The Conduit Effect: Building Creative Content That Connects With Millions

About Chase

Can you tell me about your role right now and the path to get there.

Right now, I operate as a vertically stacked creative content agency for both B2B and B2C brands. After 15 years producing music for top global campaigns like Google and Samsung, the shift happened when AI tools evolved enough for me to take over the entire creative pipeline. Being able to run the full stack - direction, script, visuals, voice, music - isn't just more creatively satisfying, it's also inevitable. It benefits both the creator and the client by unlocking high-quality content at a fraction of the traditional cost and turnaround time.

Building Experiences People Love

What's one thing you've seen consistently make people love the experience when it comes to your field? How do you know when you've hit that emotional sweet spot with users?

Content is a dynamic game that's always evolving with the audience's taste. I'm a part-time creator, but a full-time audience member - and that's what I love most about the work. It's guided by how I feel. When something I see hits me a certain way, I know there's gold in it.

Creating always starts with a question mark. The first step is experimenting. Then there's this magic moment when the pieces start clicking and the direction begins to reveal itself. It's about leaning into those signals and seeing where they lead. Once it starts to land, that feeling becomes the thing you're trying to lock in and pass on. So the whole journey is this balance between directing the process and stepping back to experience it like your audience would.

"I'm a part-time creator, but a full-time audience member - and that's what I love most about the work. It's guided by how I feel."

Can you share a moment when you realized something you built really connected with someone?

I was working with this insanely talented singer named Jaspa on a moody beat I produced, and the first thing that came out of his mouth ended up on the final record. No overthinking, no filter - just a direct megaphone from his soul. That track, 3AM, got picked up by Spotify and did over 10 million streams. We got messages from all over the world from people telling us how it made them feel - a million and one different interpretations. We tried making more records together, but nothing ever hit quite like 3AM.

What's a small detail or decision that made a big difference in how people responded?

The cool part was that everything I learned from making music for commercials translated naturally into full-stack content creation. So a lot of the game stayed the same - it's never about stamping your fingerprints on the work. It's about being a conduit for the core message and letting it bring itself to life.

"It's never about stamping your fingerprints on the work. It's about being a conduit for the core message and letting it bring itself to life."

How do you currently understand or measure whether people actually love what you've created?

In the royalty-free music game, it was cut and dry - sales did the talking. With content creation, my metric starts with how it feels to me. Then I look at whether that feeling translated clearly to the client, and ultimately to their audience. It's still a feeling-based game, so using a tool like OptimizingAI to tap into a broader emotional sample size would be super useful.

Who Does It Well

If you're looking for inspiration - what companies inspire you?

Independent content creators on X. AI tools and workflows are evolving so rapidly, and are so accessible that some of the coolest and most inspiring stuff can come from literally anyone. Companies that I think get it are - Higgsfield AI, IKEA, Apple.

What's a brand that consistently makes you feel something when you interact with them?

It's cliche but I have to say Apple. The way their products integrate feels so effortless it feels instinctively natural and humanistic.

Can you think of a company that seems to really understand their users' emotions? What do they do differently?

AirBnb. Their business model is short-term renting but their true operation is managing the emotions of both customers and hosts. Home sharing comes with a lot of unknowns and high expectations, and balancing the needs of both sides is a complex task. What they do differently is recognize that their ecosystem depends equally on both, and they walk that line with precision.

"Their business model is short-term renting but their true operation is managing the emotions of both customers and hosts."

From feeling to creating

At the end of the day, digital creation is about emotions. Best creators become a conduit for their audience's feelings.

That's where the true impact is made. Finding that moment that touches hearts ...and truly moves millions.