JOOLS TV

JOOLS TV is an educational edutainment platform on YouTube launched by Justin and Patrice Brim. It leverages animation to create engaging and educational content for children. Conjoining vibrant visuals with interactive storytelling, JOOLS TV aims to make learning enjoyable and accessible. The channel covers a wide range of topics, from basic literacy, numeracy, basic science, and social skills, all presented in a way that captures young viewers’ attention.

The shows also foster a love of learning by integrating fun characters and catchy songs. JOOLS TV transforms educational concepts into entertaining adventures, making it a valuable resource for parents and educators looking to enrich children’s learning experiences. The Brims say losing their eldest son JJ (Justin) unexpectedly at the age of three was the motivating force behind creating a show that would represent their children and family dynamic. The Brims welcomed two more sons, Jett and Jhy, and in 2020, they created JOOLS TV and had their youngest son three years later. JJ’s death inspired the Brims to identify a problem, create a solution, be self-starters, and think outside the box with business, which was the show.

“The core reason behind the JOOLS animated show was to make sure that we memorialize our son, JJ. Also, we were looking in the space to serve the big-time void. There was nothing in the animation spaces that represented people of color. And, you know, we want to make sure that we created a solution for that for our black and brown children,” said Justin Brim.

The name "JOOLS” is an acronym for "Jays of Our Lives" and a metaphor for wisdom and knowledge in hip-hop culture. The channel, funded by the family without external support, aims to represent people of color in animation and educate children. It has garnered praise from celebrities like Missy Elliott, Ciara and Russell Wilson, Michael B. Jordan, NFL linebacker Alexander Johnson, and Cardi B, which was a surplus and an amazing feeling for the Brim family.

“We just realized, you know what, I think we're doing something that people really appreciate. I mean, we understood that early on, when you know the viewers, our supporters, were just loving our music that we were putting out, they were just so happy that they can vibe to something that their kids listen to and not be bored with it,” said Patrice Brim. “But then to see like, you know, certain celebrities come out and tell us how dope it is, it was just like, my husband and I would look at each other like, hey, this is really happening. And it was just a bigger push for us to continue what we're doing and elevate JOOLS TV to the next level.”

However, to get the show off the ground, the Brims utilized their personal finances but didn’t quite realize that animation is expensive. They didn’t do crowdfunding or ask for donations, which was more gratifying for the couple. With JOOLS TV, they introduced to their children generational wealth by monetizing content on social media. The family emphasized ownership, entrepreneurship, and age-appropriate content, involving their other children in the creative process.

“It's absolutely something we think highly of; ownership is something that we always promote in our household, owning whatever you do and not even saying from a business standpoint, but just owning something that, like whatever you're gonna do, you gotta give it 100% first part,” said Justin Brim. “The second part is we are entrepreneurs. So we are definitely teaching our children at the level that those lessons I started off as a young entrepreneur as well. So I understood, you know, some of the lessons that I was taught as a kid and how I can incorporate that with them, letting them understand what this is that they are part of. Because, you know, but they're on a lot of the songs, like they do backgrounds, they do different things.”

Despite their young ages, the Brims’ children, ages eight, six, four, and seven months, play a significant role in the project. The couple is committed to creating content that their children can be proud of, and they often seek their approval for the songs that premiere on the show. The children are described as the 'CEOs' of the operation, a testament to their influence on the platform.

“We'll, like, gather everybody together, talk to them, see what's going on, like through school or through extracurricular activities, what they have a problem with. And sometimes, you know, they just put their two cents in and say, hey, you know what would be cool if we did x, y, and z? So they're very helpful in the process. If it's us asking or they're coming up to us. Usually, it's us asking. That's how it started. But, you know, they kind of see how everything is flowing along. So they'll put their input, and we'll listen,” said Patrice Brim.

Although the children are different, the Brims like to describe them as well-behaved, respectful, curious, confident, wanting to know the answers to everything, challenging you but not in a disrespectful way, God-given, and loud.

“They are loud, loud, loud, but at the same time, they are such a blessing, and we're just so grateful to God that they trusted us to be their parents, and I wouldn’t have it any other way,” said Patrice. “It's important to allow the children to let them be themselves; it’s just a sense of comfort.”

The Brims manage to keep the show's content age-appropriate and child-friendly by realizing that children are the audience and not to use profanity in front of them and by introducing mental health by creating the song “Breathe.” The Brims also have to follow their instincts and figure out how much information a child can digest because children are a lot smarter than they appear to be in front of adults. They realized that anything the children want to know should come from them so they can decipher what’s real, what’s not, what’s good or bad, and make their own decisions.

In addition to JOOLS TV, the Brims published their first children's book, “JJ Affirmations.” It was already an idea in the works, but JJ’s passing reopened it. The affirmations book was a great way to diversify their portfolio. Justin describes the book as a “one-stop shop, everything you need, from newborn to, you know, 10 years old. You could probably find her on our network.”

As the Brims continue to build the catalog for JOOLS TV, they balance their home life and marriage by getting everything done because they want the show to elevate to the next level. So, for their children to do well, they incorporate the phrase, "When there's a will, there's a way."

“We have really dedicated ourselves to each other and our family, our legacy, and I think the best thing is understanding one another,” said Justin. “So I know when she needs me to do more, she knows I need her to do more without us ever having to verbalize that. And we know that while we are doing this, it is more important than what we do. If we try to make a difference in the world, trying to preserve a legacy for all of our children, we're trying to empower other people and inspire other people. Everything in life you have to be balanced with, and we found our balance. And like you said, even though we're having a new baby, we had to find a new balance. So it's just about identifying the problem and creating a solution once again.”

Within four years, JOOLS TV has over 500,000 subscribers on YouTube and more than 100 million views. Future plans include diversifying their portfolio and potentially collaborating with Netflix. Justin and Patrice are working on spin-offs of JOOLS TV, such as “Ms. P,” the JOOLS TV Version of Ms. Rachel, but they will continue to produce content that educates, inspires, entertains, and encourages families to be actively involved in their children’s education and learning.

While the other projects are hush-hush, JOOLS TV welcomes collaborations, especially with celebrities, including them in the content, celebrity parents, and more episodes, more input, and a variety of content for viewers. The show will continue to promote positive values, such as kindness, confidence, teamwork, and diversity. JOOLS TV is a fun and educational show that provides important life lessons and builds strong values in young viewers from all backgrounds.

“Staying true to the purpose is the first thing, you know. So, I mean, we try to take that verse in a lot of different things. If you look, we got some other characters that pop up that are not black, just so it's not just all for us, but it is for us. And always say, you know, we do it right for everybody. We always welcome people into our stuff. Hip hop never excluded anybody,” said Justin Brim. “You know, I'm saying it's the same thing with the channel. We're not excluding anybody. We just want to make sure that we are properly represented.”