Platform strategy: YouTube first, then partners

Welcome to a new episode of The Media Odyssey Podcast, where we explore the people and ideas reshaping the media landscape. Hosts Marion Ranchet and Evan Shapiro sit down with Dhar Mann, one of the most successful independent creators in the world, to unpack what it really means to build an owned-and-operated media empire in the age of platforms. With over 70 billion views across social media, Dhar has mastered the art of storytelling at scale—without relying on traditional Hollywood systems.

In a sharp, insightful conversation, Dhar shares the mechanics behind his studio’s meteoric rise, the values that drive his content, and why creators should think like CEOs. From data-driven production to brand-safe storytelling, this episode offers a rare look into what it takes to succeed at the intersection of commerce, creativity, and community.

Key Takeaways:

1. Dhar Mann Studios Operates Like a Scalable, Independent Media Company
Dhar built his studio from scratch with full vertical integration: in-house scripting, production, post, and distribution. Producing more than 100 episodes a year with over 100 full-time employees, he’s proving that creator-led companies can compete with—and outperform—traditional studios.

2. Storytelling is Engineered for Impact
The key to Dhar’s success is emotional storytelling. Every script is optimized through data, test reads, and feedback loops. His team analyzes performance daily, adjusts thumbnails, titles, and narrative arcs in real time—and shoots with Shorts and long-form in mind across YouTube, Facebook, TikTok, and beyond.

3. Brand Safety Doesn’t Mean Boring
Dhar Mann’s content is deeply family-friendly and advertiser-safe, which makes it attractive to brands. But it’s not sanitized—it tackles real issues like bullying, poverty, and prejudice through emotionally resonant narratives that audiences connect with.

4. Platform Diversification is Strategic
From Facebook and YouTube to Snapchat, TikTok, and even theatrical releases, Dhar doesn’t rely on one platform. His team adapts content formats to fit algorithmic behaviors—using Shorts for reach and long-form for retention and monetization.

5. Creators Should Think Like CEOs
 Dhar’s biggest advice to creators: treat your channel like a business. Build teams, invest in infrastructure, understand your audience, and create repeatable systems. Virality is nice—but building a long-term, sustainable operation is the real win.

Thank you Dhar Mann for joining the pod!

LinkedIn: https://www.linkedin.com/in/dharmann/

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:

Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/

Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:

Marion Ranchet - https://marionranchet.substack.com/

Evan Shapiro - https://eshap.substack.com/

• (00:00) - Introduction and Welcome
• (00:35) - Creators at Cannes Lion
• (01:21) - Dar Man D's Backstory
• (01:55) - The Hero's Journey in Storytelling
• (03:28) - From Struggles to Success
• (04:19) - Transition to Content Creation
• (04:56) - Accidental Filmmaking
• (11:21) - Scaling Up and Staying Scrappy
• (19:39) - Economic Model and Community Focus
• (22:02) - Balancing Mission and Economics
• (22:36) - Exploring Ad-Supported and SVOD Models
• (22:54) - YouTube's Dominance and Competitors' Strategies
• (25:36) - Ownership and Analytics in Content Creation
• (27:27) - The Power of Community and IP
• (28:18) - Partnership with Samsung and Production Speed
• (34:24) - Future Opportunities and Nonfiction Content
• (38:00) - Advice for Aspiring Creators
• (43:20) - Concluding Thoughts and Final Reflections