GREG WHITMAN JOINS THE CHAOS | LOFT18, Business & the Story Behind It

What is up y'all? Welcome back to another episode of Coil Chaos. I am Brandon Coyle and I have a treat for all of you all tonight. Oh, this is going to be a good one. It might be a long 1 and it might be super deep, but we'll just have to wait and see how that goes. So I want to bring out one of my bestest friends. He's a brother. Ladies and gentlemen, please welcome one of the best guys I know, the owner of Loft 18 in Metairie, Baton Rouge and Broussard. We got Greg Whitman in the house and hopefully you shred it down here.

What's up, Greg? Apparently, the Beverly Hills Hotel. It it is actually that indeed I'm. Having flashbacks as we speak. Yeah y'all Greg's got a he's got a Hollywood history. That is something I envy, I guess. Please don't. So hopefully you all noticed, but if you didn't, I will point it out to you. Are sets new sign we got here, so starting to get a little official. You know, I don't know how many listeners I have, Greg, but. It looks clean, I'll tell you that. Thank you, thank you. You know, I mean, this was a nice.

ChatGPT design and everything. I mean, that looks like I paid big dollars to some marketing company. Is that if you're doing that, it's called ChatGPT. All right, So, yeah, this was actually very unexpected. But I've never is. I well, yeah, it never is. But you know, I'm glad your better plans got cancelled. I had multiple plans lined up and they all fell through and you were you. Were at least I was in the You were third. This. This this. But it turned out to be the best. Let me redo that intro.

I mean, my God, I just spoke the world of you, buddy, and you made me look like Apollo. Secretly it was top of my list. Yeah, well, clearly this is where you ended up. That's God's. Everything that's timing. Everything was meant to be. I mean, this came in today and you're here. This was God, thank, thank you, God we were able to do this. You know, so we have actually no format for this pod. You know, we're just literally going to wing it. And this is actually going to be a treat with how Brandon and Greg just get into some wild conversations.

But before we get too deep, Greg, why don't you? I said in the intro, I mentioned that he is the owner of Loft 18 and for those of you all that do not know about Loft 18, you're lying because of social media. And then why don't you give us a little insight on your business you built? Yeah. Well, you know, it's been 10 years locally, a decade, A decade, literally 10 years to the month. My birthday is on the 7th and and we opened I believe in September of 2016. So yeah, 10 years. We opened in Metairie.

The concept was driven around golf or golf fanatics and we were thinking how can we do a hybrid of hospitality with, with golf entertainment. And before we open, there was nothing really like it other than Top Golf. And so we decided, you know, an indoor concept, something that meld both, both of those worlds, F&B and then and then the simulators, which is at the time it was, it was a whole new technology. It was. Yeah, it was like brand new. I remember that. Yeah, I mean, we played on one. We were blown away.

And so, yeah, the concept, you know, came in 2016 and we put the plans together and God willing, we were able to to build the location on Metairie Road and from there. It's not an easy task is it to build out on Metairie Rd. Well, you got the old Metairie community. We, you know, we live there and. Must be nice.

Listen, I lived on Division Street, you know, right by Saint I, I come from, you know, humble beginnings and. Insert picture. Of all the relative location of where I grew up and where I'm at now, the community has been a big focus of everything that we've done. And you know, great feedback from the community and you know, obviously hospitality is a is a, is a, is a new game everyday. It's a tough. Challenges everyday and we see them and we deal with them. We we we push through. But ten years here we are.

We we had five locations. We went to Houston and then unfortunately that didn't work out based on the location and COVID and security and break insurance. And so we decided to cut. That yeah, Houston have to get it together, OK.

Houston has some great things. Though I mean, we're not, you know, 100% rainbows and butterflies here in New Orleans. But come on Houston, you can do better. But yeah, so, you know, 10 years here we are and pushing through it's, it's, you know, not the best economy, not the best industry to be in at the time. You know, people's pocketbooks, books are a little tighter, but. Yeah, we we've talked about that before. And then my father-in-law is also in the hospitality industry. So I mean, speak on that a little bit.

Like this is, you know, you just mentioned a decade in the industry. That is an accomplishment in and of itself. I mean, some places can't survive a year. So what has it been like? I mean, as a business owner, you know, you employ a lot of people. So I mean, obviously that has to come with some, you know, some stress, some angst. I mean, just give me some insight on that. I mean, I think that's interesting. Yeah, I know in the beginning few years it was a a learning experience 'cause I had businesses in California before and I wanted to, you know, make good on the mistakes that I had made.

And I went to Business School and I tried to do it all right. And you know, the books only teach you so much. And when it, when it came down to actually the day-to-day and, and managing people and building a team. And, you know, again, the hospitality industry, you're dealing with customers and they're all different. They all have opinions and they all have something to say and it's about, you know, being able to to network and speak to people the right way, deliver the right experiences, hire the right people.

That's been the biggest challenge for sure. And that. Industry, yeah, employee retention is so difficult. But I mean, I know first hand you do a great job as a business owner with creating the culture. I mean, I come from a pharma industry and that's huge. You know, when we're at our meetings with the entire company organizations and creating a culture, making a job, a place that people want to show up for and want to be at is, I mean, that's I think a huge part of the success of, you know, any establishment.

So kudos to you. You do a good job of that. I mean, I'm sure you've had to weed out a couple bad ones over the years, huh? It happens and unfortunately it's happened. You know, you live, you learn to grow and I like to, you know, not pride myself, but try to live by my character and how I deal with people, whether it's business or personal. And sometimes the personal gets in the way, you know, and for sure, unfortunately, you have to find that line and that separation and, and doing so decisions have been made in in different ways.

But you know, I'm proud of what we've done and how far we've come. And I mean look at where y'all have come. I mean, so everything happens for a reason. Exactly, you know, and my partner Ty, who a young buck when, when, when we hired him and, and he's, you know, flourished and grown and become my, you know, protege somebody that I, you know, when I was younger. I wish. Oh yeah, he has to view you as a mentor. Absolutely. I mean, I have those in the in my industry and I am never embarrassed to say, you know, describe someone as a mentor.

I mean, I think that's a a huge compliment. And I think Ty, I mean, we make it, we make it the joke just now we presented. But I think he would definitely probably echo that same comment. Yeah, I mean, for me, it's my father, you know, he's been a big, big influence in my life and inspiration and somebody I can talk to daily. And, you know, for Ty, when I saw him, a lot of the things that in my 20s that I was dealing with, you know, I saw similarities. And I thought, you know, he had the energy, he had the the the wherewithal and and the the go get it mentality.

And I said, you know, I need to take my late 30s approach and give it, you know, at that time, you know, and give. It to share some of the knowledge. Yeah, and and over time it's been a it's been a a great, great road. And I think he's come such a long. Way and he definitely has he's. Been at the helm of the day-to-day operations. You know, by no means am I not at every site physically on the day-to-day, but he makes it a point to do that. And, you know, the teams, you know, see that respect and most of our teams are young and he's young.

And I think that's a. That's a big component of that. Yeah, I mean you want somebody young, not looking, you know, just countdown the days till they can either go to the next job or retire. I mean, you have to have, especially with a brand new business. I mean, the culture that you make like, like he said, I've told you this before setting the tone. I mean, especially in your role as the owner and you know, is huge and you got lucky. I mean, Ty is a great guy and I've seen him from start to now.

I mean, you're doing good, my boy, you're doing good. Yeah, and a lot of it for me was like in the beginning, I was in the nitty gritty. I mean, you know, serving and dishwashing and cleaning and Bart, you know, I wouldn't say bartending. I did. Did not know how to make. Oh, wait, I think before you continue, we have to like let everyone know. So Craig is saying all of this and I need to ask this question. Prior to owning Loft 18, had you ever had any experience in the hospitality industry front or back of the house?

I mean, you're talking about cleaning dishes like so this is I'm just trying to get perspective and paint the picture of this guy cleaning dishes busted. And I've seen him like that scored bottle, like rub it all up. You know, he does a good job, but it's just not what everyone would picture or expect. So, I mean, that's wild, huh? Yeah, no, I mean, for me, the only real service experience I had was I worked at Smoothie Smoothie King for a couple years and then. Lakeside Mall A. Couple of different.

Locations. And then I applied at, I think it was Bennigan's at the time. On vets. On vets. Yeah. And then I. I literally I like the Walmart where it is now. And I passed all the training and then it got down to bringing out the trays and holding the trays and I just, I lost, I lost the nerve. He is an athlete though. I mean, you know, former former athlete, star rubble football player can't hold it. God damn food tray. Jesus, buddy. But, you know, look, we're all the same people, right? You know?

Are. We actually, no, we're not. I mean, no one is the same to anyone. I'm a triplet. I'm not the same as true Eric or Chris. Yes, I mean that's that's actually a perfect example for that comment, you know, or question like, oh, are we like that's real. Uniqueness. I am a genetic anomaly. Yeah, yeah, where? And maybe my family's just anomaly. Maybe the coils are just a one off and not the best example of that, but you get the point. You know, if you were like another set of triplets, I don't know any.

Yeah. So, yeah, back to the business side. So Greg, you know, you're learning the industry basically as you're building your brand. I mean, cause Covid's coming up like in your near future at this point. And so like, what got you through it? Because I just know how anxious I get as, you know, I get anxious. So I mean, could you imagine me in And then I think so deep into things like, Oh my gosh, got all these people their livelihoods like, like, what is that? Like I've always worked for the man.

Yeah, no, I think for me it was you brought up COVID. I think that was a a pivotal point in a lot of ways where, you know, not only the world was dealing with so many different things, but personally, I had my first child, me and my wife had my first son, Weston in 2020, right in the middle of COVID. And the beautiful part was, was that we got to step away from it all and be with him at home for months. And it changed my perspective on things, as any father and mother would tell you. And, you know, I think it was from that point on that, you know, it was a slow and gradual, you know, perceptual change that what's important in my in my life, you know, you know, chasing this dream, the business, you know, the money, this, that this and the grind quote, UN quote to let me slow this down a little bit and appreciate what's in front of me.

You know, this, this little human, you know, and stepping out of myself and saying it's not just about me, you know, So it was a metaphysical kind of experience looking at something else and being like, wow. And then knowing that, you know, I want to do everything best for him, for my family. And then having another child, you know, two years later and it's just been the steady growth of, you know, what I thought were priorities to shifting those down and putting things that are more of substance above, above those.

And I think, yeah, my, my, my dad always preached balance. You know, the, the key to life is balance, he would say. And I would always be like, yeah, you know, but never really understand stood what that meant. I I still know that's probably one of my biggest. I don't know at this point in life is struggles is finding the a balance to just do it all. So like kudos to you and I actually totally forgot about it. Wesley was born. I mean, I remember you calling me from the parking garage being like, I don't know if they're going to let me in.

I was like. Crap, I didn't know if I was getting. That dude, that's crazy. Like I mean, but that's like, that's everyone's code. Like it was such a curse and something new and scary for everyone. But then like you said it was you found like a blessing and my blessing was very similar to yours. We had Carson, he was pushing 1 and I always said like, just, you know, on my own accord, like I'm sure I'm going to miss, you know, his first steps. Is that the other? Because my territory was the whole Gulf Coast.

I'm driving to and from Florida. So I'm sure he'll take his first steps, say his first words when, you know, I'm on the road, not there. And we had, you know, we were very fortunate, still held a job, had all of this time with my baby Michelle. And it was just definitely like the silver lining. Such a blessing in such a awful like chaotic. Yeah, I think it was one of the probably for a lot of families in that time, newer families especially, you know, subtle blessings through it all was was being more intimate, you know, being at home.

There were downsides to it, but there were also plus sides. You know, yeah, I mean 100%. And being able to, like, acknowledge that I think is pretty difficult for people like, you know, looking back, like everyone's resentful, like bitter about, you know, the whole COVID situation. Everyone suffered, obviously. But then no one can sit there and tell me that they did not get some sort of small or large benefit from COVID, I mean. Depends on who you ask. I mean, they were the isolated individuals that had mental ill illnesses to begin with or borderline that certainly it took them down the wrong way which.

Right. I mean, that didn't help the situation. No, but I'm I'm saying you know, to each his. Own well, maybe I should say everyone had the opportunity to benefit from it in different ways. Yeah, yeah, personally, professionally, I mean, my that COVID year was the best year of my career. So like, crazy to say I'm like doing pop up drug deals in the bag, like, you know, not like pharmaceutical drugs. Not ironically for for the Metairie location, Unlike Houston, we saw a lot more influx from new customers because of people leaving downtown.

So people started coming to Metairie Road and trying. Because they had their restrictions were the restrictions. In New Orleans were a lot more tighter than Jefferson Parish and we saw the benefit of that. So yeah, it was ironic in a in a lot of ways in that way. Well, I, I want to go back to the we, I want to touch on balance with you because Greg is great with kind of giving you a different view and look on a topic. So I want to touch on that. But I also like want to know, I'm curious, just 'cause you got me interested in the business side with the influx of business, like during these, you know, New Times that we were in with COVID, what was it like, like, And do you remember like, 'cause I feel like the economy was just almost like a light switch and it was booming.

And then all of a sudden, like everyone is, well, when is me? We're broke with that. So I'm like, 'cause I. I don't even remember, like, what was that moment like for you? Because I feel like it hit everybody kind of at the same time. Yeah. From a. Business perspective it the the shock was the restrictions, the regulation, especially in hospitality was the six foot distance, the masking. We had to have these plexiglass screens up in front of host stands. And is that all out of your pocket cost to you like to be forced into, you know, having these guidelines require, you know, new items or, you know, structures, whatever.

The limitations certainly hurt sales because it was occupancy issues and airflow and you know, people were afraid to go out and about, you know, so we have large parties and events, 30% of our revenue is based on that and there were no large parties. In the events you know so it. Was like 2 top here and then 6 feet from here another. So it was. It was very strange. An elevator probably needed to be graced up every Now it might. Have even been shut down I think yeah I don't even remember but elevators probably were not even being able to be used I. Still noticed people when they 'cause I'm in and out of elevators all day with my job, I still and it I sometimes laugh out loud.

People like especially and sometimes maybe like the older elderly ones, like if if a fifth or sixth person walks in like they are stepping up back against the wall and like it. It just makes me chuckle inside. Not in their face, but I. Hate. I hate elevators. So, well, at least we survived COVID. Well, hopefully we all did. And hopefully we can now look back on that situation and laugh at it. You know, I'm hopeful that you all, and you all listening had, you know, a weird process of wiping your groceries off before you came inside, laying out towels on the counter like Michelle and I were.

We were committed and we were. We got wild with it like it was. Yeah, I'm not going to share all of that because I would. Definitely like sewing the bags. I mean, I think people got addictions to disinfectants at that time. Like it's crazy. They probably reformulated them now, but to transition from COVID to we were talking about balance earlier and you said your dad gave you great advice and said that basically balance is the key to, you know, having a good life and experiences and whatnot. I especially now my ADD has gotten worse as I've gotten older, you know, I now have three children instead of 1.

I have a different job now married like, and it's but it's so difficult for me to be able to just find the balance and make myself not have any regrets missing out on things. And I know that I probably have where, you know, even small moments. But yeah, I mean, give your brother some advice like. Well, as I've tried too many times and many talks like this before, ironically, we're sitting here on your podcast, which you know. Just needed the lights and the mics and the Polo Lounge, you know? For those that, you know, maybe hating on the situation, I think it's a it's a good thing because I think you have a talent in speaking you.

You've been vocal your entire life, obviously, but it's a channel and it's an outlet that I find for you if, if done the right way, could be very fruitful, you know, and rewarding not just for yourself, but to get insight from people and to, you know, let other people see your world and other people's world that that's what podcasting does in general. I love listening to various podcasts as most people do, but I've always told you I think you have an an an niche for it and a talent for it. I'm I'm watching it right now, which is.

A kind of long, you know, we got this light these mics, but like I so if me as you know, a, a bestie of brother, like what would you tell me that 'cause you're right. This having this platform, you know, most people probably wouldn't say like, oh, I'm having a difficult time finding a balance, but I'm doing this. I mean, I need talking points and you know, conversation pieces, but it also I have had that thought that this is definitely making me like re evaluate, you know, after this conversation and this these pearls you're about to drop on me.

I'm sure I will have a little bit more balance in life, but I mean. Well, I think balance is a spectrum of different things and you can fill in that work personal, you know, family, all these different things. But in relation to the podcast specifically, it's a form of art, believe it or not. You know, people can hate on it and say what it is, but just like music, painting, sculpting, woodwork, all these different things, this just happens to fall within a digital medium which is over saturated in this world right now so.

I know I'm not gonna be Joe Rogan. No, but I think I think for you, just like things are for me, it's an outlet, which that's what art truly is. It's an outlet where inside of yourself you feel like you have to speak, whether it's through a form or through your voice or through, you know, your hands or through anything. Art is, is an expression, It's a creation. And I think not only are you releasing something within you, but you're also having a form of, of therapy through it. So whether it's listening to yourself or hearing the things that you're saying, it's a reflective method that can be clarifying and inspirational in different ways.

And I think balance, I mean you can go down the line on work life balance or you know, you said ADD no. But but they all tie together and it's because when you have, you know, family, obviously that is number 1 and most important. But well, we can't sit here and say that, you know, we can't sit here and say that family. Yes, it is number one. That's that's my view. That's how I I like to think that I perceive and I wish I did a better job of living that those words. But if you know your job, that is the the way you provide for your family, which are the experiences, which are, you know, being able to provide is eliminating some sort of stress.

Because if you're doing well, you have a job, the financial burden and, you know, black cloud that a lot of people experience is not there. So that helps you, which affects your, you know, attitude, personality. I mean, people probably think they are bipolar and it's probably just they just haven't I guess found a way to balance it or they just need to get their stuff together. Well, money. I think money provides comfortability, but it does not relieve stress. No, definitely. I don't think that those.

Are two different factors and I'll, I was saying before you said families number one, I said I disagree. And my point being is that for me, I think God is number one, family is 2. And then from there the the tree falls. But I've learned over the years, 'cause I think we're similar in a lot of ways. The OCD, the control, you know all. The self diagnosed OCD. Well, you know, I think stress anxiety comes in different forms. And for me, I've, you know, I've battled with anxiety for years and I've realized I had to find a way to OfferUp, which was #1 the fear, which creates the anxiety and then the control, being able to release that to something other than myself, to say, you know what?

It's out of my hands. And the balance comes from being able to step back, take a breath and just live life and let it happen in the moment. Live in the moment and don't worry about tomorrow because tomorrow's not here, right? Don't look on the past because the past is gone. This moment is all that truly matters, you know, right now, that's it, and then it's gone. Right now, that's it and it's gone. And you're 100% right, but it's just my struggle is I'm always just so in my head and out because in our conversations, we've had this talk before.

I'm like, well, always looking in the what ifs and the I mean, And I always will recognize it when other people do it, but forget that I do it. You know, I'm worried about like a potential outcome and it's not my current outcome, which is just another thing to add to the list of my of my things to do and work on. Well, that's that you're not alone because we all live in our own heads. And you know, I cannot tell you the the thought storms that my brain is going through and I'm sure everybody deals with, especially nowadays and.

Then being a parent too. I mean, that's like. That's part of it. I mean it's all relative to your, your balance, right? We talked about balance, but I think one of the things I've realized I've I've in the last three years, I've had a hard pursuit on self help and spirituality and finding these answers 'cause I, I needed help and a lot of it was, look, I'm not my own thoughts. You, you brought up thoughts and just the simple fact of realizing that if I have a thought, that's fine, but that's not who I am.

It's being able to stop and say, OK, I'm going to separate that, let it go. I'm not going to attach my identity to that thought, let it pass and then go on to the next thing, you know. So being able to parse those things out I think stops the worry to a certain degree. You you call it out before it and it envelops you and you have a million thoughts running in your. Head well, and that's the thing though, so if you don't mind sharing what it is that you do or you know, do you is there some magic, you know, pharmaceutical drug?

But like because it's easier said than done, obviously. Like, I mean, you know, me, I go from zero to 100 and so when I'm on the way to 100 and that's in like one second, like what can I possibly do? Or like, you know, what is the suggestion that I can, you know, stop and I guess think about that moment, my feelings Like what, what can you offer as a form of? Yeah, I think everybody is an individual case, but the route for me I would always offer firstly is that you have to OfferUp to a higher power.

I know a a even bases their programs off that and I think again, releasing something to something other than yourself starts with taking something off of your own identity. Secondly, from there, and to me, like I said, that's God, that's Jesus and being able to pray and and ask for support, ask for that help. Firstly, because we cannot do this life alone and even with a spouse, even with a friend, you still are in your bed alone at night with your own thoughts, you're waking up with your own mind.

You have to be able to build the strength in your heart and soul just like you do with your muscles, right? So there are techniques that you have to work on day-to-day and grind it out. It's not going to happen overnight. And you have to find those little things, those little techniques. And I can discuss techniques, but for me personally, I'm just personally speaking, I had to grind it out day-to-day, whether it was the wristband snapping every time I had a negative thought, whether it was journaling, whether it was.

I remember sharing that. That was it. It makes sense. It was like you look at it for the first time, I hear it and it's like the hell. He's like popping himself with a rubber band. But it's like, it makes sense. I mean, like, instead of letting yourself go to that place that you always go to get in that, you know, headspace, just if you can get, you know, actions down, like when these I guess feelings, emotions, thoughts are coming to you. I mean, it does it takes you out of the the crazy. I guess if you want to just summarize it and get you, it just is the first step in being able to take a step back if that makes.

Sense well yeah, our brains have been wired to however we've been programmed over the last five 10/15/20 years. So if you're stuck in a negative loop, you're going to continue on that loop unless you break the chain. And so I think it's the first step of acknowledging that loop, acknowledging the thoughts, stepping back from yourself and again, saying, I am not these thoughts and being able to to take those and work on those, right. So without that step, none of the the following steps even matter.

But yeah, the wristband technique that that I learned in a book was simply every time you have a negative thought, snap that wristband because it sends a physical signal from your body. Just like when you get a pinch to your brain and you're rewiring your brain because your brain is, is, is it's, it's a, it's a, it's a signal, right? It's a, it's a signal that you send and, and you're going to retrain your brain like a dog is being retrained with a tree. You know, every time he, he smells something, he knows something's coming right.

So you're smelling fear every time and you're projecting the fears and worries, right. What's going to happen tomorrow? Oh God, I'm going to get in a car wreck or, you know, I'm with my kids. Well, you know what happens? You're projecting your, your, your creative imagination. The beauty that God has given us to be able to be so creative also can, can be our biggest downfall, right? So it's being able to harness that in the right ways. And the biggest thing of all the techniques I've learned that has helped me is when I get so in my head.

And so like, what if this, what if this? And I'm like, my heart's palpitating. I'm like, the biggest thing that I've found is that I, I, I start thinking about other people. And you don't have it as bad as. Well, no, it's just whether, whether I'm praying or you know, God, you know. Please help my mother-in-law that's struggling right now or you know, I can't wait to coach football tomorrow night and be with the boys. And you know, being when you start thinking about other people and getting out of yourself and getting to something else, believe it or not, overtime you're like, oh.

So then you just said, oh, getting to coach. And so it's not even because I think that that's a something important that I just caught. So it's not just thinking about someone who, you know, has it worse than you just thinking about someone else to where you're getting out of there. Yeah. OK. No. And I think that was a good call out because I, I mean, it's when someone hears advice like that and they hear Oh yeah. Like, you know, you have to bring yourself to this place. Like it can just be anyone you can think about your child that you just left you to go to work or so that's a yeah.

Don't think about yourself. And guess what? As long as you're not worried about you, yeah. 'Cause that's the problem. That's why when humans are alone, they go there craziest right? Like they, they put prisoners in in, in isolation tanks to make them go crazy. So like similarly, we are social by nature, but when our thoughts pervade our own individuality, we become obsessed about ourselves. And that's the problem that is is infesting the culture, especially with social media. But when you think about others, I think you're giving of yourself the service side of things, and you're releasing that that worry and that anxiety about yourself to someone else and to someone above us, right, God?

You know, right no, that that makes absolute sense. I it just what when you were just talking just now, I, I heard social media and it is dude. I mean, look, hello, we're doing this for social media, but it's just crazy that I will admit I love social media as do many people, but I'm also aware of the harm it's done and the potential harm that is going to, you know, happen to our society as future goes on. So I mean, you have your beliefs and what not, but then you're a businessman. So like social media is required by you unless you are just going to literally give it all to, you know, not doing anything that requires any sort of word of mouth spreading or promotion.

So how do you balance that then? I was in the beginning as a creative person, you know, I love photography, videography and music. And in the beginning with Lofty Teen specifically, I was taking photos and videos and concepts and doing all these different things. And over time, I was like, you know, not seeing the return from all the effort and then with the oversaturation of other businesses starting to do it and now seeing AI start to do it, the effort towards the business side of things, I think for me has diminished.

You know, Ty and I have a good combo of he handles certain things and I handle certain things. We have a good creative relationships and we see a lot of things similarly as far as digital media is concerned, or even print or billboards. There's so many different forms of how to get your business out there. Personal business is different, right? Like personal putting things out there, I think is a is a different thing altogether, which is a whole topic in itself. But for businesses, yes, I think you have to stay relevant without being thirsty, right And I think that's that's that's where it's at nowadays.

It's like just be in people's minds. I think e-mail marketing and SMS is just as strong as like putting a post out there, you know, some go viral, but. Because everyone receives their information differently. Like you have some people that are like, oh, I hate these e-mail blasts or text blasts, but then some people are. Like some people. Oh my God. Thank God for that, because I would have totally forgot about trivia night. Yeah, exactly. I mean. And then some posts that we've had over the years have had millions and millions of views, but like, there's no trackable return.

So, you know, yeah, it's general awareness of the brand. But, you know, every brand is different. And I think for hospitality, it's also different. You know, you got the high end places that are taking the food photos and everybody's having a party and it's like. Their content is a different Yeah, right. Exactly we've. Been through that phase too. Right, And I think people hopefully are at a place now where it's like we we know you can see, you know, it's all smoke and mirrors. Like, I mean, like, yes, this is my garage.

It looks great on camera but like we got a stack of pillows here like. You know, I think nothing will be in regards to social media, at least for the short term. They call it the uncanny valley where you cannot tell the difference between, you know, call it AI and, and computer generated videos or images towards what's organic and real. But I think regardless, even if it's AI, the messaging behind it, I can see either and a lot of people can feel it too, whether it's written or it's a visual or it's a photo or a video, there's a feeling that art conveys.

And when I talk about social media, I, I view it as art in a way, because that's what I like to look at. And I think there's a, a mastering ability in people, the good ones out there that convey messages in an artistic way that is organic and real and connective. And I think. That is, are you talking about can that be done using AI or? You can use, I think you can use it as a tool to that organic message, right? Like I've always said this in the past, like you can have a movie idea or a song idea or this or that, but like ultimately if the concept isn't there, then whatever's the end result is not going to.

Matter right? You could have the best lineup of actors all a list, but if it's a shitty script. Right. What am I trying to, to tell, tell you, tell you if it's visual, what am I trying to 'cause I, they have to see it and feel it or if it's audio, what are they going to hear and what is it going to touch them? And there's real science and data and, and, you know, information installed in that creativity. I think, I think there's a fringe of people that understand that. And hopefully that fringe gets bigger.

Well, I just, something stuck out to me that you just mentioned is that I think such a fact at this point actually is that businesses and business owners are actually just so like when it comes to the business side, they've just given it all to AI and so many people I can tell literally well. Chat GPD, something that they're providing back to me and they won't even take out the long dash and make it like a comma or something like and they're like not even proofreading it. Like I do use AI, but I think I write well.

Am I the best with punctuation? No, but I always proofread everything like I don't just rely on tech to, you know, be the display or representation or convey a message that I'm trying to get across. So that is probably something if you don't realize it, that it's happening, it is. And thank you for reminding me of that, Greg. Yeah, no, I mean, we all had the same kind of revelation and Ty and I as people that were doing the digital media for LOFT 18, you know, working on Photoshop and all these programs, hours and hours, editing and this and that.

And all of a sudden it came out and we were like, Oh my gosh. And it wasn't good at 1st and then it got better and we're like, Oh my gosh. And then it got better and we're like, but yeah, there's still a balance. Look, if it's an e-mail from Loft 18 about a trivia night, no, I'm not going to spend the time that I used to spend, you know, to make that. It's about prioritizing what makes sense. So I, I would commend and applaud all these companies that I see promos for events and stuff generated by Grok and and Chad and all these places like, yeah, why would you spend hours making a promo for an event?

You know, like it makes no sense. And then why wouldn't you take advantage of these tools like, I mean, unless you have a, you know, financial block that you can't, you know, join them and subscribe. But like you, that would just be a foolish move because that would be like you're no again prioritizing like. There's a distinction again, like if it's a flyer for, you know, a band playing at a a place, yeah, OK, cool. But if it's a a full video concept that you're trying to sell about a new this or that, like you got to take a little bit more thought.

Yeah, if you're launching a career on something or if you're launching a brand like and. Again, if you want to feel real. So even my son, he's 7, I will show him something that happened to me if I saw someone or saw this car somewhere. Oh, that's AI and I'm like, bro, it's really not. But so many people jump and assume that like anything nowadays presented that looks good is AI like So it it kind of bothers me like because someone who actually does their due due diligence and produces something amazing and just use, you know, chap GPD Canva as like to freshen it up and clean it up.

I mean. Again, I think if you use it as. A. Does that hurt business? Slash tool. Then you're going to, you're going to see more fruition from that. But if you're using it for everything, then it's going to become obvious. Maybe one day it's ubiquitous and and people can't tell the difference. But as of now, like there's still a human behind the message, right? Like so like you still. We got to get in on on that. The human thing, you know, well, that's I mean, that's a whole I get in my head about that, like, you know, this whole just AI replacing the human like, which I think is an absurd concept like, but we're going to get back into that.

We're going to take a quick break and then take a sip of water. And I want to make sure that this has actually been recorded this whole time that we're talking. And perfect example, what are we talking about? I've been in my head, if this is not recording right now and we've gotten all this good conversation, I'm going to be livid. So. It's OK. Craig's message resonated. I just had to start. You said Craig. I said Greg, he said, Craig, it's just because I need a sip of water, but I just haven't started to implement it.

And so let's see, guys, we'll stay live. It's still recording. Good. Yes, 46 minutes. All right, we're going to take a break. A new Persian drip. Sure. All right, it's all smoke and mirrors, people. It's show business, baby. So but let's actually hops subjects, let's kind of go back to the past a little bit. So oh boy, this is very comical that my garage is now in the year 2026 is a recreation of the Beverly Hills Hotel. I'll throw some pictures or something up if you know, editing goes well. So Greg is actually a previous and current.

He still is. He never lost his gift and title a producer, and he did that. For how long were you out in LA? 10 years. A decade. So yeah. Yeah. We. You want to name drop anybody for us? You know, I can get my girl Dumois to post it. Maybe you got some insights? I don't know current names at all. Me sorry. Any insight on like Brittany Lohan Diddy? What are we talking about now? Giving us some rapid fire, you know, BTS behind the scenes. Well, I mean, just most of my friends know, but when I was 17, I was graduating high school.

I played sports my entire life. I thought that's what I was going to do for the rest of my life. I was obsessed. But then later on in high school, I fell in love with music. I had always played music growing up, guitar, piano and had a love for it but. He does it all y'all like. I don't know. There's people out there. He has an album out that will link in the description and the dude literally created all of the lyrics, the music. It's a an actual talent so respect bro. Oh. Thank you and. I'm a fan.

Love the one with Jacqueline. I cannot wait for that live performance that I'm setting up. That you're setting. Yeah, remember I texted you and Jacqueline and said for my 40th, which is, oh, I didn't know, going to be here before you know it, this. Is breaking news. Well, he was definitely in the chat and I'll screenshot that and put that on the. Video. Good to know, right? Now, yeah, stay tuned, everybody. It'll be on Coil Chaos, the first live performance of Greg and Jacqueline Whitman. Tell me what's going on for that 40th.

But yeah, anyway, let's go back to the good old hills of Beverly. Growing up in New Orleans, I felt like I was in a bubble and I needed to escape. It's a small city, relatively speaking, and I had ambitions, you know, growing up what we had, you know, 1520 channels on our TV's and watching. Box. That's what I'm saying. I mean, Nintendo's like, I mean, we didn't have much, right? Like, so when movies were out, it was the biggest, biggest feelings and emotions. And I was obsessed with Hollywood as far as the production, the movies, the music.

So then behind the camera was more of your, well, like. It was everything it was, you know, you know, the glamour of it all was, was an enigma as a child growing up and I was always drawn to that and so. I. Started thinking, how do I get involved with that? And locally there was nothing. It was you're on the football team or the baseball team, good luck with that, which I did. But I always felt a little different than everybody else in a way, because I loved music and I loved that world. And I always told my parents I'm gonna go to UCLA and become an actor and like, what are you talking about?

I'm like, I just, it's like always it's. Like, the same, like, line that a parent would, every parent probably gives their child, like, I want to go to Hollywood. I want to be famous. Like, yeah, I mean, you don't think I've heard of that? Before, well, nowadays it's not that, which is strange, but it's like I'm just going to go in my room and shoot a video. But what was it like? Like when you you had these ambitions, you knew that there was something that New Orleans couldn't give you. I mean, was it the making the band?

Was that was that like the final, like, oh, I got to do this like, or you got a little taste of the lights, the camera, the probably craft services. Do they have a trailer full of snacks? The MTV, right? MTV when we were growing up was everything, right? It broke new artists. New, you know, TRL influencers back then, that's what it was, it was, it was, it was the influential movement of our time. And we don't quite have that today because it was a, it was a pocket and it, it was a funnel and it told you what was cool.

And I think that was the outlet for me and for, for that and for again, all the, the cable channels, it was like what shows are on? And I remember it was like the first reality show, which most people don't realize before Survivor and all these other things. This was like 2000. Who would you say is the first reality show? Well, it was making the ban, making the band. It wasn't. Literally, it was one of no, no, it was like 1999 or 2000 was one of the first reality shows on network TV. And I remember it was about putting together a boy band, right?

But at the time it was like In Sync and Backstreet Boys and all these things, you know, as a high schooler, I'm looking at these guys and they're shooting all these music videos and they're singing and girls are swooning. And I'm just like, man, like, that would be cool, right? Like so. Timberly. Well, I started. Learning your case, Ashley Parker, Angel. Well, I was, I was learning the guitar at home and I would go to like house parties and play the guitar for girls and like, that was kind of my thing.

And it's like girls are like, Oh yeah, they play the guitar and sing. I was like, yeah, like, cool. I got that reaction, that sing. I remember my baseball coach as a senior, he was like, I had made an error in one of the plays. He's like, man, you got to put down the guitar and stuff. So people knew I was. Doing it so you got to kick push back from it. I did, of course, I mean, because my, my, my focus started shifting. My whole life since I was six years old was sports, sports, sports. And then it became like music and entertainment and, and the shift started happening and I started researching.

That's when the Internet came out. Literally. I remember being in high school on the computers at the library, searching opportunities, acting, music this, auditions and this, and I was finding things. And my mom like took me to New York when I was 16 years old and I was. Just in New York. I auditioned for a a group and she's like you are not. Leaving out here group like. Boy band right she's like, you are not moving out here I'm like why they they. You like the Britney and Justin? I was like, I just wanted.

You're like the Mickey Mouse clubhouse. I just like, I wanted to do something right, like, and again, music was the heart of it. And then making the band happen and I was like, Oh my gosh, this is crazy. These guys are living the dream. They're touring, they're singing for girls and and. What? What should we give people like reminder of making the band was? Pre Diddy. Pre Diddy the. First, making the band, not the Diddy You're. Talking about making the band with Diddy, Danity Kane come up like no, no, no, no that.

Are you talking? No, no. Luke Perlman. Oh yeah. Oh yeah. I'm thinking, what is this show that you were on where like fans back to a So yes, OK. So that's where it all stemmed from, right? So I I was influenced by that and I was like, Oh my gosh, like the band was O Town. And it was like, oh, these guys are living their dream. They had a hit song, you know, and all of a sudden MTV, they were making these shows called becoming Britney Spears, becoming In Sync and they would take audition tapes and fly kids out around the country and reshoot these music videos and, and the whole the whole thing.

And I was like, my friend was like, you should send in a tape for for the O 10 when I was like, OK, so I literally I I was in my bedroom and I've had my. VHS touch up the tips before of course. And I had the VHS recorder. Literally on the corner and I filmed myself singing and I sent it in and a week later I get a phone call. My dad gets a it. Was that quick of a turn around? Well, my a week or two. Like. My dad gets a phone call and he's like some guy Steven from MTV called you. I think it was fake, he.

Was probably like shut up I. Was like, Oh my gosh. And then I called the guy back and sure enough, he's like, hey, this is, you know, blah, blah, blah with MTV. We want to fly you out first class to LA again. LA. I'm like, I've never left. The that was the first time I mean, went to Los Angeles. Never, you know, maybe travel ball, but I was like, they were like, we're going to fly out first class, stay in a hotel. Oh. Damn. And I was like, this is not real. I was 17 years old. And so they flew me out, sure enough.

And I get there and a guy in the limos waiting with my name and they film everything. I meet these. Other and especially at your age then because how old you were, what in high school, that was it. Might have been. Yeah, I was 17. I just graduated high school. I was still 17. That's crazy. And then we we shot the video on a yacht. And then y'all went to Malibu. Didn't. Yeah, we. Shot, We shot in the water on a yacht. I got sick, so seasick, but I still had function. And then I get home and I tell my friends I'm like, yeah, they're going to be playing on the MTV.

They're like, yeah, right. Like, you know, nobody believed me. I was like, I was like, I did this. And then sure enough, like I had a party at my house few months later and all of a sudden there I am on an MTV show and people are like. Was that that was you and Jacqueline's birthday? The whole stage in the backyard. No, that was a whole different thing. But and that happened and the buzz from it was like, Oh my gosh, I was working at Abercrombie and Fitch at that time. Like I and. Is he not the quintessential Abercrombie looking you know?

And imagine this guy with blonde tips. I mean, he couldn't write a better Lou Pearlman, you know? But yeah, that that started it. Then I was back home working at Abercrombie and all these places and I, I think I had stopped college at that point. I tried LSU and I was just lost. Me and my friends started a cover band. We started performing places and it was like, look. And was this this was in LA like sipes or no this? Was here? No, I did that and I moved home, back home. Oh, just talking about So you fast forwarded all the time at LALA?

LA was just three days and they and I flew back. Oh. I'm sorry. And then I was like, Oh my God, I got the bug. I was like, and then I met some people out there and they were like, you can live with me, Come stay with me. And I was like, oh, so I stayed connected with people, but I didn't move immediately. And then eventually I was like, I got to get out of here and I just, I took the way my, I literally got my, I told my parents I got to go. I got to try and I got my car. And this was before Google Maps or anything.

I had a big map literally on my car even though it was I-10 W the whole. Like little pins on it, like we just stopped, Yeah. Stop for gas here. Stop for gas. Here MapQuest printed out directions. That was it. That's what I used and I had a big physical map that my dad gave me and I lived. And you drove by yourself. Yeah. And then I lived in Hacienda Heights, which is maybe 45 minutes outside of LA and some interesting neighborhood and. On a wall, were you by yourself or you had? A No, I had a roommate.

Was this a rando? It was. Everyone you wouldn't. Have interim rando. It wouldn't be an LA story, like, unless you were born and raised there. If you didn't move there, did the road trip and then have a roommate. I feel like every person that's like, you know, that goes there has that. So I'm glad you had that experience. Yeah, so when did you kick the roommate out or leave on your own accord? Well, that's, that's a deeper story, but you know, as, as the stories will say in LA, there are a lot of creeps out there.

And I found out he was a creep and I met some. Hammers under the sheets, huh? I met some better people and moved into a better situation, but you know, situation after situation. Ironically, my 2 best friends that I became, you know, solid with out there that we had this whole movement with both of their names were Greg. My name's Greg. Greg Carney. Greg Sipes, right. So my partner. 'S name is Greg. I didn't know that. 3 Greg's so literally my my 2 best friends in LA were Greg and Greg. So when we would go out, it was literally Greg, Greg and Greg, and people didn't believe it, so we started.

You were a triplet we. There you go. So we started having to come up with nicknames, but we had crews and we were just. Wait till we get to Greg's. What? We were hitting the streets, we were going to the clubs. I mean, we had an apartment, a three bedroom apartment. I think we had like 8 or 9 guys living in there at one point with like 3 dogs. I mean. Right. That's like a Katrina Battenridge apartment set up. It was almost. Disgusting but you know it was fun and 1 was an actor one was this one I mean we all had our our dreams and everyday was fun and it.

Seems like it would be like a grind everyday like wake up like what can I go try to like get involved like? Yeah, and and and. That's a definition of hustle. Greg, one of the Greg's it just Yeah. Which one? Greg Carney, G Cowboy. It just so happened that his older brother and his two older brothers were in the music business and they wanted to start a company and we became a part of that. And they had a a music studio in Hollywood and we started an Independent Record label and had a rock band and, you know, an acoustic deck and, you know, a girl singer.

And I was just, I was the temp. I was the guy that was running and getting coffee. I was cleaning the floors. I was cleaning. Well, yeah. I mean, I wanted to learn. From the bottom. Now we're here. I think I was 1920 at that time and I was I was they gave me this one in little closet and a little basic setup. Here's your computer, here's a guitar, here's this and Start learning producing. But I was also sitting in sessions with like, Eric Benét and major, great artists, major artists that were filming or not filming, shooting music videos and filming and recording albums in the main room.

So this was a utilized studio for like people who were. Right in the heart of holiday artists. Yeah. And But unfortunately, you know, after year, that kind of fizzled out. I had met the other Greg Sipes, and we started making our own little stuff on the side. And then my partner Greg Carney decided, dude, why don't we try our own thing? And so we started our own studio, worked with our own artists. We. Started. Is that the hive? Well, prior to the Hive, we we, we had our own another studio in. Hollywood.

We started mixing up with Akon, Jesse McCartney. We had, we, we had friends, we had friends and friends, 'cause we would go to these house parties and clubs and just, we would just party man and like party equal studio, right? And eventually. We were like, we need something to help push this. And Greg had the great forethought to think, let's make a show. And so ironically, again, MTV became the outlet and we came up with this idea of the real life entourage. And so we pitched the show to MTVI. Remember being in the room.

I remember the show. And pitching the show MTV. And sure enough, they picked it up, following us 7 or 8 hooligan hooligans running throughout Hollywood. And tell who was on the show with you like it was it was a it was like a cast of people. It wasn't just Greg and the other two Greg's. You had what guys, girls, and. No, it was all guys, but they unfortunately, you know, to save cost, they wanted it tight. So they scripted a lot of the stuff and it was very like vanilla. Y'all's show was ahead of its time.

Well it was the same time the pills came out but they were like hyper scripted on like you and him are going to fight in this scene and then they literally made me break up with my ex-girlfriend on one of the episodes. Shame. I was dating Lorenzo Lamas's daughter, Shane Lamas. Like how do you how do you have bring that up? Hey, babe, so today call time is at this time. And then just so you know, we're going to be doing this, this scene, we're actually breaking up. We got we were broken up and we got back together because they wanted us to film the breakups.

Oh well that's how weird it was then. You should have said thank you for coming and doing agreeing to do this. You know it won't be as bad as the actual breakup. Well, unfortunately, I think we both got so drunk in the middle of shooting the scene that we wind up getting back together because of it. But you know, bless her heart, she's a sweetheart and. You know, now did the producers you you mentioned scripted, are they pushing drinks on you because the you mentioned the hills. The Laguna Beach cast has been vocal on podcast actually about the same thing.

So they were kind of trying to. So that whole. Crew the whole Laguna Beach. Crew we, we knew that we were friends with them. And again, like young Hollywood, this was like at the peak of that time. The due days. I mean, so all those people, you know, we, we kind of rolled together, had the similar circles and you know. Oh, y'all had Wait, you had Frankie Delgado on on the show with you, huh? Yeah. Yeah. So, yeah, whoever people, if you don't know who I'm talking about, Frankie Delgado is, he was a cast member on The Hills for a short bit of time and now he's like what?

Like he's he's hit that LA life. I mean, he's. He's a little story of starting from the bottom and making it, you know, as far as he did. It was a beautiful thing to watch as far as his growth for sure. That's crazy. I mean Spencer Pratt. Pratt from hair. I'm not doing politics, but I will say that Spencer Pratt, LA get it together, get it together. I haven't been downtown and I don't know how many years. Remember Perch? It's probably still there. It's the last time I went down there. All right, that's when I rant on that.

But but. Yeah, through all that, we had the show. Unfortunately, again, it wasn't done right in my opinion. A lot of people think it was ahead of its time. Well, no, no. That show would have crushed. We got cancelled after I believe 5 episodes. But the beautiful thing was, is that and Greg had the forethought to see it as well. We were filtering all of our products through there. So our music, we had a music label, we had a clothing company, we had a, a energy drink company, literally a logo for every company that we had.

We had a an indie race car we had. You had a race car. How did you get involved in that? Just Greg was a a genius when it came to Wheeling and dealing in networking and. Hey, it never makes a buck, I mean. No, it was like, look, we have this platform, we're gonna try to build these businesses and promote them through the show. And it was a great idea, but unfortunately the show fell through, so so did the products. Damn, I've ever had an energy drink. What's the name of that? Freedom. Freedom, yes.

So that's logo for that. Freedom united FU. So we literally were wearing black FU shirts and hats on MTV for the whole public to see. But it said y'all were. Small Print. Freedom United. Yeah, I do remember that. Yeah, that's crazy. But that all fizzled and I was kind of lost a little. Bit so yeah, after that touch on that if you don't mind like because that's like probably something I mean, how overpopulated is LA? If we have any LA listeners, I mean, and if not just God you I mean pick up go to LA.

You've literally like made it, you know, in the sense of you got your own TV show on MTV. Like that is not to be like downplayed, like whether it got cancelled, whatever you did what people spend years, some lifetimes to do, get a show based around them and. It wasn't at a cost. I mean, I remember growing up and being made fun of, which I was fine with, which I, I, I leaned into to a certain regard. But with the show, I remember when it was live coming home and people looking at me differently, I would go to the restaurant or a bar and people are like taking photos and stuff.

And I remember not feeling comfortable with that whole fame idea. And when I went back after time after time to LA and in meet, you know, amazing artist, amazing actors, amazing talents that were like God-given, I remember just being blown away and feeling like I'm going to just back up in the scenes. Like in the show, like I, I don't say much because I don't feel like I wanted everyone's fighting for camera time. I was just like, look, I don't, I don't see myself as anything right. I'm learning, I'm growing.

And when I met these amazing artists, I was like intrigued by them and I was like, I want to lift you up. And that's where the producer side, which the guys I was working with, Mike and Andy that were producing these artists, I learned from them like how to make people sound good, how to record them, how to find the message behind the artist. And I was like I. Want to guide them to like wherever that song? Like Prime Minister, Well, it, it wasn't just it was a brand back then, right? Like you had to be, remember it was like Britney Spears or this or that.

Like so like I was thinking in that term, like not only just sound, but look and feel and you know, music videos, right? So like for me, I found an artist, he was like a reggae pop artist, Greg Sipes. And he's still out in LA, my boy. He's dealing with some issues, but he's the voice for Beast Boy. He he, he makes his living off of voice over work. He's done a ton. Shout out to. Him, he's a good guy and we had a lot of fun together and we went on tours. We, we did a lot of stuff together and we made a whole album together.

And for me, I produced his album right. Like I helped put the music together and I helped Co write some songs and I, I was trying to prop him up as an artist. We did video shoots and photo shoots and went on tour and I had the book with the touring manager and I'm, I'm like 22 years old doing all this stuff. Yeah, I remember you and Sipes. And then wasn't Jacqueline in? Jacqueline was a my. Sister so y'all did a tour like yeah, that's. She was back, my sister. So you put that old tour together. We had timeline wise, you know, we did things with Sipes prior to kind of me doing my own thing.

So Greg Carney was also involved in a lot of that stuff. But then it all kind of came to head. There was a lot of different reasons, personal and stuff. And then I was like, look, you take the clothes and every energy drinks and I'm going to take the music. And then I went, I had a studio in North Hollywood and we called it the Hive, High Valley Entertainment. And that was six years of my life. And we started an Independent Record label and I hired producers, engineers, mixers, videographers, photographers.

I had a team of about 15 people. So anything an artist would want or need, you had provided. We wanted to be the new MTV, right we and this is when the Internet was was just being formulated to produce content to filter to the world. So Facebook. Facebook was prominent at that time, but Myspace was was kind of not, not relevant to the, to the music world, right? Like there wasn't a hub for independent content. And that's what we were focusing on. So we, we signed independent artists, we were working with local talent, and then we created a website.

It came to me one day I was going to the grocery store calledthewebsite.com. I was like, what's you know, in thewebsite.com? I. Can't believe I didn't think of this sooner. Well, it was like, I want to create a black hole to suck everybody in. And I was like, what is the craziest, you know, concept wise, like the website, the ultimate right? The it's a biblical term like so we created thewebsite.com and everything we did, it was music videos. We had comedy, we had signed comedians. We, we, we tried to filter in content, shoot it high quality record albums.

We did live sessions, live music videos, live everything. And it was building this buzz and, and we had this community. We started doing live events and all the people that worked with me, you know, my employees, my team, Jesse Schulman, Matthew Boss. Shout out Jesse. Brian Bolton, Seth Harden, TJ Rhodey, Christopher Eves. And when I'm naming these names, it's not it's not to say anything other than V Savani. It goes on and on. A lot of these people, after I had left LA, won Grammys, won Oscars, so.

Won like. Like So what we had in our 20s, while it was crazy and beautiful and the parties and this and. The parties in New Orleans were like on the levy and you were, I didn't know business. I'm like running these business meetings as a 25. You were rubbing elbows with all of the. People. Running like the LA business. World, but I was also unhealthy. And you were probably not as aware of like, holy crap, that's so and so. Like he's huge in the industry. I was aware. I just, you know, again, like it was like the environment.

Unfortunately, it it's a lot of people in LA, especially at times vampires and leeches and who can get what from each other. And I felt, you know, for me with the precipice was physical unhealth, but also like I felt like I was being used to a certain degree, which happens in life and happened more so in LA because it's more. Concentrated. Let me ask you that then, because obviously LA Hollywood has. What is it about LA Hollywood that I mean? Because time and time again you hear people sharing the same thing you did, taking advantage of people they either are seeking out, just using and abusing someone.

What is it about the town? Like you were involved in it? Like, why is it like, you know, so cut throat and like, I'm going to get mine, get to where I need to be. And then it's like, see ya, you have no purpose for me, you know? Yeah, I think for me naively moving from New Orleans, where it's backwards in a lot of ways and a lot of good ways, where good old boys and girls and like, we trust people. I went out there so innocently and was just blindsided by multiple situations. And the goodness in me was tainted in a lot of ways.

And I had to fight through those demons in battles. But, you know, it's it's it's a it's a different market. It's, you know, 30 million people, right? New York is very similar in that sense. And back then in the, I think it was 2006 through 11. 20 years ago. Oh my. God, well, it was the peak of entertainment, right? The hub of where content came from was Los Angeles and New York, and I went from both. I was in New York and LA and London at times too, but like the content was in the fashion and everything was coming from those hubs.

Now it's different, right? With social media, this was pre all of that. And I think in a way we kind of saw the trend happening that way. And and that's why the idea for the website was at the time a little forward thinking. And ironically, Myspace had copied a lot of the things that we were doing. But you know, people were just trying to get ahead, right? Like, so like, you know, competition, just like in any industry, it's like they're going to do whatever it takes to get a top. And I mean, I mean in any form it comes to.

And I tell you, I, I, I saw all the different forms that it would come and the leeches, I think more than anything, because there were the successful people. And unfortunately, I saw a lot of them young girls moving in the town and young artists that were so fruitful and had such promising futures that just were leeched off of so many bad people. And you could see the energy of them just being. Sucked out, they just. Sucked out just. Completely drained. And from from money to just their life, their.

Hearts, probably. Drugs, alcohol and and influence and, you know, unfortunately that that was the world back then. 70s had a similar vibe, you know, similar with the 60s there there were certain movements, but the young Hollywood movement was certainly in the late 90s, early 2. Thousand I mean our our young Hollywood era. I mean we got to shout out the O GS. You know, Britney, who is just, she just everyone should be grateful for her and be respectful of the position she's at now. Paris, Lindsay.

I mean that those names, just saying the first names are, I mean, that's pop culture history. Yeah. I mean, it was in a certain regard because it was a smaller funnel. But like the way the world is now, like social media and all of like the popping, you know, pages or outlets that you know, are huge on social media are all celebrity driven. And I mean, yes, the paparazzi, social media news outlets has always been around, but like that those those three like second. Time, I would say more so the last few more.

So for me, Hayden Panettiere and Duvet Chase, there's been several that have died in the last five 6-7 years of. Friends.

I've been, I went to her house, you know, after parties. I knew friends that were very close with her. Davey Chase, the the girl from the ring, she was most prominently known from. I knew her since she was, you know, very young and she was, you know, 19 years old. We were hanging out at my house and talking and hung out many times, but I there's so many more, you know? That's crazy though. So the guy. Lee that played the famous Jet Jackson such a sweet guy on Disney and he passed away you. Know wait, you do him.

Yeah. I mean, I actually have a photo with him. He was in New Orleans one Mardi Gras and it was actually, I think right before he had passed. And I mean it's should I have been watching the famous Jed Jackson in it? Was a fun show. High school, it was a fun show because. Disney man could. I thought I was seeing things, you know, underage drinking what not and. Maybe it was where Nickelodeon was. One or the other. Yeah, I can't remember. What? But yeah, so many, so many young people that I saw and I I'm seeing that it took its toll and it it paid its price.

And I think for me, I, I came to a point I was 26, 26, and that's so young. And I was, you know, partying and doing the drugs and I started dabbling into mushrooms. And I remember we had some amazing times and then this one bad. The mushrooms, yeah. But this one bad experience. It was the first time I ever really experienced anxiety in a panic form. Maybe that's I I swear, I think things happen in life and it sets off something. Yeah, I mean, because I didn't have any of my anxiety or I wasn't aware of it until college.

Like I was so overwhelmed with the scale of the of the campus. Like the thought of how does anyone learn anything in classrooms with auditorium seating? Like I mean, and then you get into it and you see what it's like, but you being in LA like that, that's that's like the big leagues. Like I'm sure so many people were probably just like scared of like not just saying yes. Like I feel like L as filled with yes people. Yeah. And for me, I became one of those to a certain degree, and I became an enabler to a lot of people in a certain regard.

So you were the like, nice guy doing things for people, not so much like, hey guys, let's go like, you know. In a way, you know, I would host these big house parties, I would, I would throw these events and stuff. And I, I started partaking in some of that, you know, you know, whether it was cocaine or, you know, mushrooms and alcohol and certainly weed and all these things. But then over time it just, it takes its toll on you. And as a 2456 year old, it just built up. And I had an experience when I was 26.

I always say I'm 42 now, so there was my life before 26 and after because that experience changed my life forever and.

GREG WHITMAN JOINS THE CHAOS | LOFT18, Business & the Story Behind It | S1 E4

Liner notes