In our 75th episode of Earned, we're joined by Lee Stimmel, a veteran of the music industry and the current head of global partnership marketing at Prime Video & Amazon Studios. We start by diving into Lee's time at Amazon, and learn how he spearheaded the company's influencer marketing program before taking on his new partnerships role. Lee explains how the lines between traditional talent and socially native creators are blurring, and shares Amazon's learnings around integrating influencers into its creative processes. Next, we take a step back and dive into Lee's seasoned career in the music industry. Lee unpacks how the industry has had to evolve from the traditional label structure to the current streaming era—a transition that has put the power back in the hands of the artists. We discuss how social media has enabled artists to connect with their communities in more meaningful ways than ever before, and the strategies behind building "fandoms" today. We then learn why Lee pursued original content creation at Columbia Records and Sony Music, and hear the origin story for "Mike Tyson Mysteries," an animated series starring boxing champ Mike Tyson. We circle back to Amazon, and Lee explains why he saw influencer marketing as a "white space" in the company, and how Amazon continues to collaborate with and elevate these creators. To close the show, Lee shares what he loves most about working for Amazon, before revealing what's up next. In this episode, you will learn: How social media transformed the music industry How to build "fandoms" today Why Amazon Studios is tapping in to the creator economy Key Takeaways [04:00 - 7:01]: How Amazon Studios works with celebrities and influencers [8:13 - 11:00]: The evolution of the music industry [11:00 - 14:15]: How to build fandoms today [20:39 - 23:43]: Why Lee pioneered Amazon Studios' influencer marketing program [23:43 - 26:27]: Life at Amazon Resources: Prime Video & Amazon Studios Connect with the Guest(s): Lee's LinkedIn Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

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