Ara Bozadjian on growing a YouTube channel with over 270 million views - a podcast by Steve Whiteley

In this conversation I chat to Ara Bozadjian the co-founder of The Jump Off and So Incredible TV.

Ara launched the Jump Off with his brother and business partner Harry. Within a short period of time it became the number one hip hop battle event in the UK and Europe, expanding to territories worldwide. Their YouTube channel Jump Off TV has over 500,000 subscribers and approximately 270 million views. Ara is also the co-founder (with Harry) of So Incredible TV, a global talent management company and marketing agency specialising in creative branded experiences, viral videos and influencer marketing.

Ara and I kick things off talking about conspiracy theories and why it’s important to research opinions and not to hold onto your own opinion too tightly. We discuss routines and how we’re both doing creatively during lockdown. Ara describes his experience of being a parent in lockdown and we discuss the idea of wrestling with anxiety due to a lack of creative output. And why it’s so important to get inspired by absorbing other peoples work or through new experiences.

Ara talks about his start in the advertising industry and how he realised you could get paid for your creativity. And why he regrets leaving the advertising industry prematurely. He explains how him and his brother Harry launched Jump Off TV and the experience of being one of the first paid partners on YouTube. The downsides of being a pioneer and ahead of your game and why it's important not to be bitter about it. Instead having the ability to shift, evolve and learn from your mistakes. Ara breaks down the experience of having tapes stolen from the Jump Off final, being held to ransom and having to work side hustles, to save money to pay the £50k prize to the winners.

He explains what his company So Incredible TV does and describes the running traits needed to be a successful talent.

The difference between log term creative careers and accidental talents. Why it’s important to learn from audience online reactions and move quickly and develop formats as you go along, based on feedback. Why it’s essential to know which game you’re in, whether you’re producing high quality art but less frequently or releasing more regularly. How being a workaholic protected his mental health. The importance of just having time to think. Why it’s ok to now legitimately copy someone online and do it better, whereas in the past you’d be accused of plagiarism. Ara also emphasises why it’s so important as a creative to keep the momentum going and to understand that you have to publish your work eventually. Why you have to be ok with not everyone liking you and everything you do and loads more!

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Happy listening :)

Steve - @offkeysteve

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