Why Every Brand Will Be a Media Company with JT Barnett

In Season 4, Episode 13 of Turning Pro, Ben Sharf sits down with JT Barnett, the former professional hockey player turned founder and CEO of Creator X. JT’s story is a case study in reinvention. After leaving hockey, he went all-in on content, building brands, and helping others navigate the creator economy with intention.

He’s best known for helping companies like Poppy crush organic growth, but what makes JT different is how deeply he understands both sides of the game. He’s a creator at heart, but a strategist by trade. In this episode, he shares the systems behind content that converts, how creators should think about audience-building, and why most brands are still getting it wrong.

JT breaks down the new rules of attention, why emotional connection is your only moat, and how community is built one relationship at a time.

Listen to Season 4, Episode 13 of Turning Pro on Apple Podcasts, Spotify, or YouTube.

10 Key Takeaways from JT Barnett’s Episode

1. Build One Channel First: Don't try to launch five accounts at once. Pick one that feels natural and sustainable. Nail that before spinning up verticals.

2. Know Exactly Who You're Creating For: Your end consumer dictates everything — style, tone, cadence, even where the content lives. Get clear on your person, and the format follows.

3. Perfect Content Doesn’t Win. Consistent Content Does: JT ships when it's 80 percent done. He'd rather post more often and learn in real time than overthink every video.

4. Don’t Quit Your Job Without a Runway: Creating content full-time sounds exciting, but if you're stressed about rent, your content will suffer. Ease into it and protect your energy.

5. Every Brand Is Competing with Creators: You're not just fighting for attention against other companies. You're in the feed with athletes, vloggers, and comedians. Content has to be native, not corporate.

6. Audience Confusion Kills Reach: If you’re posting about fitness, business, and family life on one account, the algorithm doesn’t know who to serve your content to. Create lanes, and go deep in each.

7. Brands Should Act Like Creators: Instead of building campaigns, JT helps brands think like creators. They develop characters, shows, and content series that feel personal and familiar.

8. Collab Posts Can Unlock Growth: When building a new vertical or series, invite guests to co-post. It boosts distribution without confusing your main feed's content signal.

9. Community Should Exist Without You: The best communities don’t rely on a founder’s presence. FORM, JT’s wife’s company, is built with members who shape product decisions and keep the culture alive.

10. Be the Media Network, Not Just the Talent: JT wants to offer brands ad placement across multiple channels. Whether it's family content or business breakdowns, he controls the slots and pricing. This is the future of creator-led brand deals.

JT Barnett is proof that creators are the new distribution. His approach is both tactical and human. It’s not about going viral once. It's about building systems that let you show up every day, connect with your audience, and keep their attention over time.

If you're a founder, a content creator, or a brand still stuck in 2019 strategy mode, this episode is a blueprint for where the internet is heading.

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