Earned: Unlocking the Power of the Creator Economy

In Ep. 77 of Earned, we're joined by Roxy Young, Chief Marketing Officer at Reddit, the mega-popular discussion forum that's home to thousands of digital communities, aka Subreddits. We start the episode by hearing what's on the horizon for Reddit, including its goal to expand beyond English-speaking geographies, before learning what drew Roxy to join Reddit back in 2017. Next, Roxy breaks down Reddit's main revenue stream—advertising—and explains why Reddit's varied, vibrant communities drive so much value for advertisers looking for their target audience. We then discuss examples of how brands have successfully activated communities on Reddit, as well as the challenges associated with managing open discussion forums. Roxy shares how Reddit continues to strengthen its relationship with creators—in this case, community moderators—via roadshows and feedback sessions, and we explore how Reddit has maintained its "brilliantly absurd" personality amid rapid growth. To close the show, we ask Roxy about her secret sauce for joining mega-successful companies early on (including Netflix, Sephora, and Hipmunk), and she reveals her personal favorite Subreddits. In this episode, you will learn: Why community is at the heart of Reddit How advertisers tap into Reddit's passionate communities How Reddit fosters relationships with its creators (aka moderators) Resources: Reddit Connect with the Guest(s): Roxy Young's LinkedIn Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 76 of Earned, Conor sits down with Akash Mehta, co-founder and CEO of fast-growing, Ayurvedic-inspired haircare brand Fable & Mane. To start the episode, we discuss the resurgence of brick-and-mortar retail, and Akash explains the importance of continuing to invest in both online and in-store experiences. He shares some takeaways from the recent Sephora Brand Summit, including the importance of influencer marketing and the strong correlation between brands winning in Earned Media Value (EMV) and revenue. We discuss why Sephora is not only a retailer, but also a key brand building partner for up-and-coming brands, and Akash emphasizes the importance of a focused distribution strategy. Next, we discuss how Fable & Mane creates demand in non-English speaking markets, and the large and relatively still untapped market opportunity in India. And of course, we talk about Akash's bread and butter—influencer marketing—and learn his philosophies, learnings, and predictions for the future of the space. To close the show, we talk about what inspired Akash's own podcast, Founded Beauty, and hear how his dad's experience in manufacturing and distribution have impacted Akash's approach to building and growing Fable & Mane. In this episode, you will learn: When and how to approach working with retailers How to expand globally in the beauty industry How influencer marketing strategies change with brand size and equity Key Takeaways [5:32 - 8:24]: Taking a look at Sephora as a brand builder [14:24 - 17:50]: The growing beauty industry in India [22:18 - 24:09]: How to approach content creation as a personal brand [29:54 - 34:43]: Akash's work efficiency and how he manages his time Resources: Fable and Mane Founded Beauty Connect with the Guest(s): Akash's LinkedIn Akash's Instagram Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In our 75th episode of Earned, we're joined by Lee Stimmel, a veteran of the music industry and the current head of global partnership marketing at Prime Video & Amazon Studios. We start by diving into Lee's time at Amazon, and learn how he spearheaded the company's influencer marketing program before taking on his new partnerships role. Lee explains how the lines between traditional talent and socially native creators are blurring, and shares Amazon's learnings around integrating influencers into its creative processes. Next, we take a step back and dive into Lee's seasoned career in the music industry. Lee unpacks how the industry has had to evolve from the traditional label structure to the current streaming era—a transition that has put the power back in the hands of the artists. We discuss how social media has enabled artists to connect with their communities in more meaningful ways than ever before, and the strategies behind building "fandoms" today. We then learn why Lee pursued original content creation at Columbia Records and Sony Music, and hear the origin story for "Mike Tyson Mysteries," an animated series starring boxing champ Mike Tyson. We circle back to Amazon, and Lee explains why he saw influencer marketing as a "white space" in the company, and how Amazon continues to collaborate with and elevate these creators. To close the show, Lee shares what he loves most about working for Amazon, before revealing what's up next. In this episode, you will learn: How social media transformed the music industry How to build "fandoms" today Why Amazon Studios is tapping in to the creator economy Key Takeaways [04:00 - 7:01]: How Amazon Studios works with celebrities and influencers [8:13 - 11:00]: The evolution of the music industry [11:00 - 14:15]: How to build fandoms today [20:39 - 23:43]: Why Lee pioneered Amazon Studios' influencer marketing program [23:43 - 26:27]: Life at Amazon Resources: Prime Video & Amazon Studios Connect with the Guest(s): Lee's LinkedIn Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 74 of Earned, we sit down with Dr. Brent Ridge and Josh Kilmer-Purcell, the incredible founders of goat milk-powered skincare line Beekman 1802. To start, we explore why Brent and Josh are so eager to pursue new, varied opportunities, such as starring in their own reality TV show, *WINNING* Season 21 of The Amazing Race, and authoring best-selling memoirs, to name just a few. We then dive into the couple's rural backgrounds, and learn why they decided to purchase the 19th-century Beekman Mansion in upstate New York. Brent and Josh share the story of how helping out their neighbor, Farmer John (and his goats), in the wake of the devastating 2008 recession eventually inspired the creation of the Beekman 1802 brand. Next, they reveal the impact that having their own TV show, and winning The Amazing Race, had on their brand and community. We step back to their early days building Beekman 1802, and hear how their ambitions have evolved after surpassing $150 million in revenue and accepting a $100 million investment from Eurazeo. To close the show, Josh and Brent explain why kindness is the core tenant of their brand and company culture, and the couple reveals their best advice for maintaining a healthy personal and professional relationship. In this episode, you will learn: Why Brent & Josh took advantage of every opportunitiy to grow awareness around Beekman 1802 Why kindness is the core tenant of Beekman 1802's brand and company culture How the "51% rule" can help maintain a strong working (and personal) relationship Key Takeaways [00:53] Why Brent & Josh take advantage of every opportunity [05:13] The origin story of Beekman 1802 [11:05] The impact that Brent & Josh's reality TV show—and *winning* The Amazing Race—had on brand awareness [16:59] How Brent & Josh scaled and sold Beekman 1802, and their ambitions for the future [24:01] Why kindness lies at the heart of the brand and company culture [29:28] The 51% rule for maintaining a positive working (and personal) relationship Resources: Beekman 1802 Connect with the Guest(s): Josh's LinkedIn Brent's LinkedIn Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In today's episode of Earned, we sit down with Evan Horowitz, co-founder and CEO of Movers+Shakers, today's fastest-growing creative agency that "connects brands to culture." We start by diving into Evan's background, and learn how he went from earning an engineering degree from Stanford to pursuing an MBA at Harvard. Evan shares why he decided to pivot into the marketing field, and what eventually inspired him to become an entrepreneur and launch Movers+Shakers in 2016 with his husband Geoffrey Goldberg. We discuss the creative agency's standout success—achieving 250 BILLION views across its TikTok campaigns—and unpack the philosophies and strategies behind this boom. Evan reveals how the agency helps its clients stay on the cutting edge of culture, and why intuition is a key ingredient to its secret sauce. Next, we hear how Movers+Shakers integrates creators into its campaigns, and what Evan's ambitions are for the agency's future. Evan also shares how the idea for Movers+Shakers was originally conceived after Geoffrey, a Broadway performer and director, posted a dance video online that went viral overnight. To close the show, we get Evan's thoughts on how TikTok has evolved over the years, and where he anticipates it going next. In this episode, you will learn: Why intuition is a key ingredient to Movers+Shakers' secret sauce for keeping brands on the cutting edge of culture How Movers+Shakers' integrates creators into its brands' campaigns How TikTok has evolved over recent years, and where it's heading next Key Takeaways [05:51]: How Movers+Shakers keeps its client brands on the cutting edge of culture [15:58]: How Movers+Shakers integrates creators into its brands' campaigns [19:15]: How Movers+Shakers differs from more traditional creative agencies [24:58]: How TikTok has evolved over recent years, and where it's headed next Resources: Movers+Shakers: https://moversshakers.co/ Connect with the Guest: Evan's LinkedIn: https://www.linkedin.com/in/evanhorowitz/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 72 of Earned, Conor sits down with Silvia Galfo, general manager of Armani Beauty. We start by talking about influencers: when Silvia first realized their potential, and how the narrative—and budgets—around influencer marketing have shifted in recent years. Silvia describes how important it is for luxury brands to strike the right balance between establishing a brand-led narrative and giving up some control to creators. We also discuss how to divvy up the marketing budget with the increasing number of channels available today, and Silvia shares her test-and-learn philosophy. We then explore the world of fragrance marketing—a historically difficult vertical to market across social media. Silvia emphasizes the importance of entertaining your audience, and shares the success of a recent TikTok activation for Armani's Acqua di Giò Profondo fragrance. To close the show, we discuss how to adapt your brand's message to resonate across international markets, and why Silvia's leadership style prioritizes nimbleness and agility. In this episode, you will learn: How luxury brands' approach to influencer marketing has shifted in recent years The importance of entertainment in fragrance marketing Why you should adapt your brand's message to resonate across international markets Key Takeaways [02:28] Why brands—including luxury brands—should lean into influencer marketing [10:31] How Silvia divvies up the marketing budget across all of today's new channels [13:39] How to effectively market fragrance on social media [18:15] Why brands should adapt their messaging to resonate across different markets and cultures [25:12] Why Silvia's leadership style prioritizes nimbleness and agility Resources: L'ORÉAL's website Giorgio Armani L'ORÉAL Connect with the Guest: Silvia's LinkedIn Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 71 of Earned, Conor sits down with Marc Hustvedt, president of the largest YouTube channel in America (137 MILLION subscribers): MrBeast. Marc's impressive resume also includes founding ventures like Tubefilter, Supergravity Pictures, and the Streamy Awards. We start the episode by learning why Marc enjoys building new companies, and hear why he's particularly interested in YouTubers. We ask Marc about the core elements that make a piece of content successful, and the reasons behind MrBeast's most recent explosion in (billions of) views. Marc shares how the MrBeast team has leaned into TikTok, before explaining the importance of viewer acquisition with captivating video titles and thumbnails, and a few of the ways MrBeast optimizes its content for performance. We hear Marc's take on the current monetization models of social platforms like YouTube and TikTok, and how MrBeast's side ventures like Feastables and MrBeast Burger are now contributing a larger slice of the revenue pie. To close the show, we discuss the impact that MrBeast, aka Jimmy Donaldson, has had on his hometown of Greenville, North Carolina, and hear what's in store for the company over the next 20 years. In this episode, you will learn: The keys to creating a successful piece of content The importance of catchy video titles and thumbnails for viewer acquisition How MrBeast grew a following of 137 million subscribers (and counting!) Key Takeaways [12:51] The keys to creating a successful piece of content [20:25] Why MrBeast leaned into TikTok [26:06] The importance of optimizing titles, thumbnails, and integrated ad reads [41:40] Marc's predictions for the future of MrBeast Resources: MrBeast Youtube: @mrbeast MrBeast Twitter: @mrbeast MrBeast Instagram: @mrbeast Shop MrBeast Merch: https://shopmrbeast.com/ Connect with the Guest: Marc's LinkedIn Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In our 70th episode of Earned, we sit down with Winnie Park, CEO of Gen Z retailer Forever 21. We start by discussing the resurgence of retail and in-store shopping, and how the industry has changed since the start of the pandemic. Winnie unpacks the evolution of Forever 21's omnichannel strategy, and emphasizes the importance of meeting the customer where they're at. We dive into the retailer's approach to influencer marketing, and Winnie shares why Forever 21 prioritizes co-creation. Conor asks Winnie what it takes to run hundreds of physical retail locations, and Winnie explains why store associates are crucial because they're closest to the boss—the customer. Next, we hear Winnie's perspective on the "Glass Cliff" phenomenon, and she shares why she believes women make some of the best CEOs, particularly in tough times. To close the show, Winnie reveals her greatest learnings from her mentors, and why she now loves mentoring other professionals, before sharing the advantages of being part of the SPARC Group community. In this episode, you will learn: How the retail industry has evolved and bounced back since the start of the pandemic The importance of a balanced omnichannel strategy and meeting the customer where they're at Why women make some of the best CEOs in tough times Key Takeaways [01:08] The resurgence of retail and in-store shopping [09:43] The evolution of Forever 21's omnichannel strategy [17:34] Forever 21's approach to influencer marketing [23:40] The keys to successfully running physical retail locations [27:49] Winnie's perspective on the "Glass Cliff" phenomenon Resources: Forever21 Forever21 on TikTok - @forever21 Forever21 on Instagram - @forever21 The Spark Group Connect with the Guest: Winnie's LinkedIn - @winnie-park Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In our latest episode of Earned, we sit down with Jason Wagenheim, President and Chief Revenue Officer at global media company Bustle Digital Group. To start, we dive into Jason's long-spanning career in publishing at Condé Nast, including his time at Vanity Fair, Glamour, and Teen Vogue. Jason reveals how accurate "The Devil Wears Prada" was, then unpacks how digital publishing took the print world by storm. We learn about the triumphs and challenges of acquiring and integrating a portfolio of independent media companies under one roof, including Elite Daily, The Zoe Report, and Inverse, before Jason emphasizes the importance of being comfortable with change. We discuss how publishers were the original influencers, and why advertisers should continue to see their value. Next, Jason shares the learnings he's applied from his background in sales, and explains why empathy is key to being a successful leader. We close the show with the origin story of Jason's current side hustle and passion project: East End Cowboy barbecue sauce. In this episode, you will learn: + How the evolution of digital publishing took the print world by storm + Why publishers are the original influencers + The qualities you need to be a successful leader Key Takeaways: [04:27] The rise of digital publishing and its impact on print media [07:33] Why publishers are the original influencers [15:58] The benefits and challenges of acquiring independent media companies [26:54] Jason's biggest learnings from his background in sales [30:16] The key qualities of a successful leader [35:32] Jason's BBQ sauce side hustle Resources: BDG - Bustle Digital Group Book - Who Moved by Cheese Book - The First 90 Days East End Cowboy BBQ Connect with the Guest: Jason's LinkedIn East End Cowboy Instagram Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 68 of Earned, we sit down with beauty industry veteran Ken Landis. Ken has a proven track record of success, co-founding some of today's top beauty brands, including Bobbi Brown Cosmetics, TULA Skincare, and DIBS Beauty. To begin the episode, Ken reveals the core characteristics of a successful beauty brand, emphasizing the importance of a focused distribution strategy and unpacking his mantra of "narrow and deep." He explains why Bobbi Brown Cosmetics started out in the '90s by being "laser focused" on high-end specialty retail stores, and prioritized winning market share in the few doors they were in, rather than maximizing distribution. We then dive into TULA, and Ken shares why the skincare brand launched with a digital-first, influencer-centric strategy, which quickly paved a path to profitability. We explore the difficulties of building a brand identity through retail compared to DTC, and Ken unpacks the differences in marketing a color cosmetics brand versus a skincare brand. We then discuss how the creator economy has evolved over the years, and how DIBS and Tula approach organic relationships versus paid partnerships with influencers. To close the show, Ken details the key factors that have attracted him to invest in a variety of companies, from beauty to tech to art to cannabis, before sharing his philosophies on effective leadership. In this episode, you will learn: How to build a brand identity that stands out in a crowded market Strategies for leveraging organic relationships and paid partnerships with influencers Key characteristics that investors look for in a brand Key Takeaways [02:47] The core elements of a successful beauty company [11:40] How digital marketing has evolved since Ken began in the industry [14:40] Utilizing influencer marketing to expand brand awareness [16:45] Common mistakes brands make in retail [22:43] Key qualities Ken looks for when investing in companies Resources: Bobbi Brown Cosmetics TULA DIBS Beauty Connect with the Guest: Ken's LinkedIn - https://www.linkedin.com/in/ken-landis-88b7423/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ