Woodworking wasn’t supposed to be a career. It was meant to fill the empty corners of a new house. Jason Hibbs, the founder of Bourbon Moth Woodworking, started building furniture in a small Oregon garage simply because he needed tables and shelves for his home. What began as a personal project became a YouTube channel with millions of viewers, attracting both hobbyists and professionals interested in craftsmanship and storytelling.

Before the sawdust and camera lights, Jason was studying nursing. He and his wife, Cara, had already tried entrepreneurship with a textile printing business that sold hand-carved block-printed fabric. 

“I never thought woodworking would become the main thing I do,” Jason says. “It started as something fun, something to fix up our house, and then people started noticing. That changed everything.”

When the COVID-19 pandemic slowed client work, Jason leaned fully into content creation. His projects, such as turning a riding lawnmower into a tracked vehicle with a potato cannon, drew widespread attention. The success of those videos gave him a clear direction. 

“I want to make projects that people can watch, get inspired by, and maybe try themselves,” he says. To him, it’s not about perfection, it’s about getting started: “Sometimes that’s the hardest part, just getting started and being okay with the fact that you are going to fail – and you’re not going to know what you’re doing.”

Early Career and Pivot to Content Creation

Jason’s path to content creation didn’t follow a straight line. “Before I started creating content, I was in nursing school,” he says. During that time, he and Cara launched their small textile business, producing printed fabrics and home goods. What began as a creative outlet gradually became their full-time focus, prompting Jason to step away from nursing.

His interest in woodworking began when they bought a house and needed furniture. “I’d never done any woodworking before,” he says. “But I bought a bunch of tools and started experimenting.” 

Those first pieces caught the attention of friends and neighbors, leading to a steady flow of custom furniture orders. For several years, Jason built pieces for clients until the pandemic halted orders, opening a new chapter in his creativity.

The shift from client work to online creation came from burnout and curiosity. “I was doing a piece or two every week, and I told my wife I wished I could build what I wanted, not what clients dictated,” he says. “She laughed, but that idea stuck with me.”

When lockdowns began, Jason started filming his builds for fun and sharing them online. One of his first viral projects – a riding mower turned into a tank with a potato cannon – spread quickly across platforms, picked up by Barstool Sports and local outlets. That moment showed him the reach and potential of digital content.

Bourbon Moth: Name and Vision

The name Bourbon Moth was born from improvisation. “I was trying to create a website, and every logical business name was already taken,” Jason says. “Out of frustration, I picked random words, and it stuck.”

The brand reflects Jason’s approach to woodworking and content: approachable, creative, and rooted in the joy of making.

The Creative Process: From Idea to Finished Video

Jason’s content begins with need and curiosity. Around 90% of his builds stem from everyday household projects suggested by Cara, while the rest are more experimental. A recent favorite involved turning a metal cattle trough into a working boat, a two-week effort that balanced problem-solving and humor.

YouTube remains the centerpiece of Bourbon Moth’s work, supported by shorter clips on Instagram and TikTok. Despite the brand’s growth, Jason keeps production simple. “We film everything with an iPhone and edit on a $9 app,” he says. 

He believes showing mistakes is as important as showing success: “People don’t relate to perfect projects. They relate to trial and error.”

Teamwork and Partnerships

As Bourbon Moth’s audience grew, Jason saw the need for structure. In 2022, he hired his longtime friend Craig Paulsen to manage sponsor relationships and administrative work. 

“Craig’s great at the things I’m not: organization, communication, tech,” Jason said. “That lets me stay focused on building and filming.”

The business also works with the UK-based talent management and creative agency Ziggurat XYZ, which supports sponsorship deals and brand strategy. Jason credits the company with helping secure long-term partnerships, including one with website-building and hosting company Squarespace. These collaborations bring financial stability and allow Bourbon Moth to grow without losing creative control.

Revenue Streams and Monetization

YouTube is Bourbon Moth’s main revenue driver, combining ad income with sponsorships. The channel also markets merchandise, downloadable project plans, and other products. 

“YouTube is the train driving most of our revenue,” Jason explains. Partnerships on Instagram add another layer, while occasional requests on Cameo have offered unexpected engagement opportunities.

Jason is careful with brand deals. He avoids promotions that don’t align with his content or values. “We turn down things like video games or anything not family-friendly,” he says. “It’s important that what we share makes sense for our audience.”

Community and Creator Network

For Jason, one of the most significant outcomes of Bourbon Moth’s success is the community it fosters. He frequently collaborates and exchanges feedback with other creators. 

“You’d think YouTube would be fiercely competitive, but very rarely do we find creators unwilling to help,” he says. He describes a culture of open dialogue in which creators discuss thumbnails, video ideas, and sponsorship strategies.

This sense of community has shaped Jason’s own approach to partnerships, valuing collaboration over competition. He views the creator economy as a network in which shared knowledge elevates everyone’s work.

Challenges of Growth and Craftsmanship

Running a creative business at scale comes with practical challenges. Jason’s production pace of releasing three to four videos a week demands consistency and discipline. “People think posting videos is a shortcut to success, but it’s a tremendous amount of work that includes building, filming, editing, promoting, and managing sponsors all at once,” he says.

To balance quality with output, Jason delegates administrative tasks and limits distractions. His goal is to maintain the sense of craft and humor that first drew viewers to Bourbon Moth.

Opportunities and Long-Term Vision

Jason sees new possibilities ahead, including licensing deals with networks such as Nickelodeon and “This Old House,” as well as the potential for television or book projects. Still, he prefers to focus on the present. “I’m not the future planner type,” he admits. “I feel extremely blessed with the job I get to do and try to enjoy it week by week.”

His long-term vision centers on creative freedom and sustainability, continuing to build content that resonates with viewers while supporting his family and team.

Impact on Viewers and Personal Fulfillment

What matters most to Jason is the feedback from viewers. Many share stories about how his videos inspired them to start their own projects or provided comfort during difficult times. “Sometimes people reach out saying our videos helped them during tough times, and those are the moments that really make you appreciate what you’re doing,” he says.

For those hoping to build a similar career, Jason’s message is unambiguous. “Lots of people have ideas, but are stopped by fear,” he says. “The hardest part is just beginning and being okay with mistakes.”

He believes consistency and sincerity matter more than production value or perfection. Starting small and focusing on progress, he adds, can open doors that passion alone cannot.

From a garage hobbyist to the founder of Bourbon Moth Woodworking, Jason continues to champion creativity and persistence. His mix of craftsmanship, humor, and openness has attracted a loyal following while turning a practical skill into a thriving business.

Through every build and video, Jason continues to encourage others to make something with their hands and to find meaning in the process. As he put it: “If people see me try, fail, and try again, maybe they’ll feel like they can too.”

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