Creators Leveraging Business Opportunities

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The chapter explores how creators are evolving into entrepreneurs, seeking partnerships and venturing into businesses beyond personal branding. It discusses the shift from traditional advertising to direct product sales, emphasizing the importance of relevance and value creation for their audience.

Zawwar Khan, a CPG consultant for creators (Rel Brands), joins Erik Torenberg to talk about his journey from being the youngest brand manager at Procter & Gamble and PepsiCo, to advising media creators on building their own commerce brands. He also shares some strategies for creators to expand beyond their audience, the potential of creator-incubated businesses, and the future of the creator economy through innovative financing and business models.

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LINKS:

Zawwar Khan: https://www.hellorel.com/

X/ TWITTER:

@eriktorenberg (Erik)

@zawwarkhan_ (Zawwar)

TIMESTAMPS:

(00:00) Intro

(00:49) Zawwar’s journey from Brand Manager to CPG Consultant

(05:51) Evolution of Media and Commerce

(09:13) Strategies for Success

(16:56) Sponsor: Turpentine

(17:44) Rise of B2B Influencers and Creator Opportunities

(26:32) Potential of Creator-Led Ventures

(28:56) Building Brands as a Creator

(34:32) Venture Capital Perspectives on the Creator Economy

(40:09) The Future of Investing: Venture Studios for Creators

(49:25) Wrap

This show is produced by Turpentine: a network of podcasts, newsletters, and more, covering technology, business, and culture — all from the perspective of industry insiders and experts. We’re launching new shows every week, and we’re looking for industry-leading sponsors — if you think that might be you and your company, email us at erik@turpentine.co.