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Caspar Lee: The Playbook Brands Need to Win with Creators

YouTuber Caspar Lee joins CREATOR: The Podcast to discuss his remarkable evolution from YouTube pioneer to serial entrepreneur. In this episode, Caspar shares how he went from making comedy vlogs with a thousand subscribers to interviewing A-list celebrities like Dwayne "The Rock" Johnson and Ed Sheeran, revealing how he convinced major studios to take creators seriously before it became standard practice. Host Ross Borden explores Caspar's journey from teenage gamer in South Africa to building a 200-person influencer marketing agency (Influencer.com), co-founding MVE Management backed by Endeavor, and launching a $65 million VC fund (Creator Ventures) that's invested in companies like Eleven Labs and Beehiiv. Caspar offers candid insights about the creator economy's intersection with Hollywood, explaining why brands should approach creator partnerships like VCs approach startup portfolios rather than betting everything on one collaboration. He also shares his current passion project: eating a cucumber every day on TikTok to test the algorithm. Whether you're a creator looking to build beyond content or a brand executive trying to navigate influencer marketing, this conversation delivers valuable perspective on turning creative success into lasting business ventures. Follow Caspar on Instagram: https://www.instagram.com/caspar_lee/ To learn more about CREATOR: The Podcast, visit https://creatorthepodcast.com/ Subscribe to CREATOR: The Podcast on Apple Podcasts: https://podcasts.apple.com/us/podcast/creator-the-podcast/id1788987273 Subscribe to CREATOR: The Podcast on Spotify: https://open.spotify.com/show/6aHdngxWvkUbpDlmmCq8Z6?si=zQjPxLneRaOUIwP-y5BmyA 00:00 - Introduction to Caspar Lee 01:25 - Caspar’s career snapshot: creator, actor, entrepreneur 02:26 - Early YouTube beginnings: gaming and first channels 03:45 - Rise with the Brick Crew and expanding audience 05:02 - Joining Musical.ly/TikTok and platform reflections 06:50 - Interviewing celebrities and working with studios 10:04 - Creators vs. Hollywood: industry perspective 13:35 - Predictions: AI, creators, and the future of content 20:00 - Why Caspar built Influencer.com 22:55 - Influencer.com: services, model, and team 24:50 - Advice for brands working with creators 28:43 - Campaign strategy: budget allocation and portfolio approach 30:55 - MVE Management: talent representation and IP 34:07 - Creator Ventures: VC thesis and portfolio support 35:52 - Fund sizes, stages, and investment approach 40:41 - Keeping a creator’s edge: TikTok experiments (the cucumber series) 43:36 - Joe & Caspar Hit the Road: the BBC travel show 45:04 - Rapid-fire: three countries Caspar would choose 47:25 - Where to follow Caspar & closing remarks Check out GuideGeek, Your New Personal AI Travel Assistant! http://bit.ly/3LKpHTj More From Matador Network Website: http://matadornetwork.com Instagram: https://www.instagram.com/matadornetwork TikTok: https://www.tiktok.com/@matadornetwork Facebook: https://www.facebook.com/matadornetwork Pinterest: https://www.pinterest.com/matadornetworktravel Join Our Newsletter: https://matadornetwork.com/content/newsletter For Epic Hotels & Airbnbs TikTok: https://www.tiktok.com/@epic.stays Instagram: https://www.instagram.com/epicstays_ For Beautiful Travel Content TikTok: https://www.tiktok.com/@visit About Matador Network Matador is the world’s largest independent travel publisher. Since 2006, we’ve redefined travel media by developing a global network of editors, writers, photographers, and filmmakers who’ve pushed the limits of what’s possible as travel storytellers. At Matador, we envision a world where travel is a transformative experience that enables us to find humanity in each other everywhere.