YouTube creators have a big opportunity in front of them to capitalize on the video platform’s growing audience (122 million active daily users) and share of streaming and TV views (about 10% of overall viewership).
With connected TV consumption set to rise continually for the foreseeable future, now is the time for creators and brands to seek out mutually beneficial business relationships that provide advantages to both parties:
- Creators can monetize the popularity of their YouTube channels by aligning with relevant brands whose products they can promote through their videos.
- Consumer brands can tap into the sizable, built-in audiences these creators have steadily built over the years and build strategic partnerships with them.
A barrier for YouTube creators and brands to engage and establish partnerships with one another, though, has been simply finding and learning about one another to see if they’re a strong match (i.e., if they have overlapping audiences).
To bridge this gap and empower YouTube creators to focus more of their time and energy on high-quality, scalable production instead of seeking out brand partnerships, Fieldbook Studio, a venture studio operated by Alloy Partners, has created Coaxial Collective.
Coaxial Collective, led by CEO and Co-founder Myra Dallas, will help creators better appeal to both their communities and potential brand partners and present new avenues for revenue growth that go beyond a YouTube channel’s limits.
We spoke with Myra to get insights into her career to date, how she became founding CEO of Coaxial Collective, and how creators and consumer brands alike can capitalize on the company’s unique creator collective model.
Can you talk about your background? What other companies have you worked and advised for recently?
I bring over 30 years of experience spanning sales leadership, logistics optimization, data analytics, digital marketing, creator-economy initiatives, and executive management across established companies and high-growth startups.
Most recently, I served as CEO at Acorn Influence (now part of New Engen) where I spearheaded our go-to-market strategy, sales operations, and organizational development from inception to a nationally recognized industry leader, culminating in a successful acquisition.
Prior to this role, I held leadership positions at Transplace (now part of Uber Freight), Propak, and Staffmark, where I drove strategic initiatives in sales excellence, business development, forecasting, marketing innovation, and enterprise risk mitigation.
My advisory portfolio includes many growth-stage ventures across tech-enabled analytics platforms, specialized marketing services, and direct-to-consumer brands in the beauty and over-the-counter sectors.
In these advisory capacities, I've provided strategic guidance on customer acquisition frameworks, P&L optimization, predictive forecasting, customer retention strategies, marketing, and leadership coaching.
Tell us how you learned about Coaxial Collective and what about the startup led you to want to join as CEO.
I first encountered Coaxial during a 2024 presentation with the Fieldbook team, who presented their initial concept. What immediately struck me was their innovative approach to this niche area within the YouTube creator economy.
After speaking with Fieldbook and Alloy Partners, I became convinced that Coaxial Collective offers a compelling and unique opportunity to build something transformative from the ground up: a collective that empowers and supports creators while providing measurable value to brands.
This model aligned perfectly with my experience in the space and the vision for where the industry needs to go.
What ultimately convinced me to join as founding CEO was the authenticity and passion of the Fieldbook team combined with Alloy Partners' proven venture studio model, which presented a strong foundation upon which to build a category-defining company in the rapidly expanding creator economy space.
How did your experience running Acorn shape your outlook on both the content-creation and influencer-marketing space?
My tenure as Acorn CEO provided invaluable insights into both the tremendous potential and persistent challenges within the creator economy. Leading our talented team through periods of rapid growth and market evolution revealed three critical lessons that have fundamentally shaped my perspective:
- First, creators achieve their highest potential when they can focus primarily on content development while supported by robust operational infrastructure. When freed from administrative burdens, we witnessed remarkable improvements in both content quality and creator longevity.
- Second, brands consistently struggle to find authentic integration opportunities that deliver measurable ROI. Despite significant investments in influencer marketing, many companies still approach creator partnerships tactically rather than strategically, limiting their effectiveness and sustainability.
- Third, the most successful partnerships invariably emerge when creators maintain their authentic voice while accessing enterprise-level resources, analytics, and strategic guidance. This balance between creative independence and business sophistication proved essential for long-term success.
These observations highlighted a significant gap in the market — precisely what Coaxial Collective's mission, vision, and purpose address. We're committed to preserving creator autonomy while establishing strong, meaningful, and trusted partnerships that offer scalable business opportunities.
By systematically removing operational barriers and administrative burdens, we enable creators to focus on their core strengths while providing brands with more strategic, measurable collaboration opportunities.
The future of creator economics isn't just about better tools or bigger audiences. It's about creating sustainable business structures that align incentives across the entire ecosystem.
This is the foundation upon which we're building Coaxial Collective.
Why do you think strategic creator collectives like Coaxial are the next evolution of influencer marketing?
The creator economy has evolved through distinct phases: from early individual influencers to agency representation, to creator marketplaces. Each iteration addressed certain issues but also created new limitations.
- Individual content creators face arduous, unsustainable workloads, as they have to manage both day-to-day business operations and content creation at the same time.
- Agencies provide support but often prioritize brand interests over creator autonomy.
- Marketplaces offer broad reach but struggle with quality control and strategic alignment.
Coaxial Collective represents the next evolutionary step by combining the best elements of previous models — creator autonomy, operational support, and authenticity assurance — while eliminating key drawbacks.
By organizing creators with complementary audiences and values into a collaborative network where we will enable more sophisticated brand partnerships, shared resources, and collective bargaining power.
Coaxial Collective’s will invoke a new approach and thought leadership into how and why our curated YouTube collective should be viewed, compensated, and measured.
Explain how B2C brands fit into the collective business model. How can they benefit from Coaxial Collective?
For consumer brands, Coaxial Collective solves a few persistent challenges in creator-led marketing strategies.
For starters, instead of managing relationships with dozens of individual creators, brands can partner with Coaxial Collective, which represents a carefully curated, pre-vetted group of YouTube creators who already share audience overlap and values alignment but also have organically built a network of engaged subscribers.
This results in viewership and responses which consistently outperforms.
Coaxial Collective’s network also enables more sophisticated, multi-channel campaigns with consistent messaging across various creator styles and platforms. This creates deeper audience engagement and long-tail value well beyond the traditional one-off influencer posts.
What’s more, comprehensive performance metrics that track audience journeys across multiple creators, offer unprecedented insight into campaign effectiveness and ROI. Brands also benefit from a collaborative ideation process, where multiple creators contribute strategic input, resulting in more authentic and effective integrations.
You're just starting your journey at Coaxial, but what's next? What's got you excited about the future?
While we're in the early stages, our strategic roadmap is already taking shape with several high-impact initiatives underway. We're focused on three core priorities that will establish our market position and drive initial growth:
- We're strengthening and expanding our creator ecosystem — deepening relationships with our founding creators while selectively bringing new talent into our collective. This careful curation ensures we maintain the quality and alignment that makes our model distinctive.
- We're building strategic partnerships with endemic and non-endemic brands and agencies. These relationships help validate our model through early success stories and generate immediate revenue.
- As we look further ahead, our vision extends beyond conventional marketing to developing creator-led product lines and IP that can be commercialized through our collective structure. This approach creates entirely new revenue streams for our creator partners and for Coaxial Collective.
What truly energizes me is the chance to fundamentally reshape how we support creators in pursuing their passions while also building a high-growth, scalable business. By aligning creator success with business outcomes, we're creating a model that delivers exceptional value to all stakeholders: creators, brands, and investors alike.
This is just the start of what we think will become the dominant framework for Coaxial in the coming years.
