After discovering his royalty-free music license was invalid for his TV deal, Jefferson Graham began creating his own music with his brother. This approach eliminates complex licensing issues, prevents future claims, and gives his show a unique, ownable sound, turning a production problem into a brand asset.
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Brands can build a powerful differentiator by offering a physical resource that solves a major customer pain point. ConvertKit’s free recording studios for creators build deep loyalty and reduce churn by providing a high-value service that goes far beyond typical software features.
Instead of focusing solely on direct YouTube monetization, Jefferson Graham's primary goal was to build a content library and proof-of-concept for his travel show, "Photo Walks TV." This strategy successfully positioned him to pitch and secure a licensing deal with the broadcast network Scripps News, fulfilling his dream of getting on TV.
Jefferson Graham secured a deal with Scripps News, a FAST (Free Ad-supported Streaming TV) channel. New episodes of his show premiere on Scripps, and he then posts them to his YouTube channel 30 minutes later. This hybrid model provides broadcast revenue and exposure without sacrificing his direct-to-consumer YouTube audience.
As AI democratizes content creation, the sustainable strategy for creators is to build an IP framework—a world with rules and a vibe—that empowers their community to co-create within it. This shifts the focus from top-down content to fostering a creative ecosystem, as exemplified by Rockstar's Grand Theft Auto.
Founder Howard Lerman considers hiring musicians a valuable recruiting hack. Professional musicians have demonstrated the patience, discipline, creativity, and mastery of a craft that are hallmarks of great engineers. Their non-traditional background offers a source of overlooked, high-quality technical talent.
The company behind Baby Shark created a $400M enterprise not by owning the song, which is public domain, but by developing unique, licensable cartoon characters around it. This strategy of layering proprietary IP over free content allowed them to generate massive ad revenue and build a licensing empire.
Instead of charging tourism boards for sponsored content, Jefferson Graham asks them to cover his largest production costs: flights and hotels. This makes the partnership a lower-risk proposition for the tourism board and enables him to produce content that can then be monetized through other channels like sponsorships and licensing.
When licensing his YouTube show for broadcast, Jefferson Graham discovered his "royalty-free" music couldn't be used for streaming. This forced him to re-edit his entire back catalog to replace the music, a costly and time-consuming pitfall for creators considering multi-platform distribution deals.
Reframe IP from a legal asset to be protected into your 'intellectual perspective'—a unique viewpoint on how to do something. This mindset shifts focus from costly legal protection to creating shareable, repeatable frameworks that scale your business beyond your personal involvement.
