📌 How 1 tweet became 550K fans

No niche? No problem. Just this.

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Anatoly Zaslaver
March 28, 2025

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Hey there! 👋

This week’s spotlight is on ArtButMakeItSports, a one-of-a-kind newsletter that blends the hottest moments in sports with fine art history.

Weird combo? Yep.
Unmatched? Absolutely.
And somehow… it goes viral almost every time.

This week’s 3 handpicked email gems…

Backstory

It didn’t start with a strategy.
It started with LJ Rader - lifelong sports guy, part-time museum wanderer—snapping art photos and giving them funny sports captions.

That small habit came from a deeper pull.

“I told my parents I wanted to minor in art history. They laughed and said, ‘What are you going to do with that?’ They were probably right—I wasn’t trying to work in art. I just wanted to learn more.”

He followed that call anyway.
And years later, when the world slowed down during COVID, that curiosity became something more:
side-by-side mashups of iconic sports moments and fine art, posted on Twitter.

One went viral. Then another until it exploded into 550K+ following.


By 2023, he launched ArtButMakeItSports as a newsletter to explain, expand, and elevate the magic behind the posts.

Here’s what’s wild, though:
Some people (me included) spend hours reverse-engineering how to grow - what to comment on, who to tag, which algorithm to please.


Others?

They just share what they love… and the day after, boom.

Gazillion followers.
That’s what happens when you follow your own dream, not someone else’s strategy.
And people can feel that. That’s why they follow.

What's in it for you?

1. Your weirdest idea might be your best one.

2. Let your format evolve with you.

3. Don’t just go viral—go deeper.

Email Delivery

There’s no public data on open/click rates - but I went through the full signup flow and here’s what stood out:

1. Platform:
The newsletter is hosted on Substack - a solid choice for creator-led brands.
Clean UX, built-in distribution, and smart support for cross-promos, paid plans, and referrals.

2. Opt-in Page:
Love this. It’s concise and intriguing, no fluff. The promise is clear: "A dose of everything you didn't know you needed. Over 8,000 subscribers."

3. Signup Flow:
Standard Substack structure — smooth onboarding, with options for:

  • Paid plans

  • Paid Recommendations

  • Bonus content all in one hub

4. Welcome Email:
Straight to the point — and includes a pitch for the paid plan.
But honestly? It’s a bit too early.
A cold pitch in the first email lowers the chances of conversion when there’s no relationship yet.

5. The Deliverability Miss:
Here’s what’s missing — and it’s important:
The welcome email doesn’t include the essential trio:

  • “Move me to Primary inbox” ✅

  • “Click this link to engage” ✅

  • “Reply to say hi” ✅

These small cues teach inboxes to trust the sender. Skipping them means you’re leaving deliverability to chance.

I trust beehiiv (check it out), and run two of my newsletters from there, tons of flexibility, super easy to use, and built-in monetization tools that don’t cost a cent. That’s worth a lot.

Content

You see a tweet with a classic painting next to an NBA photo and think: that’s clever.
But LJ’s content is more than a visual joke—it’s a creative triangle:

  1. A photographer captures the moment

  2. A piece of art holds the echo

  3. LJ connects the two and makes the match

This adds texture and community to every issue.

a. Structure

Each newsletter focuses on one pairing. Then, it dives into:

  • Why that moment matters

  • Why that art piece fits

  • And how LJ saw it all unfold

And here’s the real twist:
Watching the match—or scrolling social—gets a laugh or a “whoa, that’s spot on” reaction.
But when you read LJ’s process—the reflection, the colors, the reason behind the match—it gives you a new kind of respect.

It shifts from entertaining to enlightening.
You don’t just enjoy the mashup. You appreciate the craft behind it.

b. Content formats

LJ rotates between several recurring formats, including:

  • Mashup of the week (core format)

  • Explanation breakdowns (why the match works)

  • “Shot Behind the Shot” (interviews with sports photographers)

  • Art themes (like “Lamentation of Christ” or “Venus pose”)

  • Social shoutouts (tagging creators, fans, and contributors)

c. Content flow

Social gets the attention.
The newsletter builds the relationship.

d. Consistency

There’s no set calendar. His rhythm comes from real-time culture.
He watches a game, sees something iconic, and turns it into art in motion.

Check it Out & Enjoy the Rhythm!

Growth

It’s 100% organic—and 100% earned.

a. Channels

b. Strategy

LJ doesn’t “build a list.”
He builds trust by crediting photographers, giving context, and treating each post like a collaboration.

c. Timeline

  • 2019 – caption experiments

  • 2020 – viral mashups during COVID

  • 2021–22 – NBA Playoffs boost

  • 2023 – newsletter launches

  • 2024 – now a cultural reference point

Monetization

LJ does have a paid subscription tier, though it’s not heavily promoted, and subscriber numbers are not public.
The offering includes custom pairings, exclusive content, and deeper breakdowns.

a. Cost model

  • Solo creator

  • No ad spend

  • High personal time investment, but low overhead

b. Here’s how LJ could approach his revenue growth:

  • Art drops / posters

  • Collaborations with sports teams, museums, or photographers

  • Commissioned work from fans or brands

  • Live breakdowns, talks, or masterclasses on how he builds these connections

c. Expansion potential

With 700K+ social followers, email is a massive untapped lever.
If LJ transitions even a fraction of that audience to the newsletter, he could immediately boost LTV from the first touchpoint by offering:

  • Limited edition prints (discounted for subscribers)

  • Autographed art pairings

  • Access to virtual or live events featuring iconic sports figures and photographers

That kind of crossover experience = high perceived value + deep loyalty.

d. Why it’ll work

LJ isn’t just a content creator. He’s a cultural curator.
People don’t just like his work - they want to be part of it.

Here’s Why Over 4 Million Professionals Read Morning Brew

  • Business news explained in plain English

  • Straight facts, zero fluff, & plenty of puns

  • 100% free

P.S. oh, and…

I hope you found value here.

If so, please forward this to 2 friends who might benefit as well - sign up here.

P.P.S.

Questions about newsletter growth, monetization, or other how-to topics?

Reply to this email or connect with me on ​LinkedIn.​

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