Oct 7, 2026 · 31 min · 15 segments
He started his first business at 12 a clothing brand called Coldest Clothing, selling hats at a market in Iceland. One ended up on Justin Bieber. That's when he realised social media had legs.In…
Laura DonadioHost
I, um, I can also imagine that, like, as the social media industry evolved and world evolved so much over the last couple of years, you kind of never sort of like s- Actually, this is a great question.
Did you ever think it would get this big and that it would take you in this sort of, like, direction in the long run?
Because I remember when I had Coldest Clothing, that was a brand, I still have the Coldest name, uh, so that's one thing that stuck around, but when I had the Coldest Clothing page, there were these people who we now call influencers who were like, "Can you send me a hoodie and I'll take a photo in it, and, uh, that would be good for you guys." And I didn't realize that that would become what it is now and, and essentially I'd be on the other side of that now as a creator and somebody that has visibility in the industry.
Uh, the reason why I came up with the Weatherman of Marketing is 'cause it actually links with Coldest.
So cold and weather, and also, uh, if you kind of view my content, I always do green screen-
... framed analysis of marketing and social media trends, and a weatherman also stands in front of a green screen.
And also, I think that what I've been really intentional about with my business and me as a creator is being somebody that predicts and doesn't just summarize, so I think the Weatherman just encapsulates that all.
Obviously, having built, like, s- your career on the back of those predictions, do you find that it's a fine line between predicting, you know, what you feel is gonna happen and then sometimes getting it really wrong? And did you get it really wrong at times? Like, was there things that you thought would happen that ended up not happening?
I think one of the beauties of creating content, especially in the marketing space, is that I'm not just speaking to marketeers, so sometimes non-industry people will say, "Oh, well, I don't agree, because I've seen somebody else do this." One example would be that I kind of thought two years ago that we would start seeing musicians creating short form first music videos instead of just, uh, the typical YouTube Vevo style music video.
Hey, not completely wrong, because you have, like, clips on, like, Spotify and stuff, so I would say-
I, um, I can also imagine that, like, as the social media industry evolved and world evolved so much over the last couple of years, you kind of never sort of like s- Actually, this is a great question.
Did you ever think it would get this big and that it would take you in this sort of, like, direction in the long run?
Because I remember when I had Coldest Clothing, that was a brand, I still have the Coldest name, uh, so that's one thing that stuck around, but when I had the Coldest Clothing page, there were these people who we now call influencers who were like, "Can you send me a hoodie and I'll take a photo in it, and, uh, that would be good for you guys." And I didn't realize that that would become what it is now and, and essentially I'd be on the other side of that now as a creator and somebody that has visibility in the industry.
Uh, the reason why I came up with the Weatherman of Marketing is 'cause it actually links with Coldest.
So cold and weather, and also, uh, if you kind of view my content, I always do green screen-
... framed analysis of marketing and social media trends, and a weatherman also stands in front of a green screen.
And also, I think that what I've been really intentional about with my business and me as a creator is being somebody that predicts and doesn't just summarize, so I think the Weatherman just encapsulates that all.
Obviously, having built, like, s- your career on the back of those predictions, do you find that it's a fine line between predicting, you know, what you feel is gonna happen and then sometimes getting it really wrong? And did you get it really wrong at times? Like, was there things that you thought would happen that ended up not happening?
I think one of the beauties of creating content, especially in the marketing space, is that I'm not just speaking to marketeers, so sometimes non-industry people will say, "Oh, well, I don't agree, because I've seen somebody else do this." One example would be that I kind of thought two years ago that we would start seeing musicians creating short form first music videos instead of just, uh, the typical YouTube Vevo style music video.
Hey, not completely wrong, because you have, like, clips on, like, Spotify and stuff, so I would say-
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