FunBeats is an independent YouTube channel I created to fill a critical gap in children’s entertainment, delivering high-energy, animated music videos. While the channel gained traction, I identified an opportunity to build a deeper connection with the audience. This led to the creation of Rusty and Ruby, a character-driven spinoff brand designed to be more memorable and relatable for children. The project’s core mission remains: to offer kids the exciting, modern sounds they love—paired with the positive, educational lyrics that parents can trust.
My approach evolved from content creation to brand building.
Deconstruct Modern Music
I analyzed popular genres to create instrumentals that are catchy and contemporary, capturing the energy of modern music, not its lyrical content.
Positive & Educational Lyrics
Each song was written with a purpose, focusing on themes of friendship, learning, and curiosity.
Strategic Pivot to Characters
To build a stronger emotional connection, I developed the spinoff brand “Rusty and Ruby.” I designed the two consistent characters, their logo, and their world. This strategic pivot transformed the channel from a music playlist into a character-driven universe, making the content more engaging and building a loyal fanbase.
Full-Cycle Solo Production
From writing the first lyric for FunBeats to animating the latest Rusty and Ruby video, I personally handled every step to ensure a cohesive and high-quality result.
The result is a growing YouTube channel with a strong, character-driven brand identity and an engaged audience. The success of the pivot to “Rusty and Ruby” has been validated by multiple videos reaching over 10,000 views, demonstrating the power of brand consistency and character development in the children’s entertainment market. The project stands as a successful case study in evolving a content strategy to build a memorable, family-friendly brand from scratch.
