On today&#x27;s episode, Matt Sandler, Amazon&#x27;s general manager of creator services, and Angie More, Amazon&#x27;s head of creator ad partnerships, explain why Amazon is making a push into the creator economy and how they&#x27;re working with some of the boldest names in the sector. The goal is to use the digital behemoth&#x27;s considerable resources to build businesses that last and to scale creator content ad buying options for the largest marketers. &quot;We&#x27;re not looking to buy a show,&quot; Sandler says. &quot;For us it&#x27;s about, what business do you want to build?&quot;<br>See omnystudio.com/listener for privacy information.

Amazon Courts Creators to Build Businesses and Scale the Attention Economy for Brands

Strictly Business

[SPEAKER_A] Welcome to Strictly Business, Variety's weekly podcast featuring conversations with industry leaders about the business of media and entertainment. I'm Cynthia Littleton, co-editor-in-chief of Variety. Today my guests are Matt Sandler and Angie More. The two are leading a big push within Amazon to tap into the heat of the creator economy. Sandler is Amazon's general manager of creator services. Moore is head of creator ad partnerships. The two are looking to bring creators with big ambitions to build businesses into the Amazon tent. Amazon has a lot to offer creators, obviously, but their creator services pitch is not for everyone. Sandler and Moore are both digital media veterans, and they explain exactly what they're looking for in talent partners and why. It's a fascinating glimpse into how a digital behemoth is trying to gain scale in the the area with the most heat in media, Amazon wants to draft off of the success of creators on other social platforms, leveraging it all to build content and products and services. In success, creators are making eye-popping money and brands are seeing products fly off the shelves. And all of that is why you're seeing big media and big brands pay more and more attention to the ins and outs of the attention economy. Matt Sandler and Angie More of Amazon Creator Services. Thank you so much for having me over here in beautiful Culver City.

[SPEAKER_B] Thanks for coming by.

[SPEAKER_A] Well, this picks up a conversation that we started at Cannes Lions about 6 weeks ago. I'll start with Matt. Why is Amazon investing in working with individual creators? What is the motivation for Amazon to scale in this area?

Amazon Courts Creators to Build Businesses and Scale the Attention Economy for Brands

Read the full transcript

The candid version is on a podcast,
not the earnings call.

Amazon Courts Creators to Build Businesses and Scale the Attention Economy for Brands

Read the full transcript

The candid version is on a podcast, not the earnings call.

The candid version is on a podcast,
not the earnings call.