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Episode Summary
MJ Reviews WTX makes content for one audience: Midland and Odessa. When people tell him his feed is too local, his answer is simple: “My thing is, I am hyper local.” In this episode, Ryan sits down with MJ to talk about how a barber who needed more clients ended up reviewing restaurants across Midland-Odessa, and what being a local creator really looks like from the inside. They get into how he keeps his videos in front of local viewers, why engagement matters more than follower count, what TikTok actually pays, what he charges businesses and why, and the time he went back to a restaurant on his own dime because he knew his first video wouldn’t perform. If you want to become a creator in your own town, or you own a business and you’re thinking about hiring one, this one’s for you.
About the Guest
Martin “MJ” Amaya is a full-time barber and the creator behind MJ Reviews WTX on TikTok, Instagram and Facebook. He worked in the oil field for years, and before that did ironworking and a long list of other jobs. His first job was waxing floors at Target at 16. He also managed Cork & Pig Tavern for four years.
After he was laid off from his oil field job, he went all in on cutting hair. His younger brother, also a content creator, told him to start posting. One video asking locals to try him out as their new barber got him booked out. His wife was the one who said, “You worked at Cork & Pig for four years. Maybe you should talk about food.” His account started as Martin J. The Barber, and he rebranded to MJ Reviews at about 8,000 followers. Today he has about 38,000 followers on TikTok alone, and he says 95% of them are local.
Key Takeaways
- It started with one video and a barber’s chair. His first video to take off locally asked people in Odessa who were looking for a new barber to try him out. It hit about 25,000 views and got him booked out. Looking back, he says that video did three things right without him knowing it: it named the city, what people needed, and the value he was bringing.
- He’s not a food critic, and he’s never claimed to be. MJ calls what he does experiential reviews. “We’re not Anthony Bourdain. We’re not a food critic. I never claimed to be a food critic. I just started exposing businesses.” He compares it to judging a UFC fight: most of the judges aren’t fighters, but they know the rules.
- “My promotions are paid, my opinions are not for sale.” He sends that line to every business that reaches out. If he doesn’t like his experience, he won’t post it, and he’ll tell the owner not to worry about paying him. He didn’t start charging until the end of June, after a business told him they’d paid another creator “but I’m going to use you because you’re free.”
- The money from views is smaller than people think. At 38,000 followers, he made about $90 from TikTok views last month. His advice: don’t count on views alone. “Unless you have millions of followers.”
- One $250 video brought a business 21 clients. Affordable Pest Control paid him $250 for a video posted on TikTok, Instagram and Facebook. A month later the owner told him, “I have 21 clients because of you.” His standard package now is $300 for one video posted on all three platforms, about $100 a platform. He still tells every business the same thing: “I can’t promise you people through your door, but I can promise you visibility.”
- Should a creator with 1,000 followers charge? No. For MJ it comes down to engagement, not follower count. He’d tell a business to look at a creator’s comments and reposts before their followers, because he’s seen accounts with 100,000 followers getting 200 views.
- His local cheat code. Hashtag your city, tag your city and say your city in the first five seconds. He also puts “Odessa, Midland, Texas” in small text at the very bottom of the screen, so his videos land on the local For You page. “When I promote, I don’t want to promote people for people in New York. If I’m not in New York, I want to promote for people in Odessa.”
- When a video flops, he goes back. He knew his first video at Rinconcito Birria Jalisco on Grandview wasn’t going to perform, so he went back with his family and paid the bill himself. The second video did much better. “I felt like it was my obligation to go back and help him out.”
- Businesses should make their own content first. “If you create your own content, you’ll be the best.” A creator is an add-on, not the whole plan. Hire a marketing team, and bring in a creator once in a while.
- What’s next: brand deals, travel and the West Texas Creator Gala. MJ has hosted two events for local creators: about 144 creators came to the first one in January, and about 130 (plus their guests) came to the second on August 1 at the Wagner Noel. Next is the West Texas Creator Gala, an awards night on March 6, 6 to 11 PM, for businesses, realtors, food trucks and creators alike. “We’re all creators.”
- Anybody can do this. “I encourage everybody to be a content creator. If this fat 34 year old man can do it, anybody can.”
My Best of Midland
1. Pi Social
What it is: Pi Social @pi_social_mtx is a pizza spot on Wall Street in downtown Midland. (Website)
Who it’s for: Anyone who wants pizza, wings and a big salad in one stop.
“I’m infatuated with Pi Social. I love Pi Social. I love their pizza. I love their wings. I love the service. I love their salads. They’re amazing.”
How to go: 203 W. Wall Street, Suite 104. Open Monday to Wednesday 11 a.m. to 10 p.m., Thursday 11 a.m. to 11 p.m., and Friday and Saturday 11 a.m. to midnight.
2. Cork & Pig Tavern
What it is: Cork & Pig Tavern @corkandpigmidland is an elevated restaurant in North Midland, and the place MJ managed for four years. (Website)
Who it’s for: A sit-down dinner when you want something a little nicer.
“I know it’s a little biased because I worked there for four years. But Cork & Pig is an elevated restaurant. I stand by what they stand by, and I love everybody that works there, and I know what goes behind the scenes.”
How to go: 200 Spring Park Drive, Suite 200. Open Monday to Thursday 11 a.m. to 10 p.m., Friday 11 a.m. to 11 p.m., Saturday 10 a.m. to 11 p.m., and Sunday 10 a.m. to 9 p.m.
3. Cilantro’s Burritos and Bowls
What it is: Cilantro’s Burritos and Bowls @cilantroburrito is a newer burrito and bowl spot on South Big Spring Street, just south of downtown.
Who it’s for: A quick lunch. MJ says to get the al pastor.
“I didn’t like this one at first. But the second time, man, I loved it. Cilantro’s was actually really good.”
A friend posted a video about it and told him he had to go, so he gave it another try at lunch and was sold.
How to go: 900 S. Big Spring Street. It’s new, so check their Instagram for hours before you head over.
4. Doña Anita’s Restaurant
What it is: Doña Anita’s Restaurant is a traditional Mexican restaurant on West Florida Avenue in South Midland.
Who it’s for: Anyone who wants home-style Mexican cooking and an experience you won’t get anywhere else.
“I’ve only been there once, but I had a very beautiful experience.”
He was seated next to the piano and told his server to pick for him. She chose the green brisket, and he loved the beans, rice, chips and salsa too. After the owner finished cooking, he asked if he could play. He’d been in a jazz band, and he played seasonal music, including Charlie Brown.
How to go: 305 W. Florida Avenue. Hours aren’t posted online, so call or check before you go.
5. Cowboy Prime
What it is: Cowboy Prime @cowboyprimetx is a steakhouse in North Midland. (Website)
Who it’s for: A special night out.
“It is a little pricey, but I recommend Cowboy Prime. I love the butter cake and I love the sushi.”
How to go: 200 Spring Park Drive, Suite 210. Open Monday to Thursday 11 a.m. to 10 p.m., Friday and Saturday 11 a.m. to 11 p.m., and Sunday 10 a.m. to 9 p.m.
And in Odessa
MJ asked if he could do both sides of the county, so he did. Here are his five in Odessa:
- Limon con Chile, 1806 E. 7th Street. The first restaurant that ever reached out to him for a review. “I usually go for the soup.” Open daily 8 a.m. to 3 p.m.
- Sushi Brothers, 1351 E. 8th Street. “I love the mango sushi.” He also gets the Brothers Roll and the sushi balls.
- The Cowboy Palace, 4101 E. 42nd Street, Suite 121. “A very high protein restaurant.” All their plates come with meat. Open Monday to Saturday 10 a.m. to 10 p.m., and Sunday 10 a.m. to 9 p.m.
- Casa de Barro, 6496 W. University Boulevard. Go for breakfast. Open daily 7 a.m. to 3 p.m.
- Red Oak Kitchen, 7260 TX-191 Frontage, Suite 200. “I think brunch for Red Oak Kitchen is phenomenal. You can’t go wrong.”
Mentioned in This Episode
- Limon con Chile: the first business that reached out to MJ for a review
- Affordable Pest Control: the $250 video that brought in 21 new clients
- Rinconcito Birria Jalisco on Grandview: where MJ went back on his own dime
- Wagner Noel Performing Arts Center: where MJ hosted his creator event on August 1
- The West Texas Creator Gala: MJ’s awards night for local businesses and creators, March 6, 6 to 11 PM
- Kick: the live streaming app MJ thinks is next for creators
Hungry for more? See our guide to where to eat in Midland and our guide to Mexican restaurants in Midland. Own a business? Add it to our directory for free.
Find MJ
Follow MJ Reviews WTX on TikTok and Instagram, and search MJ Reviews WTX on Facebook. When he’s not making content, he’s most likely behind the chair. You can book a cut with him on Booksy.
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