Building Equitable Relationships with Influencers

My guests this week are Jesse Jacobs and Mike Kerns, co-founders and partners at The Chernin Group, TCG, a multi-stage investment firm dedicated to building consumer businesses. Many think of TCG as some of the best media investors in the world, and in this discussion, you’ll quickly see why. In our conversation, we cover how TCG identifies creators that they can help build businesses with, how established companies should think about influencers and media today, and what innovations they are most excited for in the creator space. As I become more heavily involved in building new media properties, Jesse and Mike are always my first point of call for advice, and I’m so excited to share this with you. Please enjoy my conversation with Jesse Jacobs and Mike Kerns.

For the full show notes, transcript, and links to mentioned content, check out the episode page here.

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Show Notes

[00:03:32] - [First question] - The history of TCG 

[00:04:30] - iFilm (Discontinued)

[00:07:08] - Full Screen

[00:07:13] - Crunchyroll

[00:10:46] - Uniting properties across all of TCG’s brands[00:11:14] - Barstool, MeatEater[00:12:00] - Headspace, Food 52, Hodinkee, Surfline

[00:14:03] - Accidental businesses and pre-commercial success[00:14:53] - Exploding Kittens

[00:16:05] - Evaluating the potential of a new pitch

[00:19:12] - Testing, tracking and understanding media brand conversions

[00:21:13] - The most important things happening in media in 2021[00:25:12] - Analysis of MeatEater from content to commerce

[00:27:22] - First Lite

[00:29:21] - Replacing your own sponsors with owned companies

[00:30:11] - Analysis of Hodinkee from content to commerce

[00:33:42] - What sparked the resurgence of interest in collectibles

[00:38:05] - Hands on investing in the intersection of media, finance and tech 

[00:40:05] - Comcast 

[00:41:02] - Surprising discoveries in the sports collectibles space

[00:43:06] - NFTs and their role in generating capital for media companies

[00:44:25] - Sorare

[00:45:22] - JPG File Sells for $69 Million, as “NFT Mania” Gathers Pace

[00:47:23] - How to adapt to the NFT space as a business seeking equity

[00:51:12] - The valuation landscape of today

[00:55:25] - Defining success when working with an influencer

[00:58:48] - Upcoming trends they’re most excited about in the world

[01:01:40] - Roblox

[01:02:00] - Mr Beast, Beastburger

[01:02:47] - Pokemon Go

[01:04:01] - The kindest things anyone’s ever done for them