YouTube Beats Hollywood | Brendan Butler | Full Battery Media

I sat down with Brendan Butler, Chief of Staff at Dragonfruit Media, to break down why YouTube is becoming the most powerful media platform on the planet and why most creators and brands are still getting it completely wrong.

Brendan brings a rare mix of backgrounds, from investment banking and McKinsey consulting to Hollywood and the creator economy, and the way he thinks about building audiences is genuinely different. We get into why long-form content builds the kind of trust that short-form never will, how traditional media companies keep misreading the YouTube landscape, and what it actually takes to grow a channel consistently beyond just one lucky viral moment. 

What's your biggest challenge when it comes to staying consistent on YouTube?

Transcript

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AI stuff is crazy right now. It's only gonna get crazier. Um, but at the end of the day, like good judgment is gonna be having tastes, um, which is something that AI does not have. And maybe 50 years from now, we'll uh I don't see that. I feel like that's gonna be the last thing that gets solved. Um thoughtfulness, deep work, like really thinking hard about things, um, and and AI is is not really going to do that at this point from a from a creative lens. Um what what it is doing though, it is it's raising the bar because at like a baseline, AI can create, like, let's just say for scripts, like AI can create a script that is halfway decent, right? So if you're a halfway decent script writer, then you're cooked. Uh because AI is going to do what you do uh just just as well, and it'll do it for free. Um, but that's gonna make you have to be better, right? It's gonna make you have to level up your skills and be more thoughtful, think deeper, develop a better sense of taste. Um, obviously easier said than done. But because of AI making that baseline like higher, it's going to push people to to greater heights and to greater creative achievements. Um, and it's gonna be really tough for a lot of people. Um, it's gonna be hard, but I think at the end of the day, like it's inevitable. And the silver lining is that I think we actually will get better content out of that, and not better content by saying like AI is gonna create better content, but AI is gonna be the the forcing factor to make creatives make better content, if that's all right. Welcome everybody back to the Full Battery Media Podcast. I am your host, Sean Trace, and I am excited to have an awesome guest with me today. Can you tell people who you are and a little bit about what you do? Yeah, of course. Thanks, Sean. Uh my name is Brendan. I am the chief of staff at Dragon Fruit Media. We are a creative agency uh with a full focus on YouTube, long-form content, specifically education, value-driven content rather than just run-of-the-mill uh peer play entertainment. Uh, but our content is still engaging. It's awesome. How did you get started down this path of content and what pulled you in this direction? Yeah, I mean, it's it's been a it's been a long journey here. Uh originally started my career um working for an investment bank out in Chicago. Um, then went back to school, got my MBA at USC um specifically to pivot into entertainment. Worked for a couple different media companies during my time there, and then ultimately ended up at uh McKinsey doing management consulting. Um so kind of pulled away from uh more of the more of the direct entertainment work, um, but really, really was looking to pivot out of there and not only work for an entertainment company, um, but also a startup and specifically within the creator economy. And randomly Dragon Fruit popped up on my LinkedIn feed and I I looked through company website and got the download on the clients they've been working with and their mission, yada yada yada, ultimately went over to Adrian's profile, our CEO, and cold DM'd him. And long story short, end up here as the cheapest staff. You've worked in consulting Hollywood startups and now YouTube media. Why do you think YouTube is becoming such a powerful business compared to traditional media? Yeah, uh, I mean, there's there's many reasons. I mean, one, just the platform itself is the number two search engine in the world. I mean, which is just like something we repeat all the time, but it's true. Um, the first being Google, which they're all owned by Alphabet, which is maybe a little sketchy, but that's all right for now. Um, I I think with the platform itself, like it's just the the ability to connect with a niche audience is huge. Like you're really targeting exactly who you want to be viewing your content. Um, and there's such a more meaningful connection, it's it's way more intimate, right? And even just like with the functionality of the platform, as far as like commenting, like creators can discuss and and and talk to people that are interacting with their videos in the comment section, which is amazing. Um, another reason is like there's way less restrictions. Uh, I mean, from just like the most basic level, anybody can upload to YouTube. And with an iPhone, like you can shoot anything so quickly and have have the content reach millions of people. Uh, I mean, I I see the content really leveling up too outside of that. So it's not just um user uploaded, but we could get into that later, but like the the level of content on YouTube um is just getting stronger and stronger, and it's such a it's not even just like a replacement for film and television. I feel like film and television will always have its spot there, but you can get great storytelling and high production value on on YouTube as well, and it's free and it's way more um niche, I guess, which is just a better experience for for an audience, right? It's interesting too, um, because you know, like you said, like it's such a powerful search engine, and you can find everything that you might need. Like when I need a new camera, like and I want to compare stuff, then it's I go to YouTube, you know, and I know a lot of people are like, well, we can see stuff on TikTok. I TikTok videos are too fast for me. I want the in-depth, I want a 25-minute YouTube video where I see a filmmaker that's way above me that's putting this camera through its paces and comparing it to another one and say, let's see how it handles this destruction. I'm like, oh wow, I never wanted to do that to a camera. Yeah, I'm glad he did. And the TikToks just be like an ad read. Right? It is, and I and I think that that depth is something that I just really appreciate with YouTube, the ability to really go deeper into that stuff, you know? 100%. And I mean, that's just why long form is is the place to be. And like if you're trying to build a true organic audience on YouTube, you're not gonna do with YouTube Shorts. And then outside of that, you're not gonna do it with Instagram, Reels, and and TikTok. Um, the people that are staying and watching 10 to 20 minute long videos, like that, that's your real audience. That's who you're really connecting with, and they're trying to find real value out of your videos, like something deeper, something more meaningful to their lives than just a quick dopamine spike. 100%, like just the dopamine, right? My daughter, um, she is, I mean, she's 10, and it's one of the things that I try to do is to be aware of what she's consuming. And she of late, I'm really proud of her because she was doing shorts when she was a little bit younger, and we we we are not letting her near like devices that much, but she would run up to grandma and grandpa's room and just be swiping through stuff. But lately, I sat down with her and we were like um looking at different things that were interesting to her, and she started watching these crafting videos, you know, like a 40-minute crafting video that they are these tutorials where she's like, Here, I'm gonna teach you how to make this thing. It's been a little dangerous too, because she went upstairs and she was like, Hey, dad, can I take these jeans downstairs? And I was like, What are you doing with those jeans? First of all, I know you're watching like these two art craft tutorials, and she's like, I won't do anything destructive. And I was like, Okay, those are totally getting destroyed. Then I went downstairs and she made keep her away from the hot glue, dude. Right? No, she's got one and her mom taught her how to use it, thank God. But uh, she had cut the jeans out and put them inside of a frame and turned it into this thing that was like a little pencil holder that is framed hanging on her wall that was the back pocket of the jeans. You can't get that from a minute 30 video, you know, and it was like this this long tutorial that was something that it was like it was the ability to go deeper, and that was just so interesting to me. And like how, you know, think about it years ago. I had my car's starter went out on me years ago, and I didn't know how to do it. And my friend's like, here's a YouTube video, and I watched it and I was like, geez, I still don't think I should be doing this. My friend's like, I'm right here, I'm a mechanic, go for it, use the video. And then he went and had some beers and stuff. Yeah, I was just like, but I did it. I swapped out the starter on my car, and I knew nothing about it. And then my friend had all the tools, luckily, but I was just like, Wow, the fact that I was able to pull that off was amazing, you know? Yeah, I mean, I I'm uh I'm a filmmaker myself. Um, and I've I've done a couple short films, directed a couple music videos, things like that. Never went to film school. I learned everything on YouTube. Yep. During COVID, I just like would sat down, would sit down and and watch a ton of videos, probably when I should have been working. Um and just developed, I mean, not like a super deep knowledge, because like really filmmaking, like it's it's uh you gotta actually do it to really learn, but um, it got me enough where I actually knew what to do to go out and start and try and and to actually like achieve something um which I never would have been able to do without YouTube. I mean, super, super true. I I wanted to ask you this though, too. But like if someone asked you, what does a chief of staff actually do? And what's your role? What what do you do in the day-to-day business of your of your your your work, man? Yeah, I mean, I'll give you the classic consulting answer. It depends. Uh it's such like a wide ranging role. I mean, as far as what a chief of staff is outside of just what I do, um, it's anything from an EA, just an executive assistant, to, well, I don't want to say just an execute assistant because they're very important and vital to all companies. Um, but it's anything from an executive assistant level all the way to like the chief operating officer or chief strategy officer. Um so a really, really wide spectrum of what a cheapest tap actually is. That's why you see, you see so many job postings for cheapest staff, and it's really hard to pin down like what kind of person they're actually going for. Um for me personally, I am like the right hand to the CEO, um, helping him with anything strategy-wise, anything um even more minutely down to scheduling if he needs it. Um but then I'm also basically the head of operations at the company here. Um when I started, we only have like 40 so employees. Um, and now we're at over 100, which is crazy. Um, but like I'm still the head of finance, the head of HR, the head of IT and legal and all at all these things that um like I mean, some of them I do have background in, but not, but not all of them. It's really like learning, learning as you go. Um, and then like the third thing would really just be um like a plug-and-play guy. So in October, we lost our um head of production. They went on to to a new opportunity. Um, so I popped in there and acted as interim head of production for about like four months um until we were able to find somebody to to replace that role. Um and like right now, I have been running our entire recruitment department um until I recently found somebody to replace me to be our like lead creative recruiter. So I mean it's it's a whole gamut of things. Um, if I had to put it in a nutshell, it's being the right hand to the CEO, it's leading operations and and company-wide initiatives, and then being a plug-and-play guy whenever um it's needed for different roles. Well, you talk a lot about systems and execution. Why why do so many creative people struggle with organization and consistency? Yeah, I mean it's it's different ways of thinking, it's different strengths, and most people don't possess both, and I think that's totally fine. Um like if you look, if you look in film, like the best directors have fantastic producers behind them. They're not they're not forced to be the these organizational masters because that's not like where their strengths lie. It it lies in creative thinking outside the box thinking. Like artists, you want to give them the space to create. You don't want to put them on some real fine night schedule and you don't want to box them in. Um but like in in business, um, whether that's Hollywood or whether that's YouTube, you do need to have at least some parameters and some structure to it. Um, or you're not never gonna deliver, right? And for us, it's really about like setting up the best systems around our creatives to allow them to do their best creative work, right? To do the best of their abilities rather than forcing them to become expert um organizers, time management folks. Um, so pairing them with strong producers, pairing them with strong systems that the company built out, um, rather than trying to embed some skill set into them that isn't really what they're empowered to do. And like for us as a startup, like we we start with just Agent or CEO, who was doing everything, right? And he's really great at everything, but he's not like the best at every little individual thing. As we grow, we want to pare down people into their main strengths and their main skill set, right? So back in September, our creative directors were doing everything from writing to like end-of-month like analytics reports. Um, but then now we've hired script writers, we've hired data analysts to do those end of month reports. So our creative directors can solely focus on like concept ideation, like true, deep creative work. Um, and we built systems around them so that they don't even need to think about like, oh, what should I be working on right now? Right. That's already in, we use clickup, that's already in their tasks. They just need to look at their tasks and say, okay, I have this that I need to do. I have a day to do it, which is like the the very wide box that'll put around someone, um, just for example. And now it's just create, right? And don't worry about anything else. That's awesome, man. Well, it's interesting too, because um, you know, you're talking about the evolution of a system, you're the evolution of a company, the evolution of a channel, you know, of different channels. But like, what separates YouTube channels that grow, companies that grow from ones that stay stuck, even when everything seems good? Yeah. Um, I mean, specifically on YouTube, it's really about like seeing the product all the way through at every single stage. Um, you'll see so many YouTube strategists out there now that are giving advice on like what you should do. Here's here's this, here's that. Um but if you're not seeing it through the entire process, then it's not gonna work. So like for us, we do not just um YouTube strategy, but we actually create concepts, we write scripts, we do post-production that is specifically trained to um to hit like retention metrics, right? We do post-publication work, analytics work, we do the packaging as well. So we're doing that entire the entire sequence of things and we're optimizing at every single stage. And if you're not optimizing at every single stage, then your video is more apt to fly, right? Um, so a lot of people, what they get wrong is they have like this great strategy, but they're not seeing it through at every single step of the way. That's interesting too, because like you might have a vision of something that you want to do, but there's there's a whole difference between having that vision and actually making it come to fruition, you know? Like, I uh I was thinking the other day about someone that I saw painting a picture, right? Well, uh when I was a kid, there was that guy, uh, what was his name? Bob something, and he painted the happy trees, and it was this guy that he came on Bob Ross, right? And so Bob Ross's videos are so awesome, and like you'd watch, but paint the happy trees. And I remember one week my mom's like, we're gonna paint the happy trees with Bob. So she bought us a bunch of paint, she put everything out, she set them up, so she followed the process. She laid out the paint, she put it out. Uh, we did we followed the video, but between step one to step whatever, our trees were not happy. Like something went really wrong in there. And you know what cracked me up is we tried to go back and we we were laughing about it because we went back, we're like, all right, we got to here, and this is where we really messed up right here. But you have to be optimizing at every step if you really want to hit the targets. If you want to get there, you can't be dropping the ball at any point of the way. Like, you know, we're way beyond that. And I want to ask you this because you said the future belongs to creator-led media companies. Why do you think audiences trust creators more than traditional brands now? Yeah, I I don't think it's necessarily as black and white as like creators for some movies like a pure play. Like that, that's that's their main role. Like it's more of um like to be in an influencer per se. Like you can be the CEO of company, you can be um, I know Tim Tim uh Tim Cook's not an Apple anymore, but Tim Cook, for example, like can be that face and he can have a channel on YouTube, right? He doesn't need he doesn't need to hire an influencer to do that per se. Um I think more and more people are actually seeing through that like traditional influencer lens. Um more in short form content. Like if you if you you get ads all the time that are masquerading as organic content. Um and at first it was great, you know. It feels like your friend is just like sharing a product that they love, but audiences and and users are getting smarter and smarter and and they see through that. Um and I think for brands and for media-led companies in general, like the the real unlock is to gain like true following, yeah, right. Like a real organic audience that brings not only awareness of whatever you're doing, um, whether selling a product, a course, or just like sharing your ideas. It doesn't need to be for something purely capitalistic. Um and building trust and building trust as well. Um, and it doesn't really work if you're just purely peddling a product, right? So, like for us, like the people that we work with, they are sharing expertise on somebody they're extremely knowledgeable, knowledgeable about, or somebody they're extremely passionate about. And often it ties back to the brand, but like that can't be the main driver of the product of the of the video. Um, so like I mean, I think about a company like Patagonia, you know, they can easily do a lot of content on climate and climate change and um mountaineering and things like that, because that the company like as as a whole like loves that. Um and that's like a real organic content, content that people can watch. And it's not like they're just saying, oh, buy it, buy stuff in Patagonia. Um, they're putting out things that are actually giving value to the end user and that they're getting it for free. Um, and if that helps to build the brand, that helps to sell the product, then that's great. But that just can't be the main driver, or the audience will see through it, and they're not going to um they're they're not going to actually continue to watch the videos over and over again. They're not even going to fall in love with the product, they're not going to trust the the person that is in the face of the video. Um, so I mean, just tie it back, like as far as uh creator-led media companies. I I think it's more just like um having brand awareness to like organic audience, right? Um, and that can be creator-led. Like you can have um McDonald's can hire somebody to be the face of McDonald's that is a creator, um, or it could be the CEO having their own channel, right? And and they just had a big um mishap like a couple months ago with the CEO like barely biting the burger and seems super dishonest about the product and things like that. But like imagine if that CEO had his McDonald's style YouTube channel and all he does is go from restaurant to restaurant and like rates burgers, and he's like the burger guy, and like he knows everything about burgers and is like actually passionate about the food that he is selling. Um, that's way more trustworthy and brings way more awareness than the guy that's holding the burger like this, like a video that is just like a yeah, exactly, than just like a paid influencer ad about hamburgers. Right. No, man, I I'm I'm I I think that that's so true because I think that like um if Someone's using something, like, and they're actually using it. Like, I remember my friend Chip. Chip was a motorcycle stunt guy, and he would drive his motorcycle all over the place and do the craziest stunts. And he had two of the most amazing cars I've ever seen. Now, when Tripp gave me advice about cars, man, I listened. You know, and I think that we're in that place where if you find someone who's got trust, and then you trust, it goes further. But I want to ask you this because a lot of people think going viral is all about luck. How much of YouTube's success is actual strategy and psychology? Yeah, I mean, I think like viral can be a lot of luck for like one-off things. Like you can you can post a video and go viral. It's like a one-off video, but like it's really about like where the strategy and psychology comes is like how do you go viral consistently, right? How do you really build up your channel to build a real brand or a real career out of YouTube or like really build true influence? Um, and for that, you need to be structured, you need to be consistent, and you need to be like constantly evolving. Uh, because like the algorithm, it like it's not gonna pick up clickbait. Like if you have a video that has great packaging, and then people open the video and your hook is terrible, your intro is terrible. Um it nobody's nobody's gonna stay through with the video and they're gonna click off, and then that retention is terrible. So then that video is gonna get buried by the algorithm. Um, so you need to have, like I mentioned before, like every step of the process optimized. Um, and then you need to like actually post on a on a on a true cadence, like and and be consistent about it. It doesn't need to be every single day. Um, but you need to have some sort of consistency to actually build that audience. Um and like at the end of the day, like I don't think virality from a video perspective is that important. Um, it's more about the audience that you're building, right? Like, I'd rather have a hundred thousand subscribers of real followers um and videos that never go past like 200k views than to have a couple million plus view videos and and only have 10,000 subscribers just because those random videos like went off. Um so like I we're all in the business of of building like organic audiences, and if a video goes viral, that's fantastic, but that's not really the most important metric that that we're tracking, right? What is the most important metric in your mind then? Or is it a group of metrics? Yeah, I mean it it's a I mean it it's really case by case of what people are looking for. I mean, like let's say you are a guy who just like is obsessed with finance, but you have like a financial advisory company, um, and like you want to teach people about finance, but then you also have a secondary goal of bringing people into your um into your sales phone. So like you could have a video that only has you could have multiple videos that only have 10,000 views, which is somebody who's like trying to make a career on YouTube, it's maybe not that exciting. But if of those 10,000 views you get 100 qualified leads, and then of those 100 qualified leads, you get 10 sales, like that metric is way more important than views or even like AVD retention or subscriber growth or anything like that. If you are trying to influence people and trying to grow like it's just like a mass following, then like subscriber growth is something you want to look for. But like that needs to be paired with retention metrics because at the end of the day, like the subscriber growth is can just be a banding metric, right? It needs to be paired with you have these subscribers and they're also watching your video all the way through, right? Because like who cares if you have a million subscribers if they watch one minute of your video and then they click off into the next thing? Um, so let's say like it's it's multiple metrics that you could be looking at and it's different depending on what your actual goals are. I love that. You gotta know what you're actually trying to accomplish, you know. Like when I have people come to me and they're like, I want to make videos, and like for what? What do you want to do? Like, are you trying to make videos to you know sell a course? Are you trying to make videos to feed people into your sales funnel for your company? Are you trying to make videos to educate people? You know, and is the education just for fun? Is it just for what do you you want to do, you know? And I and when they I start having them answer questions, like, oh, I really want to network. I was like, well, then you might want to look at this way to go about it, you know. Oh, I really want to sell this. I want to sell the like uh I have one person who wanted to sell um what do you call it? Whole wheat type of uh sourdough. And I was like, all right, cool. So we're making sourdough now. Like, what type of videos do you want to make if that's that's your thing? And it was it was really great because they started figuring out their why. And I think that was really important to figure out the why, you know. Uh yeah, the why is it's so crazy. It's I mean, if you don't have that, then you shouldn't even start until you until you have that, right? Like you don't know why you're doing something. Uh, you know, you're just gonna be spinning your wheels or spending a lot of money. But I want to ask you this because you've worked around both traditional Hollywood and the creator economy. What do old school media companies still not understand about YouTube? Yeah, I mean, I I think it boils down to like just because it's video, like it's not the same. Like it's it's an entirely different medium. Um, I mean, that's all you see like Quibi a a few years back, or um, I think it was like 10 years back at this point, like completely failed because it's trying to just put Hollywood and film and TV style um content onto short form or shorter form, which uh it just didn't really work. Um, and then with YouTube specifically, like it just has its its own set of rules and audience expectations that need to be followed, or that or people are not gonna like what they see. I mean, um, if you were to go to AMC and see a movie, and then they were following like a typical YouTube cadence um and in in storytelling style, you would probably be unhappy with with what you watch, even if you love YouTube. Um, and it's the same thing in reverse. Um, so you can't just take that content that you're already creating, that style, and throw it onto YouTube and and and hope that it works. Um and then also like uh Tristan High would just been like a little bit slow coming into that fold and um just not enough focus. I mean, we we have a ton of people that work with us that came from Paramount, they came from like Nickelodeon and um places that that are obviously traditional media, and they worked in YouTube like departments within those companies, but the money behind those departments and the focus and the push and the personnel that they're they're putting onto those teams, like it's not as dedicated as as what you need to actually like perform. Um it's ancillary at best to to their mean bread and butter content, which is fine. I'd rather have them not come into YouTube because if they figure it out, then um it's just gonna make things way more competitive. Um but I mean at the end of the day, like even for them, YouTube is a competitor. Like Netflix has the great quote like we're not competing with XYZ companies, like we're competing for eyeballs. And at the end of the day, like you can choose to go see a film, you can choose to turn your TV on and watch something, you can choose to open up a laptop and watch YouTube. Um so like they can essentially be cannibalizing their their main bread and butter business by building up too much of a YouTube presence, um, which is like I I'm sure they want to have their their foot in both things or the hands in both things, um not really sure what that future is gonna look like for them. Um it's probably gonna be a slow embedding into the YouTube world, like it's definitely something that we can't stop. Um which is fine. I mean, like the best storytellers in the world like come from come from those companies and um we'll get great content out of it. But um as it stands right now, it's like you don't see if you look at the top ten YouTube channels, like none of them are traditional Hollywood studios or anything like that, right? It's super true, man. I uh I was curious because uh you mentioned that AI is changing work and that judgment matters more now. What does good judgment actually mean in the modern media world? Yeah, I mean, um the AI stuff is crazy right now, it's only gonna get crazier. Um, but at the end of the day, like good judgment is gonna be having taste, um, which is something that AI does not have. And maybe 50 years from now, well, uh, I don't see that. I feel like that's gonna be the last thing that gets solved. Um thoughtfulness, deep work, like really thinking hard about things, um, and and AI is is not really going to do that at this point from a from the creative lens. Um what what it is doing though is it's raising the bar because at like a baseline, AI can create, like let's just say for scripts, like AI can create a script that is halfway decent, right? So if you're a halfway decent script writer, then you're cooked. Uh, because AI is going to do what you do uh just just as well, and it'll do it for free. Um, but that's gonna make you have to be better, right? It's gonna make you have to level up your skills and be more thoughtful, think deeper, develop a better sense of taste. Um, obviously easier said than done. But because of AI, making that baseline like higher, it's going to push people to to greater heights and to greater creative achievements. Um, and it's gonna be really tough for a lot of people. Um, it's gonna be hard, but I think at the end of the day, like it's inevitable. And the silver lining is that I think we actually will get better content out of that. And not better content by saying like AI is gonna create better content, but AI is gonna be the the forcing factor to make creatives make better content, if that makes sense. I had a I've got a great example. Um at my gym, I go to exercise at this one gym, and they have a uh a face scan check-in, right? And the the person that works the front desk is always sleeping every day when I go to the gym. It's wild. Like they have a face scan check-in, and their one job is to just like look up and make sure no one's trying to like break things or rob the place, and that person's always asleep. And the other day when I went in, they weren't even there, and it just made me realize that person doesn't even realize their job is already being automated, and like they are hanging on by a thread. And if they really wanted to keep that job, it probably would be not about just sleeping through the shift and sleeping through whatever is going on, but instead being aware of maybe I need to step up right now and do a better job at the human human side, you know. Like if you're gonna be, you know, like how can you pull in your own learned experience into what you're creating? You know what I mean? And I think that there's something to be said for don't be mediocre, like be great at what you do, and then hopefully you'll still be able to find a way to kind of share that with the world, you know? And just like, I mean, for the gym example side of things, like it it allows you to focus on I mean, what I think is more meaningful work and skill set, which is the human side of things, right? Rather than the manual checking a person in, the AI is doing that, and you could actually be somebody to create and to have a little bit of rapport with people walking in and create the next level like white cloud experience. Like that is is way more meaningful work, and I think AI will push us to have only that as part of our job and and less of the the menial labels. Um I mean, they there's so many pitfalls in that logic, but um there I I feel like so many people don't see a silver lining in it, especially in the creative world, but I think there really is. If someone today uh is listening and wants to build a YouTube channel or media company, but they feel overwhelmed, what's the first thing they should do instead of just trying to do everything all at once? Yeah, I mean, I think you already said like the main answer to that, which is like finding finding the why, finding like the real reason behind like what you're what you're creating. Um and like for people that work with us, like they're already fairly established in their field. So they may or may not have a YouTube channel already, or that if they do, like it's already they're already re relatively established. So um I don't know if I have the best advice for creating something from scratch or like somebody trying to get into just like the career of YouTube, but like as far as a if you're a business or a founder or an expert of sorts, um like really thinking about like what is your unique angle and like what stories are you trying to tell? Right. So really thinking deeply about that and like having true passion or expertise in that area is like the only way that you're gonna see it through and and build that that fumbling. Um, because if it's really just like I want to sell my product, then it's it's gonna fall flat at some point. Um but like if you are somebody who is selling computers, you probably have a passion for computers, and there is an audience out there that wants to learn more about computers, right? So it's again, it's like it's not just peddling the goods, it's it's it's like having uh a true thing that you want to talk about and seeing it all the way through. Um if you're just a a uh a person just trying to start your own YouTube channel, like you have passions, you have things that you want to talk about. Like that is that's what you should be starting with, um, and really thinking about that and just going for it and just putting it out there. And I think for those people, like don't worry about optimizing optimizing everything and just go out and do it. But then for the businesses and the brands and and maybe somebody who already has a channel and they're stuck and they're trying to get to the next level, um, just hire an agency like Dragonfruit and they'll do it all for you. That's awesome, yeah. Well, where can people go to find out more about you and what you do? Yeah, I mean, I'm I'm big on LinkedIn, so just look up my name on LinkedIn. Um, Brandon Butler, Dragonfruit, you'll find it. Not on Instagram, I'm not on YouTube yet. I think I do want to start my own channel at some point, um, especially because like I've been in this world for a little bit now and um kind of want to want to do and not just not just preach. Um, but yeah, connect with me on LinkedIn, um, follow me there. That's like the only social media that I really that I really rock with right now. Um But yeah. That's uh and look up Dragon Fruit on like look him up on on uh on on Google or on YouTube.