Today’s episode is with Rob Barnett, CEO/Founder of My Damn Channel. Rob had a long career in TV and radio when he founded My Damn Channel in 2007. Think back, in 2007, YouTube had been purchased by Google already, but it was nowhere near the behemoth it has become. Rob and his team took the bet that as online video continued to unfold, YouTube would mostly serve as a popular video aggregator, but that both consumers and most importantly, advertisers would need a place to go for premium, original content. My Damn Channel is just that place. As Rob puts it:
“For us, the approach has always been the quality, the selection . . . so on the internet it is important to steal some of the playbook of traditional media. They have always put the best in front of the most.”
This plays into the ‘content is king’ sentiment, but according to Rob it’s more than that. “Content is King and Queen,” he says. My Damn Channel takes the most popular talent online and creates (ideally) enough traction to inspire advertisers to join in, support it, and then help them create branded entertainment of their own. To me it seems Rob has found the perfect formula for bridging the gap between the safe traditional TV you-know-what-you-are-going-to-get model and the online quality-can-be-questionable video model.
My Damn Channel works with brands like Adobe, Southern Comfort, Subway, Fiat and most recently did a successful campaign with 711 to help their star Grace Helbig of Daily Grace decide whether or not she should move from NY to LA. The 7Election campaign (obviously timed along with the recent presidential election) generated 42,000 votes in the first day alone.
As a consumer, if you have not heard of My Damn Channel, go check them out to see Grace and celebs like Adam Carolla, Jimmy Kimmel and Coolio (yes, you read that right – Coolio!).
As a brand/advertiser who has perhaps avoided supporting online video, they are absolutely worth checking out.
Tune into the full audio below, or find us on iTunes or Stitcher.