Podcast Summary:

Digital Social Hour EP #1504 – Andy Creators Inc: AI in Marketing: Are We Doing It Wrong?
Host: Sean Kelly
Guest: Andy (CEO, Creators Inc.)
Date: August 22, 2025

Episode Overview

This episode features an in-depth, candid conversation between Sean Kelly and Andy, the CEO of Creators Inc., the world’s largest influencer agency by gross revenue. Andy pulls back the curtain on his entrepreneurial journey, lessons from massive business highs and lows, the evolution of influencer marketing (especially OnlyFans), and the current state—and future—of AI in marketing. The discussion bridges personal transformation, the realities of digital business, and how creators and agencies must adapt in a rapidly changing tech landscape.

Key Discussion Points and Insights

1. Andy’s Backstory: From Self-Discovery to Serial Entrepreneurship

• Andy shares how growing up largely on his own in Massachusetts shaped his drive and self-reliance (02:18).
• Early business: Building a behavioral ad network with college friends, scaling to become the third-largest buyer of banner ads behind Google and Yahoo (05:00).
• Massive financial swings: A billion-dollar phone/content business, rapid wealth in his 20s, followed by a $97 million loss after a federal investigation (06:24).
• Personal rebuilding: Recovery with the help of a Harvard neuroscientist who introduced him to holistic wellness—addressing physical, intellectual, emotional, social, and occupational well-being (07:29-13:12).

2. The Birth of Creators Inc. & The OnlyFans Boom

• COVID-19 pivot: Founding Creators Inc. from his parents’ house during the pandemic after the shutdown of his government contracting business (13:20).
• Case study: Helping a friend make $250,000 in her first month on OnlyFans, then onboarding large creators and scaling clients (13:20-16:25).
• Business lesson: Success is not about looks or fame, but content quality and audience connection.
  • “It’s the C word—context. Some of the most attractive people we’ve worked with can’t make two pennies, while people like Trisha Paytas can make a million a month eating Korean food in her car. It’s about connection.” – Andy (17:12)

3. Managing Celebrity, Virality & Creator Relationships

• Navigating fame cycles, the difference between persona and reality for controversial creators like Jack Doherty and Neon (19:04-22:17).
• On mentorship and boundaries:
  • “Some of my clients probably have issues with their parents…and I was becoming a parental figure. If I helped too much, they’d leave. So now, I let them touch the stove and get burnt, then coach them more passively.” – Andy (24:08)
• The perils of viral livestreamers and the pressures of always chasing “the next crazy thing” (23:00-24:08).

4. Evolving Beyond OnlyFans: New Frontiers for Creators

• Andy’s ambition to monetize influencer audiences both on and off adult platforms—targeting CPG and brand partnerships (25:22-27:56).
• Discussion of precedents like Brent Rivera’s 3D Doritos and Liquid Death’s beverage success—and the rough path of CPG because of distributor-controlled margins and the need for big exits (26:30-27:51).

5. Building Sustainable Businesses & Lessons from Media Empires

• Andy’s respect for the business models of Barstool Sports, Dave Portnoy, and Fox News; the power of media networking and personality-driven brands (28:05-30:06).
• Portnoy’s legendary buyback of Barstool for $1 after a massive exit:
  • “The world moves so fast…people forget Dave Portnoy sold his company for hundreds of millions and bought it back for a dollar. No one’s ever done that.” – Andy (30:06)

6. Selling Your Company vs. Staying Independent

• Andy doesn’t desire to sell Creators Inc.:
  • “I’ve never woken up and even thought [about selling]. I’m so far beyond where I thought I’d be. Remember—I thought it would last six months!” (30:27-32:27)
• OnlyFans struggles to sell because of regulatory and AI risks; the value is in community trust and creator relationships (31:08-32:27).

7. AI in Marketing: Are We Doing It Wrong?

• Parallels between early TV ads and modern AI-generated marketing—most people treat it unimaginatively:
  • “The first TV ads were just people reading radio spots. They didn’t know how to make 30-second animated commercials yet. That’s where we are with AI. My CMO sent me a ChatGPT output and I’m like ‘Are you kidding me? At least make it digestible.’” – Andy (32:35–34:35)
• Advice: Now is the time for forward-thinking marketers to set themselves apart by creatively leveraging AI.

8. Financial Wisdom for Creators

• Guidance for new-money creators on inflation, investment, “FU money,” and living well below one’s means (35:02-36:45).
• On “simple” investing: Don’t try to beat the S&P 500; most can’t even after taxes and fees (36:45).
• Andy’s personal cautionary tale: Ignoring early cryptocurrency advice from friends who are now billionaires (37:14-37:54).
• Pop culture as finance education: Discussion of “Dumb Money” and how the GameStop meme stock saga showed the power of social media to disrupt Wall Street (37:59-40:50).

9. Spotlighting Next-Gen Stars & Creator Value

• Finding and growing breakout talents like Camila, who went from near-zero to potentially $3 million/month—in six months (41:10–42:24).
• Andy’s formula: “It’s not just marketing, it’s actually data. How do I maximize lifetime value of someone’s audience? There’s a methodology.” (42:37)
• Merit over metrics: Willing to take chances on creators with small followings if they show real content potential.

Notable Quotes & Memorable Moments (with Timestamps)

• On the odds of existence:
  • "The odds of winning the World Series of Poker six years in a row are better than being born." – Andy (09:31)
• On connection vs. looks in influencer business:
  • "It’s not about what you look like…it’s the C word—context." – Andy (17:12)
• Perspective on risk/timing:
  • “If my whole industry blew up tomorrow, I’d appreciate that it happened. If it weren’t for COVID-19…I wouldn’t have a business.” – Andy (32:35)
• On AI’s current limitations:
  • "We're just reading radio spots on TV again…with AI." – Andy (34:00)
• Advice to creators/investors:
  • “Any goal should be: make enough money so what I make in interest out-yields my entrepreneurship. Then, you can do whatever the fuck you want.” – Andy (34:42)

Important Segments & Timestamps

• Andy’s origin story & entrepreneurial journey: 02:18–07:29
• Rebuilding through neuroscience and personal discipline: 07:29–13:12
• OnlyFans boom / Creators Inc. founding story: 13:20–16:25
• Insights on content, relatability, and OnlyFans strategies: 16:45–18:59
• Creator management philosophy & risks of virality: 19:04–24:08
• Creator CPG ambitions and product monetization: 25:22–27:56
• Media business models (Barstool, Portnoy): 28:05–30:06
• Discussion on exits, acquisition risks, and business philosophy: 30:27–32:27
• AI in marketing—historical analogy/ critique: 32:35–34:35
• Financial education for new creators: 35:02–36:45
• Crypto missed opportunities & “Dumb Money”/GameStop phenomenon: 37:14–40:50
• Discovering and scaling new stars (Camila): 41:01–42:52

Summary Takeaways

• Leverage life’s setbacks for growth; Andy’s story demonstrates resilience and reinvention.
• In the creator economy, context and authenticity fuel success—not just glamour or follower counts.
• True value for creators and agencies comes from relationship-building, audience insight, and data-driven strategy.
• The AI marketing “revolution” is still in its unimaginative infancy; creative application, not just automation, will define winners.
• Financial literacy and discipline are crucial for creators suddenly making big money—Andy emphasizes investing basics over hype.
• The digital landscape is rapidly changing, but foundational entrepreneurial skills and a willingness to adapt remain core to long-term success.

Contact

• Find Creators Inc.: Instagram @Creatorsinc | creatorsinc.com (43:40)