Kelsey MacDermaid, co-founder of DIY media brand The Sorry Girls, discusses the contrast between digital creator autonomy and traditional television contracts.
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“We've reached a point where we've had a few television contracts put in front of us, and we have to turn them away just because they're so restricting, and it's not viable for us to do anything in traditional media when we already have something that we've built that is so strong.”
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More from Kelsey MacDermaid
Disclosure
MacDermaid reveals YouTube AdSense does not come close to sustaining their business
“Yeah, not really close. We have a lot of overhead now. It just has slowly, slowly built as we've needed different members of our team to help sustain everything that we have going on. We have a bigger office now, you know, upgraded from that 200 square foot of…”
Kelsey MacDermaidJun 23, 2022▶ 20:49HIBT Lab! The Sorry Girls: Kelsey MacDermaid and Becky Wright
Disclosure
The Sorry Girls generates between $1 million and $5 million annually
“Over a million, under five?”
Kelsey MacDermaidJun 23, 2022▶ 21:26HIBT Lab! The Sorry Girls: Kelsey MacDermaid and Becky Wright
Insight
Negative online comments still benefit creators by driving engagement and ad revenue
“If somebody wants to say something that mean, I think it says more about them than it says about us, and also comments are engagement, so even if it's a negative comment, it's engagement, they showed up, they saw the ad, so.”
Kelsey MacDermaidJun 23, 2022▶ 34:24HIBT Lab! The Sorry Girls: Kelsey MacDermaid and Becky Wright
Disclosure
The Sorry Girls want to build products decoupled from their on-camera presence
“Goals is to figure out what we can build that won't rely on our faces showing up to the office at nine a.m.”
Kelsey MacDermaidJun 23, 2022▶ 41:23HIBT Lab! The Sorry Girls: Kelsey MacDermaid and Becky Wright
AssertionNot checkable as stated
The Sorry Girls never paid for ads to grow their YouTube audience
“I mean, we never paid for, like, ads or anything. It was just, it was taking opportunities that came to us, whether it was to be on, like, a local talk show, talking about a DIY project, or just creating those videos that we were excited by, that we knew the a…”
Kelsey MacDermaidJun 23, 2022▶ 18:03HIBT Lab! The Sorry Girls: Kelsey MacDermaid and Becky Wright
AssertionNot checkable as stated
The Sorry Girls licensed short-form DIY content for airline in-flight entertainment
“We recently had an airline license it to be short form content in the entertainment system.”
Kelsey MacDermaidJun 23, 2022▶ 26:06HIBT Lab! The Sorry Girls: Kelsey MacDermaid and Becky Wright
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