# Why Creators Actually Need Brands (And Not The Reverse)

Page: https://stenobird.com/podcast/next-in-media-470115/why-creators-actually-need-brands-and-not-the-reverse
Text version: https://stenobird.com/podcast/next-in-media-470115/why-creators-actually-need-brands-and-not-the-reverse.md
Podcast: [Next in Media](https://stenobird.com/podcast/next-in-media-470115)
Published: 2026-07-16T09:00:00+00:00
Episode link: https://next-in-media.simplecast.com/episodes/why-creators-actually-need-brands-and-not-the-reverse-6noMihaS
Audio file: https://pscrb.fm/rss/p/cdn.simplecast.com/media/audio/transcoded/0c5f6d0a-8d46-49e6-93ab-e1b788fbf085/52d0b960-b4ba-4ed3-b906-2cdf551997ff/episodes/audio/group/3453012c-e8c6-4475-b841-e0669808d45f/group-item/2492e174-d667-42e2-a6cc-dfbc9ea37947/128_default_tc.mp3?aid=rss_feed&feed=YFEXptae
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JSON: https://stenobird.com/v1/public/podcasts/next-in-media-470115/episodes/why-creators-actually-need-brands-and-not-the-reverse
Duration seconds: 1449

## Resource

VaynerX's Jon Morgenstern, breaks down why creators economically depend on brands, how YouTube is dominant enough to shatter traditional media silos, and why marketers must ruthlessly test effectiveness by cutting underperforming programmatic ad spend.

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## Transcript

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