Despite all the attention, the partners say they hope to fend off the media giants for the time being. "We know we can make money," explains Coleman. "It's about the freedoms that we have and how we can impact people's lives. There's some baggage that comes along with [investors]. How much do you give up of your company for this money?"
Little Monster makes his independence clear on-air. "Yo, before I take the calls, don't ask for Lil' Romeo or Lil' Bow Wow," he warns viewers. "We are not trying to play songs out here like the radio stations."
Danny Compodonico (left) and Jesse Coleman have their fingers on the hip-hop pulse
Check television listings for access to WFUN-TV 48 Video Mix
"That's censorship," Coleman shouts from the control room.
"It's not censorship," Compodonico argues. "We're just not trying to play something so much [that] people's like, “I don't wanna hear that song no more.'"
"Yeah, I feel you," Coleman concedes.
What Video Mix is about is targeting markets the giants cannot reach.
It's time to record the Little Monster outro. Noticing the networking going on around the studio, Compodonico pauses, then closes the show: "Yo, we gonna be the next BET. Ya'll don't sleep on Video Mix, so, yo, keep it locked."