Subway Takes, the Instagram account the place individuals share their scorching takes whereas driving the New York Metropolis Subway, has grown to greater than 2 million followers and booked A-list superstar friends like Cate Blanchett and Jason Bateman. 

And host Kareem Rahma isn’t altering the present’s premise or format, regardless of how large it will get.

“I’ve been all the time pushing in opposition to altering the present, in opposition to any new variation of it,” he mentioned on stage at ADWEEK’s Social Media Week in New York. “I’ve all the time been very aggressive about making an attempt to maintain the DNA of the present to be largely unbiased comedians, unbiased writers, unbiased filmmakers, unbiased fashions, unbiased no matter, with a few bonafide celebrities.”

To him, that’s genuine to who you may see driving the subway in New York: “You possibly can go on the subway and see Ethan Hawke. Typically well-known individuals take the subway.” 

It’s this dedication to authenticity that has made Subway Takes a breakout social media success. Rahma solely books friends he finds fascinating—individuals he would wish to seize a beer with. His bar for good content material is, is he entertained? 

“My filter is, am I having enjoyable? If I’m being entertained, then I’m profitable,” he mentioned. 

That always means turning down celebrities or creators, even when they’re well-known or have large follower counts. Just lately, for example, Rahma turned down a pitch from DJ Tiesto as a result of he’s not concerned about EDM.

He has the same barometer for measuring success. Relatively than falling into the “knowledge entice” of metrics, which might “suppress creativity and innovation,” he stays centered on what motivates him creatively. 

“Cultural relevance is basically what you’re on the lookout for in success,” mentioned Reza Izad, co-founder and co-CEO of Underscore Expertise, which reps Rahma. “Are individuals sharing it? Are individuals participating with it?” 

Manufacturers make ‘every part potential’ 

Staying true to the present’s model is particularly essential when participating with different manufacturers. However Rahma mentioned he was by no means hesitant about bringing advertisers into Subway Takes. When he began, he was self-funding manufacturing at about $2,000 an episode. 

“I wouldn’t be capable to make the present with out funding from manufacturers, and I wouldn’t be capable to then take a few of that cash and spend money on new reveals,” he mentioned. “The model part of it makes every part potential.”

However based on Izad, retaining a “inflexible construction” is essential to profitable collaborations. 

He described the best way manufacturers can have interaction with Subway Takes as “very, very particular”: they’ll combine with the present’s “100% agree/disagree” format or co-develop a brand new content material collection with Rahma.