Digital Social Hour: The Crazy Story Behind Hornblasters' Rise | Matthew Heller DSH #1851

Release Date: April 23, 2025

In this riveting episode of Digital Social Hour, host Sean Kelly sits down with Matthew Heller, the innovative mind behind Hornblasters. The conversation traverses Matthew's unconventional upbringing, his early forays into technology and hacking, his stint with the FBI, the birth and growth of Hornblasters, and his reflections on modern privacy and business challenges. Filled with candid anecdotes and insightful commentary, this episode offers listeners a deep dive into the life of a man who transformed his passions into a thriving business.

Early Life: A Clowning Upbringing

Matthew Heller's childhood was anything but ordinary. Raised by a single mother who was a professional clown, Matthew's early years were immersed in the vibrant and unpredictable world of entertainment.

Matthew Heller [01:03]: "A clown's world was what her company was called, and she was Rosie the Clown. I was a little kid clown... it was an interesting childhood, to say the least."

Living in South Florida, Matthew often accompanied his mother to company picnics and birthday parties. These gatherings were unconventional, as many of the clients were involved in the cocaine business, hiring Rosie to entertain their children while they indulged in their own activities.

Matthew Heller [01:32]: "Many of her customers were essentially in the cocaine business. They would hire the clown to entertain the kids while the parents would all do essentially at the party. That's crazy."

Despite the chaotic environment, Matthew credits his mother for doing the best she could under challenging circumstances.

A Self-Taught Tech Enthusiast

Matthew's interest in technology ignited during his youth, primarily out of necessity and curiosity. With limited access to computers, he ingeniously acquired and repurposed computers from Office Depot, dismantling them to salvage components.

Matthew Heller [02:32]: "I was kind of gutting the computers on the inside, taking components out before she would return them. And I was eventually able to Frankenstein together a computer that I was able to just play on that thing all day."

His passion extended to gaming, where he immersed himself in titles like Runescape, Earthquake, Doom, and Wolfenstein. The advent of the Internet further fueled his enthusiasm, leading him to explore the burgeoning world of online communities and hacking.

From Gaming to Hacking: Navigating the Cyber Underworld

What began as a hobby soon evolved into more illicit activities. Matthew and his peers delved into hacking, exploiting vulnerabilities in websites to post political cartoons and create digital chaos.

Matthew Heller [03:14]: "We would try to take stuff down and then put up our own names and give ourselves like shout outs and put post like political cartoons on websites that had vulnerabilities."

This period of his life, however, was fraught with challenges. A high school incident led to an FBI investigation after a friend implicated him, resulting in Matthew's expulsion and eventual recruitment by the FBI as a cooperating witness.

Matthew Heller [04:52]: "They started investigating shortly after that. The FBI was out at my house the next week asking questions."

Serving with the FBI: A Brief Tenure

At just 10th grade, Matthew worked with the FBI, assisting in locating individuals involved in credit card fraud and other cybercrimes. His role was clandestine, and he was restricted from discussing his contributions for seven years.

Matthew Heller [06:02]: "They offered me a job... I worked with them from Florida for a bit and then they transferred me to Baton Rouge, Louisiana."

During his tenure, significant events unfolded, including the tragic events of September 11, 2001, which shifted the FBI's focus towards counter-terrorism.

Matthew Heller [06:02]: "I called the morning of 9/11... they said... we're trying to do this war on terror thing."

After seven years, Matthew was released from his position, returning to Tampa, Florida, with a wealth of knowledge yet barred from sharing his experiences.

Founding Hornblasters: From DIY Projects to a Thriving Business

Post-FBI, Matthew ventured into the business world, fueled by his passion for unique vehicle modifications. While working at Home Depot, he tinkered with his lowrider pickup truck, installing a train horn using materials from the store.

Matthew Heller [08:30]: "I found a train horn and I put it on my vehicle using some of the hardware from Home Depot and wired it all up."

This DIY project garnered attention, prompting him to create a rudimentary website, Hornblasters, in 2002 to sell these distinctive horns. The online presence flourished, aided by early YouTube videos showcasing the product in action.

Matthew Heller [09:43]: "I built a rudimentary website in 2002 called Horn Blasters where I started selling these horns."

Four years later, recognizing the potential of his venture, Matthew left his job at Home Depot to pursue Hornblasters full-time. Today, the company has thrived for over two decades, continually innovating in the realm of air horns.

Matthew Heller [09:31]: "After about four years, I had to leave Home Depot and pursue the company full time. And here we are now, 23 years later and still selling air horns."

The Truck Incident: A Brush with Law Enforcement

In a notable incident from 2014, Matthew's promotional activities led to his truck being vandalized by the Tampa Police Department (TPD). After hosting a concert featuring Juicy J and Travis Scott, Matthew discovered his F650 truck had been severely damaged.

Matthew Heller [13:14]: "When I got out of the concert, I walked out there and the truck had been all ripped apart."

A cryptic note suggested the police had searched his vehicle for marijuana, though nothing was found. This event not only caused significant financial strain due to the custom modifications on his truck but also highlighted issues of police overreach and media suppression.

Matthew Heller [14:52]: "There was nothing found in the vehicle, but they really did a lot of damage, ripping my whole vehicle apart. And that was a real bummer."

He later received compensation, albeit insufficient to cover the extensive damages, and observed that most media coverage of the event had been systematically removed from the internet.

Reflections on Privacy and Surveillance

Matthew delves into his views on modern privacy concerns, drawing from his experiences both as a hacker and as an FBI informant. He discusses the pervasive surveillance enabled by laws like the Patriot Act and the technological advancements that erode individual privacy.

Matthew Heller [16:28]: "There's no protection. It's fully constitutional. There's no privacy."

He warns of the dangers of unchecked surveillance, emphasizing the ease with which personal information can be accessed and exploited.

Matthew Heller [17:17]: "That's terrifying, right? Yeah, yeah, terrifying."

Business Challenges: Navigating Tariffs and Supply Chains

Matthew shares the impact of recent tariffs on his business, Hornblasters. With a significant portion of their electronics sourced from China, the increased costs have strained his operations, particularly after launching new products.

Matthew Heller [23:08]: "I'm hearing 245% now and stuff like that. That would ruin your business."

He reflects on the long-term economic implications, expressing uncertainty about the future stability of supply chains and the broader economy.

Embracing New Ventures: Streaming and Community Engagement

Beyond Hornblasters, Matthew has ventured into the world of streaming, utilizing platforms like Kick to engage with his audience through IRL (In Real Life) content. His enthusiasm for virtual reality (VR) games also marks a shift from his early interests in traditional gaming.

Matthew Heller [24:08]: "I started kicking recently... this is kind of fun."

He shares personal anecdotes about his interactions and friendships within the streaming and local communities, highlighting the importance of social connections in his journey.

Building Relationships: Networking and Collaborations

Throughout his career, Matthew has cultivated valuable relationships, collaborating with influential figures in the entertainment and tech industries. His early sponsorship of the "Kill Tony" podcast and friendships with prominent personalities have been instrumental in Hornblasters' growth.

Matthew Heller [12:05]: "Hornblasters was the first sponsor of the Kill Tony podcast."

He also speaks fondly of his friend Mike Busey, owner of the whimsical Sausage Castle, underscoring the diverse and supportive network that surrounds him.

Looking Ahead: Future Plans and Innovations

When asked about future endeavors, Matthew hints at potential expansions and innovations within Hornblasters, despite the current challenges posed by international trade policies.

Matthew Heller [22:44]: "It's causing hiccups in the supply chain, and I hear there's, like, empty trains now and the freight. It's Going to ripple through."

His resilience and adaptability suggest that Hornblasters will continue to evolve, leveraging his technical expertise and entrepreneurial spirit to navigate the ever-changing business landscape.

Conclusion

Matthew Heller's journey from a clown-filled childhood to tech-savvy hacker, and eventually to a successful entrepreneur with Hornblasters, is a testament to his ingenuity and perseverance. This episode of Digital Social Hour offers a comprehensive look into the challenges and triumphs that have shaped his path, providing listeners with valuable insights into the intersections of technology, privacy, and business.

Notable Quotes:

• Matthew Heller [01:03]: "A clown's world was what her company was called, and she was Rosie the Clown."

• Matthew Heller [03:14]: "We would try to take stuff down and then put up our own names and give ourselves like shout outs and put post like political cartoons on websites that had vulnerabilities."

• Matthew Heller [06:02]: "We worked in Baton Rouge at the time. I called my superior, I said, hey, are we working today? And she said we're not."

• Matthew Heller [16:28]: "There's no protection. It's fully constitutional. There's no privacy."

• Matthew Heller [23:08]: "I'm hearing 245% now and stuff like that. That would ruin your business."

For more engaging stories and unfiltered conversations, subscribe to Digital Social Hour and follow Hornblasters across all social media platforms at hornblasters.com.