Keith Lee Is Redefining What Influence Looks Like

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📝 usncan Note: Keith Lee Is Redefining What Influence Looks Like

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When it comes to impact, it’s safe to say that it’s something that the internet sensation known as Keith Lee has mastered. Whether it’s using his massive platform to review and highlight the offerings of hidden restaurant gems across the world or starting viral dance trends, the food critic’s imprint on pop culture is undeniable. Lee’s ability to curate a digital presence marked by authentic food reviews, coupled with his willingness to shine a light on the stories of restaurateurs who often don’t receive their due recognition, has positioned him as someone whose influence is more than worth its weight in gold. That same charm and reach are evidenced by his most recent campaign with the #1 dermatologist-recommended skincare brand, CeraVe, for their “Goat’d by the People” campaign, which debuted their latest mascot, Sarah V, who appeared at Lee’s Family Style Food Festival in New York City earlier this year.

The Detroit native’s willingness to collaborate with the popular skincare brand was directly tied to his wife’s affinity for the brand as well as its alignment with his own values.

“My wife has always been a huge fan of CeraVe, and since I’ve met her, her skincare has taken a huge journey because she’s always dealt with very persistent acne. As a husband, I’ve always listened to her when it comes to skincare and skincare routines. CeraVe has always been a part of her skincare routine, which, in turn, is a part of mine. We not only collaborated, but we also sat down and talked about how it would look. They also incorporated my family values and some of my dry humor. The Family South Food Festival was our first-ever food festival, which featured 20,000 to 30,000 people, and we were still able to lock in and collaborate. I loved it.”

Keith Lee and Sarah V (CeraVe)

Courtesy of CeraVe

That spirit of collaboration that Lee embodies isn’t exclusive to his recent partnership with CeraVe, but it’s something that has become an integral aspect of the very fabric of his life. According to the father of three, his embrace of teamwork is something he leaned into during his decade-long career as a professional fighter.

“I was a professional fighter for 10 years, and it’s embedded at this point. Not only from a sports aspect, because fighting is one of those things where it’s an individual sport, but you need a team behind you to do it successfully at the highest level. I’ve never wanted to collaborate with people who already have established platforms or those who are already successful in their respective fields because I view myself as a normal person and like being around normal people. If you ever see me collaborating with someone, it’s someone I’m close friends with. I think the reason I do it that way is because after I turn the camera off, I can literally go and talk to most of these restaurant owners and have conversations with them.”

Lee has not only managed to penetrate the cultural zeitgeist through his adept storytelling, uplifting those around him, as well as wholesome content featuring his family, but his brand itself has also proved to be a worthy contender for the hearts and minds of people worldwide. Many restaurants have benefited from the Keith Lee Effect, being immediately thrust into the spotlight with expanded visibility and business as a result of Lee’s endorsement, which amplifies the establishments. Despite the ensuing success of the restaurateurs, it’s not something that Lee takes credit for.

“I don’t take any of the credit for it because in reality, what I’m doing is eating food. I set my phone on the steering wheel, eat some food, turn the camera off, and go hang out with my kids. Then, when I post it, whatever is going to happen is just going to happen. That’s why I always give the glory to God, because I genuinely believe that if it weren’t for him, I wouldn’t be here. Anyone can eat food and share their opinion on it, and my opinion isn’t the end-all be-all. What resonates is that I’m genuinely being myself. And I know that’s easier said than done, especially in a landscape that we’re in when it comes to social media or in life in general. I’ve never done this with a motive or ulterior motive or goal. I was literally just enjoying what I genuinely have a passion for, which is food. And just traveling the world with my kids and my wife, and being able to eat and explore different flavors with them, has turned into this. When I see those restaurants and those stories, I get imposter syndrome, so I’m always taken aback by it. I believe everything happens as it’s supposed to. And if it weren’t for the people who are willing to go out into the restaurant and sit in line or go and support any local restaurant, none of this would be possible.”

Keith Lee

Courtesy of Keith Lee

As Lee continues to evolve on his life’s journey, he feels his elevation is directly tied to trusting himself and having faith in God.

“Whenever I feel like I shouldn’t do something anymore, I don’t do it. I think a lot of people get caught up in that because it’s easy to look into numbers, or what got you there, or what you think got you there. For me, I feel that if I’m called to do something, no matter what it is, I will do it. I started with cooking for my wife when she was pregnant, and cooking for myself when I was doing training camps. Then I started doing food reviews and posting my kids. It was always an evolution to what we are doing, even if it didn’t make sense in the moment. Going directly from cooking inside the house and only trying my own food to trying small restaurants and traveling within a week’s span was a blessing. I feel like you don’t know what you don’t know. And it can be scary, but I think that’s where my faith in God comes from.”