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In a strategic move to cultivate and showcase emerging talent, NASCAR has launched "RISING," an original documentary series exclusively available on YouTube. The series, which debuted with new episodes released nightly at 7 ET throughout the week, offers an intimate look into the lives and careers of three promising young drivers: Carson Hocevar, Jesse Love, and Rajah Caruth. This initiative reflects NASCAR’s broader commitment to generating compelling content that highlights authentic personalities, a philosophy championed by John Dahl, NASCAR’s Senior Vice President of Content since 2024.
Dahl, who previously served as an executive producer for the acclaimed "30 for 30" documentary series, has brought a similar ethos of authenticity to NASCAR’s content creation. This approach has already yielded successful projects like "Full Speed" and documentaries focused on the Earnhardt legacy. Dahl believes the sport possesses a rich pool of young drivers with compelling narratives that resonate with a growing and diversifying audience.
"What we’re looking (to spotlight) is characters and people, drivers in this case, who are willing to open up and not just present a polished PR look at their lives, and are willing to be vulnerable," Dahl stated in a teleconference. "These are drivers that have an interesting story, a backstory, and we see it with all three over the course of these five episodes, that they have inspiring and interesting backgrounds. We show them as human beings, and as we expand our audience for NASCAR, we look to do storytelling that is authentic and relatable, and that’s what we got here with RISING."
Carson Hocevar, a prominent figure in the current NASCAR Cup Series landscape, is positioned as a de facto central character in "RISING." His willingness to embrace the spotlight and be scrutinized is consistent with his public persona. Hocevar is known for his active engagement with fans, often streaming on Twitch during his evenings and maintaining accessibility during his off-season through dirt track and short track racing events.
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The documentary’s cameras followed Hocevar throughout his season, a process he found to be a natural extension of his open approach to his career. "I think it’s healthy for a show to have the good, bad and the ugly, right," Hocevar commented. "For me, I’m comfortable being vulnerable on a camera just because I think that’s healthy. Life isn’t all sunshine and rainbows, and when everything is PR or portrayed that way, the world can see through that pretty easily and feel like something is faked or whatever. I want to watch ‘authentic’ and ‘real’ and there’s a reason drama or clickbait sells. I think shows need that."
Hocevar further elaborated on the authenticity of the series, distinguishing it from scripted reality television. "With some reality shows, a lot if that is faked, even though it’s entertaining be so scripted but this was really enjoyable for me, how authentic it was, and how vulnerable I did get at times. There were times when it was rough, and I did wish it wasn’t being filmed, but at the same time, I look back on it and was happy that it was and I think fans will be too."
Hocevar’s candidness extends to his on-track demeanor, where he has sometimes been perceived as a polarizing figure. His tendency to voice his opinions without reservation has been a hallmark of his career since his teenage years on the short track circuit at Berlin Raceway. This characteristic continues as he enters his third season at the Cup Series level.
He contrasted his own approach with that of some younger drivers entering the sport. "There are some young drivers out there, 15 years old, and they show up to the track with nice pants and they look like salesman," Hocevar observed. "They have buttoned up shirts and their sponsors on them, mostly their family business, and they try to play a part. I never had that. I was showing up to the race track in shorts, and just wanted to race, and I always thought that even if this is what you’re supposed to do, at least I stand out by not doing it."
Hocevar’s objective with "RISING" is to present himself as an ordinary individual who has achieved the extraordinary opportunity to compete at the highest echelons of NASCAR. He emphasizes that he is not portraying a manufactured persona. His aspiration is to embody the type of racer he admired and rooted for as a child.
"This is a look at who I am behind close doors and how can I be the driver that I was a fan of growing up," Hocevar explained. He highlighted the evolving landscape of content consumption, noting the prevalence of YouTube documentaries and streaming services. He also pointed to the success of events like the "La Mullets" race at Freedom Factory, owned by content creator Cleetus McFarland, which garnered significant viewership, demonstrating the appeal of raw, accessible content.
"So ultimately, I just want to hopefully grow the sport, and not be a disservice to five-year-old me that fell in love with the sport," Hocevar stated. "It would be a disservice to that kid and every kid like me if I shied away from going into the stands, enjoying a Xfinity or Trucks race, and not positing about the things I do. I just hope that it moves the needle, because I’m passionate about this sport, and seeing kids with their parents because I was that kid once."
The inclusion of Jesse Love and Rajah Caruth in "RISING" further diversifies the narrative. Love, a rising star in the ARCA Menards Series, has demonstrated exceptional talent and a strong will to compete, accumulating multiple wins and championships. His journey, like Hocevar’s, is characterized by a relentless pursuit of improvement and a deep connection to the racing community.
Rajah Caruth, a product of NASCAR’s Drive for Diversity program, brings a unique perspective and compelling backstory to the series. His ascent through the ranks, fueled by dedication and a passion for motorsports, represents the evolving demographic of NASCAR. Caruth’s involvement underscores NASCAR’s commitment to fostering inclusivity and providing opportunities for a broader range of talent.
The "RISING" series, by focusing on these three drivers, aims to capture the raw emotion, the triumphs, the setbacks, and the dedication that define a career in professional motorsport. By embracing authenticity and vulnerability, NASCAR is not only creating compelling content but also actively shaping the narrative around its next generation of stars, aligning with the sport’s vision for future growth and fan engagement. The success of such documentaries is often measured by their ability to connect with audiences on a personal level, inspiring new fans and reinforcing the loyalty of existing ones. The strategic decision to release these episodes nightly throughout the week is designed to build momentum and maintain viewer engagement, a tactic commonly employed in serialized content delivery.
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