Are brands making a massive mistake by overlooking YouTube?

In this episode of The Business of Creators, Ian Shepherd sits down with creator Larray and CAA talent agent Andrew Graham to unpack why Fortune 500 brands have shifted budgets to TikTok and Instagram and what they’re losing by ignoring the long-form power of YouTube.

They break down the post-pandemic budget shift, the rise of UGC and paid media, and the growing disconnect between what marketers think drives culture and where real community and real revenue are actually built.

If you're a CMO, brand marketer, creator, or operator in the creator economy, this is a must-listen conversation.

Topics Discussed:
- Why brand dollars moved from YouTube to short-form platforms
- The difference between paid media strategy and creator strategy
- How YouTube builds deeper, more loyal communities
- Why long-form content drives stronger purchase intent
- The connected TV opportunity most brands are ignoring

Key Takeaways:
- Why YouTube audiences create “superfans” who buy products, tickets, and merch
- How long-form content builds emotional connection that short-form can’t replicate
- The strategic mistake brands make when they treat YouTube like just another ad platform
- Why creators with strong YouTube businesses build real enterprise value
- How brands can integrate into “hero” content instead of relying solely on paid media

As Andrew puts it: if you want transactions, go short-form. If you want to build an empire, build on YouTube.

Watch to learn actionable strategies to grow your creator business — and don't forget to subscribe to the channel for more insights on the business of creators!

What if the creators promoting your brand didn’t just get paid, but actually owned a piece of it?

In this episode of The Business of Creators, Ian Shepherd sits down with Jeff Frommer, founder of OWM, to break down why the future of the creator economy isn’t more #ads — it’s ownership.

Jeff explains how founders can use equity as a growth engine, why creators should start asking “What do I own?”, and how influence-for-equity partnerships are reshaping distribution, incentives, and long-term value creation.

Topics Discussed:
- Why equity is a founder’s most valuable currency
- The shift from one-off sponsorships to long-term ownership partnerships
- How to value a creator in an equity deal
- The advisor vs ambassador vs co-founder framework
- How OWM structures and brokers influence-for-equity deals
- Why trust and distribution are the last true moats in an AI-driven world

Key Takeaways:
- How to structure influence-for-equity deals without overcomplicating legal or valuation
- A practical framework for deciding whether a creator should be an advisor, ambassador, or co-founder
- Why equity fundamentally changes how creators show up for a brand
- How founders can reduce CAC by aligning incentives instead of renting attention
- What creators should be asking brands if they want long-term upside
- Why AI will create millions of entrepreneurs, but attention and trust will be scarce

If you’re a founder trying to scale distribution or a creator thinking beyond brand deals, this conversation will change how you think about value.

Listen to learn actionable strategies to grow your creator business and don't forget to subscribe to the channel for more insights on the business of creators!

Smosh didn’t just survive two decades on YouTube, it rebuilt itself into a premium comedy company, and this episode breaks down exactly how they did it. In this episode of The Business of Creators, host Ian Shepherd sits down with Alessandra Catanese, CEO of Smosh, to break down how one of YouTube’s most iconic comedy brands is evolving into a premium, future-proof media company.

Alessandra shares how Smosh is balancing creative freedom with sustainable business growth, why YouTube remains central to their strategy, and what it really takes to build a healthy creator-led company at scale. From redefining company culture to diversifying revenue streams and investing in talent, this conversation offers a rare look behind the scenes of a modern creator business operating at a high level.

Topics Discussed:
- Smosh’s evolution from YouTube channel to premium comedy brand
- Why creator companies need clear values, culture, and leadership
- Building sustainable revenue across AdSense, brand deals, merch, and live shows
- Hiring, scaling teams, and maintaining work-life balance
- The future of the creator economy and its convergence with traditional media

Key Takeaways:
- Learn how to evolve a creator brand without alienating your existing audience
- Understand how to structure leadership so creators can stay creative while the business scales
- See how Smosh balances free YouTube content with paid products, merch, and live experiences
- Discover how intentional culture, hiring, and work-life balance drive long-term growth
- Get a clear framework for thinking about the future of the creator economy and where opportunities are opening up next

Listen to learn actionable strategies to grow your creator business — and don't forget to subscribe to the channel for more insights on the business of creators!