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.

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RECOMMENDED PODCAST:

🎙️ECON 102 W/ NOAH SMITH - Keeping econ entertaining - Noahpinion author Noah Smith and Erik Torenberg break down business news and politics every week.

Apple: https://podcasts.apple.com/podcast/id1696419056

Spotify: https://open.spotify.com/show/6q7Gn5lP8TTtBPuV1NJSGs

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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.

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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

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LINKS:

Zawwar Khan: https://www.hellorel.com/

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X/ TWITTER:

@eriktorenberg (Erik)

@zawwarkhan_ (Zawwar)

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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

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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.

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Zawwar Khan on the Intersection of Media and Commerce