Influencer
This Gen Z Creator Turned Pop Culture Commentary Into A Media Powerhouse
Asante Madrigal never intended to become a social media personality. As a communications major at San Diego State University with dreams of becoming a traditional news anchor, his path shifted when the COVID pandemic shut down internship opportunities in journalism. Today, Asante commands an audience of more than two million followers across Instagram, TikTok, and YouTube as one of Gen Z’s most prominent voices in entertainment news.
“I grew up watching YouTubers and thought, ‘This is my chance to try it for fun and see what comes of it,’” Asante explains, recalling his initial foray into content creation during COVID lockdowns when his journalism career stalled.
“I’m grateful for COVID because without it, I don’t think people would have been online as much, and I wouldn’t have started this career,” Asante says.
His content initially focused on entertainment news and commentary, particularly filling a gap in coverage of emerging TikTok creators. Having grown up consuming teen-focused publications like J-14 (Just for Teens) magazines, Asante had a natural affinity for pop culture coverage.
“What stuck was when I blended social activism with celebrities,” he recalls. “In 2020, a lot of celebrities were speaking out about Black Lives Matter, and I highlighted that when many others weren’t.”
This approach helped distinguish Asante among other creators. Rather than simply reporting entertainment news, he brought perspective and context that resonated with his predominantly Gen Z audience.
A Business from Content Creation
Asante’s transition from casual creator to media entrepreneur happened gradually. An early brand deal with a water bottle company, which paid around $100-200, opened his eyes to the business potential.
“I realized I could make money doing this and wanted to invest more time in it,” he says. As his following grew steadily, he formalized his operations by establishing King Asante LLC in January 2023.
“Starting my business made me see myself as a CEO and think about the bigger picture,” Asante explains. “At first, I thought I’d do this for a year or two after college, then get a master’s degree.”
The business structure serves multiple purposes: separating his personal finances from social media earnings, organizing his growing operation, and creating a framework for future expansion. This foundation has allowed him to build a team that includes a finance specialist, photographer, manager, and production crew.
Strategic Content Development
Asante’s approach to content creation combines journalistic rigor with social media sensibilities. His daily process begins with immersing himself in trending topics.
“I’m chronically online, and if something makes me feel passionate enough to talk about for a minute or more, I do it,” he explains. “In the morning, I scroll for work, not just fun. I write headlines, rank them, and choose what I feel most passionate about.”
When crafting his content, Asante emphasizes genuine storytelling over traditional news delivery. “It’s about telling engaging stories like you’re talking to a friend, not like a news anchor. More like, ‘You won’t believe this happened, here’s how I feel, here’s what others are saying.'”
Platform Diversification Strategy
One of Asante’s strengths is his strategy for different social platforms. Rather than applying a one-size-fits-all content strategy, he tailors his approach to each platform’s unique characteristics.
“Every platform is different, and you have to cater your content,” he explains. “TikTok is super spontaneous. I’d post 100 videos if I had to. Instagram is more behind-the-scenes of my daily life.”
His platform-specific strategies extend to content style and format. On TikTok, where he has amassed 1.4 million followers, his content features casual, spontaneous commentary. In contrast, his YouTube channel, with over 650,000 subscribers, features longer, more polished videos. On Instagram, where he has built an audience of nearly 50,000 followers, Asante offers more behind-the-scenes glimpses into his daily life.
For time-sensitive content, Asante emphasizes the importance of immediacy. “If you want to talk about Love Island, you need to watch and post today, not two days later,” he explains. “You have to stay current and treat it like a job.”
Brand Partnerships and Revenue Diversification
As Asante’s influence has grown, so have his opportunities for monetization. While TikTok’s Creator Fund provided his first income, he has since diversified his revenue streams.
“Brand deals are probably my biggest income source, and sometimes I do hosting gigs,” he explains. This diversification provides more stability than platform-based monetization alone. “Relying only on TikTok, YouTube, or Instagram money is really inconsistent.”
A critical lesson he’s learned is the importance of maintaining creative control in brand collaborations. “Asking how much creative control I have is important, because I want it to feel genuine to me and my audience,” he says.
Asante cites a successful campaign with Taco Bell as an example. “They gave me free rein to speculate and talk about products, and it felt organic, like I was doing a news story on them.”
From Small Town to Global Influence
Asante’s path has carried him far from his small-town upbringing in Gonzalez, California. Relocating to Los Angeles became a defining step in his career. “I’m from Gonzales, a town with fewer than 10,000 people,” he says. “In LA, it’s like, ‘What do you mean there’s more than one grocery store? Why is the traffic so bad?’”
His growing influence has led to high-profile opportunities, including covering the Paris Olympics. As one of just 27 creators selected by TikTok for this coverage, Asante gained international exposure and formed unexpected industry connections.
“That experience changed me. It made me want to travel more and think bigger about what I could do as a creator,” he shares. During this trip, a chance encounter on his flight led to an interview with Snoop Dogg.
“I was sitting next to a woman, and as we got off the plane she said, ‘I’m Snoop Dogg’s manager. You’re cool. Want to interview him for TikTok?'”
The Growth of Creator-Driven News
As Asante continues to build his platform, he stands at the intersection of traditional entertainment journalism and the creator economy. His next major project, a talk show called “Hyperfixating: The Show,” aims to blend elements of traditional talk shows with a distinctly Gen Z perspective.
“It’s not a podcast; it’s a show with different segments,” Asante reveals. “Think Ellen or Oprah, the people I grew up watching.”
The show represents both Asante’s business ambitions and his desire to create more representation in entertainment media. “I want to represent gay and Black kids because I feel like there should be a talk show for that. When someone comes off a reality show or viral moment, there should be a space for them too.”
This expansion reflects broader industry trends identified in the Reuters Digital News Report, which notes the growing influence of personality-led news creators. Asante observes: “Creators are becoming like mainstream media. We’ll see more high-production shows, podcasts, and interviews. The line between TV, traditional news, and creators is blurring.”
As his platform has grown, Asante has embraced his genuine voice, not just as a personal value, but as a business strength. Early in his career, he focused on appealing to the broadest possible audience, but experience has taught him the value of a more defined voice.
“One quote I think about is, ‘If you try to appeal to everyone, you appeal to no one,’” he says. After five years of content creation, Asante has developed more confidence in his perspective. “Now I just say what I want. I’m not trying to please people.”
Advice for Creators
Despite his success, Asante is honest about the challenges of building a creator career. “You have to be a little delusional about this job,” he says candidly. “People think, ‘I’ll make money, gain followers, everything will run smoothly.’ But you really have to love this job and lifestyle because there are lots of ups and downs.”
He cautions that success requires considerable effort upfront, often unpaid. “You’ll give up a lot of free time and free labor, and you won’t be rewarded for a while. People don’t see that; they just see me doing cool things in LA.”
For those struggling with inconsistent income, he suggests maintaining part-time work initially. “Having another part-time job when you’re starting isn’t a bad idea.” He also emphasizes the value of community: “Being around creators who’ve made this their full-time career really helps.”
For Asante, the journey from his small-town roots in Gonzales to becoming an authority in entertainment news has been defined by strategic thinking, genuine storytelling, and a willingness to adapt. “I’m excited to travel more and do things outside the U.S.,” he shares. “I love learning about different people, cultures, and content creation.”
Checkout Our Latest Podcast
