Artificial intelligence is transforming everything, from the way we work to the way we create media. But one question is becoming impossible to ignore:

Who is responsible for making sure AI is safe, fair, and ethical?

In this episode of The Media Machine, host Johanna Salazar sits down with Soribel Feliz, founder and CEO of Responsible AI = Inclusive AI and former Meta program manager, to explore the human side of artificial intelligence.

While AI promises massive productivity gains and new creative possibilities, it is also raising serious questions about the future of work, economic inequality, and the systems being built behind the scenes.

Soribel shares insights from inside the tech industry on:

• How AI is reshaping the global labor market • Why many experienced professionals are struggling to transition in the AI era • The hidden workforce responsible for moderating and training AI systems • Why diversity in AI development is critical to preventing biased technology • The growing role of governments and companies in AI regulation • How generative AI could reshape media, storytelling, and content creation

This conversation also explores a critical concept rarely discussed in public conversations about AI: the "integrity workers" behind the technology, the people responsible for monitoring, auditing, and correcting AI systems.

As artificial intelligence continues to scale globally, Soribel argues that ethics cannot be an afterthought. It must be built into the system from the beginning.

If you work in media, technology, or the creative industries, this episode will challenge the way you think about AI and the responsibility we all share in shaping its future.

Note: This conversation was recorded in 2023, published in 2025 during Season 1 of TMM, but the issues discussed have only become more urgent as AI adoption accelerates across industries.

Hollywood says it's harder than ever to get a project made. Studios are tightening budgets, streamers are slowing development, and creators across the industry are facing increasing friction in getting projects financed.

In this episode of The Media Machine, Johanna Salazar and Julie Kellman Reading sit down with Academy Award–winning producer Michael Sugar, founder and CEO of Sugar23, to explore how the business of storytelling is evolving.

Best known for producing the Oscar-winning film Spotlight, Michael has spent the last several years building Sugar23 into a hybrid media company operating across management, production, brand partnerships, and venture investment.

The conversation explores how brands, creators, and studios can work together to finance premium entertainment in a rapidly changing media ecosystem.

Drawing on his experience producing award-winning films and television series, Michael shares how Sugar23 is building a new marketplace connecting Hollywood creators with global brands to help get projects made.

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WHY THIS EPISODE MATTERS

The traditional model for financing film and television is under pressure.

Budgets are tightening, buyers are more risk-averse, and creators face increasing barriers to getting projects developed and produced.

At the same time, brands are spending billions on marketing while struggling to capture audience attention in an increasingly fragmented media environment.

This episode explores how those two worlds are beginning to reconnect.

Michael Sugar shares how Sugar23 is building a model that brings brands, creators, and studios together earlier in the development process, helping unlock new pathways to finance and distribute premium storytelling.

For producers, marketers, and media leaders, this conversation offers insight into how the economics of storytelling may evolve over the next decade.

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ABOUT THE GUEST

Michael Sugar is an Academy Award–winning producer and founder and CEO of Sugar23, a hybrid management, production, and investment company operating across film, television, and brand partnerships.

He produced the Best Picture–winning film Spotlight and has served as executive producer on series including:

• The Knick • The OA • Maniac • 13 Reasons Why

He also produced the political drama The Report.

Prior to founding Sugar23 in 2017, Sugar was a partner at Anonymous Content, where he helped develop and produce a wide range of film and television projects.

Through Sugar23, he is building a media ecosystem that connects talent, creators, brands, and distributors to help finance and produce premium entertainment.

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GUEST SOCIAL PAGES

https://www.linkedin.com/in/michael-sugar https://www.sugar23.com

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WHAT WE COVER IN THIS EPISODE

• Why Hollywood has become significantly harder for producers trying to finance new projects • How Sugar23 is connecting brands and creators to unlock new financing models • The process Sugar23 uses to match brand strategy with premium entertainment projects • Why brand partnerships must focus on storytelling rather than product placement • How early brand involvement can help reduce financial risk in development • The difference between projects that are "brand ready" versus "Hollywood ready" • What the success of Spotlight revealed about the cultural power of storytelling • How media fragmentation is forcing studios, brands, and creators to rethink traditional models • Why the audience, not studios or platforms, ultimately controls culture

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KEY TAKEAWAYS

• Hollywood's financing model is under pressure
• Studios and streamers are becoming more selective, creating friction for producers trying to get new projects developed and financed.
• Brands represent an untapped funding partner for storytelling
• Brands are increasingly exploring long-form entertainment as a way to build audience loyalty and cultural relevance.
• Brand partnerships work best when integrated early
• Bringing brands into the development process early allows creative teams to shape projects that align with brand values without compromising storytelling.
• Great projects must still succeed without a brand
• Sugar23 only pursues projects that could succeed in Hollywood on their own before introducing brand partnerships.
• Consumers ultimately drive culture
• While platforms and studios shape distribution, Michael argues that audiences, not companies, ultimately determine what stories succeed.

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STANDOUT QUOTES

"Hollywood is under a lot of pressure, and there's a lot of friction around getting things made."

"The core premise we bet the company on was: what if we could rewrite the relationship between brands and Hollywood?"

"If audiences love the story and they know a brand helped bring it to life, that creates brand loyalty."

"If it's not good enough that we could sell it in Hollywood, we don't bring it to a brand."

"Consumers control culture."

****

SUBSCRIBE & FOLLOW

If someone sent you this episode, it's because they care about your future in media.

Follow The Media Machine for weekly conversations breaking down the systems, deals, and decisions shaping the future of media.

****

CREDITS

Created by: Johanna Salazar Hosts: Johanna Salazar and Julie Kellman Reading Executive Producers: Johanna Salazar and Julie Kellman Reading Edited by: Love + Daydreams

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WEBSITE LINK

the-mediamachine.com

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SOCIAL 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

**** 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

**** ABOUT THE HOSTS

Johanna Salazar

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 incentives and decisions shape outcomes.

Julie Kellman Reading

Julie Kellman Reading is a creative executive, executive producer, and founder with experience spanning television, digital media, and independent ventures.

She brings a people-first perspective and deep creative insight into how media is built, scaled, and sustained.

****

ABOUT THE PODCAST

THE MEDIA MACHINE is a strategy podcast that breaks down how media really works. Created by Johanna Salazar, the show explores the systems, deals, and decisions shaping the future of media, tech, and content.

Each episode examines the industry through four core pillars:

Process: the strategies, tools, and systems shaping media production and distribution. Profits: the business models, investments, and revenue engines driving the industry. People: the creators, executives, and operators redefining the landscape. Planet: the broader cultural and societal impact of media.

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.

Hollywood says it's harder than ever to get a project made, so how is Michael Sugar still getting them financed?

In this upcoming episode of The Media Machine, we sit down with Academy Award–winning producer Michael Sugar, founder and CEO of Sugar23, to unpack how the business of storytelling is evolving.

Many know Michael for producing the Oscar-winning film Spotlight. But today, his company Sugar23 is exploring new ways to connect brands, creators, and entertainment in a rapidly changing media landscape.

In this conversation, we dive into:

• How brand partnerships are reshaping content financing • Why the traditional Hollywood model is under pressure • What makes a project "brand-ready" without turning it into an ad • And what the future of storytelling might look like over the next decade

If you're a creator, producer, marketer, or media leader trying to understand where the industry is headed — this episode is for you.

🎧 Full episode coming soon.

Artificial intelligence, platform shifts, and industry consolidation are reshaping the media landscape faster than ever before.

In this episode of The Media Machine, Johanna Salazar and Julie Kellman Reading sit down with producer, creator, and media executive Marta Ravin to explore how storytelling, creative instincts, and leadership continue to drive success across television and digital platforms.

Drawing on decades of experience spanning MTV's cultural phenomenon TRL, hit reality television like Long Island Medium, and digital successes like Get Out of My Room, Marta shares lessons from a career built on spotting talent, trusting creative intuition, and navigating multiple industry transformations.

The conversation examines how producers identify hits, how the business of selling shows has changed, and what emerging technologies like AI mean for the future of creative work.

Together, they explore why human instincts, storytelling ability, and leadership remain essential in an industry increasingly shaped by automation and technological disruption.

ABOUT THE GUEST

Marta Ravin is a television producer, creator, and media executive with extensive experience across live television, reality programming, and digital content.

Over the course of her career, Marta has worked on some of the most culturally influential shows in television while helping launch new formats across multiple platforms.

Her work has included:

• Producing during the cultural peak of MTV's Total Request Live (TRL) • Co-creating the hit TLC series Long Island Medium • Creating and producing the popular children's makeover series Get Out of My Room • Developing and producing content across networks, cable, and digital platforms

Marta is known for her instinctive ability to identify compelling characters and concepts, as well as her leadership in guiding talent, teams, and creative ideas from concept to production.

Today, she continues to work across media development and production while advising creative teams navigating a rapidly evolving industry.

GUEST SOCIAL PAGES

https://www.instagram.com/martaravin/

https://www.linkedin.com/in/martaravin/

WHAT WE COVER IN THIS EPISODE

• What producing during the peak of TRL taught Marta about talent and leadership • How she helped discover and launch the hit show Long Island Medium • The instinct producers use to recognize ideas that can become successful shows • Why the television development market has become significantly harder for new creators • How consolidation and platform changes are reshaping the entertainment industry • The real impact of AI on writers, editors, and production teams • Why creative instincts and human leadership remain essential in media

KEY TAKEAWAYS Creative instincts matter more than ever

Great producers rely on intuition and experience to identify stories, characters, and formats that resonate with audiences.

The development market has changed dramatically

Networks and platforms are increasingly risk-averse and tend to work with established showrunners and known IP.

Technology is transforming production workflows

AI tools can help with early brainstorming, editing, and administrative tasks, but they cannot replace creative leadership.

Human leadership remains essential on set

Producers must guide talent, manage teams, and create environments where people can perform at their best.

Success in media now requires both creativity and technical fluency

Future creators will need storytelling instincts alongside strong technical and AI literacy.

STANDOUT QUOTES

"Everyone has something that can't be replaced. That's the key."

"You can still be perceptive, listen in the room, and see what the people you work for actually need."

"AI can help brainstorm, but it can't replace the human side of producing."

"The future of media belongs to those who are nimble and scrappy."

CHAPTERS

00:00 – Introduction 02:00 – Producing during MTV's TRL era 05:00 – Marta's career in stand-up comedy 08:30 – Transitioning from comedy to television producing 11:00 – Creating and launching Long Island Medium 16:30 – Building digital success with Get Out of My Room 20:00 – Trusting your instincts in media development 23:00 – Why selling shows has become harder today 26:00 – AI and its impact on the entertainment industry 31:00 – Advice for young creatives entering media 35:00 – The future of creativity and media careers

ABOUT THE HOSTS Johanna Salazar

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

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.

SUBSCRIBE & FOLLOW

If someone sent you this episode, it's because they care about your future in media.

Follow The Media Machine for weekly conversations breaking down the systems, deals, and decisions shaping the industry.

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

Website the-mediamachine.com

SOCIAL LINKS

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

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

HOST SOCIALS Johanna Salazar

Instagram https://www.instagram.com/_johannasalazar/

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

Julie Kellman Reading

Instagram https://www.instagram.com/loveanddaydreams/

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

Website https://www.loveanddaydreams.com

ABOUT THE PODCAST

THE MEDIA MACHINE is a strategy podcast that breaks down how media really works.

Created by Johanna Salazar, the show explores the systems, deals, and decisions shaping the future of media, technology, and content.

Each episode examines the industry through four core pillars:

Process: The strategies, tools, and systems shaping media production and distribution.

Profits: The business models, investments, and revenue engines driving the industry.

People: The creators, executives, and operators redefining the landscape.

Planet: The broader cultural and societal impact of media.

The goal is not to react faster, but to see more clearly, understand long-term shifts, and make smarter short-term decisions.

What does it take to produce hit television in an industry that is constantly changing?

In this upcoming episode of The Media Machine, Emmy-nominated producer Marta Ravin joins hosts Johanna Salazar and Julie Kellman-Reading to talk about building a career across live television, reality programming, and digital media.

From producing during the MTV TRL era to helping develop the concept behind Long Island Medium, Marta shares lessons about storytelling instincts, identifying strong concepts, and adapting to new technologies shaping the industry today.

She also discusses how artificial intelligence is beginning to influence editing, writing, and production workflows, and why creative instinct still matters more than ever.

🎧 The full episode drops Thursday. Follow The Media Machine so you don't miss it.

The Media Machine explores the intersection of Process, Profits, People, and Planet, the four pillars shaping the future of media.

Artificial intelligence is reshaping media faster than any technology before it. In Part 2 of this conversation on The Media Machine, Johanna Salazar and Julie Kellman Reading continue their discussion with media executive, entrepreneur, and investor Dermot McCormack to explore what the AI revolution may break, rebuild, and redefine across media, work, and society. Drawing on decades of experience navigating major industry shifts; from the early internet and social media to streaming and live digital platforms, Dermot examines the opportunities, risks, and unintended consequences of AI, and why the real challenge ahead may not be the technology itself, but how humans choose to use it.

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About the Guest

Dermot McCormack is a transformational media executive, entrepreneur, and investor with more than two decades of experience at the intersection of content, technology, and culture.

Over the course of his career, Dermot has held leadership roles at some of the most influential media companies in the world. He helped guide MTV's digital transformation at Viacom, led AOL Video and Studios through its $4.4 billion sale to Verizon, and played a key role in scaling LiveOne into a major livestreaming and podcast platform.

Across these roles, Dermot has overseen more than 30 acquisitions, launched thousands of live shows and streams, and built partnerships with companies including Warner Music, YouTube, Tesla, TikTok, and Live Nation.

Today, he is the founder and CEO of Bravo Mondo, where he advises and invests in growth-stage media and technology companies navigating moments of transformation.

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Dermot's Social Pages

• Insta dermot100
• Twitter dermot 100
• LinkedIn dermot100

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What We Cover in This Episode

• How AI compares to previous technology waves like broadband, streaming, and social media
• Why AI adoption is accelerating faster than any previous technology shift
• The risks of irrational exuberance during AI's "gold rush" phase
• How AI-generated content could overwhelm the open internet
• The potential mental health consequences of reduced human connection
• Why work provides identity and purpose beyond financial income
• The role of human empathy in leadership and technological development
• Why live experiences, music, and art remain essential in a digital world
• How companies should approach AI adoption with clear values and leadership principles
• Why the next generation may reshape how technology and humanity coexist

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Key Takeaways

• AI adoption is happening faster than any previous technological shift, but rapid growth often creates bubbles and unintended consequences.
• Technology itself is not inherently good or bad. The real question is how humans choose to design, govern, and deploy it.
• Human connection remains essential. As digital technologies expand, maintaining relationships, community, and shared experiences becomes even more important.
• Work provides more than income. It also creates identity and purpose, meaning large-scale automation could have deep societal consequences.
• The companies that succeed in the AI era will be those that combine technological innovation with strong value systems and responsible leadership.

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Standout Quotes

"I believe in the power of people. I believe in the power of humanity."

"The biggest threat over the next decade may not be AI itself. It may be humans using it without thinking about the consequences."

"We're built for human connection. When you remove that, there are real consequences."

"Technology is never good or bad on its own. It's about how humans choose to use it."

"Let's be mindful that we're not creating a long-term disaster for a short-term gain."

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Chapters

• 00:00 – Introduction and returning to the conversation
• 01:30 – AI compared to previous technology waves
• 03:30 – The AI gold rush and irrational exuberance
• 06:30 – Human connection in a digital-first world
• 09:30 – Mental health and the impact of technology on society
• 12:30 – Work, identity, and the purpose people derive from careers
• 15:00 – AI-generated content and the future of the open internet
• 17:30 – Investing in technologies that protect digital ecosystems
• 20:00 – AI in advertising, media infrastructure, and data systems
• 23:00 – Guardrails and values in AI adoption
• 26:00 – Art, music, and creativity in the age of AI
• 29:00 – How leaders should approach AI inside organizations
• 32:00 – Why humanity still shapes the future of technology

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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.

****

Subscribe & Follow

If someone sent you this episode, it's because they care about your future in media.

Follow The Media Machine for weekly conversations breaking down the systems, deals, and decisions shaping the industry.

****

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

****

Website Link

the-mediamachine.com

****

Social Links

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

****

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

****

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

****

About the Podcast

THE MEDIA MACHINE is a strategy podcast that breaks down how media really works. Created by Johanna Salazar, the show explores the systems, deals, and decisions shaping the future of media, tech, and content.

Each episode examines the industry through four core pillars:

Process: the strategies, tools, and systems shaping media production and distribution. Profits: the business models, investments, and revenue engines driving the industry. People: the creators, executives, and operators redefining the landscape. Planet: the broader cultural and societal impact of media.

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.

In this episode of The Media Machine, Johanna Salazar and Julie Kellman Reading sit down with media executive, entrepreneur, and investor Dermot McCormack to explore the mindset required to build, lead, and survive through multiple waves of industry transformation.

Drawing from a career that spans MTV's digital transformation, AOL's video strategy, and the rise of streaming platforms, Dermot reflects on the experiences that shaped his leadership philosophy, including building and losing a startup early in his career and the lessons that came from having to lay off more than 100 employees.

The conversation explores how curiosity drives long-term success, why failure is often the best teacher in business, and where real power sits in today's media ecosystem between creators, platforms, capital, and technology.

From the realities of building sustainable creator businesses to the motivations that drive founders and executives, this episode offers a candid look at how media leaders think about risk, leadership, and long-term industry change.

Check out Part 2 of this conversation, next week on The media machine...

"What AI Will Break in Media: Dermot McCormack on Power, Platforms, and the Future of Content (Part 2)"

About the Guest

Dermot McCormack is a transformational media executive, entrepreneur, and investor with more than two decades of experience at the intersection of content, technology, and culture.

Over the course of his career, Dermot has held leadership roles at some of the most influential media companies in the world. He helped guide MTV's digital transformation at Viacom, led AOL Video and Studios through its $4.4 billion sale to Verizon, and played a key role in scaling LiveOne into a major livestreaming and podcast platform.

Across these roles, Dermot has overseen more than 30 acquisitions, launched thousands of live shows and streams, and built partnerships with companies including Warner Music, YouTube, Tesla, TikTok, and Live Nation.

Today, he is the founder and CEO of Bravo Mondo, where he advises and invests in growth-stage media and technology companies navigating moments of transformation.

Dermot's Social Pages

• Instagram: @dermot100
• X/Twitter: @dermot 100
• LinkedIn: @dermot100

What We Cover in This Episode

• Dermot's journey from Dublin to leading global media companies
• The origin of "Digital Dermot from Dublin" and his early inspiration from music
• The surreal moment of going from watching MTV in Ireland to working there
• Why curiosity has been the defining trait behind his career longevity
• Lessons from building and losing an early startup
• What failure teaches leaders that success never can
• Why founders must balance risk-taking with financial discipline
• Where real power sits in today's media ecosystem
• The uncomfortable truth behind the creator economy
• Why motivation is the engine that drives long-term success

Key Takeaways

• Curiosity is one of the most valuable traits for leaders navigating fast-changing industries like media and technology.
• Failure often teaches more than success. Leaders who openly analyze their failures gain deeper insights into decision-making and risk management.
• Building sustainable businesses requires balancing bold risk-taking with disciplined financial oversight.
• The creator economy has lowered barriers to entry, but building a lasting business remains as difficult as ever.
• Motivation is often the defining factor in long-term success, driving individuals to persist through uncertainty, failure, and changing industry conditions.

Standout Quotes

• "We celebrate victories, but we should actually celebrate failures. You learn a lot more from failure than success."
• "When you're thinking about how to get from A to B in your career, the first place to start is asking: what's my motivation?"
• "Journeys that start out easy often become much harder later."
• "Anybody can start now. The challenge is building something that actually lasts."
• "The people who succeed are the ones who keep going."

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.

Subscribe & Follow

If someone sent you this episode, it's because they care about your future in media.

Follow The Media Machine for weekly conversations breaking down the systems, deals, and decisions shaping the industry.

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

Website Link

the-mediamachine.com

Social Links

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

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

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

About the Podcast

THE MEDIA MACHINE is a strategy podcast that breaks down how media really works. Created by Johanna Salazar, the show explores the systems, deals, and decisions shaping the future of media, tech, and content.

Each episode examines the industry through four core pillars:

Process: the strategies, tools, and systems shaping media production and distribution. Profits: the business models, investments, and revenue engines driving the industry. People: the creators, executives, and operators redefining the landscape. Planet: the broader cultural and societal impact of media.

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.

In this episode of The Media Machine, Johanna Salazar and Julie Kellman Reading sit down with award-winning journalist and bestselling author Michael Grunwald to explore the hidden climate story behind our global food system.

Drawing on decades of environmental reporting and his new book We Are Eating the Earth, Michael explains why agriculture has become one of the largest drivers of climate change, biodiversity loss, deforestation, and water pollution.

The conversation examines the overlooked role of land use in climate conversations, the political and cultural sensitivities around food choices, and the difficult trade-offs required to feed a growing global population without destroying the planet.

From food waste and fertilizer pollution to alternative proteins, artificial intelligence, and emerging agricultural technologies, this episode explores the complex intersection of food, climate policy, innovation, and storytelling.

For media creators, policymakers, and food system leaders alike, this conversation offers a powerful reminder that the stories we tell about food shape the future of the planet.

About the Guest

Michael Grunwald is an award-winning journalist, author, and longtime environmental reporter whose work has shaped public understanding of climate policy, energy systems, and environmental change.

He has written for The New York Times, Politico, Time Magazine, The Washington Post, and The Boston Globe, where he built a reputation for translating complex environmental and political systems into compelling narratives.

Michael is the author of three books including The Swamp, The New New Deal, and his latest book We Are Eating the Earth: The Race to Fix Our Food System and Save Our Climate. His work focuses on the intersection of policy, agriculture, technology, and climate solutions.

Through his reporting and writing, Michael examines how political incentives, economic systems, and cultural narratives shape the decisions that determine our environmental future.

What We Cover in This Episode

• Michael's journey from climate and energy reporting into food systems
• The moment he realized agriculture was the missing climate story
• Why land use is one of the most overlooked drivers of climate change
• How agriculture now occupies roughly 40 percent of the planet's land
• The role of beef and livestock in global emissions and land use
• Why cutting beef consumption can significantly reduce climate impact
• The hidden environmental costs of fertilizer waste and nutrient pollution
• Why food waste remains one of the largest inefficiencies in the global food system
• The difficult trade-offs involved in feeding nearly 10 billion people by 2050
• The promise and challenges of alternative proteins and cultivated meat
• How artificial intelligence may accelerate agricultural innovation
• Why storytelling is essential to making complex climate and food issues understandable

Key Takeaways

• Agriculture is responsible for a large share of climate emissions and environmental degradation, yet it receives far less attention than energy and transportation.
• Land use is the hidden driver behind many environmental crises including deforestation, biodiversity loss, water shortages, and carbon emissions.
• Feeding a growing global population will require producing more food while using less land and fewer resources.
• Reducing beef consumption and cutting food waste could dramatically lower the environmental footprint of the food system.
• Technological innovation, including alternative proteins, gene editing, and AI-assisted agriculture, may play a critical role in solving the food and climate challenge.
• Storytelling is essential for translating complex environmental systems into narratives that people can understand and act on.

Standout Quotes

"If we only ate two burgers a week instead of three, we would save a Massachusetts worth of land every year."

"Agriculture now covers about 40 percent of the planet's land."

"Trying to decarbonize the planet while tearing down forests for agriculture is like trying to clean while smashing your vacuum cleaner to bits."

"Globally, we waste between a quarter and a third of the food we grow."

"Perfect isn't on the menu for most people. Better is better than worse."

"Human beings are not great at making sacrifices for the future, but we are really good at inventing things."

"Food is personal. We vote on these issues three times a day."

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.

SUBSCRIBE & FOLLOW

If someone sent you this episode, it's because they care about your future in media.

Follow The Media Machine for weekly conversations breaking down the systems, deals, and decisions shaping the industry.

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

WEBSITE LINK

the-mediamachine.com

SOCIALS LINKS

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

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

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

ABOUT THE PODCAST

THE MEDIA MACHINE is a strategy podcast that breaks down how media really works. Created by Johanna Salazar, the show explores the systems, deals, and decisions shaping the future of media, tech, and content.

Each episode examines the industry through four core pillars:

Process: the strategies, tools, and systems shaping media production and distribution. Profits: the business models, investments, and revenue engines driving the industry. People: the creators, executives, and operators redefining the landscape. Planet: the broader cultural and societal impact of media.

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.

THE MEDIA MACHINE is a strategy podcast that helps operators understand how media really works, breaking down the systems, deals, and decisions shaping the future of media, tech, and content.

In this episode of The Media Machine, Johanna Salazar and Julie Kellman Reading sit down with entrepreneur and Mavity founder Tomas Uribe to explore how artificial intelligence is transforming creative work from an output into operational infrastructure.

Drawing on his journey from musician and educator to AI startup founder, Tomas shares how the creative economy is evolving as AI compresses the distance between idea and execution. He explains why the biggest challenge for creative teams today is no longer just generating ideas, but building systems that allow creativity to scale.

The conversation explores how creatives can transition into technology, why execution matters more than ideas when building a company, and what founders need to understand about fundraising, monetization, and momentum.

From navigating AI adoption inside creative industries to redefining career paths through frameworks like Ikigai, this episode offers a thoughtful look at how creators and operators can adapt to a rapidly changing landscape.

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About the Guest

Tomas Uribe is the founder of Mavity, a creative operations platform designed to help marketing and creative teams collaborate more efficiently using AI-powered workflows.

Originally trained as a musician, Tomas built his career at the intersection of creativity and technology. His experience spans music production, marketing, education, and entrepreneurship, giving him a unique perspective on how creative systems evolve as technology advances.

Today, through Mavity and his work mentoring entrepreneurs, Tomas focuses on helping creative professionals and organizations navigate the shift toward AI-enabled collaboration and modern creative operations.

Visit Mavity to learn more about how to scale and manage your marketing and design teams all in one place: https://www.mavity.co/

Connect with Tomas on LinkedIn: https://www.linkedin.com/in/tomasuribemedia/

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What We Cover in This Episode

• Tomas's journey from musician to AI startup founder
• The problem of tool fragmentation in creative workflows
• Why creative operations are becoming infrastructure inside companies
• The mindset shift required when moving from creativity to entrepreneurship
• How creatives can learn to navigate technology and new tools
• Why monetization is one of the hardest challenges in building a company
• Lessons from raising early-stage startup funding
• How timing, momentum, and founder networks influence fundraising success
• Why mentorship and teaching are essential to leadership
• The role AI will play in expanding creativity rather than replacing creators
• How the Ikigai framework can help guide creative careers

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Key Takeaways

• Creativity alone is no longer enough to scale creative work. Systems and workflows are becoming the real advantage for teams and companies.
• Entrepreneurship requires a different mindset than creative work. Instead of generating endless ideas, founders must focus on executing and iterating on a single idea.
• AI should be viewed as an extension of creative capability rather than a replacement for human creativity.
• Fundraising is a structured process that requires preparation, momentum, and strong relationships with other founders and investors.
• Career paths are becoming increasingly interdisciplinary, blending creativity, technology, and entrepreneurship.

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Standout Quotes

"The worst thing that could happen to a project or a business is having another idea. That's what actually kills the first one."

"AI is just another tool. It extends us, helps us be more productive, expand our creativity, and reach another level."

"The core of a good business is that it makes money providing value."

"When you're fundraising, you're leaving your job and starting a new company called your fundraising process."

"A great teacher helps you find your own path by asking the right questions."

"You have to find the intersection between what you love, what you're good at, what the world needs, and what you can get paid for."

****

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.

****

SUBSCRIBE & FOLLOW

If someone sent you this episode, it's because they care about your future in media.

Follow The Media Machine for weekly conversations breaking down the systems, deals, and decisions shaping the industry.

****

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

****

WEBSITE LINK

the-mediamachine.com

****

SOCIALS LINKS

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

****

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

****

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

****

ABOUT THE PODCAST

THE MEDIA MACHINE is a strategy podcast that breaks down how media really works. Created by Johanna Salazar, the show explores the systems, deals, and decisions shaping the future of media, tech, and content.

Each episode examines the industry through four core pillars:

Process: the strategies, tools, and systems shaping media production and distribution.

Profits: the business models, investments, and revenue engines driving the industry.

People: the creators, executives, and operators redefining the landscape.

Planet: the broader cultural and societal impact of media.

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.

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.

****

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.

****

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

****

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.

****

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."

****

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.

****

SUBSCRIBE & FOLLOW

If someone sent you this episode, it's because they care about your future in media.

Follow The Media Machine for weekly conversations breaking down the systems, deals, and decisions shaping the industry.

****

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

****

WEBSITE LINK

the-mediamachine.com

****

SOCIALS LINKS

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

****

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

****

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

****

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.