Creators aren’t just creators anymore—they’re media companies, commerce engines, and community builders.
Recorded live at Advertising Week New York 2025, this episode of AW360 Live features Zach Miller, President of Bucketsquad, the creator-led sports entertainment brand built around YouTube megastar Jesser.
Zach breaks down how Bucketsquad has evolved from viral basketball content into a diversified business spanning YouTube, apparel, live events, brand partnerships, and retail—without losing its creative soul. The conversation explores how audience data shapes content decisions, why some categories are worth owning (and others aren’t), and how creators and athletes are increasingly blurring the lines between talent, brand, and enterprise.
From launching apparel into Dick’s Sporting Goods, to collaborating with global brands, to rethinking what “community” really means in the creator economy, this episode is a must-listen for marketers, brands, and anyone curious about where sports media is headed next.
