How would you describe Electrify to someone who’s never heard of it?

Electrify is a digital media business built around creators who want to grow without losing what makes their content special. We work alongside them to build teams, create even better content and develop new ways to reach and serve their audience. It feels much more like joining forces than being “managed”. Our goal is simple - to help creators build great media businesses while staying true to their voice.

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What first drew you to working with content creators?

I’ve spent my entire career working alongside creatives across film, TV and music, so building things with creative people has always been at the centre of what I do. Around 2015, as YouTubers started to emerge as a serious new kind of media industry, and my eldest daughter began watching YouTube, I became fascinated by what was happening. It felt like the early days of something important.

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When I started working closely with creators at Disney, I realised how under-supported many of them were behind the scenes. Incredible talent, but often carrying everything alone. What drew me in was the chance to help turn that raw creative energy into something bigger and more sustainable. My first company helped creators launch and sell consumer products, and Electrify builds on that experience by helping creators grow lasting media businesses around the work they love.

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What’s a project you’ve worked on at Electrify that you’re most proud of, and why?

I’m most proud of the moments where we’ve helped creators step back from doing everything themselves. That could be hiring their first senior team member, launching a new format or finally taking a proper break without worrying the whole thing will fall apart. Those shifts are often quiet from the outside, but they’re transformational for our creators.

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Where do you think the creator economy is headed in the next few years?

Creators are going to look more and more like modern media companies. Not in a corporate way, but in how deliberately they build teams, formats and communities. The winners will be creators who play the long game, invest in their audience relationship and build businesses that can evolve with the platforms rather than chase every trend.