Meet the interior design creator who made a reluctant pivot that paid off

Like many creators, Julie Sousa’s journey first started during Covid, when she began uploading educational interior design videos to TikTok. She already had a successful interior design business based in Boston, but quickly realized as her follower count grew that there was more money in doing her own projects and building out her creator career.

But Sousa, like many creators, eventually reached a point where her creativity and content production took a backseat to contract negotiations and wading through a sea of partnership emails. Two years into her journey, she decided to start working with Emma Clarke, director of talent at Currents Management, who not only took the contract and opportunity reins from Sousa, but gently steered her toward a more sustainable creator track.

Sousa’s background in marketing made experimenting with content creation a no brainer, and her quick ascension proved she understood the inner workings of platforms like Instagram and TikTok. But because her content was focused on incredibly intensive, time-consuming home DIY projects, by 2022, the time she was spending working on deals and reading through contracts was putting a damper on her creativity. Continue reading this article on digiday.com . Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.