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
You Won’t Believe What Happens Inside CrunchLabs - with President Jim Lee | CREATOR COMMERCE S1E8
What if your kid’s favorite YouTuber could also make them fall in love with science? That’s exactly what CrunchLabs is doing — and today, Jim Lee, the company’s President and COO, reveals how.
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In this episode of The Business of Creators, Ian Shepherd sits down with Jim to explore how CrunchLabs transformed from a kitchen-table idea with Mark Rober into a multimillion-dollar creator brand redefining STEM education. From high-tech toy kits to school curriculums and viral collaborations, Jim shares the blueprint behind building a purpose-driven creator business that’s both wildly fun and deeply educational.
Topics Discussed:
- How CrunchLabs launched and scaled with Mark Rober
- Building and testing subscription products like BuildBox and HackPack
- Using content and physical products to spark interest in STEM
- Collaborations with Dude Perfect, chess.com, and more
- The future of CrunchLabs in the classroom
What You’ll Learn:
- The behind-the-scenes story of a top creator brand's launch and growth
- How to pair content with products to create powerful engagement
- What it takes to keep kids (and adults) excited about STEM
- How creators can expand into education without losing their brand magic
- Practical advice on testing, partnerships, and authentic storytelling
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!