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.
Most creator agencies sit on the brand side. They pitch ideas and hope the platform plays along. The studio works from the other direction. Shadi and her team approved the deals, built the creator portals, and ran the diversity programs. They know what the algorithm rewards because they have been in the room when it was decided.
That perspective compounds. Strategy is sharper. Pitches land faster. Programs ship instead of stalling in approval.
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.
The studio does not do influencer matchmaking, creative production, or paid media buying. Plenty of good firms do. The work here is strategy, programs, and ecosystem design.
Across consumer brands, streaming platforms, and creator-tool startups.
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 works with a senior network of operators on each engagement.
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 3 to 5 engagements per quarter. If you are a brand that needs creator strategy or a startup launching a creator product, send a note.
