opportunity go away for you know it? Did 75 00:04:13,600 --> 00:04:16,320 Speaker 1: you know? Um? You know, I'm my mother's son though, 76 00:04:16,400 --> 00:04:19,920 Speaker 1: so I'm strong because of herd You know, I could 77 00:04:20,360 --> 00:04:23,760 Speaker 1: you're my grandmother now saying keep on keeping on. But yeah, 78 00:04:23,839 --> 00:04:26,800 Speaker 1: I I love I love our events that and I 79 00:04:26,880 --> 00:04:29,200 Speaker 1: love when people need each other through our events. And 80 00:04:29,240 --> 00:04:31,800 Speaker 1: I love when they think they're coming for Hilly Clinton, 81 00:04:31,880 --> 00:04:34,520 Speaker 1: but then they discover Salomon Rushdie and then they end 82 00:04:34,600 --> 00:04:37,239 Speaker 1: up hearing a rod and then they stumble into selling 83 00:04:37,360 --> 00:04:39,840 Speaker 1: Karl Rove over here. And I love all that kind 84 00:04:39,839 --> 00:04:43,279 Speaker 1: of serendipity that happens when you're in a really vibrant space. 85 00:04:43,880 --> 00:04:46,920 Speaker 1: And um and so I miss it and I miss 86 00:04:46,960 --> 00:04:50,280 Speaker 1: people probably like you do. And while I love all 87 00:04:50,320 --> 00:04:52,320 Speaker 1: the other things we're doing, I will be happy next 88 00:04:52,400 --> 00:04:55,360 Speaker 1: year when you know when Assie Fest is back and 89 00:04:55,600 --> 00:04:59,080 Speaker 1: than ever. So would you say that the digital brand 90 00:04:59,320 --> 00:05:03,560 Speaker 1: is kind of the Aussi The digital hub of Ausi 91 00:05:03,680 --> 00:05:08,000 Speaker 1: Media is kind of the core of it, and that 92 00:05:08,080 --> 00:05:10,320 Speaker 1: and then sort of every you know, the television shows 93 00:05:10,320 --> 00:05:13,040 Speaker 1: in the events radiate out from that. Is Aussie Media 94 00:05:13,240 --> 00:05:16,080 Speaker 1: a destination online or are you doing more of a 95 00:05:16,120 --> 00:05:20,040 Speaker 1: syndication approach with your content? You know what a wonderful question. 96 00:05:20,080 --> 00:05:22,520 Speaker 1: I will tell you that when we first started, it 97 00:05:22,600 --> 00:05:27,040 Speaker 1: was that way in which um Aussi the digital offering, 98 00:05:27,200 --> 00:05:29,520 Speaker 1: whether you came to Azzy dot com, whether you opened 99 00:05:29,600 --> 00:05:32,240 Speaker 1: up our app, whether you followed us on Facebook or 100 00:05:32,279 --> 00:05:35,760 Speaker 1: Instagram or Twitter, or whether you got our newsletters like that, 101 00:05:35,920 --> 00:05:39,760 Speaker 1: Digital Auzzy was what we were doing. And originally when 102 00:05:39,760 --> 00:05:42,880 Speaker 1: we would do TV shows first for PBS and for DBC, 103 00:05:43,120 --> 00:05:46,400 Speaker 1: then for Amazon others, And when we would do podcasts 104 00:05:46,400 --> 00:05:48,880 Speaker 1: for festivals, those were almost kind of like side projects, 105 00:05:48,880 --> 00:05:51,720 Speaker 1: and you know what I mean, they were extra curriculars. 106 00:05:51,760 --> 00:05:55,280 Speaker 1: And then we woke up last year we realized, no, no, no, 107 00:05:55,400 --> 00:05:58,760 Speaker 1: you a hundred thousand person festival can't be a side project. 108 00:05:58,880 --> 00:06:02,400 Speaker 1: Like that's real business, you know, an all time job. Yea, 109 00:06:02,839 --> 00:06:06,479 Speaker 1: in producing TV shows for Oprah, Hulu and Amazon at eight, 110 00:06:07,120 --> 00:06:09,680 Speaker 1: that's not like a side project like that's in prime time. 111 00:06:09,760 --> 00:06:11,880 Speaker 1: Those are like sixteen episodes, you know what I mean, 112 00:06:11,960 --> 00:06:15,279 Speaker 1: Like that's a real deal, you know, and so and so, No, 113 00:06:15,360 --> 00:06:17,640 Speaker 1: I would tell you now that that that we have 114 00:06:17,720 --> 00:06:21,720 Speaker 1: gone from kind of being this kind of um one 115 00:06:21,800 --> 00:06:26,080 Speaker 1: legged uh stool to this kind of like amazing four 116 00:06:26,160 --> 00:06:30,600 Speaker 1: legged you know house, and you know we uh um, 117 00:06:30,760 --> 00:06:33,360 Speaker 1: each of those really matter and they feed each other, 118 00:06:33,520 --> 00:06:34,760 Speaker 1: do you know what I mean? There are things that 119 00:06:34,839 --> 00:06:38,720 Speaker 1: start off as a really well reported series from our 120 00:06:38,720 --> 00:06:42,240 Speaker 1: reporters that may turn into a podcast and then into 121 00:06:42,279 --> 00:06:44,120 Speaker 1: a TV show, and then you may see that person 122 00:06:44,160 --> 00:06:47,080 Speaker 1: at Azzi Fest. And the TV shows that you've done 123 00:06:47,200 --> 00:06:50,960 Speaker 1: have been uh, you know, like nonfiction kind of topical 124 00:06:51,160 --> 00:06:55,600 Speaker 1: about issues and personalities, is that right? You know? Mostly unscripted. 125 00:06:56,080 --> 00:06:58,080 Speaker 1: You know, that's actually one of the fun things. So yes, 126 00:06:58,160 --> 00:07:00,960 Speaker 1: we started unscripted, and they started his doc series, he 127 00:07:01,040 --> 00:07:04,480 Speaker 1: started his talk shows, they started his town halls and 128 00:07:04,520 --> 00:07:06,760 Speaker 1: then um, just last week we announced that we sold 129 00:07:06,800 --> 00:07:10,559 Speaker 1: our first two scripted shows, which we're super excited about. 130 00:07:10,720 --> 00:07:13,440 Speaker 1: And I think you're gonna be important. Um And and 131 00:07:13,480 --> 00:07:15,840 Speaker 1: that's a very different skill set that you're gonna need 132 00:07:15,920 --> 00:07:19,160 Speaker 1: to bring to the table. Very different skill set. But 133 00:07:18,920 --> 00:07:21,360 Speaker 1: but but very much in Aussie's keeping. You know, Ozzie 134 00:07:21,440 --> 00:07:22,840 Speaker 1: is the kind of folks go on one hand, or 135 00:07:22,920 --> 00:07:26,320 Speaker 1: doing Lifetime's coolest new dating show, which will be called 136 00:07:26,400 --> 00:07:28,680 Speaker 1: Science of Dating and will be coming out next year, 137 00:07:28,720 --> 00:07:32,440 Speaker 1: and we're almost done casting for it, and um, and 138 00:07:32,480 --> 00:07:35,320 Speaker 1: on the other hand, we've got the History Channel's biggest 139 00:07:35,320 --> 00:07:40,680 Speaker 1: new mega doctors fall but sublime to the ridiculous, right 140 00:07:40,960 --> 00:07:43,120 Speaker 1: but why not? Why not? You know, I feel like 141 00:07:43,320 --> 00:07:46,680 Speaker 1: we're in this moment where as you and I were 142 00:07:46,680 --> 00:07:48,800 Speaker 1: talking about before, like kind of the boundaries are gone 143 00:07:48,880 --> 00:07:50,680 Speaker 1: in lots of ways, you know what I mean, And 144 00:07:50,600 --> 00:07:54,160 Speaker 1: and lots of stuff happens at home, from the personal 145 00:07:54,200 --> 00:07:58,360 Speaker 1: to the professional, from the you know, um, the surprising, 146 00:07:58,440 --> 00:08:02,400 Speaker 1: to the to some times. The kind of core you have, 147 00:08:02,720 --> 00:08:05,200 Speaker 1: you know, obviously grown in a in a in a 148 00:08:05,280 --> 00:08:08,400 Speaker 1: very short time. You have also attracted some very prominent 149 00:08:08,440 --> 00:08:13,960 Speaker 1: investors in Emerson Collective, in Mark lasry Um. What do 150 00:08:14,000 --> 00:08:16,559 Speaker 1: you think it is about Aussie? What was the pitch, 151 00:08:16,680 --> 00:08:19,800 Speaker 1: the elevator pitch that you gave them that attracted that 152 00:08:19,920 --> 00:08:22,360 Speaker 1: kind of that kind of high powered and investment that 153 00:08:22,560 --> 00:08:26,160 Speaker 1: I'm sure has been a real boost for you. Well, well, 154 00:08:26,160 --> 00:08:28,600 Speaker 1: since both of them are NBA owners, I'd like to 155 00:08:28,600 --> 00:08:31,480 Speaker 1: say it was my basketball skills, but it was your 156 00:08:31,520 --> 00:08:36,800 Speaker 1: jump shot exactly. But given that that that that that 157 00:08:36,960 --> 00:08:41,959 Speaker 1: would be fake newsed as they say, uh, that wasn't 158 00:08:41,960 --> 00:08:43,960 Speaker 1: the case. I mean, I think part of it is 159 00:08:44,000 --> 00:08:48,440 Speaker 1: I think both of them are big minded, bold thinkers, 160 00:08:48,520 --> 00:08:51,960 Speaker 1: and I think they liked Aussie's desire to not just 161 00:08:52,040 --> 00:08:55,480 Speaker 1: be one more media into de focusing on today, but 162 00:08:55,679 --> 00:08:58,800 Speaker 1: that desire to bring people tomorrow. I think they both 163 00:08:58,840 --> 00:09:01,640 Speaker 1: believed in that, and I think one of the things 164 00:09:01,760 --> 00:09:03,520 Speaker 1: something that I said to both of them is I said, 165 00:09:04,080 --> 00:09:05,800 Speaker 1: people are gonna look at this and they're gonna say 166 00:09:05,800 --> 00:09:08,960 Speaker 1: AUSI is for millennials and gen z and that that's 167 00:09:08,960 --> 00:09:10,800 Speaker 1: who Assi is for. But the truth of the the matter 168 00:09:10,920 --> 00:09:13,160 Speaker 1: is I believe what my mom always believed, which is 169 00:09:13,200 --> 00:09:16,280 Speaker 1: that AUSI is a state of mind, and whether you 170 00:09:16,440 --> 00:09:19,439 Speaker 1: are nine or ninety, if you are about what's new 171 00:09:19,480 --> 00:09:21,880 Speaker 1: and next, if you're curious, if you're the kind of 172 00:09:21,920 --> 00:09:25,480 Speaker 1: person who occasionally or often says why not and not 173 00:09:25,640 --> 00:09:30,120 Speaker 1: just why when presented with something different, um in fact, 174 00:09:30,120 --> 00:09:33,080 Speaker 1: that different is not something to get past, but and 175 00:09:33,120 --> 00:09:35,720 Speaker 1: said something to excite you. When I say, hey, let's 176 00:09:35,720 --> 00:09:38,560 Speaker 1: try this restaurant, it's a little different, let's meet this person, 177 00:09:38,559 --> 00:09:40,520 Speaker 1: a little bit different, let's travel here. Like if you're 178 00:09:40,520 --> 00:09:43,240 Speaker 1: the kind of person where different is actually you know, 179 00:09:43,440 --> 00:09:47,560 Speaker 1: draws you to that, then then I think that's what 180 00:09:48,400 --> 00:09:51,920 Speaker 1: That's what both Mark Lazarie, who's obviously been a legendary 181 00:09:51,920 --> 00:09:54,280 Speaker 1: investor at Avenue Capital, and I think that's what Laurie 182 00:09:54,360 --> 00:09:59,600 Speaker 1: Powell Jobs, who has been an incredibly impressive investor in 183 00:09:59,720 --> 00:10:03,280 Speaker 1: gain Changer at Emerson Collective. I think that's what both 184 00:10:03,320 --> 00:10:05,240 Speaker 1: of them, I hope. I think that's what they believed 185 00:10:05,280 --> 00:10:08,800 Speaker 1: in when they when they saw can a company, especially 186 00:10:08,840 --> 00:10:12,480 Speaker 1: a startup company, can you make money? Can you make 187 00:10:12,600 --> 00:10:17,040 Speaker 1: enough money for a small startup company to survive those 188 00:10:17,080 --> 00:10:21,520 Speaker 1: crucial first years on digital native content. If you don't 189 00:10:21,600 --> 00:10:24,000 Speaker 1: have a TV show, if you don't have a couple 190 00:10:24,000 --> 00:10:26,640 Speaker 1: of shows in cable and a couple of shows for streaming, 191 00:10:26,960 --> 00:10:30,240 Speaker 1: but you're just doing digital native content? Can you survive 192 00:10:30,440 --> 00:10:32,760 Speaker 1: if you want to do something of of the quality 193 00:10:32,800 --> 00:10:35,560 Speaker 1: you know, of the quality that you have delivered with 194 00:10:35,600 --> 00:10:39,280 Speaker 1: the positivity. Look, can you win in the NFL as 195 00:10:39,280 --> 00:10:41,640 Speaker 1: a quarterback? You can only throw it, can't run and 196 00:10:41,760 --> 00:10:45,320 Speaker 1: can't improvise. It can't lead maybe if you're the right team. 197 00:10:45,679 --> 00:10:48,960 Speaker 1: But are you more likely to make magic happen if 198 00:10:48,960 --> 00:10:51,360 Speaker 1: you've got a little Russell Wilson in you? And uh, 199 00:10:51,640 --> 00:10:53,960 Speaker 1: you can throw deep, you can throw short, and you 200 00:10:54,000 --> 00:10:56,600 Speaker 1: can tuck it and run and you can inspire your 201 00:10:56,600 --> 00:10:58,360 Speaker 1: team and you can do it all. Yeah, And I 202 00:10:58,400 --> 00:11:03,920 Speaker 1: think that you know co founders, Samear was brilliant early 203 00:11:04,000 --> 00:11:06,600 Speaker 1: on to encourage us. It wasn't even a business call, 204 00:11:06,640 --> 00:11:09,760 Speaker 1: if I'm honest. More than that, Cynthia. He basically said, Look, 205 00:11:10,000 --> 00:11:12,320 Speaker 1: we've got to thrill our audience and make it easy 206 00:11:12,400 --> 00:11:15,000 Speaker 1: for them to enjoy Azzi anyway they want. So if 207 00:11:15,040 --> 00:11:17,120 Speaker 1: they want to listen to Azzi, let's allow them to listen. 208 00:11:17,360 --> 00:11:19,480 Speaker 1: They want to watch AUSSI. Let's allow them to watch. 209 00:11:19,559 --> 00:11:21,240 Speaker 1: They want to read AZZI. It's great, they want to 210 00:11:21,240 --> 00:11:24,880 Speaker 1: hang out with Azzi an event, and so it started there. 211 00:11:24,880 --> 00:11:27,520 Speaker 1: But I think what really allowed us to accelerate it 212 00:11:27,559 --> 00:11:31,520 Speaker 1: was the realization that we could invest once, meaning have 213 00:11:31,679 --> 00:11:35,559 Speaker 1: our brilliant reporters really report the most forward looking and 214 00:11:35,640 --> 00:11:40,640 Speaker 1: interesting stories, but then try and monetize it four times, right, 215 00:11:40,679 --> 00:11:44,920 Speaker 1: And that's way better than having to pay four times 216 00:11:45,400 --> 00:11:47,760 Speaker 1: for four times. Do once and try and monetize it 217 00:11:47,840 --> 00:11:50,440 Speaker 1: four times. So I think we've been we We did 218 00:11:50,480 --> 00:11:52,720 Speaker 1: it because we wanted to thrill our audience and we 219 00:11:52,720 --> 00:11:54,800 Speaker 1: wanted to make them happy, and we knew that just 220 00:11:54,840 --> 00:11:58,640 Speaker 1: like they're different learning styles or people who do better listening, 221 00:11:58,800 --> 00:12:02,040 Speaker 1: that's how they learned, people who take those people who read, 222 00:12:02,640 --> 00:12:04,880 Speaker 1: and so we did it because of that. I think 223 00:12:04,920 --> 00:12:09,240 Speaker 1: being multi platform has been a terrific, terrific business decision 224 00:12:09,280 --> 00:12:12,079 Speaker 1: for us and has allowed us two in a year 225 00:12:12,080 --> 00:12:16,240 Speaker 1: in which most people have slid backwards, we actually have 226 00:12:16,480 --> 00:12:20,520 Speaker 1: grown our revenues and become a healthier, stronger company. When 227 00:12:20,559 --> 00:12:24,120 Speaker 1: you take Aussie into a t into a television context 228 00:12:24,120 --> 00:12:26,640 Speaker 1: where you're like you're producing shows that are licensed for others. 229 00:12:26,679 --> 00:12:29,400 Speaker 1: How much control are you able to retain, do you 230 00:12:29,840 --> 00:12:32,920 Speaker 1: actually handle the physical production or do you find yourself 231 00:12:33,440 --> 00:12:37,040 Speaker 1: in the In that format you might necessarily have to 232 00:12:37,080 --> 00:12:40,679 Speaker 1: be more collaborative and work with other outside partners. Yeah, 233 00:12:40,720 --> 00:12:43,560 Speaker 1: you know, it's a great question. It's really been important 234 00:12:43,600 --> 00:12:46,960 Speaker 1: to us to continue to own our intellectual property, and 235 00:12:47,040 --> 00:12:52,000 Speaker 1: so Aussie has has offered not only the ideas, but 236 00:12:52,080 --> 00:12:56,240 Speaker 1: in many cases UM has done the production, whether it's 237 00:12:56,240 --> 00:12:59,480 Speaker 1: been for the show that we just wanted any four 238 00:12:59,520 --> 00:13:03,120 Speaker 1: this week on own, whether it's been for our History 239 00:13:03,360 --> 00:13:07,440 Speaker 1: channel Doctor debuts next month, whether it's been UM for 240 00:13:07,520 --> 00:13:11,640 Speaker 1: our talk show UM or even whether some of our 241 00:13:11,679 --> 00:13:14,560 Speaker 1: upcoming news scripted program So Aussie is is not only 242 00:13:14,600 --> 00:13:18,679 Speaker 1: an ideat or but an active producer and developer of 243 00:13:18,679 --> 00:13:21,920 Speaker 1: our programs and even if financy or of it um UM. 244 00:13:21,920 --> 00:13:24,840 Speaker 1: But needless to say, you've got to collaborate with your partners, 245 00:13:24,880 --> 00:13:29,000 Speaker 1: and whether our partners have been Hulu or Amazon or BBC, 246 00:13:29,320 --> 00:13:35,200 Speaker 1: PBS or YouTube or Ady Lifetime or whomever, we always 247 00:13:35,200 --> 00:13:38,760 Speaker 1: are really actively collaborating with how to make you know, 248 00:13:38,800 --> 00:13:41,960 Speaker 1: the best show possible and and and make it as 249 00:13:42,000 --> 00:13:47,520 Speaker 1: efficiently as as we can. UM, as you grew, How 250 00:13:47,559 --> 00:13:49,520 Speaker 1: did you what were the tools, what were the best 251 00:13:49,559 --> 00:13:53,120 Speaker 1: tools that you used to learn who was watching? And 252 00:13:53,160 --> 00:13:55,480 Speaker 1: I'm sure you went into it with some assumptions about 253 00:13:55,520 --> 00:13:57,600 Speaker 1: who might be attracted to this content. And I'm also 254 00:13:57,679 --> 00:14:00,240 Speaker 1: guessing that there were things that you learned along way 255 00:14:00,240 --> 00:14:03,199 Speaker 1: that we're really interesting. Yeah, well, you know, I think 256 00:14:03,200 --> 00:14:06,080 Speaker 1: it's an ex Mackenzie consultant, needless to say, I like 257 00:14:07,120 --> 00:14:09,560 Speaker 1: not only my gut, but I like data a lot. 258 00:14:09,800 --> 00:14:12,880 Speaker 1: And so you know, we obviously have taken advantage of 259 00:14:12,880 --> 00:14:15,839 Speaker 1: a lot of the tools to understand a lot of 260 00:14:15,920 --> 00:14:21,320 Speaker 1: classic digital tools to understand who's watching, who's listening, who's reading, 261 00:14:21,360 --> 00:14:24,120 Speaker 1: And all of those have been reasonably good. And you 262 00:14:24,160 --> 00:14:27,160 Speaker 1: can't always easily dedup those, or you can't always easily 263 00:14:27,600 --> 00:14:30,280 Speaker 1: cross references as well as as you want. But there's 264 00:14:30,280 --> 00:14:34,320 Speaker 1: probably been two other things I would say, um something 265 00:14:34,400 --> 00:14:37,840 Speaker 1: that have been really helpful. Number One, I'm a deep 266 00:14:37,840 --> 00:14:41,400 Speaker 1: believer in old fashioned surveys, and so we actually do 267 00:14:41,520 --> 00:14:44,240 Speaker 1: really in depth surveys. And I remember early on the 268 00:14:44,240 --> 00:14:46,440 Speaker 1: people when we were doing surveys, they were like, only 269 00:14:46,440 --> 00:14:48,760 Speaker 1: do four or five questions per survey and make it 270 00:14:48,800 --> 00:14:50,480 Speaker 1: so someone no one ever has to go past the 271 00:14:50,480 --> 00:14:52,840 Speaker 1: first page. And if you do that, and you're lucky, 272 00:14:52,880 --> 00:14:55,000 Speaker 1: you'll get a hundred responses. And needless to say, we 273 00:14:55,040 --> 00:14:58,400 Speaker 1: did thirty five questions across six pages, but we got 274 00:14:58,440 --> 00:15:02,480 Speaker 1: fifteen hundred responses and people really leaned it and sometimes critically, 275 00:15:02,520 --> 00:15:04,960 Speaker 1: but it was good. And then the other thing we 276 00:15:05,000 --> 00:15:07,040 Speaker 1: do is every week we talked to about a dozen 277 00:15:07,200 --> 00:15:09,320 Speaker 1: of our viewers, of our listeners, of our readers, And 278 00:15:09,360 --> 00:15:13,600 Speaker 1: so we get on the phone with folks and you know, Auburn, California, 279 00:15:13,760 --> 00:15:17,080 Speaker 1: or Charlotte, North Carolina, or Fort Lauderdale, Florida, or Newark, 280 00:15:17,120 --> 00:15:22,440 Speaker 1: New Jersey, or Houston, Texas, or for that matter, Delhi, India, 281 00:15:22,680 --> 00:15:26,840 Speaker 1: or Johannesburg, and and ask a lot of questions because 282 00:15:26,880 --> 00:15:30,760 Speaker 1: I think while the data is good, the surveys get 283 00:15:30,760 --> 00:15:33,600 Speaker 1: you even to a different level. And while the surveys 284 00:15:33,600 --> 00:15:36,480 Speaker 1: are good, actually going back and forth with real people 285 00:15:36,680 --> 00:15:39,440 Speaker 1: and trying to understand what it really was it made 286 00:15:39,480 --> 00:15:41,680 Speaker 1: them stop, you know what I mean. And then, of 287 00:15:41,720 --> 00:15:43,560 Speaker 1: course we do a lot of what people these days 288 00:15:43,560 --> 00:15:47,320 Speaker 1: called a b testing. We may offer a newsletter or 289 00:15:47,400 --> 00:15:50,920 Speaker 1: a version of our show literally in an episode of 290 00:15:50,960 --> 00:15:53,240 Speaker 1: our podcast. We may offer them in different forms and 291 00:15:53,280 --> 00:15:56,960 Speaker 1: see which ones have higher completion rates, higher share rates, 292 00:15:57,040 --> 00:16:01,720 Speaker 1: higher comment rates, uh, et cetera. M What have you 293 00:16:01,880 --> 00:16:05,880 Speaker 1: found drives most of your engagement? Is it? Is it 294 00:16:06,040 --> 00:16:11,200 Speaker 1: breaking these headlines that you interpret? Yeah? Um, no, I 295 00:16:11,320 --> 00:16:14,960 Speaker 1: think for us, Um, it's funny, it's kind of the 296 00:16:15,000 --> 00:16:20,360 Speaker 1: same thing. One of the senior marketing execs, Um, I've 297 00:16:20,400 --> 00:16:24,640 Speaker 1: heard two things which I kind of think of as similar. Um. Uh. 298 00:16:24,800 --> 00:16:27,360 Speaker 1: One woman woman named Liz and one of these surveys 299 00:16:27,360 --> 00:16:29,000 Speaker 1: I'm talking about I'm thinking about s fresh because we 300 00:16:29,080 --> 00:16:32,680 Speaker 1: just talked to her state at Washington. She said, who said, 301 00:16:32,680 --> 00:16:34,640 Speaker 1: how do you describe Azzi to your friends? As she said, 302 00:16:35,000 --> 00:16:37,760 Speaker 1: Ozzie is what smart people read to be cool? Is 303 00:16:37,760 --> 00:16:41,160 Speaker 1: what cool people read to be smart. Right, So I 304 00:16:41,200 --> 00:16:45,640 Speaker 1: think Ozzy is kind of this beautiful jem that there's 305 00:16:45,640 --> 00:16:47,600 Speaker 1: a million places you can go for the headlines. Right, 306 00:16:47,640 --> 00:16:50,640 Speaker 1: that's kind of a commodity, that's not special. But if 307 00:16:50,640 --> 00:16:52,960 Speaker 1: you want a little magic in your life, if you 308 00:16:53,200 --> 00:16:56,400 Speaker 1: want to discover interesting people or trends or ideas, I 309 00:16:56,440 --> 00:17:00,040 Speaker 1: think that's what Ozzie's for. And um, one of the 310 00:17:00,160 --> 00:17:05,600 Speaker 1: advertising execs in Hollywood, we were asking him, Uh, we're 311 00:17:05,680 --> 00:17:07,480 Speaker 1: doing a survey with him, kind of like we do 312 00:17:07,560 --> 00:17:10,920 Speaker 1: with our our audience, and we said, well, like, how 313 00:17:10,920 --> 00:17:13,320 Speaker 1: do you decide which of your movies you use Azsie 314 00:17:13,359 --> 00:17:14,960 Speaker 1: for it? He's like, I don't really need Aussie for 315 00:17:15,000 --> 00:17:17,119 Speaker 1: wonder Woman because honestly, you can't sell a wonder Woman, 316 00:17:17,320 --> 00:17:20,000 Speaker 1: can't sell anything. And then he had a great phrase 317 00:17:20,080 --> 00:17:22,640 Speaker 1: and he says, AZZI is when marketing is not enough. 318 00:17:23,680 --> 00:17:26,200 Speaker 1: I really like He's like Ozzie's when I have something 319 00:17:26,320 --> 00:17:30,640 Speaker 1: special and I really want people to not just pay attention, 320 00:17:30,640 --> 00:17:32,280 Speaker 1: but to love it and to go there and to 321 00:17:32,320 --> 00:17:34,760 Speaker 1: share it. And I like that idea. What is your 322 00:17:34,800 --> 00:17:39,120 Speaker 1: average you know, monthly user base or reach? Yeah, so 323 00:17:39,280 --> 00:17:42,159 Speaker 1: we now are reaching north of sixty million people every 324 00:17:42,200 --> 00:17:48,680 Speaker 1: month across the various platforms digital watching TV shows, podcasts, um, 325 00:17:48,760 --> 00:17:51,879 Speaker 1: no live events at the momentum, but um, and that 326 00:17:51,920 --> 00:17:53,600 Speaker 1: will probably grow. I think you know that. We just 327 00:17:53,640 --> 00:17:56,320 Speaker 1: announced day we have a new global radio show with 328 00:17:56,400 --> 00:17:58,840 Speaker 1: the BBC, so their first big launch in a year 329 00:17:58,920 --> 00:18:03,560 Speaker 1: or two million listeners. A lot of people will be reaching. 330 00:18:03,640 --> 00:18:08,639 Speaker 1: Pretty good footprint, pretty good footprint um um um. You 331 00:18:08,680 --> 00:18:11,840 Speaker 1: know it tends to be I would say, um, people 332 00:18:11,920 --> 00:18:16,520 Speaker 1: kind of in there disproportionately, not only uh, twenties, thirties, forties, 333 00:18:16,840 --> 00:18:19,480 Speaker 1: um um. I think a lot of trend setters and 334 00:18:19,560 --> 00:18:22,400 Speaker 1: taste makers, I think, whether they're well known or not, 335 00:18:22,440 --> 00:18:25,480 Speaker 1: but the kinds of people who who find themselves interested 336 00:18:25,520 --> 00:18:28,240 Speaker 1: in the next cool thing in food or the next 337 00:18:28,280 --> 00:18:30,679 Speaker 1: interesting thing in medicine, or they're curious about meeting a 338 00:18:30,680 --> 00:18:34,320 Speaker 1: different kind of comedian that like AZZI is good for 339 00:18:34,359 --> 00:18:38,880 Speaker 1: that person, I think, and um, and we're we've seen 340 00:18:38,880 --> 00:18:40,879 Speaker 1: a really nice pick up in the number of people 341 00:18:41,320 --> 00:18:44,960 Speaker 1: who who enjoy not just one but multiple parts of ASSI. 342 00:18:45,040 --> 00:18:47,680 Speaker 1: So they may have come in through a podcast like 343 00:18:48,000 --> 00:18:51,480 Speaker 1: The Thread or Flashback or Assie Confidential, but now they 344 00:18:51,520 --> 00:18:54,840 Speaker 1: may get our morning newsletter called Whiskey and Your Coffee, 345 00:18:54,920 --> 00:18:57,440 Speaker 1: or they may have come in one of our TV 346 00:18:57,520 --> 00:19:00,840 Speaker 1: shows like Defining Moments on Who Lou But then they 347 00:19:00,840 --> 00:19:04,080 Speaker 1: may have realized, oh, I didn't know that, uh that 348 00:19:04,200 --> 00:19:06,479 Speaker 1: these guys also have a new YouTube show, the Carlos 349 00:19:06,520 --> 00:19:09,640 Speaker 1: Watson Show, and like, I think I would like that too. 350 00:19:09,680 --> 00:19:12,400 Speaker 1: And so it's been nice that we're starting to see 351 00:19:12,400 --> 00:19:15,000 Speaker 1: I would say probably about half of our audience, as 352 00:19:15,040 --> 00:19:18,240 Speaker 1: best we can tell, Cynthia consumes more than one uh 353 00:19:18,480 --> 00:19:22,080 Speaker 1: Ausi offering which which is which is terrific. I think 354 00:19:22,080 --> 00:19:25,520 Speaker 1: the common benchmark would be more like, so it's kind 355 00:19:25,560 --> 00:19:27,720 Speaker 1: of three x what you would expect to see. What 356 00:19:28,040 --> 00:19:31,840 Speaker 1: in your professional background prior to to launching Azzi Media, 357 00:19:32,000 --> 00:19:36,840 Speaker 1: what would you say best prepared you for the job 358 00:19:36,960 --> 00:19:39,840 Speaker 1: of being the entrepreneur and the leader of a startup venture. 359 00:19:40,240 --> 00:19:42,200 Speaker 1: Now that when you look back, what do you think 360 00:19:42,200 --> 00:19:44,679 Speaker 1: were some of the important skills that you brought to 361 00:19:44,680 --> 00:19:49,080 Speaker 1: the table when when the time came to launch Ousi Media. Interesting, Well, 362 00:19:49,400 --> 00:19:51,480 Speaker 1: you know this is not professional, although I do have 363 00:19:51,560 --> 00:19:54,520 Speaker 1: professional stuff that recommends it. So at the highest level, 364 00:19:54,600 --> 00:19:57,119 Speaker 1: I spent lots of time in business. I worked at 365 00:19:57,600 --> 00:20:00,080 Speaker 1: Goldman Sachs, had worked at McKinsey and Company and and 366 00:20:00,240 --> 00:20:03,560 Speaker 1: started and built and sold a successful startup to The 367 00:20:03,600 --> 00:20:05,720 Speaker 1: Washington Post. So I had had that, And I worked 368 00:20:05,720 --> 00:20:11,240 Speaker 1: in media. I hosted shows at CNBC, at CNN, MSNBC, 369 00:20:11,359 --> 00:20:13,720 Speaker 1: so I kind of knew that space in that way. 370 00:20:13,720 --> 00:20:16,440 Speaker 1: And so Aussie as a media startup kind of blended 371 00:20:16,960 --> 00:20:20,520 Speaker 1: both business experience and media to create that. But really, 372 00:20:20,560 --> 00:20:22,480 Speaker 1: in many ways, if I'm a hundred percent and I 373 00:20:22,520 --> 00:20:24,600 Speaker 1: think that there have been other things Cynthia that prepared 374 00:20:24,640 --> 00:20:28,080 Speaker 1: to me maybe even better. Um, I'm the brother of 375 00:20:28,200 --> 00:20:32,399 Speaker 1: three sisters, and UM, I always say that taught me 376 00:20:32,840 --> 00:20:35,320 Speaker 1: two things at a compromise and how to surrender grace 377 00:20:35,400 --> 00:20:41,320 Speaker 1: plate and so so I I had three wonderful sisters 378 00:20:41,440 --> 00:20:46,560 Speaker 1: and I learned a lot from them, and UM, they yeah, 379 00:20:46,600 --> 00:20:49,240 Speaker 1: they definitely were gonna challenge me. For example, in sports, 380 00:20:49,359 --> 00:20:51,480 Speaker 1: I loved football, but I was the only one in 381 00:20:51,520 --> 00:20:53,920 Speaker 1: the house besides my dad that did and we only 382 00:20:53,920 --> 00:20:56,639 Speaker 1: had one TV growing up something, and so when the 383 00:20:56,640 --> 00:20:59,560 Speaker 1: playoffs would come, I would ask my sister. I was like, please, pa, please, 384 00:20:59,560 --> 00:21:01,440 Speaker 1: I want to why she used the playoffs and they 385 00:21:01,440 --> 00:21:03,200 Speaker 1: were like, no way, you said it was the playoffs 386 00:21:03,320 --> 00:21:06,480 Speaker 1: last week. And so they weren't fanned. So they had 387 00:21:06,520 --> 00:21:08,159 Speaker 1: no idea what the the plan I was going for weeks 388 00:21:08,240 --> 00:21:09,560 Speaker 1: and they thought I was trying to pull the wool 389 00:21:09,560 --> 00:21:11,560 Speaker 1: over that, so I had to start to negotiating. I 390 00:21:11,600 --> 00:21:13,960 Speaker 1: was like, look, I'll wash dishes twice for you and 391 00:21:14,040 --> 00:21:16,520 Speaker 1: you can have my lunch if you let me watch it. 392 00:21:16,600 --> 00:21:19,560 Speaker 1: But I gotta watch it, please please please. So I 393 00:21:19,680 --> 00:21:27,160 Speaker 1: think having um, having those smart, challenging sisters probably, uh, 394 00:21:27,440 --> 00:21:30,800 Speaker 1: I hope made me think a lot about group dynamics. 395 00:21:30,840 --> 00:21:33,160 Speaker 1: Made me think a lot about what your partners need 396 00:21:33,200 --> 00:21:37,119 Speaker 1: and not just what you want. Um um, I think 397 00:21:37,320 --> 00:21:40,680 Speaker 1: you know. Also, the first experience I had as an entrepreneur, Cynthia, 398 00:21:40,760 --> 00:21:42,080 Speaker 1: helped a lot. So I started with my sister and 399 00:21:42,119 --> 00:21:44,919 Speaker 1: a good friend. And early on we were young, we 400 00:21:44,920 --> 00:21:47,880 Speaker 1: were in our twenties, and early on something my mom 401 00:21:48,160 --> 00:21:51,679 Speaker 1: uh would call sometimes and she would college you, how 402 00:21:51,720 --> 00:21:53,880 Speaker 1: are you blah blah blah, anybody you have to lah blah, 403 00:21:54,000 --> 00:21:56,360 Speaker 1: And then she said how's your sister and say good? 404 00:21:56,440 --> 00:21:58,440 Speaker 1: And then about two minutes as how it was good. 405 00:21:58,680 --> 00:22:00,960 Speaker 1: About five minutes later she would say, you know, I 406 00:22:00,960 --> 00:22:04,119 Speaker 1: think it's really important to be nice to people. I 407 00:22:04,160 --> 00:22:08,200 Speaker 1: would say I agree, and I'd say anyone in particular 408 00:22:08,240 --> 00:22:10,119 Speaker 1: you think about? Said well, she just said, you know, 409 00:22:10,160 --> 00:22:12,160 Speaker 1: I think older brothers should always be nice to their 410 00:22:12,200 --> 00:22:15,560 Speaker 1: sisters and bla blah. So she clearly was sending me 411 00:22:15,600 --> 00:22:19,320 Speaker 1: a message. Uh, and somebody had been complaining to them 412 00:22:19,359 --> 00:22:22,840 Speaker 1: all no other day. So but but you know, but 413 00:22:22,880 --> 00:22:25,840 Speaker 1: it was really good because we we toughed it out. 414 00:22:26,119 --> 00:22:28,440 Speaker 1: So it was not easy. We were three young folks 415 00:22:28,520 --> 00:22:29,960 Speaker 1: in our twenties. Be As I said, We didn't come 416 00:22:29,960 --> 00:22:32,600 Speaker 1: from a wealthy background at all. We lived in one 417 00:22:32,640 --> 00:22:35,840 Speaker 1: apartment to share one bank account at Wells Fargo. Helen, 418 00:22:36,200 --> 00:22:39,080 Speaker 1: if you're listening at Wells Fargo, to help me out, 419 00:22:39,200 --> 00:22:41,240 Speaker 1: trying to make sure we made payroll, and they'd read, 420 00:22:41,680 --> 00:22:45,080 Speaker 1: still appreciate you. I still remember you on Hamilton's hav 421 00:22:45,400 --> 00:22:49,000 Speaker 1: and and but but you know, but we believed in 422 00:22:49,040 --> 00:22:52,200 Speaker 1: each other, and we you know, we pushed each other. 423 00:22:52,600 --> 00:22:55,639 Speaker 1: And you know, that company grew to several hundred people, 424 00:22:55,640 --> 00:22:58,520 Speaker 1: from three to three hundred. We worked across half the 425 00:22:58,520 --> 00:23:02,080 Speaker 1: states in the nation. And what was the business. It 426 00:23:02,200 --> 00:23:04,720 Speaker 1: was called Achieva. It was an education company. It was 427 00:23:04,800 --> 00:23:07,600 Speaker 1: kind of a college prep company. We helped high schools 428 00:23:07,600 --> 00:23:09,800 Speaker 1: prepare their kids for college because you probably know that 429 00:23:09,880 --> 00:23:13,240 Speaker 1: lots of high schools have one counselor for three thousand students, 430 00:23:13,760 --> 00:23:15,960 Speaker 1: and as a result, lots of our kids don't get 431 00:23:16,000 --> 00:23:19,720 Speaker 1: to college. And so we prepared software in those days, 432 00:23:19,720 --> 00:23:22,840 Speaker 1: books and workshops to help them help more kids. Not 433 00:23:22,920 --> 00:23:24,480 Speaker 1: just the s A T. But what college do I 434 00:23:24,520 --> 00:23:26,679 Speaker 1: go to? How will I pay for it? What are 435 00:23:26,720 --> 00:23:29,119 Speaker 1: these essays they want for me? You know? Who should 436 00:23:29,119 --> 00:23:31,560 Speaker 1: I ask for a letter of recommendation, and so it was. 437 00:23:32,040 --> 00:23:33,879 Speaker 1: It was it was both a good business, it was 438 00:23:33,920 --> 00:23:35,919 Speaker 1: something I was really proud of, and so we sold 439 00:23:35,920 --> 00:23:38,680 Speaker 1: it to The Washington Post with Joan Kaplan at that time. 440 00:23:39,359 --> 00:23:42,400 Speaker 1: It's been terrific talking to you. Thank you for your time. Yeah, 441 00:23:42,480 --> 00:23:45,399 Speaker 1: I I so appreciate what you do, and I appreciate 442 00:23:45,440 --> 00:23:49,320 Speaker 1: you getting to know our story and um and we 443 00:23:49,359 --> 00:23:51,760 Speaker 1: love what we do. So I hope we'll have have 444 00:23:51,840 --> 00:23:54,600 Speaker 1: a chance to uh to be a big part of 445 00:23:55,320 --> 00:23:57,680 Speaker 1: of reporting and storytelling for a long time to come. 446 00:24:04,600 --> 00:24:07,240 Speaker 1: Thanks for listening. Be sure to leave us a review 447 00:24:07,240 --> 00:24:10,760 Speaker 1: at Apple Podcasts. We love to hear from listeners, and 448 00:24:10,840 --> 00:24:13,200 Speaker 1: be sure to tune in next week when my guest 449 00:24:13,240 --> 00:24:17,959 Speaker 1: will be Netflix co CEO and Chief Content Officer Ted Serrandos.