PAUL: And so begins an explosive YouTube video by Shonduras, real name Shaun McBride, millennial
celebrity and entrepreneur.
Shonduras, whose Mormon mission to Honduras at age 19 inspired his online handle "Shonduras,"
boasts a million-and-a-half followers worldwide and is a pioneer content creator in a new
industry, with stunts like refrigerator-skiing.
SHONDURAS: I wanted to be a professional skateboarder, snowboarder.
Grew up doing all that crazy stuff and it's so much fun.
But eventually it's like have you ever tried to like skateboard down a handrail.
Bad idea.
Don't ever try it.
Scary stuff.
SHONDURAS: We're shredding the suitcase.
MAN: Oh!
SHONDURAS: Skateboard wheels on the bottom?
PAUL: At age 26, McBride stopped messing with fate and migrated his skills, audacity and
ambition to the world wide web.
SHONDURAS: So I was like, I'm not going to be a professional skateboarder.
But I did latch on to social media.
PAUL: And social media are becoming America's fastest-growing media industry, threatening
to dwarf print, radio and now even television.
Shonduras made himself into a star by posting goofy videos, first on the online portal Snapchat.
For example, his, "Day in the wild."
SHONDURAS: Welcome everybody to the first Shonduras first wild.
I need to stay alive for 24 hours using nothing but a cell phone and a battery pack.
PAUL: On Snapchat, users share messages and photos that you can only watch once.
Antics from McBride's daily life - here he's found a stone in the wild to trim his
locks - proved so popular they earned him, over 5 years, 1.5 million followers.
Looking to reach them, brands came calling: Disney, Red Bull, Taco Bell.
SHONDURAS: Alright, adventure has started.
We are walking into the city.
We have no money, wallets, keys, cell phones - except for this one - and we have to get
as far as we can today.
All we have are lots of cans of Red Bulls, three backpacks full and we need your guy's
help.
We'll hook you up with free cans…
PAUL: Free cans of Red Bull in exchange for a getting a ride, or food, or used bicycles
from his followers.
SHONDURAS: That was such a crazy day and now I have a surprise.
Guess where we got the idea?
So it's a real adventure that Red Bull is doing, exact same rules except you have to
make it through all of Europe.
SHONDURAS: My goal was to not try and sell anything to my Snapchat friends but rather
tell the brand's story in a creative and engaging way...
SHONDURAS: So on Snapchat I was like, we're doing a Doritos challenge.
What should we do?
And a couple people said, "Snowboard inside your house."
I was like, 'Hey that's a cool idea.'
PAUL: After his Snapchat success, Shonduras decided he'd migrate to YouTube, where content
does not vanish and advertisers and sponsors pay more.
He started a vlog - a "video log" - on which he's posted nearly every single day
since November 9, 2015.
SHONDURAS: I called them "Best Days Ever," and every day I fill my life, and I challenged
myself to do one thing every day that was just amazing that made it the best day ever.
PAUL: Such as?
SHONDURAS: I have a two year old daughter, so we do a lot of fun stuff with her.
We'll make a giant balloon pit in her room, or whatever it is, do a cake decorating challenge
or something.
PAUL: Perhaps the best thing about Best Day Ever: a 1.2 million-subscriber chunk of the
flighty youth market.
Best day number 73, for example, drew more than 4 million views.
Homemade Lava Lamp.
SHONDURAS: Best day ever.
We just destroyed lava lamp, with what's inside - look at this guy...
PAUL: That's millions of young consumer eyeballs that aren't busy reading these
days, or even watching much TV.
The coveted under 35 demographic, which can be habituated to a brand for life, is the
key to media ad revenue.
But the world of online video can be touch and go.
So when Shonduras noticed his viewer count declining, he placed his latest bet online
bet: eSports.
CASTER: Noel trying to pace things out, but the consistency of damage from Cosolix.
Big punish by Noel!
PAUL: Yes, eSports.
Growing at 40+ percent a year, eSports are set to gross nearly a billion dollars by the
end of 2018.
Trying to get in early, Shonduras bankrolled the Spacestation Gaming eSports team.
As a newbie eSports team owner, McBride was at DreamHack in Austin, Texas in early June,
where some of the world's top pro gaming teams squared off.
Spacestation Gaming had multiple teams competing in various esports with paid players.
SHONDURAS: Let's go baby!
Let's go!
Yo you guys like that?
That was a good showing right there.
Dude Noel is my boy.
Can we get some Noels in the chat?
Give me some Noels in the chat, let's go.
CASTER: That's it and Noel takes game number three.
PAUL: Noel Rosario, a budding star with Shonduras' team, competes in Brawlhalla, where cartoon
characters of legend - gaming legend - clash to remain, or clamber back, a floating platform
in a wide variety of moves, counter moves, feints and strategies.
But for Shonduras, the point is that success draws eyeballs, for which advertisers pay.
At age 31, he's already made enough money online to create the eSports team and pay
players, trying to extend his digital business model.
SHONDURAS: It's not based on ticket sales, or selling merch and t-shirts.
It's based off of brand partnerships and advertising, and my social media can reach as many people
as the Ellen show in a week.
So I can, if a brand wants to tell their story or share their product, I can do the same
thing as them as making a commercial with MTV.
MAN: This is going to be the ultimate gaming setup
MAN: Hot Tub Gaming
MAN: What is it, Xbox probably…
MAN: Xbox, play some Rocket League.
We're going to do this for Shaun.
PAUL: Now you may not subscribe to Snapchat or a YouTube channel, may never play eSports,
but hey, millions and millions have, if not necessarily in a hot tub.
And more and more young folks are doing so every day, watching the likes of Shonduras
instead of Ellen.
For the venerable PBS NewsHour, this is equally venerable Economics Correspondent Paul Solman,
reporting from a convocation of Gen Y and Z-ers -- at DreamHack, in Austin Texas.



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