Jaz Saini and Harjit Bhandal, the married couple behind YouTwoTV, have built a comedy brand that now reaches over 7 million followers across YouTube, TikTok, Instagram, and Facebook. Their daily sketch comedy videos – polished, relatable, and consistently produced – stand as evidence of a creator business built on strategic partnerships rather than algorithmic luck.

Unlike many who enter content creation hoping for a lucky break, Jaz and Harjit approached it with clear business intentions. Both quit their traditional jobs within eight months of starting their channel in 2016 — a decision that wasn’t made lightly.

“I was working three jobs and Harjit was filming weddings,” Jaz recalls. The turning point came with their first brand deal. “We started in February 2016, and by September, we got a good amount of traction. And then we got this Subway brand deal,” Harjit explains.

Although it wasn’t “life-changing money,” as Harjit acknowledges, they were living with their parents at that time and didn’t pay rent, making the money valuable. “We were able to put all of our energy into content creation. That’s when it just snowballed.”

This calculated risk shows their business-first mindset. “We knew when we started that’s what the goal was. It was never about fun,” Jaz shares. “We were in our mid-20s and knew we couldn’t just make something for fun.”

The Advantage of Complementary Skills

At the heart of YouTwoTV’s success is a partnership that combines two distinct but complementary skill sets, allowing Jaz and Harjit to produce content with professional production value that would typically require a much larger team.

“We’re the perfect combination,” Jaz says. “I know social media, marketing, and writing. Harjit knows everything you could possibly know about camera work. Put those two together, and you’ve got Hollywood. We know how to market, write, and make it look really good.”

This division of labor allows the couple to stay on a demanding production schedule. “I still feel like to this day, it’s our most competitive advantage,” Harjit notes. “We still get comments asking, ‘How do your videos look like this? How are you guys able to make videos so quickly?’ It’s because Jaz can write like no tomorrow, and I can film like no tomorrow. We bring those worlds together.”

A Sustainable Content Approach

The duo has developed a streamlined content creation process that allows them to maintain consistency without burnout, which they credit as a key factor in their longevity as creators.

“We have really long Apple notes of just random ideas. We’ll pick one, we’ll script it, sometimes together, sometimes separately,” Harjit shares. “Then, we make sure the script makes sense. We read it out loud to each other. If that’s good, we move on to the filming process.” As for execution, Harjit notes they can script, film, edit, and release a YouTube Short in approximately four hours.

The inspiration for their sketches often comes from observing relationships around them. “We take a lot of inspiration from other people; our friends and our family, other couples’ moments,” Jaz says. “It’s that moment when you’re hanging out with a bunch of people and you’re like, ‘Oh, this happened. It’s crazy. We need to write a sketch about this.'”

“Consistency is the key to anything,” Harjit emphasizes, with Jaz adding, “We’ve been doing this for 10 years. There have been ups and downs, but we’ve always been living the life that we wanted to live.”

Brand Partnerships with Creative Control

A key aspect of Jaz and Harjit’s business model is their approach to brand partnerships. Rather than simply integrating products into their existing content or creating separate promotional material, they translate brand objectives into their signature sketch comedy format.

“I like writing for brand deals,” Jaz shares. “We always tell the brand it has to be a sketch. And if they’re not okay with that, unless we really love the brand, we’ll usually say no.”

Their insistence on creative control has proven to be more effective for both their audience and the brands they partner with. “There have been instances where the brands were really strict and skeptical about the video’s performance,” Harjit explains. “The brands that give us complete freedom always see the best-performing video.”

What makes their branded content unique is how they translate commercial objectives into entertainment that resonates with their audience. “I don’t think we’re influencers,” Jaz clarifies. “If we say, ‘This product is good,’ people are going to be like, ‘I don’t care.’ But, if we make it into a sketch that’s thought-out and fun, people will think it’s cool and more likely remember it.”

Their experience with brand partnerships has revealed interesting patterns about which companies are most willing to trust creator instincts. “It seems like the smaller brands are the ones that are stricter than the bigger ones most of the time,” Jaz observes. “Many bigger brands that have a lot of money are usually like, ‘We trust you.'”

Cross-Platform Strategy

While many creators tailor content specifically for each platform, Jaz and Harjit use a unified approach that saves time while maintaining their brand identity across different social media sites.

“I know a lot of people make content specifically for specific platforms, but we have found a little pocket where our videos work if they’re good on all the platforms,” Harjit explains. “We won’t have a video where we edit it one way for IG and then we change the edit completely for TikTok. It’ll be the identical edit.”

The Business of Relationship Management

As partners in both life and business, Jaz and Harjit have found a work-life blend that defines many creator businesses. Rather than trying to create strict boundaries between personal and professional spheres, they’ve embraced how naturally these areas overlap.

“It’s 24/7, I’m not gonna lie,” Harjit admits. “We’d be on a date, still talking about video ideas. We know we’re supposed to be on a date, but something funny would happen and we’d immediately start scripting a video.”

This integration might seem overwhelming to some, but they’ve found a rhythm that works for them. “It doesn’t take away from the date,” Harjit continues. “We’re still having a good time together, but we also squeeze in work whenever we get inspired.”

Jaz frames this in terms of artistic identity: “At the end of the day, content creators are also artists, and inspiration strikes anywhere. We’re lucky enough that our work is our passion.”

Their ability to maintain a healthy relationship while building a business together stands as one of their proudest achievements. “The fact that we’ve maintained our relationship throughout the whole thing is what I’m most proud of,” Harjit shares. “We constantly see internet couples break up. We’re only getting stronger as the years go by—I think that’s what I’m most proud of.”

YouTwoTV is currently managed by Fixated, a creator management and monetization company.

Professionalizing the Creator Role

Despite their success, Jaz and Harjit still encounter misconceptions about the legitimacy of content creation as a career.

“People don’t take it seriously. It’s like, ‘Oh, you’re just a content creator,'” Jaz explains. “Being a content creator is hard, and it deserves much more respect. You are a business owner, you’re maybe an actor, you’re a writer, you’re doing all of these jobs without a team.”

Harjit adds, “I feel like you never turn it off. We’re going all the time. Just like any entrepreneur.”

Jaz and Harjit’s experience has taught them that sustainability always trumps virality.

“It’s hard to make something sustainable if you’re chasing virality, but if you build an audience, you’re true to yourself, and you’re consistent, that’s the way to generate income with monetizing your content,” Jaz advises.

Their cross-platform strategy supports this approach: “Take advantage of all the platforms,” Harjit recommends. “You have nothing to lose by just posting it everywhere and seeing where the opportunity lies. If you want to be a content creator, just go for it.”

After a decade of building a successful creator business while maintaining their relationship and creative integrity, Jaz and Harjit have found themselves in the dynamic world of content creation. As Jaz playfully adds, “Keep watching our stuff so we can keep living our dreams.”

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