“The Internet is all formats. It has nothing to do with the content that’s in the video. It’s just how content’s packaged. You can make anything interesting by packaging it in a way that is digestible,” explains Daniel Bennett, revealing the methodology that underpins the approach of KDX Creative, the company he established in 2020.

Bennett’s social media agency specializes in format-driven content for music industry clients. At 29, the former account executive has generated over 2 billion views and built a company that serves A-list artists.

Rather than viewing viral success as unpredictable, Daniel sees it as a decodable system of patterns, a methodology that he believes transforms content creation from an art into a replicable science. 

For Daniel’s music industry clients, the format-first approach enables them to communicate multiple dimensions of their brand—from new music releases to lifestyle elements—while maintaining the genuine feel that audiences crave.

One of his most notable clients is DJ and producer Diplo, whom Daniel has served as head of social creative for over four years. Their partnership began during the pandemic and created the foundation for KDX Creative’s business model.

“With such a multi-faceted celebrity, you’re doing things in health and wellness, music, and fun,” Daniel explains. “Knowing how to communicate all those things on social is difficult at times. But that’s what I’m on the team for.”

This initial partnership catalyzed the agency’s growth through word-of-mouth referrals among top talent: “That transformed [KDX Creative] into ‘Who does XYZ’s content? I want to work with them.’ And it’s been a snowball effect.”

Deconstructing the Format Methodology

While Daniel is protective of his “secret sauce,” he provides concrete insights into his methodology from the creation process to performance measurement.

His approach begins with identifying and analyzing format patterns, studying successful content by focusing on structure rather than topic. “I’m looking at where the text is placed, what words are used, what audio is used, is it quick, is it slow, is there a watch time aspect to it,” he explains, creating a technical framework for what others might view as creative intuition.

Consistency forms the second pillar of his method. “I posted 200 videos before I got a second viral one,” Daniel reveals, highlighting that volume and persistence drive results. Even during personal challenges, this consistency remains paramount: “I try and post every day. I literally just had surgery two days ago. So I’m trying to post every day still.”

His methodology also relies heavily on strategic iteration. “You do it long enough, something is going to work. And if it doesn’t, you change it up,” he explains. Rather than abandoning unsuccessful approaches, Daniel refines and adapts, creating a playbook of effective formats that grows with each project.

Daniel prioritizes relatability over originality, focusing on common experiences that resonate widely: “What am I doing throughout my day that I’m sure millions of other people are doing in the same day? And how do I make it as relatable as possible?”

Formats for A-List Talent

KDX Creative’s core value proposition centers on combining format-driven strategy with real connection—a balance Daniel notes is particularly valuable for high-profile musical artists. 

“The mission is essentially to make content as digestible and authentic as possible and make it feel like you’re in the room with every artist and brand and to not make anything kind of seem like an ad,” he explains.

The emphasis on genuineness informs everything from content planning to production. “It should feel like you’re on FaceTime with whoever you’re with and you should get the gist of whatever the moment is, whether it be a fan moment, a live show moment, a fitness moment,” Daniel elaborates. 

He adds that this approach directly counters traditional advertising: “No one’s ever watched an ad on their couch and been like, ‘Oh, this advertisement really makes me feel like I’m there in the room with everyone.'”

The creative consultant’s understanding of both the artist perspective and brand requirements creates a distinct marketplace advantage. “I used to be that person who helped write those briefs,” he notes, referencing his advertising background. “Being on the other side of it now makes it a lot easier. I am very easy to work with because I get what they’re trying to get out of it, and I get what I’m trying to get out of it.”

The real-world application of this approach became evident in a campaign for Diplo that created precisely this genuine connection: “For an album release, we did like a bunch of pop-up shows around Los Angeles at like parks and mountains and whatever. And we packaged those in a way that was very digestible to show. Like we’re setting up a party. It gave that FOMO aspect of missing a free pop-up show.” 

As Daniel shares, the format proved so effective that “very shortly after, a bunch of other artists and creative agencies started using the format that we’re using to promote their pop-up shows.”

Content Democratization

Daniel’s format-driven strategy for content aligns with broader shifts in the digital space—particularly the opening up of content creation and distribution. 

“There is no more gatekeeping. It’s democratized fame and getting your content out there,” he explains. “If I made a song today, there’s a chance that a million people could see it within the hour. That didn’t used to be the case.”

This key shift changes the equation for both creators and established celebrities. “Social media democratized anyone with a phone to be able to have the same reach as anyone with Hollywood connections,” Daniel observes. 

According to him, this environment creates both opportunities and imperatives: “If you have the willpower and motivation to do it, then no one is really stopping you, but yourself and your camera.”

For celebrities and brands, this development creates pressure to adapt. “People want to see normal people now more than ever, which is why you see a lot of celebrities leaning into content and things like that,” Daniel notes. “The idea of being mysterious is over.”

This reality creates the core business opportunity for KDX Creative: helping high-profile talent navigate this new context where audiences demand both quality and authenticity. Success in this environment comes not from innate talent alone but from systematic learning and iteration. “You don’t get good at something by doing it once,” Daniel emphasizes. “You get good at something by doing it over and over again.”

Going Full-Service

KDX Creative’s success with format-driven strategy has recently led to a business expansion. “KDX actually just merged with Kursza [full-service production company],” Daniel reveals, adding that this merger transforms the company’s capabilities: “We officially are now a one-stop shop for any content needs anyone could ever need. We can fly drones, do VFX, TikToks, make commercials, and much more.”

The merger also strategically positions KDX Creative to apply its format expertise across a broader range of content types, extending its methodology beyond social platforms to more traditional media channels. This reflects Daniel’s focus on adapting to industry changes: “The content is not going anywhere. Scrolling, watching; it’s not leaving anytime soon. It may change, but the investment in it is only starting out in my head.”

Practical Wisdom

Daniel emphasizes that consistency trumps perfection in content creation. “Anyone will tell you consistency is the way to go. And then also not nitpicking,” he advises. 

This approach challenges creators to focus on volume rather than perfectionism. “My advice for everyone would be to care less and post more. And that’s really the rule of thumb: consistency. You do it long enough, something is going to work.”

When brands work with professional creators, Daniel recommends trusting their expertise rather than over-directing them. “Trust creators to do what they do. There’s a reason you’re paying them money; there’s a reason they’re in your campaign deck. Let them do what they do.”

Moreover, Daniel prioritizes storytelling over trend-chasing in his content strategy. “We try not to do trends because they go so quickly. We try to create our own trends or formats,” he explains. 

As he notes, this focus on narrative creates more lasting engagement than momentary trend participation. “Big storytelling guy. So anything that has a storyline to it is something that I really like. Trends don’t build community like storylines do.” This community-building aspect distinguishes KDX Creative’s approach from agencies that focus solely on metrics.

Despite his systematic approach to formats, Daniel maintains that enjoyment remains essential. His ultimate goal combines business growth with personal fulfillment: “Keep getting better, keep getting bigger, keep getting more views, but keep the integrity of why we started it. I’m a big proponent of ‘if you’re not having fun doing what you’re doing, why are you doing it?'”

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