The creator-consultant who built her brand on Jewish comedy

^{Making a living as a creator shouldn’t be some elusive thing. And what’s the best way to learn how creators are making it work? To go behind-the-scenes. These bi-weekly interview issues are like having coffee with your favorite creators. If we haven’t met before, I’m Amanda Smith. I write about solopreneurship and the creator economy.}

Good morning. This week’s creator story highlights the possibilities available to those who think like businesspeople first, and influencers second. 

While many creators want to earn all their money from brand deals, others are operating with a portfolio of projects and partnerships – never getting bored and protecting themselves in the process. 

From the interviews I’ve covered in the past few months, I’m seeing more B2B creators emerge. It’s an exciting time. 

Enjoy the read. 

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After graduating with a BFA in acting, Libby Amber Shayo had planned to try her hand at talent management. The pandemic sent her plans sideways and she ended up in comedy classes with one of the original SNL writers, Alan Zweibel. It was her first glimpse into being on both sides of production. 

Shayo posted a video pretending to be her Jewish mother as persona Sheryl Cohen, freaking out about the pandemic during Passover. Her first video went viral and got reposted by TikTok on Passover. 

She started partnering with Jewish organizations, teamed up with Jewish personalities such as Aleeza Ben Shalom – who is featured on Netflix’s Jewish Matchmaking – and launched her own podcast on Jewish dating, identity and humor called SchmuckBoys, as part of the Jewish Journal Podcast Network. 

Outside of the Jewish world, she landed social media roles with Soko Glam, Hilton, and Dentsu Creative, where she was hired as a TikTok content creator for brands like Sour Patch Kids, Nutter Butter, ChapStick, Mondelez International, and Haleon Brands. 

For some of these brands, her content is featured on their profiles (UGC). For other content, like a Kosher restaurant review or a facial at Glowbar, she’ll post it on her page. She does behind-the-scenes content for brands and creators, particularly at events in New York City. 

Shayo says it’s rare for a creator to have experience working as an influencer, with brands, and agencies. Usually, they only have one. She believes the creator-consultant is the future for creators. 

“When I mention to a creator that I’m a consultant, they like that. When I mention to a brand that I have my own account, it also works in my favor.” 

Her mix of creator work is varied, and that’s the way she likes it. 

“I have influencers asking if we can jump on a social media audit call. My friend, Gigi Robinson, emceed a Snapchat event and asked if I could do behind-the-scenes content. She also had a book photoshoot at Penguin Random House that I attended. I came in with TikTok concepts ready to go. Another friend, Chloe Hechter, brings me on to film her on the streets for fun skit content. I’ve also produced content for the Melinda Strauss Eat Jewish Cookbook launch,” Shayo shared. 

She has also produced and captured powerful street interviews and digital content surrounding major cultural moments – including the Anne Frank exhibition and a 9/11–related memorial activation connected to it –  where she created both a dark ad campaign and real-time interviews with attendees as they exited, documenting their immediate emotional reactions and reflections.

“A lot of creators might not seize all the opportunities available to them. It’s fine to just want to do brand partnerships and events, but with my background in theater and talent management, I was trained to see the full picture.” She believes being behind-the-scenes (as well as in the spotlight) helps creators understand the inner workings of the brands they promote. 

Shayo’s biggest source of income is her behind-the-scenes and strategy offering. 

She believes in having a niche, but it shouldn’t be limiting. “When I started, my niche was Jewish comedy. Through that, I was able to find so many different outlets within that – camp comedy skits, Greek life comedy skits, Jewish holidays etc. 

Shayo encourages creators to be themselves, as that’s what audiences want to see. “And isn’t that great? Nobody can be you.” 

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Amanda

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