How MKBHD Became The Most Powerful Man in Tech

Jon Youshaei・2 minutes read

Marquez Brownley reviews products based on interest, maintaining transparency in sponsor relationships and emphasizing quality content over viral success. He carefully manages his time, prioritizing honesty in reviews, and has entered a unique partnership with Ridge to create high-quality products for consumers.

Insights

  • Marquez Brownley prioritizes authenticity in product reviews, avoiding conflicts of interest by declining sponsored deals that may compromise transparency. He maintains independence by not sharing reviews with manufacturers before publication, ensuring unbiased content creation.
  • The collaboration between Marquez and Ridge showcases a unique partnership model where a creator gains equity, a board seat, and input in product development, highlighting the potential for creators to work closely with established companies to create innovative, consumer-focused products.

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Recent questions

  • How does Marquez Brownley review products?

    Marquez reviews products based on interest level.

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Summary

00:00

Marquez Brownley: Honest Tech Review Influencer

  • Marquez Brownley reviews products based on their level of interest, with most products falling in the middle range.
  • He finds products extremely good or bad to be particularly interesting for review.
  • Marquez receives around 200 emails per day, personally managing his inbox and calendar.
  • The responsibility of being a tech YouTuber involves influencing purchasing decisions and maintaining transparency in sponsor relationships.
  • Marquez has never reviewed a product he was paid to do so and never shared his review videos with manufacturers before they went live.
  • He declined sponsorship deals that could pose a conflict of interest, especially from companies in the tech industry.
  • Marquez's income distribution is approximately 60% sponsors, 30% AdSense, and 10% other revenue.
  • He emphasizes the importance of focusing on creating quality content rather than chasing viral success.
  • Marquez's time management relies heavily on Google Calendar to organize his busy schedule efficiently.
  • He advises smaller creators to prioritize honesty in reviews, even if it risks losing access to products for review.

13:32

"Studio team crafts engaging YouTube content"

  • The team at the studio has production days for shooting and non-production days for editing, writing, and brainstorming.
  • Opportunities have been declined due to the focus on video production, leading to missed exciting events like a car launch in Germany.
  • The creative process for YouTube videos involves scripting, with a focus on engaging intros to hook viewers.
  • Product reviews aim to entertain and educate viewers, providing value beyond just specifications.
  • The Cybertruck review video focused on the truck's design and its impact, with quotes derived from discussions at the studio.
  • Scripts for videos are used during filming, with a mix of scripted and off-the-cuff delivery.
  • The delivery to the camera is natural and conversational, aiming to engage the audience without being overly animated.
  • B-roll is planned in the script to complement the talk-to-camera segments seamlessly.
  • Video content is mostly scripted, with some improvisation for added points or corrections during filming.
  • Video ideas are chosen based on trending products, announcements, and audience interest, beyond just tech reviews.

26:31

"Thumbnails: Design, Branding, AI, Growth, TickTick"

  • Thumbnails are a mix of intentional design and trial and error, drawing inspiration from various sources like TV shows and other YouTubers.
  • Thumbnails must be visually appealing and intriguing, often requiring a balance between simplicity and capturing the essence of the video.
  • Different thumbnail concepts are discussed, such as AI, smartphones, and product reviews, each requiring unique approaches to stand out.
  • The importance of branding in thumbnails is highlighted, with recognizable elements helping viewers identify the content creator.
  • The value of the MKBHD brand is discussed in relation to partnerships and potential offers to buy the channel.
  • The balance between work and personal life is emphasized, with the creator engaging in professional Frisbee and prioritizing time off from technology.
  • The creator's approach to growth and creativity is discussed, focusing on healthy development and trying new things rather than solely pursuing growth.
  • A productivity tool called TickTick is recommended for task management and idea organization.
  • The use of AI in brainstorming and content creation is explored, with chatbots assisting in generating video ideas and alliterations for video summaries.
  • The potential risks of deep fakes and the creator's acceptance of the possibility of being targeted are acknowledged, with a suggestion for shared monetization of deep fake content featuring the creator's likeness.

39:13

Enhancing Video Analytics, Simplifying Uploads, and Collaboration

  • The CEO of X aims to enhance video analytics on the platform, focusing on video upload analytics for better understanding of video performance.
  • The CEO of Instagram plans to simplify the process of uploading and viewing landscape videos by integrating this feature into the platform.
  • The CEO of Facebook suggests improving video tools and analytics to retain users who left for other platforms like YouTube.
  • Ridge CEO, Sean, discusses the popular Ridge wallet, revealing over $500 million in lifetime revenues and plans for further growth.
  • Sean offered Marquez a partnership, including a $1 million creator offer, aiming to collaborate on product development.
  • Marquez initially hesitated but eventually saw the potential in the partnership, appreciating Ridge's product expertise and willingness to align with his vision.
  • The partnership agreement includes cash compensation, equity, and Marquez gaining a board seat in Ridge, allowing direct involvement in decision-making.
  • Marquez sees the partnership as a unique opportunity for creators to work closely with established companies, leveraging their experience and insights for product development.
  • Ridge and Marquez are working on Ridge X MKBHD products, including custom colorways and patterns, a Signature Series, and an Expansion Series for new product categories like water bottles.
  • The collaboration aims to combine Ridge's manufacturing expertise with Marquez's creative input to create high-quality products that resonate with consumers.

51:08

"Efficient Collaboration for YouTube Success"

  • Building YouTube videos externally would cost $10 million over 10 years, making it more efficient to collaborate.
  • Converting someone into a successful YouTuber is indeterminate; it's a unique skill set that can't be quantified.
  • The process of creating products and videos involves personal interest, audience appeal, and collaboration for success.
  • Ridge aims to expand from wallets to various leather goods, bags, and eventually a wide range of accessories.
  • Future products at Ridge will focus on enhancing everyday carry items based on user preferences and market trends.
  • Transitioning from traditional media to digital content is a growing trend, offering new opportunities for creators and brands.
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