The Business of Creators
The Business of Creators podcast is for content creators and professionals in the creator economy. Each week we speak to the businesses supporting the creator economy with new tools and effective means of monetisation. Subscribe to the show to learn more about the people powering this amazing new industry. The origin of the show is actually a network I set up in 2017 called The Business of Influencers, back when everyone was talking about influencers and not creators. I built the network to bring people together and it grew to more than 500 people as the creator economy boomed. But I've never liked the word influencer.Having spent more than 20 years in the media industry, I am deeply passionate about supporting creative talent. Today I am the co-founder of a business called Electrify Video Partners which invests in creators. And I created this show to raise awareness of this great industry.
The Business of Creators
The Secret Behind 1UP Candy’s Explosive Success (And FaZe Rug’s Role) | CREATOR COMMERCE S1E7
What happens when you combine a viral creator with a disruptive candy brand? In this episode of The Business of Creators, Ian Shepherd dives into the story of 1UP with co-founders Michael Schenker, and Chris Koch — the team behind the bold new candy brand launched with FaZe Rug. From rapid product innovation to landing Walmart distribution in months, they share how they’re building a Gen Z-first CPG company with creators at the core.
Launching products for sale? Start with a .store domain. Top creators like MrBeast, Dude Perfect and Colin & Samir use .store to build clean, memorable web addresses like YourName.store, boosting clicks, driving sales and making it crystal clear where fans can shop. Grab yours now: https://go.store/boc7
Topics Discussed:
- The origin and growth strategy behind 1UP Candy
- How FaZe Rug became an authentic co-founder — not just a face
- Equity, royalties, and what creator partnerships really look like
- Navigating retail launches and the power of viral product experiences
- Future product categories in protein and kids’ nutrition
Key Takeaways:
- Learn how to structure meaningful creator partnerships beyond sponsorships
- Discover how to use consumer insights and social trends to build breakout products
- Understand what retailers really want from creator-led brands
- See how a lean team used speed, testing, and authenticity to win shelf space
- Get inspired by how to turn creator influence into long-term brand equity
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!