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

The other week, we closed out Advertising Week NY with a bang, bringing together our community of creators and marketers to hear NYC's favorite bodega creator ‘The Ocky Way’ and QYOU Media's Glenn Ginsburg break down the future of creator partnerships.

The room was packed with familiar faces from both sides of the industry, and from measuring success to building authentic collaborations, the insights were flowing.

Let's dive into the key takeaways.

Enjoying being part of the community?

"I got laid off, so I became a full-time creator."

I heard this story repeatedly at a dinner we hosted last week with some of NYC's top creators.

Trading steady paychecks for uncertainty takes guts. But sitting there, hearing everyone's journeys, one thing was clear: not one person regretted taking the leap.

These creators weren't just surviving post-9-5 life; they were thriving.

Why? Because ownership changes everything. Their freedom to choose when, where, and how they work wasn't just a perk — it was transformative.

Here's what fascinated me: Some had 10K followers, others 600K+, but all were making real impact in their niches. They weren't just earning; they were building something bigger than themselves.

That's exactly why Teachable launched the 9-5 Quitters Club. It's for everyone ready to bet on themselves — whether you're building a side hustle or going all-in on your passion.

Your knowledge has value. Your creativity has a place. And that "someday" dream? It could start today. Get after it.

Creators as culture shapers: key lessons in modern creator partnerships

In our latest Creator Economy NYC panel, we explored creator-brand partnerships through a conversation with two figures who represent both sides of the industry: Rahim Mohamad, better known as "General Ock" (but we’ll refer to him as “Ock”) - a creator - and Glenn Ginsburg, President of QYOU Media - an agency.

Their discussion revealed fascinating insights about the future of creator marketing —but first, let me tell you about the viral sensation that is "The Ocky Way."

During the pandemic, Ock — a NYC bodega owner — started filming creative sandwich-making videos at his brother's suggestion. His fifth video, featuring a simple request to a customer ("Can you please order a bacon, egg, and cheese on a honey bun?"), exploded across social media. Major outlets like Complex picked it up, and Ock's following grew to over 6 million across platforms.

What started as viral food videos featuring unconventional combinations (think Pop Tarts in sandwiches) has evolved into something bigger. As a father of five, Ock's family-friendly content caught the attention of major brands, leading to collaborations with celebrities and even Hollywood studios.

This brings us to our panel discussion with Ock and Glenn, where we explored how creator-brand partnerships are evolving from simple product placements into full-scale productions. Here are the key takeaways from our conversation...

1. The Hollywood treatment is elevating creator content

QYOU Media has revolutionized creator marketing by bringing Hollywood-level production value to creator content. Rather than simply providing guidelines and letting creators shoot on their phones, they deploy full production teams while maintaining creator authenticity.

This approach shined in campaigns like Scream 6, where they transformed Ock's bodega into a horror set, and A Quiet Place, where they created a multi-creator storyline about "day one" of the alien invasion.

"My first feeling of working with them was just like… welcome into Hollywood," Ock shared about working with QYOU. "Seeing all the cameras… I see all of this only in Hollywood." Fitting as Ock’s goal is to one day be an actor. One step closer!

TLDR: Professional production + creator authenticity = premium brand content that maintains creator voice.

2. Creators as culture shapers

A significant shift has occurred in the creator economy over the past five years. Glenn highlighted this transformation: "Creators were often reflecting what is happening in culture, but now they are establishing culture." Hence why QYOU chose to strategically incorporate creators in their marketing campaigns for the films.

This was perfectly illustrated when Teenage Mutant Ninja Turtles incorporated Ock's catchphrases into the actual film, check it out here. Now, I later researched that Seth Rogen, who worked on the 2023 Teenage Mutant Ninja Turtles: Mutant Mayhem movie, said that the movie's creators wanted the turtles to sound and talk like real teenagers, and with that to reference creator culture with TikTok and YouTube videos. Mr. Beast was even a character in the movie.

TLDR: Creators have evolved from culture commentators to culture creators.

3. The new ROI metrics - it's all In the comments

The metrics that matter in creator marketing have evolved dramatically. Glenn broke down this progression: "Follower count is an old, old metric... it then kind of went to views... then it went to kind of went to engagement rate. Now? It’s moving towards what kind of sentiment, what people are saying."

What exactly are brands looking for in comments? According to Glenn, they're analyzing whether audiences are leaving genuine, positive responses versus simply acknowledging sponsored content: "What are people saying when they work with a brand? Are they saying positive things or are they saying, you know, 'get that bag'?"

This shift toward comment analysis represents a deeper understanding of creator marketing success. Rather than just counting likes or views, brands want to see real conversations happening in comment sections — a sign that the content resonated authentically with viewers despite being promotional.

(This growing focus on comment analysis is exactly why I’ve been building Siftsy, a comment section analytics tool for influencer marketers.)

TLDR: Comments and audience sentiment are becoming more valuable metrics than traditional engagement numbers.

4. Platform diversification strategy

Success in today's creator economy requires a multi-platform approach. QYOU actively encourages creators to maintain presence across platforms, noting that unexpected viral moments can happen anywhere.

“We may work with a creator who'll do great on TikTok and Instagram, but suddenly their YouTube Shorts content hits 30 million views,” Glenn explained.

Even established creators like Ock are exploring new opportunities, with him noting Snapchat's growing monetization potential: "On Snapchat, once you hit 50,000 followers, you can get monetized through stories. If you post around 80-100 stories... you get paid the big bucks."

TLDR: Don't put all your eggs in one platform basket.

5. The power of long-term partnerships

Both parties emphasized the importance of building lasting relationships over chasing quick paydays. "I prefer a long-term [partnership], because sometimes I’ll have a one-off job, and to me it's not only about the money... I'd rather have it long-term than just one time and call it a day," Ock explained.

This approach has led to multiple successful collaborations between Ock and QYOU, spanning various movie campaigns and growing in scope each time.

TLDR: Sustainable success comes from building lasting partnerships.

Bonus: What really makes a creator attractive to brands

Beyond metrics, Glenn revealed what makes creators attractive partners: their format's adaptability to brand integration and their ability to maintain authenticity while incorporating brand messages.

And a crucial tactical tip emerged: "Put your contact information on your profile, please," Glenn emphasized. This simple addition can be the difference between landing or missing major opportunities.

TLDR: Accessibility + adaptability + authenticity = attractive creator partner. And make your contact clear and visible!

Thanks to everyone who could join us and tune in IRL, and shoutout to QYOU for their partnership. You can watch the full panel in the comfort of your home below!

Upcoming events

We are wrapping up a wild month of October filled with events. Our next events will be in November (week of Nov 18!) and December (Dec 5!) More details to come soon — stay tuned to the newsletter and our socials.

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• Start a newsletter: It’s time you own your audience and start a newsletter. Get 20% off your first 3 months on any beehiiv paid plan. This comes after a complimentary 30-day free trial, exclusively for our community members! Snag it here.

• (NEW) Creator Guide: The Influencer Marketing Factory launched a guide to help creators navigate the challenges of the creator economy and to and capitalize on the opportunities that exist today. Lots of expert advice! Get it here.

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

Brett