Behind The Rise of Harry Mack
and 11 tips for building your own passion-driven business
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✏️ ON MY MIND
Note: for long-time subscribers, you will have received this newsletter before. Sharing this again as 1) Harry Mack rocks, and there’s lots to learn from his rise, and 2) for some reason, this one didn’t automatically pull over when I recently migrated to Substack.
In the vast digital expanse, where talent is as abundant as stars in the night sky, Harry Mack's meteoric rise as a freestyle rapper stands as a beacon of authenticity, dedication, and strategic brilliance.
His journey, a symphony of raw talent, genuine connections, and a sprinkle of serendipity, offers a masterclass for anyone aspiring to shine in the digital realm.
Imagine a young Harry, barely seven, cradling a violin, lost in its melodies. But even as the strings resonated, his heart thumped to a different beat. By fifth grade, his yearning for the drums became undeniable. After much persuasion, his parents relented, gifting him a used drum set that became his sanctuary.
The violin was set aside during his high school years, making way for the rhythmic allure of the drums. But there was another passion brewing. At 12, the corridors of his school echoed with his rhymes as he and his buddy, Brady B, lost themselves in the world of freestyle rapping.
Fast forward to Venice Beach 2017, where Harry's freestyle performances were drawing crowds. It was here that serendipity played its part. A buddy recorded one of Harry's impromptu sessions and nudged him to share it on YouTube. The video, a raw testament to Harry's talent, went viral, catapulting him into the limelight.
Consistency became Harry's mantra. As he mentions on his official website,
"As a content creator, his self-produced YouTube series “Guerrilla Bars” has amassed millions of views. With 16 episodes released between September 2019 to July 2020, Harry has surprised, impacted, and entertained millions of people, leaving them with something unique that they can’t wait to share with others. His weekly live streams further promote positivity and keep fans engaged through mind-blowing interactive performances."
Monetising His Audience
With a subscriber count of 2.61 million (as of 29 Sep 2023) and over 220 million video views, Harry Mack has successfully monetised his YouTube channel.
Harry Mack has brilliantly tapped into multiple revenue streams to monetise his vast audience.
As of 29 September 2023, Harry Mack boasts 971 members on his Patreon.
If all these members were paying a flat rate of $5 per month, that would translate to an annual income of $58,260 just from Patreon. However, delving deeper into the membership tiers, let’s assume:
20% (194 members) are paying $20/month
5% (49 members) are paying $50/month
The remaining 75% (728 members) are paying $5/month
With this distribution, Harry Mack's annual earnings from Patreon alone amount to a staggering $119,640.
In addition to these, Harry Mack "usually makes between about $4,000 and $8,000 per livestream from Super Chat contributions. Insider verified his revenue stream with his internal analytics." (source: Business Insider)
YouTube launched Super Chat in 2017 to help creators monetise livestreaming. It's similar to the tipping feature on Twitch.
He also goes on national and international tours at venues and sells tickets and merchandise.
His strategic collaborations with fellow YouTubers and musicians, combined with appearances on both traditional and new media platforms like Ellen, popular radio shows for hip-hop fans, and digital shows like GaryVee TV, further amplify his reach and monetisation potential.
And it's safe to assume that the YouTube revenue program further augments his earnings.
The real secret to Harry Mack’s success? Emotional connection.
While Harry Mack's technical prowess and innovative strategies are commendable, the true magic lies in his ability to forge deep emotional connections through his art.
Harry doesn't rely on pre-written verses or rehearsed lines in his live freestyle sessions. Instead, he takes on the challenge of weaving a narrative from three to five random words, a theme, or a situation given to him by his audience (usually an individual or a small group of people).
This spontaneous creation process results in poignant, heart-powered masterpieces that resonate deeply with listeners, making each performance a unique and personal experience.
This genuine emotional bond sets Harry Mack apart and cements his place in the hearts of his fans.
His Omegle Bars 18 video is an example of this, and it's definitely one of my top 3 Harry Mack videos to date. Just look at some of the comments under the video:
Watch the video here (get your tissues ready - you’ve been warned!)…
You’ll find similar comments under most of Harry’s videos. Like this comment under his Guerrilla Bars 36 Portland video.
“Guerilla Bars” are videos filmed live while Harry walks around a city and raps for people in the street.
Your brand is what others are saying about you (when you’re not in the room)
You know you’ve made it big when you’re getting videos like this being made about you:
Eleven Lessons from Harry Mack for Building Your Brand and Business
Dive into what ignites your passion or curiosity: Just as Harry found his love for music at a young age, dive deep into what truly resonates with you. It's never too early or too late to start.
Stay Consistent: Regular content creation and engagement are key. Consistency builds trust and establishes you as an authority in your niche.
Leverage Serendipity: Be open to unexpected opportunities. Sometimes, a casual suggestion or a chance encounter can lead to significant breakthroughs.
Diversify Revenue Streams: Don't rely on a single source of income. Explore various avenues to monetise your brand, merchandise, tours, or online platforms.
Engage Authentically: Genuine interactions foster deeper connections. Whether it's through live streams, social media, or face-to-face events, ensure your engagements are authentic and meaningful.
Invest in Continuous Learning: The digital landscape is ever-evolving. Stay updated with the latest trends, tools, and strategies to remain relevant and ahead of the curve.
Celebrate Small Wins: Every milestone is a step towards your bigger goal, no matter how small. Celebrate them, learn from them, and let them propel you forward.
Innovate Within Your Niche: Harry Mack's unique approach, like freestyle rapping for 10 hours straight on a live stream and integrating technology for distribution (Omegle, YouTube, TikTok), sets him apart. Find what's unique to your industry and innovate to stand out.
Strategic Collaborations: Harry Mack understands the power of collaboration. By teaming up with fellow YouTubers and musicians like @MarcusVeltri and @RobLandes, he introduces himself to new audiences and expands his fan base. Collaborate with those in your industry or niche to amplify your reach and gain new fans.
Embrace Both Traditional and New Media PR: Harry Mack is not just limiting himself to the digital realm. He's been on popular platforms like Ellen and hip-hop radio shows while also making appearances on digital shows like GaryVee TV. Diversifying your PR efforts can help you reach a broader audience and solidify your brand's presence across different media.
Create Lasting Value: Harry Mack's focus isn't just on fleeting moments of fame. He concentrates on making a lasting impact through his art and continuously developing his craft. Aim to create content or products that provide enduring value to your audience or customers.
Harry Mack's ascent is a harmonious blend of early passion, unwavering dedication, a dash of luck, and astute business acumen. His narrative serves as an inspiration for artists, entrepreneurs, and dreamers in the digital age.
As you chart your course in this vast digital ocean, let Harry's journey be a reminder: Authenticity is your compass, genuine connections your anchor, and strategic brilliance your sail. With these in tow, the horizon is yours to conquer.
So, where will your authentic journey lead you?
Additional references used for this piece:
(This newsletter was drafted with the help of GPT-4 and edited by yours truly.)
👍 3 THINGS THAT CAUGHT MY ATTENTION
1/ Read: To Quit or Not To Quit Social Media: Opportunity Cost Can Help You Decide by Tara Mcmullin
The desire or “need” to be on social media is a social construct. And it’s one that creates a scarcity of our time and attention. No business needs to be on social media to succeed. No career is dependent on social media for advancement (unless perhaps you’re a social media influencer).
Social media marketers invented perception. And without recognizing that, we can’t recognize that the time we spend on social media is a resource that we could distribute in a number of other ways to fill our truer needs and desires.
~ Tara Mcmullin
2/ Watch: Searching for COOKIE GIRL (Now in Lao)
Now in Lao has quickly become one of my favourite Youtubers to watch.
Todd, an Australian, resides in Vientiane, Laos, with his wife, Neenee and their newly adopted daughter Mina. The "Now in Lao" YouTube channel primarily showcases Laos and its residents. It offers a glimpse into their daily lives and travels throughout the incredible country.
It’s been over ten years since I lived and volunteered in Laos, so it’s wonderful to see Todd sharing his daily adventures and trips to all the different parts of Laos that I’ve yet to visit.
This video is particularly touching as Todd and Neenee return to a town in Southern Laos to find a girl they briefly encountered a few years ago.
Whether it’s a giant infrastructure plan or a humble kitchen renovation, it’ll inevitably take too long and cost too much. That’s because you suffer from “the planning fallacy.” (You also have an “optimism bias” and a bad case of overconfidence.)
💸 WEALTH BUILDING TIP
🐦 COOL SOCIALS THIS WEEK
🔧 TOOL OF THE WEEK
🤔 PARTING THOUGHTS
Mundane moments where I find my peace (as a haiku):
Morning sun's embrace,
Laps in the tranquil pool flow,
Coffee's fragrant grace.
Wishing you a beautiful weekend.
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Authentic Marketer is a reader-supported publication. To receive new posts and support my work, consider becoming a paid subscriber.