The difference between viral success and burnout isn’t luck...
In this week’s episode, Michael Berkowitz and Doug Landers (the masterminds behind Greenlight Group, who rep TikTok and YouTube’s biggest stars) drop the truth bomb most creators miss:
🔥 There are ONLY two types of creators who win long-term:
- The data-obsessed scientist (treats content like a lab experiment)
- The unfiltered chaos muppet (rants from their day job with zero polish)
... and why trying to be both is a recipe for failure
🔥 Their "social burner phone" strategy to hack algorithms and find talent before they go viral
🔥 Why "Italian Brain Rot" is the weird trend secretly printing money (ignore it at your peril)
🔥 The negotiation mistake that costs creators 80% of their value (it’s not what you post, it’s when you say yes)
"If you’re just hiring creators to execute, you’re leaving 80% of the money on the table."
Highlights from a Rule-Breaking Night
The 17th Annual Shorty Awards showed us how to break the rules right. The stage lit up with:
- Bold Wins: Vitus Spehar (Under The Desk News), Grace Wells, Dhar Mann (Dhar Mann Studios), and more
- Big Energy: MTV (Brand of the Year) and Code and Theory (Large Agency of the Year) led the charge
- Boundary-Pushing Creativity: The “Rules to Break” interactive wall had everyone rethinking norms in creativity, culture, and society
Missed the action or want to relive the magic?
