Earned: Unlocking the Power of the Creator Economy

In Ep. 109 of Earned, we sit down with David Neyman, Global Lead of Talent and Content at Logitech. We dive into Logitech’s innovative approach to marketing, and David explains how the brand builds “cultural cachet” with consumers by partnering with talent (like Lizzo) on creative campaigns. David emphasizes the importance of aligning internally and externally on the purpose and goals of a creator partnership, and striving for the right balance of art and science when determining brand partners and initiatives. Conor and David discuss how Logitech actually sits at the center of technology and lifestyle by connecting consumers to their favorite digital experiences with best-in-class tech. We also hear how Logitech tailors its product marketing to resonate with its diverse, target demographics, from software engineers to social media creators. David shares why Logitech is looking to expand its creator strategy from brand awareness to conversion, and unpacks the challenge of identifying the “holy grail” creators that can actually influence purchase intent. Next, we explore Logitech’s participation in the metaverse, and David reveals the origins of the brand’s Song Breaker Awards activation with Roblox, which aimed to shine a light on impactful yet underrecognized creators, before learning how Logitech co-created the “Own The 8 Count” short film about choreographer JaQuel Knight. To close the show, Conor asks David about his predictions for the future of VR.

In this episode, you will learn:

1. How Logitech builds "cultural cachet" with consumers by partnering with relevant celebrities and creators.
2. How Logitech tailors its product marketing to resonate with its diverse, target demographics, from software engineers to social media creators.
3. The story behind Logitech's innovative initiatives like the Songbreaker Awards with Roblox and "Own The 8 Count" short film about JaQuel Knight.

Resources:

• Logitech - https://www.logitech.com/
• Logitech on Instagram - https://www.instagram.com/logitech

Connect with the Guest(s):

• David’s LinkedIn - https://www.linkedin.com/in/david-neyman

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley
• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics
• CreatorIQ Instagram - @creatoriq
• CreatorIQ TikTok - @creator.iq
• CreatorIQ Twitter - @CreatorIQ

REPLAY: For our 95th episode of Earned, Conor sits down with Samantha Sichel, the Head of Social Product and Digital Innovation at leading live entertainment company Live Nation. To start the show, we dive into Samantha’s nearly two-decade career at Live Nation, and she shares how the company and industry have evolved during the rise of digital media. We unpack Live Nation’s rapid growth via vertical integration, and hear how CEO Michael Rapino is a “visionary” in discovering successful artists and investing in their growth, while still allowing them to remain autonomous. We learn why live entertainment attracts a highly influential audience, and Samantha explains how Live Nation leverages this engaged community of “fanfluencers” to help market shows and events. Next, we dive into the success of Live Nation’s Last2Leave creator house, and Samantha shares why the company’s secret sauce lies in its unique ability to give creators “the best night of your life every single week.” Conor and Samantha then reflect back on the pandemic, and we hear how Live Nation creatively connected fans to artists in a time without in-person events. To close the show, Samantha, a mother of three, shares her advice for excelling in your career as a working mom.

In this episode, you will learn: • Why live events attract a highly influential audience, and how Live Nation has tapped into its "Fanfluencer" community to promote its events. • How Live Nation powered massive growth, going from event promoter to giant ticketing entity, by leaning in to the digital revolution. • How Live Nation's unique, money-can't-buy experiences have turned its creator house Last2Leave into a major success.

Resources:

• Live Nation Entertainment

Connect with the Guest:

• Samantha Sichels LinkedIn

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley
• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ Instagram - @creatoriq
• CreatorIQ TikTok - @creator.iq
• CreatorIQ Twitter - @CreatorIQ

In Ep. 74 of Earned, we sit down with Dr. Brent Ridge and Josh Kilmer-Purcell, the incredible founders of goat milk-powered skincare line Beekman 1802. To start, we explore why Brent and Josh are so eager to pursue new, varied opportunities, such as starring in their own reality TV show, *WINNING* Season 21 of The Amazing Race, and authoring best-selling memoirs, to name just a few. We then dive into the couple’s rural backgrounds, and learn why they decided to purchase the 19th-century Beekman Mansion in upstate New York. Brent and Josh share the story of how helping out their neighbor, Farmer John (and his goats), in the wake of the devastating 2008 recession eventually inspired the creation of the Beekman 1802 brand. Next, they reveal the impact that having their own TV show, and winning The Amazing Race, had on their brand and community. We step back to their early days building Beekman 1802, and hear how their ambitions have evolved after surpassing $150 million in revenue and accepting a $100 million investment from Eurazeo. To close the show, Josh and Brent explain why kindness is the core tenant of their brand and company culture, and the couple reveals their best advice for maintaining a healthy personal and professional relationship.

In this episode, you will learn:

1. Why Brent & Josh took advantage of every opportunitiy to grow awareness around Beekman 1802
2. Why kindness is the core tenant of Beekman 1802's brand and company culture
3. How the "51% rule" can help maintain a strong working (and personal) relationship

Key Takeaways

[00:53] Why Brent & Josh take advantage of every opportunity

[05:13] The origin story of Beekman 1802

[11:05] The impact that Brent & Josh's reality TV show—and *winning* The Amazing Race—had on brand awareness

[16:59] How Brent & Josh scaled and sold Beekman 1802, and their ambitions for the future

[24:01] Why kindness lies at the heart of the brand and company culture

[29:28] The 51% rule for maintaining a positive working (and personal) relationship

Resources:

• Beekman 1802

Connect with the Guest(s):

• Josh’s LinkedIn
• Brent’s LinkedIn

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley
• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics
• CreatorIQ Instagram - @creatoriq
• CreatorIQ TikTok - @creator.iq
• CreatorIQ Twitter - @CreatorIQ

In our 75th episode of Earned, we’re joined by Lee Stimmel, a veteran of the music industry and the current head of global partnership marketing at Prime Video & Amazon Studios. We start by diving into Lee’s time at Amazon, and learn how he spearheaded the company’s influencer marketing program before taking on his new partnerships role. Lee explains how the lines between traditional talent and socially native creators are blurring, and shares Amazon’s learnings around integrating influencers into its creative processes. Next, we take a step back and dive into Lee’s seasoned career in the music industry. Lee unpacks how the industry has had to evolve from the traditional label structure to the current streaming era—a transition that has put the power back in the hands of the artists. We discuss how social media has enabled artists to connect with their communities in more meaningful ways than ever before, and the strategies behind building “fandoms” today. We then learn why Lee pursued original content creation at Columbia Records and Sony Music, and hear the origin story for “Mike Tyson Mysteries,” an animated series starring boxing champ Mike Tyson. We circle back to Amazon, and Lee explains why he saw influencer marketing as a “white space” in the company, and how Amazon continues to collaborate with and elevate these creators. To close the show, Lee shares what he loves most about working for Amazon, before revealing what’s up next.

In this episode, you will learn:

1. How social media transformed the music industry
2. How to build "fandoms" today
3. Why Amazon Studios is tapping in to the creator economy

Key Takeaways

[04:00 - 7:01]: How Amazon Studios works with celebrities and influencers

[8:13 - 11:00]: The evolution of the music industry

[11:00 - 14:15]: How to build fandoms today

[20:39 - 23:43]: Why Lee pioneered Amazon Studios' influencer marketing program

[23:43 - 26:27]: Life at Amazon

Resources:

• Prime Video & Amazon Studios

Connect with the Guest(s):

• Lee’s LinkedIn

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley
• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics
• CreatorIQ Instagram - @creatoriq
• CreatorIQ TikTok - @creator.iq
• CreatorIQ Twitter - @CreatorIQ

In our latest episode of Earned, we sit down with Jason Wagenheim, President and Chief Revenue Officer at global media company Bustle Digital Group. To start, we dive into Jason’s long-spanning career in publishing at Condé Nast, including his time at Vanity Fair, Glamour, and Teen Vogue. Jason reveals how accurate “The Devil Wears Prada” was, then unpacks how digital publishing took the print world by storm. We learn about the triumphs and challenges of acquiring and integrating a portfolio of independent media companies under one roof, including Elite Daily, The Zoe Report, and Inverse, before Jason emphasizes the importance of being comfortable with change. We discuss how publishers were the original influencers, and why advertisers should continue to see their value. Next, Jason shares the learnings he’s applied from his background in sales, and explains why empathy is key to being a successful leader. We close the show with the origin story of Jason’s current side hustle and passion project: East End Cowboy barbecue sauce.

In this episode, you will learn:

+ How the evolution of digital publishing took the print world by storm

+ Why publishers are the original influencers

+ The qualities you need to be a successful leader

Key Takeaways:

[04:27] The rise of digital publishing and its impact on print media

[07:33] Why publishers are the original influencers

[15:58] The benefits and challenges of acquiring independent media companies

[26:54] Jason’s biggest learnings from his background in sales

[30:16] The key qualities of a successful leader

[35:32] Jason’s BBQ sauce side hustle

Resources:

BDG - Bustle Digital Group

Book - Who Moved by Cheese

Book - The First 90 Days

East End Cowboy BBQ

Connect with the Guest:

Jason’s LinkedIn

East End Cowboy Instagram

Connect with Conor Begley & CreatorIQ:

Conor’s LinkedIn - @conormbegley

CreatorIQ LinkedIn - @creatoriq

Follow us on social:

CreatorIQ YouTube - @TribeDynamics

CreatorIQ Instagram - @creatoriq

CreatorIQ TikTok - @creator.iq

CreatorIQ Twitter - @CreatorIQ