The Crazy Story Behind Hornblasters' Rise | Matthew Heller DSH #1351

on it because it was an active investigation just from yesterday uh but again there was there was nothing found in the vehicle there was nothing in the vehicle uh but they really did a lot of damage ripping my whole vehicle apart and that was a real bummer and it was kind of an egg on the face of the uh police department uh the chief of police is actually ironically now the mayor of tampa whoa yeah okay guys matthewller, one of the craziest stories I think I've ever seen. So thanks for joining us today, man.
Thanks for having me, man. Yeah.
It's great to be here. You're out here in Vegas, which isn't a common thing for you, is it? It's, you know, I've been here so many times over the years.
My company, Hornblasters, is super involved with the SEMA show. So we're here like every November, and I was on the board planning that.
I really don't love Vegas. I don't like to gamble.
I don't pay for sex and I rarely drink. So there's just nothing out here for me.
But I'm so happy that we got to link up and do this. So I'm super excited about that.
Yeah. Well, you were raised by a single mother who was a professional clown.
I want to talk about that. Yes, sir.
That is a very unique childhood. Yeah.
My parents split when I was three. My parents were from Detroit.
They moved to Florida in search of a better life. My mom and father, they created a mobile dunk tank and they used to set that up at the flea market.
My dad was like a stilt man. And then my mom was a professional clown.
Once they split, I was just raised by her essentially. A clown's world is what her company was called.
And she was Rosie the Clown. I was a little kid clown.
And that was an interesting childhood to say the least. That's a super interesting.
Yeah, that was down in South Florida. We did a lot of like company picnics and birthday parties and stuff like that.
A lot of her customers were essentially in the cocaine business. And these parents would hire the clown to come entertain the kids while the parents would all do essentially at the party that's crazy but yeah it was a really really interesting upbringing and uh shout out to mom rosie for doing the best shout out to mama rosie yeah when did you start getting into tech technology uh just as as a only child raised by the clown um after the divorce my mom got very little from the divorce even though they had uh accumulated a huge fortune uh she was kind of afraid of my dad because he was getting into drugs so they split ways i was living in like a senior community it was a 55 and up community i really wasn't supposed to be outside or playing at any time um mom didn't really have the means for computers so we we would buy one from Office Depot on the credit card.

I'd have it for 30 days or whatever their return policy was, and we'd kind of flip them, and I'd get new computers every 30 days or so.

Wow.

She didn't know it at the time, but I was kind of gutting the computers on the inside, taking components out before she would return them.

And I was eventually able to Frankenstein together a computer that I was able to just play on that thing. Wow.

Humble beginnings.

Yeah.

Just big,

big computer nerd.

So you were a big gamer back in the day.

A little bit.

Uh,

the games weren't quite what they are now,

but yeah,

RuneScape,

Quake,

Doom,

Wolfenstein,

all the super old stuff,

Leisure Suit Larry.

Um,

and,

uh,

yeah,

it's,

it's come a long way.

Uh,

and then with the advent of the internet,

you know,

I was on America online and using different ISPs to get online. And yeah.
So I started off with gaming and then kind of delved into the hacking world. Just tinkering around.
And I was in a group of other fellow computer nerds. And we would try to take stuff down and then put up our own names and give ourselves like shout outs and put posts like political cartoons and just like different things on different websites that had vulnerabilities.
I was kind of more like a script kitty at the time, not like, you know, super formal hacking, but there was just a lot of vulnerabilities on the internet back then. So how did that work? You would, was that the, uh, when you flooded a bunch of traffic to a site, shut it down? Yeah, you could uh smt or ping bomb people like that that would work it would be like a ddos attack um i i was just i found like a send mail exploit with some of my friends on nasa.gov it was actually spacelink.nasa.gov and uh we we put some stuff up there just again some political cartoons uh free there was a hacker named ke Kevin Mitnick who was being held without a trial back in the day.
So that was the big thing. We were just putting free Kevin Mitnick up everywhere.
Did he get freed? He eventually did. Yeah, yeah, yeah.
He was being held forever. So, yeah, I was just kind of a computer nerd.
Did that. Got in trouble at high school.
They didn't have any any proof per se one of my media aid friends uh got pulled over for speeding and he dropped the dime on me to the cop uh who was just he was afraid to lose his driving privileges so he just kind of confessed to the cop and said hey i know this guy that hacked nasa and the cop is like what are you talking about i'm just i'm just writing you a speeding ticket or whatever uh but they started investigating that uh shortly after that the fbi was out at my house uh the next week asking questions wow they wanted to see my computer the parents would not let him in the house oh my mom got remarried when i was 15 i had a stepfather got it then uh shout out to kinsta today's sponsor you know when we first started building our brand, I had to teach myself everything from marketing to monetization. But one of the biggest pain points, hosting.
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So, yeah, they weren't allowed on the computer. I got expelled from high school over that super low point in my life.
Didn't really know what I was going to do. This is my 10th grade year.
And then about a week later, the FBI came back to the house and they offered me a job. They said, Hey, we know you're not really doing anything with your life.
Would you like to come help us? We're kind of behind the power curve when it comes to where we should be with technology and prosecuting some of these different cases and stuff. I had nothing else going on.
I worked with them from Florida for a bit, and then they eventually transferred me to Baton Rouge, Louisiana, where the district attorney there had a little more capacity to pursue these types of cases. So I was just going after locating people who were doing like credit card fraud, buying and selling credit card numbers in bulk and different hacks and stuff like that, trying to locate people and help them with probable cause.
I was essentially a cooperating witness. I didn't have a gun or a badge or anything like that.
I was told I wasn't allowed to talk about it for seven years or so wow because there was a bunch of open investigations that i was a part of uh 9-11 happened i was working for them in baton rouge at the time i called the morning of 9-11 i called my my superior my uh officer that i reported to and i said hey are we working today and she said we're not just kind of hang tight well we'll talk to you next week so i i sat there for a little bit and the next week they said hey we're not we're not doing any of these investigations anymore we're trying to do this war on terror thing uh here's here's your last money they paid me in cash it wasn't uh i didn't get checks or anything um it was cash the whole time the whole time uh and then they were also paying me like a per diem for housing i kind of forged the receipts and it's just living in my truck at the time pocketinging that money. Uh, and I'm so happy that happened because if I did sign a lease, I would, you know, still be stuck in Louisiana.
Uh, uh, so they released me and I went back to, uh, to Tampa, Florida, where now I had this, you know, a couple of years of no resume, no experience. And I wasn't allowed to say what I was doing.
I had all this, uh, esoteric knowledge of how these things worked, but again, wasn't allowed to talk about anything. That must've been a tough seven year period then.
It was a bummer to find work. Well, I started, I just got a bunch of like, uh, part-time jobs.
I was kind of like the grim reaper of death for a lot of these companies. I worked everywhere.
I worked, I got like 22 W twos that year, just getting hired and fired. Uh, I was at blockbuster video and service merchandise, Kmart, all these places just kind of closed up as I was working at them.
Uh, RIP Blockbuster. RIP.
Yeah. Uh, but then I got a job at Home Depot and that was really fun.
I enjoyed that. Uh, I had a low rider pickup truck and, uh, it went up and down and had air suspension on it.
I'm from South Florida and I always thought, you know, low rider culture was super cool. And I'm like, man, if I just had a truck that went up and down, I could probably meet a chick or something like that.
Um, so I was working at home Depot, uh, had this air suspension and not everyone enjoyed those, those little pickup trucks. So I felt like I was getting run off the road all the time and being always into trains as a kid, I found a train horn and I put it on my vehicle using some of the hardware from Home Depot and wired it all up.
And then I was just had this train horn on this little tiny pickup truck. And then folks were always asking, Hey, where'd you get that? That's kind of cool.
Um, I built a rudimentary website in 2002, uh, called horn blasters where I started selling these horns. And, uh, after about four years, I had to leave Home Depot and pursue the company full time.
And here we are now, 23 years later and still selling air horns. Well done.
Not a lot of companies lost that long. Yeah.
Yeah. I'm amazed.
Super blessed. What a journey too, to go from hacking into that much more innocent, right? Yes, sir.
So yeah, we just make these obnoxious horns. This was 2002.
I started putting videos on my website. This was before YouTube and we'd kind of use these videos of us using the train horn honking at people to help market the product.
I was paying a ton for like hosting. Shout out to Notion, today's sponsor.
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The website hosting and whatnot for the videos uh and then with the advent of youtube it was big blessing that we were able to finally share that content good timing right it out there yes sir yeah we're one of the first youtubers to have over a million views on a video that was big deal back in the day it was i should have stuck with that momentum i. We're now publishing more long form content on YouTube, but it took a long hiatus there for a minute.
You'll need a pod, a Hornblasters podcast. Yeah, yeah.
We've thought about that. Just blasting horns the whole pod.
That's what folks want to see. I always thought it was kind of unsavory myself, but it really is what drives the most traffic to the website is, you know, people just want to see that.
I can see that. You built some amazing relationships throughout this process, too.
Yeah, I've been real lucky to work with a lot of folks. I was in the right place at the right time between Joe Rogan and Red Band.
I met them real early on. We were the first, Hornblasters was the first sponsor of the Kill Tony podcast.
No way. Yeah.
no way yeah that's a flex super cool yeah i had no i'm so proud of uh everything that you know tony and brian have turned that into um but yeah i made just a lot of friends along the way i've had some uh instrumental folks uh along the way in tampa we would get some uh like newspaper press from time to time and then one of the local radio guys there mike kalta, he did me a real solid and kind of brought me into his ecosystem and introduced me to a lot of his other friends and comedians. And it's just kind of parlayed from there.
I love that, man. That's so cool.
Are you going to go to the Kill Tony show this week? I am. Yeah, yeah.
That was the being able to do your podcast and to go see my friends. Oh, I love it.
That's what I'm super excited about. I want to go to one of those these days it looks so fun it's incredible yeah it's a great show uh his madison square garden one looked crazy yeah that was i wanted to go to that one he had one on new year's i just it was kind of hard to talk the girlfriend into hey we're doing this on new year's you know uh but yeah it's it's incredible what what they've grown that into and uh yeah it's just a monster now and i'd to bring you on Sunday if you want to come.
Dude, I'd be honored. Thanks so much.
Your truck got destroyed. I wanted to talk about this because there's a whole PR article about this.
What exactly happened? So a lot of this got scrubbed from the internet. Surprisingly, there's only one page left, and that's the Daily Mail.
In 2014, my company Hornblasters, we threw a concert to try to promote the company a little more. Uh, we hired juicy J and, uh, this young upcoming rapper from Texas named Travis Scott.
So it was $5,000 and we got him to perform this concert. Uh, it was an Ybor city, which is like our historic, uh, like a bourbon street slash a historic cigar rolling effect cigar factory district of Tampa.
That's where all the nightclubs are and stuff like that. I have this big F650 at the time.
I used it for promotions of my company. I had that parked in Ybor City in a parking lot.
And when I got out of the concert, I walked out there and the truck had been all ripped apart. I had thought I got broken into.
When I did get in there, I found just a little note, no business cards, but on a small piece of loose leaf paper, it was like, dear sir, your vehicle was searched by the TPD canine for the alleged scent of marijuana on the passenger side. Any questions, call Corporal Fanning with a phone number.
Well, I mentioned that FM radio friend of mine, Mike Calta. I was i was telling him the story shortly after and he's like your truck got broken into a parked truck i said yeah well mike the next day called that corporal live on the air and uh of course the corporal wasn't allowed to comment on it because it was an active investigation just from yesterday uh but again there was there was nothing found in the vehicle there was nothing in the vehicle, but they really did a lot of damage ripping my whole vehicle apart.
And that was a real bummer. And it was kind of an egg on the face of the police department.
The chief of police is actually, ironically, now the mayor of Tampa. Whoa.
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modern technology. Protect yourself with Aries today today click the link below to learn more um they uh you can't just sue the government for damages you have to kind of give them notice that you intend on you know filing something yeah they eventually settled and paid me for the damages, but it didn't really reflect

what actually got broken because

it was a lot of custom work.

I just kind of had all my life savings

tied up in this vehicle at the time, and I had a real big

car show that weekend, so it really sent

me back. But what's super scary

is there was a ton of

press about that at the time, and it all got

pulled off the internet for the most part. It's not in

any of the archives. Like I said, it's only on Daily Mail

and some of the overseas things.

And knowing what you know, you know that's

Thank you. press about that at the time.
And it all got pulled off the internet for the most part. It's not in any of the archives.
Like I said, it's only on daily mail and some of the overseas things. And knowing what you know, you know, that's intentional.
Yeah. Whoever's got that power to rewrite history and pull specific news articles down.
I mean, that's terrifying, you know? That is interesting. Wow.
I didn't know police could search your car, first of all, without you in there. So after it's all part of the Patriot Act, which we just renewed.
I mean, after 9-11, we passed so much stuff that I think it's within 85 or 75 miles of an international boundary, which is where like 92% of the country lives. Essentially the entire state of Florida, because 10 miles offshore is international waters.
So then 10 miles, then 75 in the entire peninsula. Right.
So there is no protection it's fully constitutional there's no privacy and you know folks you know your vehicle your cell phones everything could be intercepted at all times pretty much that's good to know though terrifying thanks for letting me know that yeah yeah yeah that's that's that patriot act for us i mean i've been pulled over when i was younger and they just say, oh, your car smells like weed and they search the car. Yeah, yeah.
It's embarrassing. Like you're on the side of a highway, like they're searching your vehicle.
Yeah. People are passing you.
Yeah. Terrifying stuff.
But we voted for it and then we renewed it. So, yeah.
That's crazy. I'm sure you saw some wild stuff when you were on the inside.
It was crazy what they were what they were doing even then this was like 1998 99 2000 and uh i mean they had computers that sorry devices on networks have like a mac address on them and they had computers that had no mac addresses on their network cards so they could just install these at an internet service provider and then they would hook up uh like these i there's a company called iomega they made these things called like zip drives and uh uh they would put these zip drives on there to just capture all of the data that's going through the internet service provider um the program was called carnivore that i was working on and i mean it would just gather all the data they're doing that now with the the large scale with the Utah Data Center and the NSA. You know, it captures all forms of, you know, communication.
Wow. All digital pocket litter, receipts, traffic cameras, everything's all aggregated, I guess, in Utah.
That's nuts. Big brother is watching.
You got to be careful what public Wi-Fi networks you join. I just found out.
Sure. Yeah.
I used to use the ones at the airport, but now I don't. Yeah.
And what you're plugging into, everything. Yeah.
You had the outlet, right? You're super vulnerable. Part of the Edward Snowden stuff from, I think it was 2011 or 2012, there was an NSA program called Dropout Jeep.
And that was formed by an Israeli company that allowed you to see everything on iOS. You could push, pull, send files.
You could read the contacts, edit the contacts, read the messages, send the messages. You could turn the microphones on.
There's six or seven microphones on an iPhone. You could turn that on and hot mic everything.
Wow. Turn all the cameras on.
And this was stuff, you know, that snowden was warning about warning us about from you know almost two decades ago now uh so who knows you know what there is now but that's the price you pay if you want all the cool toys you know there just is no privacy you know you know it's scary because if you are an enemy in the government's eyes they could just plant something on you like some blackmail or some child pee or whatever and you're done terrifying right yeah yeah terrifying i mean that is super scary there's a lot of child pee out there too it was it was amazing we didn't when i was working with them i didn't have too much with that but they would have us uh locate people that they uh were investigating and trying to find folks i mainly sat on like internet relay chat and was uh trying to buy and sell credit cards but a lot of it was trying to find those nefarious folks as well yeah and there's just so many of them it's way more common than people realize yeah yeah people are just selling credit cards on chat rooms yeah thousands at a time that's so wild we were soliciting to purchase them uh we'd go to western union in the middle of the night when we'd find someone that uh was interested you know that was advertising that they had stuff we'd go to western union them the money. Sometimes they were just bluffing and they'd get to keep the money.
Sometimes they'd send the stuff. And then from there, we'd have the probable cause to go after them.
And it was a wild, wild time, which should have been my high school years. Yeah, that is crazy.
Any times you felt unsafe or like an investigation went south? No, not at all. And I didn't really have any like face-to-face with any of the folks we were investigating.
Some of the agents I was working with, they were wild. I mean, we would pull out cash for the Western Union from these accounts at the ATM in these sketchy neighborhoods in the middle of the night.
I just remember one of the guys I worked under, you know, all these guys carried a lot of weapons, of course, and they'd pull the money out of the ATM and then they're just driving outside with their hand out the window with fistfuls of cash come on someone rob us so they were kind of kind of you know yeah imagine trying to rob an fbi agent totally i love seeing those police body cams when they're trying to arrest an undercover fbi agent oh yeah have you seen those i've seen those and the ones who claim that they're fbi or not you know like the of thing. Yeah, folks, the security guards, so much great body cam footage out there now.
Yeah. So are you pretty removed from the hacking community these days? Fully, yeah.
And even then, I knew stuff, I knew enough to get in trouble, but I wasn't, you know, that bleeding edge with the technology or anything like that. Now I'm a rusty, I don't know if I'm a boomer, I'm 43, but yeah,

I'm totally,

totally out of it.

Do you feel like it's way harder now to hack stuff?

I don't know.

There's tons of zero day exploits

all the time

and there's tons of vulnerabilities

and,

you know,

folks that just have a lot of spare time

to poke and prod

and try to get into things.

You know,

there's definitely,

there's things that can be done

out there.

Yeah,

there's some clever ones.

There's some clever hacks.

I got SIM hacked.

That sucked.

Wow.

I couldn't do anything about it.

Oh, man.

That's a, they just, they cloned your number and then.

They called my carrier pretending to be me.

They must have bought my social security number off the dark web because I heard you could do that.

So they must have gave them that information.

Maybe got a fake ID somehow of me.

And then, yeah, they switched it to his phone. No bueno.
phone to his phone oh gosh man yeah luckily no one's going after the air horn guy all right but uh yeah social engineering hacks though i remember mgm and caesars got hacked a few years ago did you see that one yes sir just social engineering that's crazy yeah yeah lots of ways to to get the bag out there yeah well dude's, what's next for you? What do you got planned this year? Um, man, these, you know, I, I, I wouldn't say I'm a Trump supporter, but I am a Trump voter and, uh, I, I have always had his back with stuff, but these tariffs, uh, are really messing my business up personally. The past couple of weeks, a lot of our stuff is made here in the USA.
So I'm not worried about most of it, but some of our more complex electronics regrettably come from China. Damn.
And it's killing me now. How much did those, what percent increase did it go up? It's a lot.
I'm hearing, you know, it's over, I'm hearing 245% now and stuff like that. That would ruin your business.
It's a bummer, especially since I just launched a whole bunch of new products. And he warned us, though, during his first administration.
He said, you know, if you're doing business with China, re-evaluate all that. And I kind of took that with a grain of salt and threw caution to the wind.
So here we are. We'll see long-term how it plays out.
Interesting times. Right? Yeah, yeah.
Like, if you're being objective, it makes sense. If they're tariffing us, why can't we have 50% or sometimes 100% of what they're charging us? Sure, sure.
But I guess the immediate effects are obviously catastrophic.

Yeah, and I'm just seeing how it's causing hiccups in the supply chain.

And I hear there's like empty trains now and the freight ships.

And it's going to ripple through.

I don't know what this is going to do to the economy.

We'll see all the best.

I mean, I know something has to give.

Just wild times we're living in.

It always is, I suppose.

Well, you started streaming too. I started kicking recently.
K has to give, uh, just wild times we're living in. It always is.
I suppose. Well, you started streaming too.

I started, I started kicking recently.

Yeah.

Yeah.

Um, yeah, that's, that's the, the, the new movement.

Uh, we're on all the socials.

Uh, kick was the only new one for me and I'm like, eh, this is kind of fun.

Uh, I was hanging out with my buddy Tyler Yahweh last week.

He was kicking and I said, man, that's kind of cool.

So you're doing IRL kicks or you're doing a gaming or. Yeah, just I i i did some i had a bunch of facebook stock back in the day so i bought the meta quest when it came out yeah and man i got super addicted to the vr games in there and like there's like first person shooter games but it's come a long way since doom and quake that i used to play yeah so i found myself fully addicted to like VR first-person shooter games.
I'm trying to stay off of that. I don't want to go that route.
I've just been doing just IRL stuff and trying to show some of my friends and people that I hang out with day to day. That's cool.
Did you try Five Nights at Freddy's on the Quest? No. Oh, my gosh.
That game gives me eye rumors. That's cool.
I met the, in, what was it? Showbiz Pizza, I guess is what that was all based off that movie or the Five Nights at Freddy's, which eventually turned into Chuck E. Cheese.
What? Chuck E. Cheese was, the pre, yeah, the pre-part for Chuck E.
Cheese was Showbiz Pizza. And that, I guess that's what the Five Nights at Freddy's thing is based on.
Wow, I didn't know that. Yeah.
My buddy Mike Busey in Orlando, he is a super Chuck E. Cheese fan as well as like McDonald's.
Interesting guy. You got to Google Mike Busey.
Is he an actor? He does all kinds of stuff. His alleged uncle is Gary Busey.
That's who I'm big enough. Mike owns the wildest house in America.

It's called the Sausage Castle.

It's in Central Florida.

It's kind of the middle of nowhere.

It's an 88-acre adult playground, like an adult Disney world, essentially.

Sausage Castle.

Incredible guy.

Incredible guy.

One of my best friends for 20 years.

Really sweet.

Really, really sweet dude.

We've worked together as much as we can.

Share the same friend groups, essentially. Shout out Mike Busey.
That's cool. I'm trying to think what a sausage castle would entail.
You got me thinking right now. Yeah, yeah.
He's big. He's like the most canceled man on the internet, essentially.
He's had 20 different YouTubes and Snapchats. Sometimes he just posts a little too much and it gets taken down.
I think he'd be an an excellent person for kick probably yeah to think about it i'd love him on the show too sounds like an interesting person he's great and just a really really sweet guy he wanted to be he uh he went to like a seminary school he wanted to be a priest and then he he pierced his ear with a cross well and the the president of the school said you know that's not very godlike so then that kind of made him reconsider the path that he was going down whoa and now he's just uh he's covered in tattoos but they're all really cool like american tattoos uh super patriotic guy just just a really nice cat that's cool yeah absolutely great guy shout out shout out mike shout out to mike you got any tattoos i don't and i'm not against it there's just nothing i feel that compelled i. I'm the same.
Yeah, yeah. Yeah, hasn't called me yet.
Yeah, yeah. I kind of like being clean, though, too.
Yeah, I think it's more rare to not have tattoos these days. Plus, once you get one, you're not stopping at one.
That's how it is, yeah. It's a slippery slope.
Then you got a sleeve, then you got to do the legs. Yeah.
Never ends. It sounds cool.
Maybe one day, but yeah, so far, nothing yet. Well, where can people find you, man? It's been fun.

Horn Blasters on all social, everywhere.

Hornblasters.com and on every social media thing.

It's just Horn Blasters.

My personal one is Matt from Horn Blasters.

Boom.

Get yourself a horn, guys.

I'm going to get one for the studio.

We should.

We can put one under the table.

That'd be hilarious to scare the guests.

Absolutely.

Let's do it, man.