Social Fest wants to make the Rio Grande Valley a creator economy destination

The creator economy is growing fast — and Social Fest wants the Rio Grande Valley to be part of it. In this episode of the Rio Grande Valley Business Journal Podcast, Naxiely Lopez-Puente sits down with Yaw Sam, CEO of Brand Genius and co-founder of Social Fest, to discuss how the event is growing after drawing more than 1,000 attendees in its first year. Sam explains why Social Fest was created, how organizers brought national and international speakers to the Valley, and why the 2026 event is moving to the McAllen Convention Center. The conversation also explores the business side of content creation — from brand deals and paid platforms to food creators, lifestyle creators, and the growing role of AI in helping entrepreneurs build businesses. Looking ahead, Sam says Social Fest aims to become a destination event for creators, marketers, small businesses, students, and brands looking to connect with one of the country’s largest Hispanic and young consumer markets. Topics covered: • Social Fest 2026 • Creator economy growth • Content creators and brand deals • Marketing, AI, and audience building • Hispanic and young consumer markets • Food, lifestyle, and sports creators • Keith Lee and national speakers • McAllen Convention Center 👉 Subscribe to the Rio Grande Valley Business Journal for more reporting on business, marketing, entrepreneurship, and economic development across South Texas and northern Mexico.