Installing on ATV1... Doesn't install anything

Looking to install OSMC on my ATV1. Downloaded the OSMC installer, followed the directions for HDD install (I also tried USB install). Shut down the ATV1 inserted the USB stick and then booted. Came right into the Apple TV. No OSMC or scripts trying to run. I tried 2 different USB sticks (one brand new). Did factory settings on ATV. Still nothing. Tried booting while holding Menu and -

I looked around and didn’t see anything. Am I missing something?

Must be the USB stick. I have had this issue with SanDisk USB sticks (because of U3)

Got a third USB. Cheapie from Walgreens for $5. Worked like a charm.

THANKS!