YouTube strategist Nico Lockhart, founder of Team Falco, joins Aven Yap to pull apart what it really takes to build kids’ IP on a digital-first platform.

Nico has a decade of experience across traditional and digital platforms, and facilitated the inaugural Kids IP Incubator run by Screen Australia and the Australian Children’s Television Foundation.

He explains why creativity and distribution are now one process, why the best creators start with a thumbnail rather than a script, and why most channels take two to three years to build their audience.

This is a practical roadmap for anyone creating in the kids’ space or thinking about how to find your audience on YouTube.

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Listen to hear Nico discuss:

• How discovery works on YouTube and the friction points that stop people from watching
• Thumbnail-first ideation and why distribution and creativity are now one process
• Building flexible formats that never expire
• How to spot a real trend vs. a passing moment
• The financial reality of digital-first kids’ IP
• Why the narrative of viral success hurts creators

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Listen to Episode 65 on Spotify, YouTube or Apple Podcasts.

If you enjoyed this episode, please subscribe & leave a rating or review to help us reach more listeners for We Interrupt This Broadcast.

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Further information after listening to the episode:

• Team Falco: https://www.teamfalco.com
• Nico Lockhart on LinkedIn: https://www.linkedin.com/in/nicolockhart
• Colin and Samir (creators for creators): https://www.youtube.com/@ColinandSamir
• We Interrupt This Broadcast Episode 60: David Hutchinson (Boy and Dragon): https://www.weinterruptthisbroadcast.com.au/episodes?grid1-dialog=recofZdKYcJcZV9aB

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This Deep Dive interview is hosted and edited by Aven Yap.

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