Full Transcript for Why Most Celebrity YouTube Channels Fail (And The Ones That Don't)

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Multiple entry periods. See official rules at MichelobUltra.com slash courtside for free entry, entry deadlines, prizes, and details. Round one, we have Cristiano Ronaldo's channel with 83 million subscribers against Kevin Hart's new golf channel with 83,000. All right, so today we are ranking celebrity YouTube channels in search for the best celebrity YouTuber.

Now, this is a conversation that we've been having in our office probably this whole year as we've seen more and more celebrities join YouTube. So we're bringing you into this conversation. We're also bringing our team into the conversation. We got Quiche. What's going on? We got Sid. Hey. And we have producer Connor. Yo, Keesh, what are we looking for? The goal should be that the one who wins and comes out on top is the blueprint for every celebrity YouTube channel.

Every celebrity who's thinking about starting a channel should see the winner and be like, that is how we do it. There's also a lot to learn from good and bad celebrity YouTube channels. They make a lot of mistakes. So we will illuminate what's actually good, whether you're a celebrity or not. So the one who wins is going to get five new subscribers.

Definitely lock in, stay tuned, whip out the notebook, and you'll be in for a wild ride. All right, let's get into it. Let's do it. We're starting off with the one seed, Cristiano Ronaldo, against 16 seed, Kevin Hart. So Cristiano Ronaldo's channel gets pretty messy. It is a mixture of... Wow, was that a... Oh, that was crazy. That was crazy.

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Crazy job. That must have been planned. It's a mixture of vlogs, training footage, and the weirdest part is trailers for things he is vaguely involved in. He invested in this MMA company, WOW, and he just posts trailers and event highlights that he's not in just on the channel. He falls into a category for me, and I think we're going to see a lot of creators like this.

And I'm calling it like the third person YouTube channel where it

is not the celebrity presenting themselves as a creator. It is the celebrity aggregate dumping ground, as Connor said, where it doesn't feel like he is there to connect with the audience. It feels largely promotional. Well, it's them understanding themselves as a TV channel. But it doesn't feel like he has anything to do with this. But if you can accrue 83 million subscribers, the assumption is, all right, we can put something out.

I mean, it's not that many views compared to the subscribers he has, but that wow

promo video has 460,000 views. It's kind of interesting to just think, where would you have put that... Otherwise, in a previous world, I guess you'd run it as like an ad or something. Okay, this is besides the point, because I agree, this is not good YouTube. There's one video though, when I was looking at this channel, that I think is really interesting, which is Cristiano and Celine meeting for the first time.

The two minute one? Arguably the best video on this channel because it's just raw, it's authentic, and it's something people actually would want to see. I felt the same way. A moment that a major, major creator on the platform, Celine, meets Cristiano Ronaldo. And they have a lot of backstory. You can go to her channel and watch the videos where she meets him.

And it clearly did really well. It has, what, 34 million views? It feels like he could have had this moment with speed, too. Well, I think the speed thing is definitely like going to be it can't just be this at this point. It's been built up to so much. It's got to be like a big stream. Yeah, I hear. But I think there's something to a format potentially of just like Cristiano meets where it's just a fully raw moment that he meets people who are interesting.

If that's all you can offer, though, to your audience is just meeting people, like, that's not... But obviously, that can, like, go into conversation. It's just two interesting people meet. I think kind of, like, what we have to do with everything is, like, what is the vanilla of Ronaldo's channel? What's the life of a football player? So then when you get to that point, it's like, champions, what a night.

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I know the backstory of that. So he moved to Saudi Arabia to play in soccer, like, to play there. And he... it for two years he still couldn't win even though he was like greatest player ever and then they finally got it done and your reward for that is a three minute video you know what i mean like these should be more thought out it should be like a like honestly if every video here was the same length but like are the same idea but 10 minutes longer it's a better it's a better delivery And the last thing I'll say before we move on to Kevin Hart is these two videos, Next Stop Miami and Together Every Step of the Way.

These are like montages. Yeah. Right. Like they're music backed. They're like video photo, video photo. They're just like trailers about him. And I think what is missing here is there's there's two directions for a celebrity or specifically an athlete to go on YouTube. One is like the superhero, right? Meaning like, when I think about superheroes when I was growing up, Kobe Bryant, Michael Jordan, these guys were like total superheroes.

You wanted to see them in their superhero light. You didn't want to see them at home, you know, eating cereal and joking around. You wanted to see them be superheroes. Then when we first started on YouTube, we actually helped an NBA player named Jeremy Lin. Oh yeah, familiar. With his YouTube videos. And he was human, right? He was relatable and human.

He was going on Ryan Higa's channel when I was in middle school. He was a real YouTuber. And I think in this category, when you look at that spectrum of superhero to human, Cristiano is a superhero. But we just want to observe him in his real state, which is why the Celine video is interesting. We're observing him in his raw state. That's interesting.

That's why that video has 34 million views. I mean, many other reasons. But these montages, I think is like, You could cut 80% of the YouTube videos from his channel and it would be such a better channel. It kind of reminds me of like how Billie Eilish uses her YouTube channel because she is doing like mostly music videos, but then she will throw a vlog in there and it shows like the human side of her and it works so well.

I think the problem with the road to the USA, the next stop Miami is it lives in the middle of a format, right? It's not the stripped down vlog and it's not the super high end sort of sports doc that you want. It's kind of everybody's mat. It's almost like... You watch it and you feel like he didn't even get access to his own life on his own YouTube channel.

Yeah. When you watch it, you're like, oh, this is a photographer from the distance. This is a videographer from the distance. But this is your team. I found this one hard to critique fully because people seem to just... enjoy it because they love him. We're talking about like 17,000 comments on some of these videos that we're critiquing. But so it's, we're critiquing it through the lens of like, I would prefer to see something different, but I think it's interesting to see around the world how many people just love this.

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All right, we got to look at Kevin Hart. Let's go to Kevin Hart. Going to Kevin Hart. A little different. Kevin Hart's recent channel, new YouTuber, and he posted his first video, Can I Break 100 on My First Try? And it's basically a video with him and his friends betting, playing golf, which is a great format. And it's actually something that Kevin Hart isn't new to.

So like a long time ago when I was in high school, Kevin Hart used to make these videos where he would play pickup basketball with him and his crew against Neo, Chris Brown and their crew. Really? And it was like, yeah. And it was it was really cool videos to the point where it's like my friends and I will still quote stuff from those videos, whatever, 15 years later.

Can we watch a bit of the beginning of this one? Yeah. Welcome, world. It's go time. Golf shot. Hey, what's going on, people? My name is Kevin Hart. What I want you to now know me as is a YouTube golfer. This is a great intro. Yeah, I would anticipate in three months time, this would not be a conversation who has a better channel. It's just because there's one video like this is.

Well, yeah. Hold on. Explain that. What do you mean? Because for one, this is an actual idea. Can I break 100 on my first try? Two, there's an actual thumbnail that had a bit of packaging nuance to it. Three, it's an intro that actually sets up the video. So like I- It's very intentional. Yeah. Something that I think comedians are really, really good at making this transition because they understand the give and the take with the audience.

And that's something that he's hyper aware of this entire video. My only thing in terms of longevity is that it's really high lift. Yeah. You can't put out, if you're Kevin Hart and you're going on tour or you're in a movie, you can't do this every week. The only argument, I thought about that too. I would strip out all the high lift stuff from here.

Like there's some graphics in the beginning. Like I just think it's unnecessary to do all that. It's an hour and 12 minutes. The one thing I think is interesting, like, you know, He tours a lot. He's probably playing golf when he lands in different places. Like, if you can just fit this into his current life, if this is not a production outside of what he would do regularly, then I think this has longevity.

Yeah. Yeah. It's like it's like old Will Smith where he would have the like three videographers following him around doing whatever he was doing. But even that fizzled out. And I think there's longevity to this. I think part of the high lift, high production intro is the fact that this is the first video on his channel. Yeah. So it's like almost like a channel trailer meets an actual video.

Yeah. I'd love to know who the team behind this video is and what other creators they've worked for because this feels like a very YouTube native team working on this. I watched the first two minutes of this and I just want to break down a bit of the intro or should I wait till later rounds because I assume this is going through. We can wait.

Should we just get to the vote? I mean, like, who? There's no way Ronaldo's channel. There's not a single video on Ronaldo's channel that is better than that. Who votes for Kevin Hart? Raise hand. Unanimous vote. 16 seed upset. That was not even a conversation.

I think it has to be a conversation because Ronaldo has 83 million subscribers. He has a ton of engagement. He has a ton of videos. He's doing it. Kevin Hart just started. Kevin Hart moves on. The next matchup, we have reigning Formula One champion Lando Norris with 1.43 million subs against the two-time UFC middleweight champion Israel Adesanya with 1.3 million.

These are both my guys. 1.35 million subs. And I'll start out on Lando. Lando's weird in this list because he was a YouTuber and streamer before he was famous. So I actually found Lando when he was in F2 from his Lando logs, which were his original vlogs that he would post when he was still an F2 driver. So Lando is probably the most internet native celebrity on this list because he's been creating content before anybody knew who he was.

And I think you could tell he is a natural in front of the camera. I love how he just sits down and talks. I really like the, I like how the thumbnail, he doesn't post too often. So you could see how the thumbnail, uh, like style has shifted over time with the trends. Like if you look at the ones recently versus the one, like these up here, they're very more casual, which is kind of the style we've been seeing more of.

But if you go down, wait, go to the ones from like four years ago or something.

Go up a little bit more. Yeah, yeah. These feel very like the speedy car with him. Like that one feels very of its time. I feel like he's- That's very 2020. Right? Yeah. I think too with like him, you have to keep in mind that he did start Quadrant too, which was a lot more super YouTube-y content. Yeah. So I think that's why. And also like the Land O Log series is like huge.

It's great. Explain what Quadrant is for people who don't know. So Quadrant is Lando's motorsport entertainment brand that they sell merch. And it's a YouTube. It's an ensemble YouTube channel where he appears in a lot of videos. His friend Max Futrell or Futrell Futrell. um who helps run it and then they'll get other creators like the the sidemen will and e zach all sop and they'll come do this when you look at these thumbnails for quadrant like this is a guy who knows youtube this is what i mean because that means he's using his personal channel he knows his personal channel is only like for like the best year of my life was like his title for when he won the right F1

World Championship, right? So I think he knows, I think just keeping that, the fact that it's intentional, like Ronaldo doesn't intentionally know why the Celine video does well, but you can tell that there's like an intention to what he's doing. Nor does Ronaldo know, probably. Maybe somebody on his team is like, by the way, the video did 35 million views.

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Do you think anyone is telling him if any video does well on his channel? I think whatever agency he's overpaying doesn't tell him any of that stuff. What's interesting about this, and I think important to talk about with...

even when I'm looking at Lando, like the younger crop of celebrities and athletes, like what they know, like why do this? What they know is they get distribution through the actual matches, games, races, right? Like Lando gets distribution in F1.

But he wants to control his own distribution over here. And that opens the door for him to start new businesses. It probably opens the door for more sponsorship. It's more surface area of Lando connecting with his fans. That is like he's wearing a monster energy hat in that middle thumbnail. Like it increases his opportunity. He's also just like it's worked.

Like Lando is one of the most recognizable drivers in F1. And he he also just genuinely likes it like creators like there was a picture the other day of him meeting Oni Pixel, who's like one of the biggest Counter-Strike streamers. Oh, that's a whole nother thing. Like Lando is a crazy Counter-Strike fan. Yeah. And he has one of the most expensive Counter-Strike inventories in the world.

And he's actually a streamer, too. That's like a whole intersection of like gaming and celebrity. I think it's interesting. Yeah. Even the note that, you know, Timothee Chalamet started on YouTube doing Xbox mod videos. Yeah. So clearly, clearly we are pro Lando, but I do want to bring up the fact that he has made four videos in the last year.

That was the one note that I had against him. And part of our criteria is- But he shows up on Quadrant. Yeah, he does show up on Quadrant. And he's showing up in each Quadrant of the year, four times a year. The other thing I'll say is, didn't he also show up in Emilio's show, Passenger Princess? Yeah. Yeah. So did a lot of F1 drivers. He's around.

He's around. He's around. He's a character on YouTube. I've never watched his channel and I've seen Lando Norris. I just think it's a good thing to bring up like, frequency, consistency matters in what we're doing here. I think the other question- Look, four amazing videos a year, once a quarter. Yeah. This brings up another question for me though.

It's like showing up across the ecosystem of YouTube, collaborating with other creators. Is that a factor or not? I don't think that should be a factor. We'll get to that because I have- We got to go back to Ronaldo then. No, but then you got to go back to Kevin Hart. By that point, you got to give Kevin Hart the award right now if that- You already did.

I do not think that should factor into this. I agree. The factor is we have to judge his personal channel because if we're expanding beyond the ecosystem, it gets a little muddy with a lot of these. Israel Adesanya. By the way, I did not know until I watched his YouTube videos. And then I watched him fight. I didn't know who he was until today.

That's what I meant. Israel mostly posts fight reaction talk like fight talk content on upcoming fights, evaluating different fights. He's got a great personality. A lot of his come up wasn't only being a very good fighter, but a very... Entertaining guy. Entertaining personality, not afraid to speak his mind and call out people. So he's uploading once a month or maybe more than that? It's like a little bit more.

It's like twice. It's been one, two, three, four, five. Five in the last month? That's pretty good. So I can break this down. So I've been a hardcore UFC fan. I had a UFC channel. So I kind of know the game of it. I know reaction content is typically looked at as like, reaction, like a little bit of a asterisk. But this is also just how every single MMA channel is run.

Like all the best channels are mainly like breakdown reaction content, watch party stuff. I think if you were to go back in time, like two or three years on Izzy's channel, he did upload a little bit more vlog content. Yeah. It's not. I remember. Yeah. So I think it's also important to call out that part of that's a shift in like what you were saying and how celebrities see these shows.

as things can get bought and sold, where a lot of reaction content traditionally isn't viewed as like good content, but it's just, it's color commentary. That's what I was going to say. This is, you know, in the past in sports, after your career, you find your way into commentary, right? Like Tim Tebow. Tom Brady, right? Tom Brady, yeah. But what's interesting is getting the reps now and proving, because like, it feels like when Izzy's done fighting, He's the obvious choice.

Also, there's longevity to this, whether he wants to go on a network and do it or not. He's probably not going to go on a network, but I think to know like the UFC and MMA niche in general is even more saturated commentary content that there's not many people making entertainment. MMA content because of the nature of it. But I also think there's like better examples like Mighty Mouse or Demetrius Johnson is another UFC creator who's probably like done this same format and then mixed in podcasts and managed to mix in entertainment content as well.

Whereas Izzy is kind of just he's lost the crown to Demetrius Johnson for MMA content. All right, you're going too deep. Yeah, that's so deep. You just got to go Izzy versus Lando. Not at all. Bro, I was just giving you guys content. I just want him to color correct his videos a little bit better. That's my one thing. I think that this is YouTube.

Yeah, I think your videos don't look like this. You watch a fight and then you want to hear what Izzy has to say. This is YouTube to me. I like that he's laying on his couch. That's cute. Now, this is a really hard matchup. Because Lando also, like, Lando wins. You want to go watch his vlog. Also, Lando is really high-lift. Again, four videos in the past year.

Izzy Adesanya has been... Is it a high-lift or is he being lazy about it? I think, like, in terms of how a YouTube channel is actually run, like, if a younger creator was going to learn from anybody, you can't learn from Lando. You could probably learn from Izzy. You have formats that matter, thumbnails that matter, thumbnails that match the niche.

He doesn't even... Like, he does leverage his personality, but it's not, like, too bad versus other people. Yeah, Izzy... has been doing this for years and can probably do it for years. Okay, let's get to a vote. All right, let's go. Let's get to a vote. Who votes Lando?

I don't know. I was split on it, but now you kind of changed my mind just now. Izzy goes through. I'm sorry. Please come on the show. Please come on the show. I've been telling them to get you on, man. If I had to choose someone I would want on the show, it'd be Lando. But in this instance... I'd want both. Laminia Mall, Brie Larson. Yeah, we have Laminia Null, who is the youngest soccer player to start for FC Barcelona and found a new level of fame through this year's World Cup.

And Brie Larson, who is an Oscar-winning actress from 2015 film. Also, OG YouTuber. Brie Larson's been on YouTube for a long time. She's been around. OG celebrity YouTuber. OG celebrity YouTuber, yes. Part of the first wave, I would say. And she's still doing the same stuff she was doing. It's like, can I air fry this? Stuff like that. That's literally what it is.

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Can I air fry this? We'll get there. We'll get there. So, Lamine Yamal up first. 3.93 million subscribers. He has posted four videos in a year. Very similar to the Lando issue where it's vlogs he posted two times eight months ago and two times during the World Cup has not posted since. I know it's all like framed from a first person perspective.

It feels like he doesn't really want to be there doing this. When he was answering the questions, it felt like they were that someone proposed that this might be a good mood, a good move for him to do. But to be honest, this falls under the third party YouTube channels, in my opinion, because it doesn't feel like it was his idea. I agree also with how this is shot.

So remember how we were saying about like, do you want to be the superhero or you want to show yourself? This is framed as showing yourself, but it's shot like a superhero. Yes. That is a mismatch that I think maybe people don't really recognize that either you're going to be relatable or you're going to be unrelatable. It's totally fine to be unrelatable.

But then the way this is shot, And the types of concepts have to be more docu-feel. Like they have to feel like a movie. It just really feels like this is a box to check for him because he's younger and wants to make a name for himself. But I don't believe that he really wants to be there doing this. Now the interesting thing about... soccer in general is that these guys are such massive superstars that people will watch whatever they're interesting no matter what I mean yeah he has 16 million views 19 million views 13 million views 17 million the one thing that I think by the way could expand is dubbing I'm shocked he doesn't dub like for such a global superstar the fact

that this is not dubbed in other languages is shocking to me can we look at shorts like five interesting what's that

reacting to his younger self, it looks like. That's cool, right? Like, that's a good concept, reacting to my younger self. Is he in a McDonald's? Yeah, he did a campaign with Ronaldinho. But that, to me, that's a cool concept, reacting, like, Laminia Mall reacting to his younger self. Such a miss, in my opinion, with, like, the Messi photo going into the championship of, like, Laminia Mall as a baby with Messi.

There's so many formats that work well for that. Or, like, telling that story from his perspective at that time. That's There's a bit of raw honesty that's missing. Yeah, but unless he doesn't want to do it, unless he wants to be the superstar. But then the question becomes for celebrities, if you want to be the superstar, is YouTube the right platform for you? Is it better to just have great photography on Instagram? I think it can be the right platform for you, but you just need to invest in production, in someone who can storytell for you.

Someone who has to write for you. Because some of these behind the scenes of his experiences mixed with great VO from him, that's well-written about what the journey was like. Or someone else. Or like make it feel like 24, what was it called on the hard knocks of hockey type thing on HBO? Hard knocks? No, not hard knocks. 24-7. 24-7. Yeah.

Yeah, with Liv Schreiber? Yeah. Yeah, like that voice with Laminia Mall telling the story of the World Cup. Do you think that's going to work on YouTube when the entire thing is fandom connecting with your audience? You have someone else doing your voiceover, someone else telling your story? Like, I don't care. Have you ever watched a documentary with someone else doing voiceover? Not on YouTube.

I don't know. But here's the thing. We're talking about YouTube. We're talking about the app that everyone watches in their living room now on their TV. So like me watching a Netflix documentary about sports with somebody doing voiceover, like it's not that different. It's the same thing. I think it's completely different. It's very like superhero versus the personality where he's like branding himself the superhero that works way better.

All right, we got to look at the other channel because now we're going long. Yeah, we are going to Brie Larson, 631,000 subscribers. She used to post more frequently, has posted probably nine videos in the last year, which is fine. A lot of them I think were to promote her new book. So it's a mixture of like vlogs and like sort of Rhett and Link style cooking content.

Will it air fry? Oh, it literally is. It is a will it. Yeah. She's ripping. She's ripping their format for sure. I really like her. And so I really want to like her YouTube channel because she's just like a fun person to observe. But do I think this is the best YouTube celebrity YouTuber channel that we're going to see today? Like, absolutely not.

But. I think she achieves what she's trying to do better than Lamine does. I agree 100%. She is trying to get there so you connect with her. And even though it's only 30,000 people, they probably do connect with her. Yeah. And she's doing it because she loves it. My only thing here is commit to the show. Yeah. Like if the Will It is a show for her and this is like a cooking thing, like...

Just adopt the format and give me a framework to get to know you. Yeah, I think she needs to nail down what format works for her. And this could be a really great channel. I just don't... I think that she's kind of just wanting to show her life. Can you go to oldest? When did she start? Because I remember when she joined the platform. COVID era.

Let's watch her trailer. Six years ago. Her first video. Because I really... I remember liking how... Hi, I'm Brie Larson. Oh, God. Hi, I'm Brie Larson. I'm an actor. You might know me from... All right, can we go back to our channel page? I feel like if Brie Larson just had some help with packaging. Yeah. And someone to tell her, like, hey, this Will It Air Fry thing seems to be working.

Do you like it? Okay, let's stick to that format. I think, like, the path here is let's stick to it for 10 episodes. Let's do 10. Let's see where that takes us. And it should live on its own channel. Well, maybe. I think it's just to start.

To start, my advice for Brie Larson would be commit to one format and make sure at a glance, if I look at your thumbnails and I'm squinting and I make it really small, I know it's Brie Larson. That's my critique on a lot of these. When I look at all of her thumbnails right now, I can't even see her. We need her to do some thumbnail faces immediately.

Make it bigger. Just make it bigger in the frame or make it really recognizable. That was my critique on a lot of these channels is that I couldn't tell that it was the celebrity from the thumbnail and it should be the biggest thing. Yeah, that's the main draw. Yes. I know my answer. Okay, I do too. Yeah, I want to vote. I don't. All in favor for Brie Larson, raise your hands.

That's three. That's three. Are you guys obscene or you just don't know? I was going to go Lamin Yamal. I think, I think, I think Yamal has a lot of opportunity here. I just think he's trying to do the access thing when he doesn't want to. He should do the, he should try the other thing. I think you have soccer colored glasses on. You've been really light on these two soccer players that aren't making great content.

I just think the opportunity. If you gave, it's not about opportunity. It's about longevity. It's not about opportunity. It's about longevity. And Brie Larson has been in it for years and years and years. She's still going. She has potential. She's going through it. Lameen is 19. You, me, Jesse, Lameen Yamal for a weekend. We're making some six.

What do you mean? I hate it how you said that. I understand what you're saying. You, me, Jesse, and Brie Larson for a weekend? And I think it's going... It's like a rocket ship. You never invited me to do anything. Yeah, I wasn't even invited to the off-site. Like, what's going on?

uh next mess so brie larson moves on next matchup we have the norwegian professional soccer player shit poster erling holland against uh wartime nba champion lebron james this is this is this is really hard i love erling holland

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Since the World Cup, I've been so into anything he's posting. He's so awesome. It's so refreshing to see someone come out and just be their personality. He has a team behind this channel and it doesn't feel like it most of the time. No, it doesn't. I can't imagine it's too big of a team either. I don't think so. We know some of the guys and they're doing a great job.

So for people who don't know who Erling Haaland is, I don't know if anybody, again, another soccer player. How many soccer players do we have? Well, I think it's interesting. I think this might be it. I think Ronaldo had a pretty big impact on soccer players joining YouTube. Yeah. Because this is all recent. Yeah. And I think Ronaldo getting to 83 million subscribers, I think all these soccer players were like, wait a second.

We're global superstars. And this is the only one we're talking about. It's unlike any other sport. Like an NFL player, unless you're the most recognizable, does not have this immediate. Like the thing is, if we talk about, we talk about packaging all the time, ideas, subject matter, Erling Haaland's life as a subject matter is interesting to millions of people without any additional.

Because his job and his team is interesting. Yes. Yes. So then you add on a concept to it and it's two to three X as interesting. When I look at Erling Haaland's channel and I watch his videos, I'm reminded of CEO of Twitch, Dan Clancy, when we were talking to him and he just told us that some people have it and some people don't. He has it.

Just when it comes to being on camera, when it comes to being a personality. When I watch Erling Haaland's videos, when I watch his Instagram stories, whatever it is, I'm just like, ah, he's just got it. He's kind of boy Zara Larsson. He's what? He's like boy Zara Larsson to me. He's just... They don't know who Zara Larsson is. I know who Zara Larsson is, but I don't know her enough to know if her personality is like this.

I know her through Trackstar, basically. Okay. Well, so she's been doing a lot of TikTok's more casual short form content recently and kind of peeling back the layers of the pop star life. And she... is so charismatic, so funny, like very good at shit posting as well. And I feel like their style is not just because they're both Scandinavian.

They like really compliment each other. Can you please define shit posting for the people? Yeah, because clearly we're giving a lot of weight to someone who's a good shit poster. But what does that mean? And it's going to sound crazy to people listening on the other side. Yeah, it's shit posting is like absurd humor that where you're kind of in on the joke, making fun of yourself and very referential, very, very driven by Internet culture.

It has like a lot of lore, a lot of encyclopedic knowledge that kind of needs to go along with it. It's like shit posting is when Holland will post a Snapchat story of like Shrek making out with his neck. It's like an inside joke. It's an inside joke with the whole internet. Yeah. And then when a brand posts it, it means it's over. It's over.

So once they post it, it's gone. Let's see the other... Yeah, who is he up against? It's LeBron. I will say, I think my only critique of Holland's channel is I kind of hate how he refers to his full name and his titles. That's... Yes, I agree. Rather than like mine stuff, it feels a little less personal. Like it gets... It doesn't ruin it for me because when you go in, it's like actually him vlogging and talking to the camera.

But packaging wise, I would have definitely liked more if it's like the me rather than the like SEO or of his name, which I'm assuming is a bit. Yeah, that's probably what they're. I think celebrities often don't understand or the teams don't understand that the name is the channel and that will show up on. Right. Yeah. And also his face is ginormous in every thumbnail like you can't miss it.

Yeah, I think the one thing I'll say about Erling Haaland, you can tell he wants to do this. He's having a blast making YouTube videos. Yeah. Damn, LeBron got to get on that just for men's. Look at his beard. Oh my gosh. He never said that to me. Yeah, like, wait, what? But that's an aesthetic, right? Is this not an aesthetic for him? I think mine's an aesthetic and LeBron's is not.

Maybe. Wait, was it not intentional, my fault?

home. He's been dying at great. So LeBron is another new addition to YouTube. He started a golf channel like Kevin Hart in August and he has been posting every two weeks consistently. Three videos out right now. 2016 Cavs 10 year reunion golf scramble. LeBron versus Channing Fry. LeBron plays golf with the Akron Fab Five. So a lot of like versus friendship based content.

This font on the thumbnails is crazy. Crazy packaging is definitely interesting, but I think this achieves being the more like relatable Content like a lot better than like Lamines did I think this is okay I think LeBron just got a tough draw here with Holland, but I think like this is not bad. I No, and also, I think something that's... Compare this to Kevin Hart.

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They launched the same week, right? Yeah. LeBron's was a little earlier. A little earlier? Okay, so LeBron has three videos, all of which are either over an hour or just about an hour. So we're talking about like four hours of LeBron content. If you actually think about available time... with LeBron James. This is probably the first time ever you have this much available time with LeBron James, right? What about The Shop? Yeah, The Shop, but The Shop's very different.

So The Shop was his interview show on HBO where he would bring together a bunch of interesting people. This is kind of The Shop reinvented in a much lower-lift format. Like, every episode, he's bringing together an ensemble of pretty interesting people. They're having a conversation. They're laughing. It feels a little bit more premium than Kevin Hart's channel in that you know, there's like cinematic B roll of the course shot with a drone where they are matters.

There's a moment in the first episode where someone from this Scottish golf course comes and like gives you the history of the golf course. It's sort of it feels much more of like a men's magazine. I like it. I think it's good. I think also, you know, something that MatPat said on our show last year or two years ago about rules for launching a channel, maybe with Stephanie, launch with four or five videos.

And I think that's a really good rule for a lot of these celebrities too, is like, if there's excitement around your thing, like- Keep going. allow me to become a fan of your film. And LeBron has done that really well. This is a crazy matchup. This is insane. Like, I almost feel like we need to circle back to this because this is so crazy.

But you have to pick right now. Let's take a vote. All of those for Erling Haaland. Raise your hand.

I'm like, I'm like so torn. It's unbelievable. We got three, four. I mean, three anyways. I can't even do it to LeBron. And the thing about LeBron is... You can't abstain? What is this? I mean, you know. Wait, so you guys voted three? Yeah. So it doesn't even matter. That's crazy. LeBron's also like a media... He's been in the media business for a long time with Uninterrupted and Spring Hill, but all right, all right, I guess.

By the way, LeBron, Colin and I voted for you, just so you know. But also Holland, we thought about voting for you. Come on the show, talk it out. Either of you are invited. It's a friendly environment. Both are invited. And our next matchup, Six Seed Farrakhan, who is a Bollywood director and choreographer. And I think she is the most fascinating person.

This channel is crazy. Yeah, I don't understand it. Lock it in. Yeah. Far out, Colin. Yeah, we don't even really need to talk about this. Chris Hemsworth is back. It's a bad show. Yeah, I mean, he's one that launched. There was a lot of fanfare. Chris Hemsworth is coming onto YouTube. Does a vlog with Mr. Beast. But like, again, I think...

Too high lift of production. Wait, what is this? Can we look at this? What is this square thumbnail in the middle? This one? And then the beginning part of that. Wait, wait, click on that video. By the way, can I tell you, I like the like non-technically sound celebrity vlog. Does that make sense? But look at this first one. You can't even tell that it's him.

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It's not him. It's not him. So his most recent video is him saying that like, I hope you enjoy this from my friends. who did this cool thing and that was the series he did Azza and Zog do Earth which is like he sent his friends around the world to quote unlock health secrets or something it's like a sincere idiot abroad kind of where he's just sending his friends to places that's what I do when I send my friend down to the corner store to go get like a 5 hour energy I don't mind this channel I just have to represent Bollywood right now and go Farah Khan because she's she's going for it Yeah.

She's making it like a it's like a HGTV like show. It's good. Yeah. Let me pull up her channel. She seems so fun. The interesting thing about her is so she's directed a bunch of successful Bollywood movies and is credited from what I read with like modernizing the visual language of Bollywood dance now. And in an interview, she said that she made more money from her YouTube channel in two years than her entire career as a director, TV host, and choreographer.

And I don't know if that's good for her YouTube channel or there's some sort of wage gap situation that we need to work out. Yeah, that's interesting. I wouldn't expect that. So her channel, she's posting like every two to three days, all of these videos are getting two, three, four, five million views. This is a great YouTube channel. And she goes into other celebrities' houses and talks and brings her chef to cook with them.

And it's like a great concept. This is a knockout hit. Every thumbnail looks consistent. You can become a fan of this show. You can get excited for who's coming next. Look at these views. Yeah. She's a queen. We know the answer. That would be 30 million views. Farrakhan. Moving on. We are moving on to the three-seed IU, who is a K-pop singer and actress.

And in my research, she is... The all-time leader for Billboard's K-pop Hot 100 with 18 number one songs. So like she's her in South Korean culture against Tom Brady, minority owner of the Raiders and former NFL quarterback. Is Tom still uploading? I didn't check it. He uploaded. His last upload was 4th of July on a happy birthday, America.

And then prior to that, it's been a bit. I don't. I got some issues with Tom Brady's channel. And it's not just like my personal issues with him. Okay. I'm going to list off a couple of issues I had checking out Tom Brady's channel. And there's some of Tom Brady's channel that I actually love and have like, it's caught my eye. I've watched, I've enjoyed, but there are some issues lately.

There's a video I clicked on that has a title card that says we asked Tom Brady. a series of questions. And I'm like, who's we? This is your channel. So it felt a little bit impersonal. And then he does, there's one video where he starts a list of 10 where he's reacting to some of the greatest sports moments in history, 10 of them. I ranked the best throws.

And then he abandons the list of 10, about three in. And I have no idea where the video is going to go because all of a sudden there was a mechanism, 10 great highlights, and then he abandons it. Something that's really interesting to me is that a lot of these videos are collab posts with the NFL and Fox. Or NFL on Fox, sorry. He's a color commentator.

No, I know he is, but I've never seen that where part of your deal is collab posting or somehow this is inventory for NFL and Fox or part of their deal. But it's clear that he's kind of totally... tapered off here right yeah like seven months ago we're talking about videos from seven months ago and then we have a fourth of july video over the summer i think this is where laminia mall is heading yeah yeah if he doesn't stay on dude if he doesn't stay on unless he invites us out for a weekend you guys want to party with a 19 year old kid really badly i want to film a documentary i don't want to Also, our version of party is talk titles and thumbnails.

Our version of party is hanging out, talking YouTube, filming and editing. With some good snacks. So just brief on IU, whose real name is Lee Jeon. She posts a lot of behind the scenes vlogs. Her channel is built around a single format called IU TV. which is basically a very like, it's a cozy, slow moving vlog where if you're a fan of her, I think you would really like it.

Even with subs, it's just like not my interest because I don't know that understanding, but it's a good idea. And just judging from how big of a star she is, the fact that she's posting this like slower Get to Know Me content, super interesting. All right, let's move her forward, guys. Yeah, yeah. I felt way more connected to her than Tom.

Let's go. All right. Can someone just give some advice to Tom real quick? Yo, send him my way. I got him. I got him. A weekend. A weekend. My weekend. Just give him something quick. What does he need to do? He's going to kiss you on the lips. You need to come up with ideas. If you are the GOAT of football, come up with ideas around that. Yeah, there's a video about how to throw a football with Tom Brady.

It's his most viewed video. It's his most viewed video. Because that's what you want from Tom Brady. And it's very hard when you're close to it to ask yourself the question, what would I want from Tom Brady? as Tom Brady. I want to learn the weird intricacies of the things that he would do. Yeah, I think the thing is there is a level of complexity that a lot of celebrities add onto their videos when actually if you just write down the first 25 simple ideas, knock those out and find your voice through those simple ones because people will watch.

Yeah, look at Izzy's channel. Would anyone complain if Tom Brady reacted to, like, playoffs? No, that's exactly what I would actually be. That would be actually the main thing we would do. And probably a great collab with NFL and Fox. Right, just react to, yeah, I just want to hear his color commentary on more things. If Tom Brady was reacting to high school football, that would go crazy.

Or even, like, young, like, prodigy footballers could get the rights to those, yeah. It would go crazy. That'd be really good. Moving on to seven seed Trixie Mattel with 2.42 million subscribers. She is a drag queen who won season three of RuPaul's Drag Race All Stars. She also has a partnership with another drag queen with Netflix for a YouTube show where they react to...

Wait, wait, wait. A partnership with Netflix for a YouTube show? Yes. So it's on Netflix's YouTube channel where her and her drag queen friend will watch Netflix shows and just like make jokes. It's a great content. Whoa, that's fascinating. Yeah, it is. Wait, that's that's like a whole because there's a whole new layer here that we should talk about, which is the movement of Netflix pulling creators to YouTube.

And now celebrities wanting to be on YouTube to then maybe make formats that go back to streamers. And then there's this new fold of Netflix's YouTube. This is this is not new. No, no, I'm just thinking about in this conversation of YouTube and Netflix, the Netflix YouTube channel and original content for the Netflix YouTube channel is a fascinating other piece.

And yeah, Trixie has such a great understanding of internet landscape and like just YouTube culture. Did Trixie come from the internet landscape? No, she came from, so she first appeared on Drag Race, I believe season six. On a reality show. On a reality show. This was like early 2010s. She was either on, I think she was on six. And she was like a fan favorite.

She has this very, very unique aesthetic and style. And the thing that I have to say is that there is no one on this planet who understands that eyeballs are money than a drag queen. Like drag queens just get it. She is such a good business woman. I think she totally knows how to captivate her audience and it extends across all of her properties.

So much so to the point where I would say her main YouTube channel might be the weakest link in her flywheel. But she is still great. I think that Netflix format is really interesting. It's great. Yeah, I thought that was fascinating. So it's it's it's Trixie and Trixie and Katya. Basically, Netflix says, hey, watch this show. And it's a great concept.

That's a great concept for YouTube. A great concept for Netflix. Yeah, it's a great show. That's a that's a and I thought that set looked really. So she started 11 years ago and has over a. thousand videos. Wow. Yeah. When you look at her channel, one thing that's really interesting is that she has a she has a lot of other people appearing.

She's like one of the people on this list that has a constant collaborators. And that's because I think a lot of the other drag queens, even though they did, a lot of them started like on a reality show. And like mainstream celebrity hood, a lot of them have like embraced internet culture because that's kind of where the community is at right now.

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And I think Trixie is really good at building community. And, oh. Sid, we know who you're voting for. Yeah. Okay. We need to see the other side of the matchup. Yeah. So we got Trixie and then we are going to Matthew McConaughey. Matthew McConaughey. I looked at this. This is a little rough. It's bad. This is really bad. Let me just state for the record, I love Matthew McConaughey.

He's a dream podcaster. 100%. I will stare into his eyes and just get lost. I've listened to Matthew McConaughey on many podcasts. I think he's phenomenal. I'm a huge fan of Matthew McConaughey. And his YouTube videos are not great. I have not watched his YouTube videos. Okay. So basically... Maybe I watched his first one, right? Again, there's always like...

There was a big stink. There's a big stink about the launch, always. Now the YouTube channel, I poked around a bit. Okay. Every video is essentially a moment from his audio book and an AI animation of his face with some lyrics. I think this actually. Oh, look, if you. This feels not. If you, me and Jesse. And Matthew McConaughey. And Matt.

Yeah. Had a crazy weekend. In Austin. In Austin. Yeah. We go out, get some barbecue. What I would say. Come back to the crib. Yes. I'd say. We start chatting YouTube. Let's talk. And I would say, look, in your audio book, you have an incredible well of stories and lessons that I think people on YouTube would love. Yeah. Right. So you can repurpose them.

But. Set up a camera. Look at me in the face. Maybe read a passage from your book and then reflect on it. You could bat shoot that. You could bat shoot it. That makes me think, and I know my anxiety is through the roof about the M. Night matchup that's coming up. That's coming. It's going to be big. And Kylie. But M. Night reads his journal.

So it's related. I think we should hold. So if you look at, but that's the format we're talking about. Yes. If you look at Matthew McConaughey's videos here, I think he, you know, commits one of the cardinal sins of YouTube packaging, which is that he repeats the title in the thumbnail. So his latest video 11 days ago, it's titled Hills Are Necessary.

And then in the thumbnail, it says Hills Are Necessary. I'd give him the same advice as Tom Brady. You're Matthew McConaughey. Why are you making these videos? Make videos that people want. The thing is, when you go from an individual to a company, there's a company here with Matthew McConaughey. They got to a point where they're like, hey, we have this distribution channel.

Let's promote stuff. And I think that's an issue on YouTube because we all are here trying to watch formats and watch content. And you can feel when something is more marketing than it is. I think if this was titled more so around self-help or around a specific lesson. And that's a whole genre on YouTube. It's a huge genre. And it just had Matthew McConaughey in a real setting with a camera.

And when I hover over the video, he's in that setting. By the way, here's how I'd produce it. I would go... I would get on Zoom with Matt. Okay. And I would have him with like an SM7B. With me and Jesse. Yeah, you guys are there. But you're shooting him. And I would start asking him questions. I would be like, tell me about this passage in the book.

And he would just talk about it, riff on it. And then we would take that and just clip it and put it out and just go Matthew McConaughey on. Blank. Matthew McConaughey on parenting. Matthew McConaughey on growing up. These bits where it's like these videos that almost felt like old school YouTube motivational videos. And just let those be assets that people share to each other in times of need.

Like, dude, you got to listen to Matthew McConaughey's bit on this. But you could batch shoot 20 of those in one hour Zoom session. Because essentially that is happening when he goes on someone else's podcast. Yeah, clips. Like what's great about Matthew McConaughey right now is Matthew McConaughey clips about life. And that's the format.

So own it yourself. Own it. Own the format yourself. Do you think he could start a podcast? I don't think he needs to. He just needs himself. Does he even need to be on YouTube? I don't know. He's got a lot to share. I think he's got a lot to share. I think he's a great writer. As it stands, this is tough to watch. Do you think you would still feel that way if he had 20 podcast episodes in a row? Don't you think part of his appeal is that he's...

Wait, oh, is that he's like... Hard to get. Hard to get. Yeah. Yeah, that's fair. I think that's the reason why... Let's vote. Let's vote. Let's vote. Hands if you're voting for Trixie. unanimous goes on and that leads us to the last matchup of round one two seed kylie jenner with 12.1 million subscribers against the director m night shamalan who just started his youtube channel a couple weeks ago with 130 000 so by the way we got invited to a cool event with him I gotta be honest, I don't understand the hype here.

Why are you scared of this round? It's so obviously Kylie. Kylie smokes, brother. In every conceivable way. By the way, I'm a major, like, Kylie for me is like, Nah, she's a lark for him right now. Before he was at college, I'm not worried about this. She is the OG vlogger. That's King Kylie. I'm with you. This is really hard. No, it is. It is.

It's so good. You watch her videos right now. Those are people who aren't looking at the screen, can we just tell them what we're looking at between M. Night and Kylie? Like, what is Kylie producing? What is M. Night producing? Okay, so Kylie just had a bit of a resurgence on YouTube. She kind of came back. Like, she's had vlogs in the past.

She's posted a lot. But three weeks ago, she posted a Get Ready With Me video. Super lo-fi. Seems to be shot on iPhone. Yeah, seems to be shot on a phone. And it should be. Then there's a Q&A. Except for the most recent one. A vlog as she walks around a new home that she's building. And then we have more of a format where it's her and Kris Jenner.

What's in my bag? I love how unapologetic that title is. It's not what's in my bag. It's what's in my birthday bag. Because do you know how few people can do that same challenge? It's basically her. Also, did you watch it? Because it was really funny. It was great. So you look at that video and then you end up finding out that she's going to go around her mom's house and grab different items from her mom and put them in her bag.

So as she starts to pull items out of her bag, her mom's like, wait, did you steal those from me? But the best part of the video is that Chris keeps pulling dirty martini ingredients out out of her purse she has a big bottle of vodka she has three small bottles of vodka this is an entertainment family yeah the earth will reduce to dust and ashes and the car jenner's will still be out there making stuff that people for better or for worse want to see right till the end of time in your world there's no people left but sure they will no

I think the beauty of what Kylie Jenner is doing is that it is so uniquely lo-fi and YouTube. It is something that when you talk about this sort of war between YouTube and Netflix, what Kylie is making I think will never be on Netflix. It is so uniquely YouTube because it's so lo-fi, it's unpredictable. And I think that's what YouTube should lean into with these types of celebrities.

And the fact that I don't even keep up with the Kardashians like that, but I still am intrigued. And I said that on purpose. And I am still deeply intrigued by

anything that she's posting. Like that just goes to show like the cultural impact that she's having. Here's my, I think this is fantastic. This is great YouTube. Like you said, I remember when Kylie jumped on Snap and was like one of the first people kind of like. That was King Kylie. Yeah, she was like vlogging in a way. She was giving us access into her life.

She is excellent at this. My one production critique, slightly better audio would be helpful. Does that not make her more relatable? It does, but it's actually really hard to hear. Are they the most unrelatable human on earth? I'm with you, but it's actually hard to hear. I don't know if it's me getting old, but I find it to be hard to hear.

Audio should be on a good mic. Yeah, I think it should be just a little bit better. It's kind of a non-negotiable. Even if she's wearing wired headphones and talking into that mic, better. Yeah, I think, dumb nose, you should be able to read the text too. The thing is though, Kylie Jenner in a lo-fi thumbnail is going to drive the click. It's going to earn the click no matter what.

I think it's kind of charming that her thumbnails are kind of bad. In the text. It's so bad that it's calculated to be bad. My concern with her is she was gone for a long time. She's kind of love bombing this YouTube channel right now, right? And I think she might go away again. Yes. And that is my concern here. She has something to promote, right? Like probably does, but I think her new clothing line, like always has something to promote.

I know, I know, but she's got, you can feel she's, she's like, I don't know. She's luring us in. No. With something to promote. I think if you watch. Yeah, I don't want to get hurt. I've got, I I'm holding out until we get Timmy's cameo. Oh, that would go crazy. 10 billion views first day. I don't know. I watched this first Get Ready With Me in the beginning.

She just says she's just inspired to do YouTube again and wanted to come back. And I think it's honest. She got you. I don't even stand them like that, but yeah. All right. M. Night Shyamalan. You know what? You're right. There's something wrong with that.

There's something wrong with this beach. Like this is like, it's like fine video. Okay. And then what? Yeah. That's, that's my issue. He, if it was just the first two videos, I'd be making a harder argument of like, this is kind of cool. If someone's not looking at the screen. Samir was shaking in his boots five minutes ago over this. Well, also it's like, listen, This is my Indian brother, you know? Yeah, and you know what? Even with that boost, man, I can't get through this.

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You fell into the trap. Okay, so yeah, M. Night is new to YouTube. His first video posted two weeks ago is just like him talking about what he's doing. Follow-up video is where he reads his diary that he had from- I liked that a lot. I thought that was cool. While filming Signs. And then the third video he posted is a commens- a commencement speech that he admittedly has never watched.

Yeah, M Night Archives is not a format. No. This is not a format. Who wants that? I'm sorry. Yeah, this is not a format. This is not a thing to do. The middle one is access, right? You have to understand what are you providing on this channel? Something we talk about a lot here is a channel promise. where you go, welcome to the M. Night Shyamalan YouTube channel, where, and then you fill in the blank, where you get access to my thoughts like you've never had them before, where you're going to see behind the scenes of all the movies I directed, where you're going to see me react to the modern Hollywood industry.

Like we need the back half of that sentence. And it felt like it was, where are you going to get access to me like never before? And then showing me a commencement speech is like- Turning it into a dumping ground. Yeah. And when you don't fulfill the promise, it really impacts on a YouTube channel. This has 30,000 views. He's not even reacting to it.

He's just like, he's like, I never watched this and then I'm going to play it. It's like reacting to my cringe commencement speech. I didn't watch it, so I don't know if it's cringe or not, but like reacting to my cringe commencement speech, that's a fun access. But it still doesn't go into the promise of the first two videos, which is get access to a Hollywood director in ways you've never seen before.

I feel like, yeah, it's similar to what we were saying with Ronaldo and Brady, the vanilla. I think you want a movie director to be giving advice. I know we didn't say this last time, but explain what you mean by vanilla. So the vanilla is like if you were to strip away all names, what is this channel? And what you have here is a top-tier director is making a YouTube channel, much like Tom Brady is the GOAT of football making a YouTube channel.

So what would you want if you had a movie director? You wouldn't want to hear his commencement speech. Yeah. You would want to hear advice, like camera advice or a camera, or if you want to give access of lot behind the scenes of filming, anything like that. Nobody is ever going to say, I want to hear M. Night Shyamalan's commencement speech.

Also, if they do want to hear the commencement speech, they can search it up. And I'm sure 10 other channels on YouTube have posted it. I'm with you guys, by the way, let's go to a vote. Cause yeah, my bad for hyping this up real quick. Real quick, I do want to give him some credit. The first video, he says that he wanted a space where he could have permission to be not great

and to experiment. Wow, and now we're the guys telling him, yeah. Yeah, okay. Pack it up, buddy. His second video is really well shot. It's like a documentary feel to it with the B-roll. He's crying at the end when he's talking about something that happened on set with signs. By the way, I've said this to many people, but I truly mean this.

M. Night, you are welcome on our show. We'd love to have you. We'd love to talk YouTube. Okay. I just wanted to give him some credit. All that said, let's move Kylie on to the next round. Wait, no, we set Trixie up. Yeah, yeah, yeah. First round over. We're heading into the second round matchup. Kevin Hart golfs against Israel Stylebender Adesanya.

Are we just going straight to a vote? And then we can do the last two. Those in favor of Kevin Hart golfs raise their hands.

Oh, no. We got three. Kevin Hart Goff moves on. You know what? I almost want to take that back because I think he's got more longevity. But I think he's the basis for every one of these celebrity channels. If you are a celebrity channel, most simple. I want to see actor react. I want to see athlete react. That might be an upset. Recount. Recount.

No. Sorry. My decision is made, bro. Next matchup. Now I feel bad. You're right, Keith. Yes, I am right. I'm always right. Is he just got robbed? Next matchup. Is he just got robbed? That's crazy. Brie Larson. Okay, when we vote, we need to have a second for debate. We need to hear the camaraderie. We should debate before the vote. Fine. We should have debated before the vote.

Do you want to redo it? That being said, we don't need to debate here. Erling Haaland. Erling Haaland. Erling Haaland goes. Farrakhan. Farrakhan, yeah.

My vote for Trixie is more all-encompassing of her brand as a creator, but in terms of the YouTube... The specific channel. The specific channel itself, and I'm a massive Trixie fan, and she's a huge proponent for the creator economy, but... I don't watch her channel ever. And I've watched Kylie's channel and I'm not like a Kylie fan. And I watch more videos on her YouTube channel than Trixie's.

Five to 10 years from now, who do you think is making more on their channel? Probably Trixie. Actually, yeah. My vote would be Trixie's been consistent for years and it's just gotten more and more successful. But who's more classic YouTube? Trixie. Trixie, I think. So then why were we voting Kylie? You're right, and I just changed my mind.

Trixie! I don't know if you guys consume... How different is a Kylie Jenner video from a Your Mom Ashley video?

Because I don't watch that niche at all. So I was just- It's not that different. I would say Kylie's is a lot more simple, right? Because, well, I don't know. Ashley has some really simple videos. She's just like a classic vlogger. She's kept that lifestyle for- but like structurally sound, very structurally sound perspective. You know what I mean? Like Kylie's walking you through a house with an iPhone and she's saying some unbelievably unrelatable things, but you are like interested in it because you've never seen it before.

You've never seen a house like that. That's being built. From a pre-click, they look exactly the same. To me. Very, very, very. That's interesting. Yeah. They're in the same category. Yes. Yeah. Because I think that niche can get criticized because it's low fly. So it looks low effort when that's like obviously not the case. Yeah. It's actually really hard to do that.

Yeah. Yeah. To entertain somebody. All right. Let's get a vote. All in favor of Trixie. Hands. Let's go. Let's go. That's fine. I just hesitated and it's over. Trixie to the next round. Damn, I'm bummed to leave Kylie behind in that round. I'm bummed to leave Israel Adesanya behind. We voted for a guy with one video. That was like how... Let's talk about why we did it.

No, but every single time, we'd be like, oh, what's the advice we'd give? Look at Izzy. Look at what he does for MMA. Do it for you and me. You know what? I think I did that, though, because I think Kevin Hart actually nailed the first video. Yeah. He just nailed the landing. It was good. It was a good video. Kevin Hart is just so entertaining.

Yeah, it's so entertaining. I want him to make it. The other thing is I think Kevin Hart appeals to a broader spectrum where it's like if you're not an MMA fan, which I know this isn't like necessarily part of the criteria, but you're not going to be interested in Israel's personality or like going to that videos outside of commentary. But I don't think that because niche is everything right now.

So I don't know if that necessarily makes because then Trixie is going to appeal to almost no one because, yeah, it's too niche. I feel like if it was Izzy's from two years ago with the vlogs, I think you guys would have. Sure. I agree. I loved Izzy's vlogs. Yeah. Yeah. Yeah. I think there was something about the reacts, but you're right.

He's doing the thing. Yeah. It's tough, man. I feel bad leaving him behind. But semifinals, 16 seed. Yeah. Kevin Hart golfs against four seed Erling Hollands. It's Erling. It's so hard. Who's on the other side of the bracket? On the other side, we have Farrah Khan and Trixie Mattel. I feel like in three months, this is going to be... I feel like Kevin Hart's that first video, like you were saying, he nailed it.

In like three to six months, I think we will all be saying Kevin Hart. I think he understands social media game way better. Right now, you want to push Kevin Hart through. I'm saying, well, based on what we have now, you can't not put Holland. Yeah, you have to put Holland. I think Holland is the obvious choice here. We can revisit this in a couple months.

But is Holland just a moment in time? Let's be honest. No. Wait, refill it up. Can we refill it up? Yeah, let's look at his channel. How long has he been posting for? Since World Cup, right? Or prior World Cup? Ten months. Okay, ten months. He also has got a legit team. We know the team behind this. They're legit. They've been around for a long time.

Is that 69 videos in ten months? Probably shorts. Yeah. But even day in the life of a pro footballer is a way better title than day in the life of Erling Haaland. Yes, I agree with you. I agree. I think this is great. He's testing a lot of formats. He's good. Yeah, I think he's legit. He's good. Yeah. And he collabs a lot with native YouTubers.

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Yeah, he's done stuff with KSI. Yeah, I think Erling Haaland. Before we vote, because I kind of feel where it's going. I just want to, before we say goodbye to Kevin Hart. I want to say a few things about what I think he did really well in that video. I watched some of that video. I think he has one of the best intros out of, I know he only has one video, but I think this is one of the best intros if you watch the full two minutes.

I agree because he said he's a YouTuber. So you click on the video. He says, welcome world. He's staring directly into your eyes. You understand that there's a level of connection here and even understanding the context of YouTube, right? That is very different than like a Ronaldo. He sort of confirms the click. He says, I'm bringing you along for my golf journey to be a golf YouTuber.

Yes, he says golf YouTube, which I think, again, he understands the context of the platform. You keep watching 30 seconds in and there's a bit of and what you didn't know is that I'm bringing my friends with me. So you're like, OK, there's more here I didn't know I was going to get. At one minute, he says that the challenge is I'm going to be breaking 100.

And he even goes further to say, if I do that, the next goal is going to be 90, then 80. You kind of understand the arc of the channel. And then at two minutes, you realize that him and his friends are betting on shots. There's money on the line. So there's a mechanism here to keep you watching. Yo, he who sold me, man.

I think we're going to say goodbye to Kevin Hart right now. Yeah. But it's a great video. And I'd love to see more from him. And maybe we reevaluate in a couple months. When was this uploaded? This was uploaded August 27th. This is like a one video a month. So yeah, this is my only issue is the time it's going to take to get another one. And then I guess the question is, how frequently do we want a Kevin Hart? I think you want this once a month.

I think you want it once a month. I don't think you want it more than once a month. You want it to be really good once a month. And that's it. And that's it. I don't think we have enough space for... for Kevin Hart videos. There's some space in the golf ecosystem now. He also appears so many other places with commercials and all of that stuff that I think the extended period of time, doing it too often, I think he would overstay his welcome on YouTube a bit.

He would saturate himself. Let me ask you another question. Do you think with any of these celebrities, Kevin Hart, this is a media entrepreneur through and through. Does Kevin Hart make a show here? Does he pilot a show on YouTube that then brings him opportunity to get picked up in another place. I'm going to bring you back in time to 2020.

John Krasinski launches Some Good News. It is a simple show for three and a half weeks, maybe four weeks, and gets bought by CBS? I don't know. I think so. And then it disappeared forever. And then it disappeared, right? Do you think any celebrity is having that type of thought now of, let me pilot a format here? Or do you think this moment in time is celebrities going, let me build a home here? I think it's both.

I think it's future proofing. I think it's future proofing. I think there's a lot of competition right now with streamers because of the fact that creators are coming in. Yeah. So I think you need to have this element of your own connection to an audience, especially with long form content. I think it's a lot of these celebrities have a connection with posting on Instagram in short form because it's easier to do.

But you need to future proof yourself when it comes to long form. Yeah. So I think one of the other this is terrible quality, not the original channel. But the other evidence is I think he just genuinely likes messing around with his friends and filming it as like this video when he's playing pickup basketball with him and his crew against Chris Brown and Neo and them that like he just loves messing around with his friends.

And it's like the friendship content I think is In the way he's doing it, it's much higher lift, but it's rewarding. It doesn't feel as like he's forced to do it. His friends are getting paid. It's a good format. The guy is also... I mean, we hosted a panel with him one time. He's one of the most entertaining human beings. So entertaining.

Ever. Like, this was not on camera. We're just hanging out. And he is crazy entertaining. Yeah. So when you point a camera at him, it doesn't matter. He's funny. He's thoughtful. He's going to be funny. Yeah. It's just everything. He's going to be interesting. It's just everything. So that is one thing that's an argument for his longevity is that this is a guy I don't believe...

Kevin Hart is going anywhere from an entertainment business perspective, right? For the next decade to three decades. Let me tell you what kills this channel. a major, major deal with the prediction market that skews what he has to make, the quantity of what he needs to make. I say prediction market, but it could actually be any type of major advertiser.

He is sponsored by or he is like ambassador for DraftKings. And I say that only because I think this is a new endeavor for them. And if you don't protect the integrity of the format and the entertainment. Because you defer to the money that comes in. Well, that's one of the issues. The opportunities are going to come instantly. Yes. And by the way, we should also acknowledge, Kevin Hart's not new to formats on YouTube.

No. Cold as balls was his interview show in a cold plunge. Does it still exist? I don't think so. Yeah, so I actually think he deserves to make it here. So Holland to me, though, Holland to me is a YouTuber. Yeah, that's how I feel again. And also the thing that gives me a little bit more is we know the team behind this and I they've been in the game for a long time.

Holland also is more of a YouTuber than some YouTubers. I agree with that. I think that's a good point. He's so tapped in. Because there's a lot of YouTubers right now who very clearly do not consume the platform and they make content that feels like a product. You are watching for the content. You're not watching for them. You're watching because you want to see a $1 steak versus whatever.

You're not watching because you want to watch the YouTuber behind it. You're clicking on it because he's a pro footballer. You're saying because it's Holland. Yeah, I'm team Holland on this. That was delivered well. That was beautiful. Yeah, that was great. Thank you. All right, so final vote. Wait, wait, wait. What are we all thinking? I don't know.

It's not by committee. You just got to vote. Okay, okay. You just got to vote. Hands up for Erling Holland. Okay, all right. Erling on to the next one. I don't even have to. I think it's just because at a base. Kevin, just so you know.

Kevin, all I'm saying is you get me, Samir, Jesse. What's the point of doing a bracket if you have to qualify everything to the camera and say, like, by the way, come on the show, we love you. And we do. And we do. Wow, so this is going to go. This is really good.

Bollywood director against drag queen Trixie Mattara. Farrah Khan. What? Locked in. No, wait, why? She's making a consistent format, a show that is repeatable, that people are becoming a fan of, that millions of people are watching. She has like her own chicken shop. Trixie does do that, but I think to the point you said earlier that her actual channel is the weakest point of her ecosystem.

I shouldn't have said it at all. No, but I do think you're right. No, it's true though. It is true. Her format that she does with Netflix is fantastic. Her podcast is fantastic. I think Trixie Mattel is clearly very good. She's probably the best creator on this list. Very good at show business. I would agree with that. But I think when I look at YouTube, Farrah Khan is making a show on YouTube that does feel, like you said, like Chicken Shop Date or Quinlan Blackwell's show, Feeding Starving Celebrities.

She's making a show. And I think also we really have to

look at the next 10 years of YouTube and the way that Bollywood and the Indian population is going to engage with you. No. And you're right. But can I just say something, Trixie? If you are watching this, you are welcome on my show. we'll make one for you bring katya bring britney bring the whole crew and we are gonna have a great time fuck the noise i love that by the way yeah i also think for our con show is also it's not like a basic show it's actually pretty cool yeah it's a cool show it's a good concept and it's not easy to make but she's making it on a consistent basis which i think is it's like high lift and she's doing it for me no it's good it's a good show all

right let's vote All right, just vote, just vote. Those for Farah Khan, raise your hands.

Trixie, I voted for you. Farah Khan moves on. Wow, this is not at all the matchup I thought at the end of this. I didn't know Farah Khan was to go this morning. This is not at all the matchup I thought. Wait, I should have voted for Trixie just because I love her. I kind of thought this was going to be like Erling Haaland, Kylie Jenner, if I'm being honest.

I thought it was going to be Kylie, Trixie. Can we just talk about one that we feel pain that is left behind right now. Well, you don't have to ask me. Izzy, man. Izzy. I think there's pain there. I feel bad about that. Because you just stripped away all numbers. It's like a YouTube channel, multiple formats, multiple like how to leverage your personality.

I also think it's kind of crazy we booted Lando so early. We also low key had like... Because when I think about like celebrity YouTubers, athlete YouTubers, I probably would say Lando within the first two to three names. I agree. That's the conversation about expanding it beyond their like role in the creator sphere with Quadrant, Trixie, with all of our other stuff.

How is Lando not going to make it past that round? I think also, dare I say, I actually think LeBron is off to a really good start. And he's entering the next chapter of his career. I think LeBron just got a tough seed. I think he got a tough seed. Because LeBron, I think, has a lot. I think in terms of omissions from the list, Demetrius Johnson is crazy.

He's the biggest UFC YouTuber by far. You guys are saying that there's literally seven people that play soccer on this list. It's like mostly athletes. If we can put M. Night Shyamalan on here, we can put on Demetrius Johnson, man. I think everyone's been a little too harsh about M. Night Shyamalan. No, M. Night Shyamalan got so hyped up, this and that, M.

Night Shyamalan, M. Night Shyamalan, this and that, and then it's like, my commencement speech. No, literally. Which for one, it's probably on YouTube. That's what I said.

Cooper is the butcher. Before we do the final vote, can we just talk about what we've learned today when it comes to celebrities joining YouTube? Because there may be some celebrities listening. There may be some team members listening. There may be some people who also just, in the world of Hollywood, this is going to be a trend we see ramp up exponentially over the next couple of years.

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We're going to see way more Hollywood celebrities join YouTube to control their own distribution, to make their own formats. So what did we learn? What's the advice? Start playing professional soccer. One thing I would say is I think audiences today have a really good detection system in place of whether someone wants to make what they're making or feels like they have to make what they're making.

And that is something that we find a lot with celebrity YouTube channels is at a glance you go, I have a sense that this person feels like they have to make this, not that they want to make it. So I think if you're a team member or you're someone sitting with a celebrity and you're going to pitch them this idea of starting a YouTube channel, the first conversation has to be, what would you want to make truly?

Whether it became very successful, people watch it or not. What do you want to put time and energy into? Ask it on a 52-week cadence. Something we always asked when we worked with athletes in the past. Can you do this for 52 weeks? Week in and week out. Can you do this? I think to put it to maybe a little bit more YouTube-y, going a little bit down the rabbit hole, we have this concept called single-sentence mission statement for your channel.

Mm-hmm. For the Colin Samir show, we educate people in the creator economy and creators. Very simple. You instantly get it. If your channel cannot be understood in a single sentence, you do not have a clear enough vision for what you want it to be. I think I completely agree with that and I also think we are in an era of authenticity right now and the ones that are going to do the best are when the creator is speaking directly to their audience being themselves.

I think that's why Erling has ended up where he is because he is truly being himself at every step of the way. And I feel like you could even say that for Farrah because this feels authentic to her. I would say the only addition to what you're saying, I agree with what you're saying, but the only addition is or put yourself into a format where you can be yourself.

That's almost looking at it like a TV show. That's heavily, heavily. This is actually great. We have TV show versus YouTuber. This is like the best. And both work on the platform. Yeah, because I would say advice I used to give and a decade ago when we were on YouTube was don't make TV for the internet. I don't know if that's true anymore.

I think you can make TV for YouTube, but it has to be really good. It has to be really good. It has to be a really good concept. And it has to be packaged like YouTube. And we have a great concept here right now. That's right. Here we go, guys. Oh, I actually have five new subscribers on the line. Wait, who knows? Who knows who they're voting for? I know.

I know. You know? I think I know. I don't know. All right. Should we go around the horn one vote at a time? No. Yes. Final vote. I will start Erling Haaland. I'm also voting for Erling Haaland. I'm voting for Erling Haaland. Oh, man. Erling Haaland. Farrakhan.

You are so Switzerland. I'm not Switzerland. I'm India. And lastly, Farrakhan, if you want to come on the show after this.

Wow. Congrats to Erling Haaland. Congrats to the team. Everyone pull your phone out. Press subscribe. Smash that subscribe button. Hit that bell. All right. To everybody listening, watching, if you guys enjoyed this format, tell us who we missed. Who did we not put in this bracket? And also, are there other categories that we should rank? Let us know about that.

See you guys next week. Nobody else want to say bye? Bye. I didn't know we were allowed to talk. Allowed to talk is crazy. You've been talking for an hour and a half. The millennials. You should see what it's like when the camera's cut. All right. See you guys.

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