Practically Ranching
Join Matt Perrier as he visits weekly with interesting, thoughtful, entertaining individuals within the beef community. Conversations will inspire curiosity and creativity while maintaining the independent spirit and practical nature for which ranchers are known.
Practically Ranching
#69 - Dale Brisby, You Ain't No Cowboy
Dale Brisby is the self-proclaimed greatest bull rider who ever lived. You may know him from the popular Dale Brisby YouTube channel, the Rodeo Time YouTube channel, and other social media platforms. He also has a Netflix original series How to Be a Cowboy. In addition to his rodeo apparel line, he’s a bona fide rancher, cowboy, and rodeo rider who proudly lives the life 24/7. Follow the World’s Greatest Bull Rider on Instagram.
Links:
www.rodeotime.com
Thanks for joining us for episode 69 of Practically Ranching. I'm Matt Perrier and we are here thanks to Dalebanks Angus, your home for Practical. Profitable. Genetics. Since 1904. So what do you think of when I say bull rider? How about businessman or day help cowboy, comedian, devout Christian, Netflix film producer, apparel designer, FFA state officer, media producer, I would suspect that most, probably all, of these conjured up a little bit different image in your head. Or at least they would have if you hadn't already seen this episode's name in the title. Dale Brisby has figured out how to capture folks attention by using every one of these talents and presenting them in a hilarious method through short videos and shows and his apparel line. You know, I would guess that he would likely be pretty offended by the term Renaissance man. But honestly, that's kind of what he is. You know, I'm a fan of a Renaissance man and I'm a fan of Dale Brisby. So when I got the chance to sit down with this week's guest at the national cattlemen's beef association, cattle con last week, I was beyond excited. You know, Dale's buckle may say world's greatest bull rider champion this year, and that's exactly what it says champion this year But Dale Brisby is a lot more than that. Obviously talking one on one with this character is a bit different than seeing his character on Instagram or snapchat or YouTube or Netflix or the countless other media outlets where you can find him-- And if you don't know who he is, I would suggest googling him for A little taste of what it is we're talking about, but somewhere in our conversation, I went from being fairly starstruck to saying, why in the world? Didn't I think of this, you know, after all Dale and I do have a few similarities. His cahracter's, Dale Brisby, my ranch is called Dale banks. His line is just ranching. My podcast is practically ranching. Okay. Maybe we have two similarities, but still I like what he's done. I like what he represents I like how he entertains folks and after this visit, I love who he is as a person Are you gonna learn anything in this episode about cows or genetics or ranch management? Probably not But are you gonna enjoy Mr.. Brisby's perspectives on life and Entertainment and marketing and creating value, work ethic. Well Dale. Yeah
Matt:There you go.
Dale:Yeah,
Matt:We are truly doing some light to moderate ranching today on Practically Ranching here and I appreciate having Dale Brisby, the one and only, right here on the podcast in San Antonio, Texas. Your show
Dale:is called Practically Ranching. Practically
Matt:Ranching. That's funny. Not just ranching. Yeah, that's funny. Yeah, that's a cool name. That would make us like what? Distant cousins somehow. Yeah. Kind of cousins. Yeah. Podcast cousins. Yeah.
Dale:Yeah. Light
Matt:to moderate for sure. So light to moderate cousins. So the first time I ever heard of Dale Brisby... I am Fertility Checking Bulls and my vet says have you got a float for the Greenwood County Cattleman's Day Parade yet? And all of us ranches and businesses, it's a big celebration in Greenwood, in Eureka, Kansas. We usually have a parade and a float and I said no, we never put ours together until the night before. We haven't figured it out. How about you? Oh yeah! We're all gonna dress up as the Super Puncher.
Dale:Yeah.
Matt:This is like, 17? 18? I don't know when you released the first one. I'm like, who in the world is the super puncher? Oh, you haven't, you don't know Dale Brisby? Oh, you gotta Google him. And so, I'm standing there running the chute, she's fertility checkin bulls with us. And I am laughing my tail off. And that was like, when did you start? How did you start? When did you start? Why did you start?
Dale:Uh, well my first video came out in 2013. Okay. Uh, July 1st. And, but the, the super puncher video you're referring to, yeah, it was 2016 or 17, maybe. And, uh, you know, everybody that ranches, they know a super puncher. You know, they've got 19 piggin strings on the back of their trailer. And they might haul two ropes whenever they're gathering cows. One's for roping outside the pen, the other one's for dragging calves. You know, I don't know, just You know, they've got suspenders, and a belt, and cuffs, and chinks, maybe leggings on top of the chinks, Uh, a wild rag in July, like you never, that's a super puncher, you know, so, Uh, and that's me, you know, I'm the, the, the superest of super punchers, but, Uh, regardless, we all know a super puncher in the branding pen, and we all know a Dale Brisby in the rodeo pen, Uh, you know, so,, I've been a class clown my entire life and, and, uh, I love ranching. I love rodeo. I love the industry and, uh, I get to live that on social media, on Netflix, our show how to be a cowboy, Snapchat, Instagram, all the things.
Matt:So was it a conscious decision? Was it your class clown that just kind of took hold? Yeah. How in the world? Yeah.
Dale:I mean. I mean. I mean. We were prank phone calling people since, I think the first prank phone call was in 2010. So, 15 years ago. Dang, 15 years ago. Yeah, yeah. Anyway, and then fast forward, we made a video in 2013. Which was 12 years ago, obviously. Yep. If you're good at math. And, uh, No, we just, I just enjoyed making people laugh. And so I made a video and, uh, I was managing a ranch at the time and Make a long story short, and I did that for two years, and then, the company that owned the ranch sold it, and 2015 I went to work doctoring yearlings, for my brother in law. He ran a bunch of wheat pasture cattle and that was 2015, the fall of 15, and that was my last, uh, end of the, it was about May of 16. And he said, he's like, all right, we're about to start buying more cattle already, you know, and I said, man, I think, and his name's Chet Creel. My sister married him. He's the last boss I had and the best boss I had, but I said, man, I think I'm ready to go full time rodeo time. And I was rodeoing, I was actually entered at the time and going and greatest bull rider of all time. But of course. Yeah. And, uh, so that was, you know. My stream of income, but I was also making videos and I have my apparel line, which is Rodeo Time. Right. And it had a little bit of momentum because we'd been making these videos for three years, you know, summer of 2016, that is, and anyhow, so then I just kind of, I'd always been, everything in my life came to that moment in 2016. summer of 16 when I went full time, like my whole life had led up to that. The people that were involved, I mean, just, well, my ranching background when I was born, my dad, we lived at West Camp at the Pitchfork Ranch, which is right next to the four sixes. And then we moved to various places and he managed for most of my life. He managed a smaller ranch outside of Memphis, where he was also an ag teacher. And so I got to learn how to ranch there. And then I was in FFA. so I got familiar with public speaking and, then went to college and college rodeoed. And so I'm, you know, passionate about the rodeo industry. And my college roommate, also a fellow state officer with me, Peyton Holt was My college roommate then became my lawyer, and like all these pieces began to fall into place. Not to mention where the internet was in 2013. and I saw this opportunity, basically, to live the life I wanted to live, which was ranching and rodeo. And make funny videos, which was in line with my personality. I wasn't scared to get in front of people on camera or in person, which came from the FFA. And, my dad was this ranching cowboy, who also was a rough stock cowboy, and um, And an ag teacher. Yes. And so like all those things kind of came together to mold me for this role. Right. And God has just, I think God blesses us with opportunities. I don't think, you know, he's not a, he, he may not necessarily just put a fish on your plate, but he might put a fishing pole in front of you, you know? Mm-hmm It's up to you to use it. And, um, the older I think we get, the less of a factor that you can make work ethic, the more value you see in those opportunities. Right. You know, so if work ethic isn't something that's gonna determine whether you do something or not, the opportunity is now just this crazy blessing. Yeah. And that's what this has been, you know, cause it has been hard work, but it's also been a blessing. And, and, um, the internet is, it's, it's, it's an open market. It doesn't care. You know, like it's, you can use it for evil. You can use it for good. You can, you know, they don't care your intentions. Even our industry. Yeah. Talked to a kid last night and he was like, I want to start this brand where we give back to farmers and ranchers, but I'm just having trouble. And I was like, yeah, the only people that are going to share your brand are your mom and your aunt and your nine best friends. You've got to bring value somehow. Nobody cares that you have good intentions. Everybody at this conference is going to pat you on the back for those good intentions and tell you it's a great idea. But at the end of the day, if you don't have either just that quality product that can take off like wildfire or like a quality business plan, a marketing plan, I mean to market that thing. Nobody's gonna care. You gotta get in front. For me to sell anything to anybody, I first have to have their attention. If I'm gonna sell you a horse, first, I gotta have your attention. So the more attention you can have, the more opportunities you have. Anyways, I'm bouncing all around. I've had too much caffeine. It's at the end of the conference. But, um, my whole life has brought me to this opportunity. And, um, it's been a blessing to get to do that for over ten years now. Well, it is. I'll let you ask another question because I can just ramble.
Matt:Oh, that's, that's exactly what people, they don't want to hear me. They hear me every other week. So, uh, they don't get to hear you but once on this one anyways. But I just, it's amazing to me how you've been able to mesh all those together. And sometimes when we sell any one of those outside of the Christian faith, but when we sell that ranching piece or that rodeo piece, There's got to be some violence or some drama or some, you know, sex and rock and roll, whatever you want to say that goes along with it that you kind of grit your teeth if you're trying to raise kids and teach them some moral values. You've put them all together perfectly and shown that you can be all three, four, five, whatever pieces when you throw in FFA and public speaking and business mindsets and everything else. You can do all these things and be extremely successful. And still be that good person that you want your kids looking up to. Which is awesome.
Dale:You know, about the time we started making videos, there was a movie come out, Step Brothers. Um, with Will Ferrell. Okay, yeah. And, uh, funny movie. Not something you want a seven year old kid to watch, you know. But, when you watch that movie, uh, if If, if you've seen it, or maybe Talladega Nights would be another good example. There's a, there's some, what I call, or maybe a lot of people call it, I've heard it from somebody, but shock factor humor. Like it's funny cause you just can't believe they said that. And that, if you think about the internet, there's a lot of that, like you just can't, that's the humor in it is like, man, I would never say that. Well, it's low hanging fruit. For a comedian, I think there's some low hanging fruit like that if you're willing to cross some moral lines. Like you can make, and we run into it every day when we're writing jokes or skits, like there's routes that we can take where if we're in a locker room, this would be hilarious if we said this, this, or this. That would be hilarious. But we gotta remember this is an open internet and some people want their seven year old little girl to watch that. We're not in a locker room. And So I say that to say that it's much more challenging to reach the 7 year old and the 57 year old if you're going to, you know, treat it like, hey, we're telling jokes, maybe in the, not necessarily in the church house, but at least in the parking lot, you know, rather than the locker room. And so, um, as a comedian, it has, I, I don't think, I know it has slown our growth. Oh, I'll bet. Being clean. Yeah. Just a hundred percent. You know, because if you look at what goes viral on the internet. Oh, gosh. There's got to, people are using that, that shock factor and it, there's just so many jokes that you can make with trends and blah, blah, blah. Like think current events and, you know, and you see that with movies like Step Brothers, you know, like we could have gone that route. Had way more followers and way more money at this point now. I'm not saying I need a oh a hundred percent
Matt:I mean, you've done. All right.
Dale:Yeah, but I wasn't willing in the beginning to sacrifice those morals Yeah, I made the very first video I made if you go back to July 1st, 2013 is I did say Like three or four four letter words the d word the s word. I didn't know we were gonna put it on the internet I was making a joke with my friends in that room. Yeah, you're in the locker room. And, of course, we were going to watch it back, but I really did not know, he, my buddy Mitch Montgomery, they run a ranch up by Azle, Montgomery Property Ranches. Anyways, Mitch, about a week later, sent me a link. He had set me up a YouTube account and, uh, a Gmail. And he was like, here's the password, and it had that video on there. And after a couple of weeks, it had like 30, 000 views. Which wasn't a lot. But, for 2013, and being, you know, in our industry, that's a lot of circles for the, you know, rodeo. So anyways, fast forward, I was like, well, let's make another video. And I'm talking to my mom, and at the time, she was a second grade teacher. And we were making another video, and she said, well, can my second graders watch it? Hmm. And. I said, I, they can't watch that first one, but they can watch everyone after that. I'll be darned. It was my, I felt so bad because my mom as a second grade teacher didn't want to show those kids that first video. And like I said, PG probably in today's standards, not even PG 13, you know, um, and that first video now, now there's been a couple of times that. Maybe a few of those four letter words have snuck into a podcast or a story like, you know, we're in the ranching industry. So a lot of these seven year olds have heard their parents say much worse, you know, like don't, um, but regardless, my, my point is, you know, for the most part, um, I think that my core values and beliefs kind of shine through, um, there's also some moments where like, JB, for instance, smokes cigarettes and like, I'm just, that's, I'm more documenting my day with him and we definitely edit out some of the things that are said, but you might see him smoking a cigarette. That's just, that's a real thing that it happens as part of, um, and, and so anyway, to carry that thought on early on, like when my mom said about the second graders, I began to feel convicted that each. Video needed to be somewhat of a sermon or wrapped up with a turn into a scripture. And yeah, my accountability partner slash pastor, Jamin Roller, he pastors a church over by Plano now I think is the town. But Jamin was like, I don't, I don't think that, I don't remember exactly how he worded it, but basically it's like. It's okay to respect that God made me a comedian in the rodeo and ranching industry Who is also a Christian, you know, I don't Because I didn't necessarily want to be a preacher. I don't think I've got that credibility, but So anyhow, that's what I've I've just kind of respected that God made me a comedian in this space and that's what my content is so
Matt:well, and when you hit all those cylinders and Try to stay on the fringes that are just edgy enough to be entertaining and capture that attention, like you said a few minutes ago, capture that attention. You capture the attention of the folks going to church, and they learn a little bit about the western lifestyle and ranching. Capture the cowboys, and they learn a little bit about the Christian faith that maybe they haven't been introduced to. You capture, I mean, all these different segments, and you help all of them. And that's what, that's just awesome to me. There
Dale:was one guy that called me. A sheep in wolf's clothing. Huh. And I was like, I didn't know how to feel about it. You know, I don't know, that's not what I'm trying to do. Because I go to Vegas and everybody's just like, where are we going? Where's the party? Let me buy you. And I'm like, and I, I'm in bed at nine o'clock. Like, that's just not my, to be honest, like I've never had a drink of alcohol ever. Yep. And, uh, my dad did it and I just didn't want to, I don't mind people drinking. Right. And I used to not ever cuss, you know, I work with cows long enough that occasionally I might call a horse a name whenever he's, we've been there, we've all been there, but, but so those slip, but I don't smoke, I don't drink and I don't need a pat on the back, but basically like my lifestyle is one where I'm a morning person, my desires are, and, uh, but somehow I've come across as this party animal because I'm a little more, uh, blunt and I'm kind of the jerk everybody wants to be on the comedy side of things, you know, and I'm able to play that cocky bull rider because I do wrestle with, you know, my pride. And so I know the jokes to make. Um, but regardless, uh, yeah, he said, I think I can appeal to, I think that crowd because a lot of people see me as the wolf when I think I'm trying to be a sheep. I don't know how I feel about that, a sheep in wolf's clothing.
Matt:I think it's hilarious because to me it sums up exactly what I have thought from the first time I watched it. Well, maybe the second or third time I watched either that video or one of your follow ups because some of the funniest comedy to me is ironic comedy. When somebody is making fun of somebody else. Right. By doing exactly what they're doing.
Dale:Yeah.
Matt:And it's hilarious to see it. When we've all, like you said, we've all worked with that guy, employed that guy, worked for that guy, whomever. And I'm not sure that everybody understands that it's irony. Yeah, sarcasm. That you're portraying sarcasm. Yeah, no, they don't. They don't. Which is, even, makes it even funnier when people try to emulate you so they can be a cowboy.
Dale:Alright. Yeah, no, it's Well, what I've found, too, is that a lot of people that just are legitimately mad at Dale Brisby Ha! And they just legitimately don't like Dale Brisby. It's either one of two things, they either don't get the joke, or they are the joke, you know? Yeah. But I think once people understand the joke, it's like, oh, okay. They're in on it. Now, I'm not saying they all end up subscribing and buying a t shirt off of my website, but at least, I think some people can at least see where my intentions are.
Matt:So I saw you do one and I think this was on one of your Facebook videos or Instagram or something Not it's probably been years ago but you were helping a guy out with his rope and the branding pin and You said let me see that rope and you grabbed it. Yeah I mean how many times have we all been there right and I remember watching a guy that I think maybe I Don't know what's rumor and what's truth, but I think did you work with or for Craig Cameron?
Dale:Yeah, I spent a couple of summers there.
Matt:Okay, so I remember seeing Craig Cameron in one of his either horsemanship videos or that, what was it, cowboy, great
Dale:Yeah, Great American Cowboy Race or something, Extreme Cowboy Race. Yeah, that
Matt:was what it was. He had a guy in the round pen and this old boy was tuning on his horse and he had a tie down or something on him and he said, Hey, let me, come over here, I want to help you adjust that tie down. Pulls the tie down off the horse and pitches it over in the river, right? And your video reminded me so much of Craig Cameron Let me help you out here by just that side. I would just throw it away and that's funny that you made that
Dale:connection Yeah, Craig is Yeah, he gets that style of humor. Oh, yeah, and I was there when I was like 13 and 14 okay years old and I Didn't know the video you're referencing But, uh, I could see him making that joke. Yeah, mine and his humor are very similar. That is a, that is a ball of life. I love that man. Yeah, he, I helped him, I got to help him later, years later, with his YouTube channel. Getting that off the ground. He did that for, you know, about three years, but he's just It's a lot. Yeah, well, and also, you know, he's kind of got his thing figured out. Yeah. He's almost done. Yeah. Starting a whole new channel was, you know, he's He's, he's kind of already,
Matt:he's done it, done it.
Dale:Yeah.
Matt:Yeah. He was, he was the first guy. I kind of arrived at the horsemanship party late in life. I grew up with horses ranch there in Flint Hills, Kansas, went away for a while, had a few jobs, moved back with Amy and our one year old daughter's time, that was 21 years ago. And I wanted to be a cowboy and we had horses growing up, but didn't train anything, didn't have. One ounce of horsemanship. I got on I grabbed the reins. I just rode. And so my father in law actually Watched me ride the first time and I think as he is known to do subtly slipped me a horsemanship book and kind of a few hints and subtle suggestions and then he Maybe we took a couple young horses and he and I went to a Craig Cameron clinic in Kansas City. That's the first time I'd ever heard of Craig Cameron. And it was the coolest thing. And I was hooked. And that was when he was having his RFD TV show. And, you know, it was It wasn't before the internet. It was before ever social media and everything else. So this had been like, oh, 405 or so. And so I learned a bunch from him. I mean, he was my guy and that was about the time that all the clinicians were breaking wide open and everybody had theirs and they hated the others. And they all basically were teaching the same thing with their own little way of doing it. But I, I can see his influence in some of the things that you subtly suggest through humor and everything else. And that's, that's pretty cool. So growing up, did you go to Guthrie? Where'd you go to high school? No, we didn't stay there long. Okay, my dad had been
Dale:there for a couple years What years was he at the pitchfork? Late 80s. Okay. Yes.
Matt:I was in Fort Worth and had some friends out there in King County area and that but that would have been 10 years later. That'd been 97 8 9. Yes, sir in that time. Morehouse girls and Brandi Blodgett and
Dale:oh, yeah for sure. Yeah. Yeah, I know all of them yeah, we went, like I said, and bounced around and, and, uh, he, he did some wheat pasture deals and then, uh, later went to teach an ag and, and yeah, we, we wound up in Memphis for a while.
Matt:Yep. Greater Estelline area.
Dale:Yes, sir. Yeah.
Matt:Yeah. Don't drive too fast through there. Yeah. They've written plenty of song about it. So, Start in 13, 2016 everything's kind of ginning, coming together. When did you, when did you really feel like, hey, this is actually even bigger than I thought?
Dale:Or are we there yet? I'll let you know when it happens. I'm not saying, I'm not saying I knew it would be this. I just, I don't know. There's, there's, it just ebbs and flows. There's, there's, I go through seasons of times where I feel like I'm behind and then there's moments where I'm like, man, I can take a day off now, you know, and, um, right now it's, it's, it changes by the hour. I feel like rather than even the day, but I definitely, you know, there's, there's checkpoints. I can look back on that. Um, my struggle is the business side of things. So the apparel company is my, uh, Number one source of revenue and it's been what's allowed me the most opportunity to do everything. Um second to that is the sponsors Third would be as a media company. I also do Media for companies. I only do it for one Because I'm super expensive So that's because I know what value I can bring because I've seen it in my apparel company So like I've got sales to back up my work. And so when people want me to do that, it's like hey I will but You're going to have to pay for it because I know what it's worth. It's, it's not an arbitrary number to me. Right. Um, like that what this one company is paying me, uh, to be honest, it's a friend price. And for them, it blows their mind how much they're paying me. But on the other hand, I'm like, look, look at what I've done for me. Exactly. On my P& L over here. Um, and I'm going to offer you a taste of the same thing. Anyway, so that's the third way we make money. The fourth way, I guess, would be YouTube, which is another monster in and of itself, that YouTube revenue. But regardless, my business, savvy or lack thereof, I feel like has been a huge, my own roadblock in growing my apparel company, you know. Um, it's good that I've got my finger on the pulse of the brand, and, you know, everything's in house, and I can okay things quickly, but on the other hand, I am my own worst enemy, and I feel that, anyhow, I, I want to be in front of the camera, I want to do the marketing, and maybe one day there's an authentic partnership for, every day I'm almost like, that's my next video, someone come in here, partner with me, and help me on the apparel, or, somebody else's thing, Like, I partner on your thing and I'm the face of the brand, like, I say all that to say that I love getting to make videos and live my life on camera and, you know, make people laugh. Yep. So, that's been my constant, my, my recent, um, battle is trying to do more of that and less of the business stuff.
Matt:So, if money was no object, that's your favorite part? Right. Yeah. Yeah. That's what I figured. I mean, for sure. And that's what gave me the longevity
Dale:of, you know, because that's, what's moved the needle, but, and that's also what I love doing. Yeah. It shows. A lot of people like that kid that came to me last night who said that, you know, he's starting trying to start a brand, but he doesn't can't figure out the marketing. Well, he's the opposite. He wants to do the business, but he doesn't want to be on, on camera or anything, you know, and, That's a lot of people these days. They're, they're, they're more scared of doing what I do and what I enjoy, which is putting yourself out there. I
Matt:don't know. Well, you said it when we started, you said you got to capture their attention first. If you're selling a horse, whatever you've got to get them focused on you and what it is you're doing before what it is you're selling. And I think that's, yeah, it's chicken and egg deal. They go hand in hand. But yeah, I think you're right. You, if you're going to build a brand. Your face, your logo, your shtick better be on that brand. They better see it first. Yes, sir. So, you've achieved a huge level of fame in the rodeo crowd and on social media. It's fascinating to me because my kids have gone to the National Convention and stood in line to shake your hand, get your autograph, get a selfie, whatever the case may be for hours and hours. And you stand there the whole entire time and just let them flow to you. And the first I saw you at this national cattlemen's trade show, you're standing there by yourself and everybody's going, who's the hippie looking dude. Yeah. And we had two friends of ours, same age as us. Who don't have kids the same age as ours, had no idea. Yeah. And I'm like, you've got to be kidding. You do not know who Dale Brisby is? No. What is, what's his deal? And so, you, I'm saying that to assure you that you've still got a lot of Demand out there that you haven't touched. And I thought everybody would be lined up and you just kind of walk through and everybody looks at you. Well, it just depends on,
Dale:yeah, no, it just depends on where I'm at. You know, like they'll, there are some people that are like, we want to have you out to our thing. And I. Politely, just tell them I'm booked. Because, well, I know that I may not be as impactful on their thing as they think I am. Like, when I go to National Convention, that's 50, 000 high school kids who grew up in the ag industry. They all have Snapchat. They all have Instagram. Um, if they watch TV, it's Netflix, where I've been. Right. And so, these, all these kids know who I am. Yeah. Before they get there. Mm hmm. Well, they're already going there. They're not going there because I invited them. They're already going there, so I go to them. And then they got a three hour gap in the middle of the day where they just walk around the exhibit hall. There's nine exhibits, and I'm one of them. They're gonna stop by my booth. And so that's just a win win. And, um Plus, I love the FFA and my dad being an ag teacher, like I would, I love the FFA. Regardless, my point is, if you were to ask me to, you know, make an appearance at a farm show in Kansas, which I have, then I don't know how many people I could get to come to that farm show that weren't going to otherwise. Yeah. Maybe in the surrounding community, some kids show up, but I mean, if I can only get so many people to drive so far the NFR. That's another big win. Oh, I bet. So yeah, I'll bet. No, I I'm not I'm not delusional about Yeah, I can't just host an arena of people. I'm not Taylor Swift, you know I'm not even yet Taylor Swift of the ranching industry. I just most of the time It's people like yourself if they happen to be standing there. Yeah, they'd love to get a picture. Yeah, but If I got to walk across the street, I don't know. Oh, I'd have walked across.
Matt:I did. I've been chasing you down all the time.
Dale:There's people that would. Don't get me wrong, but I'm just saying. And so I tell people I'm booked because also, like, Yeah. It's, my price is high because Your time's valuable. My time is valuable. Yeah. You know, like, there's, I've got this list of things I need to get done on Monday. Uh huh. And through Friday where I, I don't necessarily, So I gotta charge a bunch, but I also know I may not bring the same value you think I do. Anyway, I guess I say that to say I'm not delusional about my, my worth, I guess.
Matt:Well, yes and no. I mean, we all say, and those kids that have seen you at National FFA convention, or watched your YouTube videos, followed your Snapchat, Instagram, everything else, they're gonna grow up. And they're gonna have kids. And they're gonna want somebody that is Cool enough for their kids to want to watch and learn from and yet of a high enough moral standard and code and Christian faith and the whole nine yards that so many of us desire So you may have some longevity that you don't realize because those folks are gonna be old here in 15 years. Just like I am I
Dale:Consider that often too. I did have one sponsor like now we're not on tick tock That's a younger crowd and I said well Okay, if they're 14, are you, do you not want to sell your witchidigit in four years when they have a credit card? Because there's, you know, I don't know, the marketing side of that didn't, but, but even just the legacy side of it, you know, not just the, the, the business side of it, where obviously these kids are going to grow up and I'd love to be in business in four years. But again, the legacy side of it where hopefully I can make an impact where. don't want to call it a struggle, but my aim is to just stay relevant. There's a lot of kids that, you know, they, they'll go, they'll ebb and flow and what's cool during that time. And so having made videos for 12 years, what, what I find is, Koe Wetzel talked about it on my podcast with him. He said that there comes a point where you're not that cool. new hip thing that someone has in their back pocket that they can show their friends that, you know, cause their friends don't know who you are yet. And they're like, Oh yeah, let me show you Co Wetzel. Have you ever heard this guy? Well, well, when everybody listens, sometimes those same people that were like excited to show their friend group, they're like, nah, he, you know, he's not as good as he once was. Like it happened with Cody Johnson. He was independent for the longest. Well, he made this album. And he finally cut a deal. Like he had the album made, already recorded. Well he cut a deal in Nashville. And um, They were like, well before you release it, let's see if we can strike a deal. And so like, they struck a deal. So he releases and uh, Some people were like, Oh, I liked his stuff back when he was independent. It's like, well, it's the same stuff he was about to release anyway, as an independent, he just got an opportunity to make money and it was where he knew he could still be authentic. He's already wrote the album, you know? And, uh, but those type of people. So anyway, my, my, which that that's a small percentage, you know, for the most part, just like Cody Johnson, Koe Wetzel, everybody loves them. They're great dudes with great music. And that's what I want to do is just, I want to continue to. At the end of the day, for them to be interested, I have to be interesting. And I can only ride that core fan's loyalty for so long. Like, if I start putting out crappy videos, then people are going to stop being interested. And so if I can just keep bringing my A game, and I keep bringing value, then I think that it'll work out in my favor. But the moment I take for granted someone's attention then that's whenever it'll begin to decline. So, for instance, social media is, you know, a time waster. Technically, if you get on, you know, especially the older generation, they're like, man, you're wasting time on us. But when people are on social media, they don't want you to waste their time. Oh, wow. Meaning I can't make every video an ad.
Matt:Yeah,
Dale:um, better entertain me or teach me right? Otherwise you get thumb flicked. scrolling down that news feed, you get thumb flicked. So I got to be careful. People are like, Hey, we'd love for you to rep our product. We want to pay you. And I'm like hesitant and it blows their mind. They're almost offended. Why would you be hesitant? We're offering you money. It's like, no, I get it. And I'm very honored that you would even think to talk to me, but I can't have 27 sponsors. I just can't. Like my, my, I wouldn't have anybody to look at the sponsors if I did have that many. Right. You know, to me, six is too many. Hmm. And one of them is American Hats that I just, I just kind of wear their sticker. but thankfully, you know, if you think of people that make content, there's not anybody that doesn't have a sponsor. Like Joe Rogan, you listen to his podcast, you know, Traeger grills, like all the things, you know, like, so it's, I think it's okay to have a few, but I can't turn into a NASCAR, you know?
Matt:Yeah. And that's, that's what I was about to go. I mean, pretty soon you've got a car with so many stickers on there that all you see is the number. Maybe you see the number. And yeah, I think, and you know, going back and tying that into what you'd said earlier. about, um, for them to be interested, I need to be interesting. that, that authenticity that you bring is what got you to dance and was and will be, I think, what keeps you going forth. And the minute you start reducing that value by having so many ads out there that they watch you and think they're going to be entertained and then they get something sold to them, they go, eh. And even when you throw out a good one that's just you, they may scroll past. Yeah, it's a, it's a
Dale:tough game to play. I'd say. But, you know what, the, the thing about it is our industry is interesting. Um, I got a buddy, he does murals. he grew up in New Mexico and got in trouble for doing graffiti on train cars. But then, you know, kind of went straight with it and did, does murals, been to Moscow, lived in L. A. for 10 years doing murals on 10 story buildings and, uh, can freehand it. Just the most, he did a mural of me on a big building in Amarillo. Um, anyway, I, uh, he was dating an influencer out there in L. A. and I followed her. And he was telling me, he was at the house, at the ranch doing a mural at my house and he said, man, you guys got it made. Those influencers out there, creators in L. A. that are trying to make it. They've got their apartment and their mind. Where they've got to like be creative and be interesting. And sometimes all we've got to do is go on in the back pasture, you know. Like I had this one video of these two bulls fighting go like super viral. And it's just, I wasn't even in it, you know. And, and so. When you can couple that with good comedy and interesting content and a horse and bucking bulls, then you've got a recipe for But I will say, in 2025, there are dozens and dozens, hundreds of more creators. Even in our industry. Oh yeah. Like, there's podcasts popping up everywhere, there's, and I love it. I think it's great. Good. Because at the core of it, like, hey, if I'm not bringing value and somebody else is, then I deserve to lose.
Matt:Competition makes us all win. And then the other thing
Dale:is, you know, the industry grows. Yeah, exactly. You know, so, I mean, everybody, which we would all win, so it's a good thing. I think, I think you having a podcast, I think everybody should. Everybody should. Like it's, it's, we should all be creators. Every ranch should be videoing. Because it's just more and more truth. Like why would we not want to spread My granddad, like, I don't know, my granddad saw the internet as something negative and he said, uh, you know, all these kids in there with phones in their hand and, uh, I was like, well we might as well give them something to watch. And that internet can be used for good or bad. Well, if there's bad on the internet, you know, it's kind of like a gun. A gun can be used for good or bad. So you can be mad at the gun, but, you know, if you got one in your house to protect yourself or a cop has one, then that gun's pretty good, you know, like, and that's the same thing with the internet. Same thing with money. Yep. Um. Use it for the right thing. So I think we've all got an opportunity to advance the industry, um, rodeo, the ranching community. I don't know a lot about farmers, but them too, you know, where we can educate the public. I, I was on this podcast in Vegas, this guy, it blew their mind that I was gonna leave that studio in Vegas, go to my Airbnb and cook a steak that I'd gotten from Walmart. Blew his mind. I was like, I've, I've worked cows on a lot of operations, and I've never been somewhere where I thought, I'm not gonna eat that beef. Like, I've never been somewhere. I was like, I'm not dogging straight from ranch to table. Sure. Like, get your beef from a privately owned ranch. That's great. But that doesn't mean that beef in a Walmart or a United Supermarket is unsafe. Yep. And um, then we had a conversation about, well, basically like if we all switched to grass fed, we wouldn't be able to feed the country, you know, and anyhow. No, that's, that's a whole, I'm, I'm preaching to the choir
Matt:now at this point, but, well, you, you are and you aren't because not everybody within the beef industry looks at those issues the same way as what you were looking. I, I heard of a guy that I think may have been at this convention that was telling people on the plane on the way here. You shouldn't buy beef from the grocery store. They're trying to kill you. A rancher. That's so bananas. And he has ulterior motives. But he was trying to make sure that he put a ding in the big four packing plants and whatever else. But honestly, that not only doesn't accomplish that, it hurts the industry. It hurts the whole industry. Some total.
Dale:Yeah. Yeah, we don't have to throw mud. Like I said, I buy beef. Differentiate. My buddy, uh, Gage Morehouse, uh, American people's beef off right off the Morehouse ranch. Like I, that's the last place I bought steaks. And, uh, I bought some from the four sixes. Like I get it. Go straight to the source. That's, I'm all for it. I personally do that. But that doesn't mean that. The rest of the beef industry is evil. Now, are there some players that probably make some moves that aren't in the best interest? Yeah, maybe, probably. In every industry. As it is in every industry. But that doesn't mean that, you know, People need to have this anyway. I don't know, I
Matt:just So you telling me that Gage Morehouse has a ranch direct beef company makes me feel really old. Because I've mentioned Guthrie. I used to work for the American Angus Association, and I was a regional manager for Texas, New Mexico. And I'd mainly call on Angus, registered Angus guys, selling bulls, and go help with the kids, State Fair Texas, and Fort Worth Heifer Shows, and all this stuff. But when I could, I'd go see commercial folks that were using Angus bulls. And I'd never been to Benjamin, Guthrie, Seymour, any of that country, until I moved down there to Fort Worth, and I just absolutely fell in love with it. So I called. I sat down with Gage's dad, Tom, and he just kind of, they'd been using a few Angus Bulls. This was when the sixes. Hey, Matt. Yeah. Sir. Exactly. This is when the sixes were still hiding the Angus Bulls from Miss Ann because they didn't want to admit they were breeding a few of those linebacker herfords. Yeah. Anyway, 1996 7, I sat down in the kitchen. Gibson. Gibson. Yep. I sat down in the kitchen with Tom Morehouse. And Tom's wife and Gage come in and Gage had just been to fiddle or violin lessons. I don't know where they went. I think they had a lady maybe come from Lubbock to Guthrie. And he was taking violin lessons. He couldn't have been, I don't know when he was born, but I'm going to say he was six to ten years old. Eight, nine, ten years old. So Tom said, Gage? And so he whips this thing out and stands there in the kitchen and I'm like, this is the coolest thing ever. Well, then I saw him in one of your videos or something, you were talking about him. I'm like, Oh my gosh, how can you engage more outs already? That makes me a lot older than I once was.
Dale:Yeah. They got, they, they, uh, I think it's called the people's beef. Okay. Anyhow. Where's
Matt:he now?
Dale:We're there at the ranch. Yeah. There it still works on. He, he runs. Yeah, the Morehouse ranch. So him and his wife, Laura, they got a few kids and, but yeah, I'm all for it. I'm all for it. I just, I'm just, that doesn't necessarily mean I'm against, you know, anyhow, but regardless, I think that there's a lot of educating we can all do as in the industry. And so, yeah, the more, the merrier back to my point,
Matt:I heard a guy, you're talking about everybody having a podcast. This was. I can't even remember which podcast it was. It was definitely not a ranching podcast. Two politicians, two, two podcasters, one that was ultra right conservative, one that was ultra left liberal. And they were on, that's what it was, the Wall Street Journal podcast. And they were calling this last presidential election, last election total, the podcast election. Which I hadn't heard that. Yeah. But they said that one thing that helped President Trump was him going on to Rogan and several of his others. And we almost had him on ours.
Dale:You're kidding. Yeah, but it was like right around the time he was doing Rogan and, talking to his campaign managers, they had, around that week, they decided that Rogan would be the last. Okay. Which he ended up getting like 50 million views or something. It was crazy. On any given night, I think, almost maybe a million people might watch CNN. I think it's 48 million that watched that Rogan podcast. Who would have
Matt:seen that coming? And yeah. Oh,
Dale:I mean all of us in the, in the podcast. Yeah. Of course. It's pretty telling. You know, the
Matt:only thing that's would been cooler than you getting Trump on your podcast is me getting you on this one. There you go. I mean, let's put it in perspective. No, that, and I heard you on Rogan. That was cool. What a deal. What an experience.
Dale:He was a good one. And he's, He's, I don't know, I try not to get too far into the weeds. He got to talking about farming and I just don't know a lot about farming. Well,
Matt:he tried to do exactly what I don't know that much about ranching, but he tried to do exactly what you were saying we've got to be careful of within the beef industry. He was trying to get you to throw mainstream agriculture under the bus and you didn't fall for it, which I was proud of you, um, because sometimes, and I don't listen to very many of those, but sometimes he can get out there a little bit. Well, it's such an
Dale:easy headline to get behind when you talk about like hormones or something and like, it just sounds weird, but people just expect that means that you're putting that ralgro shot in them an hour before they're, you know, slaughtered when in reality, but, but, but also, I mean, if you, you know, and again, I'm preaching to the choir, but I mean, just doing the math on feed conversion, if you got a pin of a hundred and they're, Without it, they're going 7 pounds of feed to 1 pound of gain, and average daily gain of 3, so they're eating 21 pounds to get the 3 pounds, and then you, you do use that long before they're slaughtered. Now all of a sudden they knock it down to let's say 5 to make the math easy. And now all of a sudden it's taking them 15 pounds to gain 3 pounds, well that's 6, well that's a 100 head in the pen, now you're 600 pounds in one day. Yep. You know, and like, that's, I don't know, that's pretty efficient, and To me, it's almost like the cholesterol conversation, like, that's just the theory. That high cholesterol causes heart disease. 50 percent of the people that die of heart disease don't have high cholesterol. Don't.
Matt:Dietary
Dale:cholesterol. You would think, as the way that the media has demonized beef and cholesterol, you would think that 97 percent of the people that died of a heart attack had high cholesterol. And my dad died of a heart attack at 55 and so I investigated it myself and there's, I don't know if you guys have heard of the lion diet. You ever heard of the lion diet? So if you, if you're familiar with podcasting, Jordan Peterson, Jordan Peterson and his daughter, Michaela, both each have podcasts, right? They are both on what's called the lion diet. It is beef, salt and water. Whoa. She has New York strip for breakfast, New York strip for lunch. New York Strip for dinner. Sometimes she'll have lamb. That's the lion diet. It has cured, not cured, but it has like, her autoimmune diseases are like gone.
Matt:Skin disorders,
Dale:like gone. So not only is she surviving on just beef, she's thriving. And so, that made me in 2023 start the carnivore diet. Which is basically anything from an animal. And then I added fruit. So that's basically my day to day is I'll have Um, meat, eggs, or cheese, or milk, and then any type of fruit, mainly berries. And it's crazy that we don't have to have a side. We don't have to have all those carbs, you know. And so, anyhow, my point in that and connecting it with the hormone deal is just like, I think it was Harvard came out with a study that, Lucky Charms are more healthy than beef. Oh my gosh. You know what I mean? You know what I mean? Like, alright, well that's not true. We got a, surely this, this factory made marshmallow that you put into this cardboard cereal. That lasts for 17 years. And not the cardboard box with cereal. The cereal is pretty much cardboard. Yeah, that can last for years. You're saying that's more healthy than this beef. And I just, I don't know. Uh, I don't know the exact, you know, I don't know all there is to know about RALGRO and all that. But I, I just know that I'm not gonna just chase a headline.
Matt:SIN of
Dale:XS, whatever you decide to use. Yeah. I don't mean to, I'm not trying to pick on. Cause I'm gonna use them.
Matt:Your new sponsors.
Dale:Cause I'm gonna use them. Like, I don't care. Like, I just. I'm gonna save the six pounds a day.
Matt:I just had a conversation this week, and I can't remember if it was on the podcast, because I've recorded several of these, or just out in the hallway, but a guy was telling the story about talking to somebody that was very environmentally focused. They were convinced that we had to go green, we had to go all natural, and he said, Well, which do you want? And they said, What do you mean? He said, Do you want natural beef, or do you want green, sustainable beef? Well, I want natural. And he pointed out the fact that that natural beef, again, not that there's anything wrong with it, if that's what you want to make that didn't have that growth promoting added, took way more land, way more water, way more time to produce a pound of beef. So the green beef is actually the one that had the implant. Absolutely. Yeah. The, the
Dale:600 pounds in a hundred, just what you said. Yeah.
Matt:So that's green, even though they consider or make it a,
Dale:you know. 10, 000 head feedlot. Oh, yeah. And do the math. Yeah, do the math. Add the zeros, essentially. Um, yeah, exactly. Like how many, how much more needs to be harvested based on that. And, uh, but they're trying to, like I said, their headline reading. Yeah. And, um, so, but I think that the, I think that the pendulum starting to swing, you know, obviously this recent election showed that like, not the whole world doesn't agree with You know, all the things that just seem like, and I think that's our fears, this really loud, super left, you know, group of people are yelling from the rooftops that it's okay for men to compete in women's sports and, you know, you've got to eat this way and, um, well, it turns out that was a very small minority. and so I think that's the hope and the encouragement now is that like, hey. Even what I'm talking about, carnivore diet, you should look into it just for education's sake. I'm not saying you should go do it. I'm no doctor, but it has got so much momentum. There are so many people, um, that are just kind of swinging back to like, Oh, okay. I don't, like oatmeal, for instance, not the healthiest choice in the morning. And, uh, there's a lot of research showing that. Bacon and eggs goes so much further health wise than oatmeal. And I think everybody listening to this would probably agree about the cereal statement. You know, that one's an easy, like, obviously. But, um, anyway, I don't know.
Matt:Well, and I think as we see whether you go to the extremes on either side, either vegan and I'm not going to eat any red meat or processed meat or whatever else, or nothing but. The lion diet, quite often, somewhere in between those might work for the majority of people. For sure. There may be some that need one end to the other, but for the most part, and that's what I think has been frustrating to me, is the number, it's not just the media, but the number of research trials dating back to the 50s or 60s. Well, well that's where. That were, that were kind of. Trumped up to show what they wanted it to show. Well, that's what I'm saying, like, nobody's ever
Dale:Nobody's ever proven that high cholesterol causes heart disease. The dietary cholesterol is literally, factually, right now, that is a theory. Yeah. That high cholesterol causes heart disease. It's a theory.
Matt:Now, uh Here's a girl you need to have on your podcast. Well, I've got to look her up. Diana Rodgers, have you had her?
Dale:No, I have had, there's a guy, uh, Paul Saladino. Okay. And he's on social media. He's a doctor. And he, uh, his handle used to be CarnivoreMD. Okay. Uh, he's very pro animal based. Yeah. He does like the grass fed conversation a lot. Okay, yeah. He's got a, I brought him on the podcast. He's got a product, uh, lineage. And it's like, uh, air dried? beef, not beef jerky, but it tastes really good. But he, he brought it on my podcast. He was like, and it's, it's grass fed right out of Australia. And I was like, man, I love Australians, but I love U.S. Beef more than that. So I wish it was, I wish it was Texas beef, but yeah, you know, I just, but anyway, he's a big, advocate for animal based diets. And I'm not saying people need to get on Lion, diet, you know, but there, there are, it was just crazy that there's, People with the skin disorders, autoimmune deals that, my sister in law being one of them, that you know, when she can tell if she'll get on like an animal based diet, it'll clear up her skin. I'll be darned. And, uh, that was just an indicator to me that maybe Lucky Charms aren't more healthy and that it is okay to eat beef.
Matt:I'd say you're going to get a lot of nods of agreement out across folks who are listening. Do your own
Dale:research for sure. Yeah. What I'm not going to do is believe the media. Yeah, yeah. That's what I'm not going to do.
Matt:And there'd be people that say one thing I'm not going to do is believe that podcast that Matt Perrier is running. But, again, listen, listen, think, decide, research, and don't just take one person's word for it.
Dale:Right, yeah.
Matt:So I'm going to let you wrap it up here, and, or maybe I'm going to wrap it up for you. Um, first of all, thank you. You bet. I mean, how cool? I had no idea what I was getting myself into, and you, I'm sure didn't either. But the thing that I think is so cool about this whole conversation and everything that you're doing, we've talked about the recent election, we've talked about how people make their food choices, where they get their news and their information, where they get their entertainment, how they use the social media, how they use all these different things that are available to them. And I think the one common thread that I see today, more than I've ever seen in my life, is they want authenticity. They want transparency. They don't want the 30 second soundbite. They don't want the polished, perfectly worded script that was read off of a page not off somebody's heart. They want something that's real and that's what you represent, And you do it in a way that is of high enough moral character that like you said we can have our seven year old daughter watch it and we can watch it with our 57 year old friends and Everybody enjoy. And I think that that together is a refreshing departure from sometimes what's a single focus. You know, if you're going to watch comedy, it's going to be dirty comedy. If you're going to watch ranching, it's going to be boring because we're all just sitting there punching cows and not telling. Yes, sir. So, anyways, hats off to you. Keep doing what you're doing. it, I, I think from within our industry and I hope eventually even outside of our industry, I, I, I think it's It's of huge value, not just entertainment value, but encouraging us. Just like you said, ranches need to have a social media page. We need to tell people what we're doing and put a face with the name.
Dale:Well, it's just already so interesting. It's not interesting to us because we, you know, you might've, you know, you were on a horse before you realized that, Hey, this is a unique thing that most people don't like people. People, people are good at horseback riding before they realized that. Most people aren't good at horseback riding. And so like it for us, it's second nature, but my buddy that did those murals, whenever he told me that I was like, dang. And, um, it made me turn my camera on a little bit more, which, which has helped. But like I said, these days, there's a lot of people doing it and, uh, I love it. I love it. So
Matt:the more, the merrier. Well, it shows and, uh, keep up the good work. And again, thanks for being here. Yes, sir. All right. Thank you. You bet. Take care Pow,
Dale:Pow!.
Microphone (Yeti Stereo Microphone)-2:Thanks for tuning in to Practically Ranching, brought to you by Dalebanks Angus. If you liked this show, even if you didn't, share it with someone you think would enjoy it. Give us a five star review and comment so we can keep cranking them out. It's gonna be a cold, snowy few days through a lot of cow country, so take care of yourselves, take care of your family, take care of your stock. May God bless you all and I look forward to visiting again soon.
