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Is the Creator Economy Dying or Thriving? What's Next for the Industry · Earn Your Leisure

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  Speaker 2: What's your thoughts on the creator economy. A lot of
• 1:56
  Speaker 2: people are saying that it's like a recession for creators
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  Speaker 2: and you have a few people at the top that's
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  Speaker 2: doing well and the vast majority of people that's making
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  Speaker 2: viral content never making any money. Yeah, so is it sustainable?
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  Speaker 2: Like where do we go from here? As far as
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  Speaker 2: what has been coined as the creator economy?
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  Speaker 3: Yeah, I think you know, a lot of people flooded
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  Speaker 3: the zone, right, so there's a there's a dearth of
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  Speaker 3: creators out there. I think you know, the people that
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  Speaker 3: are doing super well.
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  Speaker 4: There they are.
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  Speaker 3: They've found a niche in a positive way and they're
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  Speaker 3: super serving that consumer and they're adding value. I think
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  Speaker 3: those people, you know, long term, will will flourish.
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  Speaker 4: They just have to figure out how to monetize.
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  Speaker 3: I don't think the platforms, at least in the current state,
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  Speaker 3: are going to be that path. Like that's just to
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  Speaker 3: get you the exposure so that brands like you know,
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  Speaker 3: Samsung or whoever want to work with you. And then
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  Speaker 3: I think, you know, they just need people that can
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  Speaker 3: help them get brand deals and like explain to Samsung
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  Speaker 3: or you know, Meta or ray Band whoever it is, like, hey,
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  Speaker 3: this is why she or he is super important, this
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  Speaker 3: is their audience, and this is how you can activate
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  Speaker 3: them clearly at the top to your point, you know,
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  Speaker 3: like the mister beasts of the world Logan and Jake Paul, like,
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  Speaker 3: you know, they're you know, even Shannon Sharp, I think
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  Speaker 3: he's you know, on, you know, on well on his
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  Speaker 3: way to really dominate in this new sort of like
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  Speaker 3: content paradigm. Those people can branch out and do all
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  Speaker 3: the other things, you know, launch CpG brands, launch candy
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  Speaker 3: bar brands, become professional fighters like they really figured it out.
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  Speaker 3: The middle, I think is the hardest part, right, Like
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  Speaker 3: it's like you're not niche enough and specific enough to
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  Speaker 3: be seen as like really courrent expert to whatever that
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  Speaker 3: community is. And I think there's a lot of people
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  Speaker 3: in that segment of like you know, the boyfriend girlfriend videos.
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  Speaker 3: It's like like I don't know who wants to sponsor that.
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  Speaker 3: I don't can't figure out, like what's the value proposition?
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  Speaker 2: Like how do you monetize that? Do you feel like
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  Speaker 2: it's too much content? Because I was just thinking about
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  Speaker 2: like even you know, previously you had sports and you
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  Speaker 2: had news, and then you had like movies and stuff.
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  Speaker 2: Right now now you have sports, you have news, you
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  Speaker 2: have movies, but you have twenty four hour content that's
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  Speaker 2: being produced on Instagram, TikTok, and YouTube. It's an unprecedented
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  Speaker 2: time in human history, if you think.
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  Speaker 4: About it, right, very democratic.
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  Speaker 2: It's like a hurricane of content daily. Right, is this
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  Speaker 2: oversaturating the media market to where it's devaluing real, actual
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  Speaker 2: valuable content doesn't even mean anything anymore.
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  Speaker 4: You could make that argument.
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  Speaker 3: I wouldn't make that argument because I think when you
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  Speaker 3: make really high quality content, it breaks through like we
• 5:01
  Speaker 3: were talking about Speedy interviewing Gorilla last week. It broke through, right,
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  Speaker 3: Like he designed that episode brilliantly creatively to have those
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  Speaker 3: moments where people that know we're like they flirting. Was
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  Speaker 3: he like embarrassed? Was he cracking up? Could he not
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  Speaker 3: understand her?
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  Speaker 5: Like?
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  Speaker 3: He designed that whole thing to be a thing, right,
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  Speaker 3: and it broke through. And like, people that do that
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  Speaker 3: I think will be successful. Is there a barrage of
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  Speaker 3: like just nonsense and your friends posting eighteen hundred stories
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  Speaker 3: that you don't need to look at? Sure, but the
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  Speaker 3: high quality content I think will break through. I really
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  Speaker 3: like all these platforms I think are for the betterment, right,
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  Speaker 3: And it's giving more people out.
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  Speaker 4: Of all of the more I think.
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  Speaker 3: So it's giving people more access. I mean, like, I
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  Speaker 3: mean there's obviously there's obviously not nice people out there.
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  Speaker 2: Let's just be honest, right, The vast majority of content,
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  Speaker 2: it's like the vast majority of music, The vast majority
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  Speaker 2: of music is bad and it's it's detrimental. And that's
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  Speaker 2: why specifically hip hop music is going down, right because previously,
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  Speaker 2: like the Golden era, you had to really be talented
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  Speaker 2: in order to be heard now anybody can be heard.
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  Speaker 2: Now what that breaking of the barrier, you lose any
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  Speaker 2: level of nostalgic moments. Quality of music is going down,
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  Speaker 2: and it's hurt the entire genre.
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  Speaker 4: Yeah, I could see the point you're making. I think
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  Speaker 4: the point I'm making is, like.
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  Speaker 3: You have in content, you have these seismic consumer changes
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  Speaker 3: happening where like you know, the average age of like
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  Speaker 3: news programming on linear television is in its seventies, right.
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  Speaker 3: That means there's someone like one hundred and four watching
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  Speaker 3: it if the average is.
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  Speaker 2: Seventy, right, But I watch it the average seventy.
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  Speaker 3: Average is seventy MSNBC is seventy years old, right, That
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  Speaker 3: means there's no one eighteen watching it, literally, no one,
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  Speaker 3: not one person, right, and all of these social tools,
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  Speaker 3: And I would agree some of it is not nice,
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  Speaker 3: and some of it is not good, and some of
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  Speaker 3: its low quality.
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  Speaker 4: But there are a lot.
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  Speaker 3: Of people that wouldn't get the opportunity to create content
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  Speaker 3: and break through with there's such a reduction in friction
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  Speaker 3: that they can have the opportunity to break through. And
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  Speaker 3: I do concur with your point that it is important
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  Speaker 3: that it is high quality. It's premium it's scheduled, that
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  Speaker 3: it's done in a methodical way. I do think that's
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  Speaker 3: more valuable, it's more trustworthy. I think brands matter, Like
• 7:34
  Speaker 3: you know, I don't agree in this, like you know,
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  Speaker 3: Jason Calacanis and Chamoth Polyopatia that like citizen journalism is
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  Speaker 3: like gonna be the thing, Like no, you guys are
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  Speaker 3: just all riding Elon's you know, like wave right, Like
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  Speaker 3: it's not true, like citizen journalism.
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  Speaker 4: Yeah, maybe it's part of it.
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  Speaker 3: But like I want journalists I can trust, right, I
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  Speaker 3: want people with ethics.
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  Speaker 2: Can you trust any journalists?
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  Speaker 4: Can you trust to anyone? But I think no.
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  Speaker 3: But I think honestly, there are journalists and the journalists
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  Speaker 3: I've worked with that.
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  Speaker 4: They have boundaries, like you know.
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  Speaker 3: They they will quit at a principle, They will not
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  Speaker 3: do things out of principle. I think there are people that,
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  Speaker 3: like there's certainly people that the other way, right, that
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  Speaker 3: they will trade you access to a famous musician to
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  Speaker 3: give them a favorable whatever, right because they want that access.
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  Speaker 3: But then there's journalists that are hyper critical, right, and
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  Speaker 3: and you know they won't bend those things. So I think,
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  Speaker 3: you know, I do think the critical journalists are super important.
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  Speaker 4: You know.
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  Speaker 3: I don't want to just see like, you know, uh,
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  Speaker 3: flattery of people like you know, the podcast. I think
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  Speaker 3: it's called like founders or acquired one of them and
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  Speaker 3: they bring business people on, but there's no critique. It's
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  Speaker 3: just like they're just lathering them with how great they are.
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  Speaker 3: It's well, it's not journalism, that's just you know, just
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  Speaker 3: a hype piece. It's just a biopic in an audio format.
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  Speaker 1: So and that theme, how do you stay youthful when
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  Speaker 1: it comes to content creation?
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  Speaker 4: Right?
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  Speaker 1: You have Speedy be at a certain point, and Speedy's great,
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  Speaker 1: He's going to be a demographic younger one.
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  Speaker 4: Yeah, right, So like that, even Speedy pushes us, he does.
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  Speaker 1: I think he's amazing, but.
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  Speaker 3: Speedy is critical of us around like who's the next?
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  Speaker 4: Yeah?
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  Speaker 3: Or hey, guys, how come you're crushing it on reels
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  Speaker 3: but TikTok's not doing as well.
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  Speaker 4: You got to you gotta go to get in there
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  Speaker 4: tinker with it.
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  Speaker 3: And then they'll be like, hey, you're killing in TikTok,
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  Speaker 3: but why are you killing in shorts? Like he's honest
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  Speaker 3: about that, And I would say all the people that
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  Speaker 3: are you know, sort of on the content side. They
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  Speaker 3: tend to be of that you know, you know, mid
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  Speaker 3: to late twenties cohort. They're very aware of that, and
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  Speaker 3: they are pushing that agenda like they're you know, you
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  Speaker 3: know sometimes it's you know, makes this maybe be a
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  Speaker 3: little squirmish, you know, but like they are pushing that,
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  Speaker 3: and I think it's right.
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  Speaker 4: You have to be obsessed with the youth or you're
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  Speaker 4: gonna lose it. Do they ever?
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  Speaker 1: Does it get to a point where it's you seeing
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  Speaker 1: talent it and they're like, wait, that's the person, that's
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  Speaker 1: the person. Can we build around that person?
• 10:12
  Speaker 4: Sure?
• 10:13
  Speaker 3: Like, are you guys familiar with them? She's new a Gillian.
• 10:17
  Speaker 3: She's a new on air anchor for us on Complex New.
• 10:20
  Speaker 3: She's pretty new, like in the last couple of months,
• 10:23
  Speaker 3: but you know, discovered her totally organically. She was a
• 10:26
  Speaker 3: producer behind the camera Cornell who used to be our
• 10:31
  Speaker 3: head of video. He now works with Kendrick at a
• 10:35
  Speaker 3: pg lang. He's like the president of pg lang and
• 10:37
  Speaker 3: he hit us up, Hey, we're doing the pop out.
• 10:39
  Speaker 4: We're doing this music video in Compton.
• 10:41
  Speaker 3: She happed to be home in Compton, got her friend
• 10:45
  Speaker 3: to hold the camera right the never been on camera before?
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  Speaker 3: Does this content? It does like first day ten million views,
• 10:52
  Speaker 3: second day twenty million views, whatever, Right, she did like
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  Speaker 3: a ton of content, and we're.
• 10:56
  Speaker 4: Like, oh, wow, you're a star.
• 11:00
  Speaker 3: We need to we need to get you in front
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  Speaker 3: of the camera instead of back of the camera, and
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  Speaker 3: we need to you know, help you hone and sharpen
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  Speaker 3: your skills. But we're constantly, you know, Aria and Know
• 11:14
  Speaker 3: are constantly looking to find and develop new creators and
• 11:20
  Speaker 3: on uh you know, on screen and talent and like
• 11:23
  Speaker 3: you know, like you tell, who's another one of our
• 11:26
  Speaker 3: on screen talent?
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  Speaker 4: Like Cornell got him out of like flight club.
• 11:30
  Speaker 3: He went into flight club and the kid was like
• 11:32
  Speaker 3: just pitching him hard on like whatever the shoes were,
• 11:34
  Speaker 3: and he's like, huh do you want.
• 11:36
  Speaker 4: To do like a screen test?
• 11:37
  Speaker 3: And then like you know, he's been with us for
• 11:40
  Speaker 3: the last you know, three four years now.
• 11:42
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  Speaker 5: filming and selling child pornography in Michigan. These are just
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