Oza: Modern influencers broadly demand brand equity over flat cash deals
Rohan Oza · Rohan Oza: How to build a brand that captures the moment | Masters of Scale · Jun 4, 2026 · at 23:31
Rohan Oza, founder of CAVU Consumer Partners, reflects on the evolution of influencer compensation following Poppi's equity deals.
0:00 / 0:05exact quote · 5.7s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“And now every influencer wants an equity plan the same way that artists and celebs wanted it back in the day.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Rohan Oza
Oza: Standout packaging requires trusting your gut over market research
“And then in the end, there's a gut feel, because if it's just research, then everyone's gonna have great packaging. Cuz you have the same research agency, you'll show them 10 designs. I think finding the right designer and going with your gut is a big part of …”
Oza: 50 Cent made 10 times more from Vitaminwater than initially projected
“And he knew what he was capable of more than I did, because I had a number in my mind of what I thought 50 could make. And I think he made 10 times that.”
Oza: Celebrity partnerships fail unless the talent genuinely connects with the brand
“And I think it's important for them to feel the brand because when they do, they go above and beyond. And when we go forward and I'll talk about other brands, it makes a massive difference, especially on entrepreneurial brands.”
Oza: Brands cannot bypass agents to pitch celebrity talent directly
“First, make sure you have a good relationship with the agent, because You can't go around the agent. The agent's their go-to person. So there's no going direct to artists. So foster that direct relationship with the agent.”
Oza: Direct meetings with talent are mandatory before signing endorsement deals
“And then a core part of the final negotiation is I'd like to say with the artist. Because in the end, they're representing our brand. So all the upfront negotiation, you're never going to get there, but you have to, you know, it's almost a house. You got the f…”
Oza: Corporate America views fast-moving, non-political innovators as liabilities
“Corporate America, a lot of chess moves they get nervous when you move very fast, and when you make stuff creative, and where you're not playing politics, well, not for to be fair, I was playing politics terribly. You feel more like a threat than a liability t…”