Creator Science Podcast - Episode #223: ChefPK – How this YouTuber Makes Merch People Actually Buy

Host: Jay Clouse
Guest: ChefPK
Release Date: November 5, 2024

Introduction

In Episode #223 of Creator Science, host Jay Clouse engages in an insightful conversation with ChefPK, a renowned cooking YouTuber whose anime-infused food channel has amassed an impressive 67 million views. This episode delves deep into ChefPK's unique approach to creating merchandise that resonates with his audience, exploring his journey, revenue strategies, product development, and the innovative "Cooking with Chaos" project.

ChefPK's Journey as a Creator

ChefPK reminisces about his transition from a traditional career in hotel management to the dynamic world of content creation. Reflecting on his early days, he shares:

"I was working in a restaurant, wasn't very happy with my career at the time... I felt like I needed to share more and just maybe be a part of something bigger."
[05:11]

This pivotal moment led him to merge his passions for food and anime, creating a niche channel that combines reaction videos to food scenes in anime with practical cooking tutorials. He emphasizes the importance of aligning content with personal interests to foster authentic engagement.

Building a Sustainable Revenue Model

ChefPK outlines his diversified revenue streams, providing a transparent breakdown:

"Based on last year's revenue, 50% AdSense, probably 40% book sales, and the other 10% other stuff."
[03:38]

He elaborates on his preference to minimize reliance on volatile income sources like AdSense, aiming to stabilize his earnings through book sales and Patreon support. This balance ensures financial sustainability despite the fluctuating nature of ad revenue.

Leveraging Patreon for Community Support

A significant portion of the discussion centers around Patreon, where ChefPK shares his experiences and strategies:

"Patreon can be very powerful. People know what Patreon means... it's exactly what you're going to tell people."
[12:25]

He distinguishes between different Patreon models, highlighting the value of allowing fans to support creators without the necessity of exclusive content. This approach fosters a more intimate and supportive community, enhancing overall engagement.

However, ChefPK candidly addresses the challenges of maintaining high engagement rates:

"Not a lot, to be honest... It's just their way of saying thank you for making the content and we want to continue to see this grow."
[12:48]

Despite lower interaction levels, he values the consistent support Patreon offers, viewing it as a testament to his community's dedication.

Transitioning from Content to Products

ChefPK discusses the evolution of his monetization strategy from traditional sponsorships to self-publishing and product creation. Faced with limitations in creative freedom through sponsors, he pivoted to selling books tailored to his anime-loving audience:

"At 100,000 subscribers, I launched my first book and we did about $40,000 in revenue... I was literally like crying in the bathroom, like, why did people buy this?"
[02:09]

This success validated his approach to understanding and catering to his audience's unique preferences, reinforcing the importance of niche-specific products.

Developing Unique Merchandise: Cooking with Chaos

The centerpiece of the episode is ChefPK's latest venture, "Cooking with Chaos," an innovative product inspired by Magic: The Gathering card designs. He details the inception and development process:

"The goal for this product is to target a very broad audience and to give you an idea of the audience that I'm targeting... it's a way of giving them something physical they'll show up for."
[34:29]

"Cooking with Chaos" aims to revolutionize traditional cookbooks by offering expandable, card-based recipes that enhance everyday cooking experiences. This product not only appeals to his existing fan base but also attracts a broader audience, including families and gamers.

Overcoming Challenges in Product Development

ChefPK candidly shares the hurdles he faced during the creation of "Cooking with Chaos":

"There are two things in business. You either have time or you have money. I do not have money... but I did have time."
[45:41]

He leveraged his family's printing business to prototype his unique cookbook format, emphasizing the importance of resourcefulness and tapping into existing networks. This approach minimized financial strain while allowing him to iterate and refine the product through dedicated time investment.

Strategies for Scaling and Diversification

Looking ahead, ChefPK outlines his ambitious plans to expand his product line and collaborate with other creators:

"Later on down the line, my goal is to get so big they can't ignore you and contact a company like Bandai... We're looking to make this a platform for other creators to develop their own themed card packs."
[41:15]

He envisions "Cooking with Chaos" as a scalable product that can be continually expanded with themed expansions, fostering partnerships with brands and creators to diversify his offerings and reach new markets.

Balancing Content Creation with Product Development

ChefPK reflects on managing his YouTube channel alongside his burgeoning product business:

"I've slowed down my release cadence in favor of more editing time, better video ideas... Unless you have a big team, it's okay to step back from publishing to work on something that is your pet project."
[48:34]

By prioritizing quality over quantity, he ensures that both his content and products maintain high standards, even if it means reducing the frequency of video uploads. This strategic balance enables sustained growth and innovation without overextending his resources.

Insights on Audience Engagement and Product Fit

A recurring theme in the conversation is the necessity of deeply understanding and engaging with one's audience. ChefPK advises creators to immerse themselves in their communities:

"Go where your audience go... If you're making anime content like me, I go to six conventions or more every year because that's where my people are."
[53:22]

By physically engaging with his audience at conventions, he gains firsthand insights into their preferences and needs, allowing him to develop products that genuinely resonate and meet their expectations.

Conclusion and Final Advice

Wrapping up the episode, ChefPK imparts valuable advice to fellow creators aiming to monetize their content through unique products:

"The best way to go about this is to be in the shoes of your audience... You have to relate to your audience because then you'll know what they want."
[53:05]

He underscores the importance of empathy, resourcefulness, and continuous engagement in building a successful merchandise line that complements and enhances one's content, rather than detracting from it.

Key Takeaways

1. Diversified Revenue Streams: Relying solely on AdSense can be risky; integrating product sales and Patreon support can stabilize income.
2. Audience-Centric Products: Understanding and catering to your niche's unique preferences can lead to successful merchandise.
3. Innovative Product Development: Leveraging existing networks and resources can facilitate the creation of unique and scalable products.
4. Engagement Beyond Content: Actively participating in community events and engaging with the audience can provide critical insights for product development.
5. Balancing Act: Maintaining a balance between content creation and product development is crucial for sustained growth and quality.

Notable Quotes

• ChefPK on Transitioning Careers:

  "I felt like I needed to share more and just maybe be a part of something bigger."
  [05:11]

• On Patreon’s Role:

  "Patreon can be very powerful. People know what Patreon means... it's exactly what you're going to tell people."
  [12:25]

• Regarding Product Success:

  "I was literally like crying in the bathroom, like, why did people buy this?"
  [02:09]

• On Developing 'Cooking with Chaos':

  "The goal for this product is to target a very broad audience and to give you an idea of the audience that I'm targeting..."
  [34:29]

• Balancing Content and Projects:

  "I've slowed down my release cadence in favor of more editing time, better video ideas..."
  [48:34]

This episode of Creator Science offers a comprehensive blueprint for creators aspiring to develop and sell merchandise that genuinely connects with their audience. Through ChefPK's candid narratives and strategic insights, listeners gain a nuanced understanding of the intricate balance between content creation and product development, underscored by the importance of audience engagement and resourcefulness.