The Business of Creators

Hosted by Ian Shepherd

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May 2026

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About the show

The Business of Creators podcast is for content creators and professionals in the creator economy. Each week we speak to the businesses supporting the creator economy with new tools and effective means of monetisation. Subscribe to the show to learn more about the people powering this amazing new industry. The origin of the show is actually a network I set up in 2017 called The Business of Influencers, back when everyone was talking about influencers and not creators. I built the network to bring people together and it grew to more than 500 people as the creator economy boomed. But I've never liked the word influencer.Having spent more than 20 years in the media industry, I am deeply passionate about supporting creative talent. Today I am the co-founder of a business called Electrify Video Partners which invests in creators. And I created this show to raise awareness of this great industry.

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60 recent

June 16, 2026Episode 8631 min

Circle's Eclipse Is The Biggest Creator Economy Product Launch Of 2026

The future of the creator economy isn't content—it's something much bigger. In this episode of The Business of Creators, Ian Shepherd sits down with Sid Yadav, Founder and CEO of Circle, to explore why the future of the creator economy is shifting from audiences to communities. Sid shares how creators can build sustainable businesses beyond social media platforms, increase customer lifetime value, and create meaningful transformations for their most engaged fans.The conversation also dives into Circle Eclipse, the company’s biggest launch to date, introducing AI-powered business building, a marketplace for creator-led transformations, and a white-glove service designed to help creators scale community-driven businesses.Topics Discussed:- The difference between an audience and a community- Why creators need to own their relationship with their audience- How community-led businesses generate higher lifetime value- Lessons from successful creators and communities using Circle- The launch of Circle Eclipse, including Circle AI, Discover and Studios- Why the future of the creator economy is moving beyond content alone- Building the “Shopify for the digital economy”Key Takeaways:- The most successful creator businesses focus on transformation, not just content consumption- Communities create stronger relationships and more sustainable revenue streams than audience-only models- AI can dramatically reduce the complexity of launching and growing a creator business- Discovery and distribution remain major challenges for creators—and new platforms are emerging to solve them- The next wave of the creator economy will be built around deeper engagement, ownership, and communityWatch 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!

May 23, 2026Episode 8530 min

How Instagram Helped This VC Find Billion-Dollar Startups - With Marshall Sandman from Animal Capital

Most VCs hide behind pitch decks and private networks — Marshall Sandman is building a venture fund on social media, one daily post at a time.In this episode of The Business of Creators, Ian Shepherd sits down with Marshall Sandman, founder of Animal Capital, to explore how social media is changing venture capital. Marshall shares how posting daily content online has helped him source startup deals, build founder relationships, and grow one of the top-performing seed-stage venture funds of its generation.Marshall also explains why some of the best investment opportunities exist outside Silicon Valley — and why “boring” businesses may outperform the hottest AI trends.Topics Discussed:- How Marshall built Animal Capital from scratch- Why social media is becoming a competitive advantage for VCs- How Instagram content is helping source startup deals- The role creators and celebrities play in startup storytelling- Why overlooked industries can create massive investment opportunities- Lessons from investing in billion-dollar startupsKey Takeaways:- How posting consistently on social media can create real startup deal flow and business opportunities- Why storytelling and distribution are becoming competitive advantages for modern venture capitalists- How creators and celebrities can help technical startups communicate complex ideas more effectively- Why some of the best investment opportunities exist outside Silicon Valley and traditional tech trends- What founders can learn about fundraising, pitching, and simplifying their message for investors- Why “unsexy” businesses and service-based companies may outperform overhyped AI startupsListen 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!

April 3, 2026Episode 8419 min

How Anyone Can Create a Hit Series with AI (No Experience Needed)

Now anyone can now build a binge-worthy series from scratch.In this episode of The Business of Creators, Ian Shepherd sits down with Angela Yu to explore how AI is revolutionizing storytelling—and unlocking a new era where anyone can create, own and monetize their own story IP.Angela shares the vision behind Storeel, an AI-native platform enabling creators to produce serialized, interactive dramas at scale. From micro-dramas to fully AI-generated production workflows, this conversation dives into what the future of entertainment and the creator economy really looks like.Topics Discussed:- The rise of short-form, serialized “micro drama” content- Why AI is unlocking a new generation of storytellers- How Storeel enables end-to-end content creation and distribution- The shift from passive viewing to interactive storytelling- Building a marketplace for creator-owned story IPKey Takeaways:- How AI is collapsing production time from years to days for creators- What it actually takes to succeed as an AI-native creator (and why it’s not about coding)- Why short-form serialized content is exploding—and how to take advantage of the trend- How interactive storytelling is changing the way audiences engage with content- The emerging business model for creator-owned IP in the age of AIWatch 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!

March 10, 2026Episode 8317 min

Why Most AI Content Is Useless for Brands (And How to Fix It)

Most AI-generated content looks impressive — but almost none of it is actually usable for real brands.In this episode of The Business of Creators, Ian Shepherd sits down with Simon Davis, founder of SecretSauce, to explore how his AI-native platform is solving one of the biggest gaps in AI content creation: turning raw AI output into cohesive, fully on-brand creative you can publish in 30 seconds.After 22 years in game design, Simon made a bold pivot from building games to building an AI-native creative platform. Instead of complex dashboards filled with dropdowns and design tools, SecretSauce takes a radically simple approach: conversational prompts, brand memory, and production-ready assets that actually follow your brand guidelines.If you’ve ever generated AI content that “looks good” but doesn’t look like your brand, this conversation will completely change how you think about AI workflows.Topics Discussed:- Why most AI-generated content fails in real-world brand production- The shift from traditional creative workflows to AI-native design- How SecretSauce builds “brand memory” and enforces consistency- Using AI to power campaigns, product catalogs, and influencer content- The future of AI-driven video, distribution, and performance insightsWhat You’ll Learn:- How to generate AI content that’s fully on-brand — not just “good enough”- Why most AI creative workflows are broken (and what to use instead)- How AI agents can evolve into your built-in creative director- How small teams can produce studio-level campaigns at a fraction of the time and cost- Where AI content creation is heading next — from video to performance-driven optimizationSimon also shares how one solopreneur used SecretSauce to launch an entire Chinese New Year campaign and cut marketing time from dozens of hours a week to just two.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!

February 26, 202631 min

Why Brands Are Missing Out on YouTube (And What It’s Costing Them) with Larray and Andrew Graham

Are brands making a massive mistake by overlooking YouTube?In this episode of The Business of Creators, Ian Shepherd sits down with creator Larray and CAA talent agent Andrew Graham to unpack why Fortune 500 brands have shifted budgets to TikTok and Instagram and what they’re losing by ignoring the long-form power of YouTube.They break down the post-pandemic budget shift, the rise of UGC and paid media, and the growing disconnect between what marketers think drives culture and where real community and real revenue are actually built.If you're a CMO, brand marketer, creator, or operator in the creator economy, this is a must-listen conversation.Topics Discussed:- Why brand dollars moved from YouTube to short-form platforms- The difference between paid media strategy and creator strategy- How YouTube builds deeper, more loyal communities- Why long-form content drives stronger purchase intent- The connected TV opportunity most brands are ignoringKey Takeaways:- Why YouTube audiences create “superfans” who buy products, tickets, and merch- How long-form content builds emotional connection that short-form can’t replicate- The strategic mistake brands make when they treat YouTube like just another ad platform- Why creators with strong YouTube businesses build real enterprise value- How brands can integrate into “hero” content instead of relying solely on paid mediaAs Andrew puts it: if you want transactions, go short-form. If you want to build an empire, build on YouTube.Watch 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!

February 15, 2026Episode 8132 min

How Smart Creators Are Turning Influence Into Equity with Jeff Frommer from OWM

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 worldKey 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 scarceIf 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!

January 26, 2026Episode 8034 min

From YouTube Channel to Media Company: Inside Smosh’s Business with CEO Alessandra Catanese

Smosh didn’t just survive two decades on YouTube, it rebuilt itself into a premium comedy company, and this episode breaks down exactly how they did it. In this episode of The Business of Creators, host Ian Shepherd sits down with Alessandra Catanese, CEO of Smosh, to break down how one of YouTube’s most iconic comedy brands is evolving into a premium, future-proof media company.Alessandra shares how Smosh is balancing creative freedom with sustainable business growth, why YouTube remains central to their strategy, and what it really takes to build a healthy creator-led company at scale. From redefining company culture to diversifying revenue streams and investing in talent, this conversation offers a rare look behind the scenes of a modern creator business operating at a high level.Topics Discussed:- Smosh’s evolution from YouTube channel to premium comedy brand- Why creator companies need clear values, culture, and leadership- Building sustainable revenue across AdSense, brand deals, merch, and live shows- Hiring, scaling teams, and maintaining work-life balance- The future of the creator economy and its convergence with traditional mediaKey Takeaways:- Learn how to evolve a creator brand without alienating your existing audience- Understand how to structure leadership so creators can stay creative while the business scales- See how Smosh balances free YouTube content with paid products, merch, and live experiences- Discover how intentional culture, hiring, and work-life balance drive long-term growth- Get a clear framework for thinking about the future of the creator economy and where opportunities are opening up nextListen 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!

December 9, 2025Episode 7930 min

Steven Bartlett Just Invested in This Creator Brand — Here’s How Maggie Sellers Reum Made It Happen

You won’t believe how a $2,500 angel investment and a WhatsApp group turned into one of the most powerful female-led creator brands today. In this episode of The Business of Creators, Ian Shepherd talks with Maggie Sellers Reum, founder of Hot Smart Rich about how she turned her creator-led female ambition brand into something so powerful that Steven Bartlett and FlightStory came calling. She shares the full behind-the-scenes of how the deal happened and how she’s scaling her media business without losing its soul.Topics Discussed:- The moment Maggie knew HSR was more than just content- How FlightStory discovered the podcast and why they invested- Lessons from negotiating your first major deal as a creator- Why community is HSR’s secret weapon- Building a real brand beyond viralityWhat You’ll Learn:- How Maggie got on Steven Bartlett’s radar — and why DMs matter- The strategic value of partnerships for podcast and media growth- Why monetizing a podcast requires more than just great content- How to position your brand to attract investors (even if you're small)- The systems Maggie uses to scale as a founder and creator-CEOWatch 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!

December 8, 2025Episode 7842 min

How Steven Bartlett's FlightStory are building billion-dollar creator brands with CEO Georgie Holt

What if your podcast could be the next billion-dollar media company? Georgie Holt is already building them with Steven Bartlett and she reveals exactly how.In this episode of The Business of Creators, Ian Shepherd sits down with Georgie Holt, CEO of FlightStory & Co Founder of FlightStory Studio, who shares the playbook for turning creators into powerful media brands, using data, AI and obsessive focus on audience value.You’ll hear how they’ve scaled The Diary of a CEO into cultural phenomena and why the next generation of media empires will be built by creators, not corporations.Topics Discussed:- What FlightStory actually does (and why it’s more than a podcast network)- How to evaluate creators like venture capitalists- The tools and data behind FlightStory’s “creator radar” system- Why community and long-form content are essential for scale- How AI is shaping the future of content creationWhat You’ll Learn:- How to turn your content into a full-scale media brand- What metrics and experiments actually move the needle- The mindset shift from “creator” to “founder”- How to structure a team that helps you scale beyond platforms- Why audience obsession drives long-term 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!

November 18, 2025Episode 7720 min

How Beehiiv Is Helping Creators Monetize Faster Than Ever with CEO Tyler Denk

If you want to understand where the creator economy is heading — and how to build a real business in it — this episode is a must-listen.Ian Shepherd sits down with Beehiiv CEO and co-founder Tyler Denk to break down the company’s massive new product launch and its mission to become “the operating system for the content economy.” Tyler shares how Beehiiv is transforming newsletters into full-scale media businesses with websites, digital products, analytics, an ad network and more — all in one platform built for both solo creators and major publishers.Topics Discussed:- Beehiiv’s new product ecosystem and why they shipped everything at once- How newsletters, websites, podcasts, and digital products now fit into one unified platform- Why creators and publishers are moving toward full-stack, consolidated toolsets- How Beehiiv’s ad network and Boosts give creators instant monetization opportunities- The role Tyler’s own newsletter plays in shaping Beehiiv’s roadmap and enterprise strategyWhat You’ll Gain From This Episode:- A clear understanding of how top creators are building real, scalable content businesses- Practical ideas for monetizing your content — even with a small audience- Insight into how to simplify your creator tech stack for faster growth and less friction- Strategies for owning your audience and future-proofing your business- A behind-the-scenes look at how Beehiiv is building tools designed for long-term creator 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!