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Inside the Creator Economy is a business podcast exploring how creator-led marketing is reshaping modern brand building.
Hosted by Sanna Ödmark and Frida Ekholm from Cure Media, the show brings you inside the conversations shaping the future of the creator economy - from CMOs and founders to creators, platforms and growth leaders across Europe.
This isn’t about one-off campaigns. It’s about what happens when brands move creators from the margins to the core of their strategy.
Each week, we unpack the real questions marketing teams are facing:
- What does it take to stay culturally relevant in a fast-moving landscape?
- What can brands learn from the creators who build communities, not just audiences?
- How do you structure for creator-led growth?
Produced by Cure Media, one of the leading creator marketing agencies in Northern Europe, this podcast is for marketers and business leaders who want to understand where growth is heading next.
Episodes
Wednesday Apr 29, 2026
Wednesday Apr 29, 2026
The creator role has changed - and not just in how content looks, but in what it demands from the people behind it.
In this episode of Inside the Creator Economy, we sit down with Norwegian creator Elisabeth Asserson Ingebrigtsen to unpack what it actually means to build a personal brand today, beyond aesthetics, algorithms and surface-level engagement.
We talk about the shift from being “polished” to being personal, and the pressure that comes with it. Because the more you share, the more you grow… but also, the more is expected of you.
We cover:
- Why she doesn’t identify with the term influencer, and what she sees her role as instead
- How expectations on creators have fundamentally changed over the past few years
- The tension between growth, authenticity and personal boundaries
- What brands still get wrong when working with creators, and why control often backfires
- Why people today don’t just want products, they want to be part of something
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