How are gaming platforms like Roblox redefining consumer-brand interactions? In this episode of Bits of Signum Creator Stories, Michelle Goad joins hosts Angela and Eliza to delve into the intersection of consumer attention, UGC gaming, social media, and brand commercialization. The conversation covers Michelle’s career journey, insights into current brand engagement strategies, the potential of transmedia storytelling in brand development, takeaways from the Walmart x Roblox partnership, AI’s impact on these spaces, and much more.

Michelle Goad is the founder of Greatest Of All Digital, a Social Commerce Studio helping IP owners build their brands into a household name and consumer brands grow their commerce and connection to the next generation through creators, influencers, social and gaming strategy, partnerships and consumer experience transformation. Previously, Michelle was an Operating Partner at The Chernin Group, Head of Global Branded Services and GM of Gen Z Innovation at Nike, Co-Founder and CEO of the pioneering social shopping app PS Dept. (named a “Breakthrough Brand” by Fast Company) and a merchant marketer for Marc Jacobs and Barneys New York. She has been featured as an authority on next-gen commerce in publications such as The Wall Street Journal, The New York Times, Vogue and more.

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Chapters:

00:00 Michelle’s Career Journey

06:03 Being an Early Mover in Digital Fashion & Commerce

09:20 Head of Digital Became a Role for Brands

10:42 Michelle’s Introduction to Roblox

14:59 Walmart x Roblox Partnership Takeaways

22:54 The Marketing/Branding Playbook on Roblox is Interactive

26:31 Pharrell, Lego, and the Need to Adopt a Transmedia Mindset

31:26 Explaining the Roblox Opportunity to Brands

37:41 How AI will Impact Gaming, IP, and Brands

Signum Growth invests and advises at the intersection of mass market culture and new economies that are bubbling up in new digital communities. We believe that emerging technologies will continue to be born in video games and that ‘gaming’ will reach an increasingly broader swath of people, until it is simply known as entertainment. The firm focuses on creators and developers who are moving to the front of the line, where they will garner a greater slice of value creation. Areas of expertise include video games, entertainment, and emerging technologies like blockchain and AI. Most recently, the firm has focused on UGC (user generated content) platforms and creators. Signum Growth is comprised of Signum Growth Capital, a FINRA-registered broker dealer, and Signum Growth Advisors, an investment advisor.

Angela Dalton, Signum Growth’s Founder/CEO, served in Tech/Media leadership roles and as a Managing Director at three firms - Guggenheim Securities, Evercore Partners, and UBS. At Evercore Partners, Angela was an initial investor and Co-Founder of Evercore Equities. Signum Growth acts as the Lead Advisor to ARK Invest, and Angela serves as the Co-Founder of the Women in Gaming Zoom (WIGZ), and recently served on the corporate board of FaZe Clan. She earned an M.B.A. from the University of Chicago, and a B.A. and B.S. from the University of Kansas, Phi Beta Kappa.

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