Steve Berra Breaks Down The Berrics

It seems like somewhere along the line skateboard media kind of forgot what their purpose was. Luckily, Steve Berra and Eric Koston were there to blend their knowledge of skateboarding and Hollywood pop culture connections with a little technology to turn the entire skateboard media game upside down with The Berrics.

What began as coverage for their skate warehouse in downtown LA turned into the largest skateboarding media site in the world with a reported 6 million visitors viewing 20 million pages of content each month, according to an interview on Malakye.

Berra explains:

The consumer is not the jaded skateboarder who hates everything and everyone and tries his hardest to get everyone else to feel the same way he does. This person is a slight, slight minority, but wreaks the most havoc for brands and skaters because these brands and skaters tend to think it’s a majority opinion when it’s not. The majority of the skaters out there are excited about skateboarding and professional skateboarders. They don’t hate everything and everyone. I know because I get thousands and thousands of emails and I read every single one and I know what they’re like and I know what they’re saying, probably more than anyone in skateboarding, just because I’ve taken the time out to really listen. I think as a result of this, we’ve seen fantastic growth. I also try not to use the word kid because they are skaters, just like I am, and I think sometimes people use the word kid as a derogatory term. I remember being 13 and not appreciating being called a kid, despite being one.

Follow the link for the rest of the interview.

[Link: Malakye and The Berrics]