Sanders Jr. effectively demonstrates how to weaponize proximity into a high-yield digital asset in the modern attention economy. Yet, his success serves more as a case study in leveraging inherited social capital than a replicable blueprint for the average creator.
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Deion sanders jr pt.2 : MADE $220,000 first month on YouTube at Colorado universityAdded:
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I'm giving you free $5. Go ahead and use that and run that bag all the way up. Be like me. Three. Yeah. Damn, the the NILs, right? We see what and Shedeur was like with Nike and Gatorade the big Yeah.
>> how you really use your NIL, right? It's not really a collective.
>> Yes. It's different. It's it's yeah, it's different. It's it's very different. You know, now the collectives be giving boys What? Say you get Say you get 300 a year. Right.
So, that's a lot of money. People be trying to act like that's not Bro, 100 a year is a lot of money.
But, say you get 300 a year, that's 25,000 a month. Bro, when we was in college our my my at SMU you got 1,800 for a stipend. And you feel like a boss with that.
>> Yeah, you bro, you was just wilding out with that 1,800.
>> like I got my little Pell Grant, but What?
>> [laughter] >> That Pell Grant. Yeah. You get average, get a couple of George. Yeah. Yeah, some Dior. So, I can only imagine like and that's on a low end. Right.
>> So, these kids these days 300,000 what?
This school said they was going to give me six or five.
>> Right. And it's just like, damn bro, these kids getting this much money?
Yeah, they are.
>> It's really it's it's it's a different day and age, bro. Have you seen any kids that you know like do something good with their money right away? Like what But I be probably the Caucasian ones probably and put them to the side.
>> [laughter] >> Like I'mma put this here, put this here, get a little business, you know, a little stock. Have you seen anybody do that?
Uh quite I mean, a few people. A few people uh A few people learn like they were taught different things growing up and just you know with social media. You've been watching you. You know you learn a lot of different things. So But I mean some of them Bro, you supposed to do some stupid [ __ ] bro. Yeah, you you got to you got to I was doing stupid [ __ ] 4 years ago, 3 years ago when I really just made start really making a lot of money for the first time. Like Then you just think like what happened to all this money? But you you got to get that out your system. So like now I can Okay, now I'm smarter with my money.
Now I'm not just buying just dumb [ __ ] or every pair of Chanel shoes they have.
>> Oh, you was Chanel crazy beginning, boy.
>> Yeah, yeah.
>> the Chanel god.
>> Like I own every single pair of shoes they have or men's shoes and it's just like Now I just wear our shoes. I ain't even wearing Chanel shoes in a minute.
Right. So it's just like what what what am I doing? You just think you get older. You know you get wiser. You like bro, I'm tripping. Yeah. I call it like a economic evolution your mind goes through cuz when I like I was the same when I first got money is documented. I mean I went I can't I don't think nobody ever went that crazy.
>> [laughter] >> Not no six super cars mentioned in my humble opinion. I went to the maximum capacity of human beings.
>> No, for sure.
>> And um even though it built the brand, right? But it was still I could have did something else with that money. So that's why I try to give back and teach that.
>> it definitely helps building the brand.
But then after the brand's built or then after you even just look you look in the mirror and you comfortable with yourself and stuff.
Bro, I could wear any shoe. I don't got to have these shoes. I get on I don't got to do this. I don't got to do that.
But it's a blessing God gave us the the Nike stuff. Now we wear our own stuff, but it's just like Bro, I don't need this to up me. Right. I'm up in this. No question.
>> Yeah, I could wear I'll be wearing my little Zara tees. You know what I'm saying? I'm You you still turnt up out here.
>> With a sprinkle of well off for you on there. Yeah, exactly. Yeah, >> [laughter] >> that's how you do it. You know what I'm saying? And it's evolution and um that's why like I said I told your dad definitely want to go there and talk to the kids about building their own brands immediately. Getting their logos, getting their you know their statement message out and having their own [ __ ] from the seed. So, even if you, you know, go big, you go to Nike house, Shedeur went to Nike, or you how you I saw your own shoe and everything. I got this already. Yeah. What's up? What we doing? I'm coming with this with you I mean, add to what I got, or I do it on my own. Yeah. And that's the blessing.
So, boom. How was that first year at Colorado? Like all the the the the glitz, the glamour. Your channel going through I know you made Ms on that channel. I know YouTube. I know what you were doing, boy.
You know what I'm saying? Yeah. How did that feel that first year when everything has went cosmic at the same time?
Bro, I answered that to answer. Yeah, let's say you sales made crazy numbers. The the first month, crazy numbers. The first month we got there like December 3rd, 2000 22.
That's when we first went out there after our Jackson State game.
Bro, then we we had a commercial the next day for like the Super Bowl. That was that was going to air during the Super Bowl.
Yeah. I forgot what commercial was, but so we flew to Colorado and flew to LA as a family the next day.
And bro, I I look you know on YouTube it tells you what you made. Right. [laughter] Like so today at like around 4:00 or 5:00 p.m. you see like what you made yesterday.
Bro, I got that alert. I showed my homeboy. I said, "Bro, I think they like this got to be like malfunction or something." Right. Off of just those two videos. It was like Bro, that whole say like 80 something thousand from I mean Hey, yes. I said, "Bro, hold on."
I said, "I'm not Bro, and I told bro, I was like, "Bro, I'm not going to get happy cuz this this this got to be like a mistake. This ain't this ain't right."
Yeah. But no, that whole it was correct. Then that month, just that December you I made like what? 200 and something thousand. I'm just like Damn, boy is really making a lot of money off YouTube out here.
I made 200 something thousand one month off YouTube. Like that [ __ ] is crazy, bro.
>> Right. And then you still didn't really know what you was doing. You didn't know, okay, the videos got to be 8 minutes or above 8 minutes. Then, okay, you got to keep their attention for this long. Like the watch time You still didn't know. You was just like, cool, I'm just posting [ __ ] And it was working, by the grace of God, but now that it was crazy. But now that whole first year outside of that the whole first year for that was a blessing. Don't get me wrong cuz the views Yeah, the views and everybody even to this day it's still a blessing.
You know, it's it's not It's still It was different. Don't get me wrong with Travis, with Shaddur, with Jimmy Horn cuz them boys are some characters.
>> movie.
>> Yeah. That that whole They got to make a documentary of that. Netflix got to come to you, get your footage, get that sign off, you know what I'm saying? And make that a documentary. No, them boys are some characters. Johnte Johnte all them uh everybody, bro. Like everybody was They're legit characters. And it was like a big ass family. Yeah. Even the first year when we was getting our head beat in. We got our head beat in last year, too. But But even the first year when we got our head beat in you still had Shaddur and and and Jimmy Horn. You still had Travis, so you still It's still close games.
Only blowouts was Oregon and Washington State and nobody even played in the Washington game, but it was still close games. So, even though you was getting your head beat in, you only losing by a touchdown. So, people see the potential and there's still characters. Like bro, Travis in the middle of a game Travis will come to the sideline and just joke around with you. Like he'll do a catch a pick and then just come into the sideline and joke around with you, say some wild Yeah.
It's like that That's just how he played the game. Like he takes it serious, but he's having fun. Right.
>> So, he'll just come say some corny just some just stupid. I can't even say the type of stuff he would say.
>> Right.
>> [laughter] >> But But yeah, but it'll be funny and people be like, dang, you supposed to be super serious. You be No, it's just you had specific like characters. You had different personalities, so it was always fun. And then their relationships, how Travis and Shaddur would argue hard as hell before a play started and then go score.
I don't know. It it it was just cool that I don't know. I miss them days. I really do miss those days.
>> you do. You know what I'm saying? More ways than one. Yeah. Yeah.
It's >> [laughter] >> dog like Hey. You see that laugh? You see that laugh? You see that laugh?
>> You said more ways than one. That's that laugh into the bank laugh. I remember I was telling the D-coordinator last year.
That's my dog. Yeah. I call him right.
He's not there no more. He's a he's at the Broncos now. Okay. Dope. He was like, "So." I said, "Yeah." I said, "Y'all boys the money up, man."
>> [laughter] >> I was telling the D-coordinator. He was just laughing cuz he cuz he just he already just knew everything. Yeah. He was like, "So how So how many views do the game day vlogs get now? Like with all the losses?"
I said, "Dog, even when everybody was here after a loss, it wouldn't be hot because people don't people like the way I record it, the way I do things, they everyone feels like they part of the family.
>> No question. So it's like I don't want to relive that loss. So like game day vlogs after a loss, you wouldn't get a lot of views. It'll be like 80 to 120. Right. Like in the the first 24 hours. Right. Which at that time it's like, "Bro, what the heck? I'm only getting 8,000 views?
Like this is terrible."
You know what I'm saying? But I'm like and so he I'm like, "Now, dog, I ain't going to lie to you, bro. Them hoes probably get 20 to 40."
>> that.
>> [laughter] >> That's how Vido that's how JD you get to life because Yeah. you you would have prayed for that when you first start doing the YouTube. You got 8,000 views you'd have celebrated it backflips. And then when you went so high, now you get that like, "Man, that ain't it." Now you get 20 like, "Damn." Yeah. That's crazy how cuz YouTube game is a crazy game.
Once again, I'm 10 years in this So I know how it goes and there's so many ups and downs. Oh, for sure.
>> wins, right?
>> Bro, I was telling Shaddur that. Yeah.
Shaddur uh You know Shaddur just started his social media journey. Yeah. He's like, bro, it got to be something wrong with YouTube right now, whatever.
I said, bro, the summer months is the views be low. Some of like, bro, this time of year it's like that. He's like, bro, this video this video should have got a hundred something, two hundred something thousand. I said, bro, it's just this time of year, dog. This time of year it's it's not it's not made for us.
>> and aggra- for one, to be real, when you black and you real, it's going to be already so difficult. It's it's a hundred times more difficult, right? Cuz it ain't that's not our audience. And then when you older, it's a kids game and YouTube play to the kids and that's where the ads come from for the most part. So, they're not going to push you out for the most part. They control that.
So, if you could spark on there, especially as a black person and being yourself and not doing no weirdos, that's a miracle because it's not been designed for that. So, I tell people any any time you can get some views on there, but make sure you have a brand and things outside of it. Don't depend on the views. Build your brand. Have your clothing. Have products. Have sponsorships. That's where the bag's going to come from. Do not depend on those views cuz you can't control that.
Especially you a black man, they ain't going to push you like that. Yeah. And you ain't doing nothing goofy. Oh my god. You know what I'm saying? That's how I felt. I'm like, dog, I'm going to be the biggest in the world. How I'm not? No one got these cars. Nobody talking like me. But I ain't pushing the agenda. I don't drink. I don't smoke.
Never have in my life. That's why I put your dad. I'm the same way.
>> I'm the same way. From the seed. You know what I'm saying? So, it's like I'm not pushing their propaganda. But I still make so many other, you know, moves that I ate so good. So, you know, Shallow doing his thing.
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