King Fabito explains why he chose his latest projects
We reach out to some popular creators to get the most out tips and tricks to succeed and better understand the vagaries of life as a pioneer on the internet.
This week, we spoke with Roi Fabito, aka Guava Juice, via email. Fabito is known for his YouTube channel, which has over 16.8 million subscribers and features comedy skits, challenge videos, “bathtub experiments,” and more.
Before being known as Guava Juice, Fabito was popular in the early 2000s for being part of a YouTube comedy duo known as Wassabi Productions. Wassabi Productions has garnered millions of subscribers and billions of views for comedy parodies, sketches and memorable characters. In 2016, Fabito decided to part ways with the duo to pursue a solo career, leading to the birth of Guava Juice.
Today, Fabito’s larger-than-life personality and family-friendly comedy style has drawn a die-hard fan base of children, young people and parents to the Guava Juice brand. Guava Juice has grown into a multi-million dollar social media empire on YouTube, TikTok, Instagram, Facebook, Twitterwhich led Fabito to work with brands like LEGO, Nickelodeon, Mattel and NBC Kids.
Fabito’s strong cross-platform social presence has also allowed him to expand into other types of media. Not only did he produce an album and a game app, but earlier in the year Fabito also launched an animated series on YouTube Originals called The Guava Juice Show. The show features a young character named King who embarks on various “magic bathtub” adventures with his friends. Fabito has also recently ventured into NFTs, announcing in May a collection of over 10,000 NFTs with hand-drawn guava-like profile pictures to trade on the Spring creator commerce platform.
In an interview with Passionfruit, Fabito described the evolution of his content, the lessons he learned early in his YouTube career, the precautions he takes as a creator with young audiences, how he makes money from his content, why he decided to launch an animated show and NFT project, and how he chose the right launch partner.
How has your content evolved from its beginnings to today?
The whole process is like a machine now compared to 6 years ago. Back when I started Guava Juice in 2016, I was filming anything, however, and whenever I wanted. Nowadays, you have to strategically plan the whole video between writing the script, drawing the thumbnails and creating a title.
People’s retention is incredibly short due to increasing exposure to short-form content from Youtube Shorts, TikTok, and Instagram Reels. We need to strategically write the video where we need to write sub-stories and mini-stories within the main story and premise of the video, to re-engage audience retention until the end of the video. Compared to then, the video creation process is now much more planned.
What lessons have you learned from your time at Wassabi Productions?
I’ve learned that character and character creation online can really connect with audiences. “Rolanda” was a popular character, and I learned with her that if you find a way to connect with the audience and make them feel something, you can create a character that will stay in their memory forever. .
Much of your content seems to be aimed at young people and children. Are there any special precautions you need to take to ensure that you are fostering a healthy online environment for young people?
We constantly have our audience’s mindset throughout the entire video creation process. With that in mind, we should always be careful what we say or do in videos that would ultimately lead to bad influences: no bad language, alcohol, drugs, etc.
What advice would you give to a creator who wants to grow their online audience?
Understand your audience. Using analytics, be it YouTube, TikTok, etc., understand what they like to watch. Find that and allow yourself to refine and adjust it so it continues to evolve as you create more content.
How to earn money online? What advice would you give to creators who want to turn their passions into a business?
Google AdSense pays 90% of my expenses. If you want to make money on YouTube, you need the passion and love to create. Don’t do it for the money, but do it for the process. Do it because you enjoy creating, learning, and becoming better than you were yesterday. Do it because you love the space, the community, and fellow creators.
What led to the launch of The Guava Juice Show?
I’ve always wanted to launch a bathtub into space since I was 5 years old. My new Youtube Originals animated series The Guava Juice Show not only allowed me to do that, but it helped me toss a bathtub into multiverses beyond what I could have done in real life. Also, I love cartoons and anime.
Why did you decide to venture into NFTs?
I love new technologies. I was into crypto in 2017 and bought my first NFT in November 2021. It reminded me of when I started making YouTube videos in 2006, the uncertain but promising road that YouTube held back then recalls where we are today with web3. That same feeling is why I’m so invested in this space. I started drafting my Guava Juice NFT project in November 2021. What sets it apart is that the art itself is directly associated with the Guava Juice brand, since the PFP [picture for proof] is all about those mythical guava fruits that venture into the metaverse.
NFTs are certainly controversial, with many people criticizing the blockchain for its speculative nature, environmental impact, and reputation as a scam. What would you say to people who are skeptical about your project?
By partnering with Spring, my recent NFT drop was completely carbon neutral thanks to Spring’s Mint-on-Demand product. Spring’s partnership with Bondly enables the most sustainable minting processes. Once payment is received by Spring, my NFT is then integrated into the carbon-neutral Polygon blockchain. For all my fans who may be dipping their toes into the world of web3 for the first time with the purchase of one of my NFTs, digital assets have multiple use cases – including access to a series of videos and exclusive guides I’ve created.
Why did you choose to partner with Spring for the launch of NFT, and what advice would you give to another creator who might be interested in finding a partner for a similar Web3 project?
Finding the right team that believes in you, your passions and your visions is probably as difficult, if not more difficult, than creating the NFT collection itself. Ultimately, I wanted this transition to the web3 space to perpetuate the brand forever. My partners at Spring and A3 are incredible, and I cannot express how excited I was by their commitment to making this project a success. They understood the mission from day one and made my vision a reality. I honestly think we’re going to shake up the space knowing that I’m one of the first creators on YouTube starting their own NFT project.
Accessibility was fundamental to this project, making Spring the obvious partner – having built a first-of-its-kind hybrid solution, Currency Bridge, as part of the Mint-on-Demand™ product. Spring’s Currency Bridge allowed my entire community to pay for any of the NFTs with any credit or debit card, as well as Eth and MATIC cryptocurrency, eliminating the prerequisite of owning a crypto wallet or any other crypto currency.
Spring powered everything from development to minting to post-purchase support with no upfront costs or minting fees to start selling, removing any financial risk that previously existed with the removal of a collection of this size from d other NFT marketplaces.
Looking back on your creative career, what advice would you give to your younger self?
Adopt a dog. They are a source of pure happiness.
Thank you, King, for speaking with us!
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