00:01:21.600yo can i ask you a question yeah wait hold on hold on i actually kind of need to lock in here
00:01:36.320yeah lock it right hold on hold on wait wait wait why are you locked out i don't know we
00:01:41.200haven't filmed in ages as you can tell i'm locked in i know i know you're on today you're so on
00:01:46.380i but i haven't i haven't i've been on for like the past couple weeks mike i just can't stop
00:01:51.020winning my wrestling matches and just traveling the world and doing amazing things and being so
00:01:55.700humble about all of it yeah i've been seeing all that the car do we need a car right now what card
00:02:02.200oh oh the pikachu illustrator yeah hell yeah yeah yeah let's get the illustrator in here can i let's
00:02:06.200get the illustrator is that why is that why all those goons walked in with ken golden why does
00:02:10.100ken golden have a squad of goons with them because i told him he he this guy wants to wear my pikachu
00:02:15.820illustrator to jake's fight i said okay as long as you have three security guards whose total weight
00:02:20.640is above 900 pounds they're not 300 that one is pretty yeah that dude's over how much you
00:02:27.100right now 2 290 280 270 the other dude's probably 320 and then neil's 365 he's a little short he's
00:02:37.260a little short he doesn't have the necessary weight requirement to carry that card i don't
00:02:41.060think so not to mention he just iced us bro he iced us for like 30 minutes dude he made us wait
00:02:46.720longer than trump i'm not even kidding it's crazy too because we came from the same spot i was on
00:02:52.660the plane with him here i'm so curious where he went like he landed at the same place as you and
00:02:56.260then detoured to like get a sandwich yeah yeah what happened hey hey welcome ken golden
00:03:03.520what's up brother how you doing man good to see you bro how are you ken i'll shake your hand even
00:03:11.140though we were just on the same plane oh man i gotta i uh i gotta do the intro again now that
00:03:16.320you're seated sure ladies and gentlemen it's ken golden wait i'm sorry i'm sorry can i do it one
00:03:23.360more time sure ladies and gentlemen it's the king of i'll say i'll say the king of collectibles first
00:03:29.120and then i'll say ken golden i know i switch it up on you okay but i feel like this one's
00:03:32.920going to be the best one yet okay ladies hold on hat clap after i say the whole thing
00:03:38.600ladies and gentlemen it's the king of i uh i was gonna go early anyways i told you i was gonna go
00:03:47.500i'm winning too many matches bro i was gonna go ladies and gentlemen it's the king of collectibles
00:03:52.180ken golden thank you i might have cut off the beginning of that one a little no it's fine you
00:03:58.540want to do it again no it's fine i feel good about that i feel good about that ken where
00:04:01.540the plane lands opalaka private real rich stuff right yeah logan come straight here you are 30
00:04:08.360minutes behind him where do you go when you land in miami did you go to 11 booby trap what happened
00:04:12.700dude i go inside and i try and get some hot water with with lemon because i burnt my voice out at
00:04:21.380the uh netflix party last night for season three trying to talk while everything was going on
00:04:27.520and i found the hot water go in the car i think i put it in the cup holder and unfortunately it's
00:04:36.840uh landed on david oh what oh you smoked david you burned one of your your friends one of the
00:04:43.940goons yes oh you smoked is he okay does he he says he is he goes he got his pants will he will
00:04:50.600he make a why i left team golden video i don't know i i just don't go crazy i'm a big lawsuit
00:04:56.240targets i'm just hoping i'm a personal injury claim here yeah see that's the other security0.96
00:05:00.880card oh damn oh he could walk around with your 10 billion dollar card all day how much you weigh0.97
00:05:06.580boss 330 oh my god what do what was the weight limit you were supposed to have 900 pounds of0.99
00:05:12.760security for the card yeah exactly i think we're good we're definitely good um yeah ken hey welcome0.92
00:05:20.140dude i always love collabing with you absolutely man it's been it's been five years of this shit
00:05:25.320yeah starting remember remember our first edition box break i do ken golden came around0.94
00:05:29.760breaking cards i remember that very well it was one of my standout moments of this friendship
00:05:34.620trying to announce the names of these pokemon cards i didn't know anything about them i do
00:05:39.100know it's the strongest brand i mean no disrespect to the pokemon uh stands out there but i don't
00:05:43.840know anything about it and and to get right into it wow how much the the momentum in the card
00:05:50.780industry has just skyrocketed since all that happened it's crazy the other thing is i think
00:05:56.260it's the last time either you or i pulled the charizard out of a box that's the other side
00:06:02.380we got two of them that day um but no look the market in 2021 i thought the market was
00:06:09.200hot okay i thought it was like to me i said oh crap is this like tulips is this like because
00:06:15.980everything's going up but what's happened now is the prices on the best of the best items
00:06:22.960you know dwarf 2021 like literally a card that we would have been happy getting a million dollars for
00:06:29.760in you know four years ago probably goes for six million now oh my god it's it's to me it's like
00:06:37.880freaking mind-boggling because like where are these people getting all this money from i mean
00:06:43.120i mean a lot of billionaires are just like buying stuff for their kids there's asset funds there's
00:06:49.520you know you know people pulling together to get stuff and then a lot of people have made money and
00:06:54.620they're spending it on what they love and this stuff makes them happy i mean like people say
00:06:59.680what do you do i say i sell shit that makes people happy yeah and one of the largest auction0.84
00:07:04.560sites in the world yes called golden auctions yep your last name uh sold to ebay for how much0.98
00:07:10.920can you say come on give us give us something kate ebay is public ebay is public i would
00:07:16.240you can probably find it in filing somewhere i'm guessing it's some nine figure number you know
00:07:21.480we need guessing i'm guessing it's something you don't even look at the check dude wait so
00:07:26.640because i invested in golden which was then acquired by collectors yes but then collectors
00:07:32.680sold it to ebay yes am i rich now yeah you you you should have put more in you were probably
00:07:39.540about i think you're about 10 times on your investment in golden another 10xer and they
00:07:46.600talk about your brother being the king of youtube investors dude maybe you got a future in this
00:07:50.460stuff well i think we got a future together because now i'm investing with him i know and
00:07:55.280we invest in different stuff that has independently been successful we we have the access we have the
00:08:00.480network i know you and then we have the capital at a young age part of the thing that we did with
00:08:06.260the money that we made from from youtube was was invested we made some pretty strategic investments
00:08:10.700and you're sitting at this intersection this crossroads of culture and collectibles which
00:08:17.700has now seemingly collided um you made you made a very successful auction house it's one of the
00:08:23.580most reputable auction houses in the world and then you also have a netflix show yes which is
00:08:27.480on its third season third season wildly impressive my family reality show didn't get past season one
00:08:32.400so dude king of collectibles season three is now is now on netflix yeah it's gonna season three um
00:08:38.680you know i look i think i i love doing the show it was when when this guy connor shell who did
00:08:46.140the last dance oh yeah you know i mean he came to me with some with some pedigree he got i said
00:08:51.240what have you done he goes well i i i was executive um vice president of espiana production
00:08:57.020which means it was my idea to do the whole 30 on 30 series and my big project you know that i
00:09:02.880really wanted to leave start my own thing but i waited till it was out was last dance i'm like
00:09:07.520oh my god you got those credentials so um you know between him and peyton manning and uh wheelhouse
00:09:13.500i figure i'm covered but i loved i i told him he was out of his freaking mind that people would
00:09:18.280be interested in watching me and watching you know my lifestyle and the company and the
00:09:22.960collectibles and everybody involved you know he was right and it's a lot of fun but season three
00:09:28.720the great thing about it is that if you are really into the stuff and you know it taught
00:09:35.320we get into what makes a collectible valuable which i think in season one or season two it was
00:09:42.800a lot of these big prices oh my god i can't believe this went for so much and then you know
00:09:46.360they don't know what they don't know what's gonna be popular you know we look gold's never sold a
00:09:50.660beanie baby okay they said we got to do the beanie babies um so many people are going to like the
00:09:55.180beanie babies i'm like i'm not going to be in this freaking beanie baby scene okay so i threw ryan in
00:10:01.380the scene um because i didn't want to do it and um but it's really hardcore i mean it brings out
00:10:09.980the emotion like why does somebody want this what makes it valuable and it's it is you said it's a
00:10:17.660between you know you know culture right now because these things are meaningful like your
00:10:23.740grandparents and great-grandparents and ancestors they they bought a piece of art they hung it on
00:10:31.180the wall where they locked it in the vault and that was that but we want something that you know
00:10:37.020speaks to us yeah you know monet and um those guys you know you know renoir just not not not me
00:10:46.440i love that and i think a lot of people are realizing especially young people i think i
00:10:52.000think collecting is is finally like becoming cool and people are realizing that yes you can invest
00:10:57.200in the stock and get like a maybe a somewhat predictable return on your investment but
00:11:02.480investing in strategic asset classes that speak to you or that you can hang on a wall and that has a
00:11:08.100has a cool story behind it to me was just so much more fun yeah um and i think a lot of young people
00:11:13.660are realizing that these pieces that they can hold and that uh have meaning to them or like
00:11:18.940mark a part of their life could potentially increase in value and that's the name of the
00:11:24.120game with with collectibles even last night at your netflix party man i saw some amazing items
00:11:30.700there was a uh the third home run ball that otani hit and potentially one of the greatest games ever
00:11:36.240greatest somehow you you have hit yeah so you get to like capitalize on these uh culturally
00:11:41.800relevant moments and bring these items to auction where like you know who knows where they would end
00:11:47.360up otherwise oh and on that that moment for example it is the greatest athletic performance
00:11:53.020of all time no one's gonna go on the mound shut a team out going into the world series strike out0.98
00:11:58.20010 and oh by the way i'm gonna kick your ass on the plate too because i'm gonna hit three home0.95
00:12:02.120runs yeah so question yeah are you will you uh will you try to get ahead of a trend in sports0.97
00:12:10.320And will you kind of try to forecast like if Otani will do well and then be on the lookout for Otani memorabilia or sports cards and try to like predict the future to determine what you're buying and selling?
00:12:23.160Well, you know, I buy stuff personally to collect, you know, just stuff that appeals to me.
00:12:29.140And for the company, you know, the biggest thing I think that I did in business, you know, besides my marketing approach originally,
00:12:36.620was to be the first major auction house to say, you know something?
00:13:08.760The Wagner breaks the all-time record for $3.25 million,
00:13:12.520which at the time was a record, was a big deal.
00:13:16.640That card today, I'd buy back for $20 million personally.
00:13:19.420but there was a lebron card in there and it went for 325 000 and it was the first ever card i think
00:13:28.260produced post 1980 or maybe 1970 that went for over you know for that type of money and that is
00:13:35.780really what what got us into modern cards and that's what got me all of the great modern cards
00:13:41.780you see today and it lets people appreciate you know what is going on now in the card market and
00:13:47.880back then with the patches from the uniforms and now they've got the debut patches and just
00:13:53.880really cool stuff that ties people in to the game and makes them feel they're part of it
00:13:58.500the debut patches are so sick isn't that a great idea dude it's a fanatics is absolutely crushing
00:14:03.840it i i wrestled a match i remember the first time someone came up to me they're like hey fanatics
00:14:08.320wants to put this this patch on your shoe and then they're going to take it off after the match
00:14:12.200and put it in a trading card and i was like oh wow this is my collector creator and performer
00:14:16.780brain all went off at the same time i was like this is brilliant and now their products are
00:14:20.560going crazy because they got these patches debut patches um game worn stuff like just all going
00:14:25.880just so innovations to keep all this stuff right introducing fanatics one for all you give to the
00:14:31.600game now there's a loyalty program that gives back to you fanatics one members earn fan cash
00:14:37.960and everything that comes with it like gear tickets bonus bets collectibles and more join
00:14:45.320on the fanatics app and enjoy other member benefits like free shipping and returns and
00:14:49.600exclusive access to product back to the show what's your cutoff for for modern cards would
00:14:55.080say you think like the 80s and 90s no to me there's different people do it okay like i used to
00:15:01.420way back in the day i'm a few years old than both of you so way back in the day to me you know
00:15:08.100anything um i used to think of vintage as anything before really the uh you know before 1980 okay
00:15:17.500but then what i think um you know the two breaks i would call that are logical is anything before
00:15:23.26089 because 1989 is when upper deck came in and they had the high you know the high gloss cards
00:15:29.180they the hologram yeah and the other the other date that people use is 1996 and the reason for
00:15:37.220that is that is the birth of tops chrome and that is the birth of pokemon of pokemon and the
00:15:45.540refractor oh yeah so i would say you know if you say late 90s start of modern um or at least ultra
00:15:52.860modern yeah because i was a i was a collector my whole childhood i used to go to knights of
00:15:57.940columbus which is where they would do card shows i used to go there with my father and i would look
00:16:02.240for these hologram cards and a company called flair came out and that was big for a while and
00:16:07.240they made these really thick cards yeah exactly so i was around for a lot of that and i i guess
00:16:11.740i'm curious now like when you were talking about like what drives the price of some of these cards
00:16:15.860like what are the main factors that drive like obviously you've got rarity and now you've got
00:16:21.980this new angle that's been invited in by social media which is the idea of like hype right and
00:16:27.600there was always hype and hype was driven from Beckett magazine and, and other, and, and the
00:16:32.580sporting events themselves. But what do you, what do you think are the main factors that drive the
00:16:35.780price of a card? Well, first of all, you get what, what's pictured on the card, you know? So is, is,
00:16:40.720is it a key player? Is, is it, is it a common, you know, somebody who's not going to be valuable
00:16:45.600so that that's always, you know, that's always the most important. Then how limited is it? Is it
00:16:51.940in a junk product is it something like exquisite where every card is valuable even the ones that
00:16:58.400aren't um you know that aren't part of you know the rpa or the autograph um rpa rookie patch
00:17:04.800rookie patch autograph yes um is it um does it have an autograph does it have a jersey and then
00:17:11.520finally what condition and this is the one this is the one that tricks everybody okay and i'm gonna
00:17:16.780this if i'm gonna give everybody out there a piece of advice if you're into cards at all
00:17:21.620So just because you have a one-of-one, it does not mean it's ultra valuable because if you have a one-of-one and it's one of like 50 one-of-ones of that player in the same product and it's not an exciting product, nobody gives a crap.
00:17:37.480But the one-of-ones from something like National Treasures using a Panini product or Flawless or the Topps Chrome or Refractor or the Bowman Chrome, those are the key products that if you have a one-on-one, you really know that you got something valuable.
00:17:57.300um the retail edition one of ones things like that um they're great but no i you don't have
00:18:05.160a 50 000 uh patrick mahomes card just because it's labeled one of one yeah somebody's so sad
00:18:11.620watching this right now i know i'm the grim reaper with this stuff believe me i i break break
00:18:17.200people's hearts all the time condition really is everything yes it's the first thing i tell people
00:18:21.560when they say man i had this crazy pokemon collection from when i was a kid and i was like
00:18:26.380me too and then when i learned about it i went back home and i got my collection i was like yo
00:18:31.400these cards are beat to shit yep and you wouldn't believe the smallest little nick or whitening on0.62
00:18:37.720the edges of the card can can ding it from a 10 to a 9 and you're talking about a multiple of the0.98
00:18:44.080decrease in value that that'll cause um interestingly enough there are a few big players in the grading
00:18:51.700industry grading of course meaning the companies that assign the grade of the condition to the card
00:18:57.760so they'll inspect the card they'll see what condition it's in uh they'll look at uh things
00:19:03.660like the surface uh the corners of the card edges and the centering and then they'll uh assign a
00:19:09.620value based on what they think the condition of the card is the big players uh psa you know being
00:19:14.260the biggest Beckett's probably number two CGC SGC and then I put tag there okay okay right so
00:19:22.840then SGC got bought by PSA yep Beckett just got bought by PSA and I'm an investor in PSA by way
00:19:31.820of being an investor in your company um and you know I love PSA I grade a lot of my cards with
00:19:37.160them we do business together and uh yeah but a lot a lot of collectors are concerned about PSA
00:19:43.760essentially just taking over the industry yep so you have um what you have is you have
00:19:50.260psa and you know i am for disclosure um there's a gentleman named nat turner who is the ceo of
00:19:58.600psa great guy nat invested i knew nat for several years he invested in gold in 2016
00:20:04.580um and he currently is a ceo of collectors large shareholder so when i when i mention it that's
00:20:12.900i'm talking about but nat told me that um psa you know as far as beckett they don't plan on
00:20:20.960changing it they don't plan on changing the price structure because the first thing i asked him i
00:20:25.900said hey somebody's got a fifty thousand dollar card are they still going to be able to grade it
00:20:30.200for fifty bucks at beckett or is it going to cost them four thousand dollars with the new pricing
00:20:34.620structure so i think that's going to be really important because what people just want to make
00:20:39.360sure is you're not buying something you're not buying a competitor just to jack up my price
00:20:44.620that's the concern that is the concern and and he told me they're going to leave beckett as
00:20:50.560a value proposition the other thing you have to realize is when you say you know cgc you know
00:20:56.500that that's the parent company the brand is ccj and i'm sorry to everybody you know all the all
00:21:01.120these abbreviations um but ccg is the trading card end they do have about 20 on the market but
00:21:08.080um they are um they're owned by um i think like back blackstone and so they're you know they're
00:21:16.580like multi-billions themselves so they're no um shrinking violet is it black rock is it i think
00:21:22.400black rock or i don't know someone help i think blackstone's a steakhouse but it's really good0.86
00:21:26.740it is good yeah it's a good okay it might be black you've been there before your goons are
00:21:30.920laughing because they're like hoping to go to black financial question what what do we have
00:21:36.660without caffeine in here because i think i'm good we'll get you oh oh you don't want caffeine
00:21:42.120no i did i did which is why they told me this is this is and then this is great here comes
00:21:46.900here comes this whole thing i'll bounce off the walls grape i think ksi uh branded prime right
00:21:52.860there strawberry watermelon i think strawberry watermelon strawberry cream but it says ksi on it
00:21:59.220yeah but it's the flavor of strawberry cream oh strawberry cream case i taste like okay got it
00:22:04.180he does yeah how do you know oh so getting back to it look that's the concern mr golden that's
00:22:11.700the concern with the grading right but um the um you have what about ai what's going to happen
00:22:19.680when one of these companies does i think one of these companies uses ai right people say well is
00:22:24.340that going to put any of these all these companies out of business so i don't think do you know what
00:22:28.660you know what the psa registry is yes okay so for anybody who doesn't that if you own cards you can
00:22:34.900like figure out where in the world you your collection is on a particular set so it ranks
00:22:42.140where it ranks oh god yeah you can go on there and it and it ranks um you know i sometimes buy
00:22:48.460these really weird sets you know from like 100 years ago that not a ton of people collect just
00:22:54.760so I can have the number one set in the registry.
00:28:46.860But first, let's get back into this episode right here.
00:28:48.840Why is that card like the gold standard of trading cards?
00:28:52.920Because there's going to be a lot of people watching the show
00:28:54.900that have heard of Babe Ruth, they've heard of Mickey Mantle,
00:28:57.320they've obviously heard of Jordan and all these people.
00:28:59.560But why is the Honus Wagner card so...
00:29:01.840why is it like the gold standard for cards because there's a set called you know the t206 set was
00:29:09.700put out by american tobacco company at you know the turn of the century and it had it was the
00:29:15.820greatest set ever produced it had you know ty cobb cy young you know you know christy matthewson
00:29:23.960you know and and the best hitter in the national league honus wagner and they printed all the cards
00:29:30.180in equal numbers you know except honus wagner said get my card the hell out of those uh cigarette
00:29:36.140packs so he they just stopped production and only a few of them got out in a brand called sweet
00:29:43.660capril and it was um you know there are two known with it with a i believe piedmont back ken kendrick's
00:29:51.160the one that's worth probably 60 million is a piedmont back but i don't i can't remember if
00:29:55.100There's one other or none others, but they stopped it.
00:29:58.400So if you can't complete the set, it is impossible to complete the set.
00:30:02.980You may have 20,000 Ty Cobbs and you won't get a Wagner.
00:30:08.560So the folklore of this guy 115 years ago, supposedly looking out for little kids,
00:30:15.520buying cigarettes and lighting up and getting his card, he didn't want that.
00:30:20.400And it just has always been the most valuable card.
00:30:23.240There's never been a time in the history of the hobby where that was not the most expensive card.
00:30:28.320And even though the Kobe LeBron sold for $12 million, it's not the most expensive card because everybody knows if a Wagner 4 or a Wagner 5 or a Wagner 8 sold, it would be three to five times that price.
00:30:42.420We talked about the idea of hype and what factors drive value of card.
00:30:47.760Do you think that that card has transcended the hobby because of its impact on culture and Americana more than any other card ever in the history of trading?
00:31:03.040I would say it's probably, to me, the three most well-known cards of all time, I'd have to say, would be that card, the T206 Wagner, the 1952 Topps Mickey Mantle, because that's such an iconic card and iconic image.
00:50:09.580Available on the iHeartRadio app, Apple Podcasts, or wherever you get your podcasts.
00:50:15.780You unfortunately missed an opportunity to get a lot of great Pink Floyd stuff
00:50:19.620because we had a rock and roll rock memorabilia auction about six weeks ago.
00:50:25.340We set a record for the highest price Nirvana item ever sold.
00:50:28.620We set a record for the highest price ACDC item ever sold.
00:50:31.800We set a record for the highest price Guns N' Roses item ever sold.
00:50:35.280And these are, we sold from autographed photos to concert and studio worn items, concert and studio played items, graded albums, graded cassettes.
00:50:48.540We had the initial test track that Kurt Cobain laid down.
00:50:53.980And it was like no markings, no nothing, just, you know, it was authenticated.
00:50:59.400I think it may have gone for about $100,000.
00:51:02.400and just it's just crazy crazy stuff so you've got sports cards sports memorabilia comic books
00:51:10.420tcg you know pokemon of course you know magic magic the gathering everything else involved
00:51:17.320like that you know the the disney brand as well you know star wars world of warcraft
00:51:22.560world of warcraft star wars sci-fi um i have to know yes what is the most expensive pokemon item
00:51:30.840that you've sold the most expensive pokemon you're gonna love if you don't know you're gonna
00:51:35.220love this um we've sold a pokemon card for two million dollars and do you know what that was
00:51:44.520that was the pokemon pikachu illustrator in a psa nine wow nine yeah you're right i like that