Bryan Lanning is not a typical pop star, nor a likely one. A married father of two small children, he would never be mistaken for a member of One Direction. Yet he’s managed to harness the success of his family vlog Daily Bumps (1.1M subscribers and 610M views on YouTube) to launch a pop music career.
Lanning released his debut EP “Like a Lion” on Jan. 19. It debuted at #1 on the iTunes charts, topping artists such as Adele and Sia, and it stayed in the Top 10 for the rest of the week.
VideoInk caught up with Lanning at his EP release party and talked to him about his unlikely journey to pop success.
Lanning’s manager Chas Lacaillade thinks that his client’s atypical qualities are key to his success.
“What YouTube has proven is that there is an unexpectedly large community where a lot of people saw just very small niches,” Lacaillade told VideoInk. “People who identify with that community have somewhere to go where they see somebody who looks like them, who’s interested in the same things they are and is a defacto mouthpiece for them. And when you have that kind unprecedented affinity for somebody, they all of a sudden have quite a big audience.”
Lanning’s family channel Daily Bumps, which also features his wife Missy and his sons Oliver (3 years) and Finley (3 months), is part of the Maker Studios network, while his individual channel is with competing MCN Fullscreen.
“Music is the kind of the thing that he can do separate from the family and tie it back to the family at the same time,” said Julie Kennedy, senior director of talent at Fullscreen.
Fullscreen co-produced the event at YouTube Space LA and helped him with the social media promotion for “Like a Lion,” reaching out to Lanning’s followers as well as others in Fullscreen’s database. He also had help from fellow family vloggers Ellie and Jared Mecham, the latter of whom hosted his EP release party.
Now, Lanning and his team are looking to set up a tour to capitalize on the initial success of “Like a Lion.”
“It’s probably going to be something of a variety tour, but we have to nail down what it’s going to look like,” Lacaillade said. “It goes without saying that there are going to be musical aspects to it, given that he loves performing and he’s generating a lot of favorable response to his band. I’d like to see it be as big as possible while still retaining an intimate family D.I.Y. nature.”