The creator economy is maturing, and the rules of media deals are changing fast. Buyers are becoming more disciplined, creators are expected to bring audiences and business infrastructure with them, and leverage no longer comes from visibility alone. In this episode of The Media Machine, Johanna Salazar and Julie Kellman Reading sit down with Scott Kaufman, Vice President of Alternative and Media Publishing at Buchwald, for a deep dive into how media deals are actually getting made in today's market. Scott's work spans books, licensing, podcast partnerships, live experiences, sports, and intellectual property development, giving him a front-row seat to how creators, platforms, publishers, brands, and buyers are adapting to a more data-driven and competitive ecosystem. The conversation explores how leverage has shifted since the peak creator boom years, why audience ownership and IP matter more than ever, how podcast deals are being structured today, and what creators, producers, and operators need to understand to build sustainable media businesses moving forward. **** WHY THIS EPISODE MATTERS The media industry is undergoing a structural reset. Studios and publishers are becoming more selective. Podcast networks are moving away from large guarantees. Buyers expect creators to arrive with audiences, engagement, proof of concept, and clear monetization potential already in place. At the same time, creators have more tools and distribution opportunities than ever before. Brands are becoming media companies, independent creators are building direct-to-audience businesses, and intellectual property is increasingly moving fluidly across podcasts, books, live events, and streaming platforms. This episode explores what leverage actually looks like in this new media economy. Scott Kaufman shares how buyers are evaluating talent and IP today, how deal structures are evolving, and why creators who control audience relationships and intellectual property are better positioned for long-term success. For creators, producers, founders, and media executives, this conversation offers an inside look at the mechanics shaping the future of media deals. **** ABOUT THE GUEST Scott Kaufman is Vice President of Alternative and Media Publishing at Buchwald. His work spans books, podcast partnerships, licensing, live experiences, sports, and intellectual property development across the evolving creator economy. Over the course of his career, Scott has worked across talent representation, publishing, podcasting, and content packaging, helping creators, talent, and production companies navigate a rapidly changing media landscape. At Buchwald, he works closely with creators, publishers, podcast networks, brands, and platforms to structure deals and identify opportunities across multiple revenue streams and distribution channels. His perspective sits at the intersection of traditional media, creator-led businesses, and the next generation of intellectual property development. **** GUEST SOCIAL PAGES LinkedIn: LinkedIn Profile Instagram: https://www.instagram.com/skaufman99/ **** WHAT WE COVER IN THIS EPISODE How the media deal market has changed since the creator boom of 2021 and 2022 Why buyers are becoming more data-driven and selective Who is actually writing checks in today's media environment How creators are expected to bring audiences and business infrastructure to deals Why audience ownership and IP control matter more than visibility alone How podcast deal structures are evolving Why minimum guarantees are becoming less common in podcasting How creators and brands are partnering in more integrated ways What publishers and buyers now expect from creators before making deals Why books remain foundational intellectual property in the modern media ecosystem The growing relationship between brands, creators, and long-form content What opportunities still exist for emerging creators and producers **** KEY TAKEAWAYS Leverage has changed in the creator economy. Audience size alone is no longer enough. Buyers increasingly prioritize ownership, engagement, monetization potential, and audience relationships. Media buyers are more disciplined. Studios, publishers, podcast networks, and brands are scrutinizing deals more carefully and relying heavily on analytics and data before committing capital. Creators are expected to arrive with infrastructure. Today's creators are often expected to bring audiences, engagement, proof of concept, and monetization pathways before deals are made. Podcast economics are evolving. Large minimum guarantees are becoming less common as podcast networks move toward more revenue-share-driven models. Brands are becoming media companies. Brands are investing more heavily in creator partnerships and original content as they compete for audience attention and cultural relevance. Books remain powerful foundational IP. Scott explains why books continue to serve as valuable intellectual property that can expand into podcasts, television, film, and live experiences. **** STANDOUT QUOTES "Audience size alone is no longer enough." "The onus is really on us to build our audiences before we take projects to market." "Buyers are still buying. They're just being much more selective." "You can now create your own platform and have your own voice." "Leverage today comes from having a foundation." "Brands are becoming media companies." "Books are foundational IP." **** SUBSCRIBE & FOLLOW If someone sent you this episode, it's because they care about your future in media. Follow The Media Machine for weekly conversations breaking down the systems, deals, and decisions shaping the future of media. **** CREDITS Created by: Johanna Salazar Hosts: Johanna Salazar and Julie Kellman Reading Executive Producers: Johanna Salazar and Julie Kellman Reading Edited by: Love + Daydreams, Canvas Films Colombia **** WEBSITE LINK the-mediamachine.com **** SOCIAL LINKS Instagram: @themediamachinepodcast TikTok: @themediamachinepodcast Facebook: @themediamachinepodcast X/Twitter: @themediamachinepod YouTube: @TheMediaMachinePod **** PODCAST LINKS Apple Podcasts - https://podcasts.apple.com/us/podcast/the-media-machine/id1805996037 Spotify - https://open.spotify.com/show/66NrkMVorc47Ov6qDsvfwn Amazon Music - https://music.amazon.com/podcasts/d9671a97-b026-45a5-8cf0-1e389f052b9e/the-media-machine **** HOST SOCIALS Johanna Salazar Instagram: https://www.instagram.com/_johannasalazar/ LinkedIn: https://www.linkedin.com/in/johannasalazar/ Website: the-mediamachine.com Julie Kellman Reading Instagram: https://www.instagram.com/loveanddaydreams/ LinkedIn: https://www.linkedin.com/in/juliekellmanreading/ Website: https://www.loveanddaydreams.com **** ABOUT THE HOSTS Johanna Salazar Johanna Salazar is a media systems builder with more than two decades of experience operating across television, streaming, sports, and digital platforms. She brings an operator's lens to the industry, breaking down how media systems function and how incentives and decisions shape outcomes. Julie Kellman Reading Julie Kellman Reading is a creative executive, executive producer, and founder with experience spanning television, digital media, and independent ventures. She brings a people-first perspective and deep creative insight into how media is built, scaled, and sustained. **** ABOUT THE PODCAST THE MEDIA MACHINE is a strategy podcast that breaks down how media really works. Created by Johanna Salazar, the show explores the systems, deals, and decisions shaping the future of media, tech, and content. Each episode examines the industry through four core pillars: Process: the strategies, tools, and systems shaping media production and distribution. Profits: the business models, investments, and revenue engines driving the industry. People: the creators, executives, and operators redefining the landscape. Planet: the broader cultural and societal impact of media. The goal is not to react faster, but to see more clearly, understand long-term shifts, and make smarter short-term decisions. This show is for operators, builders, and decision-makers who want signal over noise, clarity over hype, and confidence over urgency.
