One billion anything is pretty hard to wrap our brains around. Consider for a moment the number 1,120,759,876 – in minutes, that’s over 18.6 million hours, 778,305.4 days … that’s two-plus millennia. In other words, that’s a long-ass time. The number also happens to be the amount of viewed minutes Hoonigan’s Daily Transmission video series on YouTube has racked up over its first year of programming. If we may, that’s what’s called – in the parlance of our times – killing it.
If you haven’t seen an episode, the concept is brilliantly simple: invite famous car dudes and/or their famous cars to Hoonigan’s Donut Garage in Long Beach, Calif., and have them do what they do at Hoonigan – namely get rowdy (doing burnouts, jumping shit – that kind of thing). Capture said shenanigans on video, cut it into an easily digestible edit, then release it for public consumption – rinse and repeat, five days a week. As the number of viewed minutes suggests, the formula seems to be a hit
What the numbers don’t show is how DT is breaking new ground. We had a chance to rap with Hoonigan Media Machine Associate Creative Director (and former Super Street ed.) John Naderi at the recent Donut Garage open house celebrating the milestone, and the surprising thing he shared about the show is how fans of it are bucking viewing trends. In this age of perceived short attention spans among so-called cord-cutters, Daily Transmission watchers are there for the duration of the usually-over-10-minute episodes, and indeed feel gyped if Hoonigan delivers anything less than that.
To mark the momentous occasion of having some now 200-plus episodes of DT under their belts, Hoonigan invited all their friends out to the Donut Garage for an evening of wining and dining – or beering and tacoing, as the case may be. A bunch of the vehicles previously featured on DT were also in the house, like the AE86 EV, ex-Miata “ShartKart,” and of course Hert’s now back to rotary FC3S RX-7 Twerk Stallion.
We’d by lying if we didn’t say we’re just a wee bit jelly at Hoonigan’s success, but it couldn’t happen to a cooler group of guys. High fives all around to the posse – to get a feel of what kind of madness goes down on Daily Transmission, head over to Hoonigan’s YouTube page.