How Alessandra Catanese Transformed Smosh Into a 70-Person Media Powerhouse скачать в хорошем качестве

How Alessandra Catanese Transformed Smosh Into a 70-Person Media Powerhouse

I never thought I'd be running a 70-employee media company built around two guys making Pokemon sketches. When I became CEO of Smosh in early 2023, I was stewarding a 20-year legacy spanning five YouTube channels, 15 cast members, and millions of fans. My 15 years in talent management - from Maker Studios to working with Anthony Padilla at Press Alike - taught me to think about creators as brands. Now Ian, Anthony, and I create the vision together, building a sustainable entertainment company that respects both comedy and business fundamentals. We're redefining digital-first entertainment. We've invested in 4K production for YouTube's living room experience and launched shows like Hospital - a semi-scripted improv comedy where doctors swap out when they break character. We're building cast-driven merch lines and creating accessible content anyone can enjoy without knowing our history. But I'm most passionate about changing how brands work with creators. Too many advertisers treat us like bedroom amateurs when we have the infrastructure and insights traditional media can't match. TV commercials are terrible - agencies waste millions on creative that doesn't convert. We deliver instant metrics, authentic partnerships, and only work with brands we sincerely use. We're proving collaboration over competition is the future. --- Key Highlights 🚀 From Talent Manager to CEO: How 15 years in the creator economy led to running a 70-employee media company with five YouTube channels and 15 cast members. 📺 YouTube's Living Room Revolution: Why Smosh invested in 4K production and how YouTube is separating TV-viewing from search engine content. 🎭 Hospital Launches in January: A semi-scripted improv show where cast members swap out when they break character - SNL meets Grey's Anatomy. 🤝 Collaboration Over Competition: Why the creator economy thrives when companies like Smosh, Mythical, and Dropout share tips instead of competing. 💰 Owning Your CMS is Power: Lessons from the MCN era about controlling your content management system and working directly with Google. 📢 The Brand Partnership Problem: Why TV commercials fail and Smosh only partners with brands they sincerely use for authentic campaigns. ⏰ Treat Creators Like Studios: Why brands must respect production schedules and kill fees the same way they treat Fox or NBC. 🎯 Accessible Content Strategy: How shows are designed so new viewers can enjoy them without knowing Smosh's 20-year history. --- Resources & Next Steps 🎥 Watch Smosh on YouTube 🔗 Follow Alessandra Catanese on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts --- YouTube Chapter Timestamps 00:00 Introduction - Smosh's evolution from bedroom to boardroom 00:38 Early days of covering Smosh at Media Week 01:25 Meet Alessandra Catanese - from talent manager to CEO 02:01 The Maker Studios era and YouTube economy origins 03:14 15 years of experience leading to this role 03:43 Working with Anthony and Ian on the vision 05:37 Smosh 101 - five channels and 15 cast members 07:04 Full-fledged merch business and cast-driven products 07:51 Making content accessible without knowing the lore 08:51 Hospital show - the January improv comedy launch 09:20 SNL meets Grey's Anatomy with character breaks 10:22 YouTube on TV and the living room experience 11:05 Investing in 4K production for Summer Games 12:10 Honoring traditional TV conventions on YouTube 12:46 Predicting YouTube's TV vs search engine split 14:40 Digital and traditional becoming the same thing 15:26 The MCN era and owning your CMS 18:07 Google's special care and bespoke deals 19:14 MCN collaboration lessons and creator networks 20:11 YouTube was founded on collaboration 20:50 We don't have competition, we have collaborators 21:36 No monopoly on the internet 22:34 Growing the creator advertising economy 23:48 Educating advertisers on metrics that matter 24:19 Sincere representation philosophy with brands 24:52 Brands need smarter creative strategies 26:59 Why TV commercials are terrible today 27:40 YouTube provides instant, rich data 28:40 Working with newer vs legacy brands 29:09 Brands still see creators as bedroom amateurs 29:50 Production costs and treating creators professionally 30:29 Progress in podcast ad reads and trust 31:07 Wrap-up and final thoughts