In December of 2017, the AVP made a landmark announcement: It would be partnering with Amazon Prime for the upcoming season, and several after that. The partnership would include a much-improved livestream experience, with viewers able to watch on one of the most rapidly growing platforms, with a professional announcing team and a camera crew and interviews and features and everything one might expect when an athletic league teams up with one of the country’s most popular businesses.

It was a widely lauded move, and it has since been met with enthusiasm and approval from the beach fans that be, though yes, there have been criticisms here and there due to the inevitable learning curve of a new venture.

Yet here’s what hasn’t been announced in any official capacity, since the individual in question does not operate under any official capacity anyway: the launching of Brian Cook’s wildly popular Instagram stories, in which he follows and posts about the AVP from his apartment in Manhattan Beach, creating a character that is at once overtly sarcastic and deeply knowledgeable, hilarious yet also sort of correct in his analysis, and the best brand ambassador Michelob Ultra never knew it wanted.

“The whole thing started with the first tournament in Austin,” said Cook, who isn’t playing because of a series of surgeries required after years of playing indoor in college at Stanford and overseas in Italy and Greece. “I was just watching the livestream, and that one was kind of a negative story, it wasn’t the nicest story, but I had no bad intentions and still don’t have any bad intentions for anyone. But I gained a little following because a lot of people were frustrated with the Amazon Prime stream. It was their first time, it was understandable, and I just wanted to let them know – look, you gotta make it a little better.”

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