Zawwar Khan on the Intersection of Media and Commerce

Zawwar Khan, a CPG consultant for creators (Rel Brands), joins Erik Torenberg to talk about his journey from being the youngest brand manager at Procter & Gamble and PepsiCo, to advising media creators on building their own commerce brands. He also shares some strategies for creators to expand beyond their audience, the potential of creator-incubated businesses, and the future of the creator economy through innovative financing and business models.

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Key Takeaways:

• Creators are realizing the potential to build businesses that transcend their personal brand and are seeking partnerships with operators.

• Relevance to the creator's audience is crucial when evaluating business opportunities.

• Successful creator-operated brands focus on solving problems for their audience.

• Middle America male hobbies present untapped opportunities for creators to develop commerce brands.

• There is potential for growth in B2B influencer marketing, with creators providing recommendations for products and services to businesses. Creators can explore opportunities in different industries by leveraging their relevant audience and instant credibility.

• Building a brand as a creator can involve having a trusted person on the team run the company, partnering with an operator, or exploring licensing and co-create opportunities.

• Investing in the creator economy requires a nuanced approach, understanding the diverse needs and challenges of creators.

• Venture studios that provide resources and strategic guidance to creators could be the future of investing in the creator economy.
  

LINKS:
Zawwar Khan: https://www.hellorel.com/ 

X/ TWITTER:
@eriktorenberg (Erik)
@zawwarkhan_ (Zawwar)

TIMESTAMPS:
(00:00) Intro
(00:49) Zawwar’s journey from Brand Manager to CPG Consultant
(05:51) Evolution of Media and Commerce
(09:13) Strategies for Success
(16:56) Sponsor: Turpentine
(17:44) Rise of B2B Influencers and Creator Opportunities
(26:32) Potential of Creator-Led Ventures
(28:56) Building Brands as a Creator
(34:32) Venture Capital Perspectives on the Creator Economy
(40:09) The Future of Investing: Venture Studios for Creators
(49:25) Wrap

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