Moving from Europe to the US to build a 2M follower empire in less than 2 years - The European Kid

1. 0:00 – 3:54

   Is The European Kid a real person?

   1. SPSpeaker0:00

      Yes, I get it. They're unpaid interns, but they shouldn't be making mistakes, okay? I'm building a billion-dollar company, I don't have time.

   2. MMMarina Mogilko0:06

      [sighs]

   3. SPSpeaker0:10

      Okay, cool, I just got off the call. Yeah. So let's, let's do it.

   4. MMMarina Mogilko0:12

      Yeah.

   5. SPSpeaker0:12

      Let's go. Let's go.

   6. MMMarina Mogilko0:13

      I can do-

   7. SPSpeaker0:13

      I, I, have, like, an investor call coming, so we need to go fast, okay?

   8. MMMarina Mogilko0:16

      Um, okay.

   9. SPSpeaker0:16

      Let's go. Yeah. Yeah, one second, I'm getting another call. Yeah. Ryan, I don't... Listen, don't call me, okay? Fire them.

   10. MMMarina Mogilko0:25

       Do you think the valuation of your company reflects the reality?

   11. SPSpeaker0:28

       We've raised $20 million, and I think we should be raising more.

   12. MMMarina Mogilko0:31

       I have a very special guest today. You've probably seen him on Instagram as The European Kid and, uh, My Tech CEO.

   13. SPSpeaker0:39

       What does the Internet like? The Internet loves a character.

   14. MMMarina Mogilko0:42

       An asshole character for some reason. Both of you. [laughs]

   15. SPSpeaker0:44

       No one really knew that The European Kid was sometimes me and my brother. This entire character that we're doing is amazing. The Internet loves this. But what happens if you take the same approach and apply it to another industry?

   16. SPSpeaker0:56

       What do you mean you don't speak European?

   17. SPSpeaker0:57

       [laughs]

   18. SPSpeaker0:58

       You think that I'm stupid, huh? It's all Visa, international. I, I, I have, like, an investor call coming, so we need to go fast, okay?

   19. SPSpeaker1:05

       The reason why it goes so viral is because it's naturally controversial. 'Cause really the problem with The European Kid and why there's so much controversy is that everyone is very convinced that this is exactly what's happening. Everyone is very serious, and that's great, but what happens if you, like, just come across someone who just seems, like, pretentious, ridiculous? Like, you're gonna naturally listen to them a lot more. And so I think that's one of the things that we realized when starting that account.

   20. MMMarina Mogilko1:28

       Hey, guys, welcome to Silicon Valley Girl. I have a very special guest today. You've probably seen him on Instagram as The European Kid and, uh, My Tech CEO. Oh my goodness, he, this guy, you're so talented it is crazy. I wanna talk about your journey, I wanna talk about what you're doing in Silicon Valley right now. So let's start with your age. [laughs] How old are you?

   21. SPSpeaker1:50

       Yeah, so I'm actually 23. Um...

   22. MMMarina Mogilko1:53

       And everyone just felt so old, right?

   23. SPSpeaker1:54

       [laughs]

   24. MMMarina Mogilko1:55

       I feel so old right now. [laughs] How did... So you are based where?

   25. SPSpeaker1:58

       I'm based in San Francisco, but I travel a lot, so I can't really say I'm properly based here.

   26. MMMarina Mogilko2:04

       So when did you come? When did you arrive in SF?

   27. SPSpeaker2:06

       I came about nine months ago.

   28. MMMarina Mogilko2:08

       To do what?

   29. SPSpeaker2:09

       To... Actually, I was doing some work with a startup. I came to SF and I was doing some work with a startup on growth, and then I realized, wow, like, SF is an incredible place. There's so many talented people out here. I just love the atmosphere, and I felt like, I felt like when I was in SF, I got work done, and I was moving towards what I wanted to do in life, so I was like, "I have to stay here."

   30. MMMarina Mogilko2:28

       When did you start your Instagram account?
2. 3:54 – 7:09

   How did they come up with this idea

   1. MMMarina Mogilko3:54

      How did you start it? How'd you get the idea?

   2. SPSpeaker3:56

      So my twin brother was in a hotel room, and um, he was just like, "I wanna record this video." 'Cause, like, one of the things that we're both really good at is we're really good at accents.

   3. MMMarina Mogilko4:09

      Mm.

   4. SPSpeaker4:09

      And we grew up in Belgium, and so in Belgium, we grew up in Brussels. They speak French. Uh, we, we naturally had a really good sense of the different accents that, you know, are present in Europe, you know, from French to Dutch to Spanish. And-

   5. MMMarina Mogilko4:22

      But your parents are American? Sorry.

   6. SPSpeaker4:24

      My parents, actually, my mom's Greek.

   7. MMMarina Mogilko4:26

      Mm-hmm.

   8. SPSpeaker4:26

      And my dad's American.

   9. MMMarina Mogilko4:27

      Okay.

   10. SPSpeaker4:28

       Uh, so we have, like, three nationalities. But yeah, like, growing up in Europe, like, we picked up all these accents. Um, and we were pretty good at them. And so my brother had a great French accent.

   11. SPSpeaker4:37

       You guys, this part was reserved for me. No, it's not. You guys not read, like, those names out here? Louis, right here.

   12. MMMarina Mogilko4:45

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   13. SPSpeaker6:34

       We were just kinda curious to experiment. You know, like it was at the time TikTok was already becoming a pretty well-known established, uh, platform, and there was a lot of people going viral, and we were just very curious, you know, what does it take to go viral on TikTok? And so we kinda just experimented, and he was the first one who put the video out, and it did... I think, I think that video got over a million. And then we were like, "There's something here." The European Kid account just started picking up a lot.

   14. MMMarina Mogilko6:59

       Mm-hmm.

   15. SPSpeaker7:00

       Um, and then eventually I realized this entire character that we're doing, like this Louis character, is, is amazing.

   16. MMMarina Mogilko7:07

       Mm-hmm.

   17. SPSpeaker7:07

       Like, the internet loves this.

3. 7:09 – 8:15

   "The internet loves an asshole character"

   1. SPSpeaker7:09

      What happens if you take the same approach and apply it to another industry?

   2. MMMarina Mogilko7:13

      Mm-hmm.

   3. SPSpeaker7:13

      And so this was about, uh, this was about six months ago. I said to myself, "I wanna start a completely different account and I wanna grow it-

   4. MMMarina Mogilko7:20

      Mm-hmm

   5. SPSpeaker7:21

      ... leveraging the exact same style as the, as the other account. And so this was about six months ago. I started the My Tech CEO account. It's a virtual meeting. Get out of here.

   6. SPSpeaker7:29

      Dude, this guy.

   7. SPSpeaker7:30

      You will not show up to this office. We are in the cloud, on the blockchain, an AI company. You think a company does that? Stop investing based off CEOs' horoscopes. Half the funds, he's invested in Geminis. And it was just drawing from what was working. It's like, what does the internet like? The internet loves a character, someone who's-

   8. MMMarina Mogilko7:50

      An asshole character for some reason. [laughs]

   9. SPSpeaker7:52

      For example, right?

   10. MMMarina Mogilko7:53

       I don't know. [laughs]

   11. SPSpeaker7:53

       I mean-

   12. MMMarina Mogilko7:54

       Sorry

   13. SPSpeaker7:54

       ... it, the thing about all the content on, on, uh, on YouTube, on Instagram, is everyone is very serious, and that's great. But what happens if you, like, just come across someone who just seems, like, pretentious-

   14. MMMarina Mogilko8:08

       Mm-hmm

   15. SPSpeaker8:08

       ... ridiculous? Like, you're gonna naturally listen to them a, a lot more. And so I think that's one of the things that we realized when starting that account.

4. 8:15 – 11:21

   Collaborating with private jets company

   1. MMMarina Mogilko8:15

      And so you're growing both accounts. Uh, how is, like, in, in general, how has the growth been and how do you monetize it?

   2. SPSpeaker8:22

      Yeah. So I think for The European Kid, uh, monetization is great. Uh, and this is, this account is actually largely, like, like my, my brother fully handles that now. There's a lot of opportunities to work with a lot of luxury companies. We do a lot of sponsored videos. This is how the European elite dress. Today I flew in my stylist from Sweden to dress me up in Rosenborg. Day in the life of a rich kid going to the Hugo event for the Miami F1 Grand Prix.

   3. SPSpeaker8:47

      I'm Jacob. Nice to meet you. How are you doing?

   4. SPSpeaker8:49

      What's your name?

   5. SPSpeaker8:49

      Louis. I have the most expensive watch in my hand.

   6. SPSpeaker8:52

      Let's see it.

   7. SPSpeaker8:52

      This is $7.7 million. It's called Billionaire. You look happy now.

   8. SPSpeaker8:58

      I'll take it.

   9. MMMarina Mogilko8:59

      You did a collab with a private jets company.

   10. SPSpeaker9:01

       Yeah.

   11. MMMarina Mogilko9:01

       Yeah?

   12. SPSpeaker9:02

       As well. We actually... Yeah, this is an interesting story. Like, a whi- I think this is, like, four, five months ago, maybe, maybe more. We did this, um, this video with this, the private jet business. So many people, business clients, models, which are also business clients, that I was gonna pick up, and I was expecting I was gonna buy the jets and get it delivered the next day.

   13. SPSpeaker9:21

       I'm looking after your interests, man. I can't just do it without inspecting the aircraft. You're buying an airplane that's safe and everything's working on it. It's not like a car. It's not, it doesn't come that easy.

   14. SPSpeaker9:30

       Can I just buy a small one in the meantime so it should be using the summer?

   15. SPSpeaker9:33

       No, just a small and a big one. They all take the same amount of inspection for you.

   16. SPSpeaker9:35

       A little Cessna to be flying it around to send some people-

   17. SPSpeaker9:38

       Yeah

   18. SPSpeaker9:38

       ... like a little taxi.

   19. SPSpeaker9:39

       The models won't come and see you the second time after you fly a Cessna. I think you need to bring your father in. I really, you have to bring him in.

   20. SPSpeaker9:45

       What's the difference between me and my father?

   21. SPSpeaker9:46

       Because he has the money. You have the credit card.

   22. SPSpeaker9:48

       Which is, like, b- all over social media. You guys might have seen this, uh, very, like, very fascinating, like, guy called, uh, Steve on, uh, who, like, talks about, like, selling private jets. We did a video with them back before they were, um, that big, that big of an account. And, um, I don't wanna say we put him on the map, but I think we definitely were a key helper in that.

   23. MMMarina Mogilko10:08

       Yeah.

   24. SPSpeaker10:08

       I think that video got, like, 20 million on, like, TikTok and it elevated their brand, which is, which is really awesome to see the, the power of, like, a character then directly translating towards a, a brand that a, a company that is, you know, selling jets, which is a pretty serious business.

   25. MMMarina Mogilko10:22

       Yeah. And what's amazing how you integrate that into your, you know, general storytelling, how you come up with that idea that is catchy, but at the same time it's an ad, but you don't feel like it's an ad.

   26. SPSpeaker10:34

       Yeah.

   27. MMMarina Mogilko10:34

       Can you talk about storytelling? How do you come up with scripts?

   28. SPSpeaker10:37

       Yeah, it's a great question. Honestly, like, I think that the most, the best video ideas, they kinda come to us in the moment. Um, there's a lot of different ways to approach videos. Sometimes we'll, like, see a specific movie scene and we're like, "That's a really funny line." Or sometimes we're in the moment, we're, like, in a specific environment and we're just like, "It would be funny if this happened, if this scene happened." And so a lot of my videos and, like, I w- I think all the videos that have gone the most viral have been, like, in the moment we're, like, for example, sitting at a restaurant and we're like, "Oh, it would be so funny if we, like, use these bottles to, like, do a competition of who's ordering the biggest bottle." Some- something, like, stupid like that sometimes. So it's in the moment, uh, or drawing inspiration from other videos we've seen, especially movies, um, et cetera.

5. 11:21 – 12:34

   How does he find such relatable stories from the startup world?

   1. MMMarina Mogilko11:21

      Um, so and with My Tech CEO, so you mentioned you worked at a startup here in, uh, in San Francisco. How much of experience do you have interacting with startups? 'Cause I know, you know, of what, like, what I think about it, so this is all totally relatable, but these stories don't come to my mind like, like that. And you've been in this area for, like, nine months, and you already see those, those things.

   2. SPSpeaker11:41

      Yeah, absolutely. I mean- In, in fairness actually, I've been in the startup world ever since I was, I was young. I started this, uh, company when I was 16 that was like an agritech-

   3. MMMarina Mogilko11:50

      Mm

   4. SPSpeaker11:50

      ... startup-

   5. MMMarina Mogilko11:51

      Interesting

   6. SPSpeaker11:51

      ... um, which got a little bit of funding.

   7. MMMarina Mogilko11:53

      Back in Belgium, or-

   8. SPSpeaker11:54

      Back in Belgium, yeah.

   9. MMMarina Mogilko11:55

      Mm-hmm.

   10. SPSpeaker11:55

       We, so we, like, took, like, deformed fruits and, like, utilized them to make juice concentrates that were then sold to other businesses. So that was, like, the first, uh, business I got involved with, and that kinda gave me a taste of entrepreneurship, and I was like, "This is really cool."

   11. MMMarina Mogilko12:07

       Mm-hmm.

   12. SPSpeaker12:07

       And then I started a couple other companies in college. Nothing really took off, so, like, I, I won't give myself credit. They're mostly failed businesses, honestly. But I think that exposed me to a lot of the startup world.

   13. MMMarina Mogilko12:17

       That's good, yeah.

   14. SPSpeaker12:17

       And, um, then gave me a lot of the, the insights I needed to be able to then be like, "Hey, I wanna do a character in the tech world. What would that look like?"

   15. MMMarina Mogilko12:25

       Mm-hmm.

   16. SPSpeaker12:25

       And so I think that was very useful to draw from that inspiration from that experience, uh, in deciding what the character would look like and what the videos would look like as

6. 12:34 – 14:45

   People's reactions to this satire

   1. SPSpeaker12:34

      well.

   2. MMMarina Mogilko12:34

      Question: Do you get any backlash on Instagram? 'Cause when I posted a video with you, remember, uh, when you were at a restaurant, some of my, like, some of my subscribers, they just didn't understand 'cause I'm not in entertainment.

   3. SPSpeaker12:44

      Yeah.

   4. MMMarina Mogilko12:44

      I'm more so, like, education, serious person. [laughs]

   5. SPSpeaker12:46

      Yeah.

   6. MMMarina Mogilko12:47

      And they're like, "How, how come you, you're hanging out with such-"

   7. SPSpeaker12:50

      [laughs]

   8. MMMarina Mogilko12:50

      "... a rude person?"

   9. SPSpeaker12:51

      Yeah.

   10. MMMarina Mogilko12:51

       I'm like, "Do you know satire?" [laughs]

   11. SPSpeaker12:53

       [laughs]

   12. MMMarina Mogilko12:53

       "Do you know, like, humor?" But I was-

   13. SPSpeaker12:55

       It's a joke

   14. MMMarina Mogilko12:56

       ... surprised that some people actually reacted in that way. Do you get that reaction, and what do you think about it?

   15. SPSpeaker13:01

       So I think that for The European Kid account, um, and especially now that my brother is, like, really, like, handling it, it gets, that one gets a lot of con- That, that one is based off a lot of controversy.

   16. MMMarina Mogilko13:13

       Mm-hmm.

   17. SPSpeaker13:13

       You know? Like, the fact that you come across Instagram or you come across a TikTok where there's a kid who's complaining about the size of his jet or that his papa hasn't wired him $10,000, you know? It, naturally, like, when someone sees it, like, the reason why it goes so viral is because it's naturally controversial. But I realized, especially with the My Tech CEO character, I wanted to really bring out more of the satire in there so that there would be less of a, a talk and a conversation around it being controversial. 'Cause really, the problem with The European Kid and why there's so much controversy is that everyone is very convinced that this is exactly what's happening.

   18. MMMarina Mogilko13:45

       Mm-hmm.

   19. SPSpeaker13:45

       And it's like, okay, like, you know, and I'm, I'm not gonna say it's not happening-

   20. MMMarina Mogilko13:49

       Mm, mm

   21. SPSpeaker13:49

       ... 'cause, you know, I wanna keep the mystery there.

   22. MMMarina Mogilko13:51

       [laughs]

   23. SPSpeaker13:51

       But, um, but yeah, obviously it's, it's engage- it's about engagement. Um, so with the, The European Kid account, there's a lot of controversy around that. But with the My Tech CEO account and the way that I've grown that, I've been very thoughtful about trying to make the videos look slightly less realistic so that people can kind of easily understand, "Okay, this is a joke. This is drawing-"

   24. MMMarina Mogilko14:09

       Yeah, yeah

   25. SPSpeaker14:09

       ... "on something happening in the tech world, and he's showing it in a humorous way." I've tried so hard building a profitable company, and it's just, I can't. I d- I think I need more funding. Whole system's down because someone left an unaccounted button on my website.

   26. SPSpeaker14:25

       Yeah.

   27. SPSpeaker14:25

       It's your fucking button.

   28. SPSpeaker14:26

       I, I, I didn't-

   29. SPSpeaker14:27

       It's your button

   30. SPSpeaker14:27

       ... think users were gonna click on it.
7. 14:45 – 18:06

   Do brands still want to sponsor controversial videos?

   1. SPSpeaker14:45

      these days.

   2. MMMarina Mogilko14:45

      But st- still The European Kid, has this... Uh, so the controversy, has it int- attracted more advertisers, or do you feel like some companies pushed back because of how controversial the, the topic is?

   3. SPSpeaker14:56

      I don't know too well how, how much it's pushed back companies. I think if anything is, like, The European Kid is, like, extremely well known. And I, and I say that because I've just seen the impact it's had on my life [laughs] from, like, a year ago to, like, today, like, being recognized, like, people being like, "I've seen these videos." Without a doubt, the algorithm loves it, and it'll feed it to people. And s- a lot of big advertisers might be like, "You know, we don't wanna associate with that brand." But the truth is that a lot of brands at the same time are gonna recognize that.

   4. MMMarina Mogilko15:27

      Mm-hmm.

   5. SPSpeaker15:27

      This is satire, and this is doing extremely well. It's performing well. So I think it hasn't necessarily impacted that much. We, we, there is a, an abundance of, like, brand deals, uh-

   6. MMMarina Mogilko15:37

      Mm-hmm

   7. SPSpeaker15:37

      ... and companies reaching out to us because they recognize the power of this kind of controversial content-

   8. MMMarina Mogilko15:41

      Exactly, yeah

   9. SPSpeaker15:42

      ... that has given us, uh, insane reach, I, I'd say.

   10. MMMarina Mogilko15:45

       Do you feel that in your personal life when people approach you in the street, do they expect you to have the same accent and, like, the same attitude? [laughs]

   11. SPSpeaker15:53

       All the time. And honestly-

   12. MMMarina Mogilko15:53

       'Cause I, 'cause I-

   13. SPSpeaker15:54

       Yeah

   14. MMMarina Mogilko15:54

       ... honestly, I did. When I saw you first-

   15. SPSpeaker15:56

       Yeah

   16. MMMarina Mogilko15:56

       ... I was like, "Oh, he has an American accent. He's actually-"

   17. SPSpeaker15:59

       Yeah

   18. MMMarina Mogilko15:59

       "... different." [laughs]

   19. SPSpeaker16:00

       Yeah, no, it's very confusing to people. It's one of the things that, like, I hope that over time, as the b- as we, like, think more about brand... Like, this is the very first brand that we've built. Like, The European Kid now that we're building the My Tech CEO account. Like, I hope over time as we build more brands, people are gonna realize that, like, hey, this is just, like, it's, [laughs] it's not actually, like, a French rich kid. It's like, this is just an approach to, like, content. So it does happen all the time.

   20. MMMarina Mogilko16:22

       Is that why you decided to step back from that account, or-

   21. SPSpeaker16:25

       Um, yeah, and also just I wanted a challenge, uh, as well. And I, I'll also I just, I like tech a lot. I'm, uh, I'm really in tech, and I think that if I wanna build a meaningful personal brand, I think doing it around the industries that I'm already in makes more sense. I think that with the brand that we have right now with The European Kid, it's an absolutely, like, phenomenal brand. It's largely in the luxury space. Like, think about anyone who's, like, partying in Europe or, like, enjoys luxurious, uh, meals, and, like, a lot of them will come across that content at some point. Um, but I, I recognize that we have a whole audience that we're not targeting. And so I think that a similar approach but, like, with different styles of content, you know, the, in this case, the tech and the tech world is gonna un- unlock a whole new demographic of people.

   22. MMMarina Mogilko17:09

       Mm-hmm.

   23. SPSpeaker17:09

       And so yeah, that's kind of how I thought about it, and I feel like it's, there's tons of ways you can leverage that towards branding and then also down the line with interesting business opportunities as well.

   24. MMMarina Mogilko17:18

       Mm-hmm.

   25. SPSpeaker17:18

       Which there's definitely a lot of, I'd say, these days.

   26. MMMarina Mogilko17:20

       Uh, when you say business opportunity, do you mean, mean brand deals or, like, when you get invites to be an advisor at a startup that has-

   27. SPSpeaker17:27

       I, I think both, yeah.

   28. MMMarina Mogilko17:28

       Mm.

   29. SPSpeaker17:28

       I think brand deals is definitely one. I think that, yeah, being, for example, asked to join a startup as an advisor is another one. Um-

   30. MMMarina Mogilko17:35

       Have you got those offers already? Yeah?
8. 18:06 – 19:19

   How does he see the brand evolving further?

   1. SPSpeaker18:06

      at.

   2. MMMarina Mogilko18:06

      But what's the, what's the end goal with all of this? Are you gonna build multiple brands with you being the face, or do you think you can replicate this with other people?

   3. SPSpeaker18:14

      Here's what I would say. I think that naturally I've done a lot of different things. I've been really bad at some things. I've been really good at some things. Like s- building a tech company, I've been okay at. Like I could make it work, but I don't think I'm phenomenal at it. Like I don't have an incredible product sense. I don't really know... I'm not a technical person. I don't know how to code. I know how to hire great talent. I wanna... Naturally what I wanna do with my life, I wanna do extremely well, and I wanna do things that I know over the long term are gonna pay off. And like just seeing where the content has been able to go and just seeing my, le- leveraging my ability to, you know, do accents to kinda just snap into a, a personality. And so I wanna just focus on what I'm naturally really good at, and I realize that I don't exactly know where I wanna be in 7, 10 years. But I know that if I stick to what I'm extremely good at and I continue doing things that I know are having a massive impact, I will start to figure out what the path looks like and then be able to be, you know, more strategic about how I approach that.

   4. MMMarina Mogilko19:13

      Yeah. I love your strategy 'cause you're in both worlds. You're in entertainment and also business, so you know people here and

9. 19:19 – 21:26

   How did Jason come up with the idea to host dinners in Silicon Valley?

   1. MMMarina Mogilko19:19

      there.

   2. SPSpeaker19:19

      Yeah.

   3. MMMarina Mogilko19:19

      And you just hosted an incredible dinner. Thank you so much.

   4. SPSpeaker19:22

      Yeah, absolutely.

   5. MMMarina Mogilko19:22

      And you've been in SF for like nine months, and there were top, top founders at that dinner. How do you think about that? Like hosting dinners, how do you come around this idea?

   6. SPSpeaker19:32

      I think it's really interesting. I, I would have never really expected it, but I think that you have a, a big benefit as a creator, um, when, when it comes to meeting people, especially in SF. And you know this, I'm sure, just as much as I do because you are, uh, obviously a fantastic creator here in, uh, in SF in Palo Alto. But, you know, businesspeople and people, tech founders, they wanna meet creators, and it's kind of vice versa. And so I think it's actually been extremely useful to be like able to leverage, um, you know, what me and my brother have been able to do, uh, with me- in meeting people. People are fascinated by it. And so I think I've just been thoughtful around leveraging that in a, in a way where I can be, I can approach someone that maybe, you know, uh, like a top-tier founder and be like, "Hey," like, "I have some interesting thoughts around social media. I have some interesting thoughts around branding for you," and they wanna listen. Uh, and then vice versa. They give me a lot of great business feedback. So I've met some incredible founders that, funny enough, a year ago I would have never been able to network with. But by being th- thoughtful and like leveraging the content and the, and all the, you know, all the views and followers, I'm able to speak to now.

   7. MMMarina Mogilko20:32

      Yeah.

   8. SPSpeaker20:32

      And so yeah, I feel like that's also been kinda like strategic on my end.

   9. MMMarina Mogilko20:35

      That's a genius strategy. So you're, you're probably one of the first creators in the Bay Area who don't wanna move to LA. [laughs]

   10. SPSpeaker20:42

       I, I don't see the value of moving to LA as much. I think the only value to moving to LA is like if you wanna get into more acting and you, you, you wanna pursue that route. But personally, I, I, actually that's not really where I wanna go. I mean, if I was given an offer by, you know, some top-tier like, you know, maybe Netflix was like, "We wanna put you as one of the main characters on a show," like yes, I'd probably say yes to that. But I think that like create your own opportunities. Like it's hard to make that a success. So for, for me, that looked like, hey, you know what? I can reach tens of millions of people by taking out a phone and doing a funny character.

   11. MMMarina Mogilko21:16

       Yeah.

   12. SPSpeaker21:16

       It'd probably be to build a massive brand and then to become such a big brand that people are aware of that-

   13. MMMarina Mogilko21:21

       That people reach out to you

   14. SPSpeaker21:22

       ... m- movies would be like, "We wanna be-

   15. MMMarina Mogilko21:24

       Yeah

   16. SPSpeaker21:24

       ... you to be in a, in a movie," so.

   17. MMMarina Mogilko21:25

       Yeah.

   18. SPSpeaker21:25

       So.

   19. MMMarina Mogilko21:25

       Have

10. 21:26 – 23:55

    Jason's turning into The European Kid

    1. MMMarina Mogilko21:26

       you have a, uh, have you had any actor training or like any acting classes? Have you taken them?

    2. SPSpeaker21:31

       I have not. I mean, I did like-

    3. MMMarina Mogilko21:32

       How, how come-

    4. SPSpeaker21:33

       ... theater class like-

    5. MMMarina Mogilko21:34

       You're a natural

    6. SPSpeaker21:34

       ... i- in, in like high school-

    7. MMMarina Mogilko21:36

       Uh-huh

    8. SPSpeaker21:36

       ... like for a couple months, but yeah, yeah, I have not.

    9. MMMarina Mogilko21:39

       That's amazing. The way he switches from... Can you show us? [laughs]

    10. SPSpeaker21:41

        I can show you. Yeah, I can do a character.

    11. MMMarina Mogilko21:43

        Can you switch? Just, just watch this.

    12. SPSpeaker21:44

        I hope no one skips this part of the interview and then they're just like, "Well, who, who is this?"

    13. MMMarina Mogilko21:48

        [laughs]

    14. SPSpeaker21:49

        Yeah. But I'll switch. I'll do the tech c- I'll do the tech character, and then I'll do the, the European Kid-

    15. MMMarina Mogilko21:53

        Okay

    16. SPSpeaker21:53

        ... for a bit. Yeah.

    17. MMMarina Mogilko21:54

        Uh, so you're the tech, yeah? Uh.

    18. SPSpeaker21:55

        Yeah.

    19. MMMarina Mogilko21:56

        Do you think the valuation of your company reflects the reality?

    20. SPSpeaker21:59

        Like I think that the last valuation we had was just not substantial. Like we've been putting in a lot of work, okay? I have been sleeping endlessly every single night to build this company, okay? And it's, it's, it's really hard for me to see a valuation that just doesn't reflect that work. I think investors are just out of their minds.

    21. MMMarina Mogilko22:20

        That's amazing. Oh my goodness.

    22. SPSpeaker22:22

        We've raised $20 million, and I think we should be raising more. So that's the tech character.

    23. MMMarina Mogilko22:26

        That is great.

    24. SPSpeaker22:27

        Yeah. [laughs]

    25. MMMarina Mogilko22:27

        This is The European Kid.

    26. SPSpeaker22:29

        All right.

    27. MMMarina Mogilko22:30

        What, uh... Louis, what do you think about this studio?

    28. SPSpeaker22:32

        [sighs] I mean, uh, I, I get invited to a lot of, a lot of places. Uh, I mean, um, well, this is, it's fine. You know, you have some plants here. These... Where'd you get these plants?

    29. MMMarina Mogilko22:45

        I don't know.

    30. SPSpeaker22:45

        Are they ni- No.
11. 23:55 – 25:10

    Things in Europe that we miss in the U.S.

    1. SPSpeaker23:55

       Yeah.

    2. MMMarina Mogilko23:55

       Wow. Since you come from Europe-

    3. SPSpeaker23:57

       Yeah

    4. MMMarina Mogilko23:57

       ... I'm from Russia.

    5. SPSpeaker23:58

       Yeah.

    6. MMMarina Mogilko23:59

       Used to completely different level of service, food, everything.

    7. SPSpeaker24:02

       Mm.

    8. MMMarina Mogilko24:03

       What do you feel here? Like, do you feel there's difference? Does it really affect you, or you don't care?

    9. SPSpeaker24:07

       The service?

    10. MMMarina Mogilko24:09

        Yeah.

    11. SPSpeaker24:09

        In the, in the US?

    12. MMMarina Mogilko24:10

        Quality of food, um-

    13. SPSpeaker24:11

        Oh, yes. I have, I have a lot to say

    14. MMMarina Mogilko24:12

        ... public transportation. [laughs]

    15. SPSpeaker24:14

        Yeah, I, I definitely have a lot to say on that. I mean, I just came from, uh, Dubai, like, I wanna say, like, two, three weeks ago, and it's, it honestly is astonishing. Like, coming from, like, like, a place like Dubai or coming from, like, Belgium, it's astonishing the quality of the food, how the government runs. I mean, we're also in a very specific part of the US, like California itself, you know. San Francisco has a lot of major problems.

    16. MMMarina Mogilko24:37

        Yeah.

    17. SPSpeaker24:37

        Um, but yeah, I think the biggest complaint from me is, like, the food, honestly. I love-

    18. MMMarina Mogilko24:41

        You know what? It's San Francisco's actually so much better than the rest of, I feel like the rest of the country. New York, San Francisco, they're like, LA.

    19. SPSpeaker24:47

        Yeah.

    20. MMMarina Mogilko24:48

        We have decent restaurants, but still-

    21. SPSpeaker24:50

        Yeah

    22. MMMarina Mogilko24:50

        ... like, compared to Dubai.

    23. SPSpeaker24:51

        Yeah, yeah.

    24. MMMarina Mogilko24:52

        How does it, like... 'Cause I know a lot of people who actually moved out of the US-

    25. SPSpeaker24:57

        Mm

    26. MMMarina Mogilko24:58

        ... because of that.

    27. SPSpeaker24:58

        Really?

    28. MMMarina Mogilko24:58

        'Cause they were used to quality food. They were used to using public transportation. They couldn't just drive their kids around all the time.

    29. SPSpeaker25:05

        Yeah.

    30. MMMarina Mogilko25:05

        They were used to, you know, different method of... Like, everything is different in that-
12. 25:10 – 28:27

    Does he see himself living in Silicon Valley for the next 10 years?

    1. MMMarina Mogilko25:10

       But for you right now, like, do you see yourself living here for the next 10, 20 years? Or you think it's just, you know, part of your life that's here, and you see if you start a family, raise your kids, where, where would you think it's gonna be?

    2. SPSpeaker25:21

       Yeah, it's a great question. Honestly, I think that at this point in my life, um, I, I'm, I'm quite young. I just want to move fast and, like, accomplish as much as, as much as possible. So I'm literally willing to live in any part of the world-

    3. MMMarina Mogilko25:35

       Mm-hmm

    4. SPSpeaker25:35

       ... where I can move as fast as possible, and I could accomplish the things I want.

    5. MMMarina Mogilko25:38

       Yeah.

    6. SPSpeaker25:38

       So I think for the next, like, three, four years, I'll go anywhere. If that means New York, if that means San Francisco, I'll go. Um, I definitely at, at some point in my life when I'm, like, thinking about raising a family, I think I'd probably move to Europe. I'd wanna go somewhere where I can make sure I can prioritize, like, the wellbeing of my kids and making sure that they're growing up somewhere. Yeah, I, I, I think this, their wellbeing is gonna be, like, really, really important. And so, so for now, I'm, I'm honestly happy to be anywhere. I think San Francisco, I'll be here for ano- another year or two. Then I might have to go to New York, but I'm still honestly planning a lot of things out.

    7. MMMarina Mogilko26:13

       So San Francisco, you said a couple years. What are the goals, to do more tech, meet more founders?

    8. SPSpeaker26:17

       Yeah, I think the goals are, like, one is, like, really scale this account, um, as much as possible. And so I think, I think the more I can scale it, especially the size of The European Kid, the more that I can, like, start to pursue opportunities where, like the more, even the more internal opportunities, like being an advisor-

    9. MMMarina Mogilko26:34

       Mm

    10. SPSpeaker26:34

        ... you know, building, like, tech companies around this, the, the content. I think that, uh, reflecting on the audience I have right now, it's, like, a lot of tech founders, a lot of VC angel investors. I think that if there was a really great product I could provide to them, I have an incredible-

    11. MMMarina Mogilko26:48

        Like what? Do you have any ideas?

    12. SPSpeaker26:50

        It's actually a question I, I've been thinking about. I really don't have any specific ideas right now, and I'm, I'm not focused as, as much on it. But I just, I, I recognize that one of the hardest things when you're building a tech company is distribution, is growth. And so I, I realize that if I fix the problem of, of growth by having a account that is reaching, you know, millions and millions of tech founders-

    13. MMMarina Mogilko27:10

        Mm

    14. SPSpeaker27:10

        ... um, the distribution side will not be difficult.

    15. MMMarina Mogilko27:12

        Mm.

    16. SPSpeaker27:12

        So I haven't really thought too much about the product, but I know that I'm solving one problem that has to be solved either way. Um, and you can definitely build a c- a tech company, obviously, without having millions of followers. Um, it's just harder, and I think that even just the way I've been able to leverage the account so far, even with these dinners, for example, right? Um, the dinner yesterday was a lot through my own personal network, but like, you know, future dinner, I'm doing a d- a dinner in Dubai, for example, and then one in, uh, Riyadh. Um, I'm going to just post a story, and I'm gonna find, you know, like, 100 incredible people respond to that.

    17. MMMarina Mogilko27:45

        Why do you travel so much? Why do you go to Dubai all the time? [laughs]

    18. SPSpeaker27:48

        Content.

    19. MMMarina Mogilko27:48

        What's, what's going on? Is this for content?

    20. SPSpeaker27:50

        Content, yeah, yeah. I mean, we went to Dubai. We had, uh, also a couple, like, sponsorship deals.

    21. MMMarina Mogilko28:00

        Yeah.

    22. SPSpeaker28:00

        The watch for different locations, different cities that I'm gonna be. Here we go outside. I only do levels. I'm in the Belgola Rab, and today I'm gonna be trying the most expensive coffee in the world. We love traveling as well.

    23. MMMarina Mogilko28:14

        Mm-hmm.

    24. SPSpeaker28:15

        So I think, yeah, the fact that we can go to Dubai and, like, get some kinda sponsorship deals, film amazing content that is gonna do pretty well, like, and also li- enjoy it, like, that's perfect.

13. 28:27 – 29:26

    How much does he charge for brand deals?

    1. MMMarina Mogilko28:27

       Can you share the range that you charge for a brand deal?

    2. SPSpeaker28:30

       I don't know if I can, honestly, because [laughs] I-

    3. MMMarina Mogilko28:32

       Maybe from to, like-

    4. SPSpeaker28:33

       Yeah, like-

    5. MMMarina Mogilko28:33

       ... something-

    6. SPSpeaker28:34

       I, I would say, like, the biggest deal was, like, maybe, like, 5K a video.

    7. MMMarina Mogilko28:38

       Mm-hmm.

    8. SPSpeaker28:38

       But, like, it's usually a, a little bit less. I'm sure that number is only gonna go up.

    9. MMMarina Mogilko28:42

       Mm-hmm.

    10. SPSpeaker28:42

        But just to give you, like, the range.

    11. MMMarina Mogilko28:43

        So it doesn't really pay for your trip, like, if you're going to Dubai for two of you.

    12. SPSpeaker28:47

        I mean, if we do multiple, like, it'll pay for it.

    13. MMMarina Mogilko28:49

        So you will need-

    14. SPSpeaker28:49

        But, but yeah.

    15. MMMarina Mogilko28:50

        Yeah, yeah.

    16. SPSpeaker28:50

        Yeah, yeah. Honestly, there, there also the range will sometimes depend. Like, there'd be companies that we want, really wanna work with.

    17. MMMarina Mogilko28:55

        Mm-hmm.

    18. SPSpeaker28:56

        But, um, but yeah, just, like, like, a, a number if I was gonna give one.

    19. MMMarina Mogilko28:59

        What's the most exciting brand that you worked with?

    20. SPSpeaker29:01

        Hmm, that's interesting one. I think, uh, maybe Vistajet. Vistajet was pretty exciting.

    21. MMMarina Mogilko29:05

        Yeah, the j- oh my God, when I saw the, the jet brand deal, I was-

    22. SPSpeaker29:08

        Yeah, yeah

    23. MMMarina Mogilko29:09

        ... that's amazing.

    24. SPSpeaker29:09

        I think that's definitely up there. We've done a couple of-

    25. MMMarina Mogilko29:11

        What's the dream collab?

    26. SPSpeaker29:12

        Yeah, that's the dream. That's the dream.

    27. MMMarina Mogilko29:14

        W- w- what is, what is your next, like, dream collab?

    28. SPSpeaker29:16

        Um, I think the next dream collab... So I'd say for The European Kid, it's, like, probably, like, a top tier, like, luxury, like, um-

    29. MMMarina Mogilko29:23

        LVMH?

    30. SPSpeaker29:24

        Yeah, like, like, a designer.
14. 29:26 – 33:56

    A wild story about the LVMH scandal

    1. SPSpeaker29:26

       is tricky 'cause, um, there's actually a funny story, uh, around the LVMH. Um, I don't know. I'll, I'll say, I'm, I'll share real quick. It's pretty funny. But my brother, he did this video. He did a video in front of a nightclub in New York, and in that video he mentioned, like, "Do you know who you're messing with? You're messing with the most, the richest family in Europe." You realize, you don't even know who you're messing with. You don't know who you're messing with.

    2. SPSpeaker29:49

       Who?

    3. SPSpeaker29:50

       The richest family in Europe.

    4. SPSpeaker29:51

       I am.

    5. SPSpeaker29:52

       Do you realize who my dad is?

    6. SPSpeaker29:53

       Do you realize who my dad is? Why? Your father didn't never told you? Bro, Simon worked it, bro. Simon worked it. Simon worked it.

    7. SPSpeaker29:58

       And what happened was, like, our, that video went super viral. It had, like, 40, 50 million views. All these media articles started picking it up, and they're like, "Is this the fourth son of Bernard Arnault?"

    8. MMMarina Mogilko30:07

       [gasps]

    9. SPSpeaker30:08

       And-

    10. MMMarina Mogilko30:08

        'Cause you look, look a little bit like Alexandre. [laughs]

    11. SPSpeaker30:11

        Yeah, I guess you could say that.

    12. MMMarina Mogilko30:12

        Yeah. [laughs]

    13. SPSpeaker30:12

        Yeah. E- everyone was like-

    14. MMMarina Mogilko30:13

        'Cause you're tall and, like, yeah, you could-

    15. SPSpeaker30:14

        Yeah, I'm tall, slender, yeah.

    16. MMMarina Mogilko30:15

        Yeah.

    17. SPSpeaker30:16

        And it was so funny.

    18. MMMarina Mogilko30:17

        Wow.

    19. SPSpeaker30:17

        Like, there was all these articles come out. At some point you would search Bernard Arnault in the Internet, and my brother's video would pop up. [laughs]

    20. MMMarina Mogilko30:25

        What?

    21. SPSpeaker30:25

        And, uh-

    22. MMMarina Mogilko30:25

        Did they reach out to you?

    23. SPSpeaker30:26

        And I was like, "Oh, my God." And then what happened all of a sudden was there was a blast of media, uh, just coming, like, news articles coming out and be like, "This is not the son. This is a TikToker. This is his full name."

    24. MMMarina Mogilko30:37

        Mm.

    25. SPSpeaker30:37

        They exposed all our information. I don't know who, how they dug it up.

    26. MMMarina Mogilko30:41

        Wow.

    27. SPSpeaker30:41

        They exposed everything about us.

    28. MMMarina Mogilko30:43

        So you think LVMH paid-

    29. SPSpeaker30:45

        Possibly, yeah

    30. MMMarina Mogilko30:45

        ... to, to post that?
15. 33:56 – 36:53

    Collaborating with celebrities of the tech world

    1. SPSpeaker33:56

       pretty funny, so.

    2. MMMarina Mogilko33:56

       That's amazing.

    3. SPSpeaker33:56

       Yeah.

    4. MMMarina Mogilko33:56

       I think, I feel like it's a, it's a good path as well, doing the stand-ups, doing shows.

    5. SPSpeaker34:01

       Yeah.

    6. MMMarina Mogilko34:01

       Then maybe get invited to, like, a Netflix show about Silicon Valley.

    7. SPSpeaker34:05

       Yeah, that'd be awesome, honestly. Yeah, yeah.

    8. MMMarina Mogilko34:06

       That'd be cool.

    9. SPSpeaker34:06

       Exactly.

    10. MMMarina Mogilko34:06

        Oh, my God, I'm so excited for you.

    11. SPSpeaker34:08

        So, yeah.

    12. MMMarina Mogilko34:09

        Who's the most exciting person you've met on this journey?

    13. SPSpeaker34:11

        Let me think. I'm, I've definitely met some really, really cool people. Um, like some very big celebrities and actors.

    14. MMMarina Mogilko34:17

        Can you name them?

    15. SPSpeaker34:18

        I mean, yeah, I guess I can, but, like, it's, like, very low-key, like, meeting these people. Like Leonardo DiCaprio.

    16. MMMarina Mogilko34:24

        [gasps]

    17. SPSpeaker34:24

        Yeah.

    18. MMMarina Mogilko34:25

        On a boat? Um [laughs]

    19. SPSpeaker34:26

        Uh, no, like, in Miami, actually.

    20. MMMarina Mogilko34:27

        In Miami?

    21. SPSpeaker34:28

        Yeah, yeah. Like, at a party, like, really randomly.

    22. MMMarina Mogilko34:31

        Yeah.

    23. SPSpeaker34:31

        Like, was wearing, like, a mask and stuff. I've also met a lot of, like... I think for, for me, especially in the Bay Area, I've just met so many incredible f- like, tech founders.

    24. MMMarina Mogilko34:39

        Mm.

    25. SPSpeaker34:39

        People that have built, like, insanely impressive companies. Um-

    26. MMMarina Mogilko34:42

        Do you know their faces? That's, that's the interesting part. 'Cause sometimes I'm like... Uh, 'cause I, I did this video when I was walking through the airport, and Brian Chesky was standing in line to board-

    27. SPSpeaker34:51

        Oh, that's cool

    28. MMMarina Mogilko34:51

        ... like, a regular plane. I just stood there, and I was recording a vlog, so it was-

    29. SPSpeaker34:54

        Really?

    30. MMMarina Mogilko34:54

        ... very nat- I was like, "Oh my God, this is Brian Chesky."
16. 36:53 – 38:17

    The most challenging part of becoming super recognizable

    1. MMMarina Mogilko36:53

       Okay, another question that I had. What was the m- the most challenging thing mentally for you on this journey of becoming super recognizable?

    2. SPSpeaker37:01

       So becoming recognizable, becoming, like, just someone, you know, having people walk up to you at a party knowing who you are, it's, it's great. Uh, it, it, it feels, it feels obviously awesome. It can get tiring. I, I'm, I'm, personally, I'm fine with it. Like, I recharge. I can, I can, I can have no problems with it. I think the biggest problem I have with, with becoming a social media kinda, like, star and influencer is, um, I used to meditate every single day. I used to be very, very disciplined. I used to wake up, like, at the exact same time. I used to, like, visualize. I used to do a lot of different very strict habits. But being an influencer and, like, the dopamine you get from the numbers and from logging into your account and, like, scrolling to see how many, how many views your videos get, that completely knocks off, like, your dopamine-

    3. MMMarina Mogilko37:45

       Mm

    4. SPSpeaker37:45

       ... um, levels. I think the biggest thing is, like, it's so hard to be a disciplined influencer that at the same time is going viral because it's, uh, you just get so much dopamine from, like, seeing the views. Um, without a doubt, if Instagram wasn't built the way it was in the terms of, like, you know, getting so much dopamine from it, I wouldn't be, uh, have been able to scale as much because I wouldn't have felt, like, as, you know, as, like, hungry for, for more views and stuff. Like, there's definitely, like, a, a loop there, and I definitely acknowledge that as a creator. But yeah, I think that's one of the things

17. 38:17 – 41:18

    Jason's advice for aspiring creators

    1. SPSpeaker38:17

       I'd say.

    2. MMMarina Mogilko38:17

       Okay. What's your advice to creators who are just starting out?

    3. SPSpeaker38:21

       I think it's really tricky. I think that every creator is gonna be different in how they approach content. And not only... And, and in some cases, like, it's not even like you shouldn't necessarily even be a creator. Maybe you should do something else that's, like, maybe not a YouTuber, maybe not, like, a person who's posting Instagram Reels, but maybe more focused on, like, X or Twitter. But I guess my advice is just really you have to focus on, like, what you're inherently good at. Like, no one can copy me and try to do what, what I did because no one was born and raised in Belgium, learned French, learned how to do a French accent, is really good at accents, and also understands the tech space.

    4. MMMarina Mogilko38:55

       Yeah.

    5. SPSpeaker38:55

       Like, no one can do that.

    6. MMMarina Mogilko38:56

       Yeah.

    7. SPSpeaker38:56

       I mean, maybe there's someone who can do that, but it's hard. So you have to pursue what you're inherently really good at, like what perfectly aligns with your experience and what you wanna do. That's how I think about everything.

    8. MMMarina Mogilko39:07

       I love that advice 'cause a lot of people just try to copy whatever there is online.

    9. SPSpeaker39:12

       Yeah

    10. MMMarina Mogilko39:12

        Like, and even copy the... I'm okay with copying, like, content and the trends, but, like, when it, when you're copying somebody else's personality-

    11. SPSpeaker39:18

        Yeah

    12. MMMarina Mogilko39:18

        ... you just can't do it consistently.

    13. SPSpeaker39:20

        You can't. You can't.

    14. MMMarina Mogilko39:20

        Yeah.

    15. SPSpeaker39:21

        And you're limiting yourself to, to being in a box and trying to go in someone else's tracks, but, but you really have to find your own track. And I know this sounds, like, very generic. It really is true, and at least it applies for my life. Me- there is a lot... You can get a lot of success from, like, mimicking s- the success of others. But personally, I think that in today's world, just looking at also how fast AI is advancing and all these incredible technologies. Like, we- where we're gonna be in five years is nowhere near as anything you will have ever experienced in the last five or 10 years.

    16. MMMarina Mogilko39:53

        That's true.

    17. SPSpeaker39:53

        So you can't really copy anyone these days. Like, even this content stuff, I could... There was no one I looked up to that said, "Oh, he built this, these Reels that got millions and millions of views and built these followings." This is all new.

    18. MMMarina Mogilko40:03

        So you've never seen this format online?

    19. SPSpeaker40:05

        This is all new.

    20. MMMarina Mogilko40:06

        Mm-hmm.

    21. SPSpeaker40:06

        Yeah, this is all new format. This was not possible three years ago-

    22. MMMarina Mogilko40:09

        Mm-hmm

    23. SPSpeaker40:09

        ... because Reels and, uh, and TikTok wasn't what it is today.

    24. MMMarina Mogilko40:12

        Mm-hmm.

    25. SPSpeaker40:12

        And, um, so that's something to consider. Like, there's all these emerging technologies, platforms are con- constantly changing, the algorithms are changing. That opens up opportunities for new things.

    26. MMMarina Mogilko40:22

        That's amazing.

    27. SPSpeaker40:22

        Yeah.

    28. MMMarina Mogilko40:22

        I'm so happy for you, so happy for your progress.

    29. SPSpeaker40:25

        Thank you.

    30. MMMarina Mogilko40:26

        And I'm so glad I discovered you on, on Instagram, reached out to you.

Episode duration: 41:18