A boutique creator-economy studio
Nayyer & Co. is a boutique studio led by Shadi Nayyer (ex-Meta, TikTok, Twitch). The studio helps brands and AI startups win in the creator economy.
The studio has sat on the platform side of every kind of brand-creator deal. We know what the algorithm rewards and what the editorial teams green-light, because we've been the ones approving it.
Most products for creators die because no one comes. The team has built creator programs and developer relations from scratch at three of the largest platforms in the world.
4 to 6 weeks. Strategy, audit, or launch plan.
3 to 6 months. We run a function alongside your team.
Ongoing. Retainer or equity.
Keynotes, executive offsites, team training.
Shadi Nayyer led creator programs and community at TikTok, ecosystem growth at Meta, and creator marketing at Twitch. She built TikTok's Creator Portal, the Black & LatinX Creatives program, and the Diversity Collective. She has integrated creators into the Oscars, Super Bowl, Cannes, Met Gala, and Fashion Month. UC Santa Barbara. TechWomen mentor.
Shadi speaks on the creator economy, platform strategy, and community building. Recent topics include the future of creator marketing, AI's impact on the creator economy, and inclusive ecosystem design.
Book Shadi to speak →Engagements
The studio takes on a small number of engagements each quarter. If you're a brand that needs creator strategy or a startup launching a creator product, send us a note.
