DRIVE Takes to YouTube

DRIVE includes contributions from auto journalists Mike Spinelli, Matt Farah, and Chris Harris, along with pro rally driver Alex Roy.

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hat happens when a bunch of auto journalists get together with cars, a camera, and a YouTube account? You get something like DRIVE, which may be representative of the future of automotive media.

Virtually every automotive media outlet, whether print, online, broadcast, or some combination of those, has a YouTube presence (we do, too). But DRIVE is different. Unlike print publications like Car and Driver or Motor Trend, which are supplementing the traditional magazine with their YouTube presence, DRIVE stands alone.

A screenshot from one of DRIVE's YouTube pieces.

The channel launched in January, and the driving force behind it s J.F. Musial, a producer with plenty of experience in the automotive realm, including the long-running YouTube show Fast Lane Daily. DRIVE includes contributions from auto journalists Mike Spinelli, Matt Farah, and Chris Harris, along with pro rally driver Alex Roy. Enthusiast Website Jalopnik is involved, as well.

"It’s made for the Internet," Spinelli said. "You can do really cool-looking stuff…online."

The channel includes motorsports coverage, video test drives, and feature pieces. There are 214 videos featuring all kinds of automotive madness posted on the channel as of this writing.

"We're trying to prove a point," Musial said. "Think how the media industry has evolved. Our objective is to do meaningful stories in the automotive industry."

With print outlets struggling, it's only natural that there would be a move to the internet. But it seems like the DRIVE channel is doing something a bit different than other online broadcast outlets. As noted above, most outlets' YouTube efforts exist to supplement their print magazine or Website. And other efforts, like Fast Lane Daily, are shows, not full channels. So far, DRIVE appears to be fairly unique.

"What DRIVE really is is a culmination of great talent," Musial said. "What we have to offer is that we’re not jaded."

The business model for DRIVE is advertiser-based, and the channel is part of Google's initiative (Google owns YouTube) to produce new content. And Musial sees it as a great opportunity to change not only the way people consume automotive media, but as a chance to do something big.

"We have this opportunity to do the best content possible," Musial said. "We're a celebration of cars."