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How to build authentic connection at scale

You might not know Trevor McFedries yet, but if you’re on Instagram, you’ve probably met Miquela. She has millions of followers, hit singles and lucrative contracts with brands. But she’s not actually real. Miquela’s the creation of Trevor’s stealthy creative media studio Brud, and the delicate balance they strike between artificial and authentic is a master class for any scaling company. In this first-ever in-depth interview with Trevor, he shares his bold plan to create celebrity at massive, multilingual scale; his advice for entrepreneurs of color as they fundraise; and his guidance for anyone connecting at scale: That once you build that connection with your audience, they don’t care HOW you made it. All they care about is how it makes them feel. Cameo: Alison Darcy (Woebot).

“If we get this right, we can share a lot of really important stories with the world.”

— Trevor McFedries
About the guest:
trevor_mcfedries

Trevor McFedries is the co-founder of Brud, a media company that creates digital characters and story worlds at scale. He’s the co-inventor of virtual characters Lil Miquela, Black and Bermuda. In his career, he’s been a touring DJ (as Yung Skeeter), a music producer, a designer and an artist advocate at Spotify.

About the host:
reid_hoffman

Reid Hoffman is the host of Masters of Scale. A Silicon Valley entrepreneur and investor, he’s known for his spot-on insights on how to scale a startup. He’s a partner at Greylock and co-founder of LinkedIn, and co-author of the best-selling Blitzscaling and The Startup of You.

Also featured in this episode:

Alison Darcy, PhD, is the founder and president of Woebot Health. She is a clinical research psychologist; her work to explore digital treatments began…

To build an authentic connection with your customers, you need to do some things that may feel artificial.

Transcript of Masters of Scale: How to build authentic connection at scale
Masters of Scale’s mission is to democratize entrepreneurship. Launched in 2017 as a weekly podcast featuring Reid Hoffman, we’re now two weekly podcasts — Masters of Scale with Reid Hoffman, and Masters of Scale: Rapid Response, hosted by Bob Safian — as well as an award-winning daily learning app, a best-selling book, virtual and live events, and more, serving a global community of founders, funders, and leaders looking to innovate at scale.
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