Harley Finkelstein
Appearances
Young and Profiting (YAP) with Hala Taha
YAPCreator: Turn Your Followers Into Superfans With Trust and Authenticity | Presented by OpusClip | E322
So actually, I think this idea of the creator economy, it's just the economy, except that there's this really cool advantage, which is that you have a built-in audience for your products. And maybe third of all, just sort of on the larger companies, a lot of companies either never sold direct to consumer. If you think about the CPGs, for example, Heinz Ketchup has a store on Shopify.
Young and Profiting (YAP) with Hala Taha
YAPCreator: Turn Your Followers Into Superfans With Trust and Authenticity | Presented by OpusClip | E322
Heinz Ketchup never sold direct to consumer. Heinz would sell through a grocery store. But there's some people that really care about, like, they're obsessed with ketchup. They love ketchup. And they want to buy direct from Heinz called Heinz at Home. And for the first time ever, those big brands are actually having direct relationship, whether it's through social media.
Young and Profiting (YAP) with Hala Taha
YAPCreator: Turn Your Followers Into Superfans With Trust and Authenticity | Presented by OpusClip | E322
I remember years ago, the Wendy's account was like, had a real personality. And a lot of these social media accounts of big brands actually have personalities to the extent that their fans, their consumers want to interact with them. And so you have a couple of things happening with the big companies. One is the big companies are beginning to act a lot more entrepreneurial.
Young and Profiting (YAP) with Hala Taha
YAPCreator: Turn Your Followers Into Superfans With Trust and Authenticity | Presented by OpusClip | E322
They want to have a direct relationship with the consumer. But also, they're experimenting. They're trying new things. A couple years ago, one of the cool things I thought that Oreo did, which is owned by Mondelez, is you can put, as a Christmas gift or holiday gift, you can put, you can personalize Oreos. So there's someone in your life that loves Oreos.
Young and Profiting (YAP) with Hala Taha
YAPCreator: Turn Your Followers Into Superfans With Trust and Authenticity | Presented by OpusClip | E322
You can make a, you know, Harley's, Harley's, you know, um, Harley's Oreos, happy holiday, something like that. That is really interesting. So when you come, so each of those things on their own are kind of interesting. When you combine those things, you see big companies acting very entrepreneurial.
Young and Profiting (YAP) with Hala Taha
YAPCreator: Turn Your Followers Into Superfans With Trust and Authenticity | Presented by OpusClip | E322
You think you see creators, uh, just, just on the creator side, think about these artists, like these musicians, people like, um, you know, drew house with, with Justin Bieber's brand that he built, or OVO, what Drake has built. You see these traditional, you know, what would be a traditional musician completely expand their scope of what they're actually building and selling and creating.
Young and Profiting (YAP) with Hala Taha
YAPCreator: Turn Your Followers Into Superfans With Trust and Authenticity | Presented by OpusClip | E322
When I used to go to a concert when I was a kid, I would go to the merch table. It was usually some sort of like shitty screen print on some basic t-shirts, like Fruit of the Loom t-shirt. And it said like, I don't know, the Rolling Stones on the back was a bunch of tour dates.
Young and Profiting (YAP) with Hala Taha
YAPCreator: Turn Your Followers Into Superfans With Trust and Authenticity | Presented by OpusClip | E322
Well, now you go to these concerts and you go to like a Drake concert and they're selling like Canada Goose OVO collab jackets. Or you go to, you know, a Pharrell concert and you see some of the crazy stuff he's selling that like, you know, he's selling like cosmetics at the concert that he's created himself. So big companies are actually entrepreneurial.
Young and Profiting (YAP) with Hala Taha
YAPCreator: Turn Your Followers Into Superfans With Trust and Authenticity | Presented by OpusClip | E322
Artists are now actually expanding from just being, artistic creators around music and art and film to actually creating product. And you can even look at the actors and actresses that have done. And then of course you have just more people generally becoming entrepreneurs and more people saying, I make amazing chicken soup and now I'm going to sell that chicken soup to the world.
Young and Profiting (YAP) with Hala Taha
YAPCreator: Turn Your Followers Into Superfans With Trust and Authenticity | Presented by OpusClip | E322
And I think when you combine all those things, you see people that traditionally had not entered entrepreneurship doing so. And they're scaling at a pace that just has never been seen before. And that's why that's a long answer to a very short question. But that's why I think there's an entrepreneurial renaissance happening.