Zawwar Khan, a CPG consultant for creators (Rel Brands), joins Erik Torenberg to talk about his journey from being the youngest brand manager at Procter & Gamble and PepsiCo, to advising media creators on building their own commerce brands. He also shares some strategies for creators to expand beyond their audience, the potential of creator-incubated businesses, and the future of the creator economy through innovative financing and business models. -- SPONSOR: Head to Beehiiv, the newsletter platform built for growth, to power your own. Connect with premium brands, scale your audience, and deliver a beautiful UX that stands out in an inbox. 🐝to https://Beehiiv.com and use code "EMPIRES" for 20% off your first three months. -- Recommended Podcast: Company Breakdowns Each episode of Company Breakdowns dives into S-1s and series B-and-beyond companies, interviewing founders and investors to break down the companies. First episode is on Rubrik - which just IPO'd. Coming up this season: Databricks, Reddit + more, Spotify Apple -- LINKS: Zawwar Khan: https://www.hellorel.com/ -- X/ TWITTER: @eriktorenberg (Erik) @zawwarkhan_ (Zawwar) -- TIMESTAMPS: (00:00) Intro (00:49) Zawwar’s journey from Brand Manager to CPG Consultant (05:51) Evolution of Media and Commerce (09:13) Strategies for Success (16:56) Sponsor: Turpentine (17:44) Rise of B2B Influencers and Creator Opportunities (26:32) Potential of Creator-Led Ventures (28:56) Building Brands as a Creator (34:32) Venture Capital Perspectives on the Creator Economy (40:09) The Future of Investing: Venture Studios for Creators (49:25) Wrap -- This show is produced by Turpentine: a network of podcasts, newsletters, and more, covering technology, business, and culture — all from the perspective of industry insiders and experts. We’re launching new shows every week, and we’re looking for industry-leading sponsors — if you think that might be you and your company, email us at erik@turpentine.co.