Andrew Shu: How One Viral Moment Kickstarted My Creator Career

Hey Andrew! Who are you and what is your creator brand?

Hey everyone, I'm Andrew Shu, and I’m a senior at the University of Georgia. I’m majoring in business, but my real passion lies in music, particularly in the street performer scene.

You'll often find me downtown, either playing piano or harmonizing with my trusty harmonica. My journey into content creation started back in May 2022, when I began sharing snippets of my performances, but things really took off after a fateful incident on September 25, 2023.

There was this video I posted where a girl accidentally knocked down my piano, and it went viral like crazy. We're talking 500 million views across various platforms – Reddit, Twitter, TikTok, you name it.

Suddenly, I went from having a couple of hundred followers to a whopping 50,000 in just a week. It was surreal, to say the least. I even got shoutouts from big names like Ray William Johnson and messages from Charlie Puth, and invitations to Billy Joel concerts. It was wild.

Since then, I've been doubling down on my content game. My main platforms are Instagram and TikTok, where I live stream my performances, pulling in crowds of up to 10,000 viewers at times. From there, I churn out clips for my feed, keeping the momentum going.

I also dabble in YouTube shorts too, but for some reason, they just don't hit the same way. I'll have millions of views on Instagram and barely crack a few hundred on YouTube – go figure, right?

But that's the gist of it – music, street performing, and a whole lot of unexpected twists along the way. It's a wild ride, but I wouldn't trade it for anything.

Andrew Shu posing for a photo on the street

How did you come up with your creator & content idea?

Well, my journey as Andrew Shu the content creator started from a childhood love for watching Minecraft YouTubers. I remember those days when my brother and I would record ourselves playing Minecraft on the iPad, diving into adventures like Hunger Games.

The idea of creating content always lingered in my mind, but it wasn't until later that I felt the urge to pursue it seriously. Initially, I had other aspirations, thinking I'd end up in a traditional corporate job.

But deep down, like every kid, I had dreams of becoming a YouTuber. Fast forward to when I started street performing, and something just clicked. The energy of the crowd, the interaction, and the shared love for music made me realize that this could be something worth recording and sharing. My upload schedule was erratic at first, posting maybe once a month on TikTok or even less frequently.

However, the magic of content creation lies in capturing that one perfect moment. And that's exactly what happened to me. I happened to record the right performance at the right time, and it caught fire. Fortunately, I had some background in editing that I figured out through various video projects in the past. This allowed me to craft compelling stories around my performances.

The overwhelming support and following I received after that viral moment served as fuel to my fire. It showed me that there was genuine interest in what I was doing, and that encouragement pushed me to keep posting regularly.

So, you could say it was a blend of childhood dreams, a love for music, and the right timing that led me to become the content creator I am today.

What is your content creation process?

So, my content creation process is pretty easy to describe. I typically start with live-streaming my performances on platforms like TikTok, which conveniently allows me to download the replays afterward. This gives me hours of raw footage to sift through and pick out the best clips.

For example, I recently had a video blow up where I played "Vienna" by Billy Joel. It all started when a girl approached me with a tattoo that said "Vienna waits for you," a lyric from the song. I immediately recognized the potential hook and knew I had to capture it. So, while live, I strategically zoomed in on her tattoo, ensuring it would grab viewers' attention.

“It’s clear that creators are taking over everything. Our attention spans are basically owned by creators now.”

Once I've gathered my clips, I turn to editing, and lately, I've been using Capcut because it's simple, straightforward, and free. The key to editing for me is to keep the pace fast-paced with quick cuts, zooms, and pans. This keeps viewers engaged, especially on platforms like TikTok where attention spans are short.

When it comes to predicting a video's success, I usually have a good sense of it. If a video evokes emotion or taps into a popular trend or song, I know it's likely to go viral.

Additionally, having a strong hook, whether it's an emotional moment or an interaction with someone in the audience, can significantly boost a video's chances of success. Ultimately, it's a combination of these factors that helps me gauge whether a video will perform well or not.

What is your marketing & promotion strategy? How are you growing your brand?

Well, when it comes to marketing and promoting Andrew Shu, it's all about engagement and interaction. Unlike many content creators who just post content and call it a day, I prioritize connecting with my followers in real-time through engaging live streams.

These streams have been pretty key in attracting hundreds of thousands of new viewers each time I go live. Just to give you an idea, in the last 28 days alone, I've gotten a total of 568,000 views on my live streams, with an average of 80,000 to 120,000 unique viewers per stream. It's pretty incredible.

What sets my live streams apart is their accessibility and authenticity. I keep it simple, just me and my piano, playing in front of my audience while occasionally interacting with them. TikTok's algorithm loves live streams, and it's been a major factor in pushing my content to audiences of all ages and backgrounds.

The visibility from these live streams has opened up unexpected opportunities, like paid gigs and sponsorships. Despite my modest piano skills, people seem to resonate with the entertainment value I bring. I've even been invited to play at events, like the one in Sugar Hill, Georgia, which not only pays but also offers a chance to create more content and expand my reach.

Another key aspect of my strategy is leveraging TikTok's music niche. While I may not consider myself a virtuoso, my passion for music resonates with TikTok's audience, further expanding my brand.

Ultimately, my approach is all about authentic engagement, leveraging the power of live streaming, and capitalizing on TikTok's music community to grow my brand and connect with a broader audience.

How do you engage with your audience?

Engaging with my audience is super important to me, especially during my streams. I find it incredibly easy to connect with my viewers because of the live comments feature. Responding to those comments in real-time creates an interactive experience that everyone enjoys.

Plus, I make sure to mention my Instagram during streams because converting followers to Instagram is crucial for us TikTokers. I actively respond to direct messages on Instagram as well, providing a more personal touch. TikTok DMs can be a bit overwhelming with spam and such, so Instagram is where I focus for deeper interactions.

During live streams, I make a point to read as many comments as possible, even during piano practice sessions. It's a way for me to bond with those who enjoy watching me do my thing, whether it's performing or just chilling out.

These live sessions allow for a more intimate connection with my audience, whether it's a big show or a more relaxed one-on-one chat with my followers. Ultimately, keeping the interaction going across platforms like TikTok and Instagram helps maintain a strong connection with my Andrew Shu fan base.

How have you monetized your business model?

So when it comes to monetizing my Andrew Shu brand on TikTok, I've tapped into a few revenue streams which have paid off nicely. Firstly, there's the Creativity Program, which TikTok offers once you hit around 10,000 followers. It's essentially TikTok's way of compensating creators for their content based on views.

Back in the day, before I joined the program, I heard from my TikTok friends that the payouts were pretty minimal. But now, with the Creativity Program, I earn around a dollar per thousand qualified views, where qualified views include engagements like likes, shares, comments, or substantial watch time. So, for instance, if a video of mine hits a million views with 500,000 qualified views, that's roughly $500 in earnings.

Aside from that, street performing has been another significant source of income for me. I rake in cash directly from people as I perform, which is always a boost. And once you hit 1,000 followers, you unlock the ability to go live, opening up another avenue for revenue through gifts from viewers.

“As I saw what worked & learned from top creators in my niche, I refined my approach, which eventually paid off big time.”

Even better, my content has attracted attention from music apps and brands, leading to sponsorship deals and opportunities to create content for them. This has not only boosted my income but has also led to paid gigs at bars, shows, and even invitations from the local government to perform.

It's been quite a journey, starting from practically zero followers and then having one video change the game for me. I'd say it's a mix of perseverance, learning from mistakes, and being open to evolving my content strategy.

Initially, I was just having fun playing and posting content, but as I saw what worked and learned from top creators in my niche, I refined my approach, which eventually paid off big time. It's been an exciting ride, and I'm grateful for the opportunities that have come my way through TikTok.

What are your biggest lessons learned & challenges faced?

There was this bizarre incident where someone tried to get me canceled on Twitter for no apparent reason. It was frustrating to deal with really baseless accusations while trying to focus on my passion for music and content creation.

However, beyond the drama, the most time-consuming aspect of my work is the editing process. Sorting through hours of footage to find the right clips can be tedious and occasionally infuriating when tech issues arise. Despite the challenges, I genuinely love what I do, whether it's playing piano for people on the streets or editing videos late into the night.

Balancing my artistry with running a sales and marketing company and an alcoholic Boba brand adds another layer of complexity to my schedule. Despite the hectic nature of my life, I find fulfillment in everything I do, whether it's street performing, editing videos, or working on short films. It's a constant juggling act, but it's all worth it in the end.

What technology & tools do you use?

When I'm live streaming, I keep it simple with my trusty tripod. Setting it up behind me with my phone, I'm good to go for the entire three-hour session. Once I wrap up, it's all about the phone again. I head home, lounge in bed, and start scrolling through the footage.

CapCut is my go-to tool for editing. Its user-friendly keyframes make the editing process a breeze. Seriously, once you get the hang of CapCut and master those keyframes, editing becomes lightning fast.

I've learned so much just by diving into it. With each video, I'm getting quicker and the quality keeps improving. So yeah, CapCut is pretty much my main tool from start to finish. Just edit, upload, and done.

What future plans & goals do you have for your creator brand?

So my future plans for my Andrew Shu creator brand are pretty much all about diving headfirst into entrepreneurship and shaking things up with my content. With college graduation looming and a gap semester on the horizon, I'm gearing up to go all-in on my business and content creation gigs.

I'm a big advocate for having multiple revenue streams, so besides my gig selling alcoholic Boba and making TikToks, I'm also exploring new content formats like short films and maybe even dabbling in some comedy skits. Gotta keep things fresh.

During this gap semester, I'm just gonna see how far I can take this whole creator thing. I wanna test the waters and see if I can make enough money to make it a full-time gig before I dive into that corporate job waiting for me in January 2025. But even if it doesn't pan out, at least I'll have some great experience under my belt for whatever comes next.

For me, it's all about taking risks and seeing where they lead. And hey, if you're young and hungry like me, why not give it a shot? You'll learn more from diving in and doing it than you ever will from sitting in a classroom. So yeah, that's the plan—roll the dice and see where they land.

What advice do you have for aspiring content creators?

Don't limit yourself to just one thing. Try your hand at different stuff—skits, music, info videos—whatever floats your boat. You never know what might hit the jackpot. And yeah, starting out might feel cringy as hell, but hey, we've all been there. It's part of the process.

Also - don't overthink it. I mean, look at me—I wasn't even consistent at first. I was slacking, to be honest. But I was out there street performing, making decent money playing piano. That's where it all began. And when I finally decided to dip my toes into content creation, my early Andrew Shu videos were a mess—bad angles, terrible editing, you name it.

But here's the thing: I didn't let those early struggles demotivate me. Even when I took breaks from posting, I was learning. And when I finally got serious about it, I started paying attention to what worked. I studied other successful creators in my niche, figured out their techniques, and put my own spin on it.

So my advice? Just start creating. Learn from your mistakes, study what works for others, and keep refining your craft. It might take time, but eventually, you'll hit that breakthrough moment. And trust me, it'll be worth it.

Now, onto the future of content creation. It's clear that creators are taking over everything. Our attention spans? Yeah, they're basically owned by creators now. It's kinda scary, but if you're on the right side of it, you're golden. Companies and even celebs are all hopping on the creator train. You have Adin Ross hanging out with Drake now. Times have really changed.

So, bottom line: if you're thinking of diving into this world, go for it. The opportunities are endless. Just start creating, experimenting, and watch where it takes you.

Andrew Shu: How One Viral Moment Kickstarted My Creator Career

Pianist Andrew Shu shares his journey from street performing to Internet fame, and gives his advice on how to start creating content today…

Creator Brand: Andrew Shu (AndrewShoe)

TikTok: 215K followers, 3.6 million likes

Instagram: 9K followers, 15 posts

YouTube: 2.5K subscribers, 101K views

Full time creator: No - student & part time creator

Hey Andrew! Who are you and what is your creator brand?