Live from Cannes Lions, Like & Subscribe editor Natalie Jarvey interviews creator Josh Richards and CrossCheck Studios CEO Chris Sawtelle about building a Gen Z media empire on the back of TikTok stardom. “I don’t mean to be dramatic here, but broadcast television is dead,” Sawtelle, a former ICM agent, said to a packed crowd at ADWEEK House at Le Majestic Hotel. These days, reaching young audiences means partnering with creators like Richards, who talked about how he helped Amazon drum up excitement for Thursday Night Football and is developing series aimed at Gen Z. Other highlights: Richards’ plan for outlasting his 15 minutes of social media fame ("You'll get lightning in a bottle, but you don't know how long you're gonna be able to hold that there"), how he's building his own IP and the investment advice Ashton Kutcher gave him.

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