Image Credit: Scottish EDGE Millions know Robin Birrell as a YouTuber, but behind the scenes, hes building something even biggerand this time, hes not in front of the camera.
Now the Co-Founder and Head of Partnerships at STARX MEDIA, Birrell has leveraged his deep experience as a creator to develop a comprehensive business strategy, helping other influencers transition from viral fame to long-term success. And with STARXs recent Scottish EDGE Award win, the industry is taking notice.
Ive been where most creators arejuggling content, trying to monetize, struggling to turn momentum into a business, Birrell says. STARX was built to change that.
STARX MEDIAco-founded with Edward Bruce and Lewis Websterhas a team that collaborates with talent across Europe and the US, providing revenue strategy, platform growth, and back-end support that enables creators to focus on what they do best: creating.
Birrells journey into the business world was organic. He saw firsthand how quickly platforms evolve and how challenging it is for creators to keep up.
A lot of creators blow up overnight, but the real challenge is sustainability, he explains. I wanted to build something that gives them real infrastructurethe stuff I wish I had early on.
At STARX, Birrell leads talent development and partnerships, bringing in creators, negotiating brand deals, and helping shape long-term growth strategies. His insider understanding of the creator mindset sets STARX apart in a crowded space of agencies and management firms that often miss the mark.
Robin gets itbecause hes lived it, says co-founder Edward Bruce. Thats why creators trust him. Hes not just managing numbers, hes building relationships that last.
With STARX, Birrells role is becoming increasingly central, bridging the gap between viral creators and achieving serious business outcomes.
Whats next? Birrell says the future of the creator economy is about control, structure, and communityand he wants STARX to be the backbone for that movement.
Its not about being famous, he says. Its about turning your platform into freedomand knowing how to grow, protect, and scale what youve built.
From YouTube icon to executive force, Robin Birrell is proving that influence doesnt stop at the camerasometimes, it just evolves.
