Mighty Car Mods

The Australian - The Deal - - Ideas Valley -

If you think car shows are lim­ited to the choice be­tween Top Gear pre­sen­ters in mil­lion-dol­lar su­per­cars, or the three Bs of car cul­ture – boobs, beers and burnouts – the cre­ators of Mighty Car Mods want you to think again. “I'm a veg­e­tar­ian and a com­mer­cial mu­sic com­poser by trade, and if driv­ing mod­i­fied cars doesn’t fit with peo­ple’s pre-ex­ist­ing ideas, I think that’s re­ally healthy,” says Moog (his stage name for pri­vacy).

Ev­i­dence sug­gests Moog and co-pre­sen­ter Marty have hit on some­thing. Their chan­nel has more than 1.7 mil­lion sub­scribers and 250 mil­lion views — all the more re­mark­able be­cause the videos can last for up to an hour. Episode ti­tles in­clude: How to In­stall a bleed valve, Make your slow car fast, and Bud­get street cred. Their six-part se­ries Lend us a Ride, funded by Screen Aus­tralia, was picked up and screened on Qan­tas flights, and the pair have also been in­volved in pro­mot­ing car-re­lated films such as Fu­ri­ous 7 and Mad Max: Fury Road.

The qual­ity of their videos is re­mark­able, con­sid­er­ing there is no crew. Moog de­scribes it as a bit like Wayne’s World.

“We used to have a piece of string tied around one of our legs at­tached to the tri­pod’s pan han­dle, so we could make the cam­era pan and look like we had a crew,” he says.

They started in 2008, and for years re­fused to “turn on the ads”, pre­fer­ring to self-fund. “In some ways we are en­vi­ous of peo­ple who can sit in front of their lap­top and talk in an en­ter­tain­ing way, be­cause we have re­ally sub­stan­tial costs: bring­ing cars in from over­seas, mod­i­fy­ing them, of­ten times try­ing to do things that have never been done be­fore.”

Th­ese days, a com­bi­na­tion of ad­ver­tis­ing, care­fully se­lected spon­sors, and mer­chan­dise keep them in the black. “YouTube hates it when we say it, but no, we haven’t gone full time on this. Mighty Car Mods is a per­ma­nent part-time hobby.”

Moog says fu­ture am­bi­tions cen­tre less on profit or celebrity and more on com­mu­nity.

“I think there is a re­ally vul­ner­a­ble sec­tion of young men from dis­ad­van­taged so­cio-eco­nomic back­grounds, who love mod­i­fied cars but are too afraid to even ask a ques­tion in the com­ments sec­tion,” he says. “What I'm most ex­cited about is to have a garage to pro­vide a place where peo­ple can learn about cars and tools, and them­selves.”

Moog, left, and Marty

hold­ing a turbo

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