Circling Back, Following Up, and Closing the Loop

Hey honeys and hustlers,

Who have been your favorite creators on the rise in 2024? I made a list of 8 creators who have been making waves in the creator space, plus some honorable mentions. My criteria isn’t an exact science, but I looked for people who were

• bridging the gap between traditional and digital media

• building upon a career they started in a traditional role by expanding their personal brand

• creating products or expanding their brand beyond a social media audience (i.e. starting an email list, hosting an event, etc.)

• leveraging social media to make a real-world impact

So let’s see who made the cut! Today I’ll be featuring the first half of the list, with the remainder coming on Thursday.

1) Lisa Beasley (aka Corporate Erin)

As Shannon Sharpe’s interview clips with Katt Williams took Twitter by storm at the beginning of the year, another creator’s clips on Twitter may have caught a quieter wave. Well, you may not have noticed it, but me? I was never a child. As soon as I popped out of my mom I was just in the know. Lisa Beasley brought a short video she created for TikTok to Twitter to experiment with the platform and low and behold, people loved her character - Corporate Erin. You may have noticed her acting chops in Southside on HBO (RIP) or Churchy on BET+. And if you’re in Chicago, you may have had the opportunity to see her on stage doing stand-up. So why is someone who’s had major acting roles on the list? Because Corporate Erin, I mean Lisa Beasley, didn’t just stop at acting. She’s leveraged her character and social media presence to gain appearances on her local news station, marketing campaigns and collaborations with Essence Fest and AfroTech, and even presented a NAACP Image Award. While Twitter has brought her in front of a new audience, it seems she has no loyalty (rightfully so) and is taking her talents to Spill. I love that she’s never complacent and always moving, looking for ways to iterate and expand the Corporate Erin character and her impact. A lesson we can all learn.

2) RaeShanda Lias-Lockhart (aka Shop AIF)

Being famous on TikTok or Instagram is like being rich in Monopoly money. So why is she on the list? Well, since I see a lot of you all are confused, let’s check the board. RaeShonda talks the talk but also walks the walk. She’s very outspoken about societal issues online and has matched that energy in person. She’s spoken at the Women’s March, partnered with the ACLU of Georgia to get out the vote, and spoke on stage with the Human Rights Campaign on behalf of LGBTQ rights. If you’re a fan of Reasonable Doubt on Hulu, RaeShonda was part of the marketing campaign to announce the start of season 2. This is a rare occasion where a digital creator is involved in the marketing campaign of a traditional media show. Sounds like an icon to me.

3) Frankie Gaw (aka Little Fat Boy)

I first found Frankie on Instagram through his video reimagining American staple foods through his lens as a Taiwanese-American. From cereal, to tacos, to burgers, he made drool-worthy alternatives packaged in beautifully designed boxes. Honestly, I could stop right there. I can’t think of 5 other creators who put so much thought and attention to detail in their designs, from the fonts he uses to the packaging he creates for his food (in collaboration with a designer friend of his). Brand design in video is either present, inconsistent, or completely lacking; and in most cases, it’s the latter two. Frankie took his social media and cooking chops to the next level this year – he published a cookbook, First Generation, in 2022 but didn’t start his newsletter until this year. He has since done partnerships with Shipt, Klook, and Phillips. He’s really good at capitalizing on press and earned media opportunities, and I wouldn’t be surprised to see a long-form cooking show as part of his next evolution as a creator.

4) Scott Evans

Scott Evans is probably best known as the co-host of Access Hollywood. But I know him best as the host of House Guest, which he started this year. On House Guest, he hosts celebrities, musicians, and comedians at his house. He cooks his guests meals, prepares cocktails, and even paints with them while asking introspective and hilarious questions. With the success of House Guest, he’s started a second original show at his house called Poolside Sessions where musicians play an intimate set under the stars. For someone who’s had such a high-profile career in traditional media as a host, it’s incredible to see him producing shows under his name and growing his personal brand in the digital media space. I’ve been seeing a lot of creators make the distinction between having an online business and having a “portfolio career,” and Scott Evans is a great example of the latter. Your corporate career experience can be the launch pad for your creative entrepreneurship journey.

Honorable Mention

Yams Playlist by Dante Nicholas

I’ve been following Dante Nicholas on Twitter for a while. He’s been in the social media strategy space working on social campaigns for brands like Revolt, Netflix, and more. I remember when he first started Yams Playlist and it felt like it blossomed into an Instagram and Spotify following overnight. There is now a playlist on Apple Music for the iPhone users out there. I’ve been happy to see him lean into Substack as the internet home for what he’s building this year. I believe he’s had some collaborations with major music festivals for artist coverage, but I think he’s still working out the monetization model for something like this. I’m definitely rooting for him as I think this “curation as a service” creator business model is going to be a high standard going forward. If nothing else, you can start your week off with some good tunes!

Please Hustle Responsibly,

🤙🏾✨

Say hi on Linkedin or YouTube

If you’d like to engage with this community, here are a few ways you can do that:

Forwarded this article? Your friends have good taste. Sign up here.

Join the Creator Database. The best place to connect with the incredible folks in this community. View and join the database here.

Advertise with us. Get your brand in front of 600+ creators, founders, and marketers by sponsoring a YouTube video, podcast episode, or this newsletter. Reach out at [email protected].