Tiger Tiger Creative Agency has sourced, trained, and deployed over 180 live stream creators who have delivered more than 5,000 Amazon live streams – focusing not on beauty or fashion, but on everyday household items like vacuum cleaners and kitchen appliances.

Founded in 2022 by attorney Shermin Lakha, the agency operates studios in New York, Miami, and Los Angeles, serving both e-commerce brands seeking measurable ROI and creators looking to monetize through Amazon’s live stream program.

“I like to focus on what’s called the ‘boring products’ because those are the products that people tend to buy on Amazon with less competition,” explains Shermin. “Right now, with the creator economy, people are paying thousands of dollars, and they don’t even know their ROI. We’re trying to provide more transparency there, too.” 

Finding Gold in Categories Lacking Engaging Content

Shermin’s insight into “boring brands” came from observing consumer behavior. “Say you’re looking for a vacuum cleaner. There’s a ton of products and content on beauty, hair, and all of that fun stuff that everyone likes,” she explains. “But you’re going to go to YouTube or TikTok to find the review of that vacuum cleaner.”

According to Shermin, the disconnect happens at the point of purchase. While consumers research products on content platforms, they often complete their transactions on Amazon. 

By connecting these moments through live streaming directly on Amazon’s platform, Tiger Tiger creates a path from demonstration to checkout.

“If we have live streamers showing you the products on Amazon, and then you could just buy and check out right there, the conversion becomes immediate,” Shermin notes.

She says this approach is particularly helpful for functional products that traditionally lack engaging content.

Service Offering

Tiger Tiger Creative Agency provides a full spectrum of services centered around Amazon’s live streaming program. “We are a full-service production and creative studio that focuses on live streaming,” Shermin explains. Their offerings include:

1. Creator Sourcing: Identifying and recruiting creators suited for live stream selling, focusing on those who can communicate effectively without heavy editing.
   
2. Comprehensive Training: Providing creators with specific techniques for driving sales. “We train the influencer on how to actually get sales on their products versus just influencing,” Shermin notes, distinguishing between traditional brand awareness and direct conversion.
   
3. Studio Production: Offering creators access to professional studios across three major cities, ensuring high-quality production values that enhance product demonstrations.
   
4. Performance Metrics: Delivering brands detailed analytics on creator performance. “We educate creators on how to become successful creators as the market changes. Our motto is strategic content that stops the scroll,” Shermin shares.
   
5. Off-site Deliverables: Creating reusable content that extends beyond live streams. “Something that we’re focused on, training a lot of creators on, is the DM and getting the link into their DM, and a link to the product into someone’s message. That’s a great ROI for brands to actually have sales,” she explains.

The team structure is built to carry out these operations. “I have a team of about 12 people,” Shermin notes. “We have people who work on the brand side and internally in the studio. We have training teams, we do a lot of education.”

The Amazon Advantage and Business Model

Tiger Tiger Creative Agency’s partnership with Amazon’s live stream program gives it a practical advantage in the growing creator economy. Unlike traditional influencer agencies, which typically take a percentage of creator earnings, Tiger Tiger operates on a different model.

“We don’t represent or sign creators,” Shermin clarifies. “We only negotiate and broker brand deals. So when a creator works with us, they’re not exclusive to us, and we don’t take a percentage off of anything for them. We always take from the brand.”

This allows Tiger Tiger to work with creators across the spectrum, from independent talent to those represented by major agencies. It also aligns with their focus on delivering measurable results to brands rather than simply managing talent.

The Amazon platform provides the measurability that brands increasingly demand. “What’s nice about Amazon is that it shows direct sales of the product,” Shermin explains, adding that this transparency changes how brands evaluate creator partnerships beyond traditional metrics like reach and engagement to focus on actual revenue generated.

Beia Beauty Success Story

Tiger Tiger’s approach is demonstrated in the case of Beia Beauty, a woman-owned brand. 

“We did the full Amazon Prime Day sales,” Shermin shares. “[The Beia Beauty founder] is really focused on showcasing her brand on Amazon. She was able to sell out her product on Amazon, which she didn’t even realize she was going to do.”

This example demonstrates the value proposition Tiger Tiger offers: connecting brands directly with consumers at the point of purchase and providing transparent performance metrics.

“I find it most valuable to help small brands and help build them on Amazon because it’s really amazing what people can do,” Shermin observes. “You could become successful because everybody shops there.”

Creator Selection and Development

Tiger Tiger aims to identify creators who can thrive in the distinct environment of live stream commerce. “We want to find people who can talk to the wall and just be genuine and funny,” Shermin explains.

Focusing on verbal communication skills, she argues, differs from traditional content creation where editing can compensate for limited on-camera presence. “You’ll see people who have great reels, but they just can’t talk on camera. They just don’t feel comfortable. They need to have it edited.”

Aside from basic communication skills, creators on Tiger Tiger’s radar have to be able to establish genuine connections with their audience. “If you want to be successful, it’s not about what you look like. It’s not about how great your outfit is,” Shermin advises. “It’s about building community. What can you offer them?”

To enhance community building, Tiger Tiger encourages creators to develop newsletters and in-person events. “We have found that people who have a Substack or a newsletter definitely do much better at having a more engaged audience and are able to generate more sales,” Shermin shares.

Bridging the Experience to Life

Tiger Tiger Creative Agency is expanding their live stream infrastructure beyond their current three-city footprint. “We’re expanding into new markets. We are looking to expand into more cities just to have pop-up studios,” Shermin explains, emphasizing the importance of professional production quality for successful content.

They’re also focusing on event-based activations, creating pop-up studios at major events. “We are trying to focus on many different events like F1 and Miami Swim Week. We did a pop-up with South by Southwest (SXSW).”

These events allow Tiger to bring the Amazon live stream experience to new audiences and help creators generate content in unique environments. “We like to bring the audience into places they’d maybe not be able to travel to and let them feel what it feels like to be there,” she explains.

Through expansion, Tiger aims to capitalize on the growth of the live stream marketplace, which Shermin believes will follow patterns already established in Asian markets. “As you may have heard, live streaming is the way of the future. It’s huge in Asia. It’s just taking its time to get to the U.S.,” she notes.

By developing training and production capabilities specifically for live stream selling, Tiger is helping shape a channel that promises more direct measurement of creator impact.

“I think that’s the biggest change that I’ve seen. Back in the day, being able to take amazing photographs, doing a grid plan, and having it be very aesthetic was what got you the brand deal,” Shermin observes. “With AI, I don’t think that’s the way it’s going to be anymore because all of that can be recreated.”

Tiger has set its sights on what Shermin believes will define creator success: “If you’re able to talk to the camera, if you’re able to have people follow along your journey, that’s the future of how to be a successful creator.”