How Bloke in a bar is taking over NRL content

Understanding online culture and gaming wasn’t the typical thing for an NRL player to do in the mid-2000s but Denan Kemp did, and now he is reaping the rewards with a flourishing business and multiple revenue streams.

The former Broncos and Warrior winger was one of the first, and now one of the most influential, Rugby League online content creators. His podcast and beer company have boomed in recent years as more punters turn to creators who act more like their mate, than a TV presenter.

Kemp’s brand exploded during the pandemic with his podcast rolling out smoothly despite huge shutdowns in other industries, and his Instagram account @blokeinabar growing to more the 180,000 followers. His boom continued in 2021 with sales of his beer, also called Bloke In A Bar, spiking off the back of his online presence.

Last year, his YouTube views increased by 400 per cent, his beer brand grew to a national product and he moved towards mainstream media hosting a radio show with NRL legend Cameron Smith.

His content is free and posted on social media, but he says its success hinges on the relationship between Kemp and his audience, rather than its availability.

The Bloke in a Bar followers have a sense of community. They understand the jokes, they have combined interestes of football and beer and, what is most important, they are actively contributing to the group through memes, videos and comments.

And unlike traditional forms of media these are seen and responded too. Whether it is from having a comment liked or a video reposted - his viewers feel a part of the action.

This has led to Kemp, and his followers, sparking meme crazes like “staunching” in photos, filming goose steps and documenting whenever Jake Trbojevic gives a thumbs up.

The Trbojevic meme sees Kemp’s followers share pictures of the New South Wales and Manly forward posing with his thumb up. That’s it.

Kemp tried to explain the Trbojevic sensation but said creating the memes and jokes was often “weird and intuitive”.

“I think you need to be online to understand something that is memed. Like you can’t just show it to someone out of context,” he said.

“With Jake, there’s this juxtaposition of a bloke who absolutely chops people but he is super nice, and like the thumb’s up thing it is almost like he’s a boomer but he’s in his 20s.

“I think the best way to describe this stuff is that its not funny, and that’s why it is funny and it is so unique to this generation.”

Kemp credits his understanding of online cultutre to having grown up playing games online.

“My first memories were on ICQ and MSN and these chat rooms. The first time the internet, and how revolutionary it was, was when I played this game called Ultima Online,” he said.

“Basically it was an MMO (massively multiplayer online) game. It hit me when I saw a character running around I realised that was another person.

“This whole situation online shocked me. It didn’t matter who you were or what you looked like in real life, if you were the cool kid or the jock or not, you were just this character.”

The gaming continued as he grew up — training with the Broncos by day and playing World of Warcraft by night.

“I lived with some other footy players and they put shit on me for being a gamer. Back then it wasn’t as socially acceptable as it is now – but I loved it, I wasn’t going to stop doing it,” he said.

“I remember logging onto WoW (World of Warcraft) and being just as excited as I would be for football. In the game, I played as a rogue called Shadowhand during Burning Crusade.

“I made great mates on there. I was blown away by this sense of community. I learned all sorts of things, you’d be asking the older blokes for advice – things like how to talk to a girl – these people online were really your mates.”

The inclusivity and relationship between creator and audience stands at the forefront of the businesses he has created.

His first podcast, The Locker Room was one of the first Australia-based sports podcasts when it began in 2015 and he credited his understanding internet culture for its launch.

“Because of this time I had spent online, gaming or in forums. I knew of podcasts and stuff that other rugby league players didn’t know about. I had to explain to guests what a podcast was,” he said.

His success online has led him to the mainstream where he contributes to two SEN radio shows – The Captains Run with Cameron Smith and Morning Glory with Matty Johns.

More Coverage

However, the biggest for Kemp with these roles was not the move to traditional media.

“I couldn’t say no to working with that calibre of people. To have a show with Cameron Smith and then Matty Johns, they’re the greats at what they do,” he said.

“I’m not sure if it was just a radio show alone that I would do it – I suppose anything can happen and I’ll keep an open mind to it.”

ncG1vNJzZmivp6x7r7HWrGWcp51jrrZ7056aoaafobyoxY6opaWhnpp8qbvWZqanpJmjsm62zqScrGWRo7FuwsidnKhll5a6pr%2BMpZydZaSkeqPB0qKlnqujYsC2r8KeqqxllqS%2FbrLOq6Seql2jv615z6WYsp2iYrGmusCnZKSdnaV8r7HWrGSsrJ%2BnxnCtj55snWlmbq%2BjgcSbaJ6akWZ9pX7CcmmfapKbhHJ%2BkQ%3D%3D