Scott is the founder of Influencer Capital and CELEB. He is a thought leader on the creator economy and celebrity business space. Influencer Capital is an organization that structures equity deals between startups and creators/celebrities.
Guest Author: Scott Van den Berg
YouTuber Airrack is a great example of a creator who is leveraging his creativity (which made him popular in the first place) to scale his own brand.
Last year, Airrack (Eric Decker) founded a company called Pizzafy. Pizzafy is a sauce that basically turns anything into a pizza.
You can apply it to french fries, veggies, burgers, tacos, sandwiches, you name it. Literally, anything will taste like a pizza after applying Pizzafy to it.
To announce the launch of Pizzafy, Airrack created a video making the world’s largest pizza. And he succeeded! The video resulted in two Guinness World Records as well as over 21 million views.
To end 2023, he created a new video in which he challenged himself to visit the most pizza restaurants in 24.
Airrack smashed the 69-shop record by buying at least one slice at 102 pizza restaurants, which resulted in another Guinness World Record.
Airrack is not the only creator promoting his own product like this. Mr.Beast did it as well with Feastables, giving away a chocolate factory to one of his subscribers.
Many creators have built an audience and are now leveraging that to build a company on top of it.
With access to viral channels and direct connections to millions of fans, creators can drive near-instant traction to their brands by simply posting on their social media platforms—something traditional brands have to pay millions of dollars for.
And creating content is something they were already doing far before they started the company in the first place
But the great thing is that creators like Airrack and Mr.Beast are able to promote their companies to their audience for 10+ minutes in a unique way. The pizza videos were basically one big commercial without the viewer knowing about it.
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