Big Automotive Media - Behind the curtain with Tiernan.

·54 min·5 clips

Tiernan's video exposing the hidden side of automotive media unexpectedly broke a million views in 11 days.

The episode begins with the hosts introducing Tiernan, whose YouTube video about the hidden side of automotive media unexpectedly garnered over a million views in 11 days. Tiernan explains his career path, starting with video production studies in the 1990s, followed by an IT career, and then a philosophy PhD that taught him research and concise writing skills. He transitioned to freelance automotive scriptwriting and later worked at Donut Media for three and a half years, managing relationships with outlets like Leno's Garage. Tiernan describes the necessity of scripts in automotive content to ensure clarity and efficiency, contrasting with the perception of spontaneous hosting. He reveals the extensive production behind YouTube videos, including permits, insurance checks for expensive cars, and equipment rentals, comparing it to film and television. The discussion shifts to the state of automotive media in 2024, with Tiernan noting flux as Hagerty grows with Jason Cammisa while Hoonigan declines after losing key personalities. He analyzes how audience growth, like Donut's expansion from one to eight million subscribers, forces content changes that can alienate original fans. Tiernan shares the backlash to his viral video, including negative comments, but emphasizes its relatability to industry insiders. He outlines future video topics, such as traits for success in automotive content creation and experiences with EV startups trying to control media messaging. The conversation touches on ethical journalism, citing Marques Brownlee's review of the Fisker Ocean obtained from a private owner to avoid manufacturer influence. Tiernan reflects on the emotional impact of negative feedback on creators and his aim to refocus his channel on helpful insider information rather than controversy. The episode concludes with personal car stories, including Tiernan's first car, a 1981 Mazda GLC, his current BMW 128i, and dream car, a first-generation NSX, along with details about his co-owned channel Overdrive.

As heard by us

A viral automotive video opens a candid look at how niche car culture changes when a wider audience arrives.

The Revival Motoring Podcast uses an unexpected viral moment to examine what happens when automotive media escapes its original niche. Tiernan, from the Tiernan AI YouTube channel, expected a thumbnail and title to reach about 1,000 industry viewers, then saw the video pass one…

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Want to hear how one automotive-media video built for about 1,000 industry viewers broke a million views in 11 days?

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