Case Study: Danny Go! (live)
I Attended a Kids' Rave
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Danny Go! LIVE
You may be surprised to find out that I work a fun side-hustle. It’s so much fun! It’s at a local events venue, I’ve done it for years and that’s how I’ve been able to see Kevin Hart, Hillary Clinton, Don Omar and more cool events than I can list. It’s also how I attended Alex Cooper’s Unwanted Tour (check out that podcast tour case study too).
This weekend I worked an event that I thought I would share with you because it was so amazing. From a monetization perspective-I was really amazed and after I found myself dancing, moving and loving the experience I thought it would be a great case study to share. Why? Because the event that I worked was part of a YouTuber’s live tour.
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Danny Go! Live!
Currently, I don’t have little kids. But, if I did I would 100% take them to see Danny Go! and Gracie’s Corner if they ever go on tour. Who and what on earth is Danny Go!?
A YouTube Channel focused on getting kids, especially small kids, to move.
The channel currently has 2.25 million subscribers.
Video views range from 5 million to 92 million for their most popular video about “The Floor is Lava”
What Worked
Whenever you have something geared towards children, that creates two different audiences. You have to please the primary audience which are the children and the secondary audience-the parents. Who also happen to be the folks with the money.
I’m not exaggerating that it was like attending a rave…without the drugs and everyone was a lap baby to about 5 years old.
It was WILD!!! Those kids were moving, dancing and singing along.
The merchandise worked with interacting with the performance. They had giant branded glow sticks that the kids were banging on and it was adorable.
The children knew who the different characters were and they actually ran into the audience. The kids then RUSHED THE PERFORMERS. It was wild to see to be honest.
Around 3,000 attendees and similar to the Alex Cooper event, great social media opportunities
Music choices! The music was designed with both adults and children in mind. The beats were 100% for the adults but the lyrics and story were created with children in mind. GENIUS.
These adults understood their audience. One of my favorite songs was “Gimme that Garbage” about the garbage truck.
It felt like a seamless transition from YouTube to a live experience.
Get in Front of Your Audience
It’s very clear that creators are thinking about how to get in front of their audiences off of third party platforms. I spoke to several of the parents to figure out how they’d heard of Danny Go!
This is what they told me:
Schools were sharing this content
Library reading hours for kids
Random searches on YouTube for fitness focused kids’ content
Direct search
Here Are a Couple of Videos
Video Two
They are throwing balls into the Audience!
Why I Share These Case Studies
There are so many ways you can grow your brand. Be creative, grow your list and meet your audience. Those kids (especially the older ones) won’t forget this experience. I was also struck by the fact that I had an incredible time and I wasn’t the demographic that they were serving. Currently I don’t have kiddos and I’d never heard of Danny Go! before.
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