The Business of Creators

In this engaging conversation, Ben Woods, a creator economy analyst at MiDiA, discusses his forecast of 1.1 billion creators by 2032. He delves into how video is becoming the universal language for creators and how AI tools are revolutionizing content production. Ben reveals the challenges creators face, like burnout and platform dependence, while highlighting the shift of brands adopting creator strategies. He emphasizes the need for creators to own their audience for better monetization and the growing importance of community in the creator landscape.

What if your customers could become your most powerful influencers — and you paid them less than Facebook ads? In this episode of The Business of Creators, Ian Shepherd sits down with James Watt, co-founder of BrewDog and now founder of Social Tip — a groundbreaking platform aiming to democratize influence. James shares how Social Tip flips the traditional advertising model on its head by turning everyday customers into brand advocates.They explore James's transition from brewing beer to building tech, what makes Social Tip unique, and how it's gaining traction with both major brands and local businesses. From the power of peer-to-peer marketing to the impact of AI on content creation, this is a must-listen for anyone interested in the future of advertising and creator monetization.Topics Discussed:Why James launched Social Tip and what it doesThe outdated nature of traditional advertising modelsHow the platform turns everyday customers into influencersEarly traction with UK brands and plans for US expansionInsights from BrewDog and how they inform this new ventureKey Takeaways:The Future of Ads Is People, Not Platforms: Peer-to-peer marketing outperforms traditional advertising in both cost and impact.Authenticity Beats Influence: Real users with small followings are creating high-performing, genuine content.BrewDog Playbook 2.0: Social Tip empowers communities over stunts — a quiet but radical shift in strategy.From Coffee Shops to Corporates: The platform is scalable for both global giants and indie businesses.Now’s the Time to Build: AI is supercharging entrepreneurship — and the hard stuff is what builds real 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!

If you're a creator and not making six figures yet — this might be why. ThriveCart CEO Ismael Wrixen reveals what actually works in the creator economy after processing over $2 billion in sales — and shares the blueprint behind today’s top-earning creators.In this episode, Ian Shepherd digs into ThriveCart’s 2025 Creator Economy Report with Ismael, uncovering the future of digital products, why niche creators win, and how AI is opening massive new revenue streams. Whether you’re selling templates, running a membership, or dreaming of high-ticket launches — this is the roadmap to doing it right.Topics Discussed:- What ThriveCart’s $2B in sales data reveals about successful creators- Key shifts in the creator economy through 2030- Why community is the most underrated growth engine- How AI is transforming education, skills, and monetizationKey Takeaways:- Find out what separates six-figure creators from the rest- Learn how to use niche positioning to charge more and grow faster- Discover the best ways to validate your product before you scale- Get tactical tips to increase conversions and customer lifetime value- Understand how to future-proof your creator business in an AI-powered worldListen 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!

What if the next Halo wasn’t built by a massive studio, but by a teenager on Roblox? In this episode of The Business of Creators, Ian Shepherd talks with Alex Seropian, co-creator of Halo and founder of Look North World, about how the gaming industry is being reinvented by creators, communities, and platforms like Fortnite and Roblox.Seropian explains why he believes we’re entering the Creator Era of gaming—where players aren’t just consumers but builders shaping the future. From empowering young developers through his Creator Label to using AI to bridge platforms, Seropian shares a bold vision for what comes next in interactive entertainment.Topics Discussed:- Why the biggest opportunity in gaming now lies in player-creator platforms- How Look North World funds and mentors next-gen developers- The role of AI tools in transforming how games are built and shared- How brands like Hasbro and DoorDash are creating experiences inside games- Why Roblox, Fortnite, and Minecraft are outpacing legacy studiosKey Takeaways:- You’ll learn how creator platforms are becoming the new frontier for game development.- You’ll discover why these ecosystems are more equitable and community-driven than traditional studios.- You’ll hear how Look North World’s Creator Label gives young devs ownership, funding, and mentorship.- You’ll understand how AI is reshaping production speed and cross-platform creativity.- You’ll gain insight into how brands are monetizing engagement through in-game storytelling.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!

What happens when AI meets creativity and respects the people behind it?In this episode of The Business of Creators, Ian Shepherd sits down with Oscar Höglund, CEO & Co-founder of Epidemic Sound, to dive into how AI is transforming music in content creation without replacing artists. From emotional storytelling to fair artist compensation, this is a deep dive into building creator-first tools that actually work. Steve Wright, filmmaker and YouTuber, joins the conversation to share a creator's perspective.Topics Discussed:- The vision behind Epidemic Sound and its 16-year journey- Launching "Adapt" — Epidemic's AI tool that empowers creators- Steve Wright’s creative process and the role of music in storytelling- Music’s emotional impact and how it shapes content- The balance between AI innovation and ethical responsibilityIf you listen to this episode, you'll learn:- How to use music to dramatically elevate your video content- Why AI doesn’t have to replace artists — it can support them- How tools like Adapt can save creators hours of editing time- What smart creators are doing to diversify their income- How working with creator-first platforms builds long-term successListen 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!

What happens when a 23-year-old creator lands a groundbreaking role at ESPN? Katie Feeney is living the dream — and changing the game. In this episode of The Business of Creators, Ian Shepherd talks with Katie about her rise from Musically to becoming ESPN’s first-ever Sports & Lifestyle Creator.Katie reveals how she creates real-time content at live sports events, builds engaged cross-platform audiences, and bridges the gap between Gen Z and traditional sports media. Whether you're a creator, marketer, or sports fan, this conversation is packed with insights on what it takes to thrive in today’s creator economy.Topics Discussed:- Katie’s path from social media intern to ESPN creator- How to stand out in the saturated world of sports content- The behind-the-scenes reality of producing content at major events- Building influence across TikTok, Snapchat, YouTube, and Instagram- Balancing authenticity with professional production supportKey Takeaways — What You’ll Learn:- How to break into legacy media as a digital-first creator- Why early adoption of new platform features can lead to explosive growth- The real metrics that matter (and how to boost them)- How to handle content chaos at live events with a repeatable system- Why being platform-diverse protects your brand and increases reachListen 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!

She turned finance advice into a multimillion-dollar digital empire. In this episode of The Business of Creators, Dominique Broadway shares how she built her business on Kajabi, what she’d do differently today, and why community and ownership are the future of creator success.Ian Shepherd also speaks with Kajabi’s Allie Fernando, who unpacks exclusive data behind their $10 billion milestone — and what it really takes to scale from six to seven figures as a creator.Topics Discussed:- Dominique Broadway’s path from Wall Street to creator CEO- How Kajabi creators are making money without millions of followers- The power of communities, memberships, and bundling- Building a lean business that earns more and works less- What AI is changing behind the scenes of creator techKey Takeaways:- How to price your digital products based on real-world value- Why moving your audience from social to email is essential for revenue- The difference between creators who earn six figures and those who hit seven- How to simplify your tech stack without losing performance- What every creator should focus on before launching their first productListen 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!

This is how a YouTube channel turned one tool into over $6.5 million with no paid ads. In this episode of The Business of Creators, Ian Shepherd talks to Ian Hillier, COO of Hacksmith Industries, about how they transformed a side project into a massive Kickstarter success.Launching products for sale? Start with a .store domain. Top creators like MrBeast, Dude Perfect and Hacksmith use .store to build clean, memorable web addresses like YourName.store, boosting clicks, driving sales and making it crystal clear where fans can shop. Grab yours now: https://go.store/boc11Hillier shares the full journey — from failed prototypes and risky investments to building a scalable product line and transitioning off the content treadmill. If you’re a creator thinking about launching your own product, this is a must-watch.Topics Discussed:- How Hacksmith’s multi-tool became a $6.5M Kickstarter hit- The difference between white-labeled vs. built-from-scratch products- The mindset shift from sponsorships to self-sustaining product sales- Lessons from manufacturing, design, and community feedback- Why premium products win in the creator economyKey Takeaways:- Learn how to validate and scale a physical product with your audience- Discover the real costs and timelines behind high-quality product development- Understand why custom, premium products outperform generic ones- Hear the strategies Hacksmith used to build hype without paid ads- Get actionable advice for launching a product that actually sellsListen 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!

What does it take to turn a 120-square-foot shed into a thriving multi-million dollar creator brand? In this episode of The Business of Creators, Ian Shepherd sits down with Jonathan Katz-Moses — master woodworker, inventor, and YouTube creator — and Billy Parks from Slow Ventures to reveal the mindset, strategies, and partnerships that fueled Jonathan’s explosive growth. From surviving a life-changing attack to launching patented tools that dominate the woodworking niche, Jonathan shares how resilience, innovation, and community have powered his journey.Topics Discussed:- Jonathan’s remarkable backstory and leap into full-time making- Bootstrapping a creator-led product business to scale- Turning audience feedback into best-selling inventions- Partnering with investors without losing control- How collaborations with other creators lead to breakthrough productsWhat You’ll Learn If You Listen:- How to identify the right moment to seek investment for your creator business- A proven framework for using your audience to guide product development- How to protect your creative independence when working with investors- The real process (and timeline) behind creating innovative, patented products- Why strategic collaborations can unlock new revenue streams and brand growthListen 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!

Creators Are Becoming Studios — Here’s What That Means for You. In this episode of The Business of Creators, Ian Shepherd sits down with Zach Blume — a 15-year veteran of the digital content space — to break down the shift from snackable content to premium storytelling on platforms like YouTube, TikTok, and Instagram.Zach shares lessons from building one of the longest-running independent creator studios and why the next frontier in the creator economy isn’t about virality — it’s about ownership, brand-building, and big creative bets.Topics Discussed:- The rise of premium content in the creator economy- What brands are getting right (and wrong) in creator partnerships- Why short-form episodic content is taking over social- How investing in creative R&D leads to breakout talent- Lessons from navigating 15+ years in digital mediaKey Takeaways:- Learn why creators who treat their channels like studios are set to win- Discover how to attract brand deals that go beyond simple sponsorships- Understand how trends like "social TV" are opening new creative lanes- Get insight into how top studios think about longevity, team culture, and staying ahead of the curveListen 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!