There’s a YouTube Channel For Everyone
Every year that I’ve worked with Jeremiah Davis (@thatoneblondkid online) we’ve launched a merchandise line for his audience. We started with a logo on a hat in 2017, and we packed and shipped them ourselves.
Over the years, the concepts became more robust. We created themed lines, ran branded content shoots, strategically gifted items to his network. Last year was the biggest we ever did it: a storyline on “making your own luck”, creative copywriting, a brand collaboration.
The same question always rattled around in my head: Who buys this stuff? It’s not that his merch wasn’t cool. It was, and I put a lot of work into it to make sure that it was. It was that I could never see myself buying a $40 t-shirt from a digital creator.
Then I stumbled on a collection of baseball-themed YouTube channels. Foolish Baseball and Jomboy, to be specific. After a year of religiously following their channels, I saw a shirt that Foolish Baseball was selling. It had an 8-bit illustration of a below average player named Tim Locastro getting hit by a pitch. And I couldn’t get it fast enough.
It’s a wonderful thing to be inside a niche. I know that 99% of the people I see won’t know what my shirt means. But the 1% who do? That’s an instant friend.
So I guess there’s a YouTube channel out there for everyone.
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