Home
เข้าสู่ระบบ
สมัครสมาชิก
เนื้อหาการเรียน
Loading...
How Yungblud Turns Fans into a Business - Video học tiếng Anh
ฝึกฟัง
ฝึกฟัง
/
Video
/
CNBC International
/
How Yungblud Turns Fans into a Business
How Yungblud Turns Fans into a Business
เลือกโหมดการเรียน:
ดูคำบรรยาย
เลือกคำ
เขียนคำใหม่
Highlight:
3000 Oxford Words
4000 IELTS Words
5000 Oxford Words
3000 Common Words
1000 TOEIC Words
5000 TOEFL Words
คำบรรยาย (179)
0:00
It's all about finding people through the virtual world and bringing them into the real one.
0:05
This is British musician Dom Harrison, better known as Yungblud.
0:12
His songs have been streamed more than 5.8 billion times.
0:16
He's toured the world and won awards, but he's not settled on success in music alone.
0:26
Here on London's iconic Denmark Street, we discuss bold business moves.
0:31
I put so much money into this, and the risk is on me.
0:35
His entrepreneurial mindset.
0:37
We could have been like “should we just
0:39
give up?” and my vibe is believe in yourself, bet on yourself every time.
0:42
And the highs.
0:44
This was the vision. This is the dream man. This is it.
0:46
And the lows of life as a rock star.
0:49
I'm so grateful for failure. You've got to enjoy
0:51
that kick in the stomach or this job ain't for you.
0:55
CNBC Meets: Yungblud.
1:04
I'm Tania Bryer and I'm on my way to meet rock star, Yungblud, real name Dominic or Dom Harrison,
1:11
who has leveraged his 23 million strong social media following to extend his brand
1:17
and launch a string of business ventures, including his own music festival, Bludfest,
1:23
a beer and fashion label, Beautifully Romanticised Accidentally Traumatized.
1:30
A year after launching the label online, he's opened this bricks
1:34
and mortar store at a time when most retailers are doing the opposite.
1:40
I've always loved clothes. They allowed me to talk without opening my mouth. I always loved
1:46
trying on new things. I always loved how they would make me feel, how they would make me walk
1:50
and really amplify what I wanted to represent. So a clothing line for me was always like inevitable.
1:56
You have chosen to open the store downstairs in an increasingly digital world
2:01
Yes.
2:02
What can bricks and mortar offer to your brand?
2:05
I think the biggest thing I try and provide for
2:11
the 20 million people that are in this community now is a physical adventure,
2:17
is a personal adventure, the opportunity to connect in real life.
2:22
I think the internet is such a beautiful place because it allows you to find what
2:26
you like very quickly, but it can also dilute your opinion of anything at all,
2:32
you know what I mean, there's too much option. So, I think kind of like if
2:36
people catch a one eye glimpse into this community and want to try something out,
2:41
you have a physical place to go, you can really decide if it's for you or not.
2:45
You get to taste the beer, you get to wear the garment, you get to listen to the music. It's
2:49
all about finding people through a virtual world and bringing them into the real one.
2:55
And bring them to the real world he has.
3:02
Dom has built a large and loyal fan base on social media, but behind those accounts
3:07
are real people. To launch this new store he's invited his fans to an all-day party,
3:14
and thousands have turned out to meet him.
3:17
You ok?
3:17
I’m good, I’m good, I’m good.
3:19
It’s a vibe man, it’s a bit mad out here.
3:22
This is great – they've all come for you.
3:24
Hi guys, how are you doing?
3:28
What does this mean to you? This is amazing.
3:31
This is the dream man, this is it. This is exactly what I wanted to do. Hi, how are you?
3:37
I mean this is it, this is the vision man, this is the community.
3:40
This is what you’ve built up.
3:41
People want somewhere to belong. How you doing dude, you all right?
3:44
I'll be out in a minute! Hi guys how's it going?
3:48
What do you want to say to them, how do you engage with them?
3:49
I love them. I mean I think every song I write, every piece of clothing I make,
3:53
every time I open a space like this is to tell them I love them.
3:56
Nice to meet you love, nice to meet you. Have a great day, lots of love guys.
4:00
When did you realize that you could grow your brand beyond music?
4:05
I really remember for the first time, I turned up at a 100-capacity venue,
4:10
and something clicked, because when you're a new artist, and kind of I remember,
4:14
Instagram was starting to become the vehicle to find community.
4:19
I remember turning up outside the gig, and it was exactly the same as right now. Everyone
4:25
was outside in makeshift clothing. It was the first moment I realized that this isn't
4:29
about me. This is about something I might have said in a song that sparks an idea to
4:35
150 people outside this place, and why not involve them in making this thing bigger?
4:47
Thank you so much for coming out. This is honestly a dream come true. I love you all.
4:55
Today Dom is one of the U.K.'s most prominent rock artists,
4:59
but it was overseas where he got his big break.
5:02
No one would sign me in the U.K., because grime and rap was king and rock was,
5:07
no one's signing rock, why would we sign rock?
5:09
I was trying to get signed everywhere, and we were big in the Netherlands, and someone in America,
5:16
a guy called Grant Owens, heard me on Dutch radio, and he ran a tastemaker station in
5:23
LA called We Found New Music. And he goes, I'd love for you to come and play my showcase in LA.
5:31
And two grand for a flight to LA, each with my band, with my management, could have bankrupt us,
5:39
right? But we took the opportunity. We played the showcase with Grant Owens, and every single major
5:45
record label was on the front row. And I really remember that was a pivotal moment. We could
5:50
have been like, oh, I don't know, man, should we just spend everything we've got? And my vibe is,
5:57
I'm a red or black kind of guy, and as long as you believe in yourself, bet on yourself every time.
6:02
Dom signed a record deal in 2017. He then caught the attention of a wider audience
6:08
thanks to his fresh take on rock music, as heard in debut single, King Charles.
6:20
After a number of successful albums and tours, Dom attempted to disrupt
6:25
the lucrative music festival market, launching lower cost event Bludfest in 2024.
6:31
We did a thing
6:33
Bludfest returned to the south of England in 2025 welcoming 25,000
6:39
music fans. The 2026 event will take place in Czechia.
6:44
Bludfest was one of the biggest learning curves of my life.
6:47
I think in music, in any business, the biggest lie you are told is, well, that's just the way
6:53
it is. And I think if you kind of abide by that's just the way it is, you will never be successful,
6:58
because the way it is was an innovative idea once. And I think festivals were
7:04
not representative of real people, the prices of music became inaccessible, and it made me furious.
7:10
I was on tour in America, and tiered pricing, the venue was full,
7:14
and the middle section there were 500 tickets, and there were 2000 kids trying to get in outside,
7:19
and 500 seats free. And it made me sick, because I had no control over that.
7:23
My people can't come to my show because somebody else is dictating my ticket
7:27
price. What? You know what I'm saying? And I couldn't stand behind it and go,
7:32
right, this is what I believe this is worth.
7:34
That's the relationship that I have with my fan base. I will not make any money off the music,
7:39
but I will bring 20,000 to 30,000 to 50,000 people into a field,
7:43
and then I will sell my merch, and I will sell my food,
7:45
and that's when it can be a profitable business that allows me to keep it going.
7:48
Can that accessibility keep it financially sustainable?
7:53
Yeah, because I think my vibe is I don't see Yungblud as there's 10 different arms of a
7:59
business. I see Yungblud as one pot, right? People aren't listening to music, this doesn't happen. My
8:06
vibe would be like, okay, this bit can lose money because this bit's taking money, and this bit can
8:12
lose money because this bit's taking money and this bit's taking a lot of money... So my vibe is,
8:16
when I look at it like that, instead of everything having to either break even or be in the green,
8:20
then I can be a lot more nimble with how I choose to communicate with people.
8:24
I have to pay my artists fairly. So I go, okay, cool. Well, these are going to cost this much,
8:28
and this is going to cost this much, and I don't know, say tomorrow I get a massive band
8:33
like Smashing Pumpkins on, I might have to go up a tenner, but at least I can communicate it.
8:39
Trade Federation U.K. Music has cited four key commercial
8:44
assets as economic drivers within the music industry: musical composition,
8:49
or song writing, recorded music, live performance and brand and image.
8:57
Dom is involved in all four of these areas and to maximize return on his brand and image,
9:04
he's partnered with Firebird music to create YB Inc. that brings together his fashion brand,
9:10
this new bricks and mortar store
9:12
his music festival, Bludfest
9:15
and any other future ventures.
9:18
Best thing about YB Inc. is like being able to have investment like I made my
9:23
own documentary myself. I made my own store myself. I want to do,
9:27
I want to front the money for Bludfest so I don't have to go to a bigger corporation.
9:32
I can be nimble, and I can lead with my idea, because no one wants to take risk in corporate
9:40
business, because you get fired, and if you get fired, you don't get another job.
9:45
Risk is the thing I get off on the most, it's the most exciting. Every single thing like today,
9:50
this could have completely imploded. I put so much money into this, but it's all about the people.
9:55
I know the people love it, build it and they will come. And I think what's amazing is like,
10:00
when you get an investment like that, they genuinely believe in it, and the risk is on me.
10:07
How important do you think it is for other musicians
10:09
like yourself to also have business ventures?
10:12
I think it's exciting more than important.
10:15
Artists and musicians, if you have a beautiful community, the possibilities are limitless. A
10:20
lot of corporate structures and a lot of business people within music want to keep you from doing
10:25
this. Put out music, tour a bit, and that's the structure. Happy, happy, happy, la-di-da.
10:31
Whereas I'm like, alright, cool, that works a lot. Let's take all this and put it right
10:36
there. And everyone's like, oh my God, we could lose everything. But that's the vibe,
10:39
man. I want to ride this thing until the wheels fall off, and I want to have fun with it like,
10:43
my vibe was never about being comfortable. When I'm comfortable, I'm bored. If you're
10:51
enjoying the benefits of your success more than the ride, I think you're in the wrong business.
10:56
How does your mindset shift and does it when you're in creative mode,
11:01
then going to business, does it change?
11:03
I think what's fun is for me, because I'm riddled with ADHD, I need to keep
11:09
my brain working all the time. I like to do three hours in the studio and be completely
11:14
creative. Then I like to come in here and be completely bull in a china shop with my ADHD.
11:18
If I have leftover energy, it turns into anxiety,
11:22
and it turns into kind of depression and all that vibe. So I'm literally,
11:26
like, up at seven, I go boxing, and then I come to work, then I go to the studio late.
11:31
It's mad, but I love it. It's just the way I do it. Luckily, my team love it too.
11:37
Dom's exposure to music goes back a long time.
11:41
Just doors down from his clothing store on Denmark Street,
11:45
he's brought me somewhere close to his heart.
11:48
This is where it all began, my old man's shop. You know what I mean?
11:51
The famous Hanks guitar shop, is owned by Dom's father, Justin,
11:56
and it's where Dom used to work before making it as a musician.
12:00
I really think I found a deep appreciation and understanding for music by everyone who I was
12:05
in the shop with who taught me everything. Like I think kind of I was lucky to have a
12:10
deep knowledge of rock music to be able to pull from. The thing about rock music is
12:14
it doesn't give its crown up easily. Pop or rap, it gives its crown to whatever's
12:20
biggest at the time. With rock, you've got to love it, cherish it, understand it.
12:23
When you think back, could you ever have imagined something like this?
12:26
No, absolutely not. I had a dream, and of course, I wanted this. But do you ever expect it to come
12:31
true? No. And did it come true in the way that I thought it would? No, it was a lot different.
12:35
It was a lot harder. You have to battle a lot more than you ever think you're gonna.
12:39
With four studio albums and a string of businesses to his name. Dom has achieved great success,
12:46
but I wanted to know how he navigates failure.
12:49
You learn very little from success. Half of the time, you don't remember it. When
12:53
you get slapped, you get a scar, and I think that that scar will remain,
12:58
and it kind of makes the skin around where you got slapped a little bit harder.
13:02
We did that last time. So that's what went wrong there. That's what went wrong there.
13:07
So then you can almost feed that into the art. I'm so grateful for failure. I fail 15 times a week,
13:12
and I'll succeed maybe once a month, but as long as that success is learned from every
13:17
time I've failed. You got to enjoy that like kick in the stomach or this job ain't for you.
13:25
Here on Denmark Street, Dom's fans have turned out to see their hero.
13:30
Many proudly clutching shopping bags proving that Yungblud is more than just a musician.
13:36
Well, you have a hugely successful music career. Sell-out tours, clothing brand,
13:43
now a physical venue right here in central London. What's next for Yungblud the entrepreneur?
13:50
I think my biggest goal now is to create Bludfest and make it a worldwide thing and
13:55
take these hubs and try and get them into every country all over the world, and then more music.
14:05
Always starts with music. That’s the truth.
14:08
Dominic, thank you so much for inviting me here to your office.
14:11
Thank you for coming, honestly.
