We all know about the “YouTube Sensations,” the seemingly unknowns who have come along to dominate the social media and pop culture world with their quirky films, unique style, and niche coverage of topics of various sizes and interests. They drive views, engage fans and get brands to lock on for endorsements. The most successful draw global attention. However in sports business, precious few in the video world have really broken through with consistent content and brand engagement. Of course the leagues and the elite athletes do well and get the promotion and the views, but what about the citizen journalists? Not really many have been successful.
However one who has been, and continues to break through is JR Jackson, he of JR Sports Brief on YouTube Sports. Low key, well thought out, globally savvy and very engaging, JR has generated not just millions of views as one of the independent leaders om YouTube Sports, he has also caught the attention of leagues, and now media companies like Turner, who regularly engage him on CNN for his style and his ability to get to elite athletes and personalities. Just 27 years old, JR is already a veteran in brand engagement, having started in the music world at a young age as well. He has been one to watch and engage with for several years, and as 2015 comes along is ready to probably take yet another big step in the space.
We caught up with JR this week to talk about his time in the video world, what works, and what’s coming up next (his bio follows)
How did JRSportBrief start, and how has it done on YouTube since launch?
I started JRSportBrief out of my old Bronx bedroom. A shoebox, snack table, and Sony Handycam was the start. Encouraging Gary Sheffield to retire was the subject and YouTube was the platform. At the time, I managed digital for the first podcast to go from online to MTV, relationship show Man and Wife. At the urging of leading TV and online producer Fred Seibert, I launched JRSportBrief. I nabbed 1million views my first year, made JRSportBrief a full-time job the second, and currently have 74mil views on YouTube.
Tell us about some of the other partnerships you have developed, both nationally and globally?
Covering sports from a fans perspective has taken me all over the world. In addition to my own show online, I’m currently a television correspondent for CNN-HLN, I’ve been fielding calls asking for me to host my own national radio sports show, and have been speaking with various Champions League teams in Europe, AND Cricket Teams in India about the procurement of fan hosted content. I’ve also been able to work on content with huge brands like Capital One, Pepsi, AT&T, Chevy, and Degree Men to name a few.
What makes for good content for you?
Organic, peer-to-peer pieces that speak to the individual viewer. ALL sports. Regardless of whether it’s an interview with Kobe Bryant, me dog-sledding in Alaska, or an opinion piece I film about Derek Jeter on the side of a road in Berlin, the content will be casual yet professional. At the end of the day, I’m a regular fan of sports. JRSportBrief is “By a fan, for the fans.” I want to give the viewers a different perspective not highlighted by traditional sports media, but the views we all express online, in our living rooms, and in bars while watching the game and having a drink.
You have a unique business relationship with Charlie Stetler, who was one of the more influential people in the rise of hip-hop. How did that develop?
Charlie managed my uncle, Fatman Scoop, and was responsible for securing a joint venture deal with MTV for Scoop and Shanda’s Man and Wife franchise. He was also Executive Producer of the show and introduced me to Fred Seibert while I helped handle digital production of Man and Wife. We established a great working relationship then, and continue as partners in JRSportBrief.
We’re in the process of launching the SportBrief Network, allowing sports bloggers, fans, celebrities, and journalists an opportunity to express their thoughts and opinions on what’s going on in the sports world. We’ll also have talented folks covering subjects and interviews that I can’t. I can’t interview Blake Griffin and Carmelo Anthony at the same time on two different coasts. If you’re reading this and have interest, contact me! @JRSPORTBRIEF We have a big announcement coming regarding online distribution.
Who are some of your other biggest supporters from a business perspective?
Fred Seibert, who I mentioned, has been a pioneer in producing content for TV and online, famed record executive Lyor Cohen has partnered with us to provide access to celebrity content and music, Albie Hecht GM of CNN-HLN gave me my first full-time crack on TV, and Daymond John, one of the founding members of FUBU, and Shark Tank star, represents me on the speakers circuit.
You have done some amazing work with kids in India. How did that come about and what is the purpose?
Two years ago I spoke on a digital video panel at Leaders in Football in London. I was introduced to Craig Smyth, former President of Menzies Aviation who was chairing a 16 school Champions League style football tournament for High School students in Bangalore India. The hosting school is called the Parikrma Humanities Foundation. Led by Shukla Bose, the school educates disadvantaged children from K-12. I was invited by Craig to document the tournament, as well as host. I just completed my fourth trip. It’s awesome! I LOVE the kids, it’s always the professional and personal highlight of my year being with them.
What does your relationship with CNN involve?
I’m a correspondent who covers and commentates on sports “stuff!” My work can range from interviewing pro skaters like Paul Rodriguez during tournaments in Brooklyn, to giving my own personal thoughts on issues like the Donald Sterling situation. Sampling special dishes during Final Four Weekend at AT&T stadium in Dallas was better than talking about Sterling though…
Who have been some of your favorite interviewees and why?
Wow. I’ve been privileged to interview stars ranging from Dale Earnhardt Jr. to Usain Bolt and every type of pro-athlete in between. Manny Pacquiao was my first big get (thanks Cha Cha!) and talking to Péle at the London Olympics was awesome. Everyone has shown love and been responsive. Richard Sherman, Carmelo Anthony, Laila Ali, Dick Vitale, Nas, Rob Gronkowski… I could be here forever, we’re talking 150-200 individuals. My favorite part of every interview is getting it up online and sharing it. If people don’t watch or care, there is no show.
Many of said the monetizing and promotion on YouTube is tough unless you are a household commodity or have millions of followers in a niche. How have you been able to leverage your YouTube Sports success?
By creating and maintaining relationships with my viewers, the leagues, the athletes, journalists, online sports properties, and brands. YouTube has been a great platform where I started and continue to work hard at. It’s certainly not the end all, be all. I’ve been able to expand my reach to other platforms and continue to do so as we expand and start the SportBrief Network.
What is next for JRSportBrief in 2015? What is your vision of success with this as a business?
The launch of the SportBrief Network! Creating a platform for others to cover sports the same way I have. Great video content from fans, athletes, celebs and journalists from around the world. Scaled out on digital platforms and monetized through advertising and branded custom content. I have some announcements for early 2015 that will aid in the growth and distribution of our content. Stay tuned! @JRSportBrief
A workaholic since he was a child, JR has turned a love for sports, media and the internet into a full time career. Whether he’s in Los Angeles interviewing Hines Ward about conditioning, in Dallas talking social media with Kevin Hart or hosting a Google+ Hangout with Pelé from London, JR is always on the move.
Before college began, JR talked his way into a marketing and events internship at VIBE Magazine at the age of 17. He turned what was supposed to be a three month position into a yearlong crash course in business, marketing and communications. One of his early accomplishments includes being credited with arranging the first online podcast to be broadcasted directly from the web to MTV. Between his practical experience from VIBE and his business prowess from his college tenure, JR turned his attention to developing his own brand. Ten years later, JR has built an impossibly successful online sports brand, interviewed celebrities and legendary sports figures alike, visited more than 20 countries on assignment, mastered the art of marketing and online distribution, garnered more than 70 million views on his videos and consulted for various Fortune 100 companies on leveraging the power of social media.
As a self-taught media strategist, he has developed online strategies for several celebrities and brands including legendary music icon DJ Grandmaster Flash, Capital One, and Madison Square Garden. He is currently in the process of launching the SportBrief Network globally to cultivate and distribute the sports opinions of celebrities, vloggers, musicians and beat reporters, covering every sport imaginable, just as he’s done with JRSportBrief.
With so much success and online buzz, JR was tapped by HLN TV (formerly CNN Headline News) to report on sports and popular culture. He is now the network’s youngest contributor. In addition to HLN, he recently began contributing for CBS Sports Television. At age 27, JR is just getting started.
