Two creator experts have teamed up to launch a new platform dedicated solely to the latest news and trends in the creator economy.

I spoke with Jasmine Enberg and Kaya Yurieff, the co-founders and co-CEOs of the new media company, Scalable. The company includes a podcast, newsletter, research, and annual event.

You may know Kaya from her work covering the creator economy for The Information. Kaya launched The Information’s creator-focused newsletter in 2021, which amassed more than 100,000 subscribers. She also led The Information’s yearly Creator Economy Summit.

Jasmine spent more than a decade as an analyst and researcher. You’ve likely come across her research on creator economy trends and insights at EMARKETER, which has been cited in major news outlets. She’s also an on-air commentator, providing context to trends on Bloomberg TV, CNBC, and other platforms.

I spoke with them about the launch, the future of Scalable, and their plans for monetizing their content. Read our conversation below:

Why did you both want to go independent?

Jasmine: I reached a point in my career where I was ready for a new challenge. I had known for a long time that my next thing would be something I could have ownership and control over. But after talking to so many creators, I was also acutely aware of the challenges and pitfalls that come with going independent, so it wasn’t until everything lined up with Kaya and The Lighthouse that the moment felt right.

Kaya: For years, people asked me when I was going independent. As a reporter who covered the space so closely, it felt like an inevitable step eventually. Ultimately, I wanted to build something I have real ownership and control over.

What's the meaning behind choosing the name "Scalable." Were there any other names you were considering?

We went back and forth on a whole list of names, but ultimately picked Scalable.

Whether you are a creator, marketer, founder or investor, the priority is now scale. After years of being dismissed or overlooked, the creator economy is embedded into virtually every industry. Creators have reshaped how people spend their time and money, but even for the biggest companies within the creator economy, there’s more growth to unlock. Scalable captures this pivotal moment and speaks directly to the ambition of every stakeholder in the industry.

Were the podcast, newsletter, and events always the vision? Or how did it evolve?

Yes, this was always our vision. We were particularly excited about creating a video podcast, which is new for both of us.

Why did you choose to partner with Whalar Group & The Lighthouse?

This deal gave us the infrastructure we needed to bring our vision to life, while allowing us to maintain full editorial control, which was hugely important to us.

Why did you pick Beehiiv as the platform to distribute the newsletter?

We knew we wanted to keep our newsletter and podcast free and accessible. While we’re not ruling out paid products down the line, Beehiiv’s ad network felt like a better fit for our business model. We were also attracted by the Beehiiv Media Collective program, which provides resources to journalists going independent.

Do you plan to hire employees or grow a team? Such as editors or other journalists?

Yes, we’d like to grow our team in the future, which could include an editor or other contributors. In the short-term, we are looking to hire someone to run social strategy for us.

You mentioned that Scalable will put on a conference. How will this conference be different from other creator conferences (VidCon, VidSummit, etc.)?

Kaya: I hosted and helped plan five virtual and in-person creator economy summits in my previous role with The Information. That event emerged as a must-attend for the industry, and we look forward to building on that work with the Scalable Summit. We think our event can stand out with high-caliber attendees, speakers, and programming, while keeping it more intimate than larger events like VidCon.

Jasmine: The intimate nature of the event, the location at The Lighthouse in the heart of Venice and programming specifically designed for business leaders will be the big differentiating factors. With nearly every conference now hosting a creator track, it also feels like event attendance has become so fragmented. We aim to be the go-to event for business professionals in - or interested in- the creator economy.

Are you partnering with an events company, or how are you planning to put on a large-scale event?

We are partnering with The Lighthouse on this event, which will take place at its Venice location. We are also planning on bringing in sponsors that align with our brand and vision for the event.

Is there anyone in the creator economy, or your inner circle, who gave you business advice ahead of launching? Or materials you read, watched, etc.

We kept what we were up to very quiet, but a few trusted folks helped us immensely in the lead-up to launch.

We also spent a lot of time watching and listening to podcasts and drew inspiration from many different sources, from Call Her Daddy to The Town to Pivot.

 Is there a media company or business you each look up to?

Media is in such a state of upheaval right now that it’s an exciting time to build something new and redefine what a modern media company looks like.

How are you planning to navigate covering an industry you are also a part of?  

Both of us have built our brands and reputations on being unbiased, independent voices in the industry. That won’t change. It’s no different than a media reporter at a traditional news outlet - we will continue to uphold the same journalistic principles and report fairly on the industry.

The one difference is that now we can supplement our reporting and analysis with real-world experience, ultimately making our coverage stronger and more relevant.

How do you plan to monetize? What is the agreement with The Lighthouse, and does the company also earn income and other business support from Beehiiv's Media Collective?

We are planning to earn revenue from brand partnerships. We could introduce paid products in the future.

The Lighthouse is providing us with critical business infrastructure, from capital and branding to operational support and production access at Lighthouse’s physical locations.

The Beehiiv Media Collective provides resources, including a health insurance stipend, access to editorial tools such as Getty Images, and a dedicated point person at the company to help with business strategy. 

What do you look forward to most about Scalable?

Jasmine: Being able to build something that I truly believe in with a trusted, long-time friend. I imagine there will be a lot of trial and error, and I’m so thrilled to have a partner to navigate this with.

Kaya: We are so excited to build something we own from the ground up and embrace new mediums like video podcasting.

A YouTube channel’s growth journey is different for every creator.

Check our Peet Montzingo’s must-watch interview in the latest of the Driven Podcast.

Peet dives deep on productivity habits, key early hires, ideation strategies, and how and when he decided to double down on growth. 

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