In this episode of The Daily Creator, Eric Farber talks with Armand Galustian, Head of Partnerships at 5X Media, about building meaningful brand-creator partnerships in an era of rapid digital transformation. Armand shares his journey from agency life to founding 5X, what it takes to cultivate an adaptable and collaborative team culture, and why creators are becoming business builders.
The conversation explores creator authenticity, AI’s role in workflow and voice technology, product-led influencer collaborations, and how creators can align with brands without losing their core audience. Armand also opens up about past mistakes, his vision for the future of brand-funded content, and what trends he’s watching in the ever-evolving digital media space.
👉 Whether you're a brand, a creator, or navigating the creator economy, this episode is full of actionable insights and future-forward thinking.
Time Stamps
00:00 – Introduction to Armand and his career journey
02:30 – Transition from agency life to co-founding 5X Media
04:45 – Brands as the new content studios
08:10 – Team culture at 5X: collaboration and adaptability
12:45 – Key KPIs beyond money
14:00 – Leadership mistakes and lessons learned
16:30 – Apex News campaign: lessons from a missed target
19:10 – NIL and its impact on sports marketing
21:00 – How 5X structures end-to-end campaigns
23:30 – Trends: branded content and brands as media
28:40 – AI in voice, video, and workflow automation
33:00 – Creators as entrepreneurs and product builders
35:30 – Direct monetization: FanView, OnlyFans, and more
39:20 – Authenticity and consistency as key engagement drivers
41:00 – Episode wrap-up and acknowledgments
ABOUT THE SHOW
The Daily Creator explores the intersection of technology, creativity, and law. Hosted by Eric Farber, it offers expert insights for creators navigating IP, contracts, and the evolving digital economy. Follow us for legal clarity and creator empowerment in 2025 and beyond.
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