CreatorIQ

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In Ep. 82 of Earned, Conor sits down with author, professor, Emmy-nominated TV producer, and media industry expert David Craig. As a clinical professor at USC’s Annenberg School for Communication and Journalism, David’s research focuses on “Social Media Entertainment” and the rise of “Creator Culture.” To start the show, we ask David about the looming threat of a TikTok ban in the U.S., and he shares his views on how the U.S. government can and should regulate social media platforms responsibly. Next, we dive deeper into David’s area of expertise—Creator Culture—and he unpacks the driving forces behind the industry’s recent evolution. We explore the growing number of business models creators can use to earn revenue, as well as the growing number of job opportunities within the social media and creator landscape, leading to a thought-provoking discussion around how Creator Culture will shape the future of labor. Conor and David then share their own experiences and learnings from testing their power as creators on social platforms. To close the show, David gives us a look inside his research and writing process, and reveals what book he’s working on next! In this episode, you will learn:<ol><li>What "Creator Culture" is, and how it has evolved over the last decade</li><li>How governments can manage social media platforms responsibly</li><li>Takeaways from Conor's and David's experiences testing their own power as creators</li></ol> Resources:<ul><li><a href="https://www.amazon.com/Creator-Culture-Introduction-Global-Entertainment/dp/1479879304" rel="noopener noreferrer" target="_blank">Creator Culture</a></li><li><a href="https://www.amazon.com/Social-Media-Entertainment-Intersection-Postmillennial/dp/1479890286" rel="noopener noreferrer" target="_blank">Social Media Entertainment: The New Intersection of Hollywood and Silicon Valley</a></li><li><a href="https://www.amazon.com/Wanghong-Entertainment-Palgrave-Studies-Globalization/dp/3030653757" rel="noopener noreferrer" target="_blank">Wanghong as Social Media Entertainment in China</a></li></ul> Connect with the Guest(s):<ul><li><a href="https://www.linkedin.com/in/davidcraigmedianation/" rel="noopener noreferrer" target="_blank">David Craig’s LinkedIn</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

David Craig

Clinical Professor of Media Studies at USC Annenberg School for Communication and Journalism

In Ep. 82 of Earned, Conor Begley sits down with David Craig, author and clinical professor at USC’s Annenberg School for Communication and Journalism, whose research and publications focus on “Social Media Entertainment” and the rise of “Creator Culture.” 


82 - David Craig, USC Annenberg School for Communication and Journalism

USC Annenberg Professor and Media Industry Expert David Craig on the Rise and Impact of “Creator Culture”

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Welcome to Earned, an influencer marketing podcast by CreatorIQ. In this series, Conor Begley, Chief Strategy Officer at CreatorIQ, sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful brands in creator-led marketing. In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies, and of course, we talk about influencers, sharing best practices for maximizing the power of the Creator Economy and cultivating impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!