The Rise of the Creator Economy: Impact on Brands and the Future of Media //One-on-One With Murray Legg

Once upon a time, traditional media giants ruled the world of entertainment, advertising, and storytelling. Today, a new era has emerged—the rise of the creator economy, where individuals with a camera, creativity, and an online presence hold the power to influence millions. These creators are reshaping the landscape, turning personal passion into global businesses and redefining how brands connect with audiences. As creators become the new media titans, brands are rethinking their strategies, and the future of media is evolving faster than ever.
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In today’s episode, we explore how the creator economy is not only disrupting the status quo but also setting the stage for a new era of media and marketing with Murray Legg, Co-founder Webfluential.
Murray completed his PhD at 25 and joined Rand Merchant Bank on the Class of programme in 2009. He left to start Retroviral, an award-winning digital agency, and after that an influencer marketing platform called Webfluential. The business now has offices in South Africa, Spain, Portugal, Brazil, Croatia and the US.
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He designed a heart valve replacement for an emerging market patient and holds several patents for that. He bought his first Bitcoin in 2013, and launched a project called PhotoChromic, allowing people to mint an NFT of their biometrically verified identity. He is an
advisor to an international crypto hedge fund runs his investment fund in technology businesses and consults with banks on their digital roadmaps.