Next in Media & Vueplanner
Next in Creator Media
hosted by mike shields
All about the podcast
“Next in Creator Media” was created by Mike Shields, a leading expert in our industry. Mike’s extensive knowledge and experience bring a wealth of insights into the powerful platform that is YouTube. Each episode will feature engaging discussions with leading figures in the creator media space, offering valuable insights into key aspects of YouTube, from content creation and monetization to audience engagement and the platform’s ongoing evolution.
George Karalexis, Co-founder & CEO at TEN2 Media
Donna Budica, COO at TEN2 Media
Next in Media spoke with George Karalexis, Co-Founder & CEO of TEN2 Media and his partner and COO Donna Budica, about the company’s focus on helping artists think – and make money – like digital creators.
Josh Stanley, Founder of Coaxial Collective
Myra Dallas, Founder of Coaxial Collective
Joel Ponce, Founder & CEO of Hushku
Adam Van Der Grift, YouTube Creator Haxman
As part of an ongoing series focused on the YouTube Ecosystem (sponsored by VuePlanner) Next in Media spoke with Josh Stanley and Myra Dallas, founders of the startup Coaxial Collective and Adam Van Der Grift, better known on YouTube as the home improvement guru Haxman. The group talked about the need in the YouTube ad market for specialty firms focused on genres like home improvement, and how mid level creators can execute brand deals without alienating their users.
Scott Fisher – Founder of Select Management Group
Next in Media spoke with Scott Fisher, founder of Select Management Group and creator economy veteran, about whether top creators still want to seek out big streaming deals, given the success they can have on YouTube, and what happens next if TikTok Shop goes away.
Lucia Moses – Media Correspondent for Business Insider
Next in Creator Media talked with Business Insider media correspondent Lucia Moses about why Netflix is suddenly paying more attention to creators and YouTube, and what this might mean for the future of talent deals and distribution. Moses also weighed in on Amazon’s Beast Games, Netflix’s ad business and the state of Hollywood.
Paul Greenberg – CEO of Butter Works
Next in Creator Media spoke with Paul Greenberg, CEO of Butterworks, on how his company uses AI to help brands make more successful social video content, and why so far, the technology has been a net positive. Still, Greenberg talked about the dangers of the proliferation of AI slop and why it’s going to become challenging for consumers and brands to sort through what’s real, what’s not, and what kind of attention is most valuable.
Cristina Lawrence – EVP of Consumer & Content Experience at Razorfish
Next in Creator Media spoke with Cristina Lawrence, EVP of Consumer & Content Experience at Razorfish about the march toward more TV-like seasons for many top creators, and whether this is making it easier to move ad dollars over from TV. Lawrence also talked about TikTok’s future, who might grab the social commerce mantle, and whether Joe Rogan is a podcaster or a YouTuber.
Erica Ortega – Director of Product Marketing at Tubular Labs
Next in Creator Media spoke with Erica Ortega, Director of Product Marketing at Tubular Labs about whether users bailed on TikTok during the very short ban, which platforms might win if TikTok disappears, and why not every short form platform is the same.
Sol Betesh – Co-Founder and CEO, Fallen Media
Next in Creator Media spoke with Sol Betesh Co-Founder & CEO at Fallen Media, the company behind viral hits like Street Hearts and What’s Popping, on why he’s bullish on predictable, original series on short form platforms.
Reza Izad – Co-Founder and Partner, Underscore Talent
Next in Creator Media spoke with Reza Izad, co-founder and partner, Underscore Talent about whether Hollywood or Madison Avenue were further ahead when it comes to adapting to a more creator-centric media verse. Izad talked about why some categories, like beauty and fashion, are far ahead more mass categories such as packaged goods, and why Pinterest is a creator dark horse in 2025.
Joe Doran – Chief Product Officer at Epsilon
Next in Media spoke with Joe Doran Chief Product Officer at Epsilon, about whether we’re likely to see a slew of walled garden anti-trust battles, why brands need to prepare for a world with less data regardless of what happens with cookies, and whether AI is taking over media buying.
Aditi Rajvanshi – Head of Strategy at Portal A
Next in Creator Media spoke with Aditi Rajvanshi, Head of Strategy – Portal A, about what mistakes brands continue to make when working with creators, why YouTube is quietly pushing for content that scores well on ‘viewer satisfaction’ and the idea that some brands may want to move away from contributing to ‘brain rot.’
Doug Shapiro – Author of The Mediator
Next in Creator Media spoke with analyst Doug Shapiro, author of The Mediator, about how fundamentally the growth of creators is shifting consumption habits and media economics, and what Hollywood and Madison Avenue should do about it.
Ashley Rudder – Chief Creator Officer – DNY
Next in Creator Media spoke with Ashley Rudder, Chief Creator Officer, DNY, about how brands need to not just let go of their creative control when working with creators on YouTube and TikTok, but may need to bring this talent in much earlier in the development process to best take advantage of their cultural connections.
Ian Schafer – Co-Founder and President – Ensemble
Next in Creator Media spoke with Ian Schafer, co-founder and president of Ensemble, on how he’s trying to help brands connect with the top 1% of creators, while helping those folks build out full fledged media businesses.
Laurie Buckle – CEO and Founder – CookIt Media
Next in Creator Media spoke with Laurie Buckle CEO and Founder, CookIt Media, about her journey from print’s golden age to trying to wrangle the YouTube ecosystem. Buckle also talked about what brands get right and wrong about this space, and why food is so perfect for other revenue streams.
Gaz Alushi – President, Measurement and Analytics – Whalar
Next in Creator Media spoke with Gaz Alushi, President, Measurement and Analytics at Whalar about whether brands are spending enough with creators, and the challenge they face in how to measure these kinds of ad deals alongside all the rest of their more traditional media activations.
