How Jake Shane Built A Comedy Empire From Scratch

Key Concepts:

• Social media growth through skits
• Historical reenactment comedy
• Brand deals and creator partnerships
• Podcast creation and growth
• Live show development and audience engagement
• Balancing creativity and business

1. Early Social Media Start and Growth:

• Jake Shane started by posting octopus reviews on Instagram and TikTok, initially without significant traction.
• He transitioned to creating funny stitches and then historical reenactment skits, which led to rapid follower growth.
• Specifics: From 10,000 followers in January to 60,000 in February, and then 1 million by the end of February.
• The Bill Clinton/Monica Lewinsky skit was a pivotal moment, driven by improv and a comedic take on the situation.
• He used to post as many as 17 times a day.

2. Transition to Full-Time Creator:

• Jake's boss, Zach, at the record/management company encouraged him to pursue content creation full-time and offered to manage him.
• First brand deal was with HBO's "Succession," where he created a random dance to the theme song instead of using a filter.

3. Skit Creation Process:

• The skit creation process was initially unstructured, involving waking up and trying to come up with ideas, often fueled by smoking weed (which he no longer does).
• He would throw anything at the wall and hope it stuck, using comments and trying out various ideas.
• The John Hancock skit, playing on the universal feeling of someone signing something too big, was a major success.

4. Podcast Creation and Development:

• The podcast, "Therapuss," was conceived as a way to overcome creative stagnation and potentially lead to a live tour.
• The concept originated from his Instagram story series where he gave blunt advice.
• He went "100% all in" on the podcast, making it a central part of his personality for a year.
• He didn't study other podcasts extensively, but he is a big fan of "Ride with Bonito Skinner and Mary Beth Baron."
• His best friend Julia was his first guest, which helped him break out of his shell.
• The podcast debuted at number three on the comedy charts, exceeding initial expectations of slow growth over two years.
• He heavily promoted the podcast on his existing social media accounts.

5. Key Factors in Podcast Success:

• Strong community support was crucial.
• Self-promotion through clips on TikTok and Instagram.
• Early guest appearances by Tate McCrae and Renee Rap, who were friends and helped open doors for other artists.
• Glenn Powell's appearance also significantly boosted the podcast's visibility.

6. Guest Selection and Podcast Format:

• He considers what his audience would like to see and what he is personally passionate about.
• The podcast format is conversational, aiming for a comfortable and natural flow.

7. Understanding the Audience:

• His audience loves pop music, theater, and artists like Taylor Swift.
• They enjoy seeing him get excited about something and appreciate content that is important to him.

8. Live Show Development:

• Started with Q&A sessions at colleges, which were surprisingly successful.
• First live podcast show was in Irvine, California.
• The "Therapuss" live tour was developed, and he learned how to write and format a live show.
• The live show has evolved into a variety show, including comedy, songs from his comedy album, "Tell Me What's Wrongs," and audience participation.
• The show is now an hour and 45 minutes long.

9. Live Show Guests and Advice for Creators:

• Alex Earl, a fellow creator and friend, has been a guest on his live show multiple times.
• Advice for creators transitioning to live shows: "Don't do things that you think other people want to see. Do things that you are passionate about."

10. Business Model and Brand Deals:

• Brand deals are his biggest source of income, followed by podcast sponsorships and tour revenue.
• He is now more selective about brand deals, focusing on meaningful and impactful opportunities.
• Examples of brands he has worked with include Walmart, Soul de Janeiro, Apple TV, Google, Doritos, and Neutrogena CeraVe.
• He emphasizes the importance of brands listening to creators and being receptive to their insights about their audience.

11. Dream Podcast Guests and Advice for Traditional Media:

• Dream podcast guests are Taylor Swift and Ariana Grande.
• He would ask Taylor Swift about her writing process, including the craziest place she's written a song and the most difficult time she's had with a song.
• Advice for traditional media companies: Recognize that digital talent is intertwining with traditional talent and experiment with this dynamic.

12. Defining His Comedy:

• He defines his comedy as "negative, resentful, but endearing."

13. Conclusion:

Jake Shane's success stems from a combination of comedic timing, understanding his audience, adapting to different content formats, and building strong relationships with other creators and brands. His journey highlights the importance of authenticity, community engagement, and a willingness to experiment in the ever-evolving landscape of social media.