Digital Social Hour Podcast Episode #964: "How I Built 5 Profitable Brands From One YouTube Channel" featuring David De Las Morena

Release Date: December 9, 2024

In this captivating episode of Digital Social Hour, host Sean Kelly sits down with entrepreneur and content creator David De Las Morena to delve into David's remarkable journey of building five profitable brands from a single YouTube channel. The conversation seamlessly weaves through David's early days of content creation, strategic brand diversification, navigating platform challenges, and his insights into current self-improvement trends.

1. Early Beginnings and Content Creation

David begins by sharing his humble beginnings in content creation, emphasizing the importance of consistency and authenticity. In January 2017, feeling financially strained, he made a pivotal investment in a Sony RX100 Mark V camera and committed to producing two YouTube videos per week. This disciplined approach swiftly paid off, catapulting his channel from zero to 100k subscribers within the first year—a feat he reflects as "pretty unheard of" ([10:11]).

David: "Two videos a week has been my commitment since then. I haven't missed it just because that's kind of been like the core habit that's led to the rest of everything." [10:11]

2. Building an Engaged Audience

David's content initially focused on cold approach pick-up techniques—approaching women on the streets to gain phone numbers. Despite his initial discomfort and lack of a professional camera team, his authenticity resonated with viewers. He credits his then-girlfriend, now wife, for filming these interactions, highlighting the personal sacrifices made to grow the channel.

David: "She didn't know how to use a camera. She'd be hiding behind a building filming me approaching these girls." [11:06]

This raw and genuine content not only attracted subscribers but also fostered a community that appreciated his vulnerability, aiding in sustained growth over the years.

3. Diversifying into Multiple Brands

With a robust YouTube presence, David strategically expanded into various business ventures, creating an ecosystem around his personal brand:

• Edge Lifestyles: Launched in 2018, this clothing brand experienced steady growth, even amidst the downturns faced by many direct-to-consumer (D2C) apparel companies.

• Supplement Brand: Focused on a daily greens powder supplemented with natural testosterone boosters, David is actively scaling this brand through targeted paid advertising.

• Beastly App: A fitness application aimed at enhancing user health and performance.

• Men's Coaching: Providing personalized coaching services to empower men in personal and professional spheres.

David: "We have Edge Lifestyles, the clothing brand that has done pretty well. We started in 2018 and it's grown year over year until this year." [19:43]

David emphasizes the importance of partnering with the right individuals to manage the day-to-day operations of each brand, allowing him to focus on strategic growth.

David: "I try and partner with different people who can help manage the day to day of each one." [20:31]

4. Overcoming Platform Challenges

Navigating the volatile landscape of online platforms, David discusses the challenges posed by YouTube’s content regulations, particularly regarding strikes and demonetization. He recounts a recent experience where his guest, Sean Kelly, received a second strike for purported medical misinformation. This incident underscores the precarious nature of content creation on heavily moderated platforms.

Sean: "I got my second strike today on YouTube for medical misinformation." [03:53]

In response, Sean has expanded his presence to Rumble, a platform that has proven more favorable, delivering three times the views compared to YouTube.

Sean: "We get three times the views on Rumble." [04:37]

David advises creators to diversify their platform presence to mitigate risks associated with content censorship and shadow banning.

5. Insights into Self-Improvement Trends

The duo explores the evolving landscape of self-improvement content, noting shifts from aggressive "red pill" narratives to more nuanced approaches like the "Sigma Male" ideology. David reflects on how these trends mirror broader societal changes and personal development philosophies.

David: "It seems like trending is more of these, like, don't worry about women. Like, keep your head down. Grind in silence and get your money up." [14:42]

They also touch upon the impact of the feminist movement and its interaction with self-improvement communities, debating the balance between advocating for men's and women's rights.

6. Personal Growth and Future Aspirations

Beyond business, David shares personal milestones, including his journey to fitness where he attempted to increase his vertical jump with mixed results due to a knee injury. This anecdote underscores his commitment to self-improvement, both personally and professionally.

David: "I challenged myself to dunk a basketball because I'd never been able to. I got up to being able to dunk like a small ball, and then I jacked my knee up." [18:17]

Looking ahead, David discusses his aspirations to reconnect with former contacts and further expand his brand ecosystem. He highlights the significance of networking and leveraging existing relationships to unlock new opportunities.

Sean: "Can I get in touch with that guy too?" [24:40]

7. Reflections on Relationships and Personal Life

The conversation also delves into David's perspectives on marriage and relationships, emphasizing intentionality and mutual value. He contrasts statistical divorce rates with his personal approach, advocating for building strong, value-driven partnerships to ensure lasting relationships.

David: "I try not to compare myself to average statistics. Whether it's with fitness, money, marriage... being more intentional from the beginning." [27:05]

David and Sean also briefly discuss parenting and education, touching upon the challenges of modern schooling systems and the rise of alternative education models like Montessori schools, which they believe foster better entrepreneurial and leadership skills.

8. Closing Thoughts and Future Collaborations

As the episode concludes, David and Sean express mutual admiration and discuss potential future collaborations, including leveraging platforms like Rumble for greater reach and exploring content creation together.

Sean: "We'll get you on Rumble, man. We got to film us hooping." [35:06]

David reiterates his commitment to building and scaling his brands, while Sean looks forward to expanding his content distribution across multiple platforms to ensure sustained growth and engagement.

Notable Quotes:

• David: "Two videos a week has been my commitment since then. I haven't missed it just because that's kind of been like the core habit that's led to the rest of everything." [10:11]

• Sean: "I got my second strike today on YouTube for medical misinformation." [03:53]

• David: "It seems like trending is more of these, like, don't worry about women. Like, keep your head down. Grind in silence and get your money up." [14:42]

• David: "I try and partner with different people who can help manage the day to day of each one." [20:31]

• Sean: "We get three times the views on Rumble." [04:37]

This episode offers invaluable insights into the multifaceted journey of modern entrepreneurship, highlighting the importance of adaptability, strategic diversification, and maintaining authenticity in content creation. David De Las Morena's story serves as an inspiring blueprint for aspiring creators aiming to transform a single platform presence into a thriving business empire.