I’m Sam White. Operator and deal architect. I help brands, platforms, and high-growth creators build creator-led distribution that beats paid marketing.
After 15 years in the creator economy, I can tell you the old playbook is done. People trust people, not logos. Winners turn creators into owned distribution, not ad slots.
When the strategy and the deal are right, a single creator program can outperform an entire media plan and keep the equity on your side.
The Next Era: Earned Attention, Owned Distribution
The brands that win don’t buy trust. They earn it. They embed creator-led storytelling, community, and product fit into one plan and turn attention into distribution they control.
How they operate
Solve a real need. Build the product around the audience, not the other way around.
Make content people choose to watch. Entertainment first. Utility second. Ads last.
Work with voices who actually believe. Long-term partners with real upside, not one-off sponcon.
Run a network, not a channel. Multiple shows and feeds aimed at different slices of the same market.
Measure like operators: retention, attributed revenue, MER lift, payback, not vanity.
Why this matters
Trust moved from institutions to people. Buying reach is table stakes; owning distribution is the edge.
Content is the moat because product is easy to copy. Distribution isn’t.
Media is a flywheel: Content → Credibility → Community → Commerce → Data → Better Content.
Spikes are worthless. Compounding devotion builds enterprise value.
Companies need a Creator GTM, not a media plan. Bring distribution in-house with Creator-in-Residence roles, long-term partnerships, and a small internal studio.
Where I fit
I design the strategy and the structure so this works in the real world—formats that move the business and deals that protect downside while sharing upside.
What I Do
I partner with forward-thinking companies who recognize that creators—and the communities they foster—are the most powerful drivers of growth. I structure creator partnerships, GTM strategies, and monetization models that help businesses scale through content, not just ad spend.
Creator Dealmaking – Helping companies turn creators into real product evangelists, not just paid promoters.
Building Distribution Flywheels – Structuring creator-led GTM strategies that drive audience growth, retention, and monetization.
Monetization Through Content – Aligning media, storytelling, and product strategy to drive revenue in ways that feel authentic, not forced.
Old-school marketing relies on long planning cycles and massive ad budgets. But real growth happens when you move fast, test multiple angles, and let creators shape the narrative. That’s why one strong hook, delivered by a trusted voice, can drive more engagement than a thousand passive impressions.
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Closed two ongoing production deals for MrBeast, facilitating six + videos, including his Africa Water Wells project.
Grew a Creator SaaS startup’s free trial signups by 1,000+ in 60 days, reversing a 5% churn rate into 19.67% MoM growth.
Built and executed the GTM strategy for Tiltify Personal, securing 2,000+ new users in 50 days and launching campaigns with John and Hank Green.
Negotiated seven-figure ad sales and sponsorship deals at Comcast Spectacor’s G4 Network, building a new revenue stream in five months.
Worked with Migos, Faze Clan, Film45 (Peter Berg), Keith Urban, Carrie Underwood, Lionsgate, and others on media and content partnerships.
Produced live series with Offset at Caffeine, including BET WITH SET (Super Bowl special 2020), and a Sunday night talk show with Andy Richter, featured in New York Times & New York Post.
Structured the deal to send the first-ever 360-degree camera into space, filming inside the International Space Station.
Planned and organized a 150 person CALL OF DUTY: WARZONE tournament for the World Health Organization, during COVID19 pandemic, featured in The Hollywood Reporter.
Member of the Producers Guild of America, including its New Media Council.