What’s your role at Electrify and how does it connect to helping creators grow?

I'm Head of Astrum - which was Electrify's first investment in a channel. Four years after creator, Alex, partnered with Electrify, I joined the company to take over the management and creative strategy of Astrum. I run the team day to day and explore avenues to grow the brand both inside and outside of the YouTube ecosystem - allowing Alex to take a step back and pursue his other interests and goals.

‍

What first drew you to working with content creators?

Before joining Electrify I worked in specialist factual TV for two decades, but in the last couple of years it's become obvious that YouTube is taking over. It's now the biggest streaming service on connected TVs bar none. And that's because it's made by people who are deeply knowledgeable and passionate about what they do: content creators. The ability to be as creative as you can imagine, and respond to your audience immediately, is fantastic. Who wouldn't want to be working in this ecosystem?

‍

What makes working at Electrify different from anywhere else you’ve been?

Electrify is inclusive and transparent about everything going on within the company - and encourages connection between colleagues across the business. The result is that, despite working 100% remotely, it still feels like we're one big team. The level of expertise and knowledge within the company and the ease with which it's shared is not only refreshing, but hugely empowering.