August 7, 2025 ⢠57 mins
From humble beginnings in Milwaukee to building one of the South’s most respected hip-hop platforms, Spitty shares how he turned a camera, a porch, and a passion for storytelling into a full-scale media business. He opens up about working with legends like Young Dolph and Snoop Dogg, surviving the pandemic, and stepping out from behind the camera to become a voice of the culture. This is a masterclass in consistency, vision, and staying true to the streets.
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Episode Transcript
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Speaker 1 (00:00):
Sometimes the views might not be crazy, but if the
right people are watching it, then it can be so
much more impactful. I created a new podcast where I'm
actually on camera. Man. The video on YouTube might have
had like forty views on it, but then Killer Mike
jumped in my comments on the gram and on the YouTube,
(00:22):
and I'm like, damn, you know, just yesterday I'm looking
at my channel and I'm like, man, forty views, like
what you know? But then the value of the people
that are watching it, It's like, okay, like this is
actually reaching you know, certain people.
Speaker 2 (00:43):
Everybody. Welcome to another episode of Button Nomics imy host
Brandon Butler, Fountacyo Butter atl And today, Man, look we
got somebody special up here.
Speaker 1 (00:51):
Man.
Speaker 2 (00:51):
And like you know, I know y'all seen the stuff.
If you don't know, you shouldna know real quick. You
know what I'm saying. We got the one that only
mister Spitty will the founding creator off the porch. Man, Spitty,
how you feeling.
Speaker 1 (01:03):
Man, I'm feeling great today, Bro. How about you? Man?
Speaker 2 (01:05):
Like I said, Bro, if I was an even better
i'd be you man, Like I told you before we
got into your man, you know what I'm saying, Yes,
that's what's up.
Speaker 1 (01:10):
Bro.
Speaker 2 (01:11):
It's an honor and a blessing to have you in here.
Speaker 1 (01:13):
Man.
Speaker 2 (01:13):
I know, you know you're usually behind the cameras. You're
getting from the front of the cameras a little bit
more nowadays.
Speaker 1 (01:18):
Yeah, no, for sure, switching it up. You know, I've
been inspired to, you know, share my story as well
as just you know, share some game that I've learned
over the years from experience, and you know, hopefully be
able to inspire some some other young creators executives in
the making, you know, things like that.
Speaker 2 (01:36):
I love it, man, I love it.
Speaker 1 (01:37):
Man.
Speaker 2 (01:37):
Well, look we're gonna get right into this thing, man.
So one of the things I do, you know normally
folks who are like, yeah, tell us about yourself and
tell us what you do. And you know, look, man,
first of all, people have seen the work. Like, let
me be honest, people have seen the work. But what
I do is I always say, let me ask chat
cheapt what they say about this person. So I asked,
chat cheap bt, Okay, who is spitty Will? And I'm
(01:57):
gonna tell you, I'm gonna read it. What it said
you tell me is chat facts A cap I think
it's facts though, because you know, usually I could tell,
but because I've done this with all my guests, you
know what I'm saying. I literally just read what it
says about him, like when it's short, it might be like,
but it's long, like yours is kind of long.
Speaker 1 (02:13):
Man.
Speaker 2 (02:13):
That means you've got a lot of data points out there.
You know what I'm saying, So let me get right
into it, it says Spitty. Will is a visionary creator
and driving force behind Off the Porch, one of hip
hop's most respected platforms for authentic, en depth conversations with artists,
shape and the culture. Originally from Milwaukee and educated at
the University of Minnesota, Spitty began his career in journalism
and digital marketing, quickly becoming a pivotal figure behind some
(02:36):
of the music's most influential marketing campaigns. He's read, He's
led digital strategies for iconic artists like Young Dolph, Future Wiz, Khalifa,
Mary J. Blige, and Snoop Dogg, making him a true
pioneer of digital storytelling and hip hop. Barkaining found it
initially from his own portion Decatur, Georgia, Spitty transformed Off
the portion to a cultural cornerstone by trusting his instincts
(02:57):
and staying committed to genuine storytelling even when the sets
didn't come overnight. Today, his platform is known for its
raw authenticity, giving artists of space to share their stories
in an environment built on respect, community, and real connection.
With a career spanning labels like def Jam, Warner Brothers, Geffen,
Spitty brings an unmatched industry insight to these interviews, connecting
(03:19):
audiences deeply with his human side of hip hop's brightest stars,
whether behind the scenes or stepping forward to share his
own journey, Spitty embodies the essence of building something meaningful,
staying true to the culture, never quitting on your vision,
and understanding the power of relationships and perseverance.
Speaker 1 (03:35):
Boyschat GPT is scared boy, Yo, that's what's up.
Speaker 2 (03:40):
That's what Chad says about you. Bro.
Speaker 1 (03:42):
Yeah, that's amazing. Bro's that's that's definitely accurate, Yes, sir.
Speaker 2 (03:46):
Yeah, Man, Lit's get into it.
Speaker 1 (03:48):
Man.
Speaker 2 (03:48):
So look, man, even like it had talked about when
we talked about before you know It, talked about how
you kind of started us off in the journal in
before you kind of got into digital marketing. Man, like,
how did your folks were working journalism, like really kind
of inspire what you started doing when it came to
hip hop and these cultural spaces that.
Speaker 1 (04:02):
You with me. Yeah, absolutely. I mean I've always been
into creative writing. When I went to college in Minnesota.
This was like even before the blog era, you know,
just to age myself, you know, and I was throwing
parties up in Minnesota, and then I ended up getting
a radio show called The Session with DJ Special Dark.
(04:24):
Shout out to him. He was one of the first
people to give me opportunity to even put my voice
out there. And so, you know, we were heavy in
the hip hop scene in Minneapolis because they have like
a Minneapolis has always had like a thriving hip hop
scene up there. And so from that, you know, I
started meeting people on the Internet. I've always been you know,
(04:47):
huge with the computers and with the net, and so
I started writing for some different platforms. Back then. I
found a site these guys that were based in Germany.
It was called gangstaism dot com. They were like a
deep Southern hip hop blog, but these guys were based
in Germany, so it was almost like it was almost
(05:08):
like murder Dog magazine but online back then, and so
started writing with them, started writing this other side called
wildout dot com and just building up my chops. And
I eventually met a guy that was from Milwaukee but
lived in LA and wrote for the Source magazine shout
out to robiek O Baker, and he gave me like
(05:30):
my real first shot, you know, I would say, in
like the journalism world. And I went to LA and
and and visited him, and like that changed my life.
And I knew that from that standpoint, I knew that
I was going to move to LA and I had
like more of an understanding of like what I wanted
to do and where I wanted to you know, sort
(05:53):
of like take my life, take my career.
Speaker 2 (05:55):
Yeah, man, And so you got into that you started
working in journalism, You're writing like how all of a
sudden you end up working with guys like Young Dolph
and Liz Khalifa.
Speaker 1 (06:03):
So I mean, so you know when I move. I
moved to LA after I graduated and was sleeping on couches,
you know, couch surfing and you know, just taking chances.
I got my first internship at Jordan Brand when I
was in LA working for Reggie Saunders, who's still to
this day is the head of marketing over at Jordan.
(06:24):
And from writing I knew like some of the publicists
at the different record labels, and so one of the
publicists that was working at different records was telling me, hey, man,
like this whole idea that you've been talking about about
PR and Internet PR and things like that, like they're
starting a new department called new Media, and he was like,
(06:47):
I think you'd be perfect, you know, for this, and
so I ended up applying for the job. It was
Ron Fair, who used to run A and M Records,
who wrote for you know, Pussycat Dolls, Keisha Cole, Mary J. Blige,
all of them. He was starting over at Geffen and
I was his first hire in this new department, new Media.
(07:09):
And as soon as I got in over there, the
first thing I told them was that video and content
was the wave. And this is in two thousand and six,
just to even give you reference to the years, and
so YouTube was just starting. And from me being a
kid watching you know, like all the DVD magazine, Smack
DVD and all of that, I understood that now with
(07:32):
this phenomenon called YouTube, that people would watch what we
were watching on Smack DVD but online. So I convinced
him to buy me a camera, a mini DV camera,
and from there I was running around following Snoop, Mary,
Mary j Blige, Common, Jibs, Da Chang Loo. I worked
(07:54):
with him the roots, you know, like all of these artists,
I'm just following them around with the camera. They were
super uncomfortable with it, you know, back then, because that
was still kind of fresh, kind of new, and was
building out vlogs and webisodes even before that was the
actual name for him. And so from there, you know,
(08:16):
through the years, worked went from Geffen the Warner Brothers,
then went from Warner Brothers, I moved out to New
York and I worked at dev Jam and basically just
established relationships, you know, like through all that time, and
I got laid off from dev Jam and the day
after I got laid off, I started my agency, Supreme Marketing,
(08:38):
And so that was really where me starting to work
with artists like Young Dolf and Future. That's where that
all came into play. Eric Cabowen, who was managing Jeez
at the time, she was the first person when I
got laid off to actually give me an opportunity where
she brought me in over at eighty seven thirty two
(09:00):
Jesus Clothing Line and allowed me to do marketing for
the clothing line, but then also create a film division
within eighty seven, and I started recruiting all of the
like young up and coming you know, street niche artists
that matched with you know, Jez's brand. So was connecting
(09:22):
with like Don Tripp, Starlito, Little Loadie, like a lot
of you know, different different artists, and was even discovering
artists and like there was a artist named Dondata who
had went viral for like beating on the porch at
his house in South Carolina, and he went viral, and
so I found him, sent him a bunch of clothes,
(09:44):
and then went and like shot a couple of music
videos for him, and you know, so yeah, it was
it was like a really dope journey going into it
and really being a visionary and following and like the
vision all the way through, even when other people you
know didn't necessarily you know, see it, because I would
(10:06):
sort of be ahead of the game with the vision
of knowing like where content was going and where it's
even at today.
Speaker 2 (10:13):
Yeah, I mean it's funny kind of sitting back now
in twenty twenty five, right, and you know, being like
this is where it was going to go because people
couldn't see it. I remember, you know, I was I
was working at a radio station one time, and I
mean Twitter had been out. I mean this is probably
I don't know, maybe twenty two thousand and nine, maybe
twenty ten, and I remember I got into it with
the president of the radio station because they weren't on Twitter,
(10:36):
and I had been going around signing up, you know,
all of the radio personalities and giving them Twitter accounts.
There's a lot of people even to this day, like
I helped them set up their Twitter account, just being
like subworked in radio, and I remember I'm saying to me, man,
people in the news don't care about Twitter. Nobody's ever
going to be on Twitter. And it's like, yeah, now
that guy's probably like somewhere unemployed and retired, right, And
so it's like the ability to kind of see what's
(10:57):
coming down the path and knowing that look, now that
everything's connected video, social media, these things are happening. We
got to kind of start pushing these people and getting
them on here and being ahead of that kind of
helps you ride that wave. It seems like like what's
one campaign or like one moment that you really remember
that maybe like was a kind of an inflection or
kind of turning point where you like did this thing
once you'd already kind of got into it. It was like, yo,
(11:19):
like that changed things.
Speaker 1 (11:22):
You mean, like change things like in terms of as
far as.
Speaker 2 (11:24):
Like your your reputation just kind of work you were doing.
It kind of like took you to that next level.
Speaker 1 (11:29):
Man. That's huh huh, that's a good question, I would say.
I think, you know, working with Young Dolph was a
was a pivotal part of my career. I worked with him,
uh back when it was back when he had the
song Preach and I connected with Dolf.
Speaker 2 (11:49):
That's my karaoke song, by the way, just see Preaches
my karaoke.
Speaker 1 (11:53):
Yeah, Man, Preacher is a is a classic. He Dolf
was dropping so many gems, so many like that's such
a legendary song. But even with connecting with Dolph, that
was I mean I connected with him, you know through
Don Tripp and Star Alito. I remember we were doing
South By Southwest shows early on. You know, DGB was
(12:15):
a pioneer and even bringing like the type of music
that's at south By right now, you know there during
those years. But it's such a excuse me for like
like name dropping and telling so much, like talking so
much around the story. But like I was working with Future,
and then Future had me help him build up young
(12:39):
Scooter god Riz his so and when Scooter dropped Columbia,
I ended up working and getting that music video as
a MTV Jam of the Week. And so from that,
Scooter was really close with Gucci and so then our
(13:00):
somebody used to go and meet with Scooter over at
this house over on Moorland where Gucci like had the
studio setup and just had like the whole compound set up.
And so then Scooter introduced me to Gucci, and then
Gucci started having me do video promotions for some of
his videos and getting them on BT and MTV, and
Dolf was there, and so then Dolph and I started
(13:21):
talking and then he was like man, and Gucci had
me actually do a campaign for Dolph's A plus video,
getting that on MTV jams. And so then from there, me,
Dolf and Daddy O started just working a lot closer
with each other. And I came in and worked with Dolph,
and I just remember like working like working with them
(13:42):
on Preach. I remember Dolf putting it on like two
different mixtapes and you know, shooting a couple of different
music videos and that really you know, like seeing them
like take a song where like a lot of people
would say, like, man, this song's oh, I don't want
to work it anymore. But he kept pushing it, kept
pushing it, kept pushing it. And we were going out
(14:04):
to New York and doing like all these press days
and like really pushing the issue that Dolph was next,
and he was up next, and I mean to the
point to where like the folks in those offices in
the Doublic sale office and you know what I'm saying,
in the fate or office, like they was damnitar getting
tired of us. He was coming up there and like
pushing you know, the issue so hard. But Dolph was
(14:25):
definitely he was like really good peoples. And I would
say that that was one of many, you know, turning
points in my career. I have a few, you know
what I mean, But like I think with Dolph and
even him believing in me enough when we came from
New York on like our second trip. He was like, man,
(14:46):
Spitty used to start doing interviews, Like, man, you know
you used to write for the Source magazine. DGB is
respected heavily, and as we see going to New York,
these writers up here don't really care about our her
brand of music and what we're doing. He was like,
and all you care about is what we're doing. He
was like, man, you start doing interviews. And so I
(15:08):
grabbed a camera and I was living at this house
in Decatur, and I failed the first off the porch interview.
Speaker 2 (15:14):
You know, yeah, man, and let me get to that.
But you said something that I want to kind of
dove back on for a second, because you mentioned somebody
who I haven't heard that name in a while, but
I know this person's instrumental Daddio.
Speaker 1 (15:25):
Yes, absolutely so.
Speaker 2 (15:27):
I actually know daddy Oo from some work I used
to do with some other projects around the city, and
that's when I kind of first met him. Like just
people like him, who are some other people just in
your opinion that are some of those like super pivotal,
super pivotal, just like important folks in this space, especially
for this like you know, kind of down South music era,
you know what I mean? That just like don't always
get their flowers? Man, who are some other folks like
(15:47):
that you could think of?
Speaker 1 (15:48):
Oh, man, it's definitely a couple of people I can name.
I would say, you know, I mentioned Erica Bowen's name.
She's you know, pivotal. She's like the antie of the
hip hop you know game, and like she's someone who
really has helped push the needle, you know, over the years.
I would say, Uh, Lester Pace is someone you know,
(16:11):
uh lying on right ritten hour, he's you know, pivotal,
like in the space behind the scenes, has you know,
done so much. There was a guy who worked with
uh with bank with bank Roll Fresh. His name was
Wallow and uh, he was somebody who you know. He
and I used to always talk and he he passed
(16:31):
away some years ago. Yeah, but like I remember, he
and I used to always talk because he was super
behind the scenes too, and he used to be like, man, spitty,
one day, we're gonna step out and everybody gonna have
to know, you know, who we are and and and
the work that we've put in. And we used to
always talk about that like at some point, all, at
some point, we're gonna both stop being scary and get
(16:53):
out here, you know what I mean, I would say Cadife. Yeah,
Cadife is is another who has put in so much
work for so many artists and just loves the culture
and has been behind the scenes, you know, doing you know,
just a lot of great things over the years, you know,
and continues to you know, Bill Man's yeah, man, so.
Speaker 2 (17:16):
Yeah's a lot of folks. Again, you just said daddy.
I was like, man, I it made me think I
need to hit him. I need to reach out to him. Man,
I just been a minute as I talked to him.
I've seen him like every once in a while, you
know what I mean, see a mountain about somewhere. But
they just kind of struggle. So then you go back
the first off the porch man, what do you remember
about that.
Speaker 1 (17:31):
It's funny because I remember, like specifically not wanting to
be on camera. I even remember then I was like,
I'm not gonna put my voice on it either, like
I'm gonna just I'm gonna say it. I'm gonna do
the interview. But then like when we actually put it out,
I'm gonna just type the questions because I didn't think
that my you know, I just didn't want in any
(17:53):
way to be out there like that. You know, I've
always you know, thrived and being behind the scenes. I
remember Dolph just like coming with such good energy and
being you know, really genuine, even to the point to
where I asked him like, you know, what are his
thoughts about DGB or what's something you know he would
(18:15):
say about DGB, And I mean he was like, man, DGB.
You know, DGB got the heart of the streets and
you know, all of the members in DGB don't even
understand like how much love I got for them and
what I see them doing. And you know, me being
behind the camera, I'm like, wow, you know, because you
(18:36):
know our team. You know, I got a shout out
our team, you know, shout out to Zip he actually
started the platform DGB. He's from Detroit. Shout out to Hayes,
Shout out to Dre and long lived Pooh. Everybody you
know in our team is very pivotal to you know,
(18:57):
our brand being a success. Everyone. You know, we call
ourselves the pull up crew, you know, because we always
would you know, pull up on artists at any time
and you know, bill with them and have been behind
the scenes and in the trenches with a lot of
these guys, you know, helping them to push their careers
in different ways or supporting them in different ways. So, man,
(19:20):
Dolph was just so cool and just so genuine. I
remember Jose Guappo was at the studio that day as
well and was you know, just chopping it with Dolphin,
giving him his props and just showing so much love.
And then after after the off the Porch interview, Dolph
actually came into the studio. Because the house I lived
(19:41):
at a Decatur it was called Mad Studios. It was
run by Corey Mo from Houston, who you know, produced
for PEMPSI and you know UGK, Slump Thug, all of
those guys. And so Dolph came into the studio and
he actually did a freestyle and he like shouted out
dirty Glove like even in his freestyle that he did,
and it was just just such a good vibe. It
(20:02):
was just so cool and so down to earth and
always was even you know into the end.
Speaker 2 (20:20):
And you know and again like I know you were
telling me like that even when you did that, it
didn't you know, like anything else, man, it's got to build,
you know what I mean, didn't nestally jump off. I
know you had Dolph on there, my boy Scottie atl Yeah, yeah,
you know, bank roll and you know you kind of
took a break for a second. DJ Small is when
the people kind of told you, like, yo, man, you
gotta lean in and like really double down. Like what
made you kind of come back after that break and say,
(20:41):
you know what, You're right, I gotta go hard on
this thing and make it into something.
Speaker 1 (20:44):
So at the time, when I even started off the porch,
I was living back and forth between Atlanta and New York.
And so when I decided to move to Atlanta full time,
I got a creative space that we actually you know,
film and now. And so I remember we were shooting
interviews like in the warehouse, in the studio, like different places.
(21:06):
And I had taken an artist that I was working
with over the DJ smalls and after the interview I
was talking to him. I was like, man, really trying
to get my platform, you know, off the ground, and
I just can't seem to get it going. And he
was like, man, you need to just brand one thing.
He was like, and he was like, don't pull up
the events and do interviews, don't do any recaps don't do.
(21:30):
He was like, man, just brand one thing, just work
on one thing for a whole year. And you know,
he was like, just really just stay focused. And I
was like, damn, okay. I was like, you know what,
like I'm gonna build the porch and put it in
my creative space and just do that. And he was like, man,
the porch is one of the best ideas that you've had.
(21:53):
He was like, I definitely, would you know, do that.
And so I went and got some pictures of the
porch from the house Indicator, and I had this guy
build a porch and build a replica of it, and
and we just started going, you know, just started going
crazy with them. Yeah.
Speaker 2 (22:12):
And I think again, like that's one thing that just
like consistency, right, Like not everything pops off in the beginning,
but like you got to be able to lean into it.
I mean, you know, even when I built you know,
butter butter Nomics, you know, I think people kind of
see the end result, but I tell people like, go back,
scroll all the way back.
Speaker 1 (22:27):
To the beginning.
Speaker 2 (22:28):
Yeah, them first couple of posts still up there. Man,
they only got like five likes on them. You know
what I'm saying it all got like ten views on
the videos. But it's that that continuous kind of effort
over time, Like what have you learned when it comes
to that consistency and building something that like really stands
out and kind of stands testa time.
Speaker 1 (22:43):
Well, first I had to learn that I needed to
practice what I preached because even as a part of
you know, me working with different artists, different clients, I'm
always telling them, don't trip about the numbers, be consistent.
So that was the first thing was I had to
is what I was preaching. Then I remember, you know,
(23:03):
when we when we started shooting and started getting consistent.
The first goal that Hayes and I we we sat
together and and and you know, we set some goals.
And our first goal was, Okay, let's shoot enough content
to where we can start posting AO interview every single
day of the week, Like basically, let's make this platform
(23:28):
like as if it's rap City or as if it's
one oh six in Park, like people go to B
E T every single day and see a new episode.
And so we were like that's you know, we were like,
that's going to be our first goal is to shoot
content so we can you know, release an interview every day,
and me understanding the algorithm and how it works. I
(23:51):
knew that as we kept you know, posting and kept
building that eventually these videos would catch on and eventually
we would be on the recommended you know videos or
the recommended slots like on YouTube and things like that.
So that's what we did, man. We just really like
put our heads down and just started booking as many
(24:14):
artists as possible. And it started with, you know, because
just because we have so many relationships, It started with
us hitting up all the artists that were our friends
and just being like, look like we're starting something like
pull up, and you know it's gonna be something big. So,
you know, artists like Starlito who I mentioned earlier, and
(24:34):
don Tripp like, they were some of our early you
know supporters and people that rocked with us. Trouble was
you know, another one long lived school. He was another
guy who just supported us in our platform. He did
interviews with us before we got there, even before we
got the porch, and we're like interviewing them in the
(24:55):
office and the warehouse, you know, all different spots. But
he just you know supported us heavily. And yeah, man,
we just kept pushing on a regular basis, man, and
just kept that consistency going, and eventually we started seeing
like oh man, okay, like these numbers is going up.
Speaker 2 (25:14):
Okay, yeah, man again, like I don't know. Again, as
somebody that's you know, built a platform, I've seen it
grow and yeah, I agree, man. Like the all I
can tell y'all that we did when we launched is
we just were consistent. Yeah, I mean, I get it. Yeah,
there was definitely moments where like things hit and you
could be like, oh yeah, that was a moment where
like it kind of like jumped off, But that came
from the consistency. Like the thing I'll tell people all
(25:36):
the time is you never know what the thing is
going to be. You never know, and sometimes it's like
the one you think is going to be the one
ain't the one. It's the one you least expect to
be the one is the one that just like takes off.
But like the only way you're gonna find that is
if you're consistent. And like even right now, you know
what I mean. I was telling my team, like we're
building up some of our stuff, you know, on TikTok
and everything. Look We're just gonna post ten times a day.
Speaker 1 (25:57):
Yeah.
Speaker 2 (25:58):
Literally, I said, that's the solution. I literally have enough content,
well for the next two weeks, in next month, the
next thirty days, next sixty days, we're just gonna post
ten times a day and then you know what, we'll
come back and we'll look at it. But until then,
we're just gonna keep our head down. And I just
think that people think there's like some kind of shortcut
or some kind of secret sauce. And at the end
of the day, it's just you gotta show up.
Speaker 1 (26:19):
Nah, for sure, And it's consistency.
Speaker 2 (26:24):
We have a good product too. Now you can, Yes,
you got to show.
Speaker 1 (26:27):
Up, but it's consistency over vanity, right, And you have
to you know. And when I say that, I meaning
you have to be consistent. And you can't just look
at like what are where are the numbers at right now?
You can't just throw money at it and say, Okay,
I'm gonna buy YouTube ads every every time I post
(26:49):
and this and that so that it looks the part.
Like you have to, you know, deal with the growing
pains of it, and you have to be able to
give yourself case studies like you just said, let's post
ten times a day and then in thirty days, let's
look at this and let's see where our peaks and
valleys are with this, so that we understand, Okay, when
(27:10):
we post at this time, more people view it. When
we post this type of content, you know, more people
tend to watch it. You know, things like that. A
lot of people, whether it's artists you know that I've
done marketing with, or even if it's other people who
I see who are starting platforms, a lot of them
are looking for that vanity over, you know, wanting to
(27:33):
be consistent. And it's like, like you just said, there's
no magical button that you can press that's just gonna
make you go viral, you know what I mean. Like,
it's all about consistency and going through the growing pains.
It is a part of it.
Speaker 2 (27:46):
Yeah, It's just part of the process.
Speaker 1 (27:47):
Man.
Speaker 2 (27:47):
I mean, we all got to kind of go through it.
And again, you know, I think I saw a thing.
Maybe it was Tyler the creator that was talking, but
he was kind of talking about like, yo, y'all make
a song and y'all posted one time, right, you know,
y'all make a video you put use like man, I
will post that video every single day. And the way
I always kind of think about it is, you know,
like almost like sports, right, like if you play sports,
(28:08):
if you play basketball, even Lebron only gets up so
many shots, yep, you know what I mean. Like you
played baseball, you only get so many at bats. Like
when it comes to this, you get to choose, I
mean at bats you get every day, you know what
I mean. And so I'm just like, well, if I
get to choose, hell, I'm gonna get that bad as
much as I possibly can, absolutely, because again, you never
know in that moment. I always kind of give the
(28:28):
example of even if it was like in the early
days of Butter, like we made a piece of content,
super simple, just something we made like literally in the
office cafeteria at work, and you know, I never would
have known that would have been like one of those things.
But then all of a sudden, you know, and we
had been being consistent and been posting stuff, and you know,
there's little pops here and there all of a sudden,
(28:49):
like my Twitter starts going off, man Chrissy tag and
John Legend's wife is like taking our post. I don't
even know how I got on Twitter and like arguing
people about it in the comments, you know what I'm saying,
And then all of a sudden, you got picked up
by Complex and first we feast and then I get
a call from The Today Show. The Today Show does
a whole segment about this piece of content that we posted,
(29:10):
and like a whole and the content was literally, how
do you eat your chicken wings? That's literally it was
some simple stupid But.
Speaker 1 (29:18):
That's a huge topic though, man, because you know, some
people eat those flats and they can like grab it,
but then they out pull it and then there's no
more meat on the bone. It's over with.
Speaker 2 (29:28):
That's what it was.
Speaker 1 (29:29):
It was. It was a picture.
Speaker 2 (29:30):
We had five wings on the plate and it was like,
how do you eat it? One through five? And it
was like one was like a little bit, you know,
two was more than like the five was just yeah,
it's just like the bone. And like basically Christy Teakan
was like, if you not a five, don't come to
my house and just create this whole debate. Yeah, literally
where it ended up on Today's Show. And like, looking
back at it, it was a super simple thing that
we created. It wasn't over engineered. Yeah, and you never
(29:51):
would have thought, Oh, that's gonna be the thing. It
like opens up these other doors and the other things.
You know, like we have a relationship now, you know
kill a Mic is a already partner with butter Now.
One of the reasons why that happened though, was we
created a piece of content one time and it was like,
what's the most at L shoe ever? And like it
came down to like, you know, the Air Force ones
and the Rebok classics and the older Feli with and
(30:16):
like I think the Air Force ones came out of
the vote or whatever. But he like just DMed us.
It was like, I mean, that's cool, But it was
always the feeling. I was like, I was like, you're right.
But since we're talking like at your boy, you know,
we put a whole relationship because you never know what's
going to be the thing.
Speaker 1 (30:33):
You never know. And you mentioned Tyler the creator and
he's always dropping gems uh something else that I saw
him say that. I actually repeat the people a lot
is when us talking about like consistency versus vanity, and
sometimes the views might not be crazy, but if the
(30:54):
right people are watching it, then it can be so
much more impactful. I remember him talking about like something
that he had discovered online and he said when he
saw it, it only had like thirty or forty views,
and it might have been someone that he featured on
like a new project or something like that, and even
speaking to Killer Mike. So I created a new podcast
(31:15):
where I'm actually on camera. I'm building up a whole
new channel. It's called Real Spit with Spitty, and I'm
dropping gems on there. And I did an episode called
talking about newer artists canceling their tours and why legacy
artists have been selling out on tours, and so I
was talking about the fact that, you know, artist development
(31:38):
is like a lost art in the industry, and how
a lot of new artists are going viral but then
aren't necessarily practicing their performances and things like that. Man,
the video on YouTube might have had like forty views
on it. But then Killer Mike jumped in my comments
on the gram and on the YouTube and did like
(31:58):
a long paragram breaking down like how artists need to
you know, practice their performing and how that can lead
to longevity and things like that, and I'm like, damn,
you know, just yesterday I'm looking at my channel, and
I'm like, man, forty views, like what you know, but
(32:19):
then the value of the people that are watching it,
It's like okay, like this is actually reaching you know,
certain people.
Speaker 2 (32:28):
Important eyeballs on there. I was talking to and folks,
and he kind of gave me a perspective when he said,
he's like, well, think about it like this, Brandon, Like
you know, like even looking at you, I know, y'all
(32:48):
have like well over half a million followers on YouTube,
you know what I mean. Other channels are huge. So
he's like, think about it, right, like if you got
a half million people, he was like, bro, like that's
like six Mercedes Benz stadiums, you know what I mean.
And again, like we talked, if you've got a thousand views,
that's a whole auditorium. Like I know, we we we
(33:11):
kind of like, you know, yeah, hell, have you got
one hundred views?
Speaker 1 (33:13):
Can fit?
Speaker 2 (33:13):
You can't feel a hundred people in this room right here?
Speaker 1 (33:15):
That's so real, you know.
Speaker 2 (33:17):
So it's like we kind of like sometimes downplay I
think because again you just think about like how big
the internet is. And like we said, everybody put into
perspective for me, like yeah, like man, you know what man,
this man it's postally got a thousand likes on it.
He's like, well think about that, that's still a thousand people.
Like have you seen a thousand people before? It's like, yeah,
(33:37):
I have, you know, Like, damn, that's a lot of people, right,
And so I think even when it comes to creators,
it's just you got to find those those things that
kind of continue to inspire you, you know what I mean,
Because what you're doing, even though it might feel small,
Like I said, even if it's thirty views, forty views,
go put go get forty people and go tell them
to stand together and look at how many people forty
people is you know what I'm saying, Go tell forty
(33:59):
people to all say something right Like, So that's what
it kind of helped me, even like reset, because sometimes
you'd be like, man, it's just like this thing didn't
really pop off, manue it didn't get ten thousand likes
on it. It's like, well, shit, you got five thousand,
and it got two thousand and got a thousand, you
know what I'm saying, That still counts for something absolutely,
and so that's something we got to do point like
keep even keep ourselves like kind of grounding that stuff
(34:20):
man like, because sometimes you get caught up in it
even when you have had success.
Speaker 1 (34:24):
You know what I'm saying, No, for sure, and the
small winds count. And one thing that I've learned is
to even celebrate the small wins. You know, I've been
someone who you know, I guess it's a Midwest thing,
you know, like just you know that blue collar like
let my work speak for itself. So you know, a
lot of times I wouldn't celebrate my wins, celebrate the victories.
(34:48):
But you know, even something that I emphasized to my team,
I'm like, yo, let's celebrate ourselves. Let's you know, even
the small winds, Like, let's celebrate it because all of
this means something. And you know, you don't want to
wait too late or or or when your rain is
over and then you know try to you know, reap
(35:09):
the benefits of it or or you know, try to
do that. It's like, you got to celebrate all of
the small wins now to you know, get to those
bigger wins.
Speaker 2 (35:18):
When did you start treating off the porch like a
real business. I mean again, like I know you were
doing it in the business. When did you say okay,
like this thing is working or I'm a treat like
this's like, when did it kind of become like a
real business and what did you start doing?
Speaker 1 (35:30):
So I would say I started treating it like a
real business as soon as I when when I made
the decision to move here to Atlanta from New York
full time. That was I remember calling my business partners.
I remember, you know, calling Hayes, calling Dre, calling Pooh
(35:50):
when he was still alive and telling everybody like, hey,
I'm giving up my apartment in Brooklyn moving to Atlanta
full time. Everybody, let's come together in Atlanta and let's
like live here full time and really, you know, take
you know, really take the brand serious and push forward.
(36:12):
And so Hayes, he was living in Tampa, Florida. He
moved here, and then Dre he was in Baton Rouge
or no, he was in Dallas. He's from Baton Rouge,
but he was in Dallas. And then he moved down
here full time. And I was like, oh, okay, like
we are serious. Okay, everybody's serious. And Pool was making
(36:33):
plans to move down here. He had a family, so
he was working everything out and he was making plans
to come down here as well. But uh yeah, man,
it was it was a true decision when when I said, Okay,
I'm giving up this New York lifestyle. Brooklyn is getting
too gentrified and too crazy, rents too high, Like let's
come to Atlanta and really take this on full time.
(36:56):
And that's when it was I didn't, like I said,
like at first, we were just shooting interviews in the warehouse, shooting,
you know, so we didn't all the way know like
that it was gonna be off the porch again, you
know what I mean. But then, like I said, I
had that talk with Smalls that like opened my eyes,
like you know what, like I've actually got a brand
(37:17):
that like is unique and you know, something that really
touches you know, you know, like like like like people's minds,
people's souls and things like that.
Speaker 2 (37:30):
And so yeah, what's been one of the hardest things
about scaling and building this business?
Speaker 1 (37:36):
Uh? I think the Okay, I would say, I'll give
you two things. One was being consistent and you know,
putting up the money to you know, buy all this equipment,
and you know, like I mean, we didn't you know,
we didn't have like a business loan or a business
(38:00):
partner that came in. It was just, you know, it
was basically, you know, my marketing company, Supreme Marketing, was
doing very well, and it was like all right, y'all,
like I'll put up you know what I mean, Like
I'll put up the money. Like let's just you know,
make it happen. And so I would say in the beginning,
just staying consistent and spending your own money and not
(38:23):
seeing a lot of views, not making any money at all,
you know, because I mean it took us, It took
us a few years to like start making money off
of YouTube and start figuring out like how to monetize it,
you know what I mean. We were doing promo and
other you know what I mean, figuring out ways to
monetize our brand so that we could put money back in.
(38:44):
But it wasn't you know, close to what we were
you know, putting in. I would say the second difficult
aspect of it was thinking that thinking and maybe even expecting,
you know, like certain artists that I may have worked with,
or certain artists that you know, had supported the brand
(39:06):
over the years for them to come and do interviews
and us just not being able to you know, get
them on the platform and the frustration being like damn,
like taking it personal, you know, like, man, they don't
mess with me this or that, Like why, you know,
why won't these certain artists like come on the platform
and support, you know, what we're doing. I think that
(39:27):
was one of the most difficult things outside of you know,
the money. But then I also just had to realize,
like you know, and I stopped looking at it as
a negative thing and just looked at it like, Okay,
there are several artists that are supporting us. There are
several artists that are pulling up and that are tapping
(39:48):
in with us. So let me focus on that. Let
me focus on the positive things, and then everything else
will come around the way that it's supposed to. Yeah.
Speaker 2 (39:58):
Yeah, I mean again, it's always easy to focus on
like what you don't got or what other people aren't doing.
I mean, you know, I'm an only child, and so
I have a tendency to I've just always been raised
to like, look at myself, control what you can control,
because again, the end of the day, my mom would
always tell the men, grown folks gonna do what grown
folks want to do. And that's something I just had
to deal with and I hear it all the time.
Like one of the things I remember you telling me
(40:19):
is that, like the pandemic is really kind of a
moment where y'all really exploded, and it that really resonated
with me because I kind of feel the same way
about Butter. Like again with my background in digital as well.
You know, I remember telling my team when everything kind
of shut down, I was like, look, everybody's gonna be
at home on these on these computers and on these phones.
We got to lean in like did you have a
similar idea, Like what do you think really helped y'all
(40:40):
grow so much during that time?
Speaker 1 (40:41):
Yeah? Absolutely, the pandemic. The pandemic was good to us.
You know, we knew that everything was gonna be shut
down and people were going to be at home looking
on their computers, looking on their phones, and we just
made that commitment like, look, we need to continue to
supply to people with what they want. And you know,
(41:05):
Atlanta was you know, probably the only city that was
you know, that was open. Yeah, you know what I mean. Now,
I remember in the beginning when we were I remember
in the beginning when we were filming and they were
doing like the curfews and they even came and knocked
on our door one time, you know, and uh so
we were nervous, like, damn, are we gonna get fined
(41:26):
or are we gonna but you know, we have a
full creative space with recording studios and everything in it,
so you know, for a lot of the creatives, we
were that safe haven, you know, during that you know,
during that time. So we just knew that with Atlanta's
still being open and us having a creative space, that
(41:49):
we had to take advantage of it. And you know,
a lot of artists, whether they ended up getting stuck
here or just being a place where people were traveling,
you know, we weed that opportunity for people to tell
their stories during one of the most frustrating times of
a lot of our lives. It was difficult too, because,
(42:10):
you know, during the pandemic, my mom had actually gotten
diagnosed with cancer, with stage four cancer, and so it
was really difficult because I had to make a decision
on okay, like how much can I be at the office,
and you know, like I can't take chances of you know,
bringing something back home, and you know, so that was
(42:32):
a really scary moment, really trying moment because I mean
I remember, you know, coming to the office and then
like going home and at the front door, like taking
everything off and throwing it into the washing machine. And
that was a part of the regiment for a minute.
And I'm a germaphobe, and everybody at the office laughs
and me about it. So, man, I got a hazmat suit.
(42:55):
I was pulling. I was coming to the office a
couple of times like with a hazmat suit on, and
people was like, is this dude for real? And it's like, Yo,
we're gonna, We're gonna make this happen. And and then
I have a dope team, and you know, my partner
Hayes like really held it down like during the pandemic
and took on like a brunt of the work and
(43:17):
did a lot of you know, the interviews like during
the time where I was down and take a mom
to chemo and you know all of that, and so
it was just like, man's just such a blessing to
have adult team that's that's so supportive and you know
all of that. And so, man, the pandemic was, you know,
it was good for us, and it was an amazing,
(43:40):
scary time, but you know. We we we pushed through
and we're open and yeah, man, yeah I remember.
Speaker 2 (43:48):
You know, I was having conversations with my team and
somebody got frustrated me, and I was like, look, this
is my first pandemic. Okay, I'm trying to figure this
thing out, right, Like you know what I'm saying, Like, look,
I've done through a lot of stuff, but I've ever
been through a global shutdown. So you know what, be
patient with me. I'm I'm the same thing. I'm managing,
making sure my family is good. You don't know you
got to do all that trying to do all this
(44:09):
other kind of stuff. I remember something, this is my
first pandemic. Y'all just chill out for a second. We
all figured this thing out together. I'm be honest with you. Man,
going to work in a Hansman suit is the real
esting I've ever heard from this So I know you
would definitely dedicate it to it. Man, But look, you've
been doing all that stuff. You've been killing it. You
know now you're starting to get in from the camera more. Man,
what kind of made you make that pivot?
Speaker 1 (44:30):
Actually it was something that even uh, you know, my
moms was encouraging me to do it a lot, and
I slowly started, like right before she passed, and so
I remember her just telling me like, hey, like you
have you have a unique story within yourself, and you know,
she was like, don't be like me, and and and
(44:50):
and and and be shy or be you know, scary
to you know, tell your story and talk in front
of people, and so you know, and and and then
she would joke with me and say, you know, your
grandmama said she was gonna be a preacher, that you
was going, you know, be talking to people and and
and and and talking in front of people, which is true.
My grandmama used to say that when I was younger,
like you're gonna you're gonna be you specially you know
(45:11):
all our grandmama said, you know, but she was like,
you're gonna be a preacher. I know, you're gonna be
talking in front of people and people are gonna be
inspired by what you're saying. So so my mom started
saying that to me. I was like, damn, you know.
I was like, you might be right. And so I
remember be High reached out to us to do an interview,
and Hayes called me and was like, yo, Beehi, just
(45:33):
reached out for us to go and and you know,
come on this platform and do an interview. And I
just remember my mom's being so hyped me telling him like, Hey,
I'm about to go do this interview. This guy be high,
he's like a story and he's on the radio like
all of this stuff. And she was like, go do it,
Like do it. You need to step out, you need
(45:53):
to show your greatness and all of that. So I
did that and and that like was a part of
you know, opening my mind and being willing to do that.
And then, you know, during my healing journey after my
mom passed and going to therapy, my therapist, you know,
says something to me that was so deep one day,
(46:14):
and she was like, you know, it's your responsibility, you know,
to step out and to you know, share your story
and to even share you know, just all the things
that you've learned over the years from being a college graduate,
from you know, being in journalism, from you know, you know, man,
(46:34):
I I said when I was a kid, bro that
I was going to write for the Source magazine and
I was going to work at dev Jam And I
did both of them, you know, just you know, I
learned the power of manifestation at such a young age,
and pretty much everything that I said that I would
do when I was younger. I said I would live
in LA I said I would live in New York,
(46:56):
you know what I mean. And I've done those things.
And I said that as a kid, like I would
be at our block parties, you know, saying this stuff.
So my therapist was just reminding me of that, like, hey,
it's your responsibility to share, you know, some of this game,
some of this wisdom that you've amassed over the years
and things like that. And so I took it that serious,
(47:18):
like wow, you know, I can really inspire people, you know,
with my story being somebody that's you know, from the
trenches and who made it, you know, from Section eight,
you know, to and going to North Division High School
and getting the government cheese and the government butter and
you know all of that stuff, the powdered milk, you
(47:39):
know what I mean, the peanut butter with all the
oil on the top, you know, to being in these
big offices and having people like La Reid and Jimmy
Iveen and you know, all of these people like respecting
my mind and respecting you know what I'm talking about
and following lead to you know, my marketing plans, campaign
(48:00):
and different things like that. So it's like, if I
could do that and this whole time, I've always just
looked at myself as I'm just a little Jacoori from
twenty second in Townsend. You know what I'm saying. I've
never looked at myself like, oh, I'm just I'm just
executive at depth, jam So speak to me this way.
I've always just been been me. So it's like, if
(48:23):
I could do all of these great things and not
change the person that I've been, you know, my whole
life or whatever. You know, I'm like, I can definitely
inspire some people that you can stay true to yourself,
believe in your goals, believe in your dreams, and you
can accomplish anything that you put your mind to. You
can manifest anything that you put your mind to. And
(48:46):
that is a huge driving force for me to speak
out and you know, give my perspective as you know,
being a realist, being a real one and you know,
just you know, and having love for the game, love
for life and wanting to see people win. So you know,
that really inspires me to just to speak out and
(49:09):
put myself in front of the camera and just show
people like, man, you can do it, and you can
have you can have gray and your beard and you
could do it. You ain't got to black it out.
You ain't gonna you know what I man, like, you
can you can? You know you can do it.
Speaker 2 (49:32):
You said something in there too that I want to
even kind of take a step back on. And it's
funny because I was having this conversation with a buddy
of mine actually yesterday that works at YouTube, because YouTube
is a is definitely a big part of you all's business.
And he was basically saying, man, look it's money in
this YouTube thing, man, And like he was like, I'm
just telling y'all, a lot of these folks in Atlanta
(49:53):
aren't on it like they need to be. You go
to other cities like LA and New York and you see, man,
let's see these folks. Know, man, is there is there
opportunity in YouTube?
Speaker 1 (50:01):
Brother, I'm gonna tell y'all right now, YouTube is you know,
like right now, people are making full time jobs off
of YouTube, you know what I mean? Like you can
you can clock a million dollars on YouTube, you know
what I mean? And and and and and you know,
you can change your life. You can go from you know,
(50:23):
content creation being a part time situation to it being
a full time situation. You know, we have a full staff.
We've hired people from other cities and have moved them
to Atlanta and have given them, you know, full time
jobs and things like that based off of YouTube, you know.
(50:45):
And and then YouTube is just one of the is
just one of the tools to then be able to
open up other avenues of making money, you know, with
sponsorships and you know, working with other brands, brand partnerships
and you know, different things like that. So yes, and
you know a lot of people think that YouTube is
(51:08):
oversaturated right now and that maybe it's not you know,
something that they should pursue. But that's that's not the truth.
You know, like YouTube and the Internet as a whole,
like it's all divided in these different niches. And so
you know, you have car enthusiasts, you have you know,
(51:29):
people that do d I Y, you know, gardening, you know,
all of these different niches and there's so much room
for more content creators. You just have to be creative,
you know, have your own niche and be consistent but yeah,
YouTube is is definitely you know, a strong force to
(51:50):
what we're doing and huge you know for new content
creators that are looking to you know, start like their
their ideas.
Speaker 2 (51:59):
Then absolutely.
Speaker 1 (52:00):
Yeah.
Speaker 2 (52:00):
I'm just just like, I need somebody to make sure
they let them know who knows firsthand. You know what
I'm saying, This is good man, Look before we get
out of here, just for somebody starting out now and
you know they're looking at what you built. They want
to they want to do something great, they want to
create something impactful. Like what's what's the best advice you
would give them? Even they kind of run in some
(52:20):
like you know, roadblocks and then hiccups early.
Speaker 1 (52:22):
On, the best advice I would give them is that
every winner takes losses, and you have to be comfortable
with getting outside of your comfort zone and understand that,
you know, to see success, you know, it takes consistency
(52:43):
and some of the ideas aren't going to work. Some
of the ideas or you know, some of the things
that you do might not pan out the way that
you you know, for you know, imagine in the beginner,
you know, they say shoot or shoot, and so if
you don't take the shot, how do you know if
you're gonna make it or if you're gonna miss it?
(53:04):
You know, and you might surprise yourself pushing yourself and
being consistent with something at how good you actually are
at it. Also, I've learned, you know, through experience, that
there's no true guide book in success, and you can't
look at other people's road to success. You can't look
(53:26):
at other people's story and base yours off of theirs.
Some people go viral and get it like that. Some
artists become a one hit wonder and get it like that.
Some artists build up and it takes them ten fifteen
years of being consistent and building a base and you know,
(53:47):
having their success that way. So I would just say,
be consistent, be creative, take that fear out of your heart,
out of your stomach, and use that as fuel to
push yourself to be great, because fear is what holds
all of us back, the fear of the unknown and
(54:09):
the fear of you know, am I gonna look stupid?
I am I gonna look crazy? You know doing this?
Like what are people going to think about me? This?
And that most of the people, most of the critics,
most of the people that are you know, talking about you,
whether it's in the comments or whether it's like a
peer group. Are people that don't have that don't have
(54:31):
the balls or that don't have the you know, don't
have it in them to move forward with an idea.
So I would say, man, just be consistent and don't
care about what anybody has to say, whether it's in
comments or your peer group or your family or whatever.
Just just go forward with it.
Speaker 2 (54:48):
Yeah, man, just get it man, Yo, spitting Menu. I
appreciate you pulling up. Man, it's been amazing. Congratulations on everything,
accomplishing everything you're getting ready to do with the new
the new podcast and everything before we get out of here. Man,
how can people find you? Support you? Like, give them
all the things?
Speaker 1 (55:01):
Brother, But you can follow me on ig, Facebook, Twitch, Twitter,
threads at spitty Will also follow at Dirty Glove Bastards
with an S and DGB underscore Off the Porch on Instagram,
search Off the Porch on YouTube and search real spit
(55:23):
with Spitty on YouTube or going to my channel spitty
Will and just sow some love and I appreciate the
love and I want to also, you know, just take
time to give you props for building your platform and
what you've been doing here, you know, for Atlanta, for
the culture and just you know, you being an outlier,
(55:43):
you know, you being someone who you know looked fear
in the eye and says, you know what, like I'm
not going like let this hold me back, and you know,
pursuing your dreams and doing what you're doing, man, because
you're doing a lot of great things. And you know,
we mad at that event at State Farm Arena, like, man,
this dude is doing events you know with the top
(56:07):
influencers you know in the city, and then the culture
like at State Farm Arena, like who who's able to
get access to State Farm rent? Like come on, man, Like,
so you killing it, bru. So I just really got
to give you your props, man, and you know, just
anything that I can do from my end, you know,
for you, I extend that. And I can't wait to
(56:28):
have you on off the porch so that you know,
we can chop it up and you share your story
with the world.
Speaker 2 (56:32):
Hey man, I appreciate it, brother, I appreciate you pulling up.
It was it's nothing to pure support man. And like
you said, brother, like the people that are working, we
support each other, you know, we ain't got We ain't
got time to siting round hating on nobody. You know
what I'm saying. We build each other. We connected on
a genuine you know what I'm saying connection. I been
trying to building this thing ever since. Man, So I
appreciate you pulling up. Congratulations to everything you accomplishment. We
(56:53):
see what's what's next? And but that said, y'all, that's
the pod.
Speaker 1 (56:56):
You'll be out hege.
Speaker 2 (57:00):
You've been listening to button Nomics and im your hosts
Brandon Butler, got comments, feedback? Want to be on the show.
Send us an email today at Hello at butteronomics dot com.
Butter Nomics is produced in Atlanta, Georgia at iHeartMedia by
Ksey Pegram, with marketing support from Queen and Nikki. Music
provided by mister Hanky. If you haven't already, hit that
subscribe button and never missed an episode, and be sure
(57:20):
to follow us on all our social platforms at butter
dot atl Listen to button Nomics on the iHeartRadio app,
Apple Podcasts, or wherever you get your podcasts.
Sometimes the views might not be crazy, but if the
right people are watching it, then it can be so
much more impactful. I created a new podcast where I'm
actually on camera. Man. The video on YouTube might have
had like forty views on it, but then Killer Mike
jumped in my comments on the gram and on the YouTube,
(00:22):
and I'm like, damn, you know, just yesterday I'm looking
at my channel and I'm like, man, forty views, like
what you know? But then the value of the people
that are watching it, It's like, okay, like this is
actually reaching you know, certain people.
Speaker 2 (00:43):
Everybody. Welcome to another episode of Button Nomics imy host
Brandon Butler, Fountacyo Butter atl And today, Man, look we
got somebody special up here.
Speaker 1 (00:51):
Man.
Speaker 2 (00:51):
And like you know, I know y'all seen the stuff.
If you don't know, you shouldna know real quick. You
know what I'm saying. We got the one that only
mister Spitty will the founding creator off the porch. Man, Spitty,
how you feeling.
Speaker 1 (01:03):
Man, I'm feeling great today, Bro. How about you? Man?
Speaker 2 (01:05):
Like I said, Bro, if I was an even better
i'd be you man, Like I told you before we
got into your man, you know what I'm saying, Yes,
that's what's up.
Speaker 1 (01:10):
Bro.
Speaker 2 (01:11):
It's an honor and a blessing to have you in here.
Speaker 1 (01:13):
Man.
Speaker 2 (01:13):
I know, you know you're usually behind the cameras. You're
getting from the front of the cameras a little bit
more nowadays.
Speaker 1 (01:18):
Yeah, no, for sure, switching it up. You know, I've
been inspired to, you know, share my story as well
as just you know, share some game that I've learned
over the years from experience, and you know, hopefully be
able to inspire some some other young creators executives in
the making, you know, things like that.
Speaker 2 (01:36):
I love it, man, I love it.
Speaker 1 (01:37):
Man.
Speaker 2 (01:37):
Well, look we're gonna get right into this thing, man.
So one of the things I do, you know normally
folks who are like, yeah, tell us about yourself and
tell us what you do. And you know, look, man,
first of all, people have seen the work. Like, let
me be honest, people have seen the work. But what
I do is I always say, let me ask chat
cheapt what they say about this person. So I asked,
chat cheap bt, Okay, who is spitty Will? And I'm
(01:57):
gonna tell you, I'm gonna read it. What it said
you tell me is chat facts A cap I think
it's facts though, because you know, usually I could tell,
but because I've done this with all my guests, you
know what I'm saying. I literally just read what it
says about him, like when it's short, it might be like,
but it's long, like yours is kind of long.
Speaker 1 (02:13):
Man.
Speaker 2 (02:13):
That means you've got a lot of data points out there.
You know what I'm saying, So let me get right
into it, it says Spitty. Will is a visionary creator
and driving force behind Off the Porch, one of hip
hop's most respected platforms for authentic, en depth conversations with artists,
shape and the culture. Originally from Milwaukee and educated at
the University of Minnesota, Spitty began his career in journalism
and digital marketing, quickly becoming a pivotal figure behind some
(02:36):
of the music's most influential marketing campaigns. He's read, He's
led digital strategies for iconic artists like Young Dolph, Future Wiz, Khalifa,
Mary J. Blige, and Snoop Dogg, making him a true
pioneer of digital storytelling and hip hop. Barkaining found it
initially from his own portion Decatur, Georgia, Spitty transformed Off
the portion to a cultural cornerstone by trusting his instincts
(02:57):
and staying committed to genuine storytelling even when the sets
didn't come overnight. Today, his platform is known for its
raw authenticity, giving artists of space to share their stories
in an environment built on respect, community, and real connection.
With a career spanning labels like def Jam, Warner Brothers, Geffen,
Spitty brings an unmatched industry insight to these interviews, connecting
(03:19):
audiences deeply with his human side of hip hop's brightest stars,
whether behind the scenes or stepping forward to share his
own journey, Spitty embodies the essence of building something meaningful,
staying true to the culture, never quitting on your vision,
and understanding the power of relationships and perseverance.
Speaker 1 (03:35):
Boyschat GPT is scared boy, Yo, that's what's up.
Speaker 2 (03:40):
That's what Chad says about you. Bro.
Speaker 1 (03:42):
Yeah, that's amazing. Bro's that's that's definitely accurate, Yes, sir.
Speaker 2 (03:46):
Yeah, Man, Lit's get into it.
Speaker 1 (03:48):
Man.
Speaker 2 (03:48):
So look, man, even like it had talked about when
we talked about before you know It, talked about how
you kind of started us off in the journal in
before you kind of got into digital marketing. Man, like,
how did your folks were working journalism, like really kind
of inspire what you started doing when it came to
hip hop and these cultural spaces that.
Speaker 1 (04:02):
You with me. Yeah, absolutely. I mean I've always been
into creative writing. When I went to college in Minnesota.
This was like even before the blog era, you know,
just to age myself, you know, and I was throwing
parties up in Minnesota, and then I ended up getting
a radio show called The Session with DJ Special Dark.
(04:24):
Shout out to him. He was one of the first
people to give me opportunity to even put my voice
out there. And so, you know, we were heavy in
the hip hop scene in Minneapolis because they have like
a Minneapolis has always had like a thriving hip hop
scene up there. And so from that, you know, I
started meeting people on the Internet. I've always been you know,
(04:47):
huge with the computers and with the net, and so
I started writing for some different platforms. Back then. I
found a site these guys that were based in Germany.
It was called gangstaism dot com. They were like a
deep Southern hip hop blog, but these guys were based
in Germany, so it was almost like it was almost
(05:08):
like murder Dog magazine but online back then, and so
started writing with them, started writing this other side called
wildout dot com and just building up my chops. And
I eventually met a guy that was from Milwaukee but
lived in LA and wrote for the Source magazine shout
out to robiek O Baker, and he gave me like
(05:30):
my real first shot, you know, I would say, in
like the journalism world. And I went to LA and
and and visited him, and like that changed my life.
And I knew that from that standpoint, I knew that
I was going to move to LA and I had
like more of an understanding of like what I wanted
to do and where I wanted to you know, sort
(05:53):
of like take my life, take my career.
Speaker 2 (05:55):
Yeah, man, And so you got into that you started
working in journalism, You're writing like how all of a
sudden you end up working with guys like Young Dolph
and Liz Khalifa.
Speaker 1 (06:03):
So I mean, so you know when I move. I
moved to LA after I graduated and was sleeping on couches,
you know, couch surfing and you know, just taking chances.
I got my first internship at Jordan Brand when I
was in LA working for Reggie Saunders, who's still to
this day is the head of marketing over at Jordan.
(06:24):
And from writing I knew like some of the publicists
at the different record labels, and so one of the
publicists that was working at different records was telling me, hey, man,
like this whole idea that you've been talking about about
PR and Internet PR and things like that, like they're
starting a new department called new Media, and he was like,
(06:47):
I think you'd be perfect, you know, for this, and
so I ended up applying for the job. It was
Ron Fair, who used to run A and M Records,
who wrote for you know, Pussycat Dolls, Keisha Cole, Mary J. Blige,
all of them. He was starting over at Geffen and
I was his first hire in this new department, new Media.
(07:09):
And as soon as I got in over there, the
first thing I told them was that video and content
was the wave. And this is in two thousand and six,
just to even give you reference to the years, and
so YouTube was just starting. And from me being a
kid watching you know, like all the DVD magazine, Smack
DVD and all of that, I understood that now with
(07:32):
this phenomenon called YouTube, that people would watch what we
were watching on Smack DVD but online. So I convinced
him to buy me a camera, a mini DV camera,
and from there I was running around following Snoop, Mary,
Mary j Blige, Common, Jibs, Da Chang Loo. I worked
(07:54):
with him the roots, you know, like all of these artists,
I'm just following them around with the camera. They were
super uncomfortable with it, you know, back then, because that
was still kind of fresh, kind of new, and was
building out vlogs and webisodes even before that was the
actual name for him. And so from there, you know,
(08:16):
through the years, worked went from Geffen the Warner Brothers,
then went from Warner Brothers, I moved out to New
York and I worked at dev Jam and basically just
established relationships, you know, like through all that time, and
I got laid off from dev Jam and the day
after I got laid off, I started my agency, Supreme Marketing,
(08:38):
And so that was really where me starting to work
with artists like Young Dolf and Future. That's where that
all came into play. Eric Cabowen, who was managing Jeez
at the time, she was the first person when I
got laid off to actually give me an opportunity where
she brought me in over at eighty seven thirty two
(09:00):
Jesus Clothing Line and allowed me to do marketing for
the clothing line, but then also create a film division
within eighty seven, and I started recruiting all of the
like young up and coming you know, street niche artists
that matched with you know, Jez's brand. So was connecting
(09:22):
with like Don Tripp, Starlito, Little Loadie, like a lot
of you know, different different artists, and was even discovering
artists and like there was a artist named Dondata who
had went viral for like beating on the porch at
his house in South Carolina, and he went viral, and
so I found him, sent him a bunch of clothes,
(09:44):
and then went and like shot a couple of music
videos for him, and you know, so yeah, it was
it was like a really dope journey going into it
and really being a visionary and following and like the
vision all the way through, even when other people you
know didn't necessarily you know, see it, because I would
(10:06):
sort of be ahead of the game with the vision
of knowing like where content was going and where it's
even at today.
Speaker 2 (10:13):
Yeah, I mean it's funny kind of sitting back now
in twenty twenty five, right, and you know, being like
this is where it was going to go because people
couldn't see it. I remember, you know, I was I
was working at a radio station one time, and I
mean Twitter had been out. I mean this is probably
I don't know, maybe twenty two thousand and nine, maybe
twenty ten, and I remember I got into it with
the president of the radio station because they weren't on Twitter,
(10:36):
and I had been going around signing up, you know,
all of the radio personalities and giving them Twitter accounts.
There's a lot of people even to this day, like
I helped them set up their Twitter account, just being
like subworked in radio, and I remember I'm saying to me, man,
people in the news don't care about Twitter. Nobody's ever
going to be on Twitter. And it's like, yeah, now
that guy's probably like somewhere unemployed and retired, right, And
so it's like the ability to kind of see what's
(10:57):
coming down the path and knowing that look, now that
everything's connected video, social media, these things are happening. We
got to kind of start pushing these people and getting
them on here and being ahead of that kind of
helps you ride that wave. It seems like like what's
one campaign or like one moment that you really remember
that maybe like was a kind of an inflection or
kind of turning point where you like did this thing
once you'd already kind of got into it. It was like, yo,
(11:19):
like that changed things.
Speaker 1 (11:22):
You mean, like change things like in terms of as
far as.
Speaker 2 (11:24):
Like your your reputation just kind of work you were doing.
It kind of like took you to that next level.
Speaker 1 (11:29):
Man. That's huh huh, that's a good question, I would say.
I think, you know, working with Young Dolph was a
was a pivotal part of my career. I worked with him,
uh back when it was back when he had the
song Preach and I connected with Dolf.
Speaker 2 (11:49):
That's my karaoke song, by the way, just see Preaches
my karaoke.
Speaker 1 (11:53):
Yeah, Man, Preacher is a is a classic. He Dolf
was dropping so many gems, so many like that's such
a legendary song. But even with connecting with Dolph, that
was I mean I connected with him, you know through
Don Tripp and Star Alito. I remember we were doing
South By Southwest shows early on. You know, DGB was
(12:15):
a pioneer and even bringing like the type of music
that's at south By right now, you know there during
those years. But it's such a excuse me for like
like name dropping and telling so much, like talking so
much around the story. But like I was working with Future,
and then Future had me help him build up young
(12:39):
Scooter god Riz his so and when Scooter dropped Columbia,
I ended up working and getting that music video as
a MTV Jam of the Week. And so from that,
Scooter was really close with Gucci and so then our
(13:00):
somebody used to go and meet with Scooter over at
this house over on Moorland where Gucci like had the
studio setup and just had like the whole compound set up.
And so then Scooter introduced me to Gucci, and then
Gucci started having me do video promotions for some of
his videos and getting them on BT and MTV, and
Dolf was there, and so then Dolph and I started
(13:21):
talking and then he was like man, and Gucci had
me actually do a campaign for Dolph's A plus video,
getting that on MTV jams. And so then from there, me,
Dolf and Daddy O started just working a lot closer
with each other. And I came in and worked with Dolph,
and I just remember like working like working with them
(13:42):
on Preach. I remember Dolf putting it on like two
different mixtapes and you know, shooting a couple of different
music videos and that really you know, like seeing them
like take a song where like a lot of people
would say, like, man, this song's oh, I don't want
to work it anymore. But he kept pushing it, kept
pushing it, kept pushing it. And we were going out
(14:04):
to New York and doing like all these press days
and like really pushing the issue that Dolph was next,
and he was up next, and I mean to the
point to where like the folks in those offices in
the Doublic sale office and you know what I'm saying,
in the fate or office, like they was damnitar getting
tired of us. He was coming up there and like
pushing you know, the issue so hard. But Dolph was
(14:25):
definitely he was like really good peoples. And I would
say that that was one of many, you know, turning
points in my career. I have a few, you know
what I mean, But like I think with Dolph and
even him believing in me enough when we came from
New York on like our second trip. He was like, man,
(14:46):
Spitty used to start doing interviews, Like, man, you know
you used to write for the Source magazine. DGB is
respected heavily, and as we see going to New York,
these writers up here don't really care about our her
brand of music and what we're doing. He was like,
and all you care about is what we're doing. He
was like, man, you start doing interviews. And so I
(15:08):
grabbed a camera and I was living at this house
in Decatur, and I failed the first off the porch interview.
Speaker 2 (15:14):
You know, yeah, man, and let me get to that.
But you said something that I want to kind of
dove back on for a second, because you mentioned somebody
who I haven't heard that name in a while, but
I know this person's instrumental Daddio.
Speaker 1 (15:25):
Yes, absolutely so.
Speaker 2 (15:27):
I actually know daddy Oo from some work I used
to do with some other projects around the city, and
that's when I kind of first met him. Like just
people like him, who are some other people just in
your opinion that are some of those like super pivotal,
super pivotal, just like important folks in this space, especially
for this like you know, kind of down South music era,
you know what I mean? That just like don't always
get their flowers? Man, who are some other folks like
(15:47):
that you could think of?
Speaker 1 (15:48):
Oh, man, it's definitely a couple of people I can name.
I would say, you know, I mentioned Erica Bowen's name.
She's you know, pivotal. She's like the antie of the
hip hop you know game, and like she's someone who
really has helped push the needle, you know, over the years.
I would say, Uh, Lester Pace is someone you know,
(16:11):
uh lying on right ritten hour, he's you know, pivotal,
like in the space behind the scenes, has you know,
done so much. There was a guy who worked with
uh with bank with bank Roll Fresh. His name was
Wallow and uh, he was somebody who you know. He
and I used to always talk and he he passed
(16:31):
away some years ago. Yeah, but like I remember, he
and I used to always talk because he was super
behind the scenes too, and he used to be like, man, spitty,
one day, we're gonna step out and everybody gonna have
to know, you know, who we are and and and
the work that we've put in. And we used to
always talk about that like at some point, all, at
some point, we're gonna both stop being scary and get
(16:53):
out here, you know what I mean, I would say Cadife. Yeah,
Cadife is is another who has put in so much
work for so many artists and just loves the culture
and has been behind the scenes, you know, doing you know,
just a lot of great things over the years, you know,
and continues to you know, Bill Man's yeah, man, so.
Speaker 2 (17:16):
Yeah's a lot of folks. Again, you just said daddy.
I was like, man, I it made me think I
need to hit him. I need to reach out to him. Man,
I just been a minute as I talked to him.
I've seen him like every once in a while, you
know what I mean, see a mountain about somewhere. But
they just kind of struggle. So then you go back
the first off the porch man, what do you remember
about that.
Speaker 1 (17:31):
It's funny because I remember, like specifically not wanting to
be on camera. I even remember then I was like,
I'm not gonna put my voice on it either, like
I'm gonna just I'm gonna say it. I'm gonna do
the interview. But then like when we actually put it out,
I'm gonna just type the questions because I didn't think
that my you know, I just didn't want in any
(17:53):
way to be out there like that. You know, I've
always you know, thrived and being behind the scenes. I
remember Dolph just like coming with such good energy and
being you know, really genuine, even to the point to
where I asked him like, you know, what are his
thoughts about DGB or what's something you know he would
(18:15):
say about DGB, And I mean he was like, man, DGB.
You know, DGB got the heart of the streets and
you know, all of the members in DGB don't even
understand like how much love I got for them and
what I see them doing. And you know, me being
behind the camera, I'm like, wow, you know, because you
(18:36):
know our team. You know, I got a shout out
our team, you know, shout out to Zip he actually
started the platform DGB. He's from Detroit. Shout out to Hayes,
Shout out to Dre and long lived Pooh. Everybody you
know in our team is very pivotal to you know,
(18:57):
our brand being a success. Everyone. You know, we call
ourselves the pull up crew, you know, because we always
would you know, pull up on artists at any time
and you know, bill with them and have been behind
the scenes and in the trenches with a lot of
these guys, you know, helping them to push their careers
in different ways or supporting them in different ways. So, man,
(19:20):
Dolph was just so cool and just so genuine. I
remember Jose Guappo was at the studio that day as
well and was you know, just chopping it with Dolphin,
giving him his props and just showing so much love.
And then after after the off the Porch interview, Dolph
actually came into the studio. Because the house I lived
(19:41):
at a Decatur it was called Mad Studios. It was
run by Corey Mo from Houston, who you know, produced
for PEMPSI and you know UGK, Slump Thug, all of
those guys. And so Dolph came into the studio and
he actually did a freestyle and he like shouted out
dirty Glove like even in his freestyle that he did,
and it was just just such a good vibe. It
(20:02):
was just so cool and so down to earth and
always was even you know into the end.
Speaker 2 (20:20):
And you know and again like I know you were
telling me like that even when you did that, it
didn't you know, like anything else, man, it's got to build,
you know what I mean, didn't nestally jump off. I
know you had Dolph on there, my boy Scottie atl Yeah, yeah,
you know, bank roll and you know you kind of
took a break for a second. DJ Small is when
the people kind of told you, like, yo, man, you
gotta lean in and like really double down. Like what
made you kind of come back after that break and say,
(20:41):
you know what, You're right, I gotta go hard on
this thing and make it into something.
Speaker 1 (20:44):
So at the time, when I even started off the porch,
I was living back and forth between Atlanta and New York.
And so when I decided to move to Atlanta full time,
I got a creative space that we actually you know,
film and now. And so I remember we were shooting
interviews like in the warehouse, in the studio, like different places.
(21:06):
And I had taken an artist that I was working
with over the DJ smalls and after the interview I
was talking to him. I was like, man, really trying
to get my platform, you know, off the ground, and
I just can't seem to get it going. And he
was like, man, you need to just brand one thing.
He was like, and he was like, don't pull up
the events and do interviews, don't do any recaps don't do.
(21:30):
He was like, man, just brand one thing, just work
on one thing for a whole year. And you know,
he was like, just really just stay focused. And I
was like, damn, okay. I was like, you know what,
like I'm gonna build the porch and put it in
my creative space and just do that. And he was like, man,
the porch is one of the best ideas that you've had.
(21:53):
He was like, I definitely, would you know, do that.
And so I went and got some pictures of the
porch from the house Indicator, and I had this guy
build a porch and build a replica of it, and
and we just started going, you know, just started going
crazy with them. Yeah.
Speaker 2 (22:12):
And I think again, like that's one thing that just
like consistency, right, Like not everything pops off in the beginning,
but like you got to be able to lean into it.
I mean, you know, even when I built you know,
butter butter Nomics, you know, I think people kind of
see the end result, but I tell people like, go back,
scroll all the way back.
Speaker 1 (22:27):
To the beginning.
Speaker 2 (22:28):
Yeah, them first couple of posts still up there. Man,
they only got like five likes on them. You know
what I'm saying it all got like ten views on
the videos. But it's that that continuous kind of effort
over time, Like what have you learned when it comes
to that consistency and building something that like really stands
out and kind of stands testa time.
Speaker 1 (22:43):
Well, first I had to learn that I needed to
practice what I preached because even as a part of
you know, me working with different artists, different clients, I'm
always telling them, don't trip about the numbers, be consistent.
So that was the first thing was I had to
is what I was preaching. Then I remember, you know,
(23:03):
when we when we started shooting and started getting consistent.
The first goal that Hayes and I we we sat
together and and and you know, we set some goals.
And our first goal was, Okay, let's shoot enough content
to where we can start posting AO interview every single
day of the week, Like basically, let's make this platform
(23:28):
like as if it's rap City or as if it's
one oh six in Park, like people go to B
E T every single day and see a new episode.
And so we were like that's you know, we were like,
that's going to be our first goal is to shoot
content so we can you know, release an interview every day,
and me understanding the algorithm and how it works. I
(23:51):
knew that as we kept you know, posting and kept
building that eventually these videos would catch on and eventually
we would be on the recommended you know videos or
the recommended slots like on YouTube and things like that.
So that's what we did, man. We just really like
put our heads down and just started booking as many
(24:14):
artists as possible. And it started with, you know, because
just because we have so many relationships, It started with
us hitting up all the artists that were our friends
and just being like, look like we're starting something like
pull up, and you know it's gonna be something big. So,
you know, artists like Starlito who I mentioned earlier, and
(24:34):
don Tripp like, they were some of our early you
know supporters and people that rocked with us. Trouble was
you know, another one long lived school. He was another
guy who just supported us in our platform. He did
interviews with us before we got there, even before we
got the porch, and we're like interviewing them in the
(24:55):
office and the warehouse, you know, all different spots. But
he just you know supported us heavily. And yeah, man,
we just kept pushing on a regular basis, man, and
just kept that consistency going, and eventually we started seeing
like oh man, okay, like these numbers is going up.
Speaker 2 (25:14):
Okay, yeah, man again, like I don't know. Again, as
somebody that's you know, built a platform, I've seen it
grow and yeah, I agree, man. Like the all I
can tell y'all that we did when we launched is
we just were consistent. Yeah, I mean, I get it. Yeah,
there was definitely moments where like things hit and you
could be like, oh yeah, that was a moment where
like it kind of like jumped off, But that came
from the consistency. Like the thing I'll tell people all
(25:36):
the time is you never know what the thing is
going to be. You never know, and sometimes it's like
the one you think is going to be the one
ain't the one. It's the one you least expect to
be the one is the one that just like takes off.
But like the only way you're gonna find that is
if you're consistent. And like even right now, you know
what I mean. I was telling my team, like we're
building up some of our stuff, you know, on TikTok
and everything. Look We're just gonna post ten times a day.
Speaker 1 (25:57):
Yeah.
Speaker 2 (25:58):
Literally, I said, that's the solution. I literally have enough content,
well for the next two weeks, in next month, the
next thirty days, next sixty days, we're just gonna post
ten times a day and then you know what, we'll
come back and we'll look at it. But until then,
we're just gonna keep our head down. And I just
think that people think there's like some kind of shortcut
or some kind of secret sauce. And at the end
of the day, it's just you gotta show up.
Speaker 1 (26:19):
Nah, for sure, And it's consistency.
Speaker 2 (26:24):
We have a good product too. Now you can, Yes,
you got to show.
Speaker 1 (26:27):
Up, but it's consistency over vanity, right, And you have
to you know. And when I say that, I meaning
you have to be consistent. And you can't just look
at like what are where are the numbers at right now?
You can't just throw money at it and say, Okay,
I'm gonna buy YouTube ads every every time I post
(26:49):
and this and that so that it looks the part.
Like you have to, you know, deal with the growing
pains of it, and you have to be able to
give yourself case studies like you just said, let's post
ten times a day and then in thirty days, let's
look at this and let's see where our peaks and
valleys are with this, so that we understand, Okay, when
(27:10):
we post at this time, more people view it. When
we post this type of content, you know, more people
tend to watch it. You know, things like that. A
lot of people, whether it's artists you know that I've
done marketing with, or even if it's other people who
I see who are starting platforms, a lot of them
are looking for that vanity over, you know, wanting to
(27:33):
be consistent. And it's like, like you just said, there's
no magical button that you can press that's just gonna
make you go viral, you know what I mean. Like,
it's all about consistency and going through the growing pains.
It is a part of it.
Speaker 2 (27:46):
Yeah, It's just part of the process.
Speaker 1 (27:47):
Man.
Speaker 2 (27:47):
I mean, we all got to kind of go through it.
And again, you know, I think I saw a thing.
Maybe it was Tyler the creator that was talking, but
he was kind of talking about like, yo, y'all make
a song and y'all posted one time, right, you know,
y'all make a video you put use like man, I
will post that video every single day. And the way
I always kind of think about it is, you know,
like almost like sports, right, like if you play sports,
(28:08):
if you play basketball, even Lebron only gets up so
many shots, yep, you know what I mean. Like you
played baseball, you only get so many at bats. Like
when it comes to this, you get to choose, I
mean at bats you get every day, you know what
I mean. And so I'm just like, well, if I
get to choose, hell, I'm gonna get that bad as
much as I possibly can, absolutely, because again, you never
know in that moment. I always kind of give the
(28:28):
example of even if it was like in the early
days of Butter, like we made a piece of content,
super simple, just something we made like literally in the
office cafeteria at work, and you know, I never would
have known that would have been like one of those things.
But then all of a sudden, you know, and we
had been being consistent and been posting stuff, and you know,
there's little pops here and there all of a sudden,
(28:49):
like my Twitter starts going off, man Chrissy tag and
John Legend's wife is like taking our post. I don't
even know how I got on Twitter and like arguing
people about it in the comments, you know what I'm saying,
And then all of a sudden, you got picked up
by Complex and first we feast and then I get
a call from The Today Show. The Today Show does
a whole segment about this piece of content that we posted,
(29:10):
and like a whole and the content was literally, how
do you eat your chicken wings? That's literally it was
some simple stupid But.
Speaker 1 (29:18):
That's a huge topic though, man, because you know, some
people eat those flats and they can like grab it,
but then they out pull it and then there's no
more meat on the bone. It's over with.
Speaker 2 (29:28):
That's what it was.
Speaker 1 (29:29):
It was. It was a picture.
Speaker 2 (29:30):
We had five wings on the plate and it was like,
how do you eat it? One through five? And it
was like one was like a little bit, you know,
two was more than like the five was just yeah,
it's just like the bone. And like basically Christy Teakan
was like, if you not a five, don't come to
my house and just create this whole debate. Yeah, literally
where it ended up on Today's Show. And like, looking
back at it, it was a super simple thing that
we created. It wasn't over engineered. Yeah, and you never
(29:51):
would have thought, Oh, that's gonna be the thing. It
like opens up these other doors and the other things.
You know, like we have a relationship now, you know
kill a Mic is a already partner with butter Now.
One of the reasons why that happened though, was we
created a piece of content one time and it was like,
what's the most at L shoe ever? And like it
came down to like, you know, the Air Force ones
and the Rebok classics and the older Feli with and
(30:16):
like I think the Air Force ones came out of
the vote or whatever. But he like just DMed us.
It was like, I mean, that's cool, But it was
always the feeling. I was like, I was like, you're right.
But since we're talking like at your boy, you know,
we put a whole relationship because you never know what's
going to be the thing.
Speaker 1 (30:33):
You never know. And you mentioned Tyler the creator and
he's always dropping gems uh something else that I saw
him say that. I actually repeat the people a lot
is when us talking about like consistency versus vanity, and
sometimes the views might not be crazy, but if the
(30:54):
right people are watching it, then it can be so
much more impactful. I remember him talking about like something
that he had discovered online and he said when he
saw it, it only had like thirty or forty views,
and it might have been someone that he featured on
like a new project or something like that, and even
speaking to Killer Mike. So I created a new podcast
(31:15):
where I'm actually on camera. I'm building up a whole
new channel. It's called Real Spit with Spitty, and I'm
dropping gems on there. And I did an episode called
talking about newer artists canceling their tours and why legacy
artists have been selling out on tours, and so I
was talking about the fact that, you know, artist development
(31:38):
is like a lost art in the industry, and how
a lot of new artists are going viral but then
aren't necessarily practicing their performances and things like that. Man,
the video on YouTube might have had like forty views
on it. But then Killer Mike jumped in my comments
on the gram and on the YouTube and did like
(31:58):
a long paragram breaking down like how artists need to
you know, practice their performing and how that can lead
to longevity and things like that, and I'm like, damn,
you know, just yesterday I'm looking at my channel, and
I'm like, man, forty views, like what you know, but
(32:19):
then the value of the people that are watching it,
It's like okay, like this is actually reaching you know,
certain people.
Speaker 2 (32:28):
Important eyeballs on there. I was talking to and folks,
and he kind of gave me a perspective when he said,
he's like, well, think about it like this, Brandon, Like
you know, like even looking at you, I know, y'all
(32:48):
have like well over half a million followers on YouTube,
you know what I mean. Other channels are huge. So
he's like, think about it, right, like if you got
a half million people, he was like, bro, like that's
like six Mercedes Benz stadiums, you know what I mean.
And again, like we talked, if you've got a thousand views,
that's a whole auditorium. Like I know, we we we
(33:11):
kind of like, you know, yeah, hell, have you got
one hundred views?
Speaker 1 (33:13):
Can fit?
Speaker 2 (33:13):
You can't feel a hundred people in this room right here?
Speaker 1 (33:15):
That's so real, you know.
Speaker 2 (33:17):
So it's like we kind of like sometimes downplay I
think because again you just think about like how big
the internet is. And like we said, everybody put into
perspective for me, like yeah, like man, you know what man,
this man it's postally got a thousand likes on it.
He's like, well think about that, that's still a thousand people.
Like have you seen a thousand people before? It's like, yeah,
(33:37):
I have, you know, Like, damn, that's a lot of people, right,
And so I think even when it comes to creators,
it's just you got to find those those things that
kind of continue to inspire you, you know what I mean,
Because what you're doing, even though it might feel small,
Like I said, even if it's thirty views, forty views,
go put go get forty people and go tell them
to stand together and look at how many people forty
people is you know what I'm saying, Go tell forty
(33:59):
people to all say something right Like, So that's what
it kind of helped me, even like reset, because sometimes
you'd be like, man, it's just like this thing didn't
really pop off, manue it didn't get ten thousand likes
on it. It's like, well, shit, you got five thousand,
and it got two thousand and got a thousand, you
know what I'm saying, That still counts for something absolutely,
and so that's something we got to do point like
keep even keep ourselves like kind of grounding that stuff
(34:20):
man like, because sometimes you get caught up in it
even when you have had success.
Speaker 1 (34:24):
You know what I'm saying, No, for sure, and the
small winds count. And one thing that I've learned is
to even celebrate the small wins. You know, I've been
someone who you know, I guess it's a Midwest thing,
you know, like just you know that blue collar like
let my work speak for itself. So you know, a
lot of times I wouldn't celebrate my wins, celebrate the victories.
(34:48):
But you know, even something that I emphasized to my team,
I'm like, yo, let's celebrate ourselves. Let's you know, even
the small winds, Like, let's celebrate it because all of
this means something. And you know, you don't want to
wait too late or or or when your rain is
over and then you know try to you know, reap
(35:09):
the benefits of it or or you know, try to
do that. It's like, you got to celebrate all of
the small wins now to you know, get to those
bigger wins.
Speaker 2 (35:18):
When did you start treating off the porch like a
real business. I mean again, like I know you were
doing it in the business. When did you say okay,
like this thing is working or I'm a treat like
this's like, when did it kind of become like a
real business and what did you start doing?
Speaker 1 (35:30):
So I would say I started treating it like a
real business as soon as I when when I made
the decision to move here to Atlanta from New York
full time. That was I remember calling my business partners.
I remember, you know, calling Hayes, calling Dre, calling Pooh
(35:50):
when he was still alive and telling everybody like, hey,
I'm giving up my apartment in Brooklyn moving to Atlanta
full time. Everybody, let's come together in Atlanta and let's
like live here full time and really, you know, take
you know, really take the brand serious and push forward.
(36:12):
And so Hayes, he was living in Tampa, Florida. He
moved here, and then Dre he was in Baton Rouge
or no, he was in Dallas. He's from Baton Rouge,
but he was in Dallas. And then he moved down
here full time. And I was like, oh, okay, like
we are serious. Okay, everybody's serious. And Pool was making
(36:33):
plans to move down here. He had a family, so
he was working everything out and he was making plans
to come down here as well. But uh yeah, man,
it was it was a true decision when when I said, Okay,
I'm giving up this New York lifestyle. Brooklyn is getting
too gentrified and too crazy, rents too high, Like let's
come to Atlanta and really take this on full time.
(36:56):
And that's when it was I didn't, like I said,
like at first, we were just shooting interviews in the warehouse, shooting,
you know, so we didn't all the way know like
that it was gonna be off the porch again, you
know what I mean. But then, like I said, I
had that talk with Smalls that like opened my eyes,
like you know what, like I've actually got a brand
(37:17):
that like is unique and you know, something that really
touches you know, you know, like like like like people's minds,
people's souls and things like that.
Speaker 2 (37:30):
And so yeah, what's been one of the hardest things
about scaling and building this business?
Speaker 1 (37:36):
Uh? I think the Okay, I would say, I'll give
you two things. One was being consistent and you know,
putting up the money to you know, buy all this equipment,
and you know, like I mean, we didn't you know,
we didn't have like a business loan or a business
(38:00):
partner that came in. It was just, you know, it
was basically, you know, my marketing company, Supreme Marketing, was
doing very well, and it was like all right, y'all,
like I'll put up you know what I mean, Like
I'll put up the money. Like let's just you know,
make it happen. And so I would say in the beginning,
just staying consistent and spending your own money and not
(38:23):
seeing a lot of views, not making any money at all,
you know, because I mean it took us, It took
us a few years to like start making money off
of YouTube and start figuring out like how to monetize it,
you know what I mean. We were doing promo and
other you know what I mean, figuring out ways to
monetize our brand so that we could put money back in.
(38:44):
But it wasn't you know, close to what we were
you know, putting in. I would say the second difficult
aspect of it was thinking that thinking and maybe even expecting,
you know, like certain artists that I may have worked with,
or certain artists that you know, had supported the brand
(39:06):
over the years for them to come and do interviews
and us just not being able to you know, get
them on the platform and the frustration being like damn,
like taking it personal, you know, like, man, they don't
mess with me this or that, Like why, you know,
why won't these certain artists like come on the platform
and support, you know, what we're doing. I think that
(39:27):
was one of the most difficult things outside of you know,
the money. But then I also just had to realize,
like you know, and I stopped looking at it as
a negative thing and just looked at it like, Okay,
there are several artists that are supporting us. There are
several artists that are pulling up and that are tapping
(39:48):
in with us. So let me focus on that. Let
me focus on the positive things, and then everything else
will come around the way that it's supposed to. Yeah.
Speaker 2 (39:58):
Yeah, I mean again, it's always easy to focus on
like what you don't got or what other people aren't doing.
I mean, you know, I'm an only child, and so
I have a tendency to I've just always been raised
to like, look at myself, control what you can control,
because again, the end of the day, my mom would
always tell the men, grown folks gonna do what grown
folks want to do. And that's something I just had
to deal with and I hear it all the time.
Like one of the things I remember you telling me
(40:19):
is that, like the pandemic is really kind of a
moment where y'all really exploded, and it that really resonated
with me because I kind of feel the same way
about Butter. Like again with my background in digital as well.
You know, I remember telling my team when everything kind
of shut down, I was like, look, everybody's gonna be
at home on these on these computers and on these phones.
We got to lean in like did you have a
similar idea, Like what do you think really helped y'all
(40:40):
grow so much during that time?
Speaker 1 (40:41):
Yeah? Absolutely, the pandemic. The pandemic was good to us.
You know, we knew that everything was gonna be shut
down and people were going to be at home looking
on their computers, looking on their phones, and we just
made that commitment like, look, we need to continue to
supply to people with what they want. And you know,
(41:05):
Atlanta was you know, probably the only city that was
you know, that was open. Yeah, you know what I mean. Now,
I remember in the beginning when we were I remember
in the beginning when we were filming and they were
doing like the curfews and they even came and knocked
on our door one time, you know, and uh so
we were nervous, like, damn, are we gonna get fined
(41:26):
or are we gonna but you know, we have a
full creative space with recording studios and everything in it,
so you know, for a lot of the creatives, we
were that safe haven, you know, during that you know,
during that time. So we just knew that with Atlanta's
still being open and us having a creative space, that
(41:49):
we had to take advantage of it. And you know,
a lot of artists, whether they ended up getting stuck
here or just being a place where people were traveling,
you know, we weed that opportunity for people to tell
their stories during one of the most frustrating times of
a lot of our lives. It was difficult too, because,
(42:10):
you know, during the pandemic, my mom had actually gotten
diagnosed with cancer, with stage four cancer, and so it
was really difficult because I had to make a decision
on okay, like how much can I be at the office,
and you know, like I can't take chances of you know,
bringing something back home, and you know, so that was
(42:32):
a really scary moment, really trying moment because I mean
I remember, you know, coming to the office and then
like going home and at the front door, like taking
everything off and throwing it into the washing machine. And
that was a part of the regiment for a minute.
And I'm a germaphobe, and everybody at the office laughs
and me about it. So, man, I got a hazmat suit.
(42:55):
I was pulling. I was coming to the office a
couple of times like with a hazmat suit on, and
people was like, is this dude for real? And it's like, Yo,
we're gonna, We're gonna make this happen. And and then
I have a dope team, and you know, my partner
Hayes like really held it down like during the pandemic
and took on like a brunt of the work and
(43:17):
did a lot of you know, the interviews like during
the time where I was down and take a mom
to chemo and you know all of that, and so
it was just like, man's just such a blessing to
have adult team that's that's so supportive and you know
all of that. And so, man, the pandemic was, you know,
it was good for us, and it was an amazing,
(43:40):
scary time, but you know. We we we pushed through
and we're open and yeah, man, yeah I remember.
Speaker 2 (43:48):
You know, I was having conversations with my team and
somebody got frustrated me, and I was like, look, this
is my first pandemic. Okay, I'm trying to figure this
thing out, right, Like you know what I'm saying, Like, look,
I've done through a lot of stuff, but I've ever
been through a global shutdown. So you know what, be
patient with me. I'm I'm the same thing. I'm managing,
making sure my family is good. You don't know you
got to do all that trying to do all this
(44:09):
other kind of stuff. I remember something, this is my
first pandemic. Y'all just chill out for a second. We
all figured this thing out together. I'm be honest with you. Man,
going to work in a Hansman suit is the real
esting I've ever heard from this So I know you
would definitely dedicate it to it. Man, But look, you've
been doing all that stuff. You've been killing it. You
know now you're starting to get in from the camera more. Man,
what kind of made you make that pivot?
Speaker 1 (44:30):
Actually it was something that even uh, you know, my
moms was encouraging me to do it a lot, and
I slowly started, like right before she passed, and so
I remember her just telling me like, hey, like you
have you have a unique story within yourself, and you know,
she was like, don't be like me, and and and
(44:50):
and and and be shy or be you know, scary
to you know, tell your story and talk in front
of people, and so you know, and and and then
she would joke with me and say, you know, your
grandmama said she was gonna be a preacher, that you
was going, you know, be talking to people and and
and and and talking in front of people, which is true.
My grandmama used to say that when I was younger,
like you're gonna you're gonna be you specially you know
(45:11):
all our grandmama said, you know, but she was like,
you're gonna be a preacher. I know, you're gonna be
talking in front of people and people are gonna be
inspired by what you're saying. So so my mom started
saying that to me. I was like, damn, you know.
I was like, you might be right. And so I
remember be High reached out to us to do an interview,
and Hayes called me and was like, yo, Beehi, just
(45:33):
reached out for us to go and and you know,
come on this platform and do an interview. And I
just remember my mom's being so hyped me telling him like, Hey,
I'm about to go do this interview. This guy be high,
he's like a story and he's on the radio like
all of this stuff. And she was like, go do it,
Like do it. You need to step out, you need
(45:53):
to show your greatness and all of that. So I
did that and and that like was a part of
you know, opening my mind and being willing to do that.
And then, you know, during my healing journey after my
mom passed and going to therapy, my therapist, you know,
says something to me that was so deep one day,
(46:14):
and she was like, you know, it's your responsibility, you know,
to step out and to you know, share your story
and to even share you know, just all the things
that you've learned over the years from being a college graduate,
from you know, being in journalism, from you know, you know, man,
(46:34):
I I said when I was a kid, bro that
I was going to write for the Source magazine and
I was going to work at dev Jam And I
did both of them, you know, just you know, I
learned the power of manifestation at such a young age,
and pretty much everything that I said that I would
do when I was younger. I said I would live
in LA I said I would live in New York,
(46:56):
you know what I mean. And I've done those things.
And I said that as a kid, like I would
be at our block parties, you know, saying this stuff.
So my therapist was just reminding me of that, like, hey,
it's your responsibility to share, you know, some of this game,
some of this wisdom that you've amassed over the years
and things like that. And so I took it that serious,
(47:18):
like wow, you know, I can really inspire people, you know,
with my story being somebody that's you know, from the
trenches and who made it, you know, from Section eight,
you know, to and going to North Division High School
and getting the government cheese and the government butter and
you know all of that stuff, the powdered milk, you
(47:39):
know what I mean, the peanut butter with all the
oil on the top, you know, to being in these
big offices and having people like La Reid and Jimmy
Iveen and you know, all of these people like respecting
my mind and respecting you know what I'm talking about
and following lead to you know, my marketing plans, campaign
(48:00):
and different things like that. So it's like, if I
could do that and this whole time, I've always just
looked at myself as I'm just a little Jacoori from
twenty second in Townsend. You know what I'm saying. I've
never looked at myself like, oh, I'm just I'm just
executive at depth, jam So speak to me this way.
I've always just been been me. So it's like, if
(48:23):
I could do all of these great things and not
change the person that I've been, you know, my whole
life or whatever. You know, I'm like, I can definitely
inspire some people that you can stay true to yourself,
believe in your goals, believe in your dreams, and you
can accomplish anything that you put your mind to. You
can manifest anything that you put your mind to. And
(48:46):
that is a huge driving force for me to speak
out and you know, give my perspective as you know,
being a realist, being a real one and you know,
just you know, and having love for the game, love
for life and wanting to see people win. So you know,
that really inspires me to just to speak out and
(49:09):
put myself in front of the camera and just show
people like, man, you can do it, and you can
have you can have gray and your beard and you
could do it. You ain't got to black it out.
You ain't gonna you know what I man, like, you
can you can? You know you can do it.
Speaker 2 (49:32):
You said something in there too that I want to
even kind of take a step back on. And it's
funny because I was having this conversation with a buddy
of mine actually yesterday that works at YouTube, because YouTube
is a is definitely a big part of you all's business.
And he was basically saying, man, look it's money in
this YouTube thing, man, And like he was like, I'm
just telling y'all, a lot of these folks in Atlanta
(49:53):
aren't on it like they need to be. You go
to other cities like LA and New York and you see, man,
let's see these folks. Know, man, is there is there
opportunity in YouTube?
Speaker 1 (50:01):
Brother, I'm gonna tell y'all right now, YouTube is you know,
like right now, people are making full time jobs off
of YouTube, you know what I mean? Like you can
you can clock a million dollars on YouTube, you know
what I mean? And and and and and you know,
you can change your life. You can go from you know,
(50:23):
content creation being a part time situation to it being
a full time situation. You know, we have a full staff.
We've hired people from other cities and have moved them
to Atlanta and have given them, you know, full time
jobs and things like that based off of YouTube, you know.
(50:45):
And and then YouTube is just one of the is
just one of the tools to then be able to
open up other avenues of making money, you know, with
sponsorships and you know, working with other brands, brand partnerships
and you know, different things like that. So yes, and
you know a lot of people think that YouTube is
(51:08):
oversaturated right now and that maybe it's not you know,
something that they should pursue. But that's that's not the truth.
You know, like YouTube and the Internet as a whole,
like it's all divided in these different niches. And so
you know, you have car enthusiasts, you have you know,
(51:29):
people that do d I Y, you know, gardening, you know,
all of these different niches and there's so much room
for more content creators. You just have to be creative,
you know, have your own niche and be consistent but yeah,
YouTube is is definitely you know, a strong force to
(51:50):
what we're doing and huge you know for new content
creators that are looking to you know, start like their
their ideas.
Speaker 2 (51:59):
Then absolutely.
Speaker 1 (52:00):
Yeah.
Speaker 2 (52:00):
I'm just just like, I need somebody to make sure
they let them know who knows firsthand. You know what
I'm saying, This is good man, Look before we get
out of here, just for somebody starting out now and
you know they're looking at what you built. They want
to they want to do something great, they want to
create something impactful. Like what's what's the best advice you
would give them? Even they kind of run in some
(52:20):
like you know, roadblocks and then hiccups early.
Speaker 1 (52:22):
On, the best advice I would give them is that
every winner takes losses, and you have to be comfortable
with getting outside of your comfort zone and understand that,
you know, to see success, you know, it takes consistency
(52:43):
and some of the ideas aren't going to work. Some
of the ideas or you know, some of the things
that you do might not pan out the way that
you you know, for you know, imagine in the beginner,
you know, they say shoot or shoot, and so if
you don't take the shot, how do you know if
you're gonna make it or if you're gonna miss it?
(53:04):
You know, and you might surprise yourself pushing yourself and
being consistent with something at how good you actually are
at it. Also, I've learned, you know, through experience, that
there's no true guide book in success, and you can't
look at other people's road to success. You can't look
(53:26):
at other people's story and base yours off of theirs.
Some people go viral and get it like that. Some
artists become a one hit wonder and get it like that.
Some artists build up and it takes them ten fifteen
years of being consistent and building a base and you know,
(53:47):
having their success that way. So I would just say,
be consistent, be creative, take that fear out of your heart,
out of your stomach, and use that as fuel to
push yourself to be great, because fear is what holds
all of us back, the fear of the unknown and
(54:09):
the fear of you know, am I gonna look stupid?
I am I gonna look crazy? You know doing this?
Like what are people going to think about me? This?
And that most of the people, most of the critics,
most of the people that are you know, talking about you,
whether it's in the comments or whether it's like a
peer group. Are people that don't have that don't have
(54:31):
the balls or that don't have the you know, don't
have it in them to move forward with an idea.
So I would say, man, just be consistent and don't
care about what anybody has to say, whether it's in
comments or your peer group or your family or whatever.
Just just go forward with it.
Speaker 2 (54:48):
Yeah, man, just get it man, Yo, spitting Menu. I
appreciate you pulling up. Man, it's been amazing. Congratulations on everything,
accomplishing everything you're getting ready to do with the new
the new podcast and everything before we get out of here. Man,
how can people find you? Support you? Like, give them
all the things?
Speaker 1 (55:01):
Brother, But you can follow me on ig, Facebook, Twitch, Twitter,
threads at spitty Will also follow at Dirty Glove Bastards
with an S and DGB underscore Off the Porch on Instagram,
search Off the Porch on YouTube and search real spit
(55:23):
with Spitty on YouTube or going to my channel spitty
Will and just sow some love and I appreciate the
love and I want to also, you know, just take
time to give you props for building your platform and
what you've been doing here, you know, for Atlanta, for
the culture and just you know, you being an outlier,
(55:43):
you know, you being someone who you know looked fear
in the eye and says, you know what, like I'm
not going like let this hold me back, and you know,
pursuing your dreams and doing what you're doing, man, because
you're doing a lot of great things. And you know,
we mad at that event at State Farm Arena, like, man,
this dude is doing events you know with the top
(56:07):
influencers you know in the city, and then the culture
like at State Farm Arena, like who who's able to
get access to State Farm rent? Like come on, man, Like,
so you killing it, bru. So I just really got
to give you your props, man, and you know, just
anything that I can do from my end, you know,
for you, I extend that. And I can't wait to
(56:28):
have you on off the porch so that you know,
we can chop it up and you share your story
with the world.
Speaker 2 (56:32):
Hey man, I appreciate it, brother, I appreciate you pulling up.
It was it's nothing to pure support man. And like
you said, brother, like the people that are working, we
support each other, you know, we ain't got We ain't
got time to siting round hating on nobody. You know
what I'm saying. We build each other. We connected on
a genuine you know what I'm saying connection. I been
trying to building this thing ever since. Man, So I
appreciate you pulling up. Congratulations to everything you accomplishment. We
(56:53):
see what's what's next? And but that said, y'all, that's
the pod.
Speaker 1 (56:56):
You'll be out hege.
Speaker 2 (57:00):
You've been listening to button Nomics and im your hosts
Brandon Butler, got comments, feedback? Want to be on the show.
Send us an email today at Hello at butteronomics dot com.
Butter Nomics is produced in Atlanta, Georgia at iHeartMedia by
Ksey Pegram, with marketing support from Queen and Nikki. Music
provided by mister Hanky. If you haven't already, hit that
subscribe button and never missed an episode, and be sure
(57:20):
to follow us on all our social platforms at butter
dot atl Listen to button Nomics on the iHeartRadio app,
Apple Podcasts, or wherever you get your podcasts.
Host
Brandon Butler
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