Kevin Hart live on TBPN

What's going on, guys?

How are you?

Welcome to the show.

Thank you for taking the time.

Big day.

Thanks for having us.

Big day. Would love to get— I think everyone knows Kevin Hart, but—

Well, I think everyone knows James. I was going to ask the opposite. I was going to say—

Yeah, it's not about me here. I'm going to take a second and I'm going to highlight my guy.

Okay.

Yes. You know, some may be familiar with the, the, the the idea. Yeah, Kevin Hart. But in this space, man, it's more about my business. And, you know, business is great. We have great partners. So take a second to highlight my guy, man, James. James has done a phenomenal job in self, with self, with his company, with his own entity, and the idea of finding cool ways to create and develop partnerships with faces that are and can be more than just an ambassador, but more of a brand. He's done a great job, man. He's done a really good job of vetting out the space, and I'm lucky to have found someone with the mindset, the understanding to help me do the things that I want. So execution only happens when you have people that can do so. James is that. He's an executor. So give it to him.

Yeah. How did you two meet? What were the first meetings like? Where did the meetings take place? Like, where did all this come from?

We met about 5 years ago in the depths of COVID through mutual friends. We're in the space of building brands in joint venture with well-known individuals in entertainment, brands that they want to own, not just endorse. Yeah. And we wanted to go into the tequila space for a long time. We liked the category, we thought it was very compelling, but the celebrity tequila space is completely oversaturated at the time. Yeah. It was very noisy. We needed something really compelling to break through and, and to make it right for us. And when myself and Kev started talking during COVID uh, it became very clear very quickly that we matched each other's energy.

Absolutely.

In terms of understanding the responsibilities of being not just a, a face for the brand, but being a business partner.

Yeah.

Uh, and the responsibilities of owning a brand and building one of these businesses for the long term.

But you, I think you understood early on, um, what my, what my wants and not wants were. The biggest, and I'll say the most important rule that I have, I'm never slapping my name on anything, right? If I can't embrace it or I can't do it on a daily and really have an authentic response to it and engage with it as if I engage with everything in my life, then I don't wanna do it. So all of my partnerships across the board, whether it's ownership plays, equity plays, or ambassador-like roles, I truly am embedded and invested into the thing.

Yeah.

So with the wine and spirit space, having my own tequila, it was necessary because I said, look, I only drink tequila. I'm drinking everyone else's product. So developing my own version of a product that I can then drink at the same level that I drink my own when I am in a space of comfort or celebration could be dope. But let's put a story behind it. Like, let's make it, let's make it different unless it exists in some rare air. What, what can be defining or redefining in this space that basically represents me in the best way? And he was very diligent in answering those questions and helping me navigate on that road. Right. So the idea of hard work and hard work tasting different and the idea of a celebration being, being attached to Grand Cormino because we believe that life should not only be celebrated, but what you do on a daily should be celebrated. So hard work in whatever, whatever way, however it fits to you, how do you choose to celebrate it? My job was to give you a choice, right? For me, it was that.

You mentioned that the space was crowded. How did you think about finding differentiation on the product side, the distribution side? What really stuck out is like, okay, it is a complicated space, but there's a big opportunity here.

I would say, man, you know, you, you have to have access.

Okay.

So Juan Domingo Beckmann Jr., uh, of course the family, what they've done in this space, you know, you're talking about generations on generations of success in, in growth, um, in the business, right? Like from a distribution, you know, uh, outlet or opportunity, there isn't a bigger option. So, uh, I think for us it was getting Juan to understand the real want, um, getting him to understand the passion behind my want and that this is not a celebrity play. This is not a, a check, grab, and run. This is a want to build something that can literally be attached to my family name and give me an opportunity to, to build generational success, uh, wealth, uh, visibility, whatever you want to call it. But I want, I want that. How do I get that? You have to go to the people that have it. So, um, I think that was our biggest, our biggest want. And, and as you talk about separating yourself, well, when you have that machine and that machine understands your real energy, and those two things connect, well, you're already so much different from anything else in the space, right?

Yeah.

Like the space is crowded because people believe that, oh, let's get a famous person and put the famous person's name on a bottle and just put the bottle on the shelf and it's yourself. That's not true at all. Like, why did you make it? What's the story behind it? What do you care about? Uh, do you really drink this? And if so, why? And how did you develop the liquid? What is your plan for a year, 2, 3, 4, or 5? Like you People really love a story, and if you have an authentic one, I find that people respond to it. So the years of operation and configuration as to what we want to do were the best parts of the business because after the liquid came out, well, it wasn't a shock to us of why we were happy and why we loved it. We did the work. Yeah, we did the work. We better— Yeah.

Question, question from the chat.

What—

walk us through the actual product development process. I'm assuming trips to Mexico, lot of tastings, iteration. But what did that look like?

So there's a lot more that goes into this business than meets the eye for the consumers, right? So to your point earlier, the liquor business, the alcohol business is, it's a very complex industry to navigate based on the three-tier system dating back to the years of Prohibition. So there's certain criteria and ways you can navigate and ultimately to build success. Our perspective on it within consumer products and goods and particularly within alcohol where we saw the biggest opportunity over the last 5 years is large corporations typically do not disrupt. They innovate, they innovate well with liquids, they innovate well with package, but generally they're not disruptors. And that's not saying the alcohol industry alone, that's every large industry. So it takes independent entrepreneurial companies to be real disruptors. Like, you guys were speaking to the guy from Groove the other day. Yeah, you guys are speaking to You know, John from Happy Dad. These are independent companies that are bucking the trend. And our model has been, let's be that independent spirited business. Let's make those bold, calculated decisions in real time and be really fast and agile in terms of how we operate in the market day to day. But let's partner with the best large corporate in the business, being Proximo and Juan Domingo Beckmann from the Beckley Corporation. And let's bring some real scale to the table. So that, that, that, that muscularity of the Proximo machine and the agility of us in the market every day leading on, on what consumers see, that's been, it's been a very successful partnership for us and it's helped us buck that trend.

And I also, I also think just to add to that, right? Like, you know, you're not dealing with rocket scientists, right? Literally like people that are successful and people that have won, they've done it for a reason. So you're not trying to recreate the wheel or redesign the wheel. You're trying to better service the wheel. So sometimes the wheel, it falls into a space where everybody jumps on and the expectations are of norm and they don't understand that you gotta energize the wheel. You gotta go in with some new energy and what you'll find, those people will respond to that. I think our energy, yeah, happy with that. I don't know what that was.

Yeah, you guys, we'll get you guys set up with a soundboard for some of your other meetings for when you're on Zoom. That just did something to me.

I took an espresso in real time. For sure.

Okay, so yeah, to resound strategy. You have a massive platform, but you have to get the product to a place where people can buy it when you're promoting it. What was the thought between distribution, getting it in stores, and then starting to push the promotion funnel versus just telling everyone about it? And they're like, yeah, I'm excited, but where do I get it? Oh, it's only available in a few stores.

Well, A, it's patience.

Okay.

And B, it's actually realizing the real work that goes with that. Like, yes, I have a large platform and a huge social media following, but that doesn't mean that as soon as I post something and say do it, that people respond.

Yeah.

Um, you have to like be on the ground. You have to do the real work. So within distribution, you got to go, and you got to go talk and meet and shake the hands and build the relationships, right? Um, the work that you're looking for is a response of what people feel the, the, the reason for your, your implementation in this space. Like when, when the partners meet you and they say, oh, he's not here for fiction, He's here for real. This is not fake. Yeah, we will support and we will back and we will suggest this to the new customer when they walk in. Try Kevin Hart's tequila. It's really good because Kevin came in here and Kevin sat in front of us and Kevin made us understand not only why we should taste it, but why we should back and support it.

Yeah.

Um, it's no different from a new artist. If a new artist is really hungry, you're showing up at every radio station and every DJ outlet. And you got your, you got your CD or you got a hard drive because I want you to hear my sound, listen to it. And you're going to get way more nos than you are going to get yeses. But the breakthrough yes, when it goes on the radio waves, makes the work so much worth it. In this space, the work of getting every restaurant, every, uh, brand, every chain, every wine and spirits liquor store, independent, chain, etc., like Yeah, I went.

Yeah.

So I expect to see the results of my work. I expect to see people responding because I know what I did to get it into a space of conversation. And I think for me, that energy is an energy that I'm not gonna let go of. And my partners have responded to it tremendously. That's why we sit where we sit today.

Where is the business today? How big is it? What are sales? What can you tell us about the shape of the business?

The business today, Gran Cormino is now the fastest growing celebrity tequila brand in the world.

Um, you guys taste—

there we go.

And we grew last year by 100% year on year. We've done $200 million in retail sales.

Hit that gong, John!

Congratulations!

Turn into a DJ Callebilla! This is better than anything I've ever done!

Should I— zooming out, should every celebrity launch a product? Should every influencer have a product? What advice are you giving to other celebrities?

Absolutely not. I would say that from a celebrity perspective, most celebrities should not create businesses that they want to own. The endorsement model is a good model for most celebrities, but for entertainers who truly have the understanding, the know-how, and the commitment to put in the work and prioritize said project over everything else outside of their day job, that's when it's compelling. And that was what was compelling in this partnership.

Well, I don't even like the word celebrity when it's used and attached to me because it's—

it's not what we can do well with.

Yes, it's underwhelming to what I really am.

Right.

And I get it. I get what that is. Yeah, I get the star celebrity, etc. It's not why we partner with each other, but as an entrepreneur, as a, as a real business mind, as a real like worker that's not afraid to do, build, etc., um, you, you're, you're so much more, right? Like the, the, the idea of a mogul or concept of that, um, is, is just a person that wants so much and is willing to do so much. And in doing so much, it means I'm not afraid to partner or align with people who have done So in this space, slapping somebody's name on something and just thinking that it's so— it doesn't work. It doesn't work. You're, you're, you're, you're in rare air of opportunity. And the celebrities that have had amazing success in the space of business brand portfolio, they do the work right. Like I just don't know names. You look at Kim Kardashian. I don't think Kim gets the true credit that she deserves at all times of actually doing the work. People don't understand Kim shows up. Yeah, she doesn't just have the idea. She shows up like the people know that they're going to see her on a daily. The office full of employees know that Kim walks through the halls. They know that her office is there and she's in meetings, she's on call, she does the work. So I myself am a do the work individual. And I think when you are and you are committed there is no world of loss. You're always going to win because you're doing what everyone else refuses to do. They don't have the patience, they don't have the strength and mental ability to stay true to something through the ups and downs and see it all the way through. It's not easy. Yeah, it's a very, very hard space to operate in. And yes, we're in an amazing era right now and I love it. Will it stay this way? Who knows? But no matter what, if you're committed to it, whether it's up, down, whatever, you're true to the process. And you know that ultimately sun is always gonna be at the end of the tunnel.

Yeah.

That's where we are.

And that, that was the most compelling part of this partnership is having a partner who understands, who's willing to be on the phone every day, the good days and the bad.

Yeah.

Um, but ultimately understanding the business behind the brand.

Yeah. So, uh, Kevin, how are you thinking about maybe not work-life balance, but work-work balance? You have multiple roles, multiple projects. If you're going into, uh, a movie, are Are you telling everyone, okay, I need to, you know, I need space, I need focus for a couple weeks? Or are you trying to have, okay, I'll do something in the morning and then something in the evening? What, what is your workflow like on a day-to-day basis?

It's gonna be pouring shots for the whole cast and the director.

This is an example of why things need to— why things need to fit your lifestyle. Yeah, right. If things fit your lifestyle and fit your day-to-day, you'll find that you're never forcing and truly fighting for time. Sure, right? Everything can be correctly. I am a, I am a product of structure and operation. I have an amazing team around me.

Yeah.

And within that, if I'm doing a movie, I'm doing a movie, but while doing a movie, well, how do I make my partners a part of said movie? Mm-hmm. Is there spaces for me to amplify partnerships or relationships? If I'm on tour, can I position or present certain relationships or partnerships that I have to be visible while I'm doing the things that I'm doing? Hey man, I'm golfing. What partners can I align or place in within what I'm doing on a regular? Hey, I got vacation time coming up. But when I do go on this vacation time, man, it's relaxing. But I have certain relationships and partnerships that service the idea of relaxation and what it looks like and what it should feel like. As a partner, you are always thinking of how to service those that are aligned with you. And when you have a mind like that and you operate like that, it becomes a systematic thing. It's never a fight. So yes, I am 365. I am, you know, a sunup to sundown person with work. But because of my system, nobody gets left out. Wife, kids, partners, business, comedy, film, you know, company. Let's just say within company employee relationship. Like all of these things are embedded into an idea of my day-to-day and what I have to do. Yeah. So it's, it's, it's never left behind. It's never skipped or overlooked. Um, it's, it's implemented and rightfully so.

Yeah. Uh, everyone's been tracking a million different changes in media and entertainment over the last decade throughout your career. Like what, what has been the biggest crucible moment? What has been the biggest trend change that you felt? Okay. I need to adapt my strategy. I think everyone in my community needs to adapt our strategy. How have you processed the evolution of media over your career?

I'll say getting older. Yeah, right. I mean, I'm, I'm about to be 47 this summer. Overnight success. Sitting and witnessing, seeing a shift in marketing and a shift in entertainment, right? This younger generation and how they are navigating um, and, and operating within social media, within storytelling, uh, within finding ways to present themselves to the masses. I mean, you know, the concept of a live streamer and, and a person that, that is literally talking to a screen all day and looking at a chat with comments, but finding a way to, to build revenue to where it's coming in droves, right? Like That to me, it's exciting. It's exciting to see a shift. So you don't fight that. You find a way to be a part of it. You find a way to support it. So where I think I've had an amazing lift is in amplifying that younger generation, right? Like when I have a chance to sit beside some of these younger guys that are doing these amazing things, well, it's dope for them to have stars like myself on their platforms or supporting them in that space. I don't need nothing or want anything in return. I just wanna see people win. But when you're supporting the new, it just makes you aware. Yeah. Not being aware is ridiculous. Fighting what, what is, what is in real time, a new, um, space of success. You're seeing ad revenue, crazy spends from the biggest brands in the business and you're seeing where they're now spending it. Television is changing. The on-demand feel and want has changed. How we watch movies and what movies have changed. Live entertainment still exists today, but it's bigger than ever because people still want to go out, but you realize they still want to be home. You got to go and you got to say, how do I basically fit into these pockets and how do I deliver in a manner to where it's real and it's never forced? Well, you do that with support first. And an elevation for them. And then things come back to you. Right now it's all about me saying, I see you young guys, you young women. I love what you're doing. I wanna see you win. How can I help you? And then in return, their audience gets to say, Kevin is cool. But it's, it's a, it's a them first, me second.

Now, um, Jordi Hays, example, Jordi Hays, of you guys, when we, when we've been tracking what you guys have been doing for the last 2 years, it's, it's incredible. And when the business outlets came up in terms of the list of targets, TVPN was on the top. We want to be in the story. We want to know what's new. We think it's bold and exciting what you're doing. Congrats on the deal with OpenAI.

Thank you.

But I mean, you guys are just getting started. But us knowing you, us knowing that we want to be on that platform, that's what it's about. And big companies don't often think that way, but we're empowered to be able to make those decisions day to day to be here with you.

It's a great point. Really good.

Last, last question, guys. James, is there a competitive dynamic between some of your different partners that Chad is talking about, your work with Post Malone and ASAP Rocky. I know all these guys are very competitive. Is there any kind of dynamic internally who can build the biggest brand? No, I know you don't. I know you don't want second or third, Kevin.

It's not a competition, but there is no shortcut to success and it's hard work.

Oh, it's a— it's— it's looking like it's a competition.

Whenever somebody says it's not a competition, you know, it's a competition.

I will tell you this. We should all look at what each other are doing and you figure out ways to take small pieces of the recipe that, that's working, right? Like I think ASAP and Post have done a great job in building businesses and building brands, myself included. And when you see what's working for, for each other, you find ways to take pieces. Like ultimately I want to see everybody win. I would love to see us all win. I would love to see his company succeed and be everything that it should be and more.

But you would just hate for somebody to win, win more than you. I want everyone to win, just slightly less than me.

I'm winning.

No, I, I love it, guys. Hey, if I was a betting man, I'd be bet— I'd be betting on you. I know you, I know your work ethic is going to be Zane, I know while they're sleeping, you're going to be at every restaurant, every club, getting everybody on the program. So I'm excited to follow along. And thank you guys for sending. We will enjoy it this weekend.

Yeah, the next time I'll be in the studio. Yeah, let's do it. I want to get all the effects in real time, man. Yeah, I need to do it. Your energy is unbelievable, man. You guys deserve the hype. Here, scoot over. Scoot over.

A little bit there so you can—

Yeah, yeah, really good. That's what I'm talking about. Thank you guys.

Thank you guys, man. Uh, great, great to see you guys. Congrats. We'll talk to you guys soon.

Have a good day.