Transcript

How Celebs Lose Millions by Saying “No” | Ryan Schinman & DJ Irie 🥂 EP115

From The Money Mondays Podcast · Episode page · Watch on YouTube

· 1 h 2 min · 11,916 words · 79 timestamped sections

This is the full, timestamped transcript of "How Celebs Lose Millions by Saying “No” | Ryan Schinman & DJ Irie 🥂 EP115", an episode of The Money Mondays Podcast published April 14, 2025 (1 h 2 min, about 11,916 words). It mentions 17 people, works and ideas, including Ryan Shimman, DJ Ireie, Mayflower Entertainment, Platinum Ry Entertainment, Omnicom.

What this episode is about

The discussion centers on Ryan Schinman's unique approach to celebrity marketing, highlighting how his firm, Platinum Ry Entertainment, revolutionizes brand collaborations by leveraging collective buying strategies. By focusing on working with brands rather than talent, Schinman emphasizes the financial benefits for corporations, ultimately revealing how celebrities can inadvertently lose millions by declining lucrative partnerships.

Key takeaways

  • In a world of instant fame, one month can turn a nobody into a negotiating powerhouse—talk about pressure!
  • Leverage is king in celebrity endorsements: buying power often dictates talent availability and pricing.
  • The talent pool is more like a talent puddle—short-lived fads overshadowing seasoned artists.
  • Brands need to think like a CIA agent: gather intel and leverage for the best celebrity deals.
  • Why hire talent direct? Because good luck negotiating when every brand’s after the same A-listers!

Who speaks in this episode?

What is discussed, and when

  1. – 10:00: Mayflower Entertainment, Ryan Shimman, Platinum Ry Entertainment, Omnicom
  2. – 20:00: Sir Kensington, American Family Insurance, Beautiful Day, Budweiser
  3. – 30:00: Guitar Hero
  4. – 40:00: Mayflower Entertainment, DJ Ireie, Ryan Shimman
  5. – 50:00: Big Brothers Big Sisters, Make a Wish, Special Olympics

Notable quotes from "How Celebs Lose Millions by Saying “No” | Ryan Schinman & DJ Irie 🥂 EP115"

  • A lot of things that you see in video game television. He's actually the mastermind behind it. So, our guest, Ryan Shimman, I'm going to have him do a quick two-minute bio so…
    about Ryan Shimman · at
  • Businesses, a nightlife business, an event marketing businesses, which have all been sold. And today I'm the CEO of Mayflower Entertainment, which is essentially Platinum Ry…
    about Mayflower Entertainment · at
  • They're number one, we can't wait six months to do a spot. We got to do something now. both of our good friend Gary really talks about that all the time at Vayner Media, which…
    about Vayner Media · at
  • But the A minus and B+ list talent sometimes think that they could also do what Kim's done with Kim or what Rihanna's done with Fenty or what, the Paul's done KSI for Prime or…
    about Fenty · at
  • You did like five or six or seven of the biggest commercials in the world and you did these celebrity deals. So, when a brand comes to you, let's call it a KFC, McDonald's type…
    about KFC · at
  • Interviews or not? And then the second model is I want a Latin comedian or I want a piece of music that sounds like Beautiful Day by YouTube but isn't Beautiful Day. What's the modern version of Beautiful Day that's out there right.
    about Beautiful Day · at
  • Thought of that, developed that, marketing that. And that's also why you hear of when, for example, I was an investor in Sir Kensington and we sold the Unilver. the brand was…
    about Unilever · at
  • Ladies and gentlemen, welcome to the Money Mondays. This is a very special, near and dear to my heart episode because I have one of my dearest friends here like a brother to me. He is someone.
    about DJ Ireie · at

Who and what is mentioned in this episode?

People

  • Ryan Shimman — Person · Main guest (episode segment 1) · 2 mentions · first at
    Primary interview subject explaining how brands buy celebrity/athlete/music talent and licensing at scale, leveraging buying power and market intelligence.
  • DJ Ireie — Person · Main guest (episode segment 2) · 1 mention · first at
    Second interview subject discussing building a DJ career, relationship-building with celebrities/athletes, and sustaining long-running philanthropy events (Ireie Weekend).

Companies & orgs

  • Mayflower Entertainment — Company · Business focus · 4 mentions · first at
    Ryan Shimman's current company, specializing in talent acquisition and music licensing for brands.
  • Platinum Ry Entertainment — Company · Business focus · 1 mention · first at
    Ryan Shimman's former company, sold to Omnicom, focused on collective buying of talent for brands.
    Pitching talent all the time. You're kind of selling. My vision was how do I become a buyer? And in ' 98, I started a company called Platinum Ry Entertainment. And our entire…
  • Omnicom — Company · Business focus · 1 mention · first at
    Acquired Platinum Ry Entertainment, a major player in the advertising and marketing industry.
    And value ad. And that was kind of the vision behind Platinum Ry, which I sold to 2004 to Omnicom. We sold the international 2007 to them. stayed a long time, started a lot of…
  • Unilever — Company · Business focus · 2 mentions
    Acquired Sir Kensington, mentioned as an example of a large company acquiring smaller innovative brands.
  • Vayner Media — Company · Referenced expert · 1 mention · first at
    Mentioned as a company that emphasizes the importance of capitalizing on viral moments quickly.
  • Fenty — Company · Case study · 1 mention · first at
    Referenced as an example of a successful brand started by a celebrity, Rihanna.
  • KFC — Company · Case study · 1 mention · first at
    Mentioned as an example of a food brand that works with Mayflower Entertainment for celebrity deals.
  • Sir Kensington — Company · Case study · 1 mention · first at
    Referenced as a brand that was acquired by Unilever but lost its original shine.
    Thought of that, developed that, marketing that. And that's also why you hear of when, for example, I was an investor in Sir Kensington and we sold the Unilver. the brand was…
  • Budweiser — Company · Case study · 1 mention · first at
    Mentioned as a brand that worked with Brewing Capital and Engine Shop for activations.
    Can be really creative. when we sold the Brewing Capital and Engine Shop, we were doing unbelievable things for InBev and Budweiser and unbelievable things for Mercedes and…
  • American Family Insurance — Company · Case study · 1 mention · first at
    Mentioned as a brand that worked with Brewing Capital and Engine Shop for activations.
    Things for InBev and Budweiser and unbelievable things for Mercedes and American Family Insurance and activating at Augusta and at the US Open, doing stadium naming rights deals.

Products & tech

  • Beautiful Day — Product · Case study · 1 mention · first at
    Mentioned as a reference for a music piece that a brand wanted a modern version of.
  • Guitar Hero — Product · Case study · 1 mention · first at
    Referenced as an early example of melding music and gaming together.
    Gaming. If you could land that game because it also a lot of it can live forever in that game. Back in the day Guitar Hero which we weren't involved that Activision had, it was…

Concepts & topics

  • Special Olympics — Concept · Key argument · 1 mention · first at
    Mentioned as an example of a charity that DJ Ireie supports.
    All these amazing, Dwayne, and I would always try to be there, the Special Olympics, Big Brothers, Big Sisters, Make a Wish would all, hey, we're having something as long as it was physically possible for me to be there. I felt it.
  • Big Brothers Big Sisters — Concept · Key argument · 1 mention · first at
    Mentioned as an example of a charity that DJ Ireie supports.
    Know, and I would always try to be there, the Special Olympics, Big Brothers, Big Sisters, Make a Wish would all, hey, we're having something as long as it was physically possible for me to be there. I felt it incumbent, upon myself to do.
  • Make a Wish — Concept · Key argument · 1 mention · first at
    Mentioned as an example of a charity that DJ Ireie supports.
    There, the Special Olympics, Big Brothers, Big Sisters, Make a Wish would all, hey, we're having something as long as it was physically possible for me to be there. I felt it…

Full transcript with timestamps

Ladies and gentlemen, welcome to a very, very, very special edition to the Money Mondays podcast because I have a guest that always turns me down. He turns everybody down for speaking, for podcasts, for interviews because everybody wants him, but he likes to be behind the scenes where he spends hundreds of millions of dollars with celebrities, brands, TV commercials, and a lot of things that you see in video game television. He's actually the mastermind behind it. So, our guest, Ryan Shimman, I'm going to have him do a quick two-minute bio so we can get straight to the money, I think. Thanks, Dan. Thanks for having me. And, uh, yes, the $8.72 cents that you paid me to be here today is definitely worth it. It was $9. That's all it that's all it took to get me on the mic. Um, at the end of the day though, my bio is pretty simple.

I started off as a sports agent. I loved it. At 19, I was probably the youngest guy in the history to be a sports agent. I did that for a little while. Then I was the CMO of the first publicly traded sports marketing company when I turned 26. And what I realized, what I really enjoyed was working on the brand side versus working on the talent side. Working on the talent side, you're pitching talent all the time. You're kind of selling. My vision was how do I become a buyer? And in ' 98, I started a company called Platinum Ry Entertainment. And our entire vision was if corporations would buy talent, music and celebrity and athletes, the way they bought media through one vertical, you get cost savings, cost avoidance, and value ad. So what does that mean?

Essentially, it's collective buying. Why does someone like Pepsi use OMD to buy media instead of hiring three smart people to buy their media? OMD is buying on behalf of 40, 50, 60 companies. So when they're calling Ky Nast or Van Wagner Outdoor, they're calling NBC, they get cost savings, cost avoidance, and value ad. And that was kind of the vision behind Platinum Ry, which I sold to 2004 to Omnicom. We sold the international 2007 to them. Uh stayed a long time, started a lot of other businesses, a digital marketing businesses, a nightlife business, an event marketing businesses, which have all been sold. And today I'm the CEO of Mayflower Entertainment, which is essentially Platinum Ry 4.0, know where we buy hundreds of millions of dollars worth of talent music celebrity and music licensing on behalf of brands and again Dan we represent the brands the ad agencies the corporations not the talent

is managing talent like babysitting I mean it wasn't it wasn't fun especially because I wasn't managing uh Tom Brady or or Rihanna so at the end of the day when you have third fourth and fifth round draft choices or you know a second round basketball player that you're begging to get a local car deal with uh or doing just a trading car deal at the time. Uh much better being on the branding side, but look, a lot of babysitting too, Dan. Uh you know, CMOs, CEOs, heads of corporate communications, uh can even be sometimes more challenging than the talent themselves.

So, let's say there's a big brand out there, food brand, makeup brand, hair brand, beverage brand, and they want to go get a JLo, Rihanna, Tom Brad, etc. Why not go try to find someone direct to them rather than going through an agency or big company like yours? I it it's a great question. I think here here's the real reality. I think today with technology, with information, anybody can call and get in touch and figure out somebody's agent, someone's manager, someone PR agent, someone's lawyer, it's it's not that hard to get to the talent.

The secret sauce is a knowing the right talent and what they'll do and what they won't do for the budget. Two, knowing if there's conflict. So, if it's a beverage brand, do they already have a beverage conflict so you don't look like an idiot when you call and and say, "I'd like to have you for X, Y, and Z beverage." Knowing the price points, knowing the attributes, knowing the analytics behind it, but more importantly, it's having that leverage that I was talking about of spending and the buying power. So, if someone's going to be a half a million dollars to do something, I better be getting it for 375 or 400 grand. If someone only wants to do two posts, I better be getting four or five. Someone wants to fly private, I sure as hell hope they're going to fly commercial for me. And that doesn't mean they're best friends with me. That doesn't mean they love me or were we're were really brilliant negotiators at Mayflower

Entertainment. It it's pure and simple. It's called leverage and that's it. So we're CIA's biggest commercial buyer, WME's biggest commercial buyer, UTA, all the record labels, all the publishers biggest buyers. So, not only do we have that inside knowledge of inside baseball of really what's going on, but we have the leverage and we also know what they've gotten for other endorsement deals. So, I think anybody, like I said, can get to somebody. It's another thing to know their worth, know what they'll do or not do, and negotiate a great deal on behalf of the brand. How do you think celebrities or athletes can stay consistent? Because a lot of them flare up and they fade away or they have one hit wonder and they fade away. they they have a huge career and then they fade away. How can they stay consistent to make you still want to pay them? I think I think it's pretty interesting because

back when I started, you know, essentially 30 years ago, you'd have to win five Grammys to be relevant. You'd have to be on a TV show that lasted 10 years on CBS. Um, you'd have to have four or five big blockbuster movies. I think the problem now for talent is we live in a world of instant celebrity which you would know more than I do. Someone we've never heard of today legitimately in 30 days could have 50 million people following them on YouTube. They become hot for the moment. So what happens with that is we have as someone who represents brands and companies we have so many more people to choose from. It used to be very Casablancaesque.

line up the usual suspects and it'd be the same 10 girls, 10 guys, 10 athletes that everyone cared about. Right now, how quickly can we get on board that train that when someone has a quick hit that goes viral and all of a sudden they're number one, we can't wait six months to do a spot. We got to do something now. Uh both of our good friend Gary really talks about that all the time at Vayner Media, which is what are you doing? We got to pounce on this idea now. We got to pounce on the moment now. How do we create a piece of content that pairs with what's going on to stay relevant? But I think, you know, it's very hard if your talent, like I said, you know, Brad Pitt's not going anywhere, but he's really not on social media. So, he's great to be the face of Brioni, right? But is he be is he great to be the face of a new drink that needs people to, you know, post constantly, be out there constantly? But even if you

look at what happened uh a year ago, two years ago, Lizo was hot and she kind of faded and then Icepice was hot and she kind of faded. Now Doi's hot. So very few people are Lady Gaga who yeah she has es and flows but she's relevant for the past 15 20 years you know but a lot of those people now whether it's TV film sports who have kind of have implosed but kind of have been in that pop cultural zygeist are starting their own brands they want equity they don't want even $5 million to be in a Super Bowl ad uh an unnamed talent that I can tell you that's probably one of the biggest female pop artist in the world. One of our brands offered her $20 million to be in an ad.

And you know what she said? No thank you. Thank you for Thank you for the uh opportunity, but no thank you. So, wow. It shows how much money the top AAA talent is making. And what happens is sometimes also Dan, not to kind of throw you a curveball, but the A minus and B+ list talent sometimes think that they could also do what Kim's done with Kim or what Rihanna's done with Fenty or what, you know, the Paul's done KSI for for Prime or or Mr. Beast with Feastables. That's very difficult. That's the 1% of the 1% of the 1%. And even that, we don't know how long those brands are going to last.

So, you know, I would say the biggest faulty of a of a lot of this talent is when they're hot at the moment, they don't capitalize. They say, "Oh, I'm holding out for Chanel, or I'm going to hold out for $5 million." And then a year later, they're calling back and being like, "Uh, excuse me, Mayflower. Uh, can you bring us some brand deals?" And you're like, "Oh, I thought you were starting your own jewelry company. Now you want to you want to do this. So I think you got to capitalize. I think the most famous moment was I remember years and years ago when when Jeremy Lynn there was something called Lynsanity in New York when he played with the Knicks and we would bring him so many deals and he would turn down so many deals and his family who was kind of involved would be like no no we're holding out. We're holding out. We're holding out. a year later, there was no such thing as lsanity and

he should have taken the millions and millions of dollars that were offered to him for people to capitalize at that moment. So, the town and their manager agents have to be managed, right? There's nothing worse than me negotiating or someone on my team negotiating with an imaginary agent or lawyer. It's good to believe in your client. It's good to believe that they're Rihanna or Tom Brady or or Messi, but not everybody is. So, pounce. do the deal if it makes sense and go on to the next. So, you've done it for a lot of food brands. I remember last year you did like five or six or seven of the biggest commercials in the world and you did these celebrity deals. So, when a brand comes to you, let's call it a KFC, McDonald's type brand. They come to you and they're like, "Okay, pick the talent or maybe they have a talent in mind."

How do you decide 1 million, 5 million, 10 million, 20 million equity, like how do you come up with these things? So I don't care if it's food, clothing, cosmetics, tech, um you know, we video games, we're in every sector. And I think what happens is, you know, there's two business models that we have. One is somebody says, go fetch. I I I I want Doi or, you know, I want Tyler or I want Billy Isish. And we go fetch. We give them the analytics. We tell them what else is doing. We we get a price. We kind of look at what else they've done in the marketplace. Uh what they have coming up, what projects they have, do they have a new record that's hitting?

Are they going on tour? How can we tie into them? You know, will they do interviews or not? And then the second model is I want a Latin comedian or I want a piece of music that sounds like Beautiful Day by YouTube but isn't Beautiful Day. What's the modern version of Beautiful Day that's out there right now? And that's where our team really gets to work. uh you know, we have a sports team, a music team, a Hollywood team, an international team, and all of our teams kind of sit back and say, "Okay, let's look at here's 20 people that fit that creative or fit that brief. Here's what they're doing. Here's what they have going on. Here's what they're excited about. Uh, by the way, that person will not do Burger King because they're vegan." Or, hey, that person loves your product because they love fries and, you know, can't wait.

and that and that's their kind of food passion. So, we give them all the information, everything that's going on, provide the analytics, give our point of view, but we also like the brands to choose. We give them, it's kind of like multiple choice. Here you go. Whatever fits the brief. What's also nice is we're not trying to step on the toes of their ad agencies or their PR agencies who are coming up with the brilliant creative that the talent needs to be in or the brilliant creative that I need to plug in a piece of music to or the amazing creative that an athlete wants to tie themselves to. And I think what's important is we try to sit at the epicenter because when you have the ad agency and the corporate communications agency, they sometimes don't talk. You would think they would, but they don't a lot of the time. So one sometimes what happens is the PR or corporate communications or digital

agency is working on something the ad agency is working on something and if we're at the epicenter we could say hey wait you want this person to develop content and show up at these three things as you're launching a new product it's the same time as the ad agency's coming up with new creative why don't we get one talent to do both and that way the right marries the left because what sometimes happens we're not involved is ad agency will come up with great creative PR agency will come up with with kind of ancillary material and content, which is sometimes even more relevant than the hero spot nowadays, but they're not talking. So, we need to kind of be there and say, "Hey guys, let's all work together and figure out to get the assets you need, get the assets you need, and here's the right person to do it and go from there." So, you mentioned that multiple of the companies have been acquired, and you've gone off and

acquired some companies along the way as well. Why is it important? Why are some of these media companies buying each other? Why are they buying you? Why are you buying companies? Like, why is that happening in the space? Well, I I I think at the end of the day, I don't care if it's a CPG company like Pepsi buying Poppy last week or, you know, uh Hershey's buying companies or sour everybody's buying companies. I think, you know, PNG buys companies, Unilver buys companies, Colgate Palm Olive. Um I think what happens is people have bigger companies. We can talk about the media companies in a second but even in traditional companies they innovate but people are riskaverse there. People will get a great salary or in departments if they take risks they're sometimes penalized for it if it doesn't work out. The entrepreneurs are entrepreneurs for a reason and they're not afraid to take risks. They're not afraid to be bold.

They're not afraid to try stuff and pivot and see what works. And then ultimately you get acquired by someone who says, "Wow, I wish we would have thought of that, developed that, marketing that." And that's also why you hear of when, for example, you know, I was an investor in Sir Kensington and we sold the Unilver. Um the brand was so great. They redefined kind of um a premium condiment, whether it's ketchup or mustard or mayonnaise. But the minute you put it inside a bigger company, it kind of lost its shine. It lost its way.

And you don't hear about it anymore. And it's too bad because it was a brand that the two founders had had a vision. They they created ketchup in their dorm rooms. Uh they seasoned it. They thought of the name and the graphics and they were scrappy and didn't have millions of dollars of marketing budgets. Then it goes inside this ecosystem and who knows? So I think the same thing happens with these media companies. I mean, look at look at our friends Ryan and Chris who uh you know, four or five months ago sold to publicists, right? Could publicists have developed 10 years ago and influenced and and figured out that influencers are the wave of the future and brands interacting with their billions of dollars to spend. Sure. But Ryan and Chris did it better, right?

They thought of it. They were bold. They got strategic investments for people like WME who put money in and believed in them. They worked with brands and were scrappy and got more and more and more brands and then people realize, hey, wait a second, creator economy really means something. And sometimes it's better to have these makeup influencers than Julia Roberts cuz Julia Roberts looks beautiful in a commercial, but she's not doing a post a week, right? And she's also not posting for a living. Her career is making unbelievable movies. The creators are about creating every day and that's all they want to do. and what is their unique point of view to create. Same thing with event marketing companies who can be really creative. You know, uh when we sold the Brewing Capital and Engine Shop, we were doing unbelievable things for for InBev and Budweiser and unbelievable things for Mercedes and

American Family Insurance and activating at Augusta and at the US Open, doing stadium naming rights deals. And a company Breuan, which was owned by Brewing Capital and WPPP, said, "We want that." and and my partners and I, you know, sold. But that's the secret sauce. I think at the end of the day, there's always a place for really, really good agencies that are smart, that are bold, that are hardworking. And I think what you see more and more in the marketplace is people like me who have done it multiple times because you have that entrepreneurial spirit, you can't help but want to do something else. Sure. Um, I think part of my secret sauce is I kind of stay within my lane. Um, I, you know, my team laughs. I call myself a one-h hit wonder because I just do the same thing over and over and over again in different iterations. But if you capture the CEO, the CMO, the head of corporate communications ear and do a great job

for them and not try to do 50 things for them. Be a specialist. This is what I do, right? I am not trying to replace this company, this company, this company, this company. This is what I do. Y and I am the best at this. And I think that's why corporations really like us is because we're not trying to be something we're not. We're not trying to capture every dollar and squeeze every dollar out of them. And we're saying, "Look, use me for what we're best in class at. And by the way, you need a production company. I'm going to introduce you to one. You know, you you want a great director, I'm going to introduce you on. You want a great PR company, I work with 30 of them. Let me introduce you to the people who have done great by my brands. And I think it's that circle that also us in this community all know each other, respect each other. I know the best five to 10 PR agencies that if one of my

clients says, "I need a good great entertainment PR agency, here you go." Right? I don't ask for money. I don't ask for commission. What I ask the PR agencies for is, hey, if any of those people ever want talent, think of us. Sure. They want music, they want a booking, right? They want a DJ to perform, they want someone to give a speech, that's that's what we do. And I think by staying in your lane, you're going to be really successful and trying to be everything to everybody. So, you've also done some really creative cool deals that are in the rapper space and athlete space and DJs and music space where you're placing them in video games. Video games have massive budgets.

I don't think people realize the video game industry dwarfs the movie industry. Actually makes it look tiny when you really think about the math behind the hundreds of billions of dollars that happen in the video game space. Talk about going and getting like the cool rappers and athletes and placing them in naming the the video game companies we work with because we work with all different ones. Social games, hardcore games, this and that. I think what musical talent especially because we also put athletes and and Hollywood stars and influencers in games, but I think when it really comes to music, it's explaining to them that this is a way to hit a different demo, get out there in a big way. It's more effective than radio. I mean, look, I mean, the days, why do you think all these labels are are getting rid of most of their ANR radio department that back in the day you'd go and bring the record

to a DJ and be like, "Hey, play this for me. That's the way to get exposure." I think at the end of the day, you put a a record in a hip game. Sure. Or you put an artist in a hip game, it can make them relevant to a totally different demo. Um, there was a rapper, I wouldn't even call it a rapper, a very big hicop hip-hop rapper that we used last year, uh, in a game, and we did a concert with them in the game, and we helped age down the people who listened. My my 12-year-old had never heard of this person before. Interesting. All of a sudden, they did a concert in the game and my 12-year-old's like singing and knowing every record the guy ever did and following them and you would kind of have that holy cow moment that that piece of content and that record playing and that visual to a 12, 13, 14, 15, 16y old, 17, 18year-old to 21y old who haven't heard of you or heard of you but aren't that familiar with your

music. you're opening back up to a different audience and then you see their Spotify playlists start to get more. You see their social start to get more and I think, you know, with a lot of the companies we work with, they get pitched every day. Now, I think there's not a major label or maybe independent label um that doesn't have somebody that's looking into the video game market or gaming market to how do we get our artist played? Um, and I think it's it becomes a very very important part of the label or the record or the artist marketing plan is back in the day if you could land that perfect commercial for exposure. Now it's now it's more about gaming. If you could land that game because it also a lot of it can live forever in that game. Back in the day Guitar Hero uh which we weren't involved that Activision had, it was the same thing. People wanted to be on Guitar Hero because that music was going to be

played. you were interacting with the game and it was pretty amazing that they were one of the first to really meld music and gaming together. Rock Band kind of was an iteration of that. But now I don't care what gaming company you are. Um, think about the youth when they're playing the games. Music is a very natural component. Sure. brands and snacks. Yeah, you're eating them and you're doing them, but being locked in and listening and watching and experiencing with your friends and peers playing while listening is is a very emotional moment. And who you want to play as is just as important. What kind of outfits you want to wear, you know, what is your costume, who do you want to be like? And uh it's it's pretty amazing. And and also I think a lot of the video game companies are very quick to react to trends as we were talking a little bit about before how maybe advertisers are a little slower. I think the ability to

here's a Tik Tok kind of sound or moment whether it's a real song or not. How do we get that in game and how do we get it in game quickly? Um and capitalize on that moment or a dance or a saying. Um, and I think I think these gaming companies are are are very hip to the fact that, hey, we're not going to pay top dollar because no different than the radio stations back in the day didn't pay you, you know, a lot of money to play their songs on the radio. We're now a voice to the next generation and to future generations. So, you want to mess with us, right? We're going to figure this out together. What's important to you? What's important to us? Let's put a deal together. Why do you think it's important for brands to incorporate some type of philanthropy or charity to their brand overarching?

Well, I I think that's it's a great question. I think that some brands do it to check the box. Sure. We have to do it. Sure. Um, it's something that kind of if you look back, I think Tom's was one of the first to really be out there and have a one for one, buy a pair of shoes or going to be giving a pair of shoes and and Tom was kind of the leader in that. Now people had done it before and given to foundations and cereals or soda or cars, but he was the first to really bring to the forefront. Um, doing great projects by doing good.

Sure. And having a great product and and and and doing good is really important. Um, but I think today's culture and today's consumer knows if it's a check the box, right, or if it's something that makes sense. What I would also say is when a brand says to me, I'd like so and so to perform and it's a cancer awareness charity. Why won't they do it for free? or I know they make a million dollars, but for a hundred grand that's a lot of money for our charity. I don't understand what what do they think? They're too good for us. Yeah. And what I would say, but take a step back that that person might not have a connection to cancer awareness. That person might have something to do with afar or that person may have something to do with Alzheimer's or what's important to them or music cares. So sometimes a brand aligning with a charity that wants to align with talent, you have to take a step back and

say what's important to that talent. What are the talents causes? And why don't we support the talent's causes that are important to them and they might support your cause, right? But again, the days of I'm a million dollars, you should do this for me for 100 grand because I'm a good cause are out the window because there are hundreds of charities which are needed. sure in this country I'm I'm a big believer it but I think you also have to listen and understand who makes sense and who has a personal connection to that charity or to that foundation that wholly wants to be a part of it and feels it because again you know a lot of people who speak uh more than I do authenticity authenticity authenticity yes so you got to have that connection you got to be able to tell that story and why that talent is going to be there. And you want the talent to want to lean in and not just even take a small pay cut from a million to 500

grand. Find the connection. All right. So, there's one question that I ask on every episode and I've never ever ever gotten the same answer. This is episode I think 118 119. So, you build up your company, you go acquire a bunch of other companies and one day, many many years from now become multi-billion dollar company. But finally Ryan passes away. What percentage of that billion dollars do you leave to those children? To my children or children in general? Your children? To my children. Oh, very very very good question. I thought the children. The children of the world. I believe the children are the people. Um I I think it's something I've thought about, right? I'm 53 years old. I'm not a 23 year old or 40 33 or 43y old entrepreneur. So, I've I've had a lot of time to think about it and I think my answer changes here and there and if we're going to talk on a percentage basis, um, they're going to

get a lot of it, but they're not going to get it all at once. They're not going to get it on their 18th or 21st birthday. But I want for my kids to wake up every day and be as passionate about what they are doing as I am for what I do. So if my 12-year-old son decides to be a high school lacrosse coach and that's what he's passionate about, I don't want him to ever worry about a mortgage, a car, maybe sending his kids to private school or camp. I don't want him to worry, but he's got to work. Sure. He's got to work hard and he's got to be passionate. Same thing with my two daughters. I have a 14-year-old and an 8-year-old. And what's nice is my 14-year-old listens to my conversations. Um, it's almost like in the movie Sabrina, the chauffeur getting tips from, uh, you know, uh, from the heroes of it, from Harrison Ford and and Greg Caner, but at the end of the day, or back in the day, Humphrey

Bogart. Um, but for me, my 14-year-old listens, her and u her friend Violet want to want to form Gravy Entertainment. Her name is Grace, and it's Violet. and they're already talking about their company at 14 years old. I love it. And she asks questions, she listens, she learns, she gives me advice on who's cool and who's not because, as you know, Dan, and I don't want to admit to many people uh that don't know me, but I'm not on social media on any form. I'm never been on Facebook or MySpace or Hot or Not uh you know, all all the big ones. Uh never been on a dating app either. Uh but at the at the end of the day, the reality of it is is I want my kids to work, to be driven, but to do what they love without the worry of their next paycheck is is going to X, Y, and Z. So, it's not an exact number, but it's a number to be comfortable, but still want to work hard. And um that's what's important to me. I

think I think you know now more than ever with what's going on in the world you focus on you know to me three or four things health family friends experiences and and again I know it sounds cliche but you know again I started I'm 19 and I'm 53 now I feel like I've never worked a day in my life. uh our motto because it's not easy to do it due to you know if if companies and agencies could get talent or music sure for the price that they want for the usage that they want with the deliverables that they want I wouldn't have a job right so nothing's easy but we solve problems with enthusiasm that's always been my motto let's solve these problems with enthusiasm let's find a way let's always kind of be straightforward let's not go like this and uh let's do the right thing and it it's I think probably if you said but you didn't ask um but I'll answer anyway. What am I most proud about of Mayflower Entertainment, my

current company that's in its ninth year right now and probably most of my other companies um and my partners that I've had. We have very very very little turnover. In nine years of of having uh almost nine years, our ninth year of having Mayflower, uh we fired one person. We had one person that didn't want to be in business affairs anymore and they wanted to be an account lead. We don't have account leads, so they went somewhere else. And we had one person go to a client who was servicing that client. The client loved them so much they brought them in house. That's it. Wow. No, nobody really leaves because again from a cliche thing, you know, a lot of people talk about their family as oh this is my family. It's my work family, my family. I think if you put me aside, put me in a back room and interviewed all our employees, they would all say, "Yeah, we're really a family. We love what we do. Ryan doesn't

micromanage. He lets us do our thing. We're empowered. We feel heard. We feel respected. And look, we just brought on someone new. Uh, started Tuesday. What day is today? Thursday. Two days. Newest employee has been there two days. And in the interview process, they don't come to me first. I let them go for four or five other people. They interview them both ways. Uh, the potential employee interviews my employees, they interview, and it's more of kind of an interaction. Are you the right fit to become part of this family? Because you just can't come in. And I don't want someone who's going to be here a year, two years, three years, or four years. I want someone who's going to be committed to learn and be a part of our family and not leave.

You know, kind of like Hotel County New, you check in, but you can never leave. Uh, but we don't want you to leave. And I think that it's very hard. We're in a very specialized business, very hard to train new people, very hard to bring great people aboard. There's very few specialists that do what we do in music sports or Hollywood or licensing. And when we get them, we don't want to lose them. And uh and if you ever do want to leave, you know, I Hot Ride, we probably we had over 100 people uh and in like 14 years, I can count on two hands how many people left or quit or got fired. And when you're ready to leave, one person in my sports group wanted to go to Golf Digest. I'll make the call for you. One wanted to be a yoga instructor. I don't know where that came from. Let me help you. Couple of them wanted to start their own businesses. Let me seed you. I learned that from Julian Robertson at Tiger. If

I have great people and I believe in them and they want to go off on their own and do something tangential to my business, how can I support you? How can I back you both financially w with with monetary capital, but also human capital. Let me find you good employees. Let's talk. How can I help? And I think that's what I'm the most proud of. Um, and and I look back at my career, which is very very far from over because uh it's a blessing and a curse. Um, I'm kind of never satisfied. I'm always still hungry for the next deal, the next thing. And my wife will say to me, "Wow, that spot of yours was amazing with Jennifer Aniston. Didn't you love it?" I said, "I worked on that deal three months ago. It's over. It's on TV.

Great. I've done 80 deals since. I I forgot that one already, but that's terrific that you're enjoying it. And I think it's it's staying hungry, staying on top of things, training great people, surrounding myself with really freaking smart people. Uh, you know, it's very easy to get a 1080 on your SATs, which I get. So, I make sure that everybody else is at least above that. Um, but but as you can tell, I'm very enthusiastic. I'm still bullish about our business. I think more and more brands, no matter what sector you're in, want to use athletes celebrities influencers music to sell, right? Because what am I really doing? We're helping people become aware of products and sell, right? We want consumers to buy what we're selling using talent and music celebrity. But it works. Uh, it's always worked. It's going to continue to work and it's becoming more and more relevant. I don't know a new brand out

there that at least doesn't want an influencer to to talk and shout out and get to their audience. So, I think our business has a long way to go to continue to evolve and morph and change, but I've never been more bullish on it. Ladies and gentlemen, normally I would say go follow our guest on social media, but he doesn't have any. He is behind the scenes being the magical Wizard of Oz, spending these hundreds of millions of dollars like you've heard about celebrities, brands, TV commercials, video games, everything between Mayflower Entertainment, and some of the things that he's been working on, you will see out there on television for the rest of your lives because it sounds like he's still addicted to working for a few more decades. So, as you guys know, with the Money Mondays, the whole goal is is for you guys to have real life discussions with your friends, family, and followers. We all grew up

thinking it's rude to talk about money. I think that's ridiculous. We've got to talk about loans, taxes, bank accounts, balancing a checkbook. Those are real life things in your business and in your household. You got to have blunt discussions with the people from your past, present, and future. So share the podcast, the moneymunddays.com. I would say check out Ryan Shimman, but why don't you just listen to this podcast and really think about what he's told you because there's very few characters in the planet that have done what he's done over his career, 30 years of being in this game, and you can learn a lot.

You might want to share this with your friends, family, and followers. We will see you guys next Monday on the moneymunddays.com. Ladies and gentlemen, welcome to the Money Mondays. This is a very special, near and dear to my heart episode because I have one of my dearest friends here like a brother to me. He is someone that travels all over the planet and I happen to catch him. We're in his hometown, but he's barely ever here cuz he's flying this way, this way, this way. Performing in every city around the planet with celebrities, athletes, hosting his own events, hosting his big annual charity event for I don't even know how many years. like 10 15 freaking years now. He is one of those rare humans out there in the entertainment industry that built up a personal brand from being positive and smiling all the time which smile see which I absolutely love his energy. That's also why so many

brands, venues, celebrities all have an affinity and gravitate towards him because of his energy from his smile, from his laugh. So what we're going to do is on the money Mondays we cover three core topics. How to make money, how to invest money, how to give it away to charity. But first, we're gonna have DJ Ireie give a quick two-minute bio so we can get straight to the money. Let's get it, man. Let's get to the money. Uh DJ Ireie, listen. Thank you so much for such a kind intro. I appreciate that, man. And listen, when family calls, family shows up, right? So, so we are here. Um listen, I'm a I'm a kid that just love music, right? And uh music has taken me on such an incredible journey.

Started out collecting records. Uh had an opportunity to DJ an event. Uh this is like literally like my senior year of high school. Oh wow. Right. Um ended up working out because everybody was drunk. Right. And it ended up being the general manager of Planet Hollywood that I did the event for. And he was really impressed by what I was doing. Ended up giving me an opportunity at Planet Hollywood. This is when Planet Hollywood was like the the wild Vegas casino. No, no, no. In Miami. Oh, the restaurant. The restaurants. Yeah. Yeah. Yeah. That was that that was one of my first opportunities. And then from there I went to to the skating rink and then next thing you know I'm on the radio.

Yep. Um I get a call from the Miami Heat. Hey, we need to talk, right? And in 1999 2000 I was the first official DJ not just of the Miami Heat but any professional sports franchise. No way. You know that it didn't exist before that. This this is the 1999 2000 season where this happened. you know, um they had just moved from the Miami Arena to the American Airlines Arena and the marketing team was like, hey, let's do something really cool and different. And they came up with the idea of having an official DJ and um you know, start asking around town and ended up, hey, I think I the guy that we should we should start this with. And funny thing about it was when Keep It Real goes wrong, well, almost went wrong. I said no at first. What? Yeah. I'm I'm an idiot.

Hello, Miami. Miami Heat. I mean, this this guy needs to be committed, right? Um, yeah, I I thought I I didn't think it was really on brand for me at the time, right? Uh, because, you know, understanding, you know, who their season ticket holders were, which is really like, you know, what they focus on, you know. Um, I was like, these aren't the folks that are listening to my radio show. They're not the folks that are coming to my nightclub uh events. And, um, then I woke up and said, hey, this is an incredible opportunity. 15,000 people a night.

Yeah. I was like this there there's something here you know and thank God I did you know three championship rings later right and just the most incredible experience of my life you know um so that that worked out really well and then you know here here we are today um you know I started the I foundation um started I weekend um which is on its 19th year 19th year 19 years I said 10 15 years 19 years yeah 19 years that is that is definitely uh something you know um 19th year of Ireie weekend um uh artist related um which is our uh events and talent acquisition uh firm and um and yeah and of course Irene Music Corp which you know handles my appearances and you know traveling all over the world over the planet um and yeah and we're here the most important place to be is right here right now. So, when venues try to book you or events try to book you, how do you determine how do you fit it all in because your

schedule's so crazy? How do you decide when you're going to say yes, when you're going to say no? Well, it's a lot different now. It's a lot different now. Well, first of all, um I don't I don't put too much uh time and energy and focus into into like just regular nightclub nights uh anymore. Uh the focus is is really a lot more on, you know, private events and and corporate. Um, the cool thing with that is, you know, clubs are great. Don't get me wrong. That's and that's, you know, where where I started and I wouldn't be here today if it wasn't for all the support I got from my clubs, you know, but from where I where I am now in my career and and in my life, it's more than just going out and playing some songs, right? You know, the the the relationships and what we're looking to create, you know, opportunity and business-wise is a lot bigger, right, than just an event. Um and that's that

magic happens in the private events world and in the corporate events world right so that's the first thing is the nature of the event right um you know second thing is because I I don't ever want to just show up play some music and leave you know great even for you know a good you know amount of money that's cool because you know money is important right um but that same amount of time I'd rather put that into something where I can create a relationship that can create a much bigger opportunity, right? Um whether it be on the event side, whether it be on the on the talent side, whether it be on, you know, brand side, there's always another opportunity to come out of an event. If you look look at it as a platform and springboard rather than just, you know, hey, I'm going to go and play a couple songs, get a check and leave. So, there's so many interesting characters from sports, billionaires, models that all try to

become DJs. Sure. Yeah. Right. Yeah. What do what do you say to them about how they can actually get good at it so they're not just trying to check a box and like I'm a DJ now and be able to say that they're DJ? I'll tell you I'll tell you exactly how and I'll give you an example because there's really listen when it comes to the motivation behind doing this. A lot of people have different motivations, right? But there's only one motivation that you'll literally excel, right? And uh and be embraced because people understand authenticity, right? And I think the best example I could probably give you and and uh it's very near and dear to me because I taught him how to DJ is Shaq.

Okay. I can't tell you listen I don't have enough fingers on two of my hands to tell you how many celebrities I've personally had conversations with that they want to become DJs. Really? Oh yeah. Oh yeah. I'm Man. Um, but I want to focus on on Shaq for a minute. Sure. Because Shaq, when he first came to Miami, this is 2004 or five, right? Uh, Shaq comes to Miami. We had known each other before, right? Just, you know, being around the scene. But he called me and he's like, "Hey man, come by the house." He just bought his house in Starling. Come by the house. I want to build out a studio.

Right? And I thought he's just wanted to, you know, he was always rapping, right? So he's like, "Cool. I'll come I'll come help you out." So go over there. And he's like, "No, no, no. Like a DJ studio. I want to learn how to DJ." I was like, "What?" He goes, "Yo, I really, really love it. I want to learn how to DJ." I said, "All right, cool." So, we put the equipment in, and you know what? He would go out and do like an away game, get back to Miami like 2 o'clock in the morning. He's calling me up. Hey, man, meet me at the house. And he's ready. He's He's putting the time in. He's putting the time in, putting the time in, putting it in. Putting it in. Right. He didn't want to fake the funk, right? He didn't want to just, you know, have the have the look. He wanted to truly truly understand it. And the dude put in countless countless countless hours, right? And you can and it shows because you see where where

he's at today, right? And he said that's something he told me. He says, "Hey, man. I want to play what I want to play, right? And I want to travel the world. I I want to tour. I want to really, really, really do this, you know?" And if you don't have that level of passion for it, doesn't matter what your name is, you know. Yeah, you might get a gig, you know, here or there, but you're never going to truly excel. Like Shaq has excelled at it. DJ Diesel is a thing for sure. DJ Diesel is a hard ticket act for sure. That's not easy. It's not easy, right? It's not easy moving thousands of tickets, you know, especially as a DJ. And he's doing it.

And he's not doing it because of, you know, his past, you know, doing dunks, right? Or or or or NBA championships. they're doing it because they love what he's playing, right? And how he's playing it and he's developed that, you know, he's he's honed that over over years, right? So, if you don't have that approach, honestly, you can forget about excelling. So, someone out there's listening to Money Mondays, maybe they're a DJ or a music artist, and they're going out there performing for free at first, right? They're going to wherever they can go to the W Hotel Ballroom, the lobby, they're going to the restaurant, they're going to the places to just DJ or perform for free to build their name. Yeah. What's the turning point for when they can finally say, "Pay me 500 bucks or pay me $1,000 or pay me $2,000?" It's it's very simple. When you're out doing that that date for free and you also have a call

to do something else and you're getting five bucks for it, now you know you're on to something, right? Because it's your time, right? It's your time and you have to put a value on your time, right? So, you're right. those all those those those dates we did for free that wasn't for free that was you investing in yourself right right that was an investment investments when done correctly guess what yield a return right so now you start getting that call hey I want you for this date ah you know I have some on there well shoot will you consider my offer I want to pay you $2,000 your turn maybe I'll do this instead right and Um and and and and that's what it is, you know, you you get out there, you get your name out there, you get people start hearing your style, you get people to get a taste of what what you can do and start creating that demand, right?

And creating that demand will yield that return. So you're going through this journey and you decide 19 years ago to start IE weekend, start the foundation. Why is it why still stick with it 19 years later and have guys like Shaq show up, Dwayne Wade, etc. come to your golf golf tournaments. Honestly, you know why? Because because it's not easy, right? It's not easy and it's necessary, you know. Um the thought process behind doing it in the first place was I was getting calls constantly, Dan Marino, hey man, we're having something for the kids. Would love for you to come out. They'd love to see you if you can be a part of it.

Absolutely. Let's do it. Right. Udonis Hasslam, hey man, we have something going on. Let's do it. Alonzo, hey, let's do it. Shaq would call, right? Um, all these amazing, you know, Dwayne, you know, and I would always try to be there, you know, the Special Olympics, you know, uh, Big Brothers, Big Sisters, Make a Wish would all, hey, we're having something as long as it was physically possible for me to be there. I felt it incumbent, you know, upon myself to do it as my form of giving back, you know, and moving around and seeing what's going on in my community, I start noticing areas where like, well, I don't think this is getting enough attention, right? I don't think this area is getting, you know, any kind of visibility, right? And I think this is important. And I was like, well, I'm not one to be like, well, hey, someone should do something, right?

um I'll do it. Right. And how do I gather the resources to start, you know, focusing on things that I believe are important, you know, in society. And that is, okay, well, shoot, maybe I should make some calls and see if they'll come and support me, right? And um the most amazing thing about it was when I figured out what I wanted to do um I started making some calls and it was absolutely of course I'll be there right what else can I do and it was just over o overwhelming you know and that's how you know we got it off the ground and you know year after year to see you know to me success is how many kids can we help sure right sure how many how How many scholarships can we send out?

Right? How many kids can we get cars, right? You know, how many things can we do to support them to be successful in their endeavors, right? And get them out of their situation, right? And uh as long as we can do that and and and and convert these lives and put them on a path to to success, this hard work is worth doing and we're going to continue doing it. So, a lot of people interface with celebrities, athletes, business people, etc. But I think they get their phone number where they take a quick picture and they don't actually build a relationship. These are your friend friends. Like we've all seen on your social media the Jamie Foxes of the world. You travel the world with these people. You'll film with them, perform with them, not post them sometimes.

Sometimes they're posting you instead of there's hundreds of times you've not and I always want to push you. I'm like, "Dude, you're with so bad, man. I'm so bad. I'm so bad. I'm so bad." But you're so good at building the relationship. Yeah. Yeah. Where they want you there. For someone that's trying to build a relationship with someone that's bigger than them, maybe it's a bigger business person, a bigger celebrity, a bigger athlete, a bigger music artist that they aspire to be like, or they just want to be closer friends with them, what would you say about the relationship part to make people feel comfortable with having you there? You know what? Um, it's a great question, right? And it's funny. I was talking to a friend of mine uh just the other day. I won't say who he is, but he's worth about six billion, right? and he's a really really good friend of mine and we go on vacations together. Um, he

lends me his yacht. Um, like it's it's it's it's unreal, you know. And I'm like, you know what's funny? He called me, this is like two days ago. He was telling me about a situation. He wanted to get my advice on something, right? He's talking about a situation of someone who who I know as well, and he kind of gave me the rundown. And I was like, damn. like this is kind of a messed up situation because it was a a really close friendship that kind of went sorry over over o over over money, right? And I was like, "Wow, never once." Listen, I've been Dan, listen, man. I'm blessed. Super super super super blessed. Right. But dude, I've had tough times. Sure. Right. And I'm sure a lot of people out there have had tough times, right? You know, honestly, that's funny. In my tough times, and don't get me wrong, if I was in a situation where, you know, I couldn't put food in my family's, you know, mouths, you know, I

would do whatever I have to do to do that, right? But I've never been in a situation where I didn't have to worry about, you know, where my next meal is going to come from, right? But it would have been really, really, really convenient for me to pick up the phone and call my billionaire friend and say, "Hey man. I need x amount, you know, can you help me? Right? And honestly, you know what? They probably would. They probably would. But you know what? I still wouldn't. Right. I still I still And this this is me talking for me. Sure.

Right. One thing I never want, you know, one of my wealthy, you know, friends you to think is that he's around because he needs something from me, right? And and I know if I really really needed it, I could. Sure. But it opened my eyes hearing that situation, right? It's like they're just they're they're people, right? Whether whether they be famous or but they're still they're still people, right? And they want to be valued as a person first and foremost. Sure. Right. And you know what? If I if I didn't even mention, oh, hey man, I'm going through a a tough time, whatever. They'd be the first ones to be like, hey, got you. What you need?

You know what I mean? I I got you. You know, but for me it's more important that we're buds, right? We're buds. I got you. We can talk about anything. We hang. We have fun. You know, one thing I'm never going to be is your dependent. Y right. Never going to be maybe some other people around you, you know, you might need that, but but me, I work for mine and I figure it out. I figure and they respect that. You know what I mean? They respect that. They respect that. And even for me and other people that I see around me and I know certain things I respect that, you know, and and and and if you if you stand for that, that's something that will carry you a long ways in that kind of circle, you know. Don't ever be in that circle as someone that looks looks at, okay, what what can I get? You know, what can Oh, they got it. So I can ask for it.

Don't ever, ever, ever be that way. Ever. The godfather of my baby is the founder of Marvel Studios. Sold it to Disney for, you know, $4 billion and ended up being $8 billion deal. And my 17 years we've been close friends. And my one rule that he doesn't know about is I don't do business with him. Yeah. He's the godfather of my child. We've been around the planet together. We hang out 30 times a year. Yeah. Right. Yep. And I asked him business advice and he asked me life advice. And he's asked about like, can I invest in this? Can I invest in that? And I've skirted around it without ever telling him by one rule.

Wow. And some some of those companies have worked out great and he's joked about it, but he doesn't actually know why I don't do it. Right. And I just don't want to ever have that situation where he puts in 100k or 10 million or a million, whatever the number is, into a deal. Yeah. And whether it works out or not, I don't want to have that interaction where I'm with you. Many of my other friends, I do want that. Sure. There like I want that relationship. I want help them make money. But him putting in a million and getting back three million changes nothing. True. And so there's not as much of incentive for me to help. For sure. He doesn't need to make money. He doesn't care about that.

He wants life. Exactly. He wants experiences. And And guess what? That's what you can bring to the table. A lot of times people don't realize, you know, you have to understand how different people fit into your life. Yeah. Right. And what is of value to them. Experiences are what they're value. Absolutely. I invite him to charity events. I Absolutely. Absolutely. And I bet you that's made that that has enriched his life more than money ever could. I still fight to pay for the dinners before he can get to the bill.

By the way, right? It's Listen, some of these folks, they don't even know what that's what that is. It's just it's just they automat automatically whoever they're with expects them to handle it. You know what I mean? His eyes are bugged out when when there's no check. Wait, what? Yeah. For But that's That's the person I want to be. Yeah. Right. When it comes to being in those circles, you know, and and and and I think that's, you know, why I've become, you know, I mean, no, we become family and stuff, but you they look at you differently, you know, and and and and here's the thing about it, too, that is like, you know for me, I love music. Music is my business, but I I I am a businessman, you know? I I operate a number of companies, right?

And but first and foremost, I'm a DJ and I'm a DJ that have entered this world of music, right? And I've created other opportunities. But here's the thing about it. When I go in these circles, a lot of times people look at me and be, "Oh, that's that's the DJ, right? That's the talent. That's the entertainment." And that's all they'll see, right? And I know I have bigger aspirations in terms of what I want to talk about course, right? And the opportunities I want to explore, right? How do you change that perception? How do you change that conversation, right? And it is a it's a process, right? And one thing I'm most proud of is that, you know, a lot of these folks I was talking about that, you know, have gone on to be incredibly successful and multi-billionaires, you know, I may have met them because I was hired to perform an event, but a year, two year, three years later, we're business partners,

right? Sure. We're business partners. I've been given an opportunity to invest in a project that they're doing. They may have gotten involved in something that I'm doing, but I've over time been able to change that perception and change that conversation, right? And that is so important. And that's that's for me. But there's other people out there that are in different fields that maybe get into, you know, introduced into a situation. Being viewed as one thing does not mean you have to stay in that position. Yep. Right. use your your your your knowledge, your intellect, and you know, put it out there, your your aspirations, and you people will be receptive to that, and next thing you know, you're in different rooms having different conversations than you ever even dreamt about. So, there's a couple key restaurant nightclub groups that we know of, right, that the public knows about because there's front-facing

figures. You have Jason Strauss on this side, Noah Tepenberg over here, Dave Gretman in Miami. Yeah, there certain characters in the key cities, you know, Miami, Los Angeles, Las Vegas, New York, etc. Then there's smaller pockets where someone will start off like Tosh would start off in Phoenix and then boom, now he's all over the country. Right. You got to all over the place. Boston, you have Randy Greenstein. Yeah. Big night. Yeah. Right. There's certain main characters that run a city, right? They've got five to 20 venues and they are the man, right? Or the woman. Y. And so how are some of these characters lasting for 10 years, 15 years, 20 years, 25 years, 30 years in a space where most restaurant nightclubs fade away after one or two years? Yep. Yep.

So here's the thing about it's one thing to just have a a great concept. It's another thing to really understand your market, right? And understand what drives your market. And at the end of the day, not only do you understand the makeup of your market, but you have to have to have to have to be dialed into people because it really comes down to people, right? And if you really look at these different um operators that have really gotten a a a super great hold, you know, on their respective, you know, cities, right? If you dissect what's going on, not only you'll find great concepts, right? you find great, you know, customer service, whatever, but you will find people that have been a part of these organizations that, you know what, if you strip away everything else and put them on their own, they would be doing their thing. Right. You understand what I'm saying? Sure. Right. So, if you

really look at it, you have all of these, you know, kind of micro leaders, right, that are incredible in their own right, but now they're part of this bigger operation, right? Right. So, you're saying like the guys that are the movers and shakers like uh JRock, Mr. Miami Purple are Exactly. They're out there. They're the driving force behind the Gruntman Empire. Right. But when but you you put it all together and it works. Right. And and it works. Right. And you might have, you know, somebody go off and either go to another market or go out and somebody else is ready to come up. Right. Right. Because you take a let's look at Miami. Yeah. Right.

There's a young promoter out there right now making a name for himself. Right? There's a young operator out there making a name for himself, you know. Uh matter of fact, you know what? There's there's a guy, I'll call him out, guy named Chris Cromo, right? Um I met Chris. He was working with uh guy name Chef B at Nara. Chris was an incredible restaurant oper. I mean, incredible. The guy just he just gets it, right? Um Grutman tapped him and said, "Hey, man. Need you over here. Time to come to the big leagues." Right? Come come. And you know what? And he's been a superstar.

Sure. A superstar. You see see Dave when Dave Pull say, "Hey man, what's Chris meant to your to the business, right? And he'll tell you he's been a huge part of the business, right?" So that so understanding when it comes to leadership, one thing great about Dave, he he understands talent. Sure. Right. Nurtures that talent and puts him in a position to win. That's the key. And in my opinion, and of course having great concepts, that's super important. But you you you identify that that superstar talent and you put them in a position to win, give them the resources to win.

You'll be around 10, 20, 30, 40, 50 years. 100%. All right, guys. As you know on these podcasts, the whole goal is to talk about money, business, and for you to have these discussions with your friends, family, and followers. We grew up thinking it's rude to talk about money in our households, but actually it's rude not to talk about it. You've got to talk to people around you about finances, accounting, taxes, balancing a checkbook, so that you don't go out there and not understand what to do for the IRS, not understand what to do if you should lease a car or buy a car or how should you get a loan, not understand all the basic things that are real life, your checkbook, groceries, all those things are real life things you need to have discussions with the people in your past, present, and your future. So, what I want you to do is make sure to share and follow this podcast with your friends, family, and

followers because we've been running it ad free for like 120 episodes now. I want you to enjoy the podcast. And when you hear things or see characters on this podcast that impact other people's lives, if you know someone in the entertainment field or the music space or trying to come up in their category, well, you should share a podcast with someone like I because they're going to get tidbits in here that could literally change the course of their life. Like, literally change the course of their life. The butterfly effect is insane. So check out DJI across all social media platforms. Visit us on the moneymunddays.com. We'll see you guys next Monday.

Questions about this episode

Who speaks in "How Celebs Lose Millions by Saying “No” | Ryan Schinman & DJ Irie 🥂 EP115"?

Dan (Guest), Ryan Schinman (Guest), DJ Irie (Guest).

What is "How Celebs Lose Millions by Saying “No” | Ryan Schinman & DJ Irie 🥂 EP115" about?

The discussion centers on Ryan Schinman's unique approach to celebrity marketing, highlighting how his firm, Platinum Ry Entertainment, revolutionizes brand collaborations by leveraging collective buying strategies. By focusing on working with brands rather than talent, Schinman emphasizes the financial benefits for corporations, ultimately revealing how celebrities can inadvertently lose…

What is mentioned in this The Money Mondays Podcast episode?

17 people, works and ideas are mentioned, including Ryan Shimman, DJ Ireie, Mayflower Entertainment, Platinum Ry Entertainment, Omnicom, Unilever. Each one on this page links to its own page with every episode that mentions it.

How long is "How Celebs Lose Millions by Saying “No” | Ryan Schinman & DJ Irie 🥂 EP115"?

The episode runs 1 h 2 min; the transcript is about 11,916 words in 79 timestamped sections.

More from The Money Mondays Podcast

About this transcript: the episode's spoken words as captioned on YouTube, split into timestamped sections. Reclip.Me locates every person, work and idea in the text, keeps the time it is first named, and quotes the words around it verbatim. Last updated January 24, 2026.