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
How Katie Feeney Became ESPN’s First Sports & Lifestyle Creator
What happens when a 23-year-old creator lands a groundbreaking role at ESPN? Katie Feeney is living the dream — and changing the game. In this episode of The Business of Creators, Ian Shepherd talks with Katie about her rise from Musically to becoming ESPN’s first-ever Sports & Lifestyle Creator.
Katie reveals how she creates real-time content at live sports events, builds engaged cross-platform audiences, and bridges the gap between Gen Z and traditional sports media. Whether you're a creator, marketer, or sports fan, this conversation is packed with insights on what it takes to thrive in today’s creator economy.
Topics Discussed:
- Katie’s path from social media intern to ESPN creator
- How to stand out in the saturated world of sports content
- The behind-the-scenes reality of producing content at major events
- Building influence across TikTok, Snapchat, YouTube, and Instagram
- Balancing authenticity with professional production support
Key Takeaways — What You’ll Learn:
- How to break into legacy media as a digital-first creator
- Why early adoption of new platform features can lead to explosive growth
- The real metrics that matter (and how to boost them)
- How to handle content chaos at live events with a repeatable system
- Why being platform-diverse protects your brand and increases reach
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!