- Once in a blue moon, maybe several times in your career,
you'll embark on an adventure where even from the minute you
start it you know that it's gonna be something big.
You know, Wine Library TV, launching WineLibrary.com,
when I wrote "Crush It!", a speech or two that I've given,
that plane video, you just know you're on embarking on something
that's going to change the outcome of your life and for me,
more importantly, change the outcome of
so many other people's lives.
When I started DailyVee, I just knew.
I knew there even I think in episode one where I talk about
knowing and I mentioned it, DRock.
Like, it's so obvious to me what's gonna happen with
DailyVee and Snapchat.
Our execution these next 12 months it's going to be so
fucking crazy what it all looks like a year from today.
- [DRock] Mhmmm.
(triumphant rock music)
- What if I told you that this was the last
Monday morning of your life?
- Long time, no see.
- [Gary] What's that? - Long time, no see.
- [Gary] I know, man.
How you been? - Good. Yourself?
- [Gary] All well? - Yeah, Darren.
- [Gary] Yeah, I remember. How you doin'?
Good to see you.
Such a pleasure.
- Nice to meet you. - Nice to meet you.
- Thank you so much for doing this.
- Thanks for having me.
- Come with me, I'll take you backstage.
- Okay. Awesome.
If you want to move this one.
- [Announcer] With us to discuss the notion of marketing in the
year we live in is the CEO of digital agency VaynerMedia,
Gary Vaynerchuk.
- [Gary] Thank you so much.
What I'm excited to talk about this morning is deploying
dramatic common sense
in a 2017 world to an industry that
I've had an unbelievable time getting to know.
70% of the money, maybe 50 but probably closer to
70 if you factor in the other channels besides television but
50% of that money is spent in
the form of making a 30 second video.
That 30 second video in 2017 is deployed the following way;
It plays in between television.
Linear television.
Please go look back at the last three revolutions,
industrial revolutions.
People that got hurt the most look exactly like the people in
this room which they were making behavior for the prior game,
they were training for basketball and
the world made them play hockey.
Thank you. (applause)
- I always go around and introduce--
- [Gary] To everybody, right? Wow.
- [Man] Dude, you crushed it.
Like you're going to be mobbed out there, you know that?
- [Gary] Yeah, I know, like always.
Yeah.
Hey! Hey.
Hey, man.
Hey, David.
How you doing?
Hi!
Hey. Hey, Ryan, how are you?
Hey!
- [Gary] I was just very self-aware.
You know, I talk a lot about self-awareness, I just knew who
I was and I really genuinely, you know I don't talk about this
a lot, I genuinely believe that my schooling career was gonna my
last great vacation and so I kind of took advantage of it
that way and I thought I could
get a real head start and be educated.
And, you know, I'm scared to think what I would've looked
like if the internet was around.
("Count On It" by Dunson)
(airplane engines)
(You're Welcome" by Jura Kez)
- [Gary] Very meta.
Watching and editing, making sure there's nothing wrong with
the next DailyVee while filming this one.
My parents punished, my mom punished me for bad grades but
she quietly created an interesting framework of
what I would call light lines in the sand, right?
Movable lines in the sand.
She didn't want me to be disrespectful or completely punt
it and become a degenerate but she absolutely gave me the
freedom to do my thing.
You know it's funny just dug up my report card in my entire high
school career I got four A's, all in gym.
You know, so I was far from a scholar
and so yeah I think that
it was tough.
I went from being my own boss making $800 a weekend, $1400 a
weekend to making $30 a weekend
bagging ice for 15 hours a day
in a liquor store
but at the same token,
I just kind of
wanted to support my family's thing and was willing to pay my
dues and was thankful for my parents coming to this country.
Even at that age knew that what they did was special and wanted
to support our thing.
That's the seed that makes everything else, you know
I don't complain a lot because I'm happy and because things are
going well because I'm self-aware and
I don't put myself in a position to not succeed.
And I'm even self-aware about the things that I do like trying
to bite off more than I could chew, extending myself,
but I'm willing to pay the casualties or the toll for those
inefficiencies and those shortcomings.
Above all else, self-awareness, above all else, man.
Just wanted to get together.
One of the main things that I want to do is just to get some
time together as a group and do that a little bit more often.
I think a couple things have emerged in my mind.
We book this and even the keynote I just gave at ANA,
I think really gives us some stuff to talk about.
If you think Uber and airBnB and all the direct to consumer
brands are going to love the subjectiveness of creative or
the horse shit reporting that has been accepted within this
ecosystem, you are out of your mind.
You will never win if you play their game.
If you play the game of the places you came from against
them to a client, we will lose.
So these are some of the themes and things
that I want to really be talking about.
I want you to reframe your thought process of
never playing their game.
I do not want to play (censored) or fuckin' (censored) game.
We're gonna lose because there is no truth to it.
You have to understand there's no truth to it.
Whatever you need from me to understand why, you've got to
get them understand this is the television.
In a world that this is now the television and the television is
the radio if you understand that shift and you go read the
history of the transition of what happened between the radio
and the television and all the quotes that the television would
never be a viable medium compared to the radio or
you couldn't do the same creativity.
This is just history repeating itself over and over and over.
We're not social.
We're not digital.
We're just attention.
This is not about this is better than that.
This is about if you were agnostic,
if you were unemotional,
what's a better deal than the other?
That really played today in the ANA.
Confused the fuck out of people because they want to like razz
me but he said Super Bowl and he said creative was
the variable of success.
I took, you know it's kind of
like I did the 8 mile thing on them.
You know, when you take away their's they're like,
"Fuck, I don't know how to rebuttal."
It's absolutely heading in our direction.
I think the key is to A, spend some more time together
like this and we will.
B, letting good things continue to go.
More high showcases and you know what?
You got a fuck load.
So if somebody here wants to be part of the ninja team to do
showcase, use them.
It's what I got so far.
I will say this,
there's always a thing that is the generation's thing,
our's is Facebook video.
It's real big.
It fucking works.
Thanks everybody. (group chatter)
("The ACC" by Cabbie)
(street noise and sirens)
- Hey (censored), how are you?
Do I walk in to the...
Okay.
Okay. I'll see you in a little bit.
Okay, bye-bye.
You're not filming, right?
- [DRock] Yeah, I know.
- [Gary] That's what I'm thinking.
That's what I'm thinking. I'll let you know.
Bye guys.
Nothing too fancy today.
A little Orlando, New York action.
Obviously, a lot of passion for
this becoming the television and
the television becoming the radio.
I think we're gonna focus in on that on this one, DRock.
I think we're going to use this as a test case for a little bit
of a different way of storytelling.
Kind of concising down some random thoughts.
Some stuff for the library.
Maybe not the first time I say things but maybe the
most pronounced, pronounced.
Pronounced.
(clicks tongue)
Thanks for following the journey guys.
Makes it fun.
How about that movie?
(DRock laughs) Hour and 30 minutes.
That movie, though.
("The ACC" by Cabbie)