Scalable is a weekly show focused on the business of the creator economy. Every Thursday, we go beyond the headlines to deliver sharp, digestible analysis with a clear point of view. Founded by longtime journalists and analysts Kaya Yurieff and Jasmine Enberg, Scalable combines rigorous reporting and data-driven insight with real-world experience. We act as a bridge between creators and companies to help marketers, investors, founders and other business professionals make sense of what’s happening in this fast-moving industry.
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Everything We Got Wrong About Starting a Creator Business
Scalable just hit 50 episodes. To celebrate, Kaya Yurieff and Jasmine Enberg went through the archives to pull the biggest lessons from a year of conversations with founders, creators and CMOs, along with what they've learned (often the hard way) building Scalable themselves.
Founders warn that everything takes longer than you think, creators share why your followers aren’t really yours and CMOs make the case that creators can reinvent brands even though the fundamentals of marketing haven’t really changed. Plus, the funniest and most surprising moments of the year, from Don Lemon’s F-bomb to an uncooperative camel in Doha, Qatar.
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1 Oct 2026
Creators on Cap Tables: Why More Brands Are Paying in Equity
More brands are giving creators a stake in their companies instead of just a paycheck, often trading equity for endorsements, advisory roles or long-term partnerships. It’s the latest sign of a bigger push toward ownership in the creator economy. Alix Earle’s lucrative Poppi deal showed how big the payoff could be, and increasingly, startups like Driptail and Vibes are also offering equity to smaller creators.
This week, Kaya Yurieff and Jasmine Enberg look at why creator equity deals are taking off, what the deals usually look like and the risks for both sides. Plus, Kaya sits down with Cat Goetze, the creator better known as CatGPT, and Josh Kaplan, CEO of management firm Smooth Media, which represents her. They discuss Cat’s recent equity stake in Smooth and their advice for brands and creators weighing similar equity arrangements.
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24 Sept 2026
Do Creators Really Need Agents? Plus, Jack’s Dining Room’s $25M Food Content Deal
Do creators actually need an agent or a manager? This week, Kaya Yurieff and Jasmine Enberg dig into the world of creator representation, starting with how big Hollywood talent agencies like CAA and UTA are battling it out for top name creators, including Alex Cooper.
They break down the difference between agents and managers, when it makes sense to bring someone on and share a bit about their own experience signing with CAA. We hear from Corporate Natalie on why she, in turn, decided to do it all in-house and Reza Izad, co-founder of Underscore Talent, on how the talent management landscape has changed.
Kaya and Jasmine also sit down with Jack Goldburg of Jack’s Dining Room, who just landed a $25 million deal with 101 Studios, the company behind “Yellowstone” and projects from George Clooney. Goldburg discusses how the deal came together, the long-form shows he’s planning and whether he’d ever open his own restaurant.
This episode was brought to you by Nomono.
Visit nomono.co/scalable to learn more and get 15% off any product with code SCALABLE.
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