Anthony Padilla and Ian Hecox, founders of Smosh, discuss their experiences running the company for over 20 years, the value of working as a creative duo, building platforms and making deals, hydration and audience perception, creating documentaries and elevating content quality, the early days of pre-YouTube video creators, the perception of content and forgiveness of mediocrity, joyful absurdity and influences, the impact of commercialization on industries, scripting and producing sketch comedy, diversifying a platform or brand, resentment, loss, and reconnecting, the internal struggle of leaving Smosh, and creating a fun and enjoyable space for creators.
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Quick takeaways
Smosh learned the importance of focusing on their strengths and collaborating with talented individuals in their journey of running a creator-led media company.
The acquisition by Defy Media provided resources and opportunities, allowing Smosh to hone their creative skills and explore new ventures like movies and books while maintaining their core YouTube channel.
Smosh recognized the importance of finding a balance between the creative process and the business side of things, understanding the value of sustaining their core YouTube channel while venturing into new projects.
Scaling their creative voice required finding the right people who understood their style and could guide new projects, showcasing the growth and evolution of creators in the constantly changing landscape of the creator economy.
Smosh emphasized the importance of sustaining their brand's longevity by platforming new talent, acting as curators of talent and tastemakers to support growth while honoring their past.
Deep dives
The Evolution of Smosh: From Humble Beginnings to a Creator-Led Media Company
Smosh, one of the first YouTube channels, started by uploading comedy videos to their own website in 2002. After joining YouTube in 2005, they became the first channel to hit millions of subscribers. Over the years, they experienced successes and failures in their journey of running a creator-led media company. They learned the importance of focusing on their strengths and collaborating with talented individuals. The acquisition by Defy Media provided resources and opportunities, allowing them to hone their creative skills. They explored new ventures like movies and books, while also maintaining their core YouTube channel. Scaling their creative voice required finding the right people who understood their style and could guide new projects. Overall, Smosh's journey showcases the growth and evolution of creators in the constantly changing landscape of the creator economy.
Challenges and Balance: Dealing with Stress and Context Switching in the Creative Process
As Smosh grew and faced new opportunities and challenges, they had to learn how to balance their creative process with the business side of things. The pressure to perform while dealing with stress can be challenging, but they found ways to compartmentalize their tasks and maintain their creative integrity. They recognized the importance of sustaining their core YouTube channel while venturing into new projects. They also learned how limitations and constraints can sometimes spark creativity, helping them focus on what they do best and find new ways to connect with their audience. Ultimately, they learned the value of finding a balance between business considerations and creative expression.
Scaling the Creative Voice: Lessons in Growth and Experimentation
Throughout their journey, Smosh faced the challenge of scaling their creative voice while staying true to their roots. They had to navigate opportunities beyond their YouTube channel, such as making a movie and launching additional channels. The key was identifying the right people who understood their unique tone and could help bring their vision to life. They discovered the importance of maintaining coherence and continuity across different projects, while also experimenting with new ideas and taking calculated risks. By finding the right team and allowing them to contribute their expertise, Smosh was able to expand their creative endeavors and leave a lasting impact on the creator economy.
The Acquisition and Positive Impacts of Working at Defy Media
Being acquired by Defy Media presented both challenges and positive aspects for Smosh. The acquisition provided resources, support, and expertise that allowed them to focus on creating content and improve the production value of their videos. It also offered legitimacy, opening doors to collaborations with major brands and traditional media opportunities. While there were trade-offs and limitations, the experience helped them learn more about the commercial aspects of the business, including monetization, audience engagement, and navigating the traditional media landscape. Ultimately, Smosh discovered valuable lessons and experiences that shaped their growth as creators and contributed to the development of the creator economy.
The evolution of Smosh and the importance of staying true to their content
Smosh, known for their comedic sketches, discusses the importance of staying true to their content and maintaining a homegrown flavor. They express their commitment to creating content they are proud of and that reflects their own stamp of approval. While they have been presented with various opportunities to diversify and expand, they recognize the need to balance simplicity and expansion, finding what works best for their brand and audience. They also reflect on the challenges of burnout and the importance of trusting others creatively when diversifying their content.
The significance and challenges of platforming new talent
Smosh regards the process of platforming new talent as crucial for their brand's longevity. They draw inspiration from the example set by Lauren Michaels and SNL, viewing themselves as curators of talent and tastemakers. They highlight the value of finding individuals they trust both personally and creatively, allowing them to shine and potentially launch their own successful projects. Smosh believes that supporting the growth and success of new talent not only benefits the individuals themselves but also enhances the overall brand and inspires future generations of creators.
Reflecting on the nostalgia of Smosh and envisioning the future
Smosh acknowledges their status as a nostalgic brand and the impact they have had on the viewers who grew up with their content. They express a desire to honor their past while also appealing to new audiences by experimenting with fresh and trendy formats. The dynamic landscape of sketch comedy, including short-form vertical content and platforms like TikTok, presents opportunities and challenges. Smosh aims to strike a balance in order to continue scaling their brand and delivering broad appeal concepts that resonate with both longtime fans and new viewers.
Overcoming Resentment and Reconnecting
The podcast episode explores the journey of Anthony and Ian from Smosh as they reflect on their past and discuss their personal growth. They highlight the importance of therapy in understanding their insecurities and frustrations. The episode emphasizes the significance of letting go of resentment and rebuilding their friendship through open communication. With newfound self-awareness and improved communication, they were able to reconnect and realize that they still share a strong bond as friends.
Navigating the Challenges of the Creator Economy
The podcast episode delves into the challenges of evaluating one's self-worth and the influence of the creator economy. Anthony and Ian discuss the pressure of quantifiable metrics, such as viewership and monetization, that can impact one's sense of validation and worth. They share their personal experiences of dealing with external comparisons and the importance of finding a balance between focusing on the positive aspects while also advocating for oneself. Additionally, they touch upon the impact of ownership changes and emphasize the significance of building a supportive and creative environment at Smosh.
