He built a $100M creator platform—and sold it twice. Here’s what actually happens after the deal closes.

Daniel Rosenberg, cofounder of Represent.com, shares how he helped creators and celebrities sell products without upfront cost using on-demand production. This removed the biggest barrier for creators: launching a business without upfront cost or inventory risk.

In this episode, he explains how Represent grew by working with top talent, why they focused on fewer, higher-value creators, and the risks that came with scaling fast. He also breaks down what really happens when you sell a company—from long deal processes to post-acquisition challenges.

Daniel also shares how the creator economy is changing. Today, creators don’t just want sponsorships—they want ownership and equity.

What you’ll learn in this episode:If you’re building a startup or thinking about exits, this episode gives you real, practical insights.

• How creators sell products without upfront cost

• Why choosing the right market matters

• The risks of scaling through big deals

• What actually happens during an acquisition

• Why many deals fall apart

• How the creator economy is shifting toward ownership

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Here's what you're in for:

00:00 Meet Daniel Rosenberg 

00:49 Represent Origin Story

03:07 Landing Big Talent

05:26 Growth Engine Explained

07:49 Mayweather Cash Drop

10:06 Licensing With Major IP

11:01 Affiliate Versus Celebrity Focus

15:05 Custom Ink Acquisition

18:18 Deal Terms And Earnout

19:59 Diligence Distraction Lessons

21:40 Post Merger Integration

25:10 Selling To Cameo

29:37 Cameo Integration Reality Check

33:33 Why Dan Stepped Away

35:51 Ownership Shift In Creator Economy

38:20 Partnering With Creators

40:57 Risks And Who Should Worry

43:12 Resources And Closing

ABOUT DANIEL ROSENBERG 

Daniel “Dan” Rosenberg is a founder and entrepreneur best known for building Represent.com, a platform that helped creators and celebrities sell merchandise without upfront cost.

He scaled the company to a $100M+ exit, selling it to Custom Ink, and later helped lead another sale to Cameo.

Today, he focuses on the creator economy through Material Group, where he works with creators to build businesses where they have ownership—not just sponsorship deals.

You can reach out to Daniel through:

LinkedIn: https://www.linkedin.com/in/danielrosenberg1/ 

Website: https://www.materialgroup.co/ 

ABOUT JASON KIRBY

Jason Kirby is the co-founder of Thunder, a tech-enabled investment bank helping founders reach their ideal target outcomes through capital strategy and M&A. 

He is a serial entrepreneur with four exits and decades of experience in fundraising, M&A, and business building. In his career, he has coached hundreds of entrepreneurs on fundraising, investing, capital strategy, M&A, and business development. He’s transacted over $135M, and his firm Thunder has transacted over $200M+

You can reach out to Jason through:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/jasonrkirby/

ABOUT $100M EXITS

My goal is simple: to equip founders with the knowledge, inspiration, and guidance to navigate the labyrinthine world of capital strategy to take your company where you ultimately want it, by interviewing founders and investors who have already done it. 

For most, it’s a dream to sell for $100M+, but for others, it’s too much cash flow or IPO. Founders doing over $5M in revenue will benefit the most from this podcast. 

Be sure to subscribe and let me know who you want me to interview next.