Hey honeys and hustlers,

In my last article, I said that I felt that taste was the most important intellectual property we have as creators. It’s what separates the amateur from the professional, the good from the great, and the great from the prolific. Developing taste takes time, experimentation, and more flops than you’d want to publicly admit later in your creative career. The same goes for business owners; not every service you offer or product you create will have high demand, and that’s a part of the process of figuring out what does. There’s one creator who I think embodies the process of developing taste and refining that taste so intentionally that it’s universally recognizable. I’ll give you a hint: he’s from South Carolina.

P.S. Tomorrow at 8PM EST, I’ll be on Substack Live with Corey (Black Podcasters Association) and Michelle (Creators Getting Paid). Come join us as we share our thoughts on focusing on creating content vs. making sales. Bring your dinner, questions, and good vibes!

Terrell Grice came to Los Angeles from humble beginnings in South Carolina and built a YouTube empire with over 1 million subscribers and 212M views. He didn't start with industry connections or significant financial backing. What began in a small apartment with a simple blue wall backdrop has evolved into one of YouTube's most respected music discovery platforms. Geographical limitations and modest resources aren't barriers to building something culturally significant. What made Terrell's rise possible wasn't expensive equipment or a prime location in Los Angeles (though I’m sure the location helped him host talent). It was his distinct point of view, genuine passion for music, and understanding of an underserved audience hungry for authentic musical discovery experiences.

I found Terrell through YouTube’s impeccable discovery recommendations. A video of Terrell hosting Durand Bernarr appeared on my home page, and, of course, I had to click to see what it was about. Through Terrell, I’ve discovered Daley, Coco Jones, and many other incredible vocalists. I’m going to refrain from making a list of artists I’d love to see grace the blue wall so that I can finish this article.

Terrell doesn’t give many interviews, as he typically likes to be in the host and curator position. The one interview I could find where he talked about where he got his start with the show only touched on camera gear and some technical things once. Since his show has always been over 20 minutes after editing, he had to start with a cinema camera. He never said which one, and I don’t care. I’m sure mics are important for a music-based show. I couldn’t tell you which ones he uses. From what I can tell, Terrell edited the first 3 seasons himself and has had his producer since day 1. He has since hired a video editor, and they are the partner of his producer. His space has also expanded to having a dedicated recording area, a green room for guests to freshen up or have their makeup done while waiting, and a pre-recording photo session for them to nail social media content and YouTube thumbnail options. Technical skills can be learned, and production value can be replicated, but Terrell has proven that his taste and guest curation matter far more than either of those things.

Terrell's business model has benefited his show's growth and his personal brand. He’s been able to land every member of Destiny’s Child except Beyoncé. A FEAT. He’s hosted legends like Lizzo, Ledisi, and The Clark Sisters. The infamous blue wall has made way for other spinoff shows, all under his namesake. He has appeared on the red carpet as a host at award shows. He even hosted a live concert when he reached the 1M subscriber milestone. How he actually makes money can be put in the following buckets:

Perhaps nothing better symbolizes Terrell's approach than his signature blue wall. This simple backdrop has become instantly recognizable, proving that distinctive IP doesn't require massive production budgets or purchasing a domain name worth 5 figures. The blue wall represents consistency, authenticity, and a focus on what truly matters: the conversation and the music. He still uses it to this day! Sometimes the most effective branding elements are the simplest ones, consistently applied. Some of my biggest lessons from Terrell?

He’s been at this YouTube thing for 7 years with no signs of slowing down. If you started right now today, where would you be in 3 years? 5 years? 7 years? Play the long game. I’m rooting for you.