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Phil show was both an act of desperation and hope.Ī struggling single mom, Barbara Ann saw handing Danielle over to the authorities as her only option in obtaining professional help for the unruly teen.
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Then 13, Danielle Bregoli, who spent many of her nights sleeping on the floor of a trailer in a nearby RV park, seized on the TV opportunity almost unknowingly – delivering her famous line, “cash me outside, how ‘bout dat?,” as if she’d been saying it her whole life. So how do you go from meme to major label breakout? This was the question her co-manager Adam Kluger asked himself shortly after hearing a remix of the catchphrase on Florida radio and Googling, “Cash me outside.” Little did she know that it would follow her in perpetuity.
“I drove to her house and knocked on her door,” says Kluger, whose former office in Hollywood, Florida was about 40 minutes away from the Bregolis in Boynton Beach (where 10% of the population lived below the poverty line, according to the 2000 census). Kluger had spent the last ten years working with artists and brands, but had pretty much given up on the music business. “I type in her name on YouTube, expecting to find the Dr. Phil thing, just to see what it was, but instead I came across a live stream of her on Instagram going berserk. She was on the phone, screaming at people, like a hundred miles an hour. It was a train wreck I couldn’t look away from.”Īfter speaking with Barbara and Danielle Bregoli, Kluger’s initial thoughts were: “Maybe there’s something there Maybe I could package a TV show… I called a lot of managers in the music business who basically laughed at me, and then I called Dan.”ĭan Roof also came from the branding world, but on the digital side. A fellow Floridian, Roof’s specialty was monetizing socials. Adds Roof with a laugh: “I think I slept on it.” “Dan called me back and was, like, ‘I get it,’” says Kluger. In Roof’s professional opinion: Bregoli’s numbers were unusual in that they reflected such a high level of engagement.
“She was doing live streams and getting tens of thousands of people when she only had tens of thousands of followers,” says Roof. “Usually, you get a tenth, which would be phenomenal, but she was averaging like 50 percent.
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