This interview with Alexander Bleier, Associate Professor of Marketing at the Frankfurt School of Finance and Management, explores the complexities of the creator economy and its reliance on social media platforms. Key topics include the role of platforms in content discovery, creation, and monetization, as well as the challenges and opportunities presented by emerging technologies like AI. The discussion explores the evolving relationship between creators, users, and advertisers, raising questions about the future of the creator economy as a sustainable career path.