with David Freiburger, Co-creator, Roadkill | Former Editor, Hot Rod Magazine — Freiburger Media
David Freiburger has outlasted print, survived TV, and conquered YouTube by doing exactly one thing consistently — staying authentic to what car people actually want. This conversation is about how he did it, what it cost, and what the industry still gets wrong.
Co-creator, Roadkill | Former Editor, Hot Rod Magazine — Freiburger Media
David Freiburger spent 12 years as Editor of Hot Rod Magazine before co-creating Roadkill, which grew into one of the most-watched automotive shows on YouTube. He is one of the most influential figures in shaping how a generation of enthusiasts experiences car culture — and one of the few people to have successfully navigated the full arc from print to TV to digital.
Transcript coming soon. Full transcripts are added to every episode as part of our commitment to making these conversations searchable and accessible.
If you’d like to read along while watching, the full episode is available on YouTube and Spotify.
Topics covered in this episode:
The arc from print to YouTube — David walks through what it actually felt like to watch print advertising collapse, what the TV transition taught him, and why YouTube ended up being the most creatively satisfying platform he’s worked on.
The Roadkill formula — What made Roadkill work wasn’t a production budget or a distribution deal. David breaks down the core creative principles behind the show and why “don’t get it right, just get it running” became a genuine production philosophy.
The real economics of automotive content — Print, TV, YouTube, merchandise, and live events all have fundamentally different business models. David explains which ones actually pay and how creators can think about building a sustainable operation rather than chasing platform-specific metrics.
What brands get wrong about influencers — The most direct section of the conversation. David has worked with more automotive brands than almost anyone and he’s direct about the mistakes he sees repeated constantly — including the belief that audience size is the primary variable that matters.
Platform dependency and audience ownership — Building a career on YouTube, Instagram, or any platform you don’t control is a strategic risk David takes seriously. He shares how he thinks about it and what he’s doing differently going forward.
What’s next — Where David sees the aftermarket headed, what opportunities he thinks are being missed, and why he believes the creators who understand both culture and commerce will be the ones who define the next chapter.
Built for shop owners, operators, builders, and brand leaders who take this industry seriously. Every episode explores growth, leadership, strategy, and what it actually takes to build a lasting automotive business.
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