Business of HYPE: MSCHF

What is MSCHF? Who are MSCHF? Performance Artists? Streetwear Mavens? A bunch of pranksters? The only way to truly find out is to go straight to the source. And even then it’s a little confusing. But like everything else the collective puts out - that seems to be done exactly by design.
On this episode, host Angelo Baque (Founder, Awake NY) sits down with Lukas Bentel and Kevin Wiesner - two members of the enigmatic group behind the Big Red Boot, Satan Shoes, and 88 Holes - to try and piece it all together.
PLUS
Angelo speaks with Sira, a multi-disciplinary artist out of NYC and her mentor, Ebonie Ward - CEO of the management firm 11th and Co - about the importance of mentorship and how you can use the relationship to navigate to success.
This season of Business of HYPE is sponsored by Bulleit Frontier Whiskey.
BULLEIT BOURBON Kentucky Straight Bourbon Whiskey. 45% Alc/Vol. The Bulleit Distilling Co., Louisville, KY. Please Drink Responsibly.
MSCHF TIME CODE
00:00 Intro
00:44 What is MSCHF?
6:34 Breaking away from the art school to gallery pipeline
10:03 The origins of MSCHF
19:00 MSCHF’s collective artistic process
24:20 An affinity towards absurdism
27:55 Advice for the come up
36:33 The Mentor’s Mentor - Sira and Ebonie Ward - Sponsored by Bulleit
38:29 Navigating the challenges of being a young musician with a mentor at your side
44:09 Advice for young musicians
45:51 Paying mentorship forward
48:08 Final words of wisdom
Executive Producer - Kyle Reyes
Director - Jon Fusco
Producer - Alejandra Zelaya, Jenny Fu
Director of Photography - Julius Ignacio
Gaffer - John Izarpate
Grip - Rick Lim
1st AC - Brian Nguyen
Set Design - Lucy Hislop
Production Assistant - Tealoni Butler
Editor - Jon Fusco
Special Thanks
Sarah Schecker
Sophie Schieli
#business #hypebeast #fashion

[@andrethegrail]

Tech bro energy

[@JurijLozic]

So many more relevant questions for this guys, especially as they seem willing to share: tooling , production partnerships, financing...

[@meyb_lazy]

PLS BRING BACK JEFF STAPLES!!!!!!!!! NOTHING BEATS THE ORIGINAL EARLY UPLOADS! He knows his stuff and understand what the guests were talking about. He can relate and dig deeper into great detail of their stories...

[@toddkonrad2407]

Can’t help but feel this episode would have killed if Jeff Staples was still hosting. Dude’s previous interviews for Business of Hype were all solid and he knew how to get information out of his guests.

[@roenalaurice]

yeah why the presenter switch?

[@coldpressdesign3293]

Nah Angelo is a goat

[@BLEST1_LA]

Angelo just asked them how they meet and they couldn’t even explain a simple fucking answer 😂😂 shit couldn’t even finish this

[@willie_west]

This is what happens when the interviewer's mind is filled with "am I looking, sitting and acting super cool right now?", instead of thinking of anything remotely interesting to ask or interject to keep things rolling

[@makeit624]

this is straight up like one of the few contents out there explaining MSCHF in such detail

[@SugarDaddyScottie]

naw check out complex interview with them... THEY GOT WAYYY MORE IN DETAIL... this convo was too safe . we need Jeff staple back

[@Wesfits]

I love how they spent 10 minutes trying to describe what MSCHF is with the most ambiguous words and we still got nothing out of it when they literally could’ve said “we make meme products”

[@phillvilleskateboarding]

Bro!

[@mbamboshsanele6733]

TEDDY SANTIS PLEASE

[@MrLENrok]

Has anyone interviewed him on video?

[@stableproduct]

"BLOUSE & SKIRT"THAT A WHOLE 49 BLOODCLART MINUTES I CANNOT GET BACK,THE LOOK ON ANGELO FACE WAS LIKE HE HAD ENTERED THE TWILIGHT ZONE.

[@roenalaurice]

🤣 honestly. he looked bemused.

[@artmeetsculture]

Locked in!

[@Conceptualmiracle]

Angelo you blew this one…..

[@PeepGamePopoff]

Angelo was not ready for the jobs sisters 😭😭😭

[@danecaston2164]

This interview was super underwhelming. The host was 🗑️ smh I was really looking forward to this

[@robertreed558]

THANK YOU

[@SugarDaddyScottie]

I got absolutely NOTHING from this interview

[@Wesfits]

I’m 5 minutes in and I knew it was gonna go down hill when they had trouble describing their titles and what does MSCHF do 😂

[@bigheadsamuel]

this faux artistic savant doodoo these guys are spewing is about as bland as everything they make. listening to them speak vs any actual designer is like a 5th grader presenting a book report on a book they didn't read vs a professor lol

[@malachiroth-cohen805]

22:50 im curious about this because they said they work on something a year out, yet created the timberland boot x lv spoof around the same time as everyone else was collaborating with timberland (i.e LV, supreme, etc.).

[@tms3tunde]

Exactly!

[@ericonsocial]

Could be coincidence, or MSCHF could have heard through the industry that these collabs were in the pipeline.

[@agard.forever]

big brands use trend prediction softwares like WGSN to assess what to design / produce for a specific season. They have super accurate trend reports up to like 4-6 seasons in advance!

[@sjk7619]

Brendon Babenzien please!

[@thembisilepraise]

They do really cool stuff

[@Kingjames91]

I want to know where they got their initial backing… hopefully I hear that here

[@tomkaungsithu]

🎉🎉

[@darkmage123345]

whats zuckwatch password?

[@michaelkim7538]

Embedded Growth Obligations (EGOs)

[@cosborn]

Interviewer's head is full of air

[@chebhak]

Great interview

[@SM61778]

This is impossible to watch. These MSCHF cats are too socially awkward for an interview. And respect to Angelo, but he's a terrible host.

[@lorincnyulasz7579]

I was so hyped to hear mschf but i feel like they talked about nothing this was a really bad interview

[@sean9892]

They said nothing dude

[@sean9892]

I have to commend Angelo for trying to navigate this interview because these guys said NOTHING.

[@alexmaqueda1878]

🥱

[@deepmindeepmind]

Real visionnn

[@sorbeteroh]

1st

[@user-lm7or8bi6y]

I hate to be negative. And I just want to say that I have listened to every single interview on the Business of HYPE. And this was hands down the worst interview. Even the last few with this host are pretty bad. I’ve gained so much knowledge from other creators and visionaries with Jeff asking questions…. these interviews are very surface level. And the guy just seems like he doesn’t want to be there. Bring back Jeff staple

[@Corneliousssssss]

I get it

[@Traffi.c]

Snoozer

[@kozykev]

gentrification

[@njfresh8962]

Explain please

[@deereezy47]

Terrible interview , research the guest. They did their best, set is weird. Angelo is hearing not listening

[@yasinpatwari5311]

Worst interviewer Angelo...😅

[@jmydn2]

worthless watch. thanks tho

[@user-vj6li4lw1z]

This is horrible. WTF, mschf was a 10 and seeing this interview has brought it down to a 7. Worse than daftpunk electroma

[@TheeMaximus]

Garbage

[@roenalaurice]

one of the worst brands out. consistent shit design