In this episode of The Media Machine, Johanna Salazar and Julie Kellman-Reading sit down with partnerships leader and investor Max Rivera to explore what it takes to scale global media platforms, evaluate early-stage startups, and navigate the rapidly evolving world of artificial intelligence.

Max shares lessons from nearly a decade at Snap, where he helped build international partnerships that contributed more than 15% of the company's total revenue. Now working in partnerships at Microsoft AI while actively investing in early-stage startups, Max offers a rare perspective at the intersection of big tech, venture capital, and emerging media technologies.

From product-market fit to AI ethics, this conversation dives into the real mechanics behind building scalable companies and why the future of media will belong to those who can balance big vision with practical execution.

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ABOUT THE GUEST

Max Rivera is a strategic partnerships and go-to-market leader focused on scaling revenue ecosystems for major tech and media platforms. He previously spent nearly a decade at Snap Inc., where he led global agency partnerships and helped expand the company's international business from its pre-IPO stage to over $5 billion in annual revenue.

Today, Max works in partnerships at Microsoft AI and is also an active early-stage investor backing AI and media startups. His expertise spans global partnerships, international expansion, product-market fit, and venture investing. He has also guest lectured at Columbia University and NYU Stern School of Business and is recognized among emerging leaders in technology partnerships and innovation.

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WHAT WE COVER IN THIS EPISODE

• How Max helped build Snap's international partnership program from scratch
• Why product-market fit must be local when expanding globally
• The balance between creativity and operational discipline when scaling companies
• Lessons from selling emerging technologies like AR and AI to businesses
• How Max transitioned from tech operator to early-stage investor
• What investors actually look for when founders pitch startups
• Why "traction" matters, and what it really means
• The future of AI in media, advertising, and technology platforms
• The challenges of regulating rapidly evolving technologies
• Why curiosity, risk-taking, and experimentation matter early in your career

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KEY TAKEAWAYS

• Product-market fit is not static, it's a continuous process of experimentation and adjustment across markets.
• Creative ideas only become scalable businesses when paired with operational systems and processes.
• The best founders combine a bold long-term vision with clear short-term execution plans.
• Technology companies succeed when they communicate the real value of their products rather than focusing on technical jargon.
• Venture investing often rewards founders with an "unfair advantage," whether through experience, network, or lived insight into the problem they are solving.
• AI and new technologies will reshape the workforce, but more through job evolution and displacement than total disruption.

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STANDOUT QUOTES

"Founders that have big visions and can paint this really rosy picture, coupled with very specific short-term action plans, the best ones have a really good combination of both."

"The only way you build a scalable business is through operational efficiency. Creativity is important, but operations are what allow you to scale."

"You're making a mistake if you focus on the underlying technology instead of the real value your product creates for customers."

"You can't just have an idea anymore. There's no excuse not to have a prototype or something people can actually use."

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ABOUT THE HOSTS

Johanna Salazar is a media systems builder with more than two decades of experience operating across television, streaming, sports, and digital platforms. She brings an operator's lens to the industry, breaking down how media systems function and how decisions and incentives shape outcomes.

Julie Kellman Reading is a creative executive, executive producer, and founder with experience spanning linear television, digital content, and independent ventures. She brings a people-first perspective and deep creative insight into how media is built, scaled, and sustained.

Together, they guide conversations designed to help operators see what is coming next and act with calm confidence.

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CREDITS

• Created by: Johanna Salazar
• Hosts: Johanna Salazar and Julie Kellman Reading
• Executive Producers: Johanna Salazar and Julie Kellman Reading
• Edited by: Love + Daydreams, Canvas Films Colombia

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WEBSITE LINK

the-mediamachine.com

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SOCIALS LINKS

• Instagram: @themediamachinepodcast
• TikTok: @themediamachinepodcast
• Facebook: @themediamachinepodcast
• X/Twitter: @themediamachinepod
• YouTube: @TheMediaMachinePod

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PODCAST LINKS

• Apple Podcasts - https://podcasts.apple.com/us/podcast/the-media-machine/id1805996037
• Spotify - ​​https://open.spotify.com/show/66NrkMVorc47Ov6qDsvfwn
• Amazon Music - https://music.amazon.com/podcasts/d9671a97-b026-45a5-8cf0-1e389f052b9e/the-media-machine

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HOST SOCIALS

Johanna Salazar

• Instagram: https://www.instagram.com/_johannasalazar/
• LinkedIn: https://www.linkedin.com/in/johannasalazar/
• Website: the-mediamachine.com

Julie Kellman Reading

• Instagram: https://www.instagram.com/loveanddaydreams/
• LinkedIn: https://www.linkedin.com/in/juliekellmanreading/
• Website: https://www.loveanddaydreams.com

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ABOUT THE PODCAST

THE MEDIA MACHINE is a strategy podcast that breaks down how media really works. Each episode goes inside the systems, deals, and decisions shaping the future of media, tech, and content. The goal is not to react faster, but to see more clearly, understand long-term shifts, and make smarter short-term decisions. This show is for operators, builders, and decision-makers who want signal over noise, clarity over hype, and confidence over urgency.