Who we are
Marz Marcello (They/Them)
CEO | Co-Founder
About
Marz is an experienced Operations Manager, PR Agent, Project Manager, Audio Engineer and Podcast Producer, Executive Producer and NCAA Broadcast Engineer with over a decade of expertise in terrestrial radio, podcasting, public relations and communications.
They have a proven track record in earned media, podcast guest booking and team management. In one year they successfully booked over 100+ earned media placements and led their team in the booking of 1,000+ earned media placements featuring thought leaders on podcasts.
Recognized for their leadership skills, Marz has also successfully built multiple departments for various different entities. This was done through the creation of organizational structures, developing processes and procedures and building pipelines to maintain timely execution on client deliverables.
They formerly co-hosted an AM/FM radio show, were formally trained and certified in audio production. They have skills in all aspects of audio production, including editing, recording, mixing, and mastering. They can even build you a microphone!
Michael Bickett (He/Him)
COO | Co-Founder
About
Michael Bickett is an award-winning podcaster with over a decade of experience and 1,000+ podcast credits. As the Founder and COO of Certified Crucial, he helps creators monetize their podcasts through eco-friendly, custom merchandise solutions. Michael is also the Founder and CEO of Geeks Under the Influence, an award winning digital media company.
A mentor for the RVA Community of Podcasters, he’s passionate about making the podcast industry more inclusive and accessible. With expertise in branding, monetization, and community-building, Michael is a sought-after speaker on topics like creator-driven merchandise, co-branded deals, and creating equitable opportunities in digital spaces.
Topics to Speak on:
- Why Merch Matters
- How to Make the Podcast Industry More Equitable
- Utilizing Merch as a Growth Metric
- When to use Print on Demand and When NOT to use Print on Demand
- Introducing Co-Branded Merch Deals
- The Need for Tangibie in a Digital Space
RETHINKING PODCAST MONETIZATION
Certified Crucial’s aims to disrupt the digital creator monetization landscape by tapping into the power of fiercely loyal listener bases.
We empower brands and creators through tools and merchandise that directly connects with their audience.
Traditional digital content monetization models focus on reaching minimum download thresholds to attract brands. While valuable, there’s a bigger picture; by prioritizing audience-powered revenue streams, creators will build a foundation that attracts stronger brand partnerships later
VINYL: A PERFECT MATCH FOR PODCAST LISTENERS
Certified Crucial’s premiere offering leverages the surging popularity of vinyl records. Putting podcasts on vinyl will tap into an already thriving collector community.
While record collecting is often driven by a deep appreciation for audio content, many collect vinyl simply to have a tangible piece of the audio they love. A key insight from Luminate research suggests only 50% of vinyl consumers actually own a record player! Beyond a love for audio, the real driving force behind vinyl lies in nostalgia and community.
MERCHANDISING STRATEGY
We assist digital creators develop a complete merchandising strategy:
- Vendor Sourcing
- Production
- Fulfillment and logistics
- Sales and Inventory Strategy
- Co-Branding with existing advertisers
- Unique limited-edition merchandise from Crucial Creators
- Pre-order campaigns
CRUCIAL CREATORS
Certified Crucial supplies digital creators and brands with merchandising solutions as unique as their content. In addition to offering traditional merchandising solutions, we source inventive, hand-crafted, and limited run branded products from independent crafters!
Our Crucial Creators program pairs seasoned artists and makers with digital brands and creators to collaborate on unique limited-edition collectables for fans and audiences. Certified Crucial is 100% committed to ethical profit splits with independent artists and creators.
Who is Certified Crucial?
Certified Crucial, LLC was formed out of a personal mission to help creatives recognize, access, and unlock the full potential of audiences. Our services provide the tools and resources necessary to effectively monetize products and content. The company’s founders are creators themselves. Marz, Michael, and the rest of the Certified Crucial team are committed to fostering a thriving and collaborative creative community; A place where every voice is celebrated and amplified.
Certified Crucial is an LGBTQIA+ owned company offering digital creators unique and high-quality merchandising options for fans. We have the traditional merch you’d expect on any creator webstore, and unique items custom-tailored to your audience niche.