JMX’s pivot to an AI-driven platform perfectly illustrates the shift from creative labor to the cold efficiency of automated fan monetization. It is a shrewd evolution that trades individual authenticity for a scalable, high-valuation business model.
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JMX Talks Strip Fifa, Chip’s Weird Living Habits & His £100 Million Business… EP. 282Added:
It's funny.
>> I was supposed to fight Logan, right?
Went face to face to him in Miami. Uh, my iCloud got merged. All my old You got >> having sex with a YouTuber's sister prank. All of them videos are fake.
>> They're not fake.
>> How can the strip FIFAs be fake?
>> How can it be? No way.
>> Welcome back to another episode of the Fellas podcast.
We're going back all the way back.
>> Big throwback episode today.
>> Big TBT. You ever do that? Throwback Thursdays.
>> I kind of like >> really. What about woman crush Wednesdays?
>> Whoa.
>> Wait, what was that? Did you just hear a noise back there?
>> Oh, thank >> someone in the toilet.
>> Someone's taking a [ __ ] >> All right. WAIT, NOW REVEAL YOURSELF.
Come on out.
>> It's my JMX.
>> Oh, John.
>> JMX taking a [ __ ] Yeah, I'm lighter.
I'm ready.
>> You're lighter. You're ready.
>> So light.
>> I clear >> can't believe we're doing >> Maybe that was wife crush Wednesday, actually.
>> Oh, yeah. Did you ever do WCW?
>> You don't want to know what I did in there.
>> No. No. Woman Crush Wednesday on Twitter Wednesday.
>> Yes, you did. What about Man Crush Mondays? MCM.
>> MCM. Yeah. No, obviously, bro. I >> was the one.
>> That was the one.
>> That was the one.
>> Who was it? Who was your MC?
>> My woman. My man. Who? Well, either >> my woman would have been Megan Fox, Transformers, every boy. That's everybody's changing moment, isn't it?
>> What? Like their their crush. No, I never had that. Oh, >> you never had that.
>> Taylor Swift.
>> Taylor Swift could not be yours, bro. Do you not? I had Taylor Swift posters on my wall.
>> What?
>> Yes.
>> You are not a Swifty like that.
>> Crazy, bro.
>> Do you not remember that?
>> You guys live together?
>> Nah, but it was a bit earlier. I was younger. So like 14 15 was my Swifty face.
>> Jesus.
>> I didn't actually like the music early.
You were early. I did like the music.
The music bangs. But >> yeah, must be not my I don't remember.
>> What?
>> You just mumbled into the >> Don't remember Taylor Swift ever being like >> rocket. But like >> she was a bit of a rocket. But you got to respect the whole package.
>> Yeah. It's a it's a it's a >> intelligent. You know what you're doing?
You're just appealing to the Swifties there.
>> Like we know your game. We we've actually previously said we are the biggest Swifties on the >> No, I am a Swifty in terms of music.
Yes.
>> I had a cardboard cutout.
>> Maybe I'm gay.
>> Like it's in my videos.
>> You I I remember that one though.
>> Cardboard cutout.
>> I remember that.
>> Oh, I do remember that.
>> Thank you.
>> Do you know you know what else I remember it to this day? It's one of the funniest moments of my entire life.
Hamster.
>> Hamster.
>> Oh god.
>> Right. This I've told this story on the pod because >> tell the story first.
>> Yeah, you can. You can. your angle.
We'll do your angle.
>> Okay, there's complete divergence because I can't wait to hear it from your point of view. So, let me intro the story. Joel is about to tell the story of how he killed his hamster.
>> Okay, go ahead. Go ahead. Okay.
This beloved hamster, I think his name was Pumpkin. Something like you don't remember his name.
>> Shut the [ __ ] up.
And so a day came where Pumpkin started not moving so much. And like we were pretty concerned like it looked like pumpkin was on the ropes.
>> Yeah.
>> For a while. Okay. And I was trying to figure out what to do. Trying to, you know, help him. Maybe some herbs and [ __ ] I don't know. I was trying to bring him to life.
>> Saging crystal on.
>> He was still he was he was still very much alive and I didn't kill him. And so he was like on I don't know why he was on top of the cage. I think Annie Singab Alli came in one day.
>> Oh my god. He's dropped Ali.
>> He came in one day into my room. Bow.
You know how Alli bows into like >> fdding into the room. Okay, we get we get it. He He went into the room.
>> Yeah, we get it, bro. He was heavy. No, >> he came absolutely bundling in. Every inch of that boy was in my room and he comes over the cage. He like leans over, stares down at the hamster and the hamster just kamicazis. jumps off. No.
>> To his death. Suicide.
>> I do remember that >> that we're telling you that. But >> he killed the hamster.
>> No, he No, this is what happened, bro.
I'm going to jog your memory cuz you got it slightly wrong. You're right. Allie did bowl into the room. That's fine. But I was there as well. And at this point, the hamster was kind of Yeah, you were a little concerned about it. So, you put him on the bed.
>> Yeah. Okay. Maybe the bed.
>> Yeah. So, you put him on the bed. Now, the bed was about a meter high.
>> Yeah. Yeah. Yeah.
>> Right. And at this point, it kind of like it went under the duvet. It went in the duvet. And we were there like, "Well, where's he where's he gone?" And Joel, you've gone to lift up the duvet duvet to see him. And at this point, he bolts it off the end of the bed and he killed himself.
>> Oh, >> well, but we did at the time we didn't know that he killed himself because it wasn't a splat. It was a >> Yeah. He not me. His internal organs is probably all dusted up. But natural selection in a way like can't you see that there is a cliff?
>> Like that's like the Grand Canyon to him and he's gone [ __ ] hamster.
>> What did you put him through for him to think nah [ __ ] >> I think the thing it was just a very intelligent high level hamster and you >> caged up all day.
>> Yeah.
>> He was revoling against the system then.
>> I like that. Yeah.
>> And the thing is I buried him. I had a full burial. I know exactly where we buried. It was >> Is he buried in Stratford?
>> He's buried in [ __ ] Stratford.
>> That's a hill on a hill.
>> I'm bail in Stratford.
>> I'm buried in deep though. So >> yeah, good.
>> He's He's at peace.
>> Yeah. No necrophillecs. Don't get any funny ideas.
>> What? Digging up hamster >> bombs. Go. That is crazy.
>> That is nuts. Well, rest in peace to him cuz he was a good fellow when he left.
>> How long did he live for?
>> I mean, a couple years.
>> Does he have him for a couple years?
>> Bro, you had him for like 3 days. I swear you had him for like genuinely a week or so.
>> Yeah, >> I swear it was really short time.
>> It was a really short animal.
>> This was the replacement for the rabbit.
>> Oh, you had a rabbit. I didn't have a rabbit.
>> No, he wanted to get a rabbit.
>> Oh, yeah. I wanted to get rabbit >> a house bunny. And I was a rabbit >> and he come into my room every day like >> tell me that wouldn't be >> house bunny and I was like nah bro we won't look after him properly. Probably the Now we look back, it was the best idea that we didn't get the House Bunny cuz that would have probably killed itself, too.
>> Yeah. So, we need to give people a bit of context. So, you two live together in the famous I mean, I'm not [ __ ] with this name at all, but it's the name it got. It was the Sideman Tower. The reason why that name annoyed me because there wasn't actually that many Sidemen.
>> There was only two. Oh, three. But >> at its peak, there was three.
>> But there wasn't always three.
>> Oh, no. Cuz then Toby moved in kind of late. JJ had the penthouse very briefly >> but moved out.
>> Moved out.
>> I guess it still made sense.
>> You know what? There was four of them in there at one point.
>> He came in later as well. So >> like it made >> you came in later. Yeah.
>> Yeah. Yeah. You were already there. Then we came and then it was a mixture of >> But people what people don't realize is the way that the setup of that tower was incredible. First of all, no one locked any doors.
>> Yeah, we didn't. Yeah. Which is kind of [ __ ] nuts.
>> You could just roll in at any time.
People would be on holiday, right? they just leave it open. You'd be like, "Oh, I left this in [ __ ] flat. I'm just going to head down." You be in LA or wherever it was, and it didn't matter. Um, but the way it worked, so on our floor, we had me, Harry, and Lux. And then opposite that, we had Max plays FIFA, and we had Finch and Ally >> and Ally >> and Gibb. So, they lived in there. And then, um, three floors down or something like that.
>> Three floors down.
>> Two floors down. 29 and 27.
>> Yeah, that was it. It was something like that. Um, it was you guys and it was just you two in there.
>> Just us two.
>> Yeah.
>> Um, and then above me, just directly the flat above me was uh Bez.
>> Yeah.
>> And then all the way up in the uh the one >> penthouse.
>> Something like that was Toby.
>> Yeah.
>> Penthouse.
>> Yeah. Something like that. And then the top top one was JJ.
>> [ __ ] >> Isn't that That's a mad lineup, isn't it?
>> Wow.
>> Crazy days. That was actually just such a crazy. And you know what I always said to people? I said like that because well I didn't never went to uni. Most people that lived in that building never went uni >> and it was there like that was our uni halls.
>> We did uni.
>> You know what it is. Yeah we did uni.
When you first move in there >> it's it is mind-blowing, isn't it? Cuz you you've never had it before. You never lived in a place like that before and it's floor to ceiling windows. It wasn't super common and you go in first time at night time you just see like Olympic park with the red oh [ __ ] slide thing and it just you're so gassy >> because that was one of the big appeals of those flats was the floor to ceiling windows.
>> It really felt like it felt like some out of a movie like it was a bit >> like you know when like Batman's looking over a city like that's how I felt.
>> Oh yeah, you got a keys to the city.
>> Yeah.
>> Crushing FIFA video.
>> Yeah. It was a little bit crazy.
>> Yeah, that was actually would you say?
took that for granted, fellas.
>> No, I definitely didn't. I definitely did not take that place for granted.
>> We didn't grind a lot there, but because you did try. You did, but we had a great time.
>> Yeah, that would you say that your peak was in those towers in terms of like YouTube?
>> Uh, or is it before then?
>> No, it was during that. It was during >> during that that because that's where the big boys came in. the big boss.
>> That was like when I came up. I pretty much like as I hit my first peak >> then I moved in there for like four years. So like and then >> you we lived you lived there for 4 years. Was it four years?
>> Was it four years?
>> Three years. We were there for like three years.
>> We were there a long time. We were there a long time.
>> That was crazy, man. You just uh wake up at like 6:00 p.m.
>> Yeah. You know what? Now you look back on it. Well, we kind of we were jobless in a way. Unemployed.
>> No. Okay. That's not the word. It's just we had flexible working hours.
>> No, but No, but >> we utilized them.
>> But we were really unemployed. No, we were really unemployed.
>> I know the schedule or the early day schedule.
>> Yeah, we weren't.
>> Run us through the early schedule.
>> Early day schedule.
>> Go on. Go on. Go on.
>> Where? I don't know where to start. Do I start at night at the start? Well, wherever you want to start waking up, right?
>> It's not 6:00. It was more like 3.
>> Give me some respect.
>> I I reckon I would wake up at 1 or 2.
>> Yeah, >> you would wake up at 6. You know what's funny? You were the grinder. So one or two was good.
>> We were like, "Oh, what? He's up at one." Oh, yeah. Yeah.
Good. Re This wasn't through the whole fine. This was when like the heyday when we were going hard. And so there was a reason why we're waking up at 1 and 6.
>> Yeah.
>> Um and then you'd obviously wait for you to wake up, do some [ __ ] do some planning, go down to Tesco, get some microwave meals, like genuinely. And then you'd make a video at 6:00 p.m.
Yeah.
>> to 10 p.m.
>> packs or something come out.
>> Yeah. You'd probably start drinking halfway through the video.
>> Yeah. And then you would just go out >> and then you'd go out to Roxy >> and then >> and then you come back, >> stay up till 6:00 a.m.
>> 7 a.m. And then that was why we didn't wake up until 6:00 p.m. And and >> I think I remember us like really I remember us being really like hyped at one point because we'd been out for like 20 to 30 days in a row.
>> Oh my.
>> And we were like now we've got to continue the stream. always been a month.
>> Stupid.
>> It got hard trying to find out where the [ __ ] do we go on a Sunday.
>> Yeah. Like honestly just >> But there was always a place every place. You're in London. I bet there's people listening and watching this now that are like, "Oh my god, Rock." They went to Roxy.
>> Roxy Wednesdays. Roxy Wednesdays.
>> Still going.
>> Ministry Tuesdays.
>> Ministry Tuesdays was a bit we go on Monday.
>> How old would we be? We' have been like 20 21.
>> Yeah.
>> Well, not 17, mate. You're 18. So, >> how were you getting into place if you were 17?
>> I was 18.
>> I had a You know, >> you had a fake ID.
>> I was 19 for ages.
>> Do not remember this. I had a fake ID.
So, I was 19 and I was like 17.
>> Yeah.
>> And I just stayed 19 all the way.
>> Was it was it your mate's ID or was it like an actual fake ID?
>> I think I had a couple. I had like a proper like student ID that you ordered online.
>> Thing is, you look you were so tall. It was it was really carrying you.
>> It he didn't even he didn't even get IDed half the time, bro. He you were so massive.
>> Literally massive.
>> Um but yeah, there was so many back then. There was also another place, right? And this is a late night spot.
>> Um and I'm pretty sure somebody saw um >> who's the who's the guy that beefed Drake?
>> Uh not not Ken Drake. The other the other guy.
>> Uh I don't really know. No. Oh, anyways, he saw him in a place called VQ.
>> VQ.
>> So, this was the late night food spot in London. Yeah.
>> And what you do is after the club, club closes at 3:00, you would go there, >> you would go there for a for a scr and then you'd head home and go to bed for like six.
>> I remember you used to take me to and >> now we know it, but Polo Bar, do you remember? 24-hour little restaurant, but you used to be like, "Don't bring anyone."
>> Yeah. This is my secret.
>> You used to gatekeep the restaurant, >> bro. Yeah. Because I didn't want people rocking up and winding me up.
>> Yeah. Nice. Fair enough.
>> This is my safe space just to get a little meal >> after Roxy got ruined.
>> Yeah, mate. There's so many so many places.
>> Shepherd's pie in Polo Bar till 5 a.m.
>> So, recently I did a video where I Polo Bar was one of the places cuz I was doing a 24 hours of food. So, that's one of the ones I went to this morning and I was there like five, man. This is going to be such a throwback. I went there.
I'm not even joking. Within about 5 minutes of being there, I see two rats.
>> What? Oh, >> for God's sake. No. No. No. No. Like rats as in Okay. Actual food rats. Like >> Oh [ __ ] Well, we put the [ __ ] place under now, aren't we?
>> [ __ ] >> Nah.
>> Can you go on? Can you check the hygiene rating of Polo Bar? I actually saw a tweet of a restaurant today that had zero stars.
>> Are you even allowed to be open?
>> It was near not far from us. And I was like, I swear I hope I haven't ordered from here.
>> There's a Ben Morris video right there.
>> Oh yeah. By the way, a lot of people might not know this, but your brother's Ben Morris.
>> My brother is Ben Morris.
>> The goat.
>> Great. the coat. He is He's actually smashing it on YouTube. Yeah. No, Ben was always like much better.
>> Oh, he was always down then, wasn't he?
>> Metrics pushing it. Business. Ben was [ __ ] the best of me.
>> Ben was him.
>> He was really good in the family.
>> How old is Ben now?
>> Got to be like 27 at six or something.
But we He was always a kid to us.
>> But he's turned into one of those barley boys, hasn't he?
>> Yeah.
>> I think he's a bit confused.
>> Confused? What do you mean?
>> Yeah, I think he's half barley. I don't know where. I don't It's [ __ ] hard to know where he is. Only my dad knows where he is cuz he cracks him on my iPhone.
>> My dad will constantly just text him like, "Oh, you enjoying China?"
>> Yeah. He's always on.
>> Every time I text him, once a year I'll text him and he'll be like, >> "Once a year?"
>> Yeah. Like every now and then I'll do a check in. I'll be like, "Oh, how's it going?" Blah, blah, blah. And he like, "We'll meet up when I'm back from XY Z."
I'm like, "What the? We're never going to see you. I'm never seeing you again."
>> Life. Um, great life. By the way, that >> cost him the wedding invite. So, we'll see.
>> That would be huge.
>> Oh, really? Ben Morris at the wedding.
That would be good.
>> Slightly related to this, but not completely.
>> Do you know?
>> So, this one time we swapped over phones.
>> You and your brother remember this?
>> You and your brother?
>> Oh, you. Me and you.
>> Yeah.
>> This one time we swapped over phones.
>> What did we do?
>> Something with like something our iCloud got merged. I've got I know you're about to realize it's going to drop in a sec.
>> You got all my old >> I've got your [ __ ] photo album.
>> Oh my god. On my phone.
>> All your photos have got a period of like four years. No, >> I got all yours.
>> You would know, bro.
>> You would [ __ ] know. I got like there's like dick.
You got chip dick.
>> He's got a little wiener in there.
>> It's me, bro.
>> No way.
>> [ __ ] Never mind. Why have we got Why did we merge our iClouds though?
>> I don't know.
>> Did we do that phones or something >> and it just merged? I've got like I've got I can't even talk about it, but I've just got I promise I haven't actually gone through it all. Like I just He's got your pics on his phone. That's absurd.
>> This one guy don't mind having them, bro. It's like to be fair like four years worth of pics at some point like this is [ __ ] boring.
>> Yeah, I genuinely didn't. I just obviously from time to time that's not my photos. You need to send me that [ __ ] you need to send me.
>> But how are you still keeping like your genuine whole album anyway for all this time? Like I reset every about few years. Like if I go on my phone now, I don't think it goes back too far.
>> Mine goes 2015 >> because I don't How have you got that much storage >> on iCloud?
>> iCloud, bro.
>> Oh >> yeah, it's not on your phone.
>> The memories. I can't >> I don't use iCloud like that.
>> Do you never like my favorite pastime like or at least back in the day when you're on a plane, you're bored as [ __ ] just go all the way through >> the top and go through.
>> Damn. To be fair, sometimes I've had those. My favorite things are like when you get memor like memories pop up and I'm be like, "Wow, that was a movie like all the Tomorrowland stuff. That was filthy. That's so much fun."
>> I never go back from cuz I used to look like a skeleton. So, I'm like, "No, [ __ ] that."
>> What do you get? You get sad. I don't know why your diet was so lux, bro.
>> I look here back in the day.
>> Here are some of the old the old pictures, man.
>> Damn. You look, we both look so young.
[ __ ] hell not. I look like a lesbian.
>> I got some.
>> Yeah, you actually do >> did look a bit like a Brazilian lesbian.
>> It's so funny looking back at like the fits and just like the way we used to dress and stuff.
>> Wait, do you do you reckon that like in 10 years time we'll look back at the way I'm dressed right now on the pod and be like what what's >> I don't think this is as outlandish now cuz as we got older we're like well let's just keep it chill.
>> You think everything just changes? You think that?
>> I think I don't know. I don't know. I don't I don't know. But maybe the kids look at look at you guys.
>> Do you not remember when everybody was head to toe in criminal damage?
>> Well, you got to see it like this. Would it be criminal for a 40-year-old to wear with the fit you're wearing right now?
Probably not.
>> Probably.
>> If if I'm Don't say that cuz Lee fellas dresses like this, so you can't say that.
>> Lee.
>> Leebo.
>> He does not dress like this.
>> Yes, he does. Leebo be rocking around in stuff like that, don't he?
>> No, he doesn't.
>> I don't think it's as like comfy as that. But it's it's nothing like >> he'll be rocking them pants with some nice fresh.
>> Yeah, I mean these pants are nice. It's just like the hoodie combo. I don't see a 40-y old.
>> I could see a 40-y old wearing that, but not the Air Force.
>> You, by the way, that's a throwback.
Those Air Force, they look like they've seen some [ __ ] I get it.
Look at this. They are so big, bro.
>> I forgot.
>> Have you seen my rock sack? It's the same one.
>> Really? What back then?
>> The same one from back then.
>> Oh my god. You know what I pulled out?
You know what I pulled out the other day?
>> Go on.
>> Do you remember my Do you remember Harry that backpack? Harry gave me that MCM one. The white one.
>> Oh my god. The MCM one with the studs on.
>> He bought it, realized he hated it and he just he gave it to me. He was like, "Well, he was like, "Anyone want this?"
I was like, "Go on then."
>> Cuz there was a time where Harry like fresh into a bit of cash money. Are you taking out your tits again?
>> No. Is it my best come and done?
>> When Harry like I remember he bought like a Gucci belt, MCM backpack.
>> So funny. the wall had got to him.
>> Yeah.
>> And then I think he went, "Nah, this is horror. This and he >> signs very quickly that it wasn't him."
>> Yeah, that was it. Um, you know, you have um the most viewed FIFA video of all time.
>> Is that true?
>> Do I?
>> You still It's still the most viewed FIFA video of all time. If you go on his YouTube channel, >> I have the most viewed non UK non music video.
>> Bro, you're the best.
>> This is the greatest [ __ ] of all time.
Having sex with a YouTuber's sister prank. Whose YouTuber sister was it? It was Max. We have it Max.
>> We have to go over this just because it's UK heritage. If we don't bring this up, our audience will be like, "We've got to go through it one time." Okay%.
>> That is so funny cuz it was it was like not Max's sister. But >> wait, this is going to be heartbreaking for people, right?
>> I would. I would say >> all of them videos ARE FAKE.
>> HOW ARE THEY? THEY'RE NOT FAKE. HOW CAN the strip FIFAs be fake? No way.
>> It's legit.
You were the biggest You were the biggest blue baller ever, bro. You You be having one sock. It's one piece of clothing.
>> [ __ ] understand from day one.
>> You were taking a piss.
>> It's all about the watch time, though.
>> Oh, dear God.
>> I'm so mad. You literally >> I can't realize how many had this many views.
>> 83 million views 9 years ago. The only other person that will have a a big enough FIFA video is Harry. What's Harry's biggest one? Have a look.
>> Let me tell you about the times where Joel would be building up to drop another one. Oh, the community. It was unreal. It would be like, you know how like when a new Avengers is coming out.
>> Yeah.
>> Everyone's getting hyped for Strip FIFA 3. He's dropping posters, teasers.
>> It was huge.
>> He'll he'll drop it he'll drop an Insta story like the girl's arm and everyone will start going crazy just like building up. How did you convince the girls that like this is a video they want to be parted? Is it Did they just fancy you or like what was it?
>> I know. I don't think it was that. Well, I think >> the first the first one was a bit of a miracle. So, I think the first thing was like from a business perspective.
>> From a business perspective.
>> From a business perspective, it made sense, right?
>> You were combining some critical elements.
>> Yeah.
>> It was a viral concept.
>> Yeah.
>> Had great watch time.
>> Yep. Yeah.
>> So, everyone was going to the end, waiting for the socks to come off >> and like and so so I think the first one was a bit of a miracle because like I was a bit of a loser in school like I wasn't great with girls >> and like all I cared about was YouTube and YouTube videos and views and what have you. And I somehow managed to convince a girl like not only to make her make that first strip FIFA me. The original Yeah. The original >> the OG >> the OG one, but also like she liked me as well. Like it was a combination of those.
>> Oh, so it was kind of like your girlfriend at the time.
>> A little bit. A little bit.
>> Okay, fine. Fine.
>> Um, and yeah, I think that like it was just that one was pretty easy. Like it was just like, oh, >> yeah. I just like because I can only imagine like going to a girl and going, "Look, >> I've got this FIFA video.
>> Get your clubber off.
>> I need you to get your clubber off >> for every goal."
>> And it's like, is she there like, "Oh man, that sounds [ __ ] class."
>> Can I say something? This >> was bikinis.
>> It was pop.
>> Yeah.
>> Like the their careers made off the back of Strict FIFA like Jess Rose.
>> Yeah.
>> Like the careers made off the back of >> Oh, you know what's mental? There was no um there was no like none of them platforms at the time where you subscription platforms.
>> Yeah.
>> So imagine there was at >> Oh my god. If the if only fans existed now >> would have been crazy.
>> They they'd all be making like 10 mil plus.
>> Oh, 100%.
>> That's Yeah, they would have. They really would. Could you imagine the day one figures >> of a strip FIFA dropping with the link in the description? Oh, I wouldn't even want to see that.
>> Crazy numbers. I I wouldn't want to see that.
>> No, I wouldn't be wouldn't be shining up me.
>> Yeah. Like look at you, mate. Your video views are absurd. Is this ranked by popular? Yeah.
>> Did they make a lot of money?
>> 83 million views.
>> Harry's most viewed.
>> Did they make a lot of money? Cuz they're quite short and obviously like they were Did they get demonetized on?
>> They didn't like a few.
>> Have you got it on your phone?
>> Have you got YouTube studio on your phone? Can you let us know what the biggest one if you can?
>> Cuz you're right. I don't think they would have made as much money as people think. I mean I think >> they would have made I remember they made >> demonetized now >> thing is like back then you CPMs and RPMs were lower.
>> Download it.
>> All right.
>> CPMs and RPMs were lower. So like I think when we were looking at them they were making a lot of money but now you're probably looking at it go ah that's not >> making as much money as you think. It was the it was the impact right? Coin sponsors everything around it.
>> Would a would a coin sponsor pay more? I can't remember. Would they pay more if you were like I got a strip fee coming up? I think it was all it's all part of the monthly for.
>> Yeah, it was all part of the monthly because everyone used to get paid monthly by them, didn't they?
>> It's like the all the It was, you know, put me on the map to a degree.
>> Yeah. So, it was >> they actually did. This was the start.
You you were the king of getting people's attention, I guess. The the first attempt, >> the original Rage Vader.
>> The original Rage.
>> I don't think there was any rage though.
You know, a AB AB >> was like your biggest fan, bro. That's the >> because of the strip FIFAs. But he said he he said like he loved it but he hated it. I remember he did like a nice little threeminute rant on the pod about how he would get so upset when they'd rock up with like scarves and like the double socks. The double socks.
Wait, was it double socks?
>> Double socks.
>> Double socks is crazy.
>> The glasses with perfect eyesight. Like that's unbelievable.
>> Double everything.
>> What an era, man. Well, didn't one of these some of like one of these girls, do you remember the top right one?
>> Jess Rose.
>> No, the top right one. Something happened to her.
>> Oh, she got she was fake kidnapped.
>> Oh, what?
>> I think Chloe Ailing >> something. There was something like that.
>> Did some some web search on this, but she was she was 100% kidnapped or like so it so it came out. It came out she'd been kidnapped >> and then I'm pretty [ __ ] sure it came out that it was all a hoax.
>> But what was the allegedly. But >> oh, wait. So, Chloe Ailing here, 2025, one season, my unbelievable kidnapping.
>> There's a TV show about it.
>> And I think based on the title of Unbelievable, it was literally >> Chloe A recounts her 2017 kidnapping, how it changed her life, and asked why eight years later, her story remains so hard to believe. Chloe becomes the subject of global media speculation, how did she persuade the abductors to let her go?
>> Maybe it wasn't fake then. her being.
No, no, look. If you see the description on the top one, it says close life from her being tripped into a fake and it says read more.
>> Wait. Yeah.
>> So, something about it. You were on the right.
>> Yeah, you're right. Oh, here you go.
Tricked into a fake photo shoot to to her. Oh, it's >> fight to convince people it really happened. Oh, okay. So, people are So, what they're saying is her her story is just like a bit mental.
>> Her story is real, but the fake part was that she was tricked into a mental.
>> No, no. People are saying they're not sure they believe her story.
>> Yeah.
>> Interesting.
>> I don't know.
>> Yeah. I mean, it might have been, but yeah, >> I just remember at the time and it was just mental on Twitter and we were like, whoa, what the [ __ ] >> There was also a time though when uh so Jessica Rose, one of the most popular people that came out of it, she went on Love Island.
>> Yeah. This was the the whole content cycle of this was insane.
>> Yeah. Do you want to say it? Yeah.
>> Yeah. Yeah. So I think um so I was doing we were doing videos together like obviously it started to pop and we were like okay we need to like this makes sense like we do lots of content like uh this and then it was like we didn't like there was nothing disclosed but everyone thought we were a thing and we weren't.
Um we were just yeah making a ton of videos and then and then there were a couple things and I'm not exactly sure on the sequencing but I'm going to give it a go. And so there was a brand deal and I accidentally, this is stupid dumb, but I accidentally gave the wrong details to this brand deal company and it was like a decent amount of money and I was just like 30 days, 60 days, 90 days went past I was like where the [ __ ] my money and they were like we sent it and I'm like I haven't got it. I had to find I had a friend who worked at Barclays and I eventually >> like I figured out that they weren't my details. They were Jessica Rose's details and she'd like been paid my brand deal and said nothing. And then that was around about the time where she like disappeared off the map and obviously disappeared off the map because she was going into Love Island.
>> H >> basically like I was hitting her up like wasn't wasn't playing ball. Went into Love Island. And so obviously then I did a bunch of content about how Jess went into Love Island.
>> Heartbroken and and what?
>> Oh wait, so you're playing on this. Fair enough.
>> That is funny.
>> Bro like no HEARTBROKEN. BUT WAIT, SHE ACTUALLY has more money.
>> Yeah. Well, the the arc was insane. And we dropped a d like the the money stuff was legit. Like I played into a little little bit about I wasn't really heartbroken. I was chilling. But um >> she legit stole the money. The diss track was about her stealing my money and then like but but they got ruined off the back of Love Island. I don't know if you remember their whole they had to turn off their comments, stop doing brand deals, both Dom and Jess because their whole comment section was snakes.
>> Really? Oh, really?
>> From your diss track.
>> From the Dro.
>> [ __ ] >> It was >> That's mad. But there was there was a moment and I remember you almost ended up going on Love Island because of this connection. I swear.
>> Yeah. I mean, >> or we don't know how close it was. It actually was, but um it was talked about a lot. It was like that was this the story arc to go into Love Island.
>> Imagine JMX up on Love Island.
>> Oh mate, that is mental. Um >> I think I would have been too autistic for Love Island.
>> Did she ever?
>> I think it would have been a bit of a train wreck.
>> Did she ever message you or acknowledge like, oh, like I'll just send the money back?
>> Oh, no. Like I got it back. Like I I threatened legal action.
>> Oh, really? Oh, and you got it back.
>> Oh, well, fair enough.
>> So, it was all good in the end. So it was actually worked out perfectly >> and then they just carried on >> a lot of bangers out of it and then >> are they still together?
>> I think so. Yeah. Oh, that's the water under the bridge.
>> Oh, respect.
>> So what? They met on the show and they met impressive. Um >> I'm not like an avid I don't you know I keep up with them but like I I I haven't heard they broken up. So yeah, I mean it was >> well good. It worked out for everybody in the end. Kind >> everybody has grown.
>> Everybody's grown. Well, a lot of people have grown since these these old days, man. The diss track era. Damn, you actually had Quadca on this track.
>> Chunks on a diss track.
>> Trunks is on this.
>> Not on that one. On a different one. On a horrendous track.
>> Really? Okay. Jesus. Right. Let's do a little uh blind ranking FIFA YouTubers.
>> Okay.
>> All right. In terms of >> And it's blind in terms of what though.
>> So, in terms of now who who made the best videos, like who was the like goat level, like where you would rank them as FIFA YouTubers? Yeah. Yeah. Yeah.
>> Iconic FIFA like maybe not best videos, but like most iconic FIFA YouTubers.
>> Yeah. Yeah, that's what it is. Is how much of a an icon they are.
>> All right. Okay.
>> Okay.
>> So, >> how does this >> How is it again? I've done these a few times.
>> Sending me them.
>> Yeah. Yeah. Okay.
>> So, he says one and we have to just put them in either fifth or third >> and you don't know who's coming.
>> You don't know who's coming next.
>> So, this is a good one because >> I like kind of preemptively like >> special. Okay. Okay.
>> Yeah. You know what I mean? All right.
Okay. I'm ready.
>> One second. One second. I'm waiting for Stan to ping me them across.
>> Change them if you want. I think you change them.
>> Yeah. Yeah. All right. Here we go.
>> All right. Pro them out there.
>> One is best.
>> One is best.
>> One is best. Okay. Let's start with Max plays FIFA.
>> Legend of the game.
>> It's iconic, but I think most iconic >> I think we know there are like more iconic. So, he's got glass.
>> No. Come on. I'm not I'm not saying that. OH, LAST.
>> NO, I'M not saying that's your boy.
>> I know, but I'm not saying that he's last. I'm just saying I can think >> You said last.
>> I can think of four ahead of him. But he could still >> He could still be top five out of everyone ever.
>> Oh, I don't know. Should we sell all four?
>> Are we allowed?
>> Okay.
>> Cuz we're going to [ __ ] it here if like nobody >> I've got so many stories.
>> Yeah, but that's not what it's about.
Like >> I know the behind the scenes.
No, it's just in terms of like the the audience as well. Not as a mate. Not as a mate. Where do you want him?
>> Four or five.
>> Four or five.
>> Four. You going four?
>> Yeah.
>> Yeah. Four.
>> All right. Okay. Let's go with Gon.
>> This >> recently started a podcast with Rossy, by the way, and they've been throwing it back. It's been good.
>> See, G for like uh if you were just proper playing FIFA non-stop back in the day, you consuming every piece of content. G used to make the funniest [ __ ] video. I can't remember say the titles out loud.
>> Yeah. No, they're there. But I think also like he was the first one that like fully went clear in proper way. Like he turned FIFA YouTubers into rappers, RIGHT? LIKE HE HE WAS THE FIRST ONE TO HAVE THE CARS, the watches.
>> He was like the ones you looked up to like, "Oh, [ __ ] man. This is why >> he had an i8, didn't he?"
>> Yeah.
>> Yeah.
>> Wasn't Ryan saying he was doing like at one point when he'd upload or am I tripping?
>> I think only JJ ever went to that. and Harry the other ones. I was doing a millid during the pro theory 10 or 20 videos.
>> Isn't that insane though that you were doing a Miller vid back then when obviously YouTube in general was so much smaller and now to get a Miller vid mate you you are hands down one of the biggest UK YouTubers like it's not even a question >> and back then not that it was easy to get that >> but it was >> but it was it it was easier. Let's just look at most popular video there.
>> No, he's Nobody was doing >> Oh my god. 20 times. His biggest video is 20 times sports fans took it way too far.
>> And it was just like some girl getting like slammed at.
>> I remember those bangers. That was a proper >> All right. Where do you guys want god?
>> Wait, wait, look at the one below. Look at the one below.
>> I can't I'm legally blind. I need my glasses.
>> And also the audio listeners can't look at the one below.
>> Yeah, sorry audio guys. Well, if you just go on G's channel, most popular.
I'm terrible. That's why counts here, >> right? Uh, where do you want him?
>> Free. Three.
>> Yeah. Yeah. Three. Free. Three. Three.
Three. It's got to be three. It's got to be three.
>> All right. Let's go with AJ. Three.
>> Know what the rest of the list is.
This is the thing. That's why I said I would have put Max fifth and now AJ could go fourth >> cuz Squad Builder Showdown. Now we can't change it cuz Squad Builder Showdown is one of the most iconic FIFA series ever made.
>> It was It was my idea. No, not my idea.
>> Don't start, bro.
>> I came up. Not your idea then, is it?
>> Yeah, but it's all about the content.
>> It was No, I know. I mean, Andy was the goat for it, but I'm just saying I came up with a >> squad build. Sorry about Can um Sorry to make it visual. Can you pull up his channel? I just want to see if he's still doing them.
>> Right. Well, where do you want him though? You know, >> think I just want to think >> We got to look at the longevity.
>> I want to see the longevity of it, man.
I need to see if it's still going.
>> I went on a golf holiday with him recently. It was good.
>> He's a great guy.
>> Yeah, he was a good crap.
>> Great guy.
>> He is a great lad, isn't he? Uh >> where do you want him? You got three and four taken up. Where do you want AJ?
>> I feel like they're going to drop some heaters.
>> And >> I think he might have to go fifth here because he's going to leave like got to leave some big.
>> Yeah.
>> Um AJ is a legend and I probably wouldn't put him fifth.
>> Look, you wouldn't be on the list if you weren't a legend.
>> That's a good point. That's a good point. So, let's go fifth. Let's go fifth.
>> Fifth. All right. Okay, that leaves us with two sync.
>> Ah, see when these guys first blew up, man, they took over.
>> They did.
>> Two people dominant.
>> Can you pull up two sync for me?
>> Oh my god.
>> You're just doing a little throwback.
Are they still cutting them out?
>> I mean, two days ago they uploaded.
>> No way.
>> I can't believe that. That is because I had had it in about I had enough like about eight years.
>> You done your time.
>> Yeah.
>> To think I mean >> well you're gonna have to I think >> we're going to have to go second. We're going to go after go second there. If you throw some stupid [ __ ] at me first.
>> Right. That leaves us with the last person. Anto Holland.
>> Anto Holland number one. He's a bit of a legend, bro.
>> I'm not as f You know what? He's one of the earliest ones, isn't he? I think maybe >> Long Shot Tutorials was his thing.
>> Slightly before me.
>> Before my time.
>> Yeah, I think he might have been before all of your time. He was my time.
>> That's crazy.
>> You know what I thought you could do is throw yourself in there.
>> I should have done last minute for >> Can we throw some special special names?
>> Honorable mentions. Honorable mentions.
I based in ' 87.
>> Unbelievable. Still still >> Keanu boss >> here. Here. Do you want to know you know what we did? You know Oakfish? Yeah. So, it was his stag. I'm not even joking. We uh it was us. We had a homeless penguin.
AJ was there. We had all these um we had Tobias. All these old school FIFA YouTubers round the table, right? And honestly, all we did all night was just play the game where you got to list off niche FIFA YouTubers and if you mess up, you got to do a drink. I swear to God, we did it for hours.
>> You know what? It's a great game for our group. Like, it really is. And even Yeah. Like we're talking. Were you even around like Phil Potter days? Pure Seth days. What about Sam 5000 when he made the switch? Trout.
>> Yeah. You know what? Rest in peace.
There was a friend of mine. Do you remember FIFA Raw?
>> Like R A Wr.
>> Well, like Roar.
>> Like Roar. Yeah. Okay. He was the kind of guy. He was the guy that kind of brought me through.
>> Oh, wow.
>> Um he introduced me to >> Wait, he died. Is that what he said? Oh, he actually died.
>> He he introduced me to Lastie. Do you remember last?
So that Yeah.
>> What about Alp?
>> Alp 27 HD. Sunday shout out.
>> Sunday shout outs. If you got a shout out, >> that's how a lot of us kind of blew up.
>> Live like Gump. They were like the big milestones as a >> Wait, live like Gump. Oh, you just mean like live like GM, >> mate. Gone. You're right. You know, when now that you said that, like G was the first one to make >> cool >> to make like >> people started going, "Oh, these guys are actually making money."
>> And he just used to like party like crazy, didn't he? Yeah. Yeah. He was he put me on to like Tomorrowland and all that sort of stuff.
>> Yeah. We've been to it a few times with him now.
>> Yeah.
>> Yeah.
>> And his mates as well. His mates from Wales are [ __ ] funny.
>> I got lost in Tomorrowland and Gone once.
>> Yeah. [ __ ] lost at like 2:00 a.m.
>> You never want to be lost in Tomorrowland. Gone.
>> Stuck in the VIP area or stuck in the non You can't get out.
>> Mate, it was unbelievable. I'm trying to think of some of the more like iconic moments we had. Oh my god. You had this entire boxing era. So you kind of finished off with FIFA YouTube. Yeah.
>> Then you went into a boxing era and even to this day you were like one of the best YouTube boxers but you just kind of sacked it off.
>> You had a bit of a dodgy shoulder >> and you did fight like a really good guy in the end.
>> Yeah. Leon. So I mean that was the So obviously had a few easy opponents to start with like Mike Fox.
>> Fighting Mike Fox. But I did win I did beat him with one arm. Like I genuinely had one arm. You watch that fight. I don't throw the other arm. Yeah.
>> Um, and then Coach Richard.
>> Yes, Coach Richard. And we went from like he was my coach to like enemies and then back to friends again. And that was um >> that was fine. And then I don't even know. Had the MMA fight. It was pretty sick. Like it was a crazy >> What was the MMA fight? Was that from Oh, fame.
>> Fame MMA. Was this not a scam? Yeah, I think so.
>> Did you get paid for it?
>> I got paid. But a lot of people didn't get paid.
>> But a lot of people didn't get paid. And you fought the owner of Fame MA.
>> The owner of Fame MA.
>> What I've forgotten about a bunch of people pulled out, >> right?
>> I had to obviously >> And did you beat him?
>> Yeah.
>> And you still got paid because you got paid off front. Yeah. I think had you smashed his face in >> What did you How did you beat him? What was the >> It was like quite savage knees to the chest.
>> Oh, >> very savage knees to the chest and then ground and pound, >> right? Yeah.
>> And so you did the fame MMA stuff and then >> in there I think it's the the video is up there for sure.
>> And then what did you have after that?
>> Um Mr. Bell >> did Mike win his famous MMA fight.
>> Oh yes. That was obviously >> remember that one.
>> Do you won that one? So to this point you're undefeated.
>> No I lost to Leon Bell.
>> When did you leave to hit lose to lose to Lev points?
>> Yeah but that was your last fight.
That's what I mean. So up to this point you were undefeated. So you actually on a bit of a roll.
>> I was on a roll. Four and one.
>> Well, how come you didn't get any like bigger fights? Because it feels like these people, no disrespect to them, but >> you're a good enough entertainer and like promoter for your own stuff. How come you just felt like it never came through?
>> Well, like I was always quite on and off cuz I was very like still a lot of this stuff I was trying to build business to build different like focus on there. So I would like do a fight and then I'd be like I'd always be focused throughout the fight on the on the work which is why it was difficult as well like very intense periods to try and work hard and also train. Um so I was a little bit on and off like I wasn't all in on trying to find fights and then I'd be like oh yeah I fancy a fight kind of thing. Um and then also I was supposed to fight Logan right? Um remember >> was this a thing?
>> Yeah it was a huge thing >> fully supposed that was >> that was shield hard. I went face to face to him in Miami. What?
>> Uh Alli's fight.
>> I was face to face in Miami. Do you remember we were at the pool? He came up and he was like, "Oh, you're a bit bigger than I thought you were going to be." That's what he said to me at that Miami Beach party. Do you remember that?
Maybe you weren't there. The pool party in Miami.
>> I wasn't there.
>> We won't talk about the fight, but like Al when Ally was fighting Jake.
>> Yeah.
>> Yeah.
>> Pool party. They had a pool party.
>> Oh, >> wow.
>> Was I there? What happened? What?
>> I remember Senor Frogs like Yeah. You know, I remember saying frogs heart.
>> Yeah. But what what was a pool party like?
>> It was like the press conference. They had a pool party press conference.
>> Yeah. Yeah. I'm thinking I am remembering what happened at that.
>> And then they came up to me and he was like, "Oh, you're a bit bigger than I thought you were." And then we had a face off there. We had a face off on camera on the zone. We had a not face off, but like we talked about fighting each other. We talked about fighting Logan Paul.
>> Um and then it just and it was because of the MMA fight. after the MMA fight, he came out and said, "I want like, let's fight. Let's do MMA."
>> Oh, yeah.
>> It was obviously talked about a little bit before, but then that was really what sparked off and it was a thing for a while and just obviously >> So, you think he saw the MMA fight and said, "Fuck this."
>> No, no, he saw the MMA fight and thought, "Let's fight in MMA."
>> Oh, right.
>> Obviously, he's got the wrestling background. So, >> and then it just never it just fizzled out.
>> It just I mean, it was a thing for a while and it just sort of it could never get made.
>> Yeah. Obviously, I wanted to I wanted to fight him. There would have been >> How do you think you'd get on now?
>> Now, >> if you were to fight him now, >> I mean, I don't know how >> now based on the fact I haven't trained.
>> No, no, like you get three months of a training.
>> The thing is Logan's like still in really good net.
>> Yeah, he's still But he's also had a bunch of stuff, right? Like realistically now he would beat me, right? Haven't trained for two and a half, three years.
Um, but I think back then if we trained like toe to toe with it, then let's see.
>> Like I would have I think I would have >> Is it still something you would want to get back into or are you kind of just like that era is done now?
>> Like I think the the thing with with me was kind of like obviously I'm ultra competitive. I don't like to lose. And it got to a point where people were taking it so seriously. And it's not like we weren't taking it super seriously. I still training 10 times a week like full-on camps, everything. It was very intense. But people were starting to train like four to six hours a day. It was like their complete lives.
You remember Ally doing his fight? Like everything revolved around his >> everyone sacked off their actual jobs.
>> They sacked off their jobs to train in boxing.
>> And then also, I don't know, I got a little bit worried about the the head stuff and like >> what the concussions too many hits to the head. I didn't really want to [ __ ] with that too much. It was a sick experience like to be a pro fighter.
>> Yeah.
>> Like it was kind of like being a pro fighter. Obviously not anywhere to the level, but in terms of crowds, the training camp, the the pressure, all of that, like you get to live that life, which >> cooler and experience.
>> Yeah. You'll look back on that one day and just like, [ __ ] man, I actually did that for like a brief moment. Like you've had so many different like segments of your life where it's like, you know what, I lived this life.
>> Yeah. And so, and then also just with work, I was just too I just didn't have the time to dedicate towards it. I wanted to to go all in on the business.
So, at some point I was like, if I'm not going to be fully focused on this, I don't want to do it cuz this is not it's not a game.
>> You got to like I don't I don't want to lose. It is a game like you but >> you don't want to lose. So, kind of but I would love to fight again, but it'd have to be >> it would have to be I think maybe later on >> that you're right. You know, that was kind of like the death of the whole influencer boxing thing is when it was no longer influencers boxer boxing. It was now influencers who decided to go full-time into boxing and just [ __ ] off all the influences and boxers.
>> People stopped caring about them when they stopped making their content.
>> Yeah.
>> So, it's like, "Oh, well, now you're just doing this."
>> I think that was one of the reasons, if I remember correctly, why Jay Swingler kind of sacked it off because he was trying to do both and he realized in order to like win these fights, you do have to sack off all the content creation. And I don't think that was ever something that he wanted to do. if I I feel like I remember seeing a video of him talking about it. He did. But even like for the Levon fight, like I would train >> uh 10 11 times a week, but I still like I was super [ __ ] busy with work. Like so I was just like that was still the main thing. And I just got to a point where I was like I know how much the other guy's training and he's [ __ ] been training since he's five anyway.
>> Um >> well it worked out in the end cuz I saw an article of some that you guys just raised a bunch of cash at like a 100 million valuation.
>> Is that right? Can you explain what Can you explain what Cuz I'll be honest with you, I've tried to understand it. I don't understand it. So, the company we're talking about here is Fan View.
You and two other fellas made it.
>> Yeah.
>> Um, and trust me, I went to do my research and I was like, I kind of get it, but I don't fully get it. So, would you mind explaining to me what the hell you've created here?
>> 100% 100%.
>> Yeah. So, I think um without it being a sales pitch.
>> Yeah. Yeah.
>> Help the viewers understand.
>> Yeah. Yeah. So I think um like you guys know Patreon, Apple, all these kind of direct to fan communities, right? And so like I think the the initial real we all grew up on advertising. So we grew up selling like basically making money selling other people's stuff. Like I think what we're trying to do is allow creators to sell their own stuff in a multitude of different ways directly to their fans, have communities, have behind the scenes content, sell merchandise with like chats, education, all of this kind of stuff. So, but like the thing that we're unique at beyond like because there's lots of director fan platforms out there, right? Lots of subscription platforms out there >> is that we've been AI native from the start. We're like the very >> What does that mean though? Like what does AI native mean?
>> Absolutely. So, um like I think everything within the platform is sort of fueled by AI. So, AI voice, AI content generation, AI like the whole platform is agentic. So you can speak to the platform and be like, "Oh, you know, how are my metrics looking?" Like, "Can you do all these things on my behalf to help manage the page?" Like, generate me these these pieces of content for social media.
>> So that's that's the bit that I uh So you you mean you can actually like create content? So okay, here here's a scenario. If I'm on there >> and I've got Calreezy on there and then you know how you've got um what's it? Is it Cameo?
>> Technically, you could have AI voice me and I could voice note somebody. Yeah, exactly. Exactly. That but that's like a small feature, right? It's not came it's whole thing. It's like a small feature and ultimately >> like the the problem in our eyes anyway was with the direct fan model is it just takes tons of time, right? that you guys know that >> you know don't have >> people obviously all often think that content creation isn't quite as hard but it like when you're running a ton of socials you're making content every day it can get like it can be a lot and so trying to run a subscription platform direct fan on top of that just hasn't really been possible and so we're really trying to fix that >> right >> um but even like Josh like you remember >> the gr grind and obviously your no cow like the dry the grind of content every day like I think that kind At least for me, that kind of killed a bit of the passion.
>> Yeah. You really got to [ __ ] do it over and over and over again, and it does become like a bit of a chore.
>> Yeah.
>> Especially cuz your type of content, you were just pumping it out.
>> Yeah.
>> So, you probably lost the love for it cuz it wasn't like you were um putting all your energy into making something you was super proud of. You were more on the metric side of it. You were like, I need to get these numbers to a certain level and I can't go below it and this is what I need to do to achieve that.
>> Right. Right. Right. Right. Right.
>> And so, like imagine that you wake up and you can choose. So I don't feel like it's I'm going to use AI. Like I think that's where the world's going personally. Everyone's going to be >> So you're just making a big bet on AI, which is not a bad bet to make, but uh Okay. Interesting. And so you So who are the So you co-ounded this with two others?
>> Yes. So uh originally started it with Will back in the day.
>> French Will.
>> French Will and then Harry joined us pretty soon after CO.
>> Okay. Sick. So all three of you guys and then what you recently did a funding round at a valuation of 100 million. No.
So the run like revenue run rate was 100 million.
>> Oh right. Okay.
>> Uh yeah, the raise was 22 million. The valuation's >> higher than that.
>> Yeah.
>> Yeah.
>> Oh wow.
>> Closed. So yeah, it's going really [ __ ] well.
>> How big is the team?
>> 130 people.
>> Wow.
>> Damn. Where is is that?
>> That's unreal.
>> Based in London or >> Yeah. So it's about 60 70% of London.
Obviously we were born towards the back end of co. So we were very remote first and we've moved to being very much hybrid. Um so but 70% are based in London and then for engineering talent we have a lot of people across Europe as well and some people in the US but that's happening slowly. So >> and and your role within that company is >> I'm the CEO.
>> CEO. Yeah.
>> Yeah. Yeah. Yeah. That's unreal. And how have you found that like that business side of it? Do you enjoy it? Do you wish you were making content? Are you going to go back to making YouTube videos?
Like what's the vibe?
>> Yeah, I mean I Yeah, I just love it.
Like I think like it's in it's super [ __ ] intense. Like it's like nothing I've ever done.
>> Um but also like in a really weird way.
It's almost less stressful than doing YouTube. Like you said Josh. Like it was very stressful making sure every day you were going to draw like get the numbers you wanted to hit a concept every single day. And maybe obviously my tolerance for stress has gone up. So I'm not >> but um >> yeah I mean I think I've been trying like I've been pretty focused on doing this now since probably I was like 19 so I'm 28 now doing a bunch of different things and obviously over the last 3 years this has really just >> just taken off.
>> Um it's been different but like I almost can't remember anything else now if that makes sense. It's like it's just I've just been it must be nice to to flick back through the the old FIFA archive and see what the gang were up to.
>> Such a crazy journey. That's mental. CEO of a company with over a 100 employees.
>> Yeah, that's that's doing 100 million run rate.
Is that the >> Don't crash the [ __ ] boat, bro. I'm not going to crash.
>> Don't crash the boat.
>> Yeah, I mean I think the whole space AI everything's only going one way.
>> Look at that. Two CEOs just shooting the [ __ ] >> and Broki >> and me >> and Broki.
>> What about you, K? How have you found it?
>> Uh, it's way more stressful than It's more stressful than content, that's for sure.
>> Interesting.
>> Yeah, I find it way more stressful than making content. Um, I I enjoy it though.
Like you said, you get like the buzz of hitting targets. It's the same with like pretty much anything. The like dopamine hits are the same. Like for example, you get a one out of 10 video on YouTube and it or a video hits a million views. like that's a buzz. You know, let's say you hit certain targets here or maybe we create really cool content that comes out here. That's a buzz. You find out that um you know, one of the talent are like really happy with a set that Chips made, that's a buzz. So, like it's just completely different ways of looking at thing. But no matter what you do, I always feel like the the journey and what you get your dopamine hits out of, it's all the same. It's just applied differently to different things. And some things are more stressful. I you know the good thing about content creation is usually you work in small teams like two three people. Um when you're working here you're working with 40 odd people or in your case 100 odd people and it's like that's the stressful part for me. All the other stuff I don't really necessarily get stressed about but it's the people side and because my I'm always there like I want everybody to be happy. I want everybody to get what they want out of things but sometimes that's simply not possible and then that's where my stress comes in. Um but at the same time if you didn't have those stress then any would anyone would be able to do it and there would be no challenge in the role. So >> exactly.
>> Yeah. I I I I think it's a lot of fun.
I'm quite fortunate though is that I've found at the moment a nice balance between I get I do get to do my YouTube stuff and I get to make that content cuz I've built a sick team that work on it and that team is sort of four or five people and we've got a really nice system and then I spend a lot slash the majority of my time working on um fellow studio stuff. So yeah, it's interesting to see though just in terms of the other space. Let's look at some of the other creator businesses. What else do we have that are like really up there? You got Call After Party just sold as well. I don't know if you saw that.
>> Um yeah, Afterparty just sold to um Elizabeth Murdoch's company, Sister.
>> What? Sister Group.
>> Sister Group, which is really sick. So that's another creator exit. That That's two. Me and L two Callums. You just need to call yourself Callum and I think you get an exit.
>> Yeah, he's done well. And he's got no two ways.
>> He's got no two ways going. Like you mentioned, you got Casper an influencer.
>> Uh Joe Sug and him are also part of um the management.
>> Margaravine.
management >> change or >> no I think it's still called that. Oh no, but maybe they shortened it or something.
>> I can't remember. But either way, yes.
>> What other creative businesses are out there that you're aware of in the UK?
Obviously in the US is a whole another beast.
>> US Prime and what have you.
>> Um >> yeah, obviously you got JJ and Prime.
>> Yeah.
>> Yeah.
>> Oh yeah.
>> There's a lot of clothing companies out there. Feels always slightly different when you're talking clothing though.
>> Yeah, cuz clothing blends you blending the line between merch. I just remember like do you remember when uh Casey Neistat sold was it Beam?
>> Yeah.
>> Oh my god. For 25 million.
>> Yeah. For 25 minutes.
>> Sold it to like a news broadcast, right?
Was that it? Yeah.
>> I remember seeing that. I was like, "Oh, that's my dream. That's what I want to [ __ ] do." Like that.
>> That's sick.
>> It was impressive that he done that because I thought the app was genuinely crap.
>> Well, you know what it was though? They didn't buy that.
>> They bought the team.
>> The team. Yeah. Which was weird. It was just like a massive aqua hire and they just like they just consumed all the team. Did they just shut down the app?
The app? Well, they obviously just thought, "Hey, look, they've got potential to make something cool here.
This is just not that."
>> Yeah, it was. Yeah, I I don't know. I wonder if CNN were like happy with it in the end or not.
>> Cashed out. And I think maybe there was an idea there. I just don't know it was executed in the in the correct way.
>> Well, it was the weird was it is that you hold your phone to your chest and it records so that you you're not staring at things through your screen.
>> I think the thought of it was correct like, "Hey, let's try and live in the moment." But no matter what, you ain't you're not >> think about it. Yeah. You're still thinking about you. They're like, "Yo, my angle's right right now."
>> Yeah. Like you're not like you don't put your phone to your chest and suddenly you're all there. Yeah. I get what he was saying like, "Oh, you're not looking at" But no, it just didn't work. It just wasn't didn't work. But he got he cashed out.
>> Yeah, he cashed out. That was great.
>> So, what do you reckon? Do you reckon is your do you have like a plan to exit?
You just going to keep building and building and building? What's the game plan with it? Yeah, I mean I think um the reason I got into it was just I think just the challenge. It felt like that was the big challenge to try and take on.
>> There's no plans to exit specifically.
Like I think we've always just said we want to try and build this into as big of a thing as we possibly can.
>> Um >> just end up end up coming around one day.
>> Yeah. If it happens impact and if it happens it happens, right? But if you just focus on >> building as much value as you can, it will probably work out. Um, but also like I wouldn't I wouldn't want to like I actually it's hard but I it's ruthless but I enjoy it. Like I'm Yeah. So I just I just don't know what I'd do. I'd probably just start another company and so if I really like this company I think the opportunity here like >> Yeah. Yeah. Yeah. Why start >> and it's also the stages right? Like cuz I'm super privileged that I get to get this experience at this age of and if you start again like you're going to go back through the start. So, like being able to take it further and further means I'm I'm able to get even better experience because I'm able to see more things and do it on at like Yeah.
slightly different altitudes, which allows me to gain ideally the experience that I want over the long term.
>> Yeah.
>> N man, that's sick. Is it?
>> Are you still living in London?
>> Yeah.
>> Yeah. Yeah. Just checking is always just like >> he'll be off in San Francisco soon, bro.
That's kind of the >> Yeah. Yeah. That's the plan at some point there.
>> Have you looked into it? Yeah.
>> Yeah. I think um I don't know where like San Fran LA or Texas as well. Houston >> I just came back from uh Austin, Texas.
That was cool.
>> Austin Austin's cool.
>> It's very cool. Big tech hub.
>> Oh, bro. I had a weird dream last night that I was um I drove to Houston and then I was just stranded in Houston.
Sorry, I know that's [ __ ] weird, but then >> what AB does just tells you is the full detail of his dream and you're like right >> now what? Yeah, sorry. I just realized that last night. Why is that just drog my memory? And I remember looking around and I'm in some nitty hotel and everybody's just got AR-15s on their back and I was there like, "Oh, I need one of them."
>> Premonition, bro.
>> What does that mean?
>> Don't you know what?
>> Makes you think, doesn't it?
>> Stop saying vague [ __ ] like that.
>> Makes you think. You never know.
>> Are you going to be at the final uh pitch stream of the year?
>> Oh, you've got to be.
>> You've got to be, mate.
>> Say the waters.
>> I think we have to sit you in the middle, John.
>> I'm just not going to say anything. No, bro. What a new record. Genuine zero words.
>> I'm just going to mine.
>> That mean is like is one of the best clips ever is that all the donations that came in that were talking about you drinking water.
>> If you want another little viral moment, do actually say >> I drink so much [ __ ] I'm like I'm really into health these days obviously cuz we did a bit of damage in our youth.
So trying to reverse it and I'm convinced we're going to live forever.
Like we're going to be immortal for sure. So, and drinking water is a critical part.
>> No, but I want to know why. Why is it?
Seriously though, why were you training water in this? Like, look how many bottles.
>> You know how many how much water you drink? I've never seen anybody actually consume that much water. But you know what's funny? Four bottles untouched right now.
>> It's because of the [ __ ] fraud, Max.
>> Yeah. You not got the hand That's what we'll do with pit side. We'll give you a handheld mic so that you can't open up the bottles of water.
>> That is unre. Are you going to be there for the final one again? 24th of May. I think >> I'll do my annual appearance.
>> That is unreal. And I just Oh, mate. The donations that were coming in had me in bits. There's compilations of not even just the ones about you, but like there were so many Theo ones as well.
>> There was a funny story on Theo like back on cuz Josh and I used to live with Theo.
>> Mhm.
>> And I think >> I don't remember. Oh yeah. In New >> Pro. Yeah. Oh yeah.
>> Yeah. And so >> like I think like I think we enjoy everyone got on. Everyone lived together but I think probably Theo hated me the most. Really think about it. So there was one time he didn't but >> he probably got lined up about you.
>> There was this one time I was peckish and >> feeling a bit lightheaded and I come into the living room. I see some bananas.
>> So I pick up a banana.
>> Pick up a banana. I eat it. I'm feeling good after that. Potassium's up. All of that great. And then like a little bit of time goes on. 10 10 minutes of time goes on and my phone just starts blowing up and it's it's Theo in the group chat who ate my banana. John, you ate my banana. [ __ ] like lost his rag. Went absolutely fine.
>> Not even in a joking way.
>> I think I remember I think I remember you going to the shop to like get new bananas and extra stuff and you're like, "There you go, mate."
>> I went to the shop and I like deliberately bought 20 bananas and put it back on the table. I think there was a to be fair to him like I always had a there was a little bit of a habit of >> just whatever he was he was a big guy.
>> I was I had to eat >> I wasn't getting my food stolen cuz I didn't have any.
>> Well, no. You just left your food.
>> Yeah.
>> This is why we were friends because he just left.
>> Oh, he just eat all my meals. What's >> What the [ __ ] is Stanley up to?
>> There's bugs in here.
>> Oh, there's bugs in the caravan. Sorry.
That was like Oh, he's putting his fingers up. Um >> Yeah. Oh, so that's why you and Chip got along cuz Chip wouldn't eat his food and you would just clean up.
>> I mean, I think Chip groomed me for sure. Like a little bit in a good way.
>> Good grooming.
>> REALLY GOOD WAY.
>> I WOULD say I mentored you into this great CEO.
>> But I was underage, right? But >> well, you were you were 17 and I was 20.
Oh, you were 16. I was 20 >> and he took me under his wing.
>> 19.
>> And then Yeah. And then I mean there are a bunch of things.
>> That's so funny. Yeah, it was.
>> So, who was who was the best? Who was the best and the worst person that you lived with?
>> Oh, I think Alli was probably Alli or Max were the funniest an Arabic reality TV show over Ali's life a lot because it was just constant.
>> It was something new every day.
>> Remember how we used to procrastinate?
>> You just need to get a video done.
>> Yeah.
>> And it's like he would find like a million things to do apart from the video. And then who was the worst that you think you've lived with?
>> I don't know. Like I think everyone was great.
>> Like I don't think anyone was the worst.
I probably >> The answer is probably you then if that's the case.
>> Yeah, I was probably the worst.
>> But you kind of just always just making videos.
>> Remember the sick corner?
>> Oh my god.
>> Wait, what? Sick.
>> Sick corner. He had a corner in his room where he was just constantly sick AND JUST NEVER >> NO, YOU'RE LYING. YOU'RE LYING, BRO.
WHAT? THE carpet was so funny though.
>> It I was I was young. Like it was this was early days.
>> Okay. Wait. So explain this. You had a sick corner.
>> Go pretty hard. 17 18 >> and I'd be in bed and like there was like this really nice and my bed was like this but there was like a crevice >> this angled cremise and it was like ideal to just sort of like turn around and spew in >> and so it was named the sick quite it was quite infamous.
And like I think it got clean from time to time, but >> probably the cleanest quite visibly.
>> No, that is absolutely >> any memorabilia from the old times like where you just like in your flat or anything whatever now.
>> I think I've still got the lion.
>> Do you remember?
>> Oh, the lion. I remember this lion. That was in your videos a lot too.
>> Yeah, that was >> what was that from like what did you just buy that in self one day or something? I remember you going shopping and you were like come back with this lion >> and we were like bro >> why is there so much massive lion in the >> I was legendary though some good times very >> so you lived with Chip and Theo >> then just Chip >> no no no >> no Chip and Theoip I moved into like I first lived in Chip's bedroom >> y >> in you next >> and then we move got our own >> but you guys shared a room together came over to like make videos and he kind of just didn't We did >> what?
>> Honestly. And we were and we were >> How long did this go on for?
>> Not not too long because just after that we probably got our own flat. We like I was like, "Look, bro, this can't go on.
Let's just get a flat."
>> And we were all like going to move anyway. So, we move. I think Tobias went and maybe did his own thing from there.
Don't know where he went, but Alli was in that flat, too. And then Alli got a flat with >> Max and Finch.
>> Max and Finch.
>> Yeah, that was the one.
>> Yeah, it was me and Josh.
>> Yeah. And we lived there for about 3 years. Then we moved to Canaryish ways >> with just Theo.
>> Yeah. With just Theo, not you.
>> And then I moved to Batsy with Theo and Adil.
>> And then you moved in with the first time >> this where you went kind of started to do your business stuff.
>> I think I moved in.
>> That and that is where you he went you went you went on a separate road.
>> He was always reading books and everything just like every day. Yeah, I remember the books. And he'd be like on the wall he'd have this like system where it's like the reward he wanted like let's just say like a system. Yeah.
>> Let's just say it was just some new materialistic reward of just some form but he couldn't get it until he finished the book.
>> That's well yeah like >> actually really worked for you >> obviously.
>> What was your favorite book that you read >> back then? I bet you were reading >> Atomic Habits.
>> No, he was reading like [ __ ] way beyond that. He got to the He probably started on that like everyone does. Yeah, I feel like that's everybody's first start getting into some real philosophical [ __ ] >> Power boy. That's what I mean. You've definitely read that, Joel.
>> Yeah, you toxic [ __ ] >> You got to read it. You got to know how to defend against him.
>> Defend against a DARK HORSE >> TO THE PEOPLE THAT don't know that book.
Have >> you read Harry Potter?
>> Yeah.
>> Okay. Just checking you actually like that.
>> Of course. Read everything. Oh, what's favorite book? Ah, >> you're still reading a lot.
>> Steve Jobs autobiography by Walter Isington is insane if you haven't read it. Like a proper good story like you would love it. So good.
>> I've watched a movie about Steve.
>> It's less self-helpy. But it is it's >> Are you still reading loads now? Yeah.
>> Yeah. Every day. But I mostly use AI now to learn.
>> So I mean Okay.
>> What did that mean?
>> How?
>> So I'll read a book or I'll skim a book and then I have a full learning system which has all the things that I've read and topics and what have you. I'll do test and recall and reasoning. So you actually like you [ __ ] much better if it like asks you questions, you have to teach it back, explain concepts, be clear that you understand it better.
>> [ __ ] love that actually.
>> Apply it to like apply it to the business. You just learn so much better.
>> Great point. If like if I think about a couple books I've read in the past, >> I could recall most of it.
>> You couldn't?
>> No, I couldn't. And that's because you kind of just read it, take it in, then you crack on with it singing and Yeah. I watched there's an amazing YouTube video about like how to actually remember what you read.
>> Um, and one of those >> bookmarks I never watched it.
>> It's a classic. But even you know the worst thing is I've watched it and I've forgotten what he said. So like everything he said in there is literally I'm the example of that sounds sick though. You're right. Like anytime somebody asks you something about it or like you actually have to explain what you've just read in different scenarios like that's when you actually know.
That's when you have like acquired the knowledge >> rather than it just like going in your brain and then out your ass.
>> And I also like try and read less books, apply them more cuz I actually think about how long we've lived. If we just picked a book a year, one sick book a year, actually applied all of it to our lives, we'd be monsters.
>> Oh, we had people read like 20 books a year and don't apply any of it.
>> Yeah. You know, we should end this part on He's going to have a couple of the motivational quotes we can get the night. Bro, you've got to have some gems.
>> I know he's got I know he's got minimum five, bro. And you can't go. Oh, I'm going to try and think because I know you've studied them. You've repeated them back.
>> Let's see how good this uh you know, retention is now.
>> Sure. Come on.
>> Come on.
>> So, you need to give a So, chip chip usually comes with a motivational quote.
>> Um and it can be as serious or as stupid as you want. For example, one of the most iconic ones that we have on the pod is throw a pebble, catch a stone.
>> Yes. But if you actually think about it, it's mad. Yeah.
>> You got to think about that.
>> Take your time on this one.
>> Yeah. Makes you think. Really does.
>> One.
>> Yeah. We only want one of her one.
>> Then the viewers are going to go >> and you got to look down the the camera that Lee's on.
>> And you say it like that.
>> I don't know. Like I don't know if I'm as I've 100% got one. I just need to [ __ ] think about. Can you fill some space?
>> Yeah, I'll feel some space right now.
Nice car by the way, bro.
>> Oh yeah, I got my car.
>> Yeah, >> there's parts outside. He got a 911 Turbo S and my god, he picked me up and he started revving it and people were going, "Turn that off."
>> That's not true.
>> TURN THAT OFF.
>> I am not that guy. I'd be too shy to do that, bro.
>> And now you started revving it. It was outside of church as well as [ __ ] I was there like, "Damn, respect the religion right now.
>> There's a little button you can press to make it louder on the front of the dashboard. I keep it off.
>> Open the valves."
>> Yeah.
>> Wait, what do you mean you keep it off?
>> I don't like I'm not that guy, pal.
>> All right. Well, when we go down cuz you got to drop me off in it. spent all that money on a car for no reason.
>> Nah, you've only got >> It's for personal enjoyment.
>> Personal enjoyment. Well, yeah.
Obviously, it's not a [ __ ] business vehicle, but you know what I was thinking is like, >> "Oh, he's locked in."
>> No, I I've got I've got a philosophy first, then we'll go to quote.
>> Okay. The philosophy on Maxin.
>> No, we're not. We're not.
>> Okay. So, Max, obviously, you've got all the great >> I would stop just cuz I don't even know if we can include you saying that word.
No, it's a specific. You can bleep it then.
>> Okay. A specific phrase like Mark Andre.
>> All right. Okay. Okay. We'll let you have it then.
>> It's a thing, right? So, there's obviously you've got all your your incredible stoic philosophers and what have you, but this is more of a modern day philosophy. It's by a guy called Eli Long. He does amazing YouTube.
>> Not Clav.
>> No.
>> No. Okay.
>> Kind of look like Clav. Don't does he look like Clav.
>> Anyway, he sits in a cigar. He sits in his his garden with a cigar smoking and just talks to camera and his whole thing is like >> just like Max life, bro. Just [ __ ] do it.
>> What does that mean though?
>> What it means is like you've got like the >> you got the dumb person and the really smart person. They both do the really simple thing. And what most of us are doing is we're in the middle of that where we're like >> trying to think about everything, trying to ruminate around our ideas, like overthink it, over complicate it, trying to figure out what to do. Max is just like [ __ ] do it. His whole thing is like just just like Max life just [ __ ] do it.
>> That's what you come at. BUT AT THE SAME TIME, I understand it philosophy.
>> That just really shocked me that that's what came.
>> This is a new I'm in the presence of like something special.
>> Break it down then in lay.
>> No, no, no. Now we need the quote.
>> All right. All right. Right. Right.
>> Oh, is that not the quote?
>> No. That was the uh philosophy.
>> Okay. Where where's the lens?
>> Oh, no. That one. That one right there.
He's pointing at it >> down the lens. Okay.
>> I mean, I don't know if it's a quote, but I'll just hit it. It's >> just just hit it, bro.
>> Honestly, I think my life experience has taught me that you can achieve so much more than you think you can achieve, but you just need a little bit of belief, a little bit of momentum.
>> You've got it.
>> Damn. I You know what I just heard in the back? I heard the little the mango song.
>> What is it?
>> Yeah. Yeah. Yeah. Yeah. Yeah.
>> I like that. I like that.
>> Yeah. I mean, it wasn't like I >> like What we got? We got throw a pebble catcher stone. We got you never leave.
Never >> the recent one. The recent one that banged was so good.
>> Oh yeah, you. This was really good. I >> already forgot it.
>> That's what I mean. Like I said this myself.
>> Yeah, it's good though. Type in chip.
No, no, no. It's chip. Not fellas.
>> It was on fellas loaded.
>> Oh, did you put it on loaded?
>> Oh, it is on there. If you knew you were 100 nos away from your dream, think about how excited you would be every time somebody told you no.
>> You know what? Cuz I was trying to think about it as I've said it. It's actually helped with the delivery cuz I've not rushed it. I've taken my time with it and I've delivered exactly what the people needed.
>> That's it.
>> That was good. Look guys, we're going to wrap it up there. We We've had an absolutely incredible episode.
>> Long overdue, actually.
>> Thank you very much for coming on the pod. It's a pleasure. You still got big hands, you know.
>> Good to see you again, my boy.
>> And uh, of course, if you haven't already, um, go and check out, we'll leave all Joel's link down below. Fan view, the full works. You can go and try and add to the 100 million run rate if you want.
>> Got a mini dock dropping.
>> Mini do. Where can they find that?
>> Ernie on my YouTube channel.
>> On your YouTube? Wait, so you're going to tell me on your YouTube channel?
>> There's an upload coming.
>> There's a video coming. All right, put the note. He's on.
>> There you go. Keep your eye on.
>> There we go. All right, guys. We're going to wrap it up there. Thank you very much for listening. If you haven't already, make sure you subscribe. Give us a five stars on Spotify. We'll see you all next time. Bye-bye. God bless his country and God bless you JX.
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