Hello and welcome to the fortnightly Lives of Tomorrow podcast about the macro societal shifts, exploring what they mean for all of us and how they will affect our Lives of Tomorrow.

In this episode, WGSN CEO Carla Buzasi discusses the future of the creator economy with Mae Karwowski, CEO and founder of Obviously, a technology-led social influencer marketing agency based in New York, with operations in San Francisco and Paris.

The creator economy has experienced huge growth in recent years, and it plays a pivotal role in shaping consumer behaviour. Carla finds out about the proprietary technology which Obviously used to work with influencers and world-class brands such as Google, Amazon, and Converse. Mae shares her insights into setting strategy, executing campaigns, and the importance of building authentic partnerships across social platforms.

They discuss how Mae’s Obviously blog focusing on what social media should be, acted as a springboard to launching her influencer agency in 2014, which last year was acquired by WPP.

Tune in to find out about the future of the Creator Economy, hear tips about how brands should collaborate with creators, and how niche content and penetrating sub-communities is an effective way of reaching the most committed audiences.