The past 12 months have been transformative but not without its ups and downs. Content creation ebbs and flows, whether it’s your career or if you’re just starting your journey. The algorithms keep creators of all sizes in check, and anyone who says they’ve not been humbled by them is lying. I’m no stranger to volatility, I expected it, and I continue to welcome it with open arms. Keeps me on my toes!

And now I can reflect a bit on the first full year as a full time content creator (still a wild thing to say). That’s what I say my job title is by the way, Content Creator. I don’t shy away from Influencer or Food Blogger or Food Reviewer. I’m not even bothered when people say TikToker, although you certainly won’t be hearing that come out of my mouth. I will push back on Food Critic, however. I am not a critic, nor would I be a good one. I like everything and I’m easy to please, as surprising at it may seem. What do you do for a living? “I’m a Content Creator. I make food videos.” That usually answers the question, unless it’s someone over the age of 50 because I know more questions are coming about how I make money, etc.

Let’s go back to October/Novemberish of 2024. This is when I seriously began to consider leaving my job. I’d worked at the same marketing agency for over 5 years at that point as a Content Strategist. Being in the content world was instrumental in my journey as a creator outside of work. Long story short, layoffs tore up the company, and although I was not directly affected, many people close to me were, talented and kind people that I’d worked closely with for years. The most glaring issue, however, my path for growth was murky at best. Fast forward to mid February when I put my two weeks in. 

I’d initially thought about leaving my job in search of another agency job. But that would mean putting my content on the back burner as I’d have to be all in on a new job search and, eventually, a new job. 2024 was the first year where I’d made more money from content than at my 9-5. That gave me some peace of mind knowing that I was making enough money to support myself, plus the upside of what could be if I were fully invested. Not to mention, I’d been sitting on a burning idea for months of doing a Stadium Food Tour. My manager was psyched. My fiancé was on board. Let’s do it.

March 1, 2025 was my first day as a full time content creator. Amazingly enough, I’d scheduled my first stadium stop for that very day—not a bad start. Shouts to the team at Sports Illustrated Arena. More importantly, it was my first day as a business owner. Over the next few months and after many conversations with my accountant and assistance from ChatGPT, I’d formally set up my LLC. I stand here proudly today as the sole proprietor of Eric Hammer LLC.

That process kinda sucked to be honest. I underestimated all of that administrative work, all of which was new to me. I recall one specific day where I’d been struggling to obtain one single document and having a little bit of buyer’s remorse, for lack of a better phrase. I wasn’t regretting the career change, but I’d simply hit a bump in a road I’d never gone down before. One good night’s sleep changed everything. Of course I don’t know how to do this! I’ve never done this before! Now I must do this thing. Consider this your reminder of the wondrous powers of a good night’s sleep.

I’d set up a business bank account. I later elected S-Corp status for my business. It’s advantageous for tax purposes for my business. Don’t ask me to explain that any further but I will say this: the money I’d been making did not have taxes taken out. So come April, Uncle Sam comes loudly knocking on my door, and he will not leave until he gets his significant cut. I now pay taxes quarterly—essentially, if I’m making money, I need to pay the government money, not unlike how money is taken out of most people’s paychecks. It sure beats paying one gigantic sum during tax season. Fun stuff! I’ve also set up payroll for myself which I admit is weird. My business, that I own entirely and that employs nobody else, is paying myself. Have fun with that riddle.

The Stadium Food Tour took form quickly. From New Jersey and New York to Texas, Boston, Philly, Pittsburgh, Cleveland, St. Louis, Kansas City, Baltimore, San Francisco, San Diego, Seattle, Las Vegas, and more. And so many more to come. 24 stadiums and counting. The plan from the beginning was to fund it myself, pay for whatever I needed to pay for, build a portfolio, tap into new audiences around the country, eat some delicious stadium food, and eventually brands will want in on this. And that’s where we are now. My team and I are in the process of finding strategic partners to pour some gasoline on the fire. The TL;DR of the Stadium Food Tour: the series has performed well, I maintain the utmost confidence that it’s going to take off to massive heights, and it has all been on my own dime.

So how do I fund my travels? Brand deals drive the majority of my income. I’m able to pay for food and travel to create the fun organic content that I truly love making by working with brands. Nobody wants to see branded content on their feeds, but I prioritize brands I have a connection with or a passion for . For example, last year I got to work with McDonald’s and Coca-Cola, two legacy brands that have been in my life forever. Mike’s Hard Lemonade provided me an opportunity to dip into my sports fandom and my love for fantasy football—and I wasn’t able to work this into my content but 15 year old Eric would be proud of this partnership. Shake Shack has been a wonderful partner, and they’re so easy to work with because I am a consumer and a fan above all else. The list goes on. I’m selective about who I work with and the brands I want to represent, and I pass on deals often, much to my manager’s chagrin.

Fun fact: the first ever offer my manager put in front of me was for $15,000, and I turned it down because the partnership would not have resonated with my audience. Imagine hiring a manager to make you money, and the first time they come to you with a bag, a big bag, you say thanks but no thanks. That remains one of the most important decisions I’ve ever made. My manager then is still my manager now. Respect yourself, respect your time, and don’t compromise who you are for money.

While I’m grateful for the opportunities to work with brands, I cannot rely solely on them. Content creation isn’t side money for me, it’s my mf career. Thinking that my business can run on brand deals and only brand deals is naive and a death sentence. Complacency is the enemy of progress. One year into my new career, I am evolving from creator to brand. Brands have multiple sources of income. This newsletter will ideally be one of them. If you’re open to supporting me in this way, thank you so much. If not, I hope you continue to consume, enjoy, and engage with my social content. That’s not going anywhere by the way. You can expect more content, and you can expect even better content. 

Managing my own time is something I continue to navigate. I don’t have a boss looking over my shoulder waiting for my work to be finished. I don’t even have to get out of bed if I don’t want to. I’ve tried to implement systems for myself and set deadlines for my work—this has worked at times and failed at times. It’s a work in progress. 

I will say I’ve been able to spend more time with my fiancé and my dog. That has been invaluable and one of the biggest benefits to working for myself. I invested in who I am and what I do and my dream to create a better, more fulfilling life for us. I’d like to think I’m making them proud. All indications are that Oscar is immensely proud based on his level of excitement at all times. If nothing else, I sleep well at night knowing that.

One year down, one hundred to go. Thanks for being here. Thanks for reading.