The Startup Ideas Podcast Building Big Businesses with Creators with Emily Herrera
Dec 29, 2022
Emily Herrera, an investor at Night Ventures specializing in the creator economy, dives into the power of partnerships between creators and startups. She discusses how creators can effectively connect with younger audiences and the significance of authenticity in building community trust. The conversation also explores innovative compensation models for creators, suggesting options between cash and equity. Herrera emphasizes that while everyone can be a creator, strategic collaboration with VCs is key to navigating this evolving landscape.
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Night Ventures and Creator Economy
- Emily Herrera works at Night Ventures, a VC fund spun out of Night Media, a creator management company.
- They invest in consumer companies, leveraging creators' insights and communities.
Creator CPG and Product Studios
- Creators should partner with reputable product studios, not just individual drop-shippers, for sustainable businesses.
- CPG businesses are capital-intensive, and creator communities alone may not suffice for long-term success.
Creator Collectives
- Form creator collectives instead of single-creator brands to avoid community fatigue.
- Spreading product promotion among multiple creators mitigates audience burnout.