125# Aiken Chia on Losing It All, Starting From Scratch & Getting an Unexpected Brand Deal

When Aiken Chia former company infamously broke up, he also lost the platform he spent years building. No channel, no team, zero subscribers—just the weight of starting over from scratch. But right when everything felt like it was falling apart, one unexpected brand deal came through—and became the catalyst for a complete reinvention.

 

In this episode of NOTG, Melvin Lim, Co-Founder and CEO of PropertyLimBrothers, sits down with Aiken to uncover his untold story behind that pivotal moment, how a Tokyo trip reignited his passion, and why he is now able to prioritise purpose over profit. Learn about the realities of surviving and thriving as a content creator in Singapore.

 

00:00 Introduction
01:15 Content creator economy
04:40 Not giving up on your dream
06:41 Learning to spend money
12:11 Content creator profit margin
14:41 AI content creators takeover
16:40 Target audience
18:50 Standing out in the content creating space
20:00 Monetisation from zero followers
25:01 Starting a talent management company
26:56 Social media platform of choice
32:33 Being a content creator in your 40s
34:45 Algorithm vs Doing things you like
38:20 Giving up being a content creator
42:33 Managing the team
48:28 If Aiken Chia have a journal
52:21 What job will Aiken Chia take if he quits being a content creator?
56:40 Starting a new business
58:04 What is one goal Aiken Chia set for himself?
59:30 Closing
59:55 Outtakes