This interview features Sarah Penna, Senior Manager of Creator Launch at Patreon. We discuss how a trip to India inspired her media career, being one of the youngest YouTube MCN founders,  her $15 million exit to DreamWorks Animation, how she picks co-founders,  marrying a YouTuber-turned Hollywood filmmaker, founding a female-forward entertainment brand, and what’s up next for Patreon. 

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EPISODE TRANSCRIPT:

Chris Erwin:

Hi, I'm Chris Erwin. Welcome to The Come Up, a podcast that interviews entrepreneurs and leaders.

Sarah Penna:

We had outgrown the office. We were in the National Lampoon office. It was so janky and eventually we moved the talent team to my dining room table. I would cook dinner for the talent team. We would take talent meetings in my living room, which was just so bizarre and unprofessional but worked. My house was kind of a YouTuber hotel. It was very wholesome and very duct tape and bubble gum feeling. We were just kind of figuring it out.

Chris Erwin:

This week's episode features Sarah Penna, senior manager of Creator Launch at Patreon. So, Sarah was born in Salt Lake City, Utah. Her father was a serial entrepreneur and her mother ran the family construction business. Sarah's first foray into media began while studying abroad in India, when she became the translator for a documentary film crew. So after college, she moved to California and immersed herself in LA's up-and-coming digital media scene, which included working with OG YouTuber Phil DeFranco. Sarah rapidly became a digital expert and started her own digital talent management company in 2010, which eventually became Big Frame and was sold to AwesomenessTV and its parent, DreamWorks Animation.

Chris Erwin:

Today, Sarah runs a team that helps Patreon develop and launch premium talent partnerships, and also advises Frolic Media, a female-forward entertainment brand she co-founded in 2018. Some highlights of our chat include how we first met during an awkward interview moment with a guitar, when having 10,000 subs made you a Top 100 YouTuber, how she picks co-founders, what it's like to marry a YouTuber turned Hollywood filmmaker, and what's up next for Patreon. Now, I've known Sarah for nearly 10 years. She was actually my gateway drug into all things digital entertainment and where it not for her founding Big Frame, I would not be where I am today, and I am forever grateful to her, which makes me super pumped to share her story. All right, let's get to it. Sarah, thank you for being on The Come Up podcast.

Sarah Penna:

Thanks for having me.

Chris Erwin:

We got a little bit of history here. So, we'll see how much of that we can get through in 90 minutes before your next thing.

Sarah Penna:

Yeah, it's a lot. It's a lot to pack in.

Chris Erwin:

As always, let's rewind a bit and let's talk about where you grew up. So, my understanding is that you grew up in Salt Lake City, Utah. Your family had some land in Wyoming. I think your dad was a bit of an entrepreneur, but tell us about your upbringing.

Sarah Penna:

Yeah. I had a pretty cool childhood. I grew up in Utah. My parents were total hippies, just big personalities, did not grow up in the predominant faith of Utah. So, it was a little bit of an outlier, and my parents own a construction company together. So, a little bit of foreshadowing into how I worked with my husband at one point, but I grew up with an older sister and a younger brother. We had a menagerie of animals all the time, like goats, and my dad kept bees at one point. We always had two or three dogs and a bunch of cats and an iguana and chinchillas. We just had this kind of crazy Bohemian, bizarre, Jewish, hippie not Mormon family.

Sarah Penna:

So, my parents owned this construction company and became relatively successful with that but my dad has curse, as I do, which is, always coming up with new ideas and deciding to act upon them. He had a Japanese restaurant and he had a furniture company and he had an emergency preparedness kit company, and I-

Chris Erwin:

Would he do all of these at the same time as the construction business or would it be like stops and starts and all of that?

Sarah Penna:

No. My mom held it down. She really was the mastermind behind the construction company. She did all of the office work and made sure ... she really ran the company and then my dad was kind of the face of it. He was out at the job sites and in the early days, was actually doing the building. So, I got to see my mom be in this, talk about a male-dominated industry. She would come home so mad because she would get a piece of mail that ... her name's Paula and they would always address Paul, because they couldn't believe that a woman was running a construction company. So, I got to see this powerful woman running this super successful business in basically a hundred percent male-dominated industry.

Chris Erwin:

Sarah, I've known you for over 10 years and we worked together intimately for at least three or four of them. I had no idea about your background. I just learned more about you in two minutes. It took a podcast and a 10-year relationship to get here.

Sarah Penna:

That's totally my bad.

Chris Erwin:

All good. So, okay. As a kid, when your father dabbled in all these new business adventures, was that really exciting for you guys? Maybe frustrating for your mother, but as kids you're like, "Oh, dad's up to some cool stuff again."

Sarah Penna:

Yeah, it was fun. I was 15 when he did the Japanese restaurant and I got to work in the restaurant and just, it was cool, and I didn't realize the stress and the financial burden that it was putting on my mom and kind of how frustrating it was for her but I see that now, looking back, and she handled it amazingly. She's an incredible woman. But I'm a very early riser, and as a kid, I would ... my dad is, too. He would get up at four or five in the morning and I would, too. He would just load me up in his construction truck and we'd go get pancakes and go milk the goats and go check on his construction sites. So, I got to see the inner workings of that. Then, I love going to the office and rifling through my mom's office supplies.

Chris Erwin:

Well, I got some important Post-it notes here, got a yellow legal pad, all the things.

Sarah Penna:

It was so fun as a kid. You're like, pens and Post-it notes, and the office supply closet was just like this heaven.

Chris Erwin:

My dad, he ran a psychology business and still does for 40 years and had his own office, and then every year he hosted a conference. One of my favorite things is that he would hire his children, me and my twin brother, and we'd have to lick 500 envelopes and put stamps on them. But we got to use all of these office gear, we thought it was the coolest thing ever. Then, after a few years, we're like, "I think we're getting sick from all of this stamp-licking."

Sarah Penna:

Yeah, probably.

Chris Erwin:

But separate story.

Sarah Penna:

That's really funny.

Chris Erwin:

So, a question, watching your father's entrepreneurial endeavors and also your mother, too, running the business, did you feel like, "Hey, when I grew up, I'm going to have my own business too."

Sarah Penna:

Honestly, no. So, I was an incredibly shy child. I was very quiet. My family likes to joke that they thought I was just going to buy a cabin in the woods and just frolic in daisy fields and that would basically be all I could handle. So, to the shock of everybody, of what I wound up doing with my career, so no, I was very directionless. I went to a very intense high school that was a college prep school. There was a lot of pressure to kind of figure out what you wanted to do. Frankly, I just didn't have any passions. I wasn't thinking, "Oh, I want to take over the family business or I want to be an entrepreneur." I didn't even have that language.

Sarah Penna:

So, in a way, that was great because what I wound up doing didn't exist when I was little. If I had said, "Oh, I want to be a lawyer or an actress or what ... " something that did exist, I don't know that I would've found the path that I did find. My parents never called themselves entrepreneurs. They were just, this is what we do and this is how we do it.

Chris Erwin:

Very interesting, Sarah. So, I'm going to put the puzzle pieces together here. Let's talk about another formative event growing up. You had also mentioned that you studied abroad in India, where you actually learned to speak fluent Nepalese. So, tell us about this transformative moment for you.

Sarah Penna:

Like I said, I was a very shy child. In college, I kind of blossomed, but maybe in the wrong ways. I partied a lot and just, again, was quite directionless. I was a literature major, which is just like the lazy ... No, I love being a literature major, but it is a non-major. It doesn't really set you up for business success. Originally