Most brand YouTube channels fail because marketers demand immediate ROI and micromanage creators into mediocrity. Chloe at JD Sports flipped this script with a talent-first approach that increased views by 230% and engagement by 125% since 2023, proving that authentic creator partnerships build something far more valuable than quick metrics: actual culture worth watching. Discover how she went from knowing nothing about YouTube to building one of the most successful brand channels in the UK, and why her counterintuitive approach of giving creators creative freedom is allowing brand content strategy to dominate. Thank you to www.gazettebrasserie.co.uk for letting us film this episode in their Clerkenwell location!🎯 On the Docket:00:00:00 - From zero YouTube knowledge to 230% growth: Chloe's unlikely journey00:05:30 - Why she called JD's original channel approach "shit" and what needed to change00:08:30 - The talent-first philosophy: letting creators create vs. corporate control00:15:00 - Building relationships with Beta Squad, Chunks, and top UK talent00:21:00 - Why brands don't understand the hidden power of YouTube creators00:26:30 - Taking JD directors to Qatar to witness creator fandom firsthand00:33:00 - Why YouTube builds culture and community, not immediate ROI00:39:00 - The six-figure budget reality: what it actually costs to run a brand channel00:45:00 - Production secrets: finding agencies that "get it" vs. those that don't00:52:00 - Analytics deep dive: retention spikes, music moments, and audience psychology00:58:00 - Behind the scenes: managing high-pressure shoots with million-view expectations01:04:00 - Creator management: why brands fail by not understanding creator motivations01:10:00 - Building JD's unique content strategy: where TV meets YouTube⚡ Key Insights:• YouTube creators are "the smartest people" Chloe has ever met—not your average influencers• Brands fail because they don't immerse themselves in the creator world• Minimum six-figure budget required for serious brand YouTube presence• Production partnerships take 2+ years to perfect—it's about culture fit, not just skill• YouTube doesn't generate immediate ROI like other platforms, but builds lasting community• The future opportunity: brands creating custom long-form content for their audiences• Creator relationships require understanding their world, not just business transactions• JD's success comes from being audience-first, not brand-first in content decisions• Analytics matter, but knowing your audience intuitively is what drives real growth• The "Mass Rapper" format shows what happens when TV production values meet YouTube authenticity💬 Notable Quotes:"I'm obsessed with creators, not content.""If you write a brief telling creators how to create, why are you working with them?""YouTube is a hidden universe that brands won't understand until they immerse themselves.""We don't typically watch brands on YouTube—there's a massive skill gap.""The real value isn't in metrics, it's in building culture worth watching.""Creators aren't just one person—their success comes down to how they're managed.""I'm the facilitator. I push the channel forward, but I don't create for it.""It's quite powerful for a brand to start something rather than follow something."🔗 Connect with Chloe:LinkedIn:JD Sports YouTube: