#306: What 16 Years Behind YouTube's Biggest Channels Taught Josh Mattingly About Hiring And The Current State of YouTube

Josh is the founder of Upright Media, an operating partner for content creators handling operations, consulting, recruiting, and post-production. His clients include some of YouTube's biggest channels — Erak, Smosh, Emma Chamberlain, Dude Perfect, Matthew Beam, and Chris Williamson. He runs 11 full-time staff and about 40 contractors worldwide. He describes himself as a creator without a channel. This conversation also took a turn into what YouTube actually rewards right now, why "companionship content" is quietly eating the internet, and the concept of the "shitty flow state" — that experience where you put down your phone 35 minutes after opening Instagram and can't name a single thing you saw. Upright Media Brad Stulberg — The Way of Excellence Monday.com (project management tool Josh uses) Topper Guild (YouTube channel) Speeed (James Pumphrey + Jesse Wood) Full transcript and show notes *** TIMESTAMPS (00:00) Josh's opening: don't lose sight of the big goals that motivate your team (00:26) Who Josh Mattingly is and what Upright Media does (08:16) Excitement vs. panic — how much of working 80 hours a week is actually anxiety (12:49) Why most creators hire from panic — and how Josh reframes it around a goal (22:35) Build the team around what you're doing well, not where you think you're going (24:36) The positioning exercise: what is your channel, actually — and why it drives every hire (20:36) Speeed channel case study: lean team, clear mission, "GQ for this generation" (27:02) What YouTube is biased toward right now: real connection over spectacle (30:02) The content spectrum: entertainment → education → companionship content (40:01) The "shitty flow state" — why most of what we consume doesn't satisfy (55:52) Hiring mistake: moving too fast — interview 10 more after you find "the one" (56:56) Building a hiring committee as a solopreneur using peers and friends *** RECOMMENDED NEXT EPISODE #175: Angus Parker – Ali Abdaal’s right-hand man shares a YouTuber’s guide to hiring. *** ASK CREATOR SCIENCE Submit your question here *** WHEN YOU'RE READY 📬 Creator Science Newsletter 🚀 Get CreatorHQ 🧪 Join The Lab 🧞‍♂️ Get a Personalized Offer *** CONNECT 🐦 Connect on Twitter 📸 Connect on Instagram 💼 Connect on LinkedIn 📹 Subscribe on YouTube *** SPONSORS 💼 View all sponsors Learn more about your ad choices. Visit megaphone.fm/adchoices