Content to commerce: Inside the creator’s journey to building brands (that last)

I’M WALKIN’ HERE WITH

Hey! Welcome to the Creator Economy NYC newsletter — the premier place for all things creator economy in the Big Apple.

Last night, we closed out 2024 with an unforgettable event at Shopify’s SoHo space. With over 200 attendees and an incredible panel we explored how creators are turning content into commerce.

Today’s issue is special — it’s our 52nd edition! That’s a full year of stories, insights, and celebrating NYC’s creator economy. Thank you for being part of this journey.

Now, let’s dive into the key takeaways from last night’s panel and what they mean for creators looking to explore commerce in 2025 and beyond.

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BROUGHT TO YOU BY SHOPIFY

Where creators build their empires

From Shopify’s stunning SoHo space to their commitment to NYC's creator community, they continue to be a driving force in helping creators build sustainable businesses.

Right here in the city that never sleeps, they're powering the next generation of creator-led brands with everything needed to launch and scale – from customizable storefronts to powerful tools for inventory, marketing, and customer relationships.

Whether you're building from a Brooklyn studio or a Manhattan skyscraper, Shopify makes it possible to turn your creator business into something bigger.

CITY SPOTLIGHT

Content to commerce: Inside the creator’s journey to building brands (that last)

While most creators chase their next viral hit, a rising wave is chasing something bigger: their next product launch.

On stage sat four panelists, each offering a unique lens on the creator commerce journey:

• AmandaRachLee, who turned her art and journaling content into a thriving stationery brand.

• Brett Conti, who's documenting his ambitious quest to build a million-dollar tea company called Beleaf Tea.

• Elliot Choy, who transformed his college vlogs into the streetwear label Copyright.

• Jacob McCourt, Shopify's creator partnerships lead who's helped countless creators navigate their transition into commerce.

The power of authentic extension

For AmandaRachLee, who's spent over a decade building her art and journaling community on YouTube, the leap into commerce wasn't about chasing trends — it was about solving problems.

"People are connected to me through my journaling videos," she shared, leaning forward in her chair. "It felt right to create something they could use too." Her stationery brand, Shop ARL, emerged as a natural extension of her content, turning viewers who struggled with artistic confidence into customers equipped with tools to create.

Watching Amanda share this journey, I was struck by a crucial insight for creators: your first product doesn't need to be revolutionary — it needs to be relevant.

Too often, creators feel pressure to launch something completely unique or unexpected. But Amanda's success suggests the opposite approach: look at what your audience is already asking for in your comments section. What barriers are they facing? What tools do they wish they had? The answers are often hiding in plain sight.

The name game

When Brett Conti took the mic to reveal his new venture's name — Beleaf Tea — the choice reflected a careful balance between personal brand and business potential.

"I didn't want it tied to my personal brand," he explained, despite suggestions from friends to name it after himself — ConTEA (still cool). "I wanted something my audience could relate to but that could grow beyond me."

This decision sparked an important realization: the creator economy is maturing beyond purely personal brands. While many successful creator products might lean heavily on the creator’s name, there's a growing recognition that building a separate brand identity offers more long-term flexibility.

For creators considering their own product launches, this presents a strategic choice: do you want to be the face of your brand forever, or are you building something that could eventually stand on its own?

The building in public approach

For both Brett and Elliot, turning their business-building journey into content has opened unexpected doors. "When you put something on the internet, you don't know who's watching," Brett revealed, describing how his first announcement video caught Shopify's attention. "Even if it's 100 views, one person from those 100 could change your life."

As a moderator, this highlighted perhaps the most powerful shift in modern business building: transparency is no longer optional — it's a competitive advantage.

The old playbook of perfecting everything behind closed doors before launch is being replaced by something more authentic. Creators who document their journey aren't just building anticipation; they're creating trust, gathering feedback, and often attracting partners before they even have a product to sell.

This mindset extends to how Elliot views his relationship with his audience while building his apparel brand, Copyright: "I think you'll find that over the years of putting out content, your fan base and viewers have engaged with you, developed a relationship with you, are essentially friends with you, and that will carry on."

This echoes a key theme from our recent personal branding event last month: the power of strategic vulnerability. When creators share their journey – including the setbacks and struggles – they transform their audience from passive viewers into active participants.

We heard about this when Amanda turned a planner misprint into a community moment, and again as Brett documented his tea sourcing challenges in India.

These moments of transparency don't diminish a creator's brand; they strengthen it.

The timing tightrope

Jacob McCourt, drawing from his experience with countless creator launches, painted a picture of what we called "the commerce mountain" – a journey every creator must climb thoughtfully.

"The time has to be right, and your community has to be ready for it," he stressed. "You're going to spend months building this product. If you launch something disconnected from what your community is looking for, it just might not land."

This framework offers both comfort and direction for creators at every stage. The climb typically starts with affiliate partnerships, where creators can learn what products resonate with their audience.

Next comes brand partnerships and sponsorships — which Amanda, Brett, and Elliot all leveraged to build capital and market understanding. Only then, with deep audience insights and some financial cushion, does the path lead to owned products.

"I used those years of brand deals to save up and build my business," Amanda shared. "It meant I could launch without outside funding and really take my time to get the product right."

Today, she posts monthly instead of weekly, with her community fully supporting her focus on product development — a testament to the freedom that comes from climbing Commerce Mountain strategically.

For creators early in their journey, the message is clear: you don't need to leap straight to product creation. Each piece of content, each affiliate sale, each brand collaboration is a step up the mountain.

Looking forward

Perhaps the most important takeaway wasn't spoken directly: the line between creators and entrepreneurs is disappearing. The tools, platforms, and playbooks for building sustainable businesses are more accessible than ever.

The question isn't whether creators should build beyond content — it's how to do it in a way that serves their community while building something lasting.

In NYC’s creator ecosystem, that future is already taking shape. And if this conversation was any indication, we're just seeing the beginning of what creators can build. Get after it!

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Beyond Shopify's incredible space and support, this event came together thanks to two companies that deeply understand the creator journey.

• Teachable, whose no-code platform helps creators productize their knowledge through digital downloads, courses, and communities, continues to be an invaluable partner in supporting creator entrepreneurship.

• And beehiiv, the leading creator newsletter platform, empowers creators to own their audience and monetize their content directly.

Want to tune into the full convo? The full panel discussion will be shared on our YouTube channel (subscribe!) and in this newsletter next week.

THE NEWSSTAND

• The business blueprint behind social media’s rising stars

• Appeals court upholds law ordering China-based ByteDance to sell TikTok or face U.S. ban

• ‘Brain rot’ named Oxford Word of the Year 2024 (we wrote about this in October!)

ICYMI

• 📰 Why NYC's top creators embrace the cringe

• 📰 The power of you: 5 insights on personal branding from NYC creators

• 📰 This NYC consultant went full-time creator by owning his story

STAND CLEAR OF THE CLOSING DOORS PLEASE

Thanks so much for reading! Let me know what you thought by replying back to this email. See you next week!

Talk soon,

Brett