How to connect with creators, build meaningful collaborations, and unlock opportunities by understanding the true social media economy.
A client recently asked me a familiar question: “Do you think this content creator would agree to be interviewed by me?”
The creator in question is a talented YouTuber known for crafting lo-fi remixes of iconic wrestling themes. My client, a rising pro-wrestling content creator, had been using this music to enhance his own streams and wanted to bridge the connection into a conversation.
My answer was simple: Stop asking, and start paying.
Not with money, necessarily, but with the foundational currency of the internet: Attention.
This interaction perfectly illustrates a core principle I teach: In the realm of social media, if you want people to move your way, you have to pay them with any combination of two currencies: money and attention.
Most of us don’t have endless budgets. But we all have access to an infinite reserve of focused attention. The strategic spending of this attention is the master key to building connections, especially with creators.
Here’s the psychological truth behind it: Creators have egos that are easily stoked. This isn’t a criticism; it’s a reality of putting your art and persona into the digital arena. That ego isn’t just vanity; it’s a protective shell, a measure of validation, and a gauge of impact.
When you pay genuine attention to a creator—by deeply engaging with their work—you are making a deposit into their emotional account. You are acknowledging their effort and affirming their value.
As I told my client: “Paying the ego is like paying the bouncer.” You’re not bribing the main act yet; you’re getting past the gatekeeper—the natural skepticism and the crowded inbox. Consistent, public appreciation is your VIP pass.
So, what does this look like in practice? Forget the cold DM that starts with “I have an opportunity for you…”
Instead, your content’s importance is a reference point, a chance for anyone to prove your authenticity, but what you have to say isn’t more important than the answer or comment you leave in their comment section.
Before you ask if Person A will talk to you, start talking to them publicly, and you will get your answer.
For my client, this meant:
- Moving from silent user to vocal fan: Going beyond just using the music. It meant tagging the lo-fi creator on streams, sharing the tracks with credit, and explaining why the specific remix enhances the mood.
- Engaging in their space: Leaving thoughtful comments on their YouTube videos—not just “great track!” but commenting on the specific sample used, the mood it creates, or how it recontextualizes a wrestling memory.
- Building a public narrative of appreciation: This creates a visible trail of respect and genuine fandom.
This process does two critical things:
- It proves you are not a transactional hit-and-run. You are a part of their community.
- It warms up the request. By the time the interview pitch arrives, it’s not a cold call from a stranger. It’s the next logical step in an existing, respectful dialogue.
The creator feels seen and valued before being asked for something. The “ego” is satisfied, the authenticity is verified, and the gate swings open.
The Lesson for Your Own Growth:
Whether you’re seeking collaborations, interviews, or simply to build a network of influential allies, remember that attention is the highest-denomination currency you carry.
Play the long game. Invest your attention generously and intelligently. Study the work of those you admire, and pay them in the public currency of meaningful engagement. Stoke the ego not with empty flattery, but with the proof that you truly see their craft.
Stop wondering if they’ll talk to you. Start a conversation on their turf, pay your dues in attention, and watch as the connections you seek begin to move your way.
Jarrod Q. Simpson helps clients navigate the human psychology of digital networks to build authentic authority and powerful partnerships. For more insights on turning attention into access, explore the blog.