The Business Behind Influencer Brands

A few weekends ago, food critic and internet phenom Keith Lee brought his influence offline, hosting NYC’s newest food festival in Industry City—produced in partnership with Complex. But this wasn’t just about viral eats. It was a platform built to spotlight independent businesses from across the five boroughs. Just community, culture, and a creator using his voice to amplify the people behind the plates.

This is the new blueprint.

Keith Lee didn’t just “host” a festival—he built one. And in doing so, he reminded us that creators aren’t waiting for brand deals or marketing budgets. They’re creating the product, owning the experience, and moving culture on their own terms.

From the ShxtsNGigs podcast comedy tours to Emma Chamberlain turning her aesthetic into a luxury coffee line, creators today are not just personal brands. They are full-fledged businesses—with infrastructure, IP, and a fiercely loyal customer base.

The model is clear:

• Trust is the currency.

• Community is the distribution.

• Authenticity is the strategy.

While legacy brands debate how to “authentically tap in,” creators are already building ecosystems people actually want to be part of. No focus groups required.

So let’s flip the question: if Keith Lee is running festivals, launching products, and building trust at scale—who’s really leading culture?

If creators are the business, what does that make brands?