In this episode, we sit down with Chris J Smith, the "Ari Gold of Creators," for a deep dive into creator partnerships, YouTube strategy, and the new landscape of brand integrations. With over 1,000 deals closed in just three years, Chris shares his unique perspective on how brands and creators can build mutually beneficial relationships that deliver real value. Discover how the industry has shifted from valuing followers to emphasising formats and series, and why YouTube offers unparalleled audience connection compared to short-form platforms.🎯 On the Docket:00:00:00 - Introduction and Chris's background in partnerships00:03:36 - The psychology behind audience relationships: YouTube vs. TikTok00:10:24 - Why brands undervalue viewership metrics and the shift from followers00:17:27 - Format-driven content: Why series work for both brands and creators00:26:40 - The ABC method for sustainable content development00:32:00 - Building YouTube channels for brands as entertainment hubs00:39:20 - Productizing partnerships: Selling creative concepts vs. traditional ad spots00:47:04 - The business case for brand-owned YouTube entertainment00:55:04 - Emerging advertising models like "brand logo wrapping"01:03:20 - How to educate brands on the value of creator partnerships01:15:52 - Lightning round: Career lessons and dream partnerships⚡ Key Points:The creator economy has evolved from valuing followers to emphasising viewership and formatsYouTube creates deeper audience connections than short-form platforms through consistent viewing habitsInnovative approaches like "selling creative with a channel" transform how brands approach partnershipsFormat-driven content strategies help both creators and brands build sustainable content pipelinesBrands can develop their own entertainment hubs on YouTube as long-term investmentsEmerging advertising models like "brand logo wrapping" maintain viewer retention while delivering sponsor valuePersistence and adding value are crucial for breaking into and succeeding in the creator economy💬 Notable Quotes:"I used to be an ideas person. I've now gone to thinking it's about execution. You can have all the ideas in the world, but if you don't execute, you have no idea if it works or doesn't.""The market never lies, and the market's always changing and learning in any industry.""I'm not going to work with the creator. I'm going to work with the creator's video about X topic, and this is how we can integrate the brand.""A no doesn't mean never. And also at the same time, expectations. I did that process with a few other people, but I didn't expect Eddie to come back to me.""This is a serious, serious job. I think you can tell on some creators, the ones we have are great because they're like, 'I want to get better.'"🔗 Where to find Chris:⁠The Gold Studio

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