Podcast Summary: "Brian Scotto: Media's Struggles; Algorithms; RWB Drama; Farming; Crazy Audi Parties"

Release Date: November 19, 2024
Podcast: The Smoking Tire
Hosts: Matt Farah & Zack Klapman
Guest: Brian Scotto

1. Introduction to Brian Scotto and His Media Journey

In this episode of The Smoking Tire, hosts Matt Farah and Zack Klapman welcome Brian Scotto, the creative force behind Hoonigan and a seasoned media professional. Brian delves into his extensive background in the magazine industry, contrasting the American and British models. He highlights the reliance on newsstand sales in the UK versus the U.S.'s heavy dependence on advertising revenue.

Brian Scotto [27:00]: "To be able to get out there [in the UK], they were still seeing a larger percentage on sort of the newsstand than the advertiser side."

2. The Impact of Algorithms on Content Creation

Brian passionately discusses the current landscape of content creation, emphasizing how algorithms have shifted power away from creators to platform controllers. He reflects on the early days of Hoonigan, likening their content strategy to pioneering a new media frontier. However, as algorithms began to favor viral, clickbait content over quality storytelling, Brian observed a decline in genuine audience engagement.

Brian Scotto [32:43]: "You're now building algorithmic content. So you're now like clickbaiting, like you're worrying more about your thumbnails and your actual content."

He further explains how this algorithm-driven approach prioritizes negativity and sensationalism, aligning with human psychological biases but ultimately degrading content quality.

Brian Scotto [33:05]: "It really just justifies the type of content that people don't want people to make. And... it also means that makes you mad shit that, like, causes drama or whatever."

3. RWB Drama: Controversies within the Community

A significant portion of the conversation centers on the RWB (Rauh-Welt Begriff) community and recent controversies. Brian recounts a viral incident involving Nakai gluing a tow hook onto a car, which sparked widespread debate and backlash. He defends the artistic freedom and craftsmanship of RWB, contrasting it with more rigid automotive standards.

Brian Scotto [68:57]: "But it's okay, cuz, like, parking's all right, magazine's good and whatever. And so it's all just like, you know, one or more will collapse under their own weight or the algorithm or whatever. And, and then there will be other things to do."

Brian criticizes the superficial hater culture that often misunderstands the profound artistry behind RWB's modifications, advocating for a deeper appreciation of their craftsmanship.

4. Navigating Personal and Professional Challenges

Brian opens up about his departure from Hoonigan following the tragic death of Ken Block. He shares introspective insights into his struggles with ADHD and the pressures of managing a large media company. This period of personal turmoil led him to seek therapy and reevaluate his career path, ultimately transitioning into the world of animation and further content creation.

Brian Scotto [86:24]: "I think, you know, and at that point, Hoonigan was already a little too. A lot. Right. There was a lot of Hoonigan. There was a lot to a little of Hoonigan."

He emphasizes the importance of focusing on a dedicated audience through platforms like Patreon, where deeper connections with core fans can sustain creative endeavors beyond the fickle nature of algorithm-driven platforms.

Brian Scotto [87:37]: "But build a business off of those people."

5. Farming and Personal Life Insights

Interwoven with professional discussions, Brian shares anecdotes about his personal life, including his experiences on his farm and interactions with his young son. These stories humanize him, providing listeners with a glimpse into the balance between his high-octane media career and grounded personal pursuits.

Brian Scotto [56:29]: "He's really more into trucks. I mean, he's. If he's real close to tall socks."

6. Crazy Audi Parties and Networking Events

The episode also touches on the vibrant automotive community through tales of extravagant Audi parties and high-profile networking events. Brian reminisces about exclusive gatherings, road closures orchestrated for filming, and the camaraderie among automotive enthusiasts.

Brian Scotto [167:50]: "We locked down almost a section of the 110 freeway, and it was one of the most iconic moments for rally racing."

These stories highlight the lengths to which automotive media personalities go to create engaging content and build community bonds, showcasing the blend of creativity and logistical prowess required.

7. Reflections on Content Creation and Audience Engagement

Towards the end of the episode, Brian and the hosts reflect on the evolving nature of content creation. They discuss the saturation of the media market, the challenges of sustaining a creative career, and the shift from broad to niche audiences. Brian advocates for personalized content strategies that prioritize meaningful interactions over sheer view counts, stressing the importance of authenticity in building a loyal fanbase.

Brian Scotto [121:37]: "Think about what that does to the content world. Right. So now there's a certain type of content that does well. Right. And like we saw this, like you get something where like if you blow your engine up or your car catches fire, that episode's gonna do better."

Conclusion: Navigating the Future of Automotive Media

In wrapping up, Brian Scotto shares his vision for the future, including launching new podcasts and documentary projects that align more closely with his personal passions and the desires of a dedicated audience. He underscores the necessity of adaptability and the courage to pivot creatively in an ever-changing media landscape.

Brian Scotto [133:24]: "But I think it's a broken model to me because."

The episode concludes with an optimistic outlook, emphasizing the resilience of authentic content creators in overcoming systemic challenges posed by algorithm-driven platforms.

Notable Quotes:

• Matt Farah [00:00]: "Free content is failing because the audience is no longer in control."

• Brian Scotto [32:43]: "You're now building algorithmic content. So you're now like clickbaiting, like you're worrying more about your thumbnails and your actual content."

• Brian Scotto [87:37]: "But build a business off of those people."

• Brian Scotto [133:24]: "But I think it's a broken model to me because."

This episode offers a comprehensive look into the complexities of modern media creation, the pitfalls of algorithm dependence, and the enduring spirit of automotive enthusiasts striving to retain authenticity in their craft.