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🎙️ The number 1 question I get from people is: “Where is the opportunity in Entertainment right now.” So today we sit down with Melinda Petrow, the SVP of Audience Development at Mythical. Yes… Rhett and Link Mythical.
Melinda Petrow is the SVP of Audience Development at Mythical, the creator-led media company founded by Rhett & Link, known for Good Mythical Morning and a growing portfolio of digital entertainment brands. Petrow's career started as a temp front desk coordinator, and she's since built a path through marketing, audience strategy, and the unique challenge of navigating a startup acquisition by a major corporation. In this interview, she breaks down how she balances data with creative instinct, why creator-led companies like Mythical are built for longevity, and where she sees the biggest opportunities for anyone looking to break into entertainment right now.
AvA: You started out as a temp front desk coordinator. How important was it for you to "get your foot in the building" vs. finding the perfect first role?
Petrow: I always knew I wanted to work in entertainment but had no idea in what capacity or how I was going to get there. My mission was to get my foot in the door, be curious, be kind and say yes to everything.
AvA: You talk about balancing science and heart in marketing. When does data completely change your mind about a creative decision or vice versa?
Petrow: You can’t go all in one way or the other. Data should inform decisions, sometimes heavily, but you have to stay true to the creative vision and your brand.
AvA: How do you see marketing, especially in our industry, evolving now that AI and creators are basically running the attention economy?
Petrow: Audiences are craving unpolished realness and human connection now more than ever. As a marketer, my priority is maintaining trust with our audience by being transparent, consistent, a little messy and staying focused on community feedback.
AvA: What’s the biggest challenge you’ve faced in your career, and how did overcoming it shape who you are today?
Petrow: Going from a small startup to being acquired by a massive corporation. It’s hard to let go and embrace the new (especially corporate life). However, I quickly learned that opportunities present themselves in chaos. The faster you can identify the holes and how you can bring value– take the initiative and ask for what you want.
AvA: Why are creator-led media companies like Mythical built for the long game?
Petrow: No matter where the industry goes, independent, Creator-led companies thrive on creative freedom, agility and experimentation. That authenticity and a personal ethos woven into everything they do, builds a deeply invested community that are in it for the long haul and excited to evolve with you.
AvA: Entertainment is changing faster than ever. For someone just starting out, where do you see the biggest opportunities to break in and make an impact right now?
Petrow: Start small. Find independent Creators and startups, even if they’re remotely related to what you want. Explore it all!
AvA: Show you are binging on TV right now?
Petrow: Heated Rivalry.
AvA: Favorite movie ever?
Petrow: Moonstruck.
AvA: First concert?
Petrow: Aerosmith.
AvA: Dream catering menu?
Petrow: Tables full of bite-sized desserts.
AvA: What’s one piece of advice you’d give yourself on your first day in the industry?
Petrow: Nobody knows what they're doing….seriously.
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