Interview · moment 15 of 16
The Nescafe Japan Story and Changing the Industry From Outside
from Andrew Schulz · #138
Audio-only archive episode — no video to seek.
5 minGuest
Schultz tells the story of how Nescafe cracked the Japanese coffee market over 15 years via a kids' cartoon and candy, using it as a metaphor for how his YouTube special will change the industry organically rather than chasing network deals, citing his Trump joke's low dislike count as proof.
- 1:17:03Tim claims his special will change the industry.
- 1:17:38Tim tells the Nescafe Japan story: a consultant advised they wait 15 years and first introduce coffee culture through a kids' cartoon and candy.
- 1:18:22Japan now has the world's biggest Starbucks in Tokyo because the culture was organically grown, not forced.
- 1:18:58Netflix greenlit his 15-minute format after seeing it work independently with high views on a small channel.
- 1:19:18Tim says he made edgy comedy formats okay for the industry, and Ray Romano's new special direction is now doable because of it.
- 1:19:48His Trump joke saying Trump is 100% right gets only 50 dislikes, proving funny material works regardless of subject.
- 1:20:14Tim turned down offers to release the special on platforms because sometimes the work is bigger than personal gain.
- 1:20:43People who need a billion dollars are sick; once you're a billionaire you're the poorest one and barely in the club.
- 1:21:19Tim has made different amounts of money yearly but his lifestyle didn't change; once full, he gives back rather than chase more.
- 1:21:48He helps other comedians find ways to maximize their specials by extracting 15 minutes of material and amplifying it.
- 1:22:02A single viral clip from a special or album is all you need to make an impact.