{"id":122888,"date":"2026-04-15T20:53:34","date_gmt":"2026-04-15T20:53:34","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/04\/15\/why-refusing-to-change-the-format-led-subway-takes-to-viral-success\/"},"modified":"2026-04-15T20:54:38","modified_gmt":"2026-04-15T20:54:38","slug":"why-refusing-to-change-the-format-led-subway-takes-to-viral-success","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/04\/15\/why-refusing-to-change-the-format-led-subway-takes-to-viral-success\/","title":{"rendered":"Why Refusing to Change the Format Led Subway Takes to Viral Success"},"content":{"rendered":"

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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.\u00a0<\/p>\n

And host Kareem Rahma isn\u2019t altering the present\u2019s premise or format, regardless of how large it will get.<\/p>\n

\u201cI\u2019ve been all the time pushing in opposition to altering the present, in opposition to any new variation of it,\u201d he mentioned on stage at ADWEEK\u2019s Social Media Week in New York. \u201cI\u2019ve 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.\u201d<\/p>\n

To him, that\u2019s genuine to who you may see driving the subway in New York: \u201cYou possibly can go on the subway and see Ethan Hawke. Typically well-known individuals take the subway.\u201d\u00a0<\/p>\n

It\u2019s this dedication to authenticity that has made Subway Takes a breakout social media success. Rahma solely books friends he finds fascinating\u2014individuals he would wish to seize a beer with. His bar for good content material is, is he entertained?\u00a0<\/p>\n

\u201cMy filter is, am I having enjoyable? If I\u2019m being entertained, then I’m profitable,\u201d he mentioned.\u00a0<\/p>\n

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\u2019s not concerned about EDM.<\/p>\n

He has the same barometer for measuring success. Relatively than falling into the \u201cknowledge entice\u201d of metrics, which might \u201csuppress creativity and innovation,\u201d he stays centered on what motivates him creatively.\u00a0<\/p>\n

\u201cCultural relevance is basically what you\u2019re on the lookout for in success,\u201d mentioned Reza Izad, co-founder and co-CEO of Underscore Expertise, which reps Rahma. \u201cAre individuals sharing it? Are individuals participating with it?\u201d\u00a0<\/p>\n

Manufacturers make \u2018every part potential\u2019<\/strong>\u00a0<\/h4>\n

Staying true to the present\u2019s 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.\u00a0<\/p>\n

\u201cI wouldn\u2019t be capable to make the present with out funding from manufacturers, and I wouldn\u2019t be capable to then take a few of that cash and spend money on new reveals,\u201d he mentioned. \u201cThe model part of it makes every part potential.\u201d<\/p>\n

However based on Izad, retaining a \u201cinflexible construction\u201d is essential to profitable collaborations.\u00a0<\/p>\n

He described the best way manufacturers can have interaction with Subway Takes as \u201cvery, very particular\u201d: they’ll combine with the present\u2019s \u201c100% agree\/disagree\u201d format or co-develop a brand new content material collection with Rahma.<\/p>\n

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A latest instance is a partnership with Papa John\u2019s for the launch of a brand new sandwich. The video leaned into the present\u2019s scorching take format, with the query being whether or not or not it\u2019s OK to eat on the subway. Rahma was concerned within the inventive course of, casting comic and former Subway Takes visitor Zach Schiffman. It labored due to \u201cthe model being simple, trusting us, desirous to work with us,\u201d Rahma mentioned.<\/p>\n

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Rahma additionally co-created a collection with UPS known as Enterprise Journeys, which riffs on the format of his different present, Preserve the Meter Working, through which New York Metropolis cab drivers take Rahma to their favourite eating places. This time, he drives round in a UPS truck to native companies.<\/p>\n

\u201c[UPS] forged the drivers and selected the small companies, however I produced it with my crew,\u201d he mentioned. \u201cThey didn\u2019t make me change my gear or something, and that\u2019s why it ended up understanding.\u201d<\/p>\n

For essentially the most half, Rahma mentioned he has had nice experiences working with manufacturers, however they’ll miss the mark in the event that they consider creator collaborations as small or one-off investments. \u201cIt\u2019s both do it or don\u2019t do it,\u201d he mentioned. \u201cDon\u2019t do it midway.\u201d\u00a0<\/p>\n

\u201cIt occurs every so often when individuals decide to issues that they need they didn\u2019t, and so our job is to navigate by means of all that,\u201d Izad added.\u00a0<\/p>\n

However on the finish of the day, creators that wish to achieve success, each financially and culturally, need to embrace model involvement.\u00a0<\/p>\n

\u201cI all the time inform [creators], \u2018Manufacturers are the one individuals who have cash. Nobody has cash anymore. Simply reply to manufacturers,\u2019\u201d Rahma mentioned.<\/p>\n

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