Digital Social Hour
How I Built My Brand from Scratch in 7 Years | Cousin Jay DSH #1781
Fri, 23 May 2025
🚀 How do you build a brand from scratch and turn it into a movement in just 7 years? Tune in now to this epic episode of the Digital Social Hour with Sean Kelly, where Cousin Jay shares his incredible journey of starting his clothing line, navigating the ups and downs of content creation, and hustling his way to success. Packed with valuable insights, hilarious moments, and raw honesty, this is one conversation you don't want to miss. 🙌 From painting sneakers to launching viral videos and creating his Girls Love Artists brand, Cousin Jay reveals how he turned creativity into currency, learned the art of marketing and branding, and overcame betrayal, setbacks, and even a YouTube ban to keep going. 💡 He’s not just building a business—he’s building a legacy, complete with a Dream Squad House to support aspiring creators. 🏠✨ Curious about the secrets behind his success? Want to hear about his wildest challenges, the importance of loyalty, and how he plans to keep leveling up? Join the conversation now and get inspired to chase your own dreams. 🌟 Watch now and subscribe for more insider secrets. 📺 Hit that subscribe button and stay tuned for more eye-opening stories on the Digital Social Hour with Sean Kelly! 🚀 CHAPTERS: 00:00 - Intro 01:20 - How You & Salim Started Starving 03:50 - How You Blew Up On Worldstar 08:50 - How You & Salim Met 11:27 - Cousin Jay’s Biggest Backstab 15:53 - Do You Party A Lot 16:50 - Cousin Jay’s Music Career 19:36 - Truth About Social Media Money 22:15 - Danny’s Dream Squad House 24:38 - Danny Almost Drowned Incident 27:54 - Jack Doherty Discussion 30:30 - Who Held Kyle Accountable? 32:28 - Jesse Pays You Insights 37:39 - Keep Your Pencil In Your Pocket Advice 39:05 - Most Athletic Full Send Member 40:55 - Working for Free: Advice 43:25 - Girls Love Artist Merch Locations APPLY TO BE ON THE PODCAST: https://www.digitalsocialhour.com/application BUSINESS INQUIRIES/SPONSORS: [email protected] GUEST: Cousin Jay https://www.instagram.com/realcousinjay SPONSORS: SAMRBOSA: https://sambrosa.com/ LISTEN ON: Apple Podcasts: https://podcasts.apple.com/us/podcast/digital-social-hour/id1676846015 Spotify: https://open.spotify.com/show/5Jn7LXarRlI8Hc0GtTn759 Sean Kelly Instagram: https://www.instagram.com/seanmikekelly/ The views and opinions expressed by guests on Digital Social Hour are solely those of the individuals appearing on the podcast and do not necessarily reflect the views or opinions of the host, Sean Kelly, or the Digital Social Hour team. While we encourage open and honest conversations, Sean Kelly is not legally responsible for any statements, claims, or opinions made by guests during the show. Listeners are encouraged to form their own opinions and consult professionals for advice where appropriate. Content on this podcast is for entertainment and informational purposes only and should not be considered legal, medical, financial, or professional advice. Digital Social Hour works with participants in sponsored media and stays compliant with Federal Communications Commission (FCC) regulations regarding sponsored media. #ad #contentmarketing #digitalmarketing #contentcreation #personalbranding #socialmediamarketing
Chapter 1: How did Cousin Jay start his journey in brand building?
that person comes out of the door, it's like, like, you know that scene in Get Out, like, when the guy's like, yeah, gave me that look, didn't say anything. I was like, okay. He's like, I'm so sorry. I'm so sorry. I'm like, what are you sorry for? And I'm reading the room. I'm like, this nigga just fucked up.
All right, guys, out here in Miami with Cousin Jay.
Let's go. The one and only. Love the outfit, man. Thank you. It's unique. Styled by Sally. Styled by Sally. Let's go. And got the Make America Snow Again hat. Yes. I got to hear the story behind that. What does that mean? Well, it has multiple meanings. You know, for me, it means global warming. To others, it might mean a brother that likes white women.
To others, it might mean something that people dibble and dabble in their nose, but You know, I don't partake in that. Yeah. To me, I took it literally. Oh, like. Snow. Yeah. That's a fourth me.
It's a fourth one because I lived in Jersey growing up and it doesn't snow as much as it used to, man.
Make it snow some more over there. Yeah, man. It's snowing in Florida too. Does it? Yeah. Damn. That never happened growing up. No, I mean. Oh, that makes sense. Yeah. The first meaning. Yeah. Is clothing the main focus for you right now? Yes, a thousand percent. I mean, it's what I rely on because I just recently got banned on YouTube for 90 days. Damn. What'd you do? Body blue.
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Chapter 2: What challenges did Cousin Jay face on social media?
Oh, I saw that video. That got you banned? Yeah, for 90 days. Like a week after, like they gave me an email. They said, yeah, you're done. Damn. I had Lily Phillips on the pod and that episode got a strike. What did that do to you? So it was the first strike, so I'm chilling. Knock on wood. But was that your second or third? That was my first strike ever.
And it really hurt me because also factor in, I'm working with a new editor. And so his name is Noah. He's an amazing guy. He's just a little slow. So when people are slow... And I'm very fast paced and have ADHD. It's kind of hard for people to keep up with me. Yeah. Did you regret taking that spring break trip with Bonnie Blue? Fuck no. That shit was lit. That was amazing. What you mean?
So no regrets about it? I mean, she changed a brother's life, man. For good and worse. Being around her, I gained 6,000 followers. Damn. And I also lost 6,000 followers. You know what I'm saying? You lost it that quick? Very, yeah, instantly. Like, it was like, as the followers were going up, it was going down at the same time. Oh, got it. You know what I mean? Yeah.
But, you know, as far as, like, the notoriety I got from it, I need security now. So everywhere I go, for the most part, I have security with me, so. For real? Yeah. It's like that? Yeah. Goddamn. Actually, like, she did, she knows what she's doing. Wow. Well, shout out to her, man. I know OnlyFans girls get a lot of hate, but it is what it is, I guess. Yeah, man. It's all marketing.
It's like what you put out there and you're marketing yourself. You know what I'm saying? Whether you know it or you don't. And yeah, man. Who put you on to the marketing game, like branding? Like who really taught you those skills? I watch like a lot of different creators, like just on shorts and like reels and stuff like that. So just like the internet. Yeah. And also people I work with too.
Yeah. Like Nelk Boys. Yeah. I was going to say, cause those guys really know how to build a brand and market and unique things. Right. Hella smart. Like elite. So elite. Yeah. Yeah. And that was a wild run for you. I don't even know where to start. But I guess you and Saleem kind of came into it together, right? Oh, boy. Tell me about it.
2017 is when I got the idea of what I wanted to do, which is make clothing. Started painting sneakers like the Harachis. Used to splish splash. Paint on there. Posted on YouTube. 30,000 views. Boom, boom, boom. And you know, kind of a few months after that, I started like a clothing line, Girls Love Artists, which is one way I support myself.
You know, that's just one way as an influencer, supporting myself with that. Sorry, I need an IV. I'm actually getting one right after this. You do those all the time? Like, I try to do at least once every other month. Damn. Because I just keep going. I'm like the Energizer Bunny. But staying on topic, I'm sorry. No, you're good, man. I have ADHD too. I can relate to this.
Like, are you diagnosed with it? I am, but I'm all over the place. Sometimes I have to tone it down. Oh, yeah. Well, I didn't get... A brain scan, yeah. I mean, you could tell.
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Chapter 3: What was Cousin Jay's biggest betrayal in the industry?
She sat right next to me as I'm sitting down. You know, he's posted up here. I literally have like an image of the day, like of what I'm talking about right now. He's standing up here, like kind of looking down like this. And then I'm like this doing my little selfie.
And then that was like when we were just getting to know each other and we were like, kind of like, okay, we could be homies and shit. Because that was after he called me Bobby Shmurda, like two, three weeks later. And I was like, I'm not fucking with this kid. And then I seen that this dude is just like being a character, a clown in front of everybody. That's just him.
But then yeah, back to Journey. that girl sat next to me and she was like, hey, what are you guys doing? Can I hang out with you guys? And I was like, yes, say less. And so we're both like, I'm like, oh, she's valiant. And obviously, who do you think she's probably interested in? And if I'm sitting down and she sat next to me, who do you think? Probably you, based off of this situation.
So if we're reading the room, that's probably not a valid reason to be jealous of somebody. However, you know, that's how it started.
he swooped in there and no he didn't swoop in it was just like i i didn't hook up with that girl i was gonna like probably you know do some things with her as far as breaking my virginity wise yeah you know what i'm saying and i didn't because i didn't want to hurt you know his feelings damn that's that's the type of guy i am like even if i don't know you super too too well i just like
Until you give me a reason to, like, you know, betray you or, like, do something, like, dirty to you, then I'm going to just keep it kosher. That's a respectful trait, man, because there's a lot of guys that are screwing their girls, their friends' girls. Oh, yeah. You know? It happened to me, too. I got my bitch fucked, too. Damn. By one of your boys? Yeah, really close boy. Damn.
And who did you cut off? Both of them? One of them? Or neither? Well, okay. Let's break it down. Let's break it down. So it wasn't my girlfriend. Well, she actually... Let me... We could... Tricky situation, huh? Okay, no. There's so many scenarios. Pretty much, I always end up getting fucked over. I'll keep it like that. And I only noticed that...
you know, seven years into this shit, like how shady shit can get. But, you know, one of my close friends, he, he fucked the girl. We were on a two man and this girl flew out here to come see me. Yeah. Right. And it hurt because I thought we were friends and, um, it hurt simply because it's the principle, you know what I mean? It's, none of these girls are ours. It's just our turn.
You know that whole saying? But my nigga, if I showed you these Instagram messages and you know she's coming out here to see me and I got her friend here for you, we go out, boom, boom, boom. Yes, he's a cloud chaser. So typically cloud chasers, they're the type to like homie hop. You know what I'm saying? They don't want you. They want the lure. They want the aura. You know, all that shit.
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Chapter 4: How does Cousin Jay balance partying and networking?
Before, there was some more. After, it continues. The journey continues. Damn. You know, once somebody wrongs you once, what makes you think they're not going to do it again?
Yeah, so I guess it becomes the question of at what point do you cut them off, right? At what point is it enough?
Oh, right, right, right. Right. And for you, was there a limit, I guess? Oh, there was no limit. I gave that person at least 100 chances. Damn. So you really wanted to make it work. Oh, did I? Damn. Damn. Shit. Yeah. Yeah. You're helping me realize a lot right now. No, I mean, I appreciate the honesty. I could see you really wanted to make, I think we know who we're both talking about.
We can move on though. I know it's a touching subject. Next question. Jimmy Gambles. Do you still talk to him at all? Yeah, he's a homie. Yeah? Mm-hmm.
Shout out to him for flaking a little once or twice. He was supposed to come on here? Yeah. I like him, though. He's a good dude. Yeah, that's Kyle's best friend. Met him at the 5K. In Miami or Vegas? In Vegas. Really? They did one out here, too. That's awesome. So you run a lot? No. That was my first 5K in 10 years. Oh, wow. I run a lot. Yeah? You a runner? Yeah, I run every morning. Okay.
Or going to walk or going to jog. Health is big for you? Yeah. Yeah, I know you're sober. You don't seem to do any... Do you party a lot? No drugs. I party a lot as far as, like, I network a lot. Because when you network, you increase your... Net worth. Oh, damn. Speak of bars out here, man. Oh, my gosh. Um... You're transitioning into music, you said? I would love to learn how to make music.
I feel like that's part of the reason why I started at Clothing Line, because I had a huge liking towards the lure of these artists in the music videos. They're telling a story.
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Chapter 5: What is the Dream Squad House and its significance?
visually you know and sometimes it may not add up to what what they're saying and this is that but it's just the vibe like i feel like cousin jay as a whole like personality is just a vibe so like i feel like that's just another way to express my vibe yeah so like maybe i will maybe i won't but who were your biggest musical inspirations Oh, Future's up there.
You know, there's this artist on the come up in LA. His name's Party Alone. You know, he has this song called Attic. I listen to it. It fires me up. Like, oh, he's like the next Juice WRLD. I love Young Thug. I love hearing fucking Lil Baby's Fire. Kanye? His music is fucking... The old Kanye. Woo! Graduation Kanye. I miss the old Kanye. I miss the old Kanye. I didn't hear the new one.
The new album he just dropped. I didn't hear it yet either. I like Life of Pablo. That's probably the latest one that I've liked. I feel like Pablo. Yeah. Yeah. I feel like Cousin. Yeah. Yeah. Shout out to Kanye, man. Going through his battles right now. Aren't we all, man? I feel like you go through stuff, but you always ask some questions to other people. Yeah. What you going through, my nigga?
A lot right now, dude. Let's talk about it. Financial stuff right now. Yeah. It's not cheap running a big pod, dude. It's not. How many episodes you shoot a day? I feel like you'd be- Today I had six, yesterday I had eight, but I film 750 a year, so that ain't cheap. Fuck no. You got to pay your employees and people that- Yeah. You asked me about my bank account.
I'm barely getting by myself right now, man. Shit. Hey, the side effects and the truth that people don't talk about on social media is how expensive it is to run this shit. You're pretty much doing a nonprofit.
I mean, people see these revenues. They think we're keeping a lot of it.
No, nigga. Pay my editors. And they're not happy with what they're getting. So then they get lazy. But it's about the bigger picture, my guy. But it's okay. You can leave me. You'd be appalled how much I pay my clippers and editors. It's more than me.
I barely eat, I'll just say that. You know? But I think it's important to be honest, because a lot of people look up to social media content creators or whatever you want to call it, influencers, and it's not an easy lifestyle.
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Chapter 6: How does Cousin Jay plan to support aspiring creators?
No, I'm telling you it's not, but it's, I think it's really worth it in the end. And I haven't reached the end. Like, I say this all the time, like, I feel like I haven't even started. So until I feel like I started... I got another seven years left in me. I've been doing it for seven years, more or less. But I've been trying to, like, get to it.
And that's why I'm creating, like, the Dream Squad because I feel like that's what it's going to be to take me to the next level and putting other people on who want to do content. I'm going to be getting them into streaming, doing YouTube, and anything they want, I'm going to be the person to provide that as long as they do... their one fucking job, you know. I don't make it hard.
I make it very simple. If you want to stay, you can stay. If you want to leave, you can leave. So simple. And I'm not the type of boss that's kind of like try to, you know, belittle you, you know, unless you prompted me to have to do that. And I'll consensually and, you know, I'll make it known, like,
behind closed doors with you and i before i like address you in a certain way like say for example noah who's my favorite editor now and my only editor he i fired him this spring break and before he even got hired and he's not hired yet this this month is where he's being tested again he has the next 30 days to post every single day on tiktok for me
We got to upload it at like 5.30 to 6 every single time. A quality, high quality vlog documenting the process of me getting the Dream Squad house. You're methodical with it. Yes. I'm not fucking around. I'll be speaking low so people don't hear me.
Lately, since I've been really focusing on the gym, instead of going once a week, I'll go every day now until I'm in the position I want to be or somewhere close to it. My stylist, we told each other that we're going to lock in in the gym every single day until we at least get the house. You know what I'm saying? Yeah. And the house, it's a pretty hefty down payment.
You know, the first and last month's deposit that you don't know about until you try to get yourself a house or apartment. And that's probably the reason why you can't get it and you got to move in with other people. Yeah. So I found the house that I want and I'm doing a series on YouTube right now or... Not on YouTube, on TikTok, because I'm banned on YouTube.
And the only way for people to support me right now is through merch or Patreon. Thank God for Patreon. But I'm digressing now, man. I'm digressing. No, I'm interested. So this house. Yes. Miami. You want to do it in Miami? Miami. Within 40 minutes of Miami. I'm not going to say the exact location, but it's in the proximity of Miami. And your whole goal is to get content creators. Yes.
And you want to Be similar to FaZe or what you want to do? Yes. I want to be like FaZe Banks. Like the East Coast FaZe? Yes. And I want to be like Steve will do it. I want to give back. I already do that. You know, you're giving back and you're not returning too much yet. I had an event last night. It didn't charge a single dollar.
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Chapter 7: What are the financial realities of running a podcast?
Yeah. Do you ever think you get too caught up in the social media numbers? Like your chasing never ends or no?
No, I didn't. I didn't pay attention to numbers until recently, like this past year. You know?
Yeah. Cause some people get like, like Jack Doherty, for example, like he's been on the show, but like, I feel like when you're live streaming, you're just trying to do crazy shit.
Oh yeah. I see that. Like I've seen a Jack Doherty party or whatever. I got invited to one. Um, yeah, I think it's hard for that kid to like focus on reality. He's too deep in. Yeah. He's like, he's kind of, no offense. I think he's cooked. You think so? Yeah. He just got robbed. I don't know if you saw that. Yeah. Is that real? Yeah, that's real. That sucks.
But I think he's like so deep in that he's cooked. I'm, I'm, I'm deep in, but I'm also like, Oh man. I don't know. You didn't build your brand off controversy and like... Exactly.
Yeah. Shock value. Yeah, yeah, yeah. That's the problem.
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Chapter 8: What advice does Cousin Jay have for aspiring influencers?
Because when you build your brand off that, then you got to keep doing it. Yes. Yes, yes. And like, starting that way and then ending that way is hard. Never ending. Look at Vitaly right now. Yeah, man. They end up on fucking cocaine and fucking... Well, he's facing prison time in Philippines. What now?
You didn't see this? Vitaly's been in jail for like a month. They're saying he's going to get five, 10 years in the Philippines because he's live streaming and pranking people. And, you know, Fousey's going crazy. Like, I think it's just a toxic lifestyle.
These streamers. That's sad. Yeah, man. You got to be careful. And I think the best way to be careful is by building a dial team. Yeah. Not fully yes-men, Fox. Because, you know, respectfully, I even told Kyle, like, he has a team full of yes-men. Like, not every single person, but if 70% of the team is yes-men, like, I think that could be dangerous.
100%.
You know. It gets too personal. Unless you're willing to get taken advantage of. If you're not, then yeah, stay away. You're always going to be less harsh on them naturally. You naturally going to fuck yourself over.
Right. You don't want to hurt their feelings. You know. Yeah. Who was holding Kyle accountable from what you saw?
I honestly don't know. I feel like he's very, like, he holds himself accountable. I feel like I could be wrong. Jimmy's his best friend, too. Like, he's pretty dialed. He's a smart motherfucker. You gotta be to build that brand from the ground up like that. Bro, he's elite. He's a man. Who are you still talking to the most from those guys right now? Either Jesse.
He just sent me a care package from Bloody Sunday. Nice. He's giving me every single drop. I get new clothes. That's dope. Just fire. I talk to... Yeah, mainly Jess. I mean, but he's not in now. Yeah. Jimmy. I talk to Austin a little bit. Matt. Yeah. That's mainly... Not Steve? Oh yeah, I talked to Steve. But, like, technically, him kind of, you know what I mean? Like, he's not on YouTube.
With the YouTube ban. Yeah. That sucks, man. They did him dirty. But Steve is one of the greatest guys I know. Yeah, they did him so dirty. I can't believe it hasn't been reversed by now. Yeah. Because they've unbanned, like, Sneaker and, like, Wave. Yeah, he's really trying to get on there right now. Like, I'm hot. The best hopes, best wishes for him to get on there. Like, he deserves it. Yeah.
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