“It’s not just about follower counts”: Volt Factor’s Lindsay Hampton on what gives creators brand potential

Lindsay, it’s great to connect. To kick us off, for anyone new to the company, how would you pitch Volt Factor?
My co-founding partner, Elan Freedman, and I built Volt Factor to scale creator IP into global brand franchises. Creators are producing some of the most valuable IP and fandom outside of the traditional studio system, but much of that potential remains commercially underdeveloped.

We partner with creators and their teams to build consumer product programs. We provide the strategy, infrastructure, and expertise needed to turn passionate communities into long-term brands.

What gives a creator ‘brand potential’? What do you look for?
This is something I’ve spent much of my career thinking about. Prior to Volt Factor, I spent 14 years at YouTube, most recently as the Global Head of Creator Engagement, working with top creators to build their brands and businesses on the platform. I saw first-hand the incredible potential within the creator economy.

At Volt Factor, we first look for fandom. It’s not just about follower counts; it’s about whether there is an active, engaged audience that feels a real connection to the creator and would be excited to buy products inspired by them.

“A creator averaging 20 million views per video can deliver the same viewership as Friends did at its height.”

We also look for creators who are category leaders. They don’t have to be the biggest creator, but they do need to own their niche and have a specific point of view. Our roster collectively reaches hundreds of millions of followers and generates billions of monthly views, but scale is only part of the equation. The audience behind those numbers is what matters most.

Great answer! Can you talk us through how partners like TheBurntPeanut, Alan Chikin Chow and That’s Amazing fit that criteria?
Absolutely! TheBurntPeanut is the number one Twitch streamer and gaming personality, and he’s built a fandom of over three million fans affectionately called the Bungulators. It’s a highly engaged community with its own language and meme culture. That level of connection, combined with his distinct visual IP, makes him a natural fit for products.

Alan Chickin Chow is the number one YouTube Shorts creator globally. His 125 million followers and two billion monthly views are impressive, but the real magic with Alan lies in the IP he has built through his show, Alan’s Universe. The school setting creates endless opportunities for storytelling and product extensions. Our first program with Alan, a webstore featuring Event Merch, delivers elements directly from the content into the real world, including varsity jackets and accessories inspired by the show.

That’s Amazing represents a family of five channels spanning long-form and YouTube Shorts. The marquee channels are That’s Amazing and Colin Amazing, and their scale is incredible, with more than 22 billion lifetime views, but what really captured our attention was the level of fan engagement. They inspire their 40m+ followers to get out and play, often receiving fan videos and letters sharing their own trick shots and perseverance.

What sorts of sectors do you see these brands lending themselves to when it comes to product?
We believe the opportunity is limitless, but the key is taking a tailored approach for each creator and building programs that authentically align with their audience, content and areas of influence. Rather than applying a one-size-fits-all model, we identify the categories where each creator has the strongest potential to connect with fans and create meaningful products.

For some creators, apparel and accessories may be the natural starting point, while others may have strong opportunities across categories such as toys, publishing, home, food & beverage, and beyond. We’re also particularly excited about the potential in live events and experiences, which we believe remains a largely untapped opportunity for creators to extend their brands into deeper, more immersive fan connections.

“We look for creators who are category leaders.”

Is there an education process needed for licensees and retail partners to grasp the potential of these ‘new media’ brands?
Yes, absolutely, and it’s one of the most important parts of what we do. As you might expect, there are some partners who’ve experienced working with creators and some who are still learning about the opportunity. We meet our partners where they are, tailoring our conversations based on their familiarity in the space.

Traditionally, licensees evaluated opportunities through legacy metrics such as broadcast ratings, box office and print circulation. Creator IP doesn’t fit neatly within those frameworks, so a big part of our role is translating the scale and value in a way that resonates.

For example, a creator averaging 20 million views per video can deliver the same viewership as Friends did at its height. Alan Chikin Chow has more than 125 million subscribers, which puts it into perspective. Vogue, at its peak, had approximately 12 million in circulation. Those comparisons help licensing partners understand the value immediately, and two of my favourite examples to cite.

Absolutely! Now, how can licensees connect with you if they’re interested in speaking with you about opportunities?
Just reach out! Even if an idea isn’t fully formed, we’re always happy to talk, have conversations, and brainstorm around what could be possible.

Last question! What fuels your creativity? What helps you have ideas for where your brands could go?
Carpool! My kids are 11 and 13, and they are true Gen Alpha. When I drive carpool, my kids know I’m going to hold a focus group. I love asking them what/who they watch and follow and what products they would actually love to have. “Who’s your favourite creator?” is one of my favourite questions to ask every kid I meet.

I also like to walk through stores to see what looks interesting and fresh, and what’s missing. I’m a true shopper at heart and enjoy scrolling just to understand what’s trending to spark ideas for products, packaging, and everything in between.

Lindsay, this has been great. A huge thanks again for taking time out to chat.