I had a great time talking to Antwan Richardson of New Stuff TV on his perspective of working with brands over the last eight years in tech YouTube.
You can watch or listen to the full conversation here:
Summary
In this episode, Lawrence interviews Antwan Richardson, the host of New Stuff TV, about his experience working with brands as a content creator. They discuss the evolution of brand collaborations over the years and how the relationship between creators and brands has changed. Antwan shares his perspective on the challenges of working with brands that want to control the content and how it affects the workflow. They also provide tips for brands to maintain a healthy relationship with content creators, including clear and concise briefs and building trust. Antwan shares his best and worst brand collaborations and emphasizes the importance of feeling appreciated as a creator.
Takeaways
The relationship between content creators and brands has evolved over the years, with brands becoming more involved and sometimes controlling the content.
Clear and concise briefs are essential for a smooth workflow and maintaining the creator's style.
Building trust and being flexible are key to maintaining a healthy relationship with content creators.
Late payments, excessive feedback, and underappreciation can frustrate content creators and damage the relationship.
Content creators appreciate brands that value their work and provide additional benefits beyond monetary compensation.
Chapters
00:00 Introduction and Background
01:23 Evolution of Working with Brands
03:23 Impact on Relationship and Workflow
05:31 Maintaining the Creator's Style
08:53 Tips for Brands to Maintain a Healthy Relationship
13:37 Best Brand Collaborations
16:18 Worst Brand Practices
19:19 Feeling Underappreciated
22:52 Cementing the Relationship
23:48 Conclusion
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