Podcast notes – Pat Flynn, If I Was Starting a YouTube Channel Today

Caleb (co-host)
-Posted first vid in 2013, about a random piece of technology, played around for a few years, wasn’t until he made consistent videos that he learned how to grow it
-Works closely with Pat, it’s a side biz
-General advice: The people who click your videos will be interested in the topic, they want to be there – don’t worry about people who don’t care or aren’t interested

You don’t need a fancy camera

You don’t need a huge elaborate spectacle to get a lot of views (eg, Mr Beast)

Everyone wants the magical 1M subs, but you can have a solid business in 10K+ subs range

First thing to start a YT channel – Don’t start recording right away
First, figure out who you’re creating videos for – YT will help connect you to those people!

Pat Flynn – entrepreneurship was his niche, started really focusing on it in 2018
But even entrepreneurship is too broad, so many sub topics – he gets a “come and go” audience
You want a “come and stay” audience

My YouTube channel is different because ________
(Fill in that blank)

Follow other channels and watch videos in your niche – find out what viewers like and dislike
Read the comments for research
Study the engagement graph to know what parts people watch the most and least

“If you help YouTube succeed, they will help YOU succeed”
Make “click and stick” videos – it’s all about engagement and watch time – it’s legit-bait not clickbait

YouTube knows you better than you know you

**START WITH THE TITLE** – think about the title first, then create video to support the title
Write 5 titles, and pick your favorite
If you can’t get a good title, move on to a different video
Faces generally do better – a reaction face, surprise face – especially your own face once you have somewhat of a following

Have different text in thumbnail graphic vs actual video title
These text must grab their attention!

SEO / search is lowest source of views on YT – highest is BROWSE and SUGGESTED

Thumbnail is probably most important thing – Mr. Beast at summit spent an entire talk about thumbnails, different colors and versions

Most views should come from Browse / Suggested / Search – because that’s new viewers, that’s growth

So you got people to click – now how do you guarantee they’ll stick around?
Need a good HOOK to get them to stay watching – watch Mr Beast, immediately you’re pulled into the world and know what’s going to happen
75% retention at beginning (after 30s) is good – all about the hook

“When we cringe, we learn” – so much cringe looking at your old videos, but that’s how you get better

Retention tips
-add chapter marks / bookmarks so people can jump to where they want, also helps with search results
-story – tell them what’s at stake
-add B-roll – quick transitions, variety

1K subs / 4K hours watch time unlocks monetization
Affiliate marketing is great way to get started

Pat’s been on YT since 2009 – so when he creates a new channel today it can grow quickly – but don’t compare yourself to that

Make videos about products you like, because those brands will pay attention
Timing is important – being first product review video is really helpful

Intro yourself and your channel throughout the video – don’t just rely on a big slot at the beginning

Podcast notes – Peter Zeihan (global geopolitical analyst) – Meb Faber show

Peter Zeihan – geopolitical expert, author of new book “The end of the world is just the beginning” (his 4th book)

Lives in Denver

FIRST THEME: De-globalization – US changed world system after WW2 – used navy to patrol global oceans to enable global trade, IF you let us manage your security policy, “guns for butter”, but now US is pulling back from this

SECOND THEME: De-population – urbanization > fewer kids; baby bust so entrenched that most major economies have shrinking demographics now, passed point of return in 90s-00s; running out of workers, labor shortage

**1980-2015 we were in perfect global moment – Cold War winding down, US protecting oceans, global trade growing
But now heading into a fundamentally new – and more uncertain and chaotic – age because of the above 2 themes

Most models of economic growth were based on rising population – but that’s no longer a reality for most countries

**British took 7 generations to modernize, US took 5, China took just 1 – because each learns from the prior

But China also condensed all that economic activity and growth into one demographic generation too – precipitous decline in birthrates
Beijing and Shanghai have lowest birth rates of any urban center in all of human history

Developed world:
US, New Zealand, France have relatively good demographics
China, Japan, Russia have bad demographics

Developing world:
**Argentina, Mexico have good demographics

Once you urbanize, child-raising costs are very high, hard to subsidize this
-Russia tried in 2000s to give cash prizes to every woman with 2nd, 3rd child – but a lot of women would have children and then leave them at the orphanage, now millions of orphaned kids
-Swedes gave 6 months paid leave per baby, but it led to no employer willing to hire women under 35yo

Chairman Xi has stronger cult of personality than Mao
No advisor wants to provide him any information now, too afraid
Putin lied to Xi about Ukraine, none of Xi’s advisors were willing to tell him the truth, and Xi was surprised by Russia’s subsequent invasion
Xi has removed all future government leadership talent because of purges and extreme control
China is preparing for future where economic growth isn’t basis for legitimacy, but rather nationalism – you can eat as long as you’re loyal to party
Covid lockdowns because the homegrown vaccine doesn’t really work
Shut off phosphate exports – because of internal concerns about food security (Russia stopped potash exports, both are key fertilizers)
“This is a national collapse issue, not a recession issue”

How to reduce these risks as a nation-state
-increase diversity of suppliers
-**shift from “just in time” to “just in case”

Global food shortage going to begin Q4 of this year
-already too late for this year’s crop yields
-so tightly integrated / mutually dependent that when you have break in one link, the chain breaks

**Peter believes we’ll lose 1B people because of de-globalization and ongoing food shortages

Ukraine is just one step in many for Russian expansion to ensure its own geopolitical survival
Russia has failed tactically in war – will lose if they face US armed forces – which leaves nukes as only remaining option
Must kill Russian military entirely in Ukraine – otherwise Russia will eventually invade NATO countries and force US into war
Russia has more guns, tanks, people – will eventually rollover Ukraine if Ukraine + allies can’t win by summer

Germans are trying to figure out how to live without Russian energy supplies, seems only nuclear power will enable that in a short time frame

For China to invade Taiwan, scale of casualties will be 5x greater than Russia invading Ukraine (because water = moat)
China actually doing less business with Russia since Ukraine invasion started
China would be more hurt by sanctions (than Russia) if they did invade Taiwan

Most non-consensus belief:
Peter believes inflation today is high, but it will actually be the LOWEST it’ll be for the next 5 years (!)

What he’s changed his mind about:
Shale revolution has become a lot more economically viable than he thought, even though he was initially more optimistic than most

Why Russian ruble is doing well even after invasion?
Government forced every Russian exporter to put 80% of earnings back into ruble – helping stabilize the ruble
Spending all of their foreign currency to strengthen the ruble
“Starvation diet in the long run”

What countries will do well in this new world?

France – see EU as political project not economic one – if EU suffers breakdown, France never fully integrated their economy (as much as say Germany), won’t suffer as much if EU ends

Argentina – second best geography after US, self sufficient in most energy and all food needs
Despite disastrous domestic management, they’ve muddled along, and they’re used to disorder, will do fine in this more disordered global system
WW1 – Argentina was 4th richest country in the world

Where does Peter get his info?
Local news sources have best info on what’s going on, but very time consuming
Among world media sources, Al-Jazeera global news is very good (Mideast news is very biased)

Podcast notes – Palmer Lucky (Anduril) – talk at All-In Summit

Starting Anduril, raising VC was hard despite having sold Oculus for $1B+ – lots of hesitation / resistance against national security, building tools used for violence

Ukraine war has shattered view that we live at end of history

Defense procurement today is slow, broken

US has strongest commercial AI, followed closely by China
But the defense contractors (the Defense primes) are far behind in implementing AI / autonomy – more AI in John Deere than Department of Defense

Putin: “Ruler of world will be one that masters AI”

Defense primes don’t have access to best talent or tech
Yet the best talent, tech cos, are prohibited from working with them

After Oculus, Palmer wanted to use his money, reputation to do something unpopular

1951-59 – built 5 generations of fighter jets, 2 generations of carriers
Now we’re lucky to do one of them in a decade

After Cold War, US government wasn’t a great customer for military investment

Lots of these companies opposed to working with military – but it’s a smoke screen to preserve access to China markets and capital, it’s for self interest

Once armed conflict breaks out, we’ll realize how dependent we are on our adversary (ie China)

Wars happen if one or both sides mis-estimates probability of winning – if both agree on probabilities, they’ll negotiate / compromise

Blamed Jason Calacanis and others like him about losing his job at Oculus – “destroyed me…still filled with rage about it…”
Upset about JCal’s personal attacks, especially about his family
Palmer donated $9K to a PAC which created an anti-Hillary billboard – start of massive controversy
Why was he fired from Facebook? “Clear that a lot of people in media and tech…kept attacking me…Trump winning was what made it un-tenable”

Pmarca – feels safer to be in the mob, you’re part of the group, and you also get to attack

Andrew Bosworth leads Oculus @ Facebook now – it’s about being on right side of politics (he was extremely anti-Trump)

Lots of people at FB won’t reveal their politics if they’re right of Bernie Sanders for fear of losing job / reputations

Palmer is Republican, his Anduril CEO is Democrat

Chamath – invested in seafaring drones – had DoD contract opportunity, but faction inside team was opposed to it, resulted in a 3 year detour to make a weather app, but now back to working with government contractors which was right move

“Broadly technology industry needs to support military” – but people can choose where to work

Anduril is ~1000 employees now

VR is final computing platform – “it’s not the next one…it’s the final one”
Why is VR not massive yet?
-need more popular content to build self-sustaining flywheel
-need to improve on device quality, weight, cost

Effective use of drones in Russia-Ukraine conflict – cost asymmetry between $200K drone that destroys a multi-million tank

Anduril has $1b contract to do counter-drone work; Russia doesn’t have that tech
Cost-plus contracting is standard – everyone incentivized to build most expensive systems, not just prime contractor but also all sub-contractors – because you also get a % of that!

Anduril uses own money, builds own products – talk deeply to government about its problems
Go to government with working product, instead of just a whitepaper

US can ship weapons to Ukraine because of allies like Poland

Jason: what would Taiwan conflict look like?
-could be a drawn out blockade – economically strangle them, prevent weapons from coming in
-Taiwan doesn’t have tools today – maybe a decade ago they did – but China military tech has been ascendant
David: How vulnerable are our carriers?
Extremely – designed to project power when you have uncontested air superiority
One carrier = 5K lives lost with one hit

“If you did that to Kara Swisher…she woulda pulled you off stage”
Kara calls Palmer a “douchey man-boy”

If you care about these issues – changing your Twitter PFP isn’t enough – or who are silent

China fighting strategic and economic war against us for a long time
Hollywood promoted delusion that we can solve any problem in the last second

Podcast notes – Irving Azoff, Daniel Ek, and Tom Freston on the music industry

Panel is from 2014 (!)
Listened because I wanted to hear from Tom Freston

Irving Azoff

Live music has never been stronger

Recorded music as % of artist revenues has dropped from 30-40% to 5% in last 10 years

Daniel Ek – founded Spotify at 23, college dropout, rejected from Google job

Thought Napster was most amazing invention ever
Discovered so much music, but didn’t work for the artist

“Make something more convenient than piracy” and people will pay for it

Took 3.5 years to get the first licenses – lost his hair through the process (a joke)

Spotify 10M subs (vs Netflix 350M)
Music always had some form of free – unlike most tv/film
Seeing a lot of interesting global behavior – eg, turned on Turkey, saw bump in German subs because of the 4-5M Turkish people living in Germany

Spotify is a platform, not in business of direct to artists
Long successful partnerships with labels

Whenever an artist tours, their tracks always make Top 100 in that city

In Sweden, streaming took off first, and most valuable aspect Spotify provided was transparency, which gave everyone more data to better negotiate deals, for artists to understand what’s happening

Paid ~$1B that year (2014) for rights (to labels)

Listeners can follow artists – now artists have direct communication with fans

Streaming is biggest change since inception of recorded music

Tom Freston – led MTV for many years

Started MTV with no experience, no money, but a team that was passionate about music

Record industry notoriously resistant to change, resisted all new media formats including stereo

Once you get young artists, discover you can sell records, the record companies change their minds

Any enduring youth business always comes from outsiders – MTV, Vice

More music than ever, but doesn’t drive culture same way as 80s, 90s – tech culture seems to have replaced it

Used to think people would never watch sitcoms on phones – but that’s what the kids do now

Podcast notes – Bill Simmons (Grantland, Ringer) on Peter Kafka’s Recode Media

Guest: Bill Simmons
Host: Peter Kafka

Bill sold Ringer for $250M to Spotify just before pandemic
HBO helped a bit, but he was primary investor
Gimlet had sold for $200M a year earlier

When he launched Grantland in 2007, felt podcasting could be a big thing
ESPN didn’t recognize that, was a source of tension

For first few years, podcasting just felt like fun, was trying new things, taking chances
Podcasting as listening-on-demand
Started getting more fans on street saying “I love the podcast”
Random jogger with headphones pointed to him, “I’m listening to you”
Listening on commutes, at work, while exercising

Initially there wasn’t much competition – just Marc Maron – easier to get celebrities, was like a first date with guests
Now in 2022, all celebs have already been on podcasts, know what it is now
Guests are less interesting now – they’ve already been on many podcasts
Now it’s more about reactive content – about what’s going on in the world, analysis and commentary

Major change is speed at which people react and consume media

The Ringer – trying to figure out how it differs from Grantland – realized it was the speed of reaction, and coverage across multiple channels (blog, video, audio)

Rewatchables is their most successful podcast library – have done 250 movies now

Grantland was sports + pop culture, lots of people didn’t understand how they could combine

What do people care about? “We need to be there”

Netflix’s mistake – binge model doesn’t work for all shows – like Stranger Things (could have gotten 8 weeks of content and commentary, instead of 1 week)
Netflix has so few water cooler hits – would be great to stretch out the this for multiple weeks, give people time to digest each episode

2008, didn’t know repercussions for anything (for social media content) – now it’s just the price of having a platform

Third decade as a national media personality
Prefers when things are quiet, being ahead of curve, talking about stuff he’s really interested in

Spent a lot of time on Ringer film content
Didn’t like doing TV that much – like his former HBO show – podcasts have replaced that format
Players now have their own pods (eg, Draymond)

Last successful new Late Night show was James Corden
But think about how many successful new podcasts have launched in the same timeframe

Spotify built $Billion compound in LA
Adding more video content to audio now
Video very important to Spotify now

Son likes to watch YT clips of Bill’s podcast
Young people just staring at phone, have to win their attention in 2 seconds
Will next gen listen to podcasts? Kinda scary

Sabermetrics really hurt baseball – misses the narrative and story focus
eg, Jeter v Ichiro, do more eye tests, debate it all day, instead of just talking on stats

Football is fun because of the randomness – season to season, teams and individual players, high variance, easier to debate
Tougher with other sports

Went to Spotify in part because of the data on listening behaviors, content, can spot opportunities, eg, Derek Thompson (great writer) – wanted to work with him for awhile

Assessing talent for writing vs podcasting is different skillsets
Grantland had 9 out of 10 of the biggest podcasts at ESPN – value of cross-promo, a combined sensibility / package

Spotify helped with infrastructure, let them focus on what they’re good at, Spotify strong position to be audio leader
For first 2 years of joining Spotify, they were all remote and doing everything on Zoom
Similar vibe to when he joined ESPN, felt like they had momentum, were growing, market leadership, lots of potential (clarified that ESPN didn’t fire him, but didn’t renew his contract)

Runs global sports for Spotify, developing a comprehensive global strategy
Basketball, F1, Soccer – thinking about it globally, leveraging Spotify’s huge audience and tech and resources

Spotify video player will eventually have live content too
Can you watch Euro League championships on Spotify? Day 1 of Coachella?

Spotify’s only been in content seriously since 2018 – lots of progress in a short time

Still has a few years left on his Spotify deal

150 employees in his Ringer universe now
Returning to a normal office / working situation
Feels like Grantland in 2014 – cool checkpoint – getting inbound, momentum, opportunities

Dream podcast guest is David Letterman
Only other time he had nervous energy was Larry Bird (even more than Obama)