Zyper’s Amber Atherton: “From ‘Made in Chelsea’ to a garage in Palo Alto”

The Times Tech Podcast

Will Morley

Business, Unknown, Technology

4.9 • 654 Ratings

🗓️ 26 June 2020

⏱️ 35 minutes

🔗️ Recording | iTunes | RSS

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Summary

The Sunday Times’ tech correspondent brings on Amber Atherton, founder of Zyper, to talk about brand “super-fans” (4:45), finding them (6:55), starting as an intern at Vogue (7:35), starting her first company in her teens (8:30), moving to California for Y Combinator (11:20), why super fans are important (12:55), the problem with influencer marketing (15:35), why rampant online fakery is good for Zyper (19:45), being anti-influencer (21:45), creating brand “clubs” (23:00), starring in Made in Chelsea (26:10), leaving the show (30:25), the wild ride of fame (31:05), and transforming into a remote-only company (33:35).

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Transcript

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0:00.0	Yo, technology.
0:03.0	What is it all about?
0:04.5	Instagram has just become a shopping platform.
0:08.0	Influences are now just a new media buy.
0:10.2	And I hope what's happening in this evolution, which COVID has kind of catalyzed,
0:15.3	is that people are not looking for that aspirational content anymore.
0:19.7	That's why platforms like TikTok have just completely
0:22.1	exploded is because it's funny, relevant content from normal everyday people. And it's not this
0:29.1	aspirational avocado lifestyle that influences Schill.
0:38.0	Hello and welcome to Danny in the Valley.
0:40.9	I am your host, Danny Fortson, West Coast correspondent for the Sunday Times.
0:46.5	And we are back.
0:48.1	Thank you for tuning in yet again.
0:50.5	How are you all doing?
0:53.0	I'm doing actually pretty well. This time next week, I'll be doing
0:56.2	even better because I have about a week, week and half left before I have a week off from work.
1:04.1	I cannot wait. Let me tell you. I am counting the days, but don't worry, the pod will go on.
1:11.3	I've been very, very busy these last couple weeks,
1:14.4	stacking up interviews with wildly interesting folks.
1:17.7	So you will not be bereft.
1:20.2	And indeed, to that point, you're about to hear from one of those very interesting people right now.
1:27.2	But first, I have a question.
	...

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