Creator Economy Club Hugo Amsellem

Today, creators are no longer simply talents detected & developed by an industry. They are entrepreneurs building & scaling businesses.

As a result, the skills and mindset required to work with them are changing completely. Creators need long-term partners optimizing for long-term equity, not short-term cash-flows.

How does this shift impact the role of the manager?

That’s what we’re going to explore with Zack & Kate from One Day Ent, the management team behind Yes Theory, Airrack & The Cheeky Boyos. They're one of the most entrepreneurial management companies in the space focused on building ownership for their creators.

We’ll explore how they’re e.g. enabling Airrack to launch CreatorNow, a 6-weeks cohort-based class to help creators grow their YouTube Channels, as a venture that has the potential to scale beyond just Airrack’s audience & brand.

Just a few years ago, if you said you were a YouTuber, people thought you were unemployed. Fast-forward to 2021 and 75% of kids want to become creators. The narrative around creators has massively changed and who better than VidCon to witness first-hand the incredible transformation the whole industry has gone through.

From a small gathering of ~1000 YouTubers in LA in 2010 to a global event series gathering 75000+ attendees in 2019, VidCon has really become the annual high mass of the creator world. After a 2020 year in all-remote mode, the conference is back this fall IRL! Top creators, industry leaders & operators will return to the Anaheim Convention Center from Oct. 21-24.

That’s why we’re thrilled to host VidCon’s CEO Jim Louderback, who’s not only one of the most knowledgeable people in the industry but also one of its most genuine and enthusiastic advocates!

Creators are working to build engaged audiences from scratch. So why are they still promoting other brands' products and not their own? For a few reasons:


Insights: They don't necessarily know what products will work with their audience
Products: Translating insights into product lines requires real expertise
Logistics: Delivery Ops & support isn't rocket science but cannot fit into a creator's schedule

So what do they do instead?


They rent their audience to brands (low financial upside and brand downside)
They hire an agency to deal with everything (only accessible for large creators)
They internalize this function (management, defocus, etc.)

That's where Pietra comes in: They help creators launch physical product lines by taking care of everything from them, from product design and tech to operations and delivery. A game-changer.

Pietra’s ambition is to enable any creator to capitalize directly on the leverage they've built themselves instead of advertising for others. And they’ve recently raised a Series A led by Funders Fund’s Keith Rabois.

So super glad to have hosted Pietra’s CEO Ronak Trivedi to dig deep into this complex topic!

With TikTok, creators and artists are more and more alike. TikTok star Bella Poarch's debut single reaching 400M streams has accelerated the trend. And because music is the first industry to have been taken by the internet tsunami wave, a question arises:

What can the creator economy learn from the music industry? Shady contracts, unfair record deals, funding partners, management, legal representation, etc -- the level of toxicity the music industry has cultivated surely is a warning for the emerging creator ecosystem.

We’ll explore this captivating topic with one of the most fascinating companies in the space: Indify. They’re building an AngelList for the music industry, helping artists raise funding from strategic partners, building their early team, getting discovered through data, etc. Rolling Stone wrote an amazing article about their model if you want to dig further.

We’re thrilled to host Shav, his enthusiasm is contagious and his vision for the future of both the music biz and Indify is crystal clear. That’s how he attracted top investors like former Reddit co-founder Alexis Ohanian and Cassius Family’s Emmanuel Seugé to build one of the most exciting companies in the music industry.

This week, we're stoked to talk with Marshall Sandman, Managing Partner of Animal Capital on Creator Economy Club.

Animal Capital is a VC fund with a difference. It's a pioneering company aimed straight at GenZ.

Even Animal Capital's GPs and OPs are all under 30.

Marshall (age 29) brings venture experience, vetting the businesses, networking, and making investments. GP Michael Gruen (23) has already been an entrepreneur for 10+ years. And OPs Josh Richards (19), Griffin Johnson (22) and Noah Beck (20) are the Gen Z Creators using their pulling power to bring millions of fans into the game.

"It only makes sense after having seen an explosion in the number of creators and startup capitals. Well, the next step was obvious creators raising a VC fund." Hugo Amsellem

Animal Capital's Limited Partners bring an impressive array of founder experience and star power to the table too. We're talking Mark Randolph (founder of Netflix), Rich Miner (co-founder of Android), Christina Aguilera and Matt Rutler, to name a few.

In this episode, you'll learn:


Animal Capital brings more than finance to the table when it invests in a business; they also have LPs on board bringing their expertise and experience into the business.

"Rich Miner's helpful in the music space… Every single one of my investors provides a unique value to my founders."


What Marshall looks for in a business and why they're funding pre-seed and seed rather than writing million-dollar checks.

"Parallel Learning's a perfect business for us because it's personally meaningful. And we can help affect the outcome there in a bunch of different ways. They're doing something great for people and they're making money."


The Animal Capital "three-bucket" framework — License, Endorse and Own — and why they like to develop ecosystems.

"When all those buckets align we're able to drive big results for the business and our investors."


The patterns showing founders who are likely to succeed.

"Willing to pivot and know that the business as it exists that pre-seed and seed may not be the business that scales."


How Creators can diversify and scale their incomes, create content that keeps their core audience on board, and grow an audience to fit their new interests.

"But then they can join in new ventures like Josh starting the BFF podcast with Dave Portnoy. That widens the audience."

Clubhouse audience members join the conversation with questions and comments on Creators and products, the danger of burnout, and trends in the Creator Economy.

Where does Marshall see Animal Capital fitting into the Creator Economy?

How can Creators leverage their popularity for good and create a multi-million dollar business at the same time?

It's all there and more in this week's show.

Links
Marshall Sandman Instagram

Animal Capital

Arm the Creators

How to Invest in Creators by Hugo Amsellem

Half of the world's professional creators are YouTubers. Millions of them are trying to beat the algorithm every day! 

YouTube Wizard Paddy Galloway has been breaking down the strategies of 24 top creators, amassing millions of views on his own YouTube channel. 

So, what did he learn?

Feat. Hugo Amsellem, Rodolphe Ködderitzsch & Uri Levanon.