LMC: How a Regular Dude from Seattle is Building the New High Times

$650 Billion… That's how large the US Media Industry is worth annually.

And for hundreds of years now, businesses have earned an income writing and creating content, for profit.

Let's look at a brand we are all familiar with: High Times.

At their peak, High Times was sending out 500,000 magazines every single month, and considering each copy was being paid for by the reader, I am sure you can see the profitability in this business model.

But the media business has changed, and I think we all know why…

It wasn't long before Social Media took most of the influence in the media landscape.

Instead of getting information from biased, disconnected corporations, people are now choosing everyday people like you and me.

And not only are people choosing to follow and listen to Creators, but they are also choosing to buy their products and services…

If you are new to this concept, experts are labeling this the "Creator Economy".

There is a Shift in Power Happening

It's estimated that Creators did $250B in collective revenue in 2024.

And the craziest part?

This number is estimated to increase year over year.

People say by 2030, Creators will do $525B in sales annually!

But what does this even mean? How are these Creators making money? What are they even selling?

Well, quite literally anything.

Mr. Beast, the largest Creator in the world, is now selling chocolate and burgers…

A lot of other people are selling information, courses, and coaching…

And if you look at the Cannabis Industry, people are selling all sorts of stuff!

Glass tips, cultivation equipment, bongs, smoking devices, seeds, clones, and yes, even flower, hash, and edibles; anything that can be sold, is being sold through social media.

But how are these seemingly ordinary people building an audience and making this happen?

A good example of someone who is becoming known in the Industry is my good friend, LMC.

If you don't know LMC, he runs a Media Business here in the Cannabis Industry.

And over the last five years or so, he has managed to amass an audience of about 150k people collectively on all platforms…

Pretty impressive numbers!

And he has done it by pretty much doing exactly what High Times did decades before him: Create content for people interested in Cannabis.

Except the big difference?

He doesn't need a corporate office or a senior editor telling him what to do.

All he needs is his computer and wifi connection.

I've been watching LMC for a few years now, and as someone who plays the game of Social Media for a living, here are Three Principles that I've learned from him, and that I think you can learn from, too.

1.) You Must Be Known

This is something that Luc (aka LMC) has done very well.

He has posted a lot of [relevant] content over the past 5 years.

And that is our 1st Principle: In order to win on Social Media, you must become known.

The only way you are going to become known is if you can get your content in front of other people that are interested in the same thing you are.

The surest way you can do that?

Post a lot of relevant content, aka VOLUME.

Anyone who has tried to learn the game of social media has heard this tip, but likely, you're still not doing it, which probably means you need to hear it again…

Thousands of hours of content is posted to social media every hour, and in order to stand out from the crowd, you need to reach your audience members as often as possible.

If you don't post something to get in front of them, they won't remember you!

But if you can't do this everyday, every week, every month, every year, it doesn't mean anything, which leads us to the next principle…

2.) You Must Be Consistent

Most people think Albert was talking about money, but in reality, he was actually talking about the Universe itself…

Compound interest is built through Consistency.

Whether we are talking about finances, relationships, health, or character, these are all built through consistent actions taken on a daily basis, and audience growth on social media is the same way…

If you do not remain consistent, your community will eventually stop caring about your message.

You must stay creative and give them something they can gnaw on as often as possible.

Pick a posting schedule and stick to it as relentlessly…

It takes time for that snowball to start gaining momentum, but once it does, it won't stop (unless you do).

And finally, by far the most important principle is:

3.) You Must Master Storytelling

Storytelling is a past-time that connects us to our ancestors…

Thousands of years ago, when humans were still living as hunters and gatherers, people used stories to connect themselves with each other and the world around them.

Stories were passed down many generations and they brought tribes closer together, and it's no surprise why.

Stories are how we relate to each other.

I grew up in farming family in Illinois, and I feel an immediate connection to anyone in a similar situation as me.

And the reason why?

Stories make people feel something.

Without hearing the story of our favorite authors, athletes, and creators, we wouldn't connect with them nearly as much.

This is something that LMC talks about often and I think he does a great job of telling stories.

Don't underestimate the power of a good story…

We are living in the Modern Day Renaissance

Building an Audience on Social Media is simple, however, don't get me wrong; I am definitely not trying to make this out to be easy.

The reality is that building a business in the Creator Economy is just like building a "real business".

It's going to take a lot of effort.

You are going to have to learn a lot of new skills; product development, copywriting, sales, video creation, hiring, and so many others.

But it is also true that it has never been easier to build a business through the power of social media.

And the best part?

You can do it on the side. You don't need to quit your day job.

All you need is 1-2 hours per day.

Even if you don't want to start your own business, learning how to build your own social media audience will always be something that is valuable.

You don't have to launch your own products and services if you don't want to.

You can use these skills to add value to the company you already work for, regardless of what you do for them, and potentially earn some extra money!

Social Media and the Creator Economy aren't going anywhere.

And instead of building other peoples dreams for them, you have the opportunity to start carving out your own piece of the pie by producing your own content and building your own audience.

Not only will you learn valuable skills in the process, but you will also attract a community of people that can be your friends!

We are living in the Modern Day Renaissance; don't take it for granted.

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