Before programmatic advertising, BroBible found a ceiling on direct ad sales. They built a highly profitable events business, hosting concerts and selling high-value sponsorships to major brands. This became their number one revenue source for two years, demonstrating a creative monetization strategy beyond simple ad inventory.

Alex Honnold's live free solo was an incredible athletic feat, but for viewers, his extreme competence made the climb feel undramatic. Unlike a curated documentary like 'Free Solo,' the live format failed to create tension because he was simply too good, removing any perceived risk or struggle from the viewing experience.

Instead of a standard affiliate deal, propose creating ad content for a brand to run with their own ad spend. In exchange, accept a lower commission (e.g., 20% vs. 40%). This provides the influencer with passive income and free brand exposure, while the brand gets authentic, high-performing ads.

Influencers in specialized fields like sports can choose from three business models. 1) Entertainment: pure media with brand deals. 2) Education: selling digital courses and merchandise. 3) Equity: becoming a long-term spokesperson for a brand in exchange for ownership or royalties.

Content creators can increase revenue by moving along a spectrum of monetization models, from low-risk affiliates and sponsorships to higher-risk, higher-reward options like white-labeling, taking equity in partner brands, and finally, owning their own product.

Many creators assume sponsorships are the ideal business model, but they are inefficient and hard to manage. A better model focuses on direct audience monetization—selling your own products or services—which offers higher margins and greater control.

Ari Emanuel outlines a clear monetization evolution for independent creators. They begin with simple ad placements, graduate to larger integrated sponsor deals, and ultimately achieve the highest value by owning equity in their own product lines. This final step shifts them from being a marketing expense to an asset with a revenue multiple.

The highest end of live event monetization isn't selling access, but selling status. By creating tiered, exclusive experiences (e.g., meeting an athlete, on-field access), you tap into a demand curve for social proof that is practically unlimited. People will pay 'crazy' amounts for the shareable video moment.

Alex Honnold was reportedly paid only $500k for his live Netflix climb, a fraction of its potential value. By not selling sponsorships on his gear or helmet—a standard practice for F1 drivers—he left millions on the table, as Netflix's deal structure likely allowed for such personal endorsements.