"Media Empires" | The Business of Newsletters, Podcasts, Creators, and Data Acquisition E12: Levels of Content, Investing in Creators, & MGK’s Nail Polish | Alex Lieberman, Morning Brew
Aug 23, 2023
Alex Lieberman, co-founder of Morning Brew, discusses the different levels of content, investing in creators, and choosing platforms and formats for niche creators in this podcast episode. They also touch on Morning Brew's positioning and support for creators, as well as their strategy for the future and their perspective on the creator economy.
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Add Unique Value Before Asking For Equity
- For a YC-like creator vehicle, add unique value beyond existing agencies: audience distribution, modernization, or logistics.
- Don't replicate services creators can already buy cheaply; justify equity with differentiated capabilities.
Pair Creators With Strong Operators
- Pair creators with COOs or operators to handle the back-end work and scale business lines.
- Build or source operators because creators often lack appetite or time for operations and monetization complexity.
MGK Nail Polish Example Shows Fit Issues
- Alex researched a men's nail polish idea and reached out to Machine Gun Kelly's team, only to find MGK had already launched a brand.
- He noticed MGK wasn't promoting the product, showing poor creator-product distribution fit in practice.