Monetizing Media: KG’s Journey Blending Magazines, Events, and Nonprofit Impact

Episode Summary

Welcome back to the Minding My Creative Business podcast—the go-to show for creatives looking to master strategy, structure, and self-development! In today’s episode, hosts ShySpeaks and Ron “iRonic” Lee Jr. sit down with KG, the visionary founder behind Cosign Enterprises. KG takes us on an inspiring journey through the evolution of Cosign—from its beginnings as a magazine spotlighting untold stories in the creative and business space, to its growth into a multifaceted media enterprise with ventures in digital content, event production, and a foundation dedicated to empowering youth in media and storytelling.

Together, they dive deep into the reality behind building a sustaining multimedia brand, discuss the power of leveraging community, and break down how to monetize creativity—whether through print, digital, events, or partnerships. KG opens up about his transition from creative to business-minded entrepreneur and shares actionable advice for creatives ready to scale their impact and income.

If you’re aspiring to grow your creative hustle into a thriving business, or you’re looking for insights on building authentic community and legacy in the multimedia world, this episode is packed with gems you won’t want to miss!

Timestamped overview

00:00 Entrepreneur and Founder of Cosine

04:22 Expanding Programs and Partnerships

07:14 Community-Driven Nonprofit Collaboration

10:44 From Artist Spotlight to Multimedia

14:11 Advertising Pricing Strategy

19:03 Full-Service Branding Realization

21:49 "BET Experience: Networking with Artists"

25:17 Efficient Magazine Production Tips

28:42 Entrepreneurship Partnership Opportunity

31:43 "Vision Expansion Beyond Bootstrap"

33:38 Navigating Media Pricing Challenges

37:25 "Multimedia Events Strategy"

39:22 Community Engagement for Monetization

44:12 Emerging Artists and Brand Collaboration

47:59 Event Sponsorship Pricing Strategy

51:28 "Grateful for the Platform"

53:47 Volunteer Opportunities for Creators and Entrepreneurs

55:33 Engage with and Share Content

Key topics and bullets

Absolutely! Here’s a comprehensive breakdown of the topics covered in the episode "MMCB Season 4 Episode 4" with main topics and related sub-topics:

1. Introduction to the Podcast and Guest

• Overview of "Minding My Creative Business" podcast mission (strategy, structure, self-development for creative entrepreneurs)
• Introduction of hosts: ShySpeaks and Ron “iRonic” Lee Jr.
• Introduction of guest: KG, founder of Cosign Enterprises

2. KG’s Background and Cosign Enterprises

• KG’s self-introduction (father, entrepreneur, former basketball player)
• Overview of Cosign Enterprises and its components:
• Cosign Magazine (print and digital)
• Cosign Media (content creation, marketing)
• Cosign Studios (creative space)
• La Vida Cosign (storytelling for Latinos)
• Cosign Foundation (non-profit arm for youth and students)

3. The Creation and Purpose of Cosign Foundation

• Motivation for starting the foundation
• Already performing community service and education before formalizing the non-profit
• Importance of legal foundation for fundraising and impact
• Partners and support in Dallas (e.g., Behind Every Door, Let the Beat Build)
• Programs offered:
• Business programs and cohorts
• Media production education (podcasting, photography, videography, storytelling)
• Community collaboration and events

4. Making Programs Accessible Without Charging Students

• Importance of not charging for student participation
• How partnerships and grants allow free programming
• Approaching organizations with existing student bases
• Leveraging grants for equipment and staffing
• Building trust and recognition in the nonprofit space

5. KG’s Path into the Media Industry

• Early desire to become a psychologist
• Teacher's advice to pursue journalism/advertising/marketing instead
• College and early experience in magazine publishing (Ozone Magazine internship)
• Transition to entrepreneurship (saving money overseas, launching Cosign)

6. Transforming from Print Magazine to Multimedia Company

• Necessity of adapting to changes in technology and audience habits
• Combining print, online, social, and events for larger reach
• Pricing strategies: justifying higher ad rates through omni-channel packages
• Tracing industry standards by observing major brands (Vice, Complex, etc.)

7. Business Model, Pricing, and Scaling Strategy

• Increasing perceived value for advertisers by bundling print and digital offerings
• Events as an added value for advertisers
• Retainers and community subscription models for recurring revenue
• Importance of building and pricing for scale

8. Core Offerings and Staying on Brand

• Maintaining focus on media, marketing, and advertising
• Diversifying formats (magazine, digital, studio, events) while keeping the core essence
• Avoiding "new shiny thing" distractions

9. Evolving Operations and Structure

• Differences between producing print and digital content
• Print: quarterly, linear workflow, fixed features
• Online: daily content demands, short attention spans, need for greater volume and engagement
• Reverse engineering content output to meet advertiser goals

10. Networking, Events, and Community Building

• Strategic decisions about investing in events and conferences (ROI, target audience)
• The role of networking in building business partnerships and community

11. Events as a Revenue Stream and Community Builder

• Origin of Cosign’s event strategy (from magazine releases to larger networking events)
• How events fuel community engagement and brand loyalty
• Lead generation and relationship building through events
• Monetization of events:
• Revenue streams: ticket sales, vendor fees, sponsorships
• Importance of ticket/vendor sales covering event costs, with sponsorship as profit

12. Sponsorship and Revenue Models for Events

• How to price sponsorships (scaling based on reach, platform, and event size)
• Examples of successful sponsorship models (e.g., Blavity AfroTech)
• Aligning sponsorship and event scale (from $5,000 to $1M+)

13. Business Mindset Evolution

• Transition from creative-driven to entrepreneur-driven thinking
• The importance (and timing) of switching to a business mindset for revenue and growth
• Challenges of monetizing media ventures (audience building precedes revenue)

14. Guidance for Creative Entrepreneurs

• Importance of blueprints tailored to creatives, not just generic entrepreneurship advice
• Building infrastructure as media organizations scale (admin, operations, project management)
• Leveraging both creative and business responsibilities

15. Opportunities to Support or Engage with Cosign

• Ways listeners can support the Cosign Foundation (volunteering, participating)
• Upcoming entrepreneur programs and education

16. Call to Action and Closing

• Promotion of Cosign’s YouTube channel for more content and mini-masterclasses
• Encouraging interaction with the MMCB podcast community
• Podcast’s signature closing mantra on intention, consistency, and laser focus

Links & Resources:

• [Business Funding](https://www.creditsavnt.com) - Get your creative business funded through Credit Savant.
• [Creativepreneur Gear](https://www.whatstheirony.com) - Get your creative entrepreneur apparel from What's the Irony.

Links referenced in this episode:

• cosignmag
• cosignnetwork

Closing Remarks: Thank you for tuning in to this episode of the Minding My Creative Business Podcast! We hope you found valuable insights and strategies to apply to your own creative journey. If you enjoyed this episode, please rate, follow, share, and review our podcast. Stay tuned for more enriching discussions and expert advice in our upcoming episodes. Keep creating and stay inspired! 

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ABOUT US We’re Ron & ShySpeaks, two music industry creators marching to the tune of entrepreneurship. Our goal is to help our creative peers keep in step by taking them behind the brands of some of wildly successful creative entrepreneurs. Our interview-styled podcast gives access to the strategy and structure that turn creative arts into viable 6, 7, and even 8 figure business!