Rick the Lai (@rickthelai) is a music and film critic from New Zealand who makes long-form videos on albums, songs and movies, plus a few cooking and short-film uploads. The channel has about 5,570 subscribers, around 653,000 lifetime views and a median of roughly 900 views per video, uploading about every few months. Sponsored integrations are estimated at $150 to $250 per video, given the low median views.
Engaged New Zealand music critic with high like rates on album lists
- Median of about 896 views per video across 636 uploads
- Like rate of 6.8% and engagement of 8.4% on recent videos
- Long-form list videos average around 800 to 1,200 views each
Brand fit report
Content
- Formats
- monthly best-of list videos, album and song reviews, year-end top-N countdowns, short film and cooking videos
- Tone
- witty, reflective
- Language
- English
- On camera
- Yes, talking head
- Production
- Phone, natural light
- Typical length
- 3 to 12 minutes
Audience
Commercial
- Brands seen
- None yet
- Categories promoted
- None yet
- Affiliate links
- No
No sponsorship disclosures found in the last 50 videos
Suitability GARM Brand Safety Floor + Suitability
Family friendly
Horror-comedy short 'THE SNAIL' is body-horror themed but mild; reviews are general music and film commentary.
We classify content, never people. No age, gender, ethnicity, religion or political views are inferred about the creator. Audience figures are estimates unless marked verified. Creators can correct anything on their profile.
Platforms
Benchmark score: 23 / 100
Public rule, same for everyone. How it works.
Recent videos
▶A peek 👀 at the making of my second short film, ANOTHER DUL · 324 views
▶ANOTHER DULL ACHE | A Comedy Short (dir. Ricky Lai) · 477 views
▶9 Albums I Like from 2026 So Far · 434 viewsLast three uploads, latest 33 days ago.
Yarns about tunes. instagram: @/rickylaitheokperson Blog for Written Reviews/Lists: http://rickthelai.blogspot.co.nz/ Letterboxd: https://letterboxd.com/rickthelai RYM: https://rateyourmusic.com/~rickthelai Thanks to Wesley Sanchez for the banner: https://twitter.com/SlyCooperShill
About rick the lai
Rick the Lai is a New Zealand creator who posts long-form music and film commentary on YouTube, including monthly best-of lists, album and song reviews, year-end countdowns and occasional short films and cooking videos. The channel has about 5,570 subscribers and roughly 900 median views per video, with uploads slowing to a few per year recently. Details here come from the public channel data and the creator's own website.
The audience looks like a small, engaged group of music and film fans, mostly English-speaking, with a likely skew toward listeners in New Zealand, the United States and the United Kingdom. These are estimates from channel data, not measured demographics. Viewers tend to watch to the end of longer videos and leave likes at a high rate for the channel's size.
Brand work is not visible in the recent uploads. At an estimated $20 to $35 CPM, a sponsored video would cost roughly $150 to $250, which is more practical for small music, audio or film-related brands than for broad campaigns. Brands seeking a niche, engaged listener base should consider booking.
Written from rick the lai's public YouTube profile, platform data and web mentions. Numbers updated 2026-10-19. rick the lai can edit or remove this page at any time.
Questions about rick
How much does Rick the Lai charge for a sponsored video?
Based on a median of about 900 views per video, a sponsored integration is estimated at $150 to $250 per video, using the $20 to $35 per 1,000 views rate for long-form channels. Paid ads often run at $10 to $30 CPM, so this is a comparable cost. Exact rates should be confirmed directly with the creator.
What does Rick the Lai post about on YouTube?
Rick the Lai mainly posts music and film commentary, including monthly best-of album lists, song and album reviews, and year-end countdowns. There are also occasional short films and cooking videos. Content is English-language and typically runs from a few minutes to around twelve minutes.
How do I contact Rick the Lai for a brand deal?
Contact details unlock on Starbooked for $0.80. Boosted creators can be booked through Starbooked. The channel's public links include a blog, Letterboxd and RateYourMusic profiles, which show the creator's writing and listening habits.
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