Drew Michael Scott is the stylized eye behind Lone Fox, the fastest-growing YouTube channel in the home space. Through innovative DIY projects, home hacks and renovation videos, Drew’s objective is simple—provide attainable, achievable home decor and renovation projects that will not intimidate his audience with complexity or expense, but instead inspire them to beautify their homes.
As a graduate of FIDM, Drew started his career in the men’s lifestyle space and soon after pivoted into creating home content. Drew has always been interested in hands-on DIY projects, having launched an Etsy scrapbooking shop when he was 12, but when he committed to building Lone Fox into a home decor brand, his channel caught fire and the attention of millions.
Drew has been strategic in finding the best ways to relate to his audience online, but wanted to create a more tangible connection, so he launched his e-comm store, LoneFox.com. Here, he curates collections of home décor merchandise from artisans all over the world to bring a touch of interest to any room inside your space. Drew continues to inspire millions and prove that it is possible to create a magazine worthy home on a budget.
Drew’s goals for 2022 were to grow his channel, further establish himself as both a content creator and a designer, and to increase the presence of Lone Fox as an online shopping destination in the home goods sector.
Since launching his Lone Fox YouTube channel, Drew’s audience has grown organically, but his content began to shift in 2022 after he purchased his first home in Los Angeles. Admittedly, he wasn’t sure this pivot would pay off, and identifying a new balance for his YouTube channel content posed a challenge as his niche had always leaned towards more wallet-friendly projects for the younger generation who rents. However, with the purchase of his 1920’s Spanish revival home, Drew created the opportunity to elevate his design approach and expand his expertise, while preserving his roots in offering attainable decor for all types of homes. This allowed him to continue highlighting the renter-friendly DIY projects his audience has proven to connect with, while also showcasing larger-scale design projects, solidifying his talent as both a Creator and a Designer.
Drew has sustained that balance by incorporating longtime beloved products from IKEA, Target and Wayfair, while organically incorporating his curated collection of home goods into nearly every project he touches, educating his audience on how to style each piece and add a touch of Drew to their own homes. This allowed Drew to expand his own knowledge and show his highly-engaged audience more challenging home renovation projects, pieces worth investing in, and how to mix those with affordable décor items.
Drew’s content also offers a look inside his search of one-of-a-kind vintage pieces sourced from local thrift shops. By filming his shopping excursions, Drew created a deeper connection with his audience by allowing them a firsthand look into his design process and approach, sharing what pieces are worth it and what items you should leave behind.
This further solidified Drew as a voice of authority and tastemaker in the design space, igniting a new passion that would lead Drew to curating a vintage collection exclusively for Lone Fox in the new year.
2022 garnered incredible results for Drew in both expanding the reach of his content, and establishing him as an interior designer. The Lone Fox YouTube channel grew by nearly 275,000 subscribers in 2022, reaching 39.3 million viewers who watched over 382.7 million minutes of Drew’s content. Through his organic relationship with Wayfair, Drew completed his biggest design makeover to date, showcased in a four-part series in partnership with YouTube and Wayfair that garnered nearly 4 million views and a promotional billboard in Los Angeles.
Furthering his presence in the design space, Drew teamed up with Architectural Digest to help launch their YouTube series, “Custom Crafted,” and his first episode remains the highest-viewed episode of this series to date. He was featured in The New York Times, has collaborated with “Good Morning America” on multiple social media videos, and Modern Luxury Interiors touted him ‘One to Watch.’
Adding to his list of accolades, House Beautiful awarded his e-comm store, Lone Fox, one of the best home stores in America, and through incorporating his curated collection into his design videos, his online sales increased by 129%.
