Podcast Summary: Next in Media - "From Viral Photographer to Skincare Empire with His Daughter Salish"

Host: Mike Shields
Guest: Jordan Matter (YouTuber, Entrepreneur, Creator)
Date: October 17, 2025

Episode Overview

Mike Shields sits down with top creator Jordan Matter, whose journey traverses viral dance photography, YouTube stardom, and the development of a blockbuster skincare line with his daughter, Salish. The episode explores the evolution of digital content creation, authentic audience engagement, the pitfalls and possibilities of influencer brands, and the lessons from launching one of the biggest creator-led product events ever witnessed.

Key Discussion Points & Insights

1. From Photographer to YouTube Creator

• Initial Motivation: Jordan began YouTube in 2017, filming himself photographing dancers. At first, it was just to provide transparency around his image creation (to counter Photoshop accusations) and create a platform to promote his upcoming dance photography book.
  • Quote ([01:41]): "I was showing the real process in order to prove that... I was not expecting to get any sort of virality."
• The 10-Minute Photo Challenge: To make photography visually compelling, Jordan invented the "10-minute photo challenge," where he tried to capture as many dynamic photos as possible in a set time frame.
• Organic Growth & Collaborations: Working with emerging dance and pop culture stars (e.g., Sophie Dossey, Charli D’Amelio), his channel leveraged both niche and mainstream appeal.

2. Transitioning to Family Content with Salish

• Evolving Content: Jordan’s daughter, Salish, a gymnast, started appearing in videos. Her inclusion coincided with rising engagement and enjoyment, gradually shifting the channel's focus from photography to father-daughter challenges and content.
  • Quote ([06:53]): "I think the most important part of YouTube is relationships…suddenly I had a relationship. People now saw me as a dad."
• Community Building: The audience, primarily young females, began to grow alongside Salish, creating a unique, authentic bond.
  • Quote ([07:04]): "[The viewers] need to feel like they're part of this with you."

3. The Business Side: Monetization & Brand Partnerships

• Learning Curves: Early partnerships (e.g., with MCNs like Studio71) were not favorable. Jordan warns creators:
  • Quote ([10:20]): "Don't anybody ever give a percentage of your channel to anybody."
• Brand Deals: Initial sponsorships often felt forced or didn't fit their values ("gaming...we don't game"), leading to selective acceptance of partnerships.
• Creator Brand Pitfalls: Many influencers chase quick money through unaligned product launches, sacrificing long-term trust. Jordan emphasizes authenticity and intentionality, citing creators who prioritize audience relationships and product fit (e.g., Ryan Trahan with Joyride).
  • Quote ([14:01]): "If you do it that way and you believe in the thing and there's a white space for it, you're much more likely to be successful."

4. The Skincare Line & Blockbuster Launch

• Why Skincare? Inspired by the "Sephora Kids" phenomenon—youths using adult skincare that damages their skin—Jordan and Salish sought to fill the market gap with effective, safe products designed "for young skin but also cool."
  • Quote ([18:30]): "All the products for skin care that were made for young skin are not cool. And...they want to feel cool, so they get that...but it's got retinol that rips their skin apart."
• Securing Sephora: Their pitch hinged on the unique depth of connection between digital creators and audience, compared to traditional celebrities:
  • Quote ([20:57], responding to 'Why would you be more successful than Ariana Grande?')
    Jordan: "Are you a fan of Ariana Grande?...What's the color of her bedroom?...our audience will know all those questions in a half second."

Major Launch Event at American Dream Mall

• Anticipation: Expected turnout was 1,000–5,000. Actual turnout: 87,000—a number nearly double Mr. Beast’s previous record.
  • Quote ([28:07]): "The highway was backed up...full on stop traffic jam."
• Demand Outstripped Supply: Only 5,000 units available, prompting disappointment and tears among fans who waited all night.
  • Quote ([29:47]): "So many people were there. Teen girls, 15 year olds sobbing because they couldn't get the product."
• Marketing Power: No paid media was used—only organic channel promotion.
  • Quote ([30:21]): "No, there was no paid media. We. We would mention it in our videos."

5. Reflections on Creator-Brand Relationships

• Authenticity Drives Longevity: Jordan credits the channel’s lasting power to a genuine relationship with the audience, focus on valuable content, and careful stewardship of Salish’s time and childhood.
  • Quote ([23:20]): "We prioritize retention, for sure, and storytelling, but we also prioritize relationships."
• Cautious Expansion: Despite immense demand and lucrative offers, Jordan plans to pursue no more than three major business ventures with Salish, emphasizing quality and balance over cashing in every opportunity.
  • Quote ([36:24]): "I do not want to inundate her with a bunch of work...I want her to look back on this time and go, I'm really glad we did that together. But I also got to experience my childhood."
• Vision for the Future: Aspirations include developing an animated show, potentially expanding into apparel or toys, but always resisting the temptation to over-commercialize.

6. Closing Thoughts

• Lessons Learned: Success came from building deep, authentic audience relationships, resisting industry pressure to over-monetize, and focusing on extraordinary product execution.
• Philosophy:
  • Quote ([40:10]): "None of them are problems. Just...choices."

Notable Quotes (with Timestamps)

• On Viral Success and Audience Connection:
  • “[The viewers] need to feel like they're part of this with you.” (07:04, Jordan)
• On Influencer Brand Pitfalls:
  • “...they start flexing and then they need more money to pay for all that. And so then they try to release products...they want one of them to hit and all that.” (12:30, Jordan)
• On Creator-Fan Relationships vs. Celebrity:
  • "That's the difference between celebrity and influencer. Totally different relationships..." (21:01, Jordan)
• On Product Launch Overwhelm:
  • “There was a line of thousands of people just to get into the Sephora which only had 600 units sold out in an hour.” (28:33, Jordan)
• On Maintaining Integrity and Balance:
  • “But you have to think long term. So in our case, right now, I think we're in a unique situation where we can kind of call the shots of what we want.” (36:48, Jordan)

Important Timestamps

• [01:11-02:32]: Jordan’s YouTube origin story and innovation with the 10-minute challenge.
• [06:00-07:38]: Transition from photography to father-daughter content; rise of deeper audience relationships.
• [10:07-12:05]: Early business lessons and warnings on MCNs and rushed brand deals.
• [17:51-19:53]: Decision to launch skincare, identifying an underserved audience.
• [20:57-22:17]: The importance of creator-fan intimacy vs celebrity, especially for retail success.
• [25:10-29:47]: Behind-the-scenes of the skincare line launch, crowd size, and product sellout.
• [36:05-37:17]: Strategy around new opportunities, emphasizing restraint, and preserving Salish’s childhood.

Memorable Moments

• The Wild Launch Event:
  • The turnout of 87,000 people for a skincare launch, causing gridlock and overwhelming both organizers and security ([28:07]-[29:43]).
• Philosophy on Creator Brands:
  • Jordan's passionate critique of inauthentic influencer products and his insistence on quality over quantity ([14:01], [39:48]).
• Family Cameo:
  • Salish and Hudson unexpectedly join the recording, highlighting the authentic, unscripted nature of their collaboration ([34:27]).

Summary & Takeaways

Jordan Matter’s journey from dance photographer to viral YouTube phenomenon and product entrepreneur with daughter Salish is a case study in authentic content, sustainable growth, and audience trust. His deliberate strategy—focusing on relationships, selective brand partnerships, and exceptional product development—led to a record-breaking, organic product launch. Through it all, Jordan models a modern creator’s ethos: ambition balanced by responsibility, authenticity above hype, and the wisdom to favor long-term value over short-term gains.