What if the creators promoting your brand didn’t just get paid, but actually owned a piece of it?
In this episode of The Business of Creators, Ian Shepherd sits down with Jeff Frommer, founder of OWM, to break down why the future of the creator economy isn’t more #ads — it’s ownership.
Jeff explains how founders can use equity as a growth engine, why creators should start asking “What do I own?”, and how influence-for-equity partnerships are reshaping distribution, incentives, and long-term value creation.
Topics Discussed:
- Why equity is a founder’s most valuable currency
- The shift from one-off sponsorships to long-term ownership partnerships
- How to value a creator in an equity deal
- The advisor vs ambassador vs co-founder framework
- How OWM structures and brokers influence-for-equity deals
- Why trust and distribution are the last true moats in an AI-driven world
Key Takeaways:
- How to structure influence-for-equity deals without overcomplicating legal or valuation
- A practical framework for deciding whether a creator should be an advisor, ambassador, or co-founder
- Why equity fundamentally changes how creators show up for a brand
- How founders can reduce CAC by aligning incentives instead of renting attention
- What creators should be asking brands if they want long-term upside
- Why AI will create millions of entrepreneurs, but attention and trust will be scarce
If you’re a founder trying to scale distribution or a creator thinking beyond brand deals, this conversation will change how you think about value.
Listen to learn actionable strategies to grow your creator business and don't forget to subscribe to the channel for more insights on the business of creators!
