When I came to class on Wednesday with questions prepared for our guest speaker Valentí Sanjuan, I was not aware of the scope of his brand, despite my extensive research on the internet. My limited Spanish vocabulary kept me from reading much of the literature on Valentí, so I assumed he was a professional athlete who ran Ironmans and posted videos of his adventures to Youtube. Additionally, I knew he must be a journalist because after all, he was attending our class titled Journalism 2.0. What I found once he came to class was he was so much more than any of those things. He is a personality, a brand, a Youtube star, an athlete, a creative director, an entrepreneur, and an influencer.
Valentí Sanjuan started off 15 years ago as a traditional journalist and radio personality, before social networking and online video platforms became such an integral part of journalism. As Youtube came on the scene as a major space for people to consume media, Valentí posted his first video on the channel vistolovistoTV. This channel featured talk show-style formatted videos with guest interviews, comedians, and recurring characters on stage with a live audience, which he later edited and uploaded to Youtube. This channel now has 150k subscribers and the top viewed video clip has over 2 million hits. After gaining a big following on the original channel, Valentí expanded his Youtube presence to include 5 separate channels: Entreno Del Día, ValentiEstaLoco, Mercé Sanjuan, Valentí Sanjuan, and vistolovistoTV. Each channel has something different for a different viewer base, be it extreme sports videos or comedic skits.
After solidifying a fan base, the Ironman began to receive sponsorship opportunities and offers for partnerships with other successful Youtubers. This is when the money began to roll in for Valentí; his sponsors now include Estrella Damm, Nestle, DIR, Sony, and Mango. With money flowing and the need to produce more content for these sponsors and partnerships, he founded and became the creative director of Gordon Seen, a branded content media company. Via this company, Valentí was able to invest his money into hiring a team of collaborators, purchasing higher quality equipment, and growing his online presence even further. The investment paid off, as he is able to successfully create frequent, high quality, widely viewed content on all of his channels.
Valentí has his own idea of who he is and the business model he created for himself. He told our class he has several bosses: Youtube, his sponsors, viewers, and himself. Youtube is the medium through which he distributes his content, and without it he would not have a way to share his videos with the world. Sponsors give him the capital and credibility to keep creating and sharing his videos with his audience. Without viewers, Valentí would have no one to watch his content and would be out of a job. And he is his own boss as he created his own online influencer persona and has the authority to do with that what he chooses.
Valentí is what I call an internet-age entrepreneur. Meet Valentí Sanjuan here.