On March 22, 2017, Valentí Sanjuan was a guest speaker in my Journalism 2.0 class and spoke to us about what he does for a living. Sanjuan is a hard-working man of many careers, hobbies, and goals. He is a video broadcaster, author, creative director, and a founder of a brand agency (Gordon Seen). Along with those four, he also trains for Ultraman and Ironman runs and records himself throughout the races and turns the clips into a documentary. These are triathlon races that take place over multiple days. He applies multimedia concepts into everything he does.
Sanjuan explained that he does not work directly under anyone, however, he still has a boss. So, if he does not work under anyone, then who is his boss? Well, his boss is mainly his audience, but also the brands who sponsor him. Without all of his viewers, he would not be as successful as he is today. He gets sponsored to advertise company brands on his YouTube shows, and these brands expect a large audience to watch it, so that makes the audience an important asset for his success. If he loses his audience, brands will no longer sponsor him. Therefore, it is up to Sanjuan to keep his audience entertained and continue watching his shows.
Even though Sanjuan is very successful today, he did not start out that way. He actually started from the bottom. His televised show was once only a radio show. He explained that during his first show, he assembled about a 50 person audience, only because he bribed them with free beer. However, when there was nothing left to bribe people with, only about three people watched his show. Over time, he worked hard to improve the show’s weaknesses and heavily advertised it, and eventually his audience began to grow. Now, his audience is huge and he receives hundreds of thousands of viewers and subscribers to his YouTube channel.
In one of his series, called Vistolovisto, he showed the class how he advertises brands on throughout the shows. If you watch the YouTube video below, you will see on the top left of the tablet, it shows Sony’s brand name.
This is just one of the many examples of branding on his YouTube series. In the photo below, you can see the Estrella Damm brand name, which is another way of branding for companies on the show.
He also travels the world promoting his shows, which helps him gain followers. His goal for the year is to reach 1,000,000 subscribers to his YouTube channel. He seems very motivated and I have no doubt he will reach his goal.
Sanjuan explained to the class about the important methods needed to successfully perform journalistic practices today. First off, having a smartphone or tablet is the most important aspect, along with a tripod. These tools are what put the shows together, in a technological sense. He also mentioned that television, radio, and magazines are no longer necessary, thanks to web 2.0 and social media networks. Next, consistency is another key aspect to success. He must come up with new material and consistently have shows in order to maintain his audience. Also, having a purpose is important. Knowing why he does what he does is what motivates him to continue working hard.
I believe Sanjuan can add “inspirational speaker” to his resume because he inspired me in just an hour and a half, because of how hard he works to achieve his goals. He is optimistic, genuinely loves what he does, and never looks too far into the future. He focuses on the present, which creates a less stressful working environment and allows him to enjoy every moment. My goal in life is to love my career as much as Sanjuan loves his.