This week Francis is joined by Penn Weinberger, founder and head of the agency Bad Behavior. Bad Behavior works with creators to produce original short-form shows for brands; they’ve worked with clients like Lyft, Columbia Records, Cash App, and Stanley. Bad Behavior: https://www.bad-behavior.com/ 00:00 Introducing Penn and Bad Behavior 01:42 Working with Creators vs. Influencers 05:00 The Impact of Viral Marketing 07:14 Empowering Creators 09:35 Upsetting the Traditional Advertising Model 13:42 Starting and Then Diversifying the Agency 17:12 The Blur Between Creator and Celebrity 22:22 The Revenue 26:07 The Increase in Management Amongst Creators 30:06 Rules for Building a Creator-Led Show 32:47 Finding Brands as a Creator 36:35 Red Flags for Brands and Creators 41:06 Unpredictable Virality #creatoreconomy #podcast #goingviral