We spoke with Asher Brown, CEO of Pollution Studios to chat about vegan content creators.
Let’s talk about influencers. Whether you roll your eyes or commend these creators for turning social media into a career, there are a lot of opinions surrounding the term. There are many categories of influencers, but if you’re reading this article, you’re probably most interested in what it's really like to be a vegan influencer. That’s why we spoke with Asher Brown, vegan creator and CEO of Pollution Studios, an LA-based mission-driven media company that works closely with plant-based influencers and brands.
Vegan influencer Nimai Delgado and Pollution Studios Founder & CEO Asher Brown
VegOut (VO): Can you share more about your work with vegan influencers?
Asher Brown (AB): Pollution Studios bridges the gap between creators and brands. On the brand side, we help design campaigns, find and hire mission-aligned content creators, and oversee production and delivery. For creators, we offer a la carte resources to help sharpen strategy and scale up their content.
VO: How do you go about searching for creators to partner with?
AB: Our focus is on creators who are using their platforms to change the world. What started out as a way to bring together the LA vegan scene has turned into a global network of creators. Social media is great for this—I love getting sent IG, TikTok, or YouTube videos that someone finds particularly powerful, then connecting with the creator to see how we can collaborate.
VO: Let’s talk about followers. Does the number of followers matter to you at all? Why or why not?
AB: For me, impact is more important than followers. When someone gets inspired by a piece of content, then takes action, that's so powerful. Especially in the food space, I love partnering with creators who have something important to say and have attracted a passionate and engaged following.
Vegan activist Genesis Butler filming at Pollution Studios
VO: A lot of companies try to partner with influencers for free. What is your opinion on this?
AB: You get what you pay for. Getting free product is fun, but if the brand doesn’t value the partnership, why should the creators? I know lots of amazing creators willing to offer discounts to mission-driven brands and nonprofits, so there are a lot of opportunities for emerging brands to stretch their budgets and still achieve their marketing goals.
VO: What about posting guidelines? How strict are you on these?
AB: A large part of my job is making sure that everyone is aligned on expectations. If a brand has really specific needs, it’s best to express them clearly in the brief. But, the beauty of creators is that they are creative. Some of the most successful campaigns I’ve worked on have been ones where talent was given room to have big ideas and try bold things.
VO: Can you tell us about your favorite past brand-influencer partnerships?
AB: I was sponsored by Yves (plant-based deli slices) to be their official vegan sandwich partner. Which was the first time anyone had ever sponsored sandwiches in that way. It was fun to continually think of new ways to talk about sandwiches, and at the same time, the weirdness of the partnership led to some really engaging conversations around why I liked the brand.
VO: How do you hope to improve the brand-influencer relationship through Pollution Studios?
AB: We’re really trying to streamline things from both the brand and talent perspective while holding on to the creativity that powers the best content to stand out. Above all, we want this industry to be sustainable and the best way to do that is for mission-driven brands and impactor creators to work together to build audiences and drive engagement and sales.
VO: Do you have any advice for creators just getting started?
AB: Be strategic—what’s your niche? Who are your role models? And what does success look like? Also, focus on the things that are the most fun and meaningful for you—each post is a chance to express yourself and connect with an audience. How cool is that?
Pollution Studios is based in Downtown Los Angeles, but works with brands and creators across the globe. Past partners include Discovery+, NFL, Peloton, Perrier, Impossible Foods, Miyoko’s Creamery, and more. Services offered range from strategy, creative, talent, and development to production, post production, campaigns, and channel management.
For more information, visit PollutionStudios.com and follow @pollutiontv on Instagram.
