SubwayTake's Kareem Rahma Bet His Last $10,000 To Start Viral Hit Show

Kareem Rahma: From Entrepreneur to Content Creator - A Deep Dive

Key Concepts:

• Content Creation
• Digital Media Strategy
• Social Media Marketing
• Entrepreneurship
• Comedy
• Vertical Video
• Branded Content
• Audience Development
• New Media
• Short-Form Video

Early Career & Vice (2012)

• Journalism & Advertising: Kareem majored in journalism with an emphasis in advertising in 2008, aiming to make journalism "cooler" and have a backup plan.
• SEO Specialist: His first job was as an SEO specialist, which he initially disliked but later found valuable.
• Vice Media: In 2012, he joined Vice during its early growth phase, witnessing its transformation from a "running gun operation" to a multi-million dollar company.
• Head of Audience Development: At Vice, he was the head of audience development, focusing on content marketing and social-first content. This role was about getting content to the right audience and developing content for social media.
• Innovative Content Strategy: He pioneered ideas like a virtual listening party for a new album release on YouTube, building a custom website with simultaneous playback and a chat room.
• New York Times: He was later "poached" by the New York Times to launch a film and television studio (formerly Times Video), developing cooking, travel, and style shows.
• Snapchat Experimentation: He initiated the New York Times' presence on Snapchat, creating the first vertical video report about artist Ryder Rips.
• Kickstarter Film Festival: He curated and premiered 12 films made via Kickstarter on the New York Times YouTube channel, promoting both the films and the channel.
• Digital Transformation: He witnessed the New York Times' digital transformation, including the "innovation report" and a meeting with a Netflix executive about disrupting their own business model.

Entrepreneurial Ventures & The Museum of Pizza (2014-2019)

• Media Company: He started a media company resembling Vice and Vox, focused on socially distributed, social-first content.
• Lack of Business Acumen: He realized he wasn't a good businessman due to a lack of planning and a "run and gun" approach.
• Startup Podcast Inspiration: He started his business by listening to the "Startup" podcast by Gimlet Media, learning about term sheets, pitching, and pitch decks.
• Museum of Pizza: He launched the Museum of Pizza, an experiential marketing venture inspired by the Museum of Ice Cream.
  • Concept: A "MoMA dedicated to pizza," featuring a collection of pizza boxes from around the world and custom art installations.
  • Execution: Sold $300,000-$600,000 worth of tickets in 48 hours before securing a physical space.
  • Financial Failure: Lost $1 million due to a landlord issue and having to rebuild the museum in a new location within a short timeframe.
  • Artistic Elements: Included Andrew WK's pizza-shaped guitar and a "Pizza Beach" installation by Adam Green.
  • Pizza Box Collection: Featured pizza boxes on loan from Scott Weiner, sourced from various countries.
• Turning Point: The Museum of Pizza failure led him to realize he needed to pursue what he was good at and enjoyed, leading him to get in front of the camera.

Transition to Content Creation & Comedy (2019)

• Multiple Paths: He considered Hollywood, stand-up comedy, and the internet as routes to becoming talent.
• Internet as the Obvious Choice: He chose the internet as the most accessible route, leveraging his experience and becoming the "main attraction."
• Rebranding: He successfully rebranded himself from a business guy to a creator/comedian within a year or two.
• Comedy Education: He took classes at UCB and Brooklyn Comedy Collective, studying improv, sketch, and stand-up.
• Consulting as a Safety Net: He continued consulting in digital media to support himself financially, allowing him to experiment without significant lifestyle changes.
• "Aspiring Comedian" Stigma: He recognized the negative perception of being a 33-year-old "aspiring comedian."
• Community Building: He created his own comedy show, "Tonight's Special," in a diner to build a community and get booked on other shows.
• "Stupid Studies": His first attempt at a series was "Stupid Studies," a short-form news commentary show on TikTok, which he believes was ahead of its time.
• Cardboard Studio: He built a studio in his kitchen to eliminate excuses and maintain consistency.
• Friends' Reactions: Friends initially thought he had "lost his mind" with his transition to comedy and the cardboard studio.
• "Becoming Talent": He decided his new mission was to "become talent," realizing the fun and diverse experiences it offered.
• Key Lessons: Move fast, experiment, be consistent, and don't give up.

Breakthrough with "Out of Order" & "Keep the Meter Running"

• New York Nico Collaboration: He was contacted by New York Nico, who asked him to write a movie.
• Scriptwriting Crash Course: He wrote a script in 72 hours, despite having limited experience, after watching the movie "After Hours" for inspiration.
• "Out of Order": He wrote and starred in the short film "Out of Order," directed by New York Nico, which became his first small break.
• "Keep the Meter Running": His medium break came with "Keep the Meter Running," a TikTok series where he hangs out with cab drivers and does whatever they want.
  • Concept: Reverse "Taxi Cab Confessions," with the host telling the story.
  • Initial Struggles: Faced initial rejections from cab drivers.
  • Viral Success: The first episode went viral, reaching 2 million views overnight.
  • Bodega Recognition: Realized the show's impact when a bodega owner recognized him from the video.
  • Universal Experience: The show resonated due to the universal experience of taking cabs and interacting with drivers.
  • Relatability: The show's mundane and relatable nature contributed to its success.
  • Press Recognition: Received press coverage from Vanity Fair, Insider, and the New York Post, validating him as a comedian.
• Validation vs. Money: He found validation from the press more important than money at that stage.

Evolution of "Keep the Meter Running" & "Subway Takes"

• Long-Form Potential: He recognized the potential for a long-form version of "Keep the Meter Running."
• Financial Constraints: The show was expensive to produce ($2,000-$3,000 per episode), making it unsustainable in the short form.
• Short-Form Vertical Video Focus: He decided to focus on short-form, unscripted, vertical video content.
• "Subway Takes": He created "Subway Takes" as a more scalable alternative, interviewing people on the subway.
  • Inspiration: Inspired by the success of "Keep the Meter Running" and the need for a cost-effective format.
  • Spontaneity: The "100% agree/disagree" format and the MetroCard mic were spontaneous additions.
  • Trailer Success: The trailer for "Subway Takes" unexpectedly gained a million views.
  • Consistent Posting: He consistently posted episodes, leading to a hit.
  • Camera Investment: He invested in cameras, which proved crucial for creating "Subway Takes."
• Intangibles: He emphasized the importance of intangibles like spontaneity and letting magic happen during the shoot.

Current State & Future Plans

• "Or Something": He has a feature film coming out that he wrote, produced, and starred in.
• "Subway Takes" Focus: "Subway Takes" is the core of his current career, with a goal to reach a million followers.
• Production Schedule: He publishes six to seven episodes per week.
• Guest Selection: He interviews friends, friends of friends, and people he knows in some capacity.
• "Subway Takes Uncut": He launched a longer-form show called "Subway Takes Uncut," featuring celebrities like John C. Reilly, Jane Goodall, and Kate Blanchett.
• Celebrity Guests: He receives numerous pitches from celebrities wanting to be on the show.
• Kate Blanchett's Appearance: Kate Blanchett's team reached out as part of a press tour, recognizing the show's reach and caliber of guests.
• Kamala Harris & Timothy Waltz: He interviewed Kamala Harris and Timothy Waltz, but Harris's take was deemed unusable.
• Monetization: He monetizes through branded content, working closely with brands to integrate their messaging.
• Google Partnership: He partnered with Google to create a video featuring a pro-Android user, incorporating specific messaging.
• Hulu Partnership: He partnered with Hulu to promote their show "Deli Boys."
• Street Easy Partnership: He partnered with Street Easy, shooting in front of a Subway ad.
• Totino's Pizza Rolls Partnership: He did product placement with Totino's pizza rolls, eating them during an episode.
• H&M Partnership: He partnered with H&M, having guests wear their clothing.
• Independent Brand Work: He independently works with brands, directing and producing content.
• YouTube Focus: He plans to focus on YouTube, exploring 8-12 minute horizontal content for TV viewing.

Conclusion

Kareem Rahma's journey from a journalism major to a successful content creator is a testament to his adaptability, willingness to experiment, and ability to leverage his diverse experiences. His story highlights the importance of consistency, community building, and embracing spontaneity in the ever-evolving landscape of digital media. His success with "Subway Takes" demonstrates the power of relatable content, authentic storytelling, and strategic partnerships in building a sustainable and fulfilling career.