OCTOBER 8, 2023
Yasmin Coutinho
Image: Creators Guild Board Member, Nick Rizzuto.
We sat down with our Chair of Technology here at the CGA and asked him some questions about the creator world!
Why did you join the CGA?
Hey! I'm Nick Rizzuto and I joined the CGA because I'm deeply passionate about the transformative power of culture and technology. I've held roles at Universal Music Group, where my team led digital strategy for renowned artists (like Eminem, Alicia Keys, and the Killers), and at Linktree, where I led business development & technology partnerships during our period of rapid company growth. I've seen the challenges that creators face firsthand - namely in breaking through the algorithms and building a business. I joined the CGA to address these challenges head-on and to reshape the digital landscape in favor of creators.
What is it about the creator community and industry that’s gonna make it the future of marketing and brand?
Creators are the new media - they're our entertainers, our thought-leaders, and our recommendation filters. Marketing plans without a creator-led strategy are becoming a thing of the past. However due to the personalization of our feeds it's becoming less effective for brands to solely recruit the most followed "influencers". Given this trend, I foresee brands filtering their messaging through more niche creators and beginning to build products tailored specifically to the creator class in hopes of igniting grassroots awareness and virality.
How can your expertise help the Guild and our members?
I serve as the CGA's Technology Chair, acting as the bridge between the CGA and the dynamic landscape of technology companies building better solutions for creators. My experience at Linktree taught me that there's no shortage of passionate people developing next-gen tools in this space, but these tools often exist in silos and creators struggle to navigate this fragmentation. My goal at the CGA is to unify everyone actively building for the creator class, educate creators on the tools that can meaningfully impact their business, and amplify the collective voice of creators within the technology industry.
