On this episode of Creator Ops, I talk with Chris Erwin, the founder and CEO of RockWater, to break down how capital is flowing into the creator economy — and what this new growth cycle means for creators, operators, and acquirers.
Before founding RockWater, Chris began his career on Wall Street doing media and telecom M&A. He later joined one of the first YouTube MCNs and social agencies as COO back in 2012, where he helped co-lead the sale of the company in 2014. After seeing the lack of specialized advisory firms serving creator-led and digital-first businesses, Chris launched RockWater to fill that gap.
Today, the RockWater team advises leading creator businesses, agencies, and investors. They’re known for having one of the deepest deal pipelines and most detailed understanding of digital business models in the market.
In our conversation, Chris and I unpack why 2025 feels like the start of a new growth cycle in the creator economy — and where billions of dollars of investment are starting to flow.

• Chris breaks down the four major categories of creator-economy M&A and what’s driving deal activity in each.
• We talk about why strategic buyers — from agency holding companies to CPG brands — are suddenly acquiring creator-led media and IP.
• Chris shares what creators should consider before taking on capital, from dilution math to growth expectations to partner selection.
• We go deep on the signs that a creator business is actually ready to scale — and the red flags that immediately turn buyers away.
• And finally, Chris shares lessons from advising dozens of deals, and what he believes the next wave of creator-led companies will look like.

Links:
Connect with Chris on LinkedIn
Rockwater Website
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About:
Creator Ops teaches you how to become a great manager or operator for creators.
As the creator economy gains momentum, the need for great operators is dramatically increasing. These are the people behind the creators who help with product development, finances, sponsorships, content strategy, and much more.
We’ll interview the industry's best managers and operators to understand how they're shaping this rapidly changing space.
Connect with me (Thomas Schreiber) on:
Linked
YouTube
If you have any questions, comments, or feedback, send me an email: thomas@creatoropsmedia.com

On this episode of Creator Ops, I talk with the CEO of Dhar Mann Studios,Sean Atkins, to explore how one of the world’s largest creator-led studios is shaping the future of digital content.
Before joining Dhar Mann Studios, Sean built an impressive track record leading some of the world’s most recognizable media brands — he’s the former President of MTV, Chief Digital Officer at Discovery, and most recently served as President at Jellysmack, helping scale creator businesses globally.
Dhar Mann is the #1 digital scripted content creator in the world, reaching over 130 million followers across platforms.
In our conversation, Sean and I talk through:

• Their partnership with Samsung and how they brought Dhar Mann content to connected TV.
• Sean breaks down what it’s like working with CAA, and what creators should know before signing with an agency.
• We talk about rethinking brand deals — why Dhar Mann avoided them early on, how they’re approaching them now, and the rise of equity-based partnerships like Ryan Trahan’s JoyRide.
• Then we go behind the scenes into running a 100,000-square-foot studio — how they manage costs, track performance, and keep creativity scalable.
• And finally, Sean shares powerful lessons on leadership, focus, and scaling creator companies without losing culture.

Links:
Sean Atkins LinkedIn
Dhar Mann Studios YouTube
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About:
Creator Ops teaches you how to become a great manager or operator for creators.
As the creator economy gains momentum, the need for great operators is dramatically increasing. These are the people behind the creators who help with product development, finances, sponsorships, content strategy, and much more.
We’ll interview the industry's best managers and operators to understand how they're shaping this rapidly changing space.
Connect with me (Thomas Schreiber) on:
Linked
YouTube
If you have any questions, comments, or feedback, send me an email: thomas@creatoropsmedia.com

On this episode of Creator Ops, I talk with Lukas Runte, the Co-Founder and CEO of Everbloom.
Everbloom provides flexible, non-dilutive capital for creators. They offer capital ranging from $ 50,000 to $ 5,000,000 with no minimum monthly payments, no revenue pressure, and most importantly, you retain 100% ownership of your content and IP.
Creators use Everbloom’s capital to scale marketing, build teams, and launch new products. So far, Everbloom has deployed over $15 million across more than 175 creators.
During our conversation, Lukas and I talked through:

• The right time for creators to raise capital and how to approach it with a clear plan
• How to structure a creator business the right way to stay tax-efficient and investor-ready
• The full landscape of funding options available to creators today
• Common pitfalls and red flags creators should avoid when taking on outside money
• The future of creator financing and what it means for the next generation of businesses

Links:
Lukas LinkedIn
Everbloom Website
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About:
Creator Ops teaches you how to become a great manager or operator for creators.
As the creator economy gains momentum, the need for great operators is dramatically increasing. These are the people behind the creators who help with product development, finances, sponsorships, content strategy, and much more.
We’ll interview the industry's best managers and operators to understand how they're shaping this rapidly changing space.
Connect with me (Thomas Schreiber) on:
Linked
YouTube
If you have any questions, comments, or feedback, send me an email: thomas@creatoropsmedia.com

On this episode of Creator Ops, I talk with James Creech! James is a serial entrepreneur and experienced M&A advisor who has spent over a decade in the creator economy.
He was previously the Co-Founder & CEO of Paladin, an influencer marketing platform that was acquired by Brandwatch in 2022. Currently, he is the founder of Quartermast Advisors, which helps founders navigate the M&A process to successful exits.
In this episode, we break down the essentials of selling a creator business, including:

• What buyers expect and how to navigate due diligence
• Strategies to reduce key person risk
• How valuations and multiples are determined — and what actually drives higher value
• The critical role of revenue diversification in a successful sale
• How to prepare your business today for a successful exit down the road

Links:
James LinkedIn
Quartermast Website
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About:
Creator Ops teaches you how to become a great manager or operator for creators.
As the creator economy gains momentum, the need for great operators is dramatically increasing. These are the people behind the creators who help with product development, finances, sponsorships, content strategy, and much more.
We’ll interview the industry's best managers and operators to understand how they're shaping this rapidly changing space.
Connect with me (Thomas Schreiber) on:
Linked
YouTube
If you have any questions, comments, or feedback, send me an email: thomas@creatoropsmedia.com

On this episode of Creator Ops, I talk with Angus Parker who is the General Manager & COO for Ali Abdaal.
Ali Abdaal is the #1 productivity creator in the world, with over 6 million YouTube subscribers. A former doctor turned entrepreneur, Ali has built a business by teaching everything from evidence-based productivity to intentional living and creative entrepreneurship. Today, the business generates well over $5M per year, and Angus has been a critical part of its success.
During our conversation, we talk through a ton, including 3 of Ali’s products:

• Part Time YouTuber Academy - Ali’s courses, systems, and templates to help you start, grow, and monetise a YouTube channel
• LifeOS - The complete productivity system to help you manage your time, beat procrastination, and take consistent action towards your goals.
• VoicePal - an AI-powered tool that captures your spoken thoughts, mimics your tone, and transforms ideas into first drafts in minutes

• Why Ali and Angus shut down a thriving paid community—and the hidden costs of that decision
• The “key-person risk” most creator businesses ignore—and the system they’re building to fix it
• How Angus and Ali are creating software and AI products—and what that says about the future of creator monetization
• What most creators miss about recurring revenue—and why it matters more than ever in a saturated market
• And lastly, the underrated power of live cohorts—and how real-time feedback helped them build (and rebuild) better products

We also chat through:Links:
Angus LinkedIn
Ali Abdaal's YouTube
Ali Abdaal's Website
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About:
Creator Ops teaches you how to become a great manager or operator for creators.
As the creator economy gains momentum, the need for great operators is dramatically increasing. These are the people behind the creators who help with product development, finances, sponsorships, content strategy, and much more.
We’ll interview the industry's best managers and operators to understand how they're shaping this rapidly changing space.
Connect with me (Thomas Schreiber) on:
Linked
YouTube
If you have any questions, comments, or feedback, send me an email: thomas@creatoropsmedia.com

On this episode of Creator Ops, I talk with Chris Smith, the Head of Agency & Partnerships at The Gold Studios — a creative studio that works with YouTube creators to produce some of the platform’s biggest shows.
Chris leads celebrity and brand partnerships, oversees campaign management, and works closely with both agents and rising talent to build standout digital media collaborations across YouTube and beyond.
Whether it’s structuring long-term sponsorships, helping creators land premium brand deals, or innovating on new monetization strategies, Chris brings deep insight into what makes partnerships actually work in this space.
During our conversation, we talk through:

• How most managers and agents actually sell brand deals today — and why the old way often falls short
• Why creative-first pitching beats rate cards and unlocks higher-value sponsorships
• A tactical walkthrough of Chris’s brand deal process: from outreach to pricing to closing
• How to sell YouTube integrations by matching upcoming videos with brand goals
• The importance of planning content calendars ahead to increase sell-through and repeat brand work
• Why short-form is crowded—and how long-form YouTube sponsorships are still undervalued
• Creative ideas for mixing traditional advertising formats (like logo ramping) into YouTube content

Links:
Chris Smith's LinkedIn
The Gold Studio --------
About:
Creator Ops teaches you how to become a great manager or operator for creators.
As the creator economy gains momentum, the need for great operators is dramatically increasing. These are the people behind the creators who help with product development, finances, sponsorships, content strategy, and much more.
We’ll interview the industry's best managers and operators to understand how they're shaping this rapidly changing space.
Connect with me (Thomas Schreiber) on:
Linked
YouTube
If you have any questions, comments, or feedback, send me an email: thomas@creatoropsmedia.com

On this episode of Creator Ops, I chat with Scott Fisher, the founder of Select Management Group.
Scott started Select 15 years ago and has managed some of the biggest creators, including Gigi Gorgeous, Tyler Oakley, Amanda Steele, and Mindy McKnight. Today, they manage over 450 creators and influencers across many different categories.During our conversation, Scott and I talk through:

• How Scott landed his first creators back in 2010
• Negotiating brand deals while cleaning toilets at Starbucks
• The nuances of scaling a talent management company
• The hidden risks of creator businesses
• Managing burnout among talent managers
• The Future of the Creator Economy and the New Hollywood

Links:
Scott Fisher LinkedIn
Select Website
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About:
Creator Ops teaches you how to become a great manager, agent, or operator for creators
As the creator economy gains momentum, the need for great operators is dramatically increasing. These are the people behind the creators - the managers and agents who help with sponsorships, content strategy, finances, product development, and a whole lot more.
We’ll interview the industry's best managers, agents, and operators to understand how they’re shaping this rapidly changing category.
Connect with me (Thomas Schreiber) on:
LinkedIn
YouTube
If you have any questions, comments or feedback, send me an email: thomas@creatoropsmedia.com
Subscribe to The Creator Ops Podcast:
Apple Podcast
Spotify
Amazon
Pocket Casts

On this episode of Creator Ops, I chat with Jonny Davies, the manager behind creators Ali Abdaal & Simon Squibb!
During our conversation, Jonny and I talk through:

• The formation of Ali Abdaal's partnership with Headspace
• Navigating brand deals for Simon Squibb
• Building long-term IP for creators
• How to land your first brand deal as an emerging creator
• How Ali and Simon structure their teams
• The Future of Equity Deals in the creator economy

Jonny works at Sixteenth, a management agency working with award-winning creators across a variety of niches.
Links:
Jonny Davies LinkedIn
Sixteenth
Ali Abdaal YouTube Channel
Simon Squibb YouTube Channel
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About:
Creator Ops teaches you how to become a great manager, agent, or operator for creators
As the creator economy gains momentum, the need for great operators is dramatically increasing. These are the people behind the creators - the managers and agents who help with sponsorships, content strategy, finances, product development, and a whole lot more.
We’ll interview the industry's best managers, agents, and operators to understand how they’re shaping this rapidly changing category.
Connect with me (Thomas Schreiber) on:
LinkedIn
YouTube
If you have any questions, comments or feedback, send me an email: thomas@creatoropsmedia.com
Subscribe to The Creator Ops Podcast:
Apple Podcast
Spotify
Amazon
Pocket Casts