The entertainment industry has changed exponentially over the past decade, due to streaming platforms disrupting the established studio and network system, as well as social media, AI and other technological advancements. There is also a good chance that you will learn about a new movie, TV series, game, or other form of entertainment through content on social media. Gone are the days when studios and networks relied on massive billboards on a busy highway as their primary means of getting the message out to the masses about their latest blockbuster. If a campaign doesn’t revolve around or at the very least include some piece of digital content, good luck breaking through the zeitgeist!
And there are dedicated companies who understand this shifting landscape and are working with the major Hollywood studios, platforms and networks to reach audiences in new, exciting, and authentic ways, relying on the popularity and reach of content creators and influencers. One of the leaders in this space is QYOU Media, and we had the opportunity to learn more about their work from EVP Lexi St. John.
Lexi’s job is both fascinating and inspiring to read about, because she has carved out a career for herself beginning in a more traditional trajectory, and pivoted to the creator-economy multi-verse (let’s call it that!) which has ensured not only her personal success, but a model for longevity in the business for any aspiring executive.
After beginning her career as a TV writer and producer, working on shows like ‘CONAN’ and ‘Saturday Night Live’, Lexi pivoted and now leads the QYOU team responsible for all things creative, including format development, content strategy, talent casting, script writing, production, and editorial. To date, she has spearheaded award-winning creative campaigns associated with 15 movies opening #1 at the box office.
In case you aren’t familiar, QYOU is a media and marketing company powered by the creator economy. QYOU specializes in driving awareness, excitement and engagement for brands across social platforms at scale, with cultural impact. What Lexi is doing by bringing together content creators to help elevate the message of major movie campaigns is super cool!
Because of its massive reach internationally, QYOU has been tapped by Hollywood studios and gaming brands such as Paramount and Activision to spearhead major creator-centric marketing campaigns for their releases, such as Scream VI, Wonka, and Call of Duty Modern Warfare III, for instance. She most recently executed the collaboration between content creator Nathan Apodaca, aka @DogFace, and the Paramount movie ‘Bob Marley: One Love’.
We had the chance to speak with Lexi about her career, how QYOU is doing exciting, unique things in the entertainment space, and the personal advice she would give to anyone looking to advance in the entertainment industry but may be unsure of how to navigate an ever-changing landscape that relies on people being on the forefront of innovation.
Can you first tell us where your media career began, and some of the most interesting jobs you’ve had along the way to QYOU?
My media career began in entertainment as a writer-director with NYU for film and TV. I had a few jobs in the entertainment industry, including internships at Conan, Saturday Night Live, and the Tribeca Film Festival. I also wrote for a Nickelodeon show. After college, I did some short films with my filmmaking degree. But after college, I was like, okay, I’m going to be a writer-director. I wanted to be the next Scorsese, the next Tina Fey. Further down the line, I got the itch for business and really wanted to work on a team.
I joined QYOU Media in 2017 as a post-production assistant which was an entirely new world for me – a different ‘industry’ than I had known growing up, the “creator economy.” I positioned myself to provide solutions and value and ended up launching and running our 24/7 television network in India. Digital creators in India were on YouTube and we curated their content and worked with them to put them on linear television which was amazing. I did that for three years.
I was deeply embedded in our international work. I worked on franchising our QYOU brand to Poland, Malaysia, Indonesia, and the Philippines. I programmed 200-something weeks of television in India. In 2020 as we began to fully localize global operations, I refocused my efforts to help the creator marketing team with strategy.
The role was within the same company, but it felt completely new to me. I saw this as an opportunity to leverage my filmmaking skills to work with creators on brand campaigns on social media. It was a full circle back to my entertainment roots and I was working with leading brands like Paramount, Warner Bros, Hasbro, Ubisoft, Capcom, Hulu, Disney, and so many more.
Since then I have helped grow and shape the business with QYOU Studios, our company’s key differentiator in the market. We produce creator-led marketing campaigns for top brands and develop IPs that are viewed by hundreds of millions of people around the world. I’m proud to be building and leading a team of people I believe are the best of the best in creator marketing.
For people who are not yet familiar with QYOU Studios, can you tell us about the company and your role?
QYOU Studios emerged from our dedication to exceeding client and creator expectations. Initially, we focused on making each post exceptional, driven by our natural writing skills and my entertainment background from NYU. Our “yes” approach to creative challenges, whether unique visual effects or custom sounds, evolved into diverse capabilities. As demand grew, we expanded our team, including experts like Chris Smith for production and operations. Our philosophy has always been to create magic between creators, brands, and their audiences, ensuring we consistently deliver something exceptional.
QYOU has recently worked on some exciting branded campaigns and with some big entertainment and gaming studios. Can you talk about what a campaign involves from start to execution, and how you measure its success?
When working on branded campaigns, we start with the RFP and proposal phases. Once we secure the business, the process varies by client, especially in entertainment and gaming. Initial ideas or strategies often evolve during execution, and our team adapts by providing ongoing creative development and strategy. We become an extension of the client’s team, addressing marketing needs and strategy leading up to release or launch.
The technical process begins with a kickoff call to identify target creators and communities. We work closely with creators to align brand goals with their unique styles, involving real-time ideation, editing, and adjustments to meet deadlines and client needs. Campaign success is measured by its ability to creatively engage the audience and effectively integrate the brand with the creators’ content.
What is the secret sauce to reaching the right audiences and meeting them where they are at, while also leading them toward new and innovative ideas?
It starts with truly knowing your audience: Where are they spending most of their time and attention? What and who are they interested in? From there, we team up with creators who aren’t just popular but also relevant to the campaign’s theme and key messaging. We then build on this foundation with creative storylines that aim to drive engagement and awareness.
Have there been any experiences that pushed you to your limit creatively and personally? If so, how did you navigate through difficult moments?
Our recent campaign for Paramount’s ‘A Quiet Place: Day One’ film was us pushing the limits of what we’ve done and what the audience has seen before. We approached Paramount with the concept of uniting five creators for a story that unfolds across their individual channels. We knew it would surprise and delight fans while driving engagement for the campaign.
Our goal was to highlight the content fans already love from these creators and bring it together in a culturally relevant, entertaining, and creatively told narrative. The results surpassed expectations, and in only three days ‘A Quiet Place: Day One’ hit a franchise record at the box office. The creators involved were all top notch and delivered film quality performances.
You have been credited with taking QYOU to the next level and helping them reach new heights of success under your leadership! Can you talk more about what it takes to be a standout leader in such a cutthroat business, especially one where gender equality is still so lagging?
I like to foster a culture where every idea is valued, a philosophy strongly championed by Glenn Ginsburg, QYOU’s President. I ensure everyone feels safe to experiment and be vulnerable, as creativity thrives in such an environment.
I empower our team to take ownership of projects they’re passionate about. Despite specific job titles, we encourage and support our team to explore different aspects of their creativity, treating them like Swiss army knives. This approach keeps everyone fulfilled and leads to exceptional creative outcomes.
Being a creative executive means being ahead of the curve with creative ideas and innovative strategies to execute campaigns. How do you keep your own ideas fresh, and where do you look to for inspiration?
We thrive with clients and brands eager to take risks. Brands like Paramount, with whom we have long-term relationships, grant us the creative freedom to explore and innovate. This trust is crucial, giving us the space to try new things and find unique marketing strategies and creative solutions.
My inspiration comes from culture, entertainment, and my writer-director education. I focus on crafting the best story and how to tell it, adapting to different platforms, creators, and brands. The fundamentals of character arcs, screenwriting, and story structure guide me. I ask, “Where’s the tension, the drama, the hook?” My entertainment background helps distill the work to its core creative essence, uncovering the “why”—why people will watch this movie or play this game. It’s about finding that reason to believe and supporting it with engaging creative that aligns with that belief.
What advice would you give to someone else who is just starting out in their career, who has the ambition to progress in a similar fashion to you, but may be worried about certain barriers in their way (gender discrimination, educational barriers, proximity to opportunities, getting their resume seen, etc?)
My advice is to not be afraid to voice your ideas. More so, it’s about feeling the fear and doing it anyway. Early in my career, I was hesitant to share my thoughts, but I realized that advancing your career involves confidently contributing your ideas and opinions in a way that adds value.
Identify where you can provide the most value and align it with what’s valuable to the company or leadership. For instance, when I started at QYOU, I knew my strength was in my editorial skills. I leveraged that to contribute to promos and pilot episodes, showcasing what I could bring to the table.
Want to see the best viral videos and user-generated content around and see some of Lexi’s work? Head over to QYOU and thank us later!
