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Hey Reader,

Today is the final day of the CT Barber Expo so it's only right for us to cover a case study of the man behind the event: Jay Majors.

Let's breakdown Jay's career from the creator economy lens.

Barber Expos + Expo Consulting

Jay's barber battles started in night clubs and have since evolved into the largest expo in North America and likely the world. Two main revenue streams for events is: ticket sales and brand sponsorships. Renting a venue comes at a cost, so ticket sales will help cover that cost and then some. And then brands will pay to have booth and/or have their logo on event marketing. From the banners when you walk in, to educators on the main stage, brands are paying for visibility. Depending on the success of your event, these can be lucrative.

Today, Jay personally hosts CT Barber Expo and the Las Vegas Barber Expo but he also has a consulting business play. Barber expo directors around the country invite Jay to host their expo which helps establish event credibility that drives ticket sales. There's typically a consulting fee + hosting fee that comes along with it.

Brand Partnership

When you host an expo, you naturally build relationships with brands. Brands will sponsor the event, they will educate on the main stage, they will have a booth etc. It was through these relationships that Jay positioned himself as a very valuable asset to some major companies: Babyliss Pro and Squire Technologies.

As Creative Consultant for Babyliss Pro, Jay played a major influence in the Babyliss industry takeover. Without him, the Avenger like ambassador team would never have been assembled. In many ways, he was the master mind behind the whole program. This shouldn't be surprising, but Babyliss Pro has launched some of its biggest products at CT's exclusive Barber Grammys. Those moves come at cost.

As Community Director Squire Technologies, he did something similar. Helping design the Ambassador program while pointing shop owners in their direction. Also similarly, Squire typically shares the stage at CT. Those exclusive rights come at a cost. Well played Jay.

Don't underestimate the power of hosting events. The success of Jay's barber expos opened up doors to significant brand partnerships and consulting opportunities. From Vic to Jay, are you starting to pick up on some themes? I hope so.

Alright, finished with No.68. See you next week! I'm going to do one more case study and then we'll switch it up.

Written by: Matthew Mendoza​​
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