Michael Jordan, Beyoncé, Jay-Z, Taylor Swift – everybody knows their names. More than just celebrities, they became cultural icons that influence our tastes, choices, and even passions.

However, the digital space has changed the game. Today, you don’t have to be an NBA or music star to grow an audience that engages, trusts, and listens to you.

Influencers have emerged as the new celebrities, displaying trust and relatability to engage audiences in ways traditional stars often can’t. Just think of MrBeast, PewDiePie, or Kim Kardashian.

What is their secret?

Tiffany Hardin, Founder and CEO of Gild Creative Group, joined Russ Perry in this episode of Jar of Genius to share how today’s influencers command attention, the secret sauce to win audience trust, and how to effectively leverage influencer marketing depending on your business.

Tiffany is an award-winning executive marketer, investor, and educator with a degree in Entertainment Management. She has worked at top Hip Hop talent management firms, Violator (Missy Elliott) and Hustle Period (Kanye West), collaborating with major and independent talents. Before starting Gild Creative Group, Tiffany held leadership roles at WeWork, digitalundivided, and Black Girl In Om.

Tiffany has also taught Capstone and Partnership courses at NYU’s Tisch and Stern Schools, guest mentored and lectured at AWS Impact Accelerator for Women, and featured as a lecturer for Billboard’s Music Industry Essentials Online Certificate Program. Additionally, she advocates for alternatives to “hustle culture,” providing professional development and lifestyle guidance through her brand, Conscious Hustler.