Average to Savage
Average to Savage

Episode · 3 years ago

Eliot Robinson | Average to Savage EP46

ABOUT THIS EPISODE

This is the forty-sixth episode of the Average to Savage podcast featuring entrepreneur Eliot Robinson. Paul Guarino talked with Eliot Robinson discussing his move from Sweden to America, working for Gary Vaynerchuk, and the rise of his company Dunk Media. Follow Eliot Robinson www.instagram.com/eliot www.instagram.com/dunk

This is the average to savage podcast with Paul Greno everyone in anyone, athletes, swebs and much more. It's up everybody. I'm back for another episode of the average savage podcast. Our special guests today is founder a dunk Elliot, Robinson Elliot. What's going on? What's up? Man? I love the energy. You done good, good, good. How about you? I'm great, I'm at we made this work. I'm excited for the interview. I'm always in the beginning of these interviews nerves, not nervous, but I'm always excited about like, what are we going to get into? What are we're going to talk is the story? Is what I'm saying. I want big thing for me is like when not giving interviews. I'm not a fucking celebrity, but when you talk to people, you know, do podcasts and stuff, a big thing for me is never to just give the same interview over and over and over again, because, I guess, very woring for any we're listening. But yeah, I guessaid. I'm always interested in the beginning of almost like cool, what are we gonna talk about? And I'm saying from my end like not giving the same answers you. You can ask the same question a million times. It's just how you answer it differently. Yeah, for sure. No, I definitely I feel you on that, but I mean I also see a lot of people's interviews and like the same person getting interviewed and like usually they're always kind of different with the same answer. That mantions. Yeah, I feel you. You view that as a positive or negative? Positive, I mean you, I want you to be consistent. If you change your answer up, then then there wasn't struggling. It is absolute Germany. Yeah, yeah, yeah, really. So you grew up in Sweden, right, yeah, so originally from Sweden. My Mom and my dad met in Bali, fell in love, got me, my dad moved to Sweden, had me, I mean he moved Sweden. Then they had me and they yeah, I grew up in Sweden for eighteen years. Enjoyed my time there, when to elementary, preschool, whatever, all the schools I went to there, except for college, and then, yeah, moved to the US around three years ago and they've been living here ver since. Yeah, what are you? You your twenty one or twenty two? Right now? I'm twenty one right now, which is pretty crazy. Yeah, waits a drinking age different there in Sweden. Yeah, in sweeten the drinking he is eighteen. So when I was there I was just turned eighteen. I just started going out with all my buddies having fun, and then you can. Then I got yeah, and then I came here and it's like, all right, you got three more years. You got to wait. So that was that kind of suck. For me at least. I like going out having fun. You know, that's plays trying to that must be pretty weird. Yeah, it was. So you started dunk in two thousand and fifteen, when you're in high school. So how did all come about? What was your original plan for it? Yeah, don't you started even earlier. So when I would yeah, it was high school, two thousand and thirteen. Two Thousand and fifteen is when it really took off. Like that's one of the name Dunk. We put the name Dunk on the account. I like that's one. The count really took up. But in two thousand and thirteen the count start and was actually called Nasty dunks at first. So the guy was called Nasty dunks. I just wanted something to do all my free time after school, so I decided to you know, chop together some videos and throw it up on the account and called it nasty dunk. Started growing it in two thousand and fifteen is when it really started taking off and I got the name at Dunk in all those kind of things. so they grew pretty organically as the user name. Anyone who knows are listening or who didn't listener? Who knows? They count. They used to be called Nasty dunks. So that's the fun little fact. I kind of like nasty dunks. Yeah, I should have been my company Nasty Dunks LC, but not many people would have taken about. No, I would be. But how did you like? What made you pick basketball? Like we're you bat basketball fans grown up. Yeah, Basketball Fan. I always played. It's my favorite sport to it's, yes, number one sport...

...to play. I like watching it as well. It's very intense. I think a lot could happen. I think it's just one of the best overall sports. Dis Gold. Everything is cut. The culture surrounding it. It's cut the fashion surrounding it. It's got the intensity of the game. There's never a dull moment in the basketball game. I mean there is, but by like that wasn't a far. I think that was. How was your mic? So some people don't think I just farty. You heard that now? I don't know. I don't know. I wasn't paying attention to the background. Yeah, I think there's some clicking, clicking and then it's sound like a big fet Fart, just F whyle. I was not me. That was my thing. Yeah, I mean, yeah, I just love basketball growing up and played it and then just decided I was not gonna do that for a living. I mean I was not going to play. So you just said it to start doing videos instead, and that's kind of how I get into it. Yeah, well, I mean like, yeah, so what is like? Is Basketball the biggest sport Sweden? Or Soccer? Soccer, soccer for sure, and take soccer is the biggest, probably, then hockey and then we have something called floor ball in the bandy. It's called basically like hockey on land inside with different sticks. And then, yeah, basketball is probably fourth, fifth, fifth or six, I don't know. It's getting bigger. Like they have one M be playing now, Jones. Sure, UPCO he's basically Lord Savior when it comes to basketball in the NBA. But yeah, it's getting bigger and bigger than Sweden and there's I'd say just because, like Europe in general, like basketball is growing. And so yeah, I mean seeing that the NBA now that a hundred eighty out of four hundred of the players are international, I think it's just like it's really growing. So I'm excited for that. So, like we're your friends. Did they think you're weird because you were into basketball over soccer and hockey? My friends, I I played basketball, so I made friends and it's not like basketball's unknown. It's like this sport that people play. I got went to a school where we played basketball. Every morning we practice and then every night I went to team practice. So it wasn't weird. Like a lot of my friends played. So it that wasn't weird at all, but definitely not as common as soccer in the hockey and sweetie. Yeah, makes sense. So take me through like the first full year of like you starting dunking, like how you grew the following and what made you stick out in what's but it was there any specific post that like blew up or post that blew up like never, never, never, any posted that just went crazy? Essentially, what I did was a I created original content, good music, at least I thought it was good at original content. I'd be very timely. So when the NBA, also we can, was coming up, I take some old clips from them me also weekend. I just take the best place essentially from every game and real purpose it and knows doing that I'm putting music behind it. So there's a flare of originality that people wanted to see them. The second step I did was I just did like, you know, engaging with other hashtags and stuff like that back in the day when actually worked. So did that just to get an initial fan base. Got All my friends, says, it's all my friends, to follow and what we call they all followed. And then the third thing I did was essentially offer. I was texting people, hitting people up like, y'all, I'll make this video for you if you give me a shout out, as it's called. So I was essentially baking videos and exchange for exposure. And then the fourth thing. Ones that had a big enough fan base, what I would do is swap posts, shout for shout, whatever you want to call it. Essentially what it means is we would exchange posts with each other. So I would give you highlight over what you did and you give highlight over what I did. And yet I I just developed by community. I developed. I interact with people who reached out, I interacted with other people like who were in the same community. So hopefully a lot of them still like me. But like, yeah, it's developed. I think that's also important when one growing, whatever it is, just like developing relationships within the industry...

...of people that respected like you and see what you can do and how you can really help them. Yeah, definitely. So changing the name, did that help a lot? Like just the dunk if course it added a bonus, but it was a great account that had a great stector and I don't think at all. I think it would have been the same place with or without the obviously the name is great for branding, but in terms of social stuff, I think it definitely would have been in the same place. GOT FIGURE OUT IT. Yeah, I'm thinking like nasty dunks look sick on the shirt. Then some like slide and not as difficult as copyright dunk. Yeah, definitely. And then in two thousand and sixteen gear vandage truck recruited you to come work for him. And so how the hell did that come about and you're in Sweden right, so at the time. Yeah, I mean what happened was I reached out to ham actually, so I saw you. So how did you find them? Know, yeah, I saw a post on a motivational page or whatever recording that sounds, and then I decided I liked it, I didn't like it, and then I saw another post a couple of months later and I liked it. As is to reach out, and then I got a meeting in London through what's it called? Through just persevering. And essentially what happened is I reached out three times. He responded. Email me, I emailed there eachattoo times he didn't respond. I emailed again. I snapshetted him. He said emailed me. I said I already emailed. I emailed again. They responded. I got a meeting in London for fifteen minutes. I flew there. I missed it, but two of my tests school. I actually don't know if that's true and I just add that to the story because it sounds good. So I flew from Stockholm to London and then, yeah, had a fifteen minute meeting in a hotel lobby with him. I couldn't find him at first. Saw was freaking out. And then, yeah, I mean then that a meeting. It's fifteen minutes or into four to five minutes, and then I went to dinner with him and the team. That's when I met a bunch of the some of my closest friends, Ole Si Simone, David Rock and and a bunch of other people who were there to dinner. And Yeah, I guess they liked me. I flew back to Sweden, I got the job and then I moved to New York a month after I Jada High School. That's kind of the what they called it. That's kind of the story of how I got the job and I actually I'm pretty pissed. I think I had so much footage of I actually filmed that entire trip, but recently my my computer from two thousand and thirteen or two thousand and fifteen was stolen, so I think I might have lost all of that, man, which kind of sucks. You don't. You don't. You didn't have a backup hard drug? No, don't know. Nope, you never come the question. I guess it's never found yet. Our CRANKSLIS. I think I found that people who stole it, but no, I didn't find then. A might have upload somewhere, but yeah, sucks. And now looking for my hartime that I have a lot of other cons in her I'm having a hard time finding it. So I'm just starting to think I'm very not good in keeping my shit in order and I need to help with that. Yeah, for sure now I feel you on that. Like actually, my computer just add I got the MAC book with the touch bar and it and a touch bar stop. I knew I didn't want it when I first got it because I was Yo, thishs not going to last stop working. So then I was like, all right, I don't really need it, and I was like all right, I needed to, I could just a volume, all that good stuff, and I'm like Gosh Shit, and I send it back to them. It literally takes like two or three months. Like I literally started to like Free Paul's Mac book, like on on on twitter, because I was getting pissed. Like every day I call on them giving me there, give me a wrap around, saying the park didn't come in ball, like literally took two months. They gave me a brand new one, but I mean I had everything packed up. Thank God, really, it was great. It was crazy. I was like, so what do you like people do when they like actually like, thank God I had a different laptop, but I'm saying like yeah, like, what happens if you didn't? Yeah, yeah, there's...

...that right. Crazy. Yep. So, while you started working at banner media, how did you find the balance to run dunk and work there? I did. You said you didn't. What do you you can't? Like, yeah, I didn't find it. So were you still running it or like, did you have people running it? No, still running it this just by yourself. So, Yep. And I was an artist manager. I manage an artist doing that time as well. We got to got here. So you never found the bounce. No, that never found the bounce. So were you like up all night? Yeah, I mean I was up all night sometimes. It was just like understanding at least how to try and manage it, you know. And then, I mean that's ultimately by anyone leaves, they canything they do is to find time for something else. Yeah, for sure. Way I did. Like, it's hard. I wasn't good at delegating. I wasn't. I didn't feel comfortable in dog getting out whatever I had on dunk to someone else, so I didn't really find the bowls like I was probably not doing my best as to both both of the jobs. I was doing no good, because I think I'm pretty talented. Without sounding like too much of a Jerkoff, but just because your talented doesn't mean like that you shouldn't be doing your best the job, because I don't think I was in the best I could have both Gotcha and going back. I forgot to ask you where you ever planning to go to college, or was there a specific reason why you didn't? Well, I mean, obviously you got to be. I never thought about it. I mean, and I don't know how it is like in Sweden. Is it like a standard edge is awesome in Sweden. They pay you to go. They pay you to go to alternative is just like the party kind of vibe that you get in the US, but it's not too much. We get all this crazy news. We're fucking fraternities and sororities and and they're like drinking people death like that doesn't happen in Sweden, but it's still like no, but I'm serious, like that's it. It's a serious issue. The US. In Sweden, I don't think I've ever seen that. So it's an awesome vibe. They pay you to go. So you don't get in that. And also, what's it called? You you have four years of fun. Like I just never thought about going to college meeting when I was in high school. First I thought about going to high school right, so I was looking at high schools and and all that. Then obviously went to high school, but then, yeah, it's started. The dunkshit the first year of high school and just realized I was pretty good at it. And then college is never crossed my mind. And when people it is the where you getting gous, I don't really care. We'll see how like we'll deal with that. When it happened, and then I knew for sure it wasn't going great up to high school. So then it was even less on my mind. I wasn't even stressing over and then, yeah, last year high school came and I moved to the US, where I'm going to start thinking about college all of a sudden. So it just never got into the college never find its way to figure itself into my life. If that makes us you have to get understandable. Yeah, and just like, while we're going to have van Remedia did? They were offer to buy dunk off. You know, that was not a discussion that we had. Got You. Yeah, I was just curious. And what made them like allow you to basically do I know you should, you can. You were still trying to find the balance and stuff, but like let them. Let you do both things. Because, a, I didn't work in vainer. I working on Gary's team, which means there's a lot more flexive. I mean it's technically employee under better media, but their two segments within the business. I would say one is Gary's team and one is Vando media as at all. So I mean I worked underneath the teal teams. Those word free, a lot more free, but like I was delivering, like I did much job. I did it well, probably better than most people. So, like, what are they going to say? Don't do that, even though you doing a great job and you can learn and pull if you do one thing, you can learn, extract what you do from one thing. Like what I do with dumbs what...

I do with other things still melt into each other, if that makes sense. They'll like they'll merge into each other. Like you can take a skill of what you're doing, especially if they're both on social and they're both tied to instagram and they're both tides of growing and engaging communities. Of course you're going to learn stuff from one that you're going to be able to bring over to the other. So that's like, yeah, I guess that's why not an expensive what was the moment for you that you had, like for yourself, that it was like time for you to leave and like do your own thing? What moment it was? Yeah, did you have? was there like a like a a moment, or like like like, I think, frustration about myself not fulfilling my potential that I thought I could just pent up over a couple months. I'd say got just so, let's say like day one of you leaving, like what what you do? Like the first day, I'm moves all my stuff out. Yeah, all right, but the first week, like what did you do to like start up your business basically like full time? I had my business already, but what I did was, I don't remember. Me, I didn't think about it. I just I think it took it not easy, but I think it was chilling. All right, I'll get yeah, yeah, I just honestly don't remember. So I don't want to bullshit you. Yeah, we want to be consistent. So, YEP, exactly. So I let's say, like how'd you go from like zero to a hundred thousand? So like a hundred out into a million. So I got a million there, like two million now and Dunking, like what are your what are your thoughts on like paid advertisement and like influencers? It says the same thing, leasa. It's the earlier. Just refer back to the earlier point. This is that scaled? You know? Yeah, just scale. That's just more of whatever. It's more of that, more original content and more good distribution. And distribution means finding outlets that are able to share your stuff for as cheap as possible to as good of a Naias and is why of an audience is possible. Y's and I know kind of mentioned about how do you guys like come up with that content and how many people like run dunk today? Essentially, we have to do is you have to understand. You want it to be under persent, original, do you want what wants to be Your Voice? Right now the voice is a little comedic for us. So what you do is you find other accounts that you think create good content and then you a aggregate from their accounts and be spinoff content and have constant ideas from their accounts. The only rule is basically to be funny and don't step on anyone, but without stepping too much on anyone's toes. So thens just that's the baseline. Then you just go from there and it's going to be different from everyone and I wouldn't say I've figured out a great process yet, but yeah, just read out a bunch of people the uspired to be as if you want to not be as a bunch of accounts that you think you're doing a great job on the social platforms and then just try to make make their stuff. Yeah, definitely. When did you, like, start making money off don't and how did you start working with like huge companies like Nike, Gatorade Esports? I think I always made money on the Internet, like I made a couple dollars back in the day doing video, and it's for people. So I think the most important thing isn't you start making money, is just getting used to the concept of doing so a while doing what you love, like if you can just get in the rhythm of understanding how to make money. I think that's better than actually trying to make a lot. But the first step, was the first real money I did, was when I did APP marketing and I sent people to download fake NBA Emojis and I made like twenty cents down or something. That was the first and we got tens of thousands of people to do that, if not hundreds of thousand. So that was the first time I was like Holy Shit, and then it kind of developed into like a lot has been organic, a lot has been relationships. It's just the same corner of response. But it's very true. It's just like people. You do...

...a good job and people will tell or you do a bad job and and that client will leave and then another opportunity will present itself and then you make sure you do a better job there. And Yeah, it's all been relationships or you're inbound for me, especially if you develop a voice, like people are just going to come to you period and the story. But you can maximize those opportunities by also doing cold outreach. Yeah, actually that was going to be my follow up. So are these brands reaching out to you or you reach out to them? Are Both? Yeah, a lot of him bound, a lot of them down. And what do you think most change from when you started dunk to dunk today? Biggest thing that changed? I mean, I was fifteen when I said now I'm twenty one. So there's that. And then you're you were in Sweden, now you're in America. Yeah, but that's like a seven hour trip. That's like a six our trip. From fifteen to twenty one that's like a six year trip. So I take this six year trip. That's that's the biggest thing. I really don't know. I would say a lot of things are the same, but a lot of the things it's a lot more saturated the space right now. Things are very much more exponentially growing. So, like, you can grow accounts, you can make crazy moment, like there's more people on the Internet and all the platforms more than ever. That's what I would say. Like what's your what's your thoughts on like, you know, facebook, instagram, like changing the algorithm all the time and all that stuff. I don't care. All right. Have you seen like less reach on your posts since then, or goes up and down? You know it goes up and down. Yeah, and what's some advice you'd give people starting a new brand on social media. You think it's too late now. Now, it's never true late. But what's the brand? It's the I L context. I can't give if I give generic advice, it's also it's not going to help anyone. So it have to be that. To be specific, I'd say reach out to me. Maybe I'll hope you may go on that. All right, I'll see how's think it. Yeah, and besides dunk, what other products are you working on? So within the dumb product we have a bunch of different platforms, Doune, the hoop films, filthy hits, hood videos and saying girlfriends. So the first step is to get all of them kind of streamlined and make sure that we're going to create more original, constant form. Of the projects that I'm working on right now is an agency of the partner Brandon. What we do essentially, as we take ownership with people's digital right. So we're currently working with Dennis robins so and a bunch of other high level celebrities and essentially, what would use increase their relevance on social media. So our job is to make sure that people are talking about them. My job is to make sure that people are talking about them. So the first thing that I'm excited about now is, like Dennis is our first initial client. So releases a merchandise for him. have been doing a bunch of bile campaigns that were focusing on and he has an ESPN three thousand thirty coming out in May. So that would be pretty big. Yeah, definitely. What's it like getting to work with him and like got to know my personal it's good. He's a great guy. See, yeah, he's a very easy, great guy. How we how did you guys? How did you like go up? I don't know. I honestly don't remember. It just happened one day and I was like what should happen? And then we're here. All right, and all right, what about this one? Do you think there's going to be any new social media platform in the near future? I think take Tock is very lept on. I think a lot of them, the trends are coming from take Tock, I think. Yeah, I think to believe in youtube a lot. I don't know why, I just believe in the platform a lot. Yeah, I think everything kind of goes back to that because everyone, I mean everyone, watches Youtube. They don't even like realize it. Sometimes yeah, like embedded videos, just like on website, stuff like that. Ready for some fun questions? Sure, thing. All right. So I'm curious. What's the significance of your personal instagram profile...

...just being a color and you keep on changing it. Oh, my profile picture. Yeah, secret. Well, not then, not getting tell but great question. My God, unbelievable. All right, I know you're into music. What's on your playlist and any sleeper songs are artist right now? Yesterday I listened to five great songs. So I'd say sleeper Song is drugs. You should try it. Like Travis S. it's trapped Scott, but says Travis s on the spotify, because I think it's there's some sort of a copyright thing going on. And I love Bob, the boss of purge. Say it's called purge by boss who signed with, I think, Dream Bill and the yeah, I'm excited this. This is this little Dickie Song that just came out today. Definitely excited to listen to that. Yeah, what about top three jerseys that you don't own but you want? I've never been a Jersey Guy Man. Yeah, but I don't think. I've never been in Jersey Guy. But I think all right, we'll skip. I think owning a Jersey is is owning like. Who Do you think and who? Who Do you think is cool enough that you'd like? I'd say will chamberlain. I love him. The stories around them are incredibly interesting. I just think he's like sort of a myth and I love that. So I'd say Wilt Chamberlain. I would say Jean Rondo because he's my favorite player of all time. Are these side or unsigned, whatever you want them to be? All R yeah, if you want to sign jers and then then then that's cool. Old Chamberlain, Jean Rondo. I don't think I ever heard anyone say their favorite player ever of all times. En Rondo. Yeah, I know, people are crazy. And then yeah, and then another, I don't know, the other Jersey. I really start care about, let's say, Kevin McKay. Know Scalabrini. I really thought about the SWEDEST, sweetest guy. You said before. It's your UPCO no, he's a great guy. I wouldn't want are you? Are you just here? Two sneakers? Yep, are what's your favorite sneakers? Vans? All right, what's the school lands or Jordan ones? All right, never use the where all. I got two more. I got two more for you. Yep, what something people might not know about you? I can whistle in five different ways. Base. Yeah, I've never said that. So, Yep, I can whistle in time breaking ways, breaking news. Yeah, what are the five different ways? It's in in smiling and like loud. It's weird. Yep, okay, how do you? What do you like to do in your free time? Or like Tom sure, like finding myself. I like, Hey, I was friends, like playing basketball. I don't like going to the gym, but I do it anyways. I yeah, man, I like watching and consuming information in whatever ways possible, and I like trying new shit. I want to do that. More like trying new stuff. You know. Well, now I got another one, last one. Is there anything that you want to try in two thousand and nineteen that you haven't tried before? Something? There's something I wanted to do. I know. I gotta you guys start writing down these things. Yeah, I know, I have it all written down, all stole laptop. o My God, something. I'M gonna get it back to that. Want to go skiing. I know I sk him pretty good skier, meaning I ski, just I'm not good skier. I could skied every year growing up, so somewhat decent. But I really wanted to go ski this year, which I didn't really make happen. So, but that's not new, so I gotta come up with something new. Yeah, it so, then you never did.

See. That's why I like imagination like that's that's where I need to help. I want to go skydiving like that doesn't sound that fun. I'll think of something. That's a good question for me to think about after this. Yeah, yeah, for sure. All right. Well, I appreciate you coming on. Let the people know where they go. Find you instagram, Elliott for now. If you're listening to this in five years, I'm no clue. I've literally no clue. You just searched my name on is one Ellie Robin said, on Google, and hopefully you'll find me. All I don't hit me on instagram and on Linkedin, actually all. Oh, yeah, linked and Linkedin, trying to make those connects. Yep, a hundred percent. I will try and grow a fall. I appreciate it. Thanks for having me. I appreciate I'm ask you questions next time. Are you got a question for me? Go for it. Oh, only one person ever asked a question to me and it was the house. You wanted to see. That you haven't done before. Probably I don't go to state that I haven't gone to yet. HMM, but that's traveling. You traveled before, done before. Fuck, not easy. Yeah, but I've wrote same thing. I've wrote written stuff down. So yeah, I'll let you know. I'll text you up of that. Will text each other about what we want to do this year. Then I'll release it when I release the episode or something like that. A hundred percent. I love that.

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