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And it got over a million views. And I was like, nothing going to make after this will compare to this one shitpost that I put up there. The thing is, it didn't translate into any overnight success or anything. No more viewers or subscribers. It was just sitting there and you're watching it. And it really sinks in, doesn't it? That you can't really, unless obviously you do the Mr. Beast approach or the influencer approach where you distill and basically take out the creativity of it and you go, okay, here's what's pop marketable yeah that's the perfect word here's what's marketable but if you just put out your content there it is hard doesn't it yep 100% agree we'll have clips like like TikTok's a worse for this have a really in my head a really cool idea right there's one a couple years back where I made it's a one minute song and a one minute music video just called bring back chow garden and it's omo chow just singing about hard sega needs to bring back chow garden right made a lot of effort i took you know chow menu in chow garden where you can rename them and stuff i redrew the background from that to make it really authentic looking i drew omu chow's face and like synced up his eye glows to like the lyrics and all sorts of stuff added the lyrics to it was like okay this is lot of effort this is a good meme this will do well and it did really really badly know know I mean? And I'm like, for God's sake, all that effort. It's not all that effort for nothing because I enjoyed doing it. You know what I It was a good creative process and I'm proud of what I did, but I wanted more eyes on it because you know, you want people to see your stuff, don't you? But then I'll just randomly clip up a short from years ago out of context, like a 12 second clip and that'll just blow up and I don't know why. algorithm is very, very strange unless you've got like a whole team of SEO marketing guys behind you who know exactly what to do and when to post. You're right. You're at the mercy of if it decides it's going to be popular or not. And it's so strange. Other than for the obvious reasons, but do you feel as if social media and the way that you market Sonic Paradox and all your own work as well, do you feel as if that's changed from when you guys began to especially now in 2026? Oh, absolutely. We didn't really touch socials that much until we revived Sonic shorts and stuff over the past couple of years. used to have like a strict, we're not posting memes, we're not really interacting with people about non-Sonic stuff or non-Sonic Paradox stuff. When we have a video out, we'll post an update on our socials and that'll be that. We had to adapt. for the past couple of years. It's all been me, so I've got a lot of personal experience in this. I've had to adapt. I've had to start replying to memes with memes following people and just making up my own stuff and hoping it does well so to get more eyes on us. Obviously managing a TikTok. I mean, I'm in my 30s. I shouldn't have a TikTok. only have one because of Sonic Powered Up. you know what i mean i'm zero interest in it apart from that but i have to go on there and see what's maybe maybe trending or whatever to see if i can put an sp spin on it and that type of thing i'm just a regular dude i've got nine to five outside of all this you know what i mean this is spur time things but yeah it feels like this is constant research of trying to be on top of things and trying to like post relevant memes and trying to just keep your name out there and stuff it's insane shorts was a massive deal instagram reels youtube shorts that type of thing because obviously short form content is the the boyo these days you know because people have no attention spans anymore and making our content sort of work in a shorts capacity has been a challenge as well i'll usually just upload a full episode of sonic shorts which is like 10 minutes and if you go to the analytics people maybe watch 32 seconds and you're like well i should probably cut this into chunks because people aren't even watching the whole thing and you'd get a lot more eyes on you if you sort of cut it properly and post it properly and schedule it and all that jazz but again i I haven't got a degree in social media. You know what I mean? This is all just learning by ear, playing by ear. So it's bizarre. It's very, very hard to figure out. It's fun when it works. It's not fun when it doesn't work. But yeah, it's just difficult. Very, very difficult. Oh, no, absolutely. Because, I mean, I was one of the probably many millions who decided to get into content creation during the lockdowns. Because, I mean, as I said before, I'd kind of dabbled here and there, but nothing really stuck. And by the time finished the project, I was like, you know what? I'm bored of this. I just want to move on, try something else. And by 2020, you know, I started Twitch streaming and things with everybody else. And then kind of moved on at the end of the year to this podcast, which ironically enough has superseded the streaming. I was like, yeah, I'm going to do the streaming all the time. And this is going to be like a side project. And then... Yeah, you know what that is. It's like, yeah, I enjoyed doing this and talking to people a lot more than going on stream. And it'd be, mean, obviously other than my friends, which I was grateful for, in the days that they weren't available, you know, it'd be like one, two people. And as you said, the amount of effort you put into, whether it's streams or videos or things like that. And I'm totally with you about the TikTok thing, because I wouldn't have one either, if not for the podcast, because it's just so tiring having to keep up every social media. again, I'm the same. I'm one person. I do all the editing, the marketing, you know, the recordings and things. I mean, I do enjoy it and everything, but it is a lot of work on top of having a nine to five, you know. And I think when people watch your content, you know, they just think like, have you ever had that where someone goes, oh, Sonic Shorts 10 was amazing. Where's Sonic Shorts 11? Yep. Oh, all the time. All the time. Yep. Casino Calamity was the biggest one for that. And to be fair, I don't blame them because it took 13 bloody years, you know? Yeah. Somebody will watch volume 10 and immediately comment being like, when's volume 11? And it's like, these things take time. You know I mean? They take a lot of time and a lot of effort. our animators people who work with us we give them all the time in the world a lot of our shorts they're just doing in their spare time as well not a job to them either so it's like look if you want to make something and add it to sonic shorts you're more than welcome but there's zero pressure on you there's no deadlines or anything i feel like if we were more of like a business a well-oiled machine that had employees and stuff maybe there would be a schedule and things like that but because we're still very much in that sort of 2005 mindset of just fan animations, just doing it for the crack. We wouldn't put deadlines on anything. We'll just go, you know, it'll be done when it's done. That being said, though, we are trying to aim for June for volume 11, because it's obviously the 35th anniversary year, and his 35th birthday is on the 23rd of June. So hopefully we'll get something out there by that time. But we'll also have Sonic Shorts 3D as well that's being worked on. and that's quite far along too so we'll probably get two volumes out this year which is uh volume 11 and volume don't know what we're calling it yet it could be sonic shorts 3d blast it could be sonic shorts volume 12 but a 3d version you like who knows and then we're very early in the sort of conceptualization stages of the next musical which will be maybe bullet bedlam has been thrown around know for bullet station but we don't have a solid name for it yet but again Like all soft deadlines, all sort of in your own time type things. God, if I could do this full time, I would. But it's just not economically viable. You know what mean? The YouTube makes a small bit of cash. It's not loads considering how many subs and views we'll have. You have consider lot of those subscribers are from back in the day. Maybe dead accounts for all we know. But yeah, I'm in the dream one day. it as a job. But for now, it's just like, you know, it'll be done when it's done. So please have patience. That's what I say to people. If they go wins volume 11, I go sometime soon. No set deadline. I remember talking to, I think it was the YouTuber, I don't have a nose, his words not mine. He does a lot of Let's Play content and things like that and that's what he was saying as well, that a lot of people, when he puts out a video, people will come to him and say, oh that's great, can you do this video game? And then, you know, it takes time to edit and put all together. And then once that's out, immediately, as soon as it's out, it's like, oh that's great, when's the next one? more more more yeah i think if people are consuming it for free and everything do you think that they realize how much work is put into these kind of things i feel like people who don't create content people who don't have podcasts or animate or make music basically non-creative people and there's nothing wrong with not being creative some people are some people aren't you know that's fine but they don't see this side of it they just see the end product you know if the end product's good they want more of it so i get it but at the same time would love