Renowned creator Adrian Per has established a sustainable business model centered on assets he owns and controls, rather than relying on views or platform-generated revenue. Drawing on years of commercial filmmaking experience, Per emphasizes expertise, generating stable income through his online education platform 'Content College' and various digital products. His approach offers a viable alternative to the burnout and financial instability often faced by many creators.
An Ownership-Based Philosophy Forged in Commercial Filmmaking
Filipino-American filmmaker and content creator Adrian Per is widely known as 'omgAdrian,' boasting 1.3 million followers on Instagram and 500,000 on TikTok. Despite a dazzling career that includes producing Super Bowl commercials, co-founding a production company, and contributing to Lil Nas X's 'MONTERO' viral campaign, Per sought a new direction after his father's passing and enduring 66 job rejections.
Based on lessons learned from years in commercial filmmaking, he built a business model that doesn't solely depend on platform revenue or viral videos. Instead, he shifted his focus to expertise, audience trust, and products he could own or control. This approach stemmed from his own experiences with financial instability, having juggled side jobs like Uber and DoorDash while running his company, and his frustration with the unrealistic content prevalent in the online video education market.
A Revenue Model Built on Authenticity and Education
Adrian Per founded 'Content College' out of a concern for the proliferation of unrealistic filmmaking education content online. Trusted by leading companies such as Adobe, Meta, HBO Max, and Microsoft, this educational platform provides practical knowledge grounded in real-world film set experience. Furthermore, he generates recurring revenue through the sale of digital products, including LUT packs and color presets.
His revenue model primarily comprises three pillars. Approximately 70% of his effort is dedicated to creating original content, though this doesn't directly translate into income. The largest source of revenue, occupying 15-20% of his time, comes from brand partnerships, followed by digital product sales. Per collaborates with brands like Adobe, Nike, Kaiser Permanente, and Mercedes-Benz, preferring to cultivate partnerships organically by consistently creating content featuring products and brands he genuinely uses and loves.
A Philosophy for Sustainable Creation
Adrian Per advises creators that expecting a stable livelihood solely from creative endeavors can be 'arrogant.' He warns that when creative work is inextricably linked to income, artistic integrity can be compromised, leading to a high risk of burnout. He does not recommend quitting a job to become a full-time creator, emphasizing the importance of sustainable creation with the analogy, "If making art is the cake, getting paid for it is the cherry on top."
Beyond his digital business, Per has personally funded and made public for free 7 to 8 cultural heritage gallery exhibitions, including one celebrating Filipino heritage. This demonstrates his pursuit of values beyond profit and his belief that 'investing good energy brings good energy back.' Adrian Per hopes that in ten years, he will still be creating content on his own terms, rather than what algorithms dictate, and continue to be a figure leading change in the industry.
