10 Years with RHEI: Evolution from YouTube MCN to AI and Big Data | Vladimir Sivenkov
10 Years with RHEI: Evolution and Achievements (2015–2025)
Phase 1: Start and Foundation (2015–2018)
Background: I became interested in YouTube as a source of income in late 2012. Since May 2013, I created my own channels and gained experience producing content for an expert. Due to my educational background, I was inclined to study YouTube Help resources and other documentation deeply.
Initiative: My career didn't start with a job opening, but with a proactive email to an existing employee on November 25, 2015. After another employee offered to connect my channel, I went looking for the Decision Maker.
Fast Start: Officially hired on December 1, 2015. By the end of 2016, I had already recruited 62 channels.
Growth: Transitioned to the position of Creator Growth Manager (2017). Worked "in the field" at major events (Comic-Con/Igromir), assisting the YouTube Gaming team.
Phase 2: Retention and Partnership (2019–2020)
Recognition: Received the award for Best Partner Retention (2019). This proved my ability to build long-term relationships, not just close "cold sales."
Business Development: Initiated a trip to Sochi, which led to a partnership with a major local company.
Service Quality: Improved the rating of our VISO for Chrome product by collecting high-quality feedback. The rating was below 4/5 due to activity from creators outside the MCN who couldn't access the tech, while existing partners didn't always see the value without proper training and an explanation of the logic.
Phase 3: New Horizons and TikTok (2021)
Networking: Established direct contacts with TikTok in Hong Kong and the CIS.
Scale: Recruited creators with a combined traffic of 400+ million views.
Analytics: Conducted comparative analysis of TikTok and YouTube Shorts development, providing an expert advantage. I witnessed the competition for the short-form format from the inside. At the time, TikTok had significantly better documentation, while YouTube Shorts' strengths were analytics and financial incentives for results.
Phase 4: Transformation and Crisis Management (2022–2024)
Adaptation to Reality: Deep immersion in the geopolitical context and the philosophy of building a sovereign media space. This period marked the beginning of deglobalization in the media landscape.
Performance in Crisis: During company restructuring (2022) and staff reductions, I personally recruited 639 million views.
Personal Growth (Soft Skills): Founded a business club and the "Mountain Addicts" community (2023–2024). These hobbies honed my skills in organization, marketing, networking, and website creation. Launched my personal site, sivenkov.media, as a sales tool.
Working with Constraints: Successfully navigated the blocking of AdSense for some partners and the YouTube slowdown in Russia (2024), transitioning under the direct management of International Markets.
Phase 5: Technology and Future (2025)
Product Pivot: Successful pivot from simple content monetization to selling data (RHEI Data Pro) and AI solutions (MADE).
Client Value: Helping creators increase revenue from tens of dollars to tens of thousands of dollars through data-driven strategies.
UGC and Sports: Working with music artists and sports leagues (PFL).
Key Career Observations by AI
Proactivity as a Lifestyle: From the first email in 2015 to building my own website in 2024 — you don't wait for instructions; you create tools yourself.
Ability to Reinvent Yourself: When the MCN market began to stagnate, you moved into community management. During industry crises, RHEI found new growth points, engaging you in sales for Data Pro, UGC search services, and AI.
360° Networking: You build connections everywhere — from the city mayor's office and hiking organizers to top management in Hong Kong and Vancouver.
The Main Lesson of 10 Years? You must be able to reinvent yourself. When the market stagnates, look for new niches. When doors close, build your own (or go to the mountains to return with new strength).
Thanks to the team and partners for this explosion of events. Moving forward to develop IT technologies for content creators!
In December, I will finish reading "The Black Swan: The Impact of the Highly Improbable" by Nassim Nicholas Taleb—a book I first learned about in 2015—as preparation for 2026.