00:09:25 · Sachin, Henry Innis, Adam
[00:09:25] S1: Yeah. And I think our numbers are going well. Like we only launched five weeks ago and like they've grown really well, but it's like, how do we get on the exponent? Because I think media is similar to almost, you know, anything in the venture capital landscape where it's power laws, and there's like those top one to 2% of creators that capture most of the economic value. And then there's gonna be like, I think a big tail in the future that make, you know, $100,150 k a nice living, but nothing to make like a big business out of. So, like, how do we get on those exponential kind of, like, kind of growth trajectories and what are the experiments we're run to get there? [00:09:57] S0: So, yeah, are you guys looking at merch at all? Like, because one of the things that I'd say, I I have a few friends who kind of do podcasts. Like one of the one of the people I know who like in podcasting is a group called Yes Theory. [00:10:08] S2: Yeah. Yeah. Yeah. Sachin's... [00:10:10] S1: Yeah. Love that. I love that. I usually wear the...
00:10:10 · Sachin, Henry Innis, Adam
[00:10:10] S1: Yeah. Love that. I love that. I usually wear the... [00:10:12] S0: Because I like... So my stepmother, she's the godmother to Thomas of Mysterio. Yeah. So funnily enough. So anyway, was at the wedding of my godmother, sorry, my stepmother and my father about three or four years ago. It was really 2019, I think. And I asked them how they make money because I was like, you know, I was genuinely curious. And and they said like, heaps of the revenue came from merch. And then I look at like podcasts like Hello Sport and stuff like that, which is another really, like, good podcast. Always doing workshops. Right? Like, seems like that's a cash cow. Are you guys thinking about that? There's a [00:10:53] S2: lot of people that ask for it. It just doesn't feel like that's the critically important thing right now. Yes. Like revenue is absolutely important, but like growing revenue while we can grow our channels and our view count increasingly. That's... Yeah.
00:10:53 · Adam, Sachin, Henry Innis
[00:10:53] S2: lot of people that ask for it. It just doesn't feel like that's the critically important thing right now. Yes. Like revenue is absolutely important, but like growing revenue while we can grow our channels and our view count increasingly. That's... Yeah. [00:11:06] S1: I also think that, like, that makes sense when you're a sports podcast or like a Yes Theory when you have maybe not the most monetizable audience in the world, but like all... Most of our audience will, you know, earn above a 100 k, work at a tech company, be movers and shakers in like the Australian industry and internationally. So we feel like there's better ways to monetize. And we also feel like it's probably too early right now for something like that. We have this kindling hat, which everyone seems to love. We might just give a budget, those away for free because that that hat's nice. But it's a it's a good point. Something we should think about more. And then the margins on merch are actually funnily enough quite high. [00:11:39] S0: Yeah. I feel they're not slight. And how do you guys think about, you know, you talk a lot about growing audience growing the situation on with the business. Right? How do you reach new audiences? Like, because that must be you mentioned the algorithm of YouTube and things like that and changing their thumbnails out. Like, what do you optimize towards to get there? How do expand the reach? [00:11:57] S2: I think like if we were to go, what is most important one is using algorithmic channels. [00:12:02] S0: Sorry. Sorry. Yeah. I was trying to get I was trying
00:12:02 · Henry Innis, Adam, Sachin
[00:12:02] S0: Sorry. Sorry. Yeah. I was trying to get I was trying [00:12:04] S2: to get it around. Yeah. So one is focusing on algorithmic channels. Yeah. For a long time, we focused on audio platforms, which are like, when you go on Spotify, you're not looking at all the recommendations. You'll get like what's coming in your feed. So it's a lot... See, I listen to [00:12:18] S0: the same 20 fucking songs all the time, but I like... Yeah. Yeah. Totally get it. [00:12:23] S2: Yeah. And... But with YouTube, like, now it's like, you look at your recommendations. That's how you pick videos to watch. So we're going algorithmic number one, and then number two is focusing a lot on packaging. So like, how do you get someone to click on a video? And a lot of people that have more, let's say intellectual, like sort of sophisticated content, they wouldn't focus on that much because else it might be seen as a little bit low brow, but it's actually something you've got to do. And that is like by making snappy titles, thumbnails, all that sort of stuff. [00:12:50] S1: I think that's easier to do when you generally think that each piece of content you produce could change someone's life. Like, unless you're like, I think that that feels a little bit seedy when you're producing stuff that like is clickbait y content in general, but we won't be able to click on our content and then have an educational experience while they're watching
00:12:50 · Sachin, Henry Innis
[00:12:50] S1: I think that's easier to do when you generally think that each piece of content you produce could change someone's life. Like, unless you're like, I think that that feels a little bit seedy when you're producing stuff that like is clickbait y content in general, but we won't be able to click on our content and then have an educational experience while they're watching [00:13:05] S0: it and maybe get a new idea that Like people are mostly just watching stuff because it's entertaining. Right? Like, we can say it's an educational experience. I'm selling a fucking uni degree. Like There's this [00:13:15] S1: quote that that that I really like it's like anyone that, thinks that education can't like shouldn't be an entertainment and mutually exclusive doesn't know the first thing about either one which I think is what you're getting at right? Yeah. Is that every good bit of educational content you work is... You watch is still entertaining like MKBHD with his, you know, reviews that's still entertaining and aesthetic like you watch it for no reason. Yes, Theory. Like you, you know, they're going to all these cool places and stuff. It's entertaining, but you also learn about new cultures.
00:13:15 · Sachin, Henry Innis
[00:13:15] S1: quote that that that I really like it's like anyone that, thinks that education can't like shouldn't be an entertainment and mutually exclusive doesn't know the first thing about either one which I think is what you're getting at right? Yeah. Is that every good bit of educational content you work is... You watch is still entertaining like MKBHD with his, you know, reviews that's still entertaining and aesthetic like you watch it for no reason. Yes, Theory. Like you, you know, they're going to all these cool places and stuff. It's entertaining, but you also learn about new cultures. [00:13:42] S0: Yeah. A 100%. I mean, I think I I think the big challenge with growing audiences... And look, I'll preface this by saying this is a very uninformed opinion and and a very like novice opinion. But I always see the great challenge with growing audiences is like the algorithm seem to be they almost find pockets and then they exhaust and that they... Those pockets they find pockets and then exhaust and find pockets and then exhaust and it's almost you need to keep tripping the algorithm to find the next pocket it's kind of like I like I just I just think to myself I'm like yeah if I was in your position I mean call me a lazy founder, but I like to do stuff very repeatedly if I can. So standardization is a watchword in my business. So I wonder how you can standardize that at scale. I mean, do you guys think about, you know, trying to generate it through? I mean, everyone uses LLMs on what I want to say? LLMs for LLMs.