The first five Dave Matthews Band studio albums have all been certified multiplatinum and the last seven have either reached the number one spot on the Billboard 200 or debuted there. “Then I deleted Postmates, too.”Ī version of this article appears in the October/November 2021 issue of Fortune.
I was really kind of emotional because it was a way of saying, this is a next step, showing trust in yourself,” he says. “I deleted Instacart about three weeks ago. So much so that he recently made a dramatic step. They may be long shots, but González believes in himself.
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González is writing a memoir and two TV series-a talk show hosted by his primary character, Junior, and a mockumentary. He was recently named one of TikTok’s 2021 Latinx Trailblazers, and the platform has unleashed his creativity. His starting point for branded campaigns is now four figures. González is now represented, as many creators are, by an influencer agency and has created campaigns for Jack in the Box, Paramount, Hulu, La Michoacana. But it’s still kind of early, and there are still a lot of unknowns.” Maybe it’s just because of our ages that we get treated that way.
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“One friend who just hit a million followers still gets really excited over sketchy emails that are full of misspellings from companies offering 80 bucks. It happens a lot to creators, especially those without representation. “I started realizing that these companies were very aware of what they were doing, and I felt so humiliated,” he says.
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Later he learned that the client had paid $7,000 for a similar series to someone with fewer followers. González created a series of videos for a restaurant chain in which the management team haggled him down from $120 each to $300 for three. I got 40 bucks, and I thought it was a good deal because they also sent me three cookers. “My first deal was for a little ramen cooker. “A lot of influencers don’t like to share their secrets,” he says. But navigating the ad landscape proved tricky. González hit a creative groove, creating hilarious duets with his pals. “And hopefully someone will send me a PR box with some food.” “I just told myself, I’ll do whatever I got to do to get through the next month, and then hopefully I can get a $500 brand deal or something,” he says. He packed his car, figuring he’d deliver groceries to pay his share of the rent. By October, he’d begun reliably hitting millions of views by parodying Walmart shoppers, exasperated teachers, Target employees, and the comedian George Lopez.īy year’s end, a few L.A.-based creator friends convinced him it was time to move again. The series racked up more than 6 million views and earned 600,000 followers. He mimicked a McDonald’s worker placing an order at a different restaurant and followed it with versions for Taco Bell and Starbucks. He began creating scenes that TikTokers could immediately relate to. But for TikTok, he also harnesses his dry wit. González has keen powers of observation, which proved useful in writing and producing TV news stories. “And from there, I was like, ‘Okay, I have a few more ideas about stuff that happens behind the scenes,’” he says. A few months later, he posted a send-up of the type of awkward exchange he’d seen countless times: a news anchor teeing up a field reporter only to encounter an awkward transmission delay.
He downloaded TikTok after seeing some videos cross-posted on Twitter and lurked for several weeks before creating a video that went largely unnoticed. In January 2020, he landed a production assistant position at the local CBS affiliate and began supplementing his income by delivering groceries for Instacart and Postmates.
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