Em Herrera, 23, earned her social media stripes the hard way: running One Direction and Ariana Grande stan Twitter accounts as a teenager. The experience taught her that celebrities and influencers were the key to understanding Gen Z consumers. She took those lessons with her to Northeastern University, to internships at Harlem Capital and BBG Ventures, and then to Night Ventures, the $20 million venture fund spun out of Night Media, a talent management firm repping creators like MrBeast and Hasan Piker. A popular Twitter content creator herself, she spends her days almost entirely online, scouring social media to find creator-centric companies and help existing portfolio companies like MoonPay and Piñata Farms connect with online communities. Here she walks us through the newest Gen Z craze, her obsession with Vine and why she’s online pretty much every hour of the day.
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