There's an app for that
And it probably sucks. Just ask MKBHD.
Hey honeys and hustlers,
Trust is gained in drops, but is lost in buckets. Marques Brownlee, also known as the tech YouTuber MKBHD, found this out the hard way when he and his team released their first app, Panels. MKBHD has been known to collaborate with brands to make original products, such as his current partnership with RIDGE to design custom everyday carry items (which I announced in this article). Now that he has an incredible role designing tech-focused everyday carry products, I completely understand his motivation to create the opportunity for others to do the same. As a tech YouTuber, he’s in a great position to make an app, but not just any old app. He decided to make an app that is essentially a design subscription for creators to sell their work directly to consumers, mimicking the SaaS tool or company of your dreams. Recurring revenue. Predictable revenue. High potential for scale. What could possibly go wrong?! Well, when I got done heavy breathing over the thought of financial security, I knew the answer. He made a cardinal sin – he made a product that his community didn’t want AND charged them money for it. Maybe he should’ve sold them as NFTs? Too soon? My bad.
I agree with most of the criticisms already making their way to the internet, and I think the app was a bad idea. He had a strong “why” but not enough market demand, which is not something I’d ever thought I would say about a YouTuber with 20 million subscribers across two channels. His main YouTube niche is tech reviews, typically focusing on mobile devices like tablets, phones, laptops, and headphones. His second YouTube channel, Autofocus, features car reviews and leans toward his excitement around electric cars. These are two very distinct audiences with the benefit of some overlap. While his current partnership came with a stake in the company, his previous shoe collab and motion graphics pack did not come with the same perks.
But I’m not just here to criticize, I’m here to help, even though no one asked me to. Here are 4 things I would’ve created instead if I were MKBHD, and I’ll explain why.
1. MKBHD Tech Review App
A comprehensive app that compiles all of MKBHD's tech reviews, comparisons, and recommendations in one place. Users could access detailed product information, side-by-side comparisons, and personalized tech recommendations based on their preferences, use cases, and budget.
Why: This leverages MKBHD's core strength in tech reviews and provides genuine value to his audience, who often rely on his opinions for tech purchases. YouTube’s search functionality on individual channel pages leaves much to be desired, hence why so many create playlists to curate their content for their audience. Curation + an ad-free experience + a potential audio version of his videos = a match made in tech enthusiast heaven.
2. MKBHD Tech Literacy Courses
An online course or series of workshops teaching tech literacy, covering topics like understanding specs, making informed tech purchases, basic troubleshooting, how to use the features exclusive to each brand or device, and staying updated with tech trends.
Why: This educational product capitalizes on MKBHD's knowledge and teaching style, providing long-term value to his audience beyond just product reviews. We saw the need for tech literacy for people of all generations during the pandemic, and digital literacy is now a key determinant of a person’s health outcomes. This could be a segway into educational institutions at all levels.
3. MKBHD Home Office Setup Kits
Everyday carry, meet everyday work station. A curated selection of tech devices that work well together, accompanied by a detailed guide on setting up and optimizing a stationary or mobile work setup. Some of the most popular videos that are made about MKBHD are the ones where fellow creators come to tour his space. When he made a separate channel for this team, The Studio (very original name, I know), this was one of the first videos they made on the channel. They not only showed Marques’ workstation but all of the workstations of his team.
Why: This taps into the growing tech and productivity space and allows MKBHD to showcase his expertise in a practical, consumer-friendly way. Building on his experience with RIDGE, this reaches beyond people who are simply interested in tech, to reach people who are interested in tech for a specific purpose (writing, designing, making music, video editing, podcasting, video conferencing, etc.).
4. MKBHD E-Bike or Boosted Board revamp
This is probably my favorite idea of the bunch. Boosted Boards were an iconic staple in many prominent YouTube videos, as the cult following of Casey Neistat can attest. An MKBHD-branded e-bike or a revival of the Boosted Board could be an exciting venture for several reasons:
E-bikes and electric skateboards are at the intersection of technology and transportation, perfectly aligning with MKBHD's tech and car focused YouTube channels.
MKBHD's extensive experience in reviewing tech products, including e-bikes and electric skateboards, gives him unique insights into what makes these products great. This knowledge could be invaluable in creating or improving such products.
E-bikes and electric skateboards are eco-friendly transportation options (yes, even more than electric vehicles), which could appeal to environmentally conscious consumers and align with broader tech industry trends towards sustainability.
Reviving the Boosted Board brand would tap into the nostalgia of long-time tech enthusiasts while allowing for innovative updates, potentially capturing both old and new markets (hi, it’s me).
What do you think? What would add? What would you change? Did you secretly like the Panels app idea?
And now, the ultimate test – I’m revealing products coming soon to Please Hustle Responsibly:
I’m building something to make this feel more like a community. It’ll be completely free and ready to launch in the next week or so. I’ll be reaching out to some of you directly to preview it and get your feedback. I have a list but if you’d like to be included, respond to this email and let me know!
I have been slacking on my PHR+ content, but no more. When I’m not writing this newsletter, I’m spending a great deal of my time on my newest visual storytelling brands. I’ll be giving PHR+ subscribers the opportunity to watch me build in private! I’ll be sharing a behind-the-scenes look at my journey to building two new visual storytelling brands, Melanin MVP and Grain & Gold. Sign up today for 25% off an annual subscription!
I’m off to change my wallpaper. I hope you all have a great week. Please consider supporting all of those affected by Helene if you’re able. I’m rooting for you.
Please Hustle Responsibly,
🤙🏾✨
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Yeah. It was really well done.
I agree with your take here, too. I think tech youtubers haven't really found the path ahead, out of YouTube. He even tried that Masterclass series, which was supposed be like a web series ig. I wouldn't be surprised if he wrote a book. Maybe it's coming...
Great piece!
I was also working recently on a similiar post. Not the what-if scenarios, but the recent trend in his promotional strategy. I wrote one during the Dbrand controversy way back.