Emma Svenningson

Brand deals are out, building your own brand is in. Successful creators have long realized how risky it is to rely solely on brand deals. If you want to last, you have to build something of your own. The fact that most creators fail at this is something we see time and time again in headlines. Together with Melrose Coffee founder Emma Svenningson, we’ll break down the dos and don’ts of building a successful creator brand. This masterclass will show what it really takes and how six key steps can make the difference between a PR disaster and long-term success.

How social media has changed the world of food—and why simple recipes are no longer enough. Food content on social media has evolved far beyond traditional recipes. Today, trends, aesthetics and storytelling often matter more than the ingredient list itself – from glitter in sourdough bread to elaborate cake designs and viral challenges. As food increasingly becomes an entertainment and lifestyle format, it also opens up new opportunities for collaborations with brands beyond the food space, from lifestyle to beauty. But what does this shift mean for creators, communities and brands?

Is it too late to start social media in 2026? Emma and Alex say: No — but the rules of the game have changed. Today, reach is built faster than ever before, yet few manage to turn it into a real business. This is exactly where the wheat is separated from the chaff: creators vs. entrepreneurs. Emma and Alex show how to turn attention into value—and why social media is just the beginning today.