Creator Generation

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Creator Generation brings you behind the scenes of the creator economy, featuring top YouTubers and experts who share the strategies, lessons, and stories behind building successful channels, growing incredible businesses, and driving the world’s biggest online video successes.

قبل يوم واحد

What's really stopping brands sponsoring you - Feat. Zoe Soon

Zoe Soon moved from Sydney to New York on the back of a thirty minute coffee she flew twenty one hours for. When we recorded with her, Zoe led Creator and Gaming at the IAB, the body that standardised digital advertising back when the industry needed agreed ad sizes so brands could buy across the web without rebuilding every unit. She's doing the same job again, this time for creator brand deals. In this episode, Zoe explains why $44 billion of creator ad spend is what she calls a gut feeling: brands know it works, but they can't compare it to anything else, so it stays stuck in the innovation budget instead of the media plan. We cover why a company like Unilever can do a deal with one huge creator but not a thousand small ones, why creators wait an average of 120 days to get paid and where in the chain that money sits, and why brands are increasingly paying only on direct conversions even though creators do most of the work before the sale. She's also good on what brands are actually buying, which is belonging rather than reach, with the Cerave Super Bowl campaign as the case study. Plus the confidence gap in gaming (90% of Gen Z play, under 5% of ad budget goes there), what the new Creator Fronts are designed to do, and her three things every creator should be building right now. A clear explanation of the plumbing that decides how much brand money reaches you, from the person building it. Topics covered: creator ad spend and measurement · why brand budgets stay stuck · payment terms and the supply chain · reach vs belonging · conversion-only deals · gaming and ad investment · Creator Fronts · thinking like a media company
٢٠ أغسطس

How Caleb Hammer grew one of the biggest YouTube memberships in the world - Feat. Robert Kaliati, President of Hammer Media

Robert Kaliati has known Caleb Hammer since middle school. They played music together, ended up doing sales at the same company in Austin, and when Caleb left to start a YouTube channel, Robert eventually joined to run the business side. He is now President and COO of Hammer Media, which means he is the one thinking about what happens to 35 staff and 20 contractors if the guy whose name is on the door stops filming. In this episode, Robert is unusually open about the operating side of a creator business. We cover how he handles controversy (mostly by having the difficult conversations with brands and staff months beforehand, then doing nothing on the day), the extensive casting process behind Financial Audit and the guests who used to make it into the chair without being real, and how the membership went from a flopped Patreon to roughly 110,000 members on YouTube, doubled in under a year, with 80% actually watching week over week. He is also clear on the money question most creators avoid: why DollarWise, their budgeting app, deliberately carries almost none of Caleb's branding, and why that restraint is the whole point. Plus his rule that everything ships with an A/B test, how he disagrees with a creator using data rather than opinion, and why the standard advice to hire an editor first is often wrong. A rare look behind a fast-growing creator company from the person whose job is to make it survive without the creator. Topics covered: key man risk · creator and operator partnerships · handling controversy · memberships and subscription revenue · casting and story production · testing and experimentation · when and who to hire first · building products that outlast the creator
١٣ أغسطس

Getting past the ick of charging your audience - Feat Uscreen CEO Allison Yazdian

Allison Yazdian started in real estate, where she noticed the best agents were never the ones with the best listings. They were the ones who owned the direct relationship with their customers, so it didn't matter which brokerage they sat at. She went on to LTK and now runs Uscreen as CEO, building the infrastructure that lets creators sell to their audience without a platform standing in the middle. In this episode, Allison is direct about what fragile revenue actually looks like, and what happens when a creator effectively gets evicted from a platform they never owned. We cover the numbers she sees across thousands of channels (nearly 200 creators who have passed $1m, an average around $77k, and the maths on why 500 fans at $20 a month changes everything), why pricing too low is the mistake almost everyone makes, and why retention beats acquisition every time. She's also honest about the creator ick of asking people to pay, and how building in public gets you past it. Plus why audience size predicts far less than engagement, the Goldilocks problem of hiring too fast or too slow, and what she tells creators who launch, announce it once, and conclude memberships don't work for them. Topics covered: rented vs owned audience · memberships and recurring revenue · pricing strategy · retention and churn · getting past the transaction ick · super fans and community · scaling a creator team
٦ أغسطس

Losing the TV career, keeping the skills - Feat Devin the Dad

Devin McGovern spent over a decade producing reality TV, wrapped a show in October 2024, and never got another call. Hundreds of job applications later, not one interview. In his mid forties with two kids, the creator economy wasn't a bold pivot so much as the only place money was moving. In this episode, Devin is candid about the content that flopped first, the disastrous family dinner that led to a video hitting 8 million views in two days, and the money: zero to over $10k a month in brand deals in eighteen months, the one question he asks every inbound brand, and the thirty hour TikTok blackout that made him realise he owned none of it. Topics covered: career pivots from traditional media · transferable production skills · finding your niche · brand deal negotiation · rented vs owned audience · newsletters · treating creating as a business
٣٠ يوليو

Leaving CNBC and Gaining a Million Followers in a Year - Feat Uptin

Uptin spent years as a CNBC producer, where he launched the network's international YouTube channel in 2016 and quietly noticed something awkward: the videos he shot on his own iPhone in selfie mode outperformed the ones made with a professional crew. Then the pandemic hit, he was laid off, and he had to decide whether a million-view brand name meant anything without the brand. In this episode, Uptin is specific about why he spent his severance on an editor from day one, how PR consulting in the mornings let him make content in the afternoons with no financial pressure, and how a single LinkedIn message turned into a Dubai agency he never meant to start and later sold. Plus the reason his agency deliberately had no Instagram or TikTok, why he once unfollowed Gary Vee and then told him so to his face, and his rules for delivery: trim 30% of the script, never say "hey guys", and talk like you're speaking to one person. Topics covered: starting from zero · consistency · funding the early days · accidental agencies · scaling down · hustle culture · the craft of a good story
٢٣ يوليو

Who Actually Owns Your Content? - Feat Creator Lawyer Rebecca Rechtszaid

Rebecca Rechtszaid is a Harvard Law grad and former lead counsel for partnerships at Meta who now represents creators through her own firm. Her core message: if you're a creator, you're running an IP business whether you realise it or not, and most people only figure that out at the worst possible moment. In this episode, Rebecca breaks down the mistakes she sees over and over, from creators treating brand deals as gifts to co-creators with no paperwork discovering the camera operator legally owns the footage. We cover what the creator economy can learn from music (handshake deals, Lennon and McCartney, Prince's fight for his masters), why AI is making everything scarier (she reads TikTok's terms of service line by line), and the first legal moves every serious creator should make right now. An honest, occasionally alarming, and very practical guide to protecting the business you may not know you already have. Topics covered: creators as IP businesses · chain of title · lessons from music · AI clauses and likeness rights · trademarks · first legal steps for creators
١٦ يوليو

Building a 7-Figure Business Without Chasing Views - Feat Justin Brown

Justin Brown runs Primal Video, a channel with nearly two million subscribers that teaches creators how to actually make videos. But as Justin explains, he never set out to be a YouTuber. He walked away from a profitable production company, clients and retainers, to gamble on a channel he treats less like a creative outlet and more like a business tool. In this episode, Justin is refreshingly candid about how it all runs. We cover why he went from a team of 14 down to 4 without shrinking the business, why fun became his real North Star after building a company he grew to resent, and he doesn't hold back on the money: how affiliates quietly became his biggest revenue line (nothing to do with Amazon), how a $14 microphone click turned into a $30,000 commission, and why the email list, not the channel, is the real business behind the business. A practical, unusually open look at owning your audience and building a creator business that doesn't fall over when one platform changes its mind. Topics covered: audience ownership · email lists · affiliate marketing · revenue diversification · lean teams and AI-assisted workflows · YouTube as a business tool · always be testing
٩ يوليو

$800K on Patreon, Millions on Tour: Inside Aunty Donna's Real Numbers - Feat Georgia Mappin

Georgia Mappin is the Managing Director of Haven't You Done Well Productions, the company behind Aunty Donna. But as Georgia explains, what looks like three guys mucking around with a camera has always been a far more deliberate operation. In this episode, Georgia is remarkably open about how it all works. We cover the philosophy of platform agnosticism, and why her business treats every revenue stream as equal, with no hierarchy between a Netflix commission and a Patreon upload. And she doesn't hold back on the numbers: what YouTube ad revenue really looks like in a year, why Patreon quietly became one of their biggest earners, how touring makes the millions that fund everything else, and why a TV show that earned a fraction of a tour was still worth a full year of the company's time. An honest, funny, and unusually transparent look at building a comedy business that refuses to be defined by any single medium. Topics covered: creator business structure · platform agnosticism · revenue transparency · the ecosystem model · creator-first IP deals · traditional media vs the creator economy · comedy as a genre-led production company

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Creator Generation brings you behind the scenes of the creator economy, featuring top YouTubers and experts who share the strategies, lessons, and stories behind building successful channels, growing incredible businesses, and driving the world’s biggest online video successes.

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٢٠١٩ - ٢٠٢٦
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