YouTuber Maxx Chewning:
This is November projec— not projections, these are, like, actuals — November, just for Target. Just for 1,900 stores, and we’re in 10,000 actual locations. But, just for Target, 1.1 million bags of candy going to Target in November. Just November.
In addition to moving 1.1 million bags of his fully-owned candy brand through Target last month, Maxx just picked up Hobby Lobby, and is currently in talks with 7-Eleven.
As you may know, Maxx was a part-time fitness YouTuber with a full-time office job he hated just a few years ago.
But he was aware enough to begin capturing his viewers to his own platforms.
Maxx started small. Really small. He’s not small anymore.
I know I can sound a little down on YouTube at times, but I actually love it. YouTube is quite literally the best, least evil social platform operating today.
But the fact is, too many creators continue to rely dangerously on what is, essentially, a great but understandably self-interested distribution tool.
YouTube is very creator-friendly (as platforms go) but has an obligation to look out primarily for itself and its shareholders.
As a creator, you need to understand the importance of being in your own corner. YouTube is not in that corner, nor is it their responsibility to be.
Own a platform of your own. Capture and lock in the business and economic power that your countless hours of creative production and uploading have made possible.
YouTube creators like Maxx have understood the assignment, and done exactly that.
(Btw, did you notice that Maxx is still doing ad reads on his channel? @ min 11:13. As a smart platform owner, you may, indeed, have your cake and sponsors, too.)
— Tang
Maxx Chewning’s owned platforms are: Sour Strips Candy and Ever Forward Apparel.
