Rethinking Reach: Calum Anderson’s Long-Game Approach to Creator Partnerships

Where many industry leaders are chasing short-form virality, Calum Anderson takes a different approach. With experience in creator partnerships and content innovation, he recognizes that long-form, interactive live streams could have more potential than fleeting viral hits. In his mind, bridging the gap between streaming and the music industry could create space for significant growth.

An Early Career in the Music Industry

In high school, Calum was already a part of the music world. In fact, he was interning for Ministry of Sound when the industry shifted its focus to social media for quick hits and inflated viewcounts. However, with personal experience in the gaming content space, he felt that a music-based streamer would have a better ability to generate consistent attention.

“No one in music was focusing on the livestreaming and gaming spaces, with such a long-term presence and trusted network to lean on,” Calum reflected. “For myself, it was all real; I was a fan and a part of it since the inception.”

Overcoming Obstacles

Calum pitched his idea to take livestreaming seriously, giving names to global labels that had been focusing on short-form content. Though these industry leaders paid his concept little mind, their dismissiveness gave him the inspiration he needed to prove them wrong. First, he would have to communicate the value of this new approach to labels, execs, lawyers, and content creators themselves.

“Most streamers hated music labels,” he shared. “All their exposure had been from people copyright striking their content and not understanding the level of influence they commanded or how their fans really cared. I was able to work with them [and] help them with their music output, strategy, and connections.”

Building Partnerships and Achieving Success

Eventually, Calum was able to convince leaders and prominent artists to follow his vision. He worked with Universal Music Group from 2019 to 2023 as a leader of creator partnerships and content innovation, and continues to serve as a creator manager. By 2024, he became a seed investor in the Australian talent directory and booking platform acta.

For his vision in the space, Calum was included in The Music Network’s 30 Under 30 list in 2021. He was proving that the intersection between livestreaming, gaming, and music was a viable one, and now he was a trusted presence in the niche. Solving problems behind the scenes, he transformed structures at the ground level to build a service that connected streamers and artists.

“I enjoy the challenge of solving problems,” Calum stated. “Planning and executing a strategy is everything to me; I guess that’s the gamer in me talking.”

Plans for the Future

Calum Anderson has already succeeded in proving music’s viability in the livestreaming space and expresses confidence that the space will continue to grow. He is particularly hopeful for the Australian music industry, eager for the region to become a global player again. As fans push for a deeper connection in the livestreaming and music spaces, his position may continue to be a game-changer.