Creators Inc. with Matt Sandler cover art

Creators Inc. with Matt Sandler

Creators Inc. with Matt Sandler

By: Matt Sandler
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 Join Amazon's GM, Creator Services Matt Sandler as he invites a creator and their key business partner to pull back the curtain on the business of entertainment. Matt's conversations begin with the partnership itself: how it started, how it evolved, and what it actually looks like to build a career from the inside. From there, the discussions expand into the decisions that really matter: the deals taken, the deals walked away from, and the moments of instinct that changed everything. Through a series of pointed but conversational questions, Matt creates an atmosphere where his guests reveal more about how the business actually works than you'd ever expect to hear out loud. The entertainment industry can feel like a black box. In Creators Inc., it becomes the lens through which we understand ambition, ownership, risk, and what it really takes to build something that lasts.2025 Art Economics
Episodes
  • Symba and Cas Grigsby on Space Jam, NFL Freestyles and Making A Million In A Year Without Dropping Music

    Symba and Cas Grigsby on Space Jam, NFL Freestyles and Making A Million In A Year Without Dropping Music
    Mar 26 2026

    In this episode of Creators Inc with Matt Sandler, rapper Symba and his manager and business partner Caston "Cas" Grigsby trace the through-line from a teenage party promoter charging five dollars at the door in Northern California to landing a role in a major Hollywood film and closing equity deals with Series B startups. From the moment Cas saw Symba on a Santa Monica stage, to the nine months they spent in the studio talking more about business than recording music, the two map out a partnership built on radical honesty and a refusal to be anything but authentic. Together they unpack what it really means to be a multi-hyphenate in today's entertainment landscape: why music is a marketing tool, how a calculated bet on an NFL freestyle turned into Monster Energy and Mitchell & Ness partnerships, and why knowing what you're giving—not just what you're selling—is the anchor of their business philosophy. This is a conversation about building something real when the old rules no longer apply.

    Chapters:

    00:00:00 - Intro

    00:00:17 - Getting Space Jam 2

    00:02:30 - Growing Up In the Bay Area

    00:04:55 - From Basketball to Rap

    00:07:54 - How Cas Met Symba

    00:11:35 - Initial Disagreement Between Symba and Cas

    00:13:20 - Discipline In the Studio / Honest Exchange

    00:16:22 - Shift In How to Sell Music

    00:22:49 - Ability to Connect / Building Business from Authenticity

    00:30:18 - Business of Symba Today

    00:32:02 - Viral NFL Freestyles & Partnerships

    00:34:36 - Breaking Into Acting

    00:37:26 - Making a Million Dollars Outside of Music

    00:43:10 - How to Align With the Right Brands

    00:45:11 - What Symba Wants to do with Amazon

    00:48:55 - What Nipsey Hustle Taught Symba

    00:50:38 - What Clarence Avant Taught Cas

    00:53:22 - Most Important Check

    00:58:04 - Outro
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    58 mins
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