Gabe Whaley, founder and CEO of MSCHF, discusses new company initiatives on the TBPN livestream.
Assertion Not checkable as stated
Whaley: MSCHF covertly replaced a Met Museum sink piece by piece
“And so we found the sink. We did recon. We not me. I'm not, I, it wasn't me personally. It was somebody here. But we found, you know, we tracked down the serial numbers, the parts ordered exact, like replica. We ordered the exact same parts, built it here, tie…”
Assertion Supported
Whaley: MSCHF Replaced a Met Museum Sink Bolt-by-Bolt Over Months
“We found the sink, we did recon, we not me, I'm not, I, it wasn't me personally, it was somebody here. Names. But we found, you know, we tracked down the serial numbers, the parts ordered exact, like, replica, we ordered the exact same parts, built it here, ti…”
Disclosure
Whaley: MSCHF built initial audience by Venmoing users one cent each
“Our first audience portal was Venmo. We had a huge audience on Venmo and we like had this huge phone bank like a Chinese phone click farm. And we, every time we had a new project, we would Venmo our audience a penny and they would get that notification because…”
Insight
Whaley: Major brands like Coca-Cola are simply artistic raw material
“There are brands and entities in culture that we perceive as cultural material, the same way artists looks at their material as, like, paint or sculpture or marble or whatever. Like, for us, Coca-Cola is material. Give us that. And we'll make something new wit…”
Insight
Whaley: The marketing focus on product drops is entirely misplaced
“The focus on the drop is, is misplaced. Drop is just a delivery mechanism for something new. What these guys are actually looking for, like what they actually want at the end of the day is how do you break through the noise?”
Opinion
Whaley: Content marketing ROI is dropping due to massive oversupply
“And right now you can either just make more content, which honestly the ROI I think is going down on that. There's too much content and not enough demand. Sorry. That's just how it is.”