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Looking from the outside in, it’s easy to think that Pasha Grozdov makes money for jam.

The content creator and social media personality, who worked at TikTok’s global headquarters, is known for his irreverent takes on pop culture. “People think content creation requires minimal effort,” he says. “And sure, you could look at a project and think, that video took two or three hours to produce and it pays $10,000. But it’s not easy money.”

This perspective, says Grozdov, diminishes the years of experience he has built to get to this very place. “It takes so long to build a brand, to engage your audience, to refine the skill it takes to make each piece of content.

“The compensation for any given project isn’t for the hours of that particular task alone; it reflects the value of an extensive career spent cultivating a unique brand and mastering the art of impactful content creation.”

Grozdov, who has worked with clients including Sony, Ralph Lauren, Microsoft, Mercedes-Benz, YSL and Coca-Cola, started his journey at the University of Sydney, where he studied a Bachelor of Economics and then, a Masters of Management. Initially looking to a career in global governance, working somewhere like the United Nations, he felt the degrees would ground him suitably.

“I wanted a broad understanding of economics, and an insight into global commerce,” he says. “And later, I realised a Master’s would make an impactful difference in the private and public sectors.” It was this degree, he says, that became the foundation of everything that came next.

Not content to sit in a lecture theatre, Grozdov squeezed every drop from his campus experience. “University life was a blend of rigorous academic pursuits and enriching social experiences,” he says. During his Bachelor’s, Grozdov interned with a financial service provider (a “standout,” he says) and then interned with the Organisation for Economic Co-operation and Development in Washington D.C, through the United States Studies Centre. “It was truly transformative,” he says of his time in the American capital. “It deepened my understanding of global economic policies in the way only real, hands-on experience can.”

After studying, Grozdov launched a career at TikTok, joining as a community manager for Australia and New Zealand in 2021. Leveraging his passion for digital media, the role allowed Grozdov to connect creators with commercial partners, but it also gave him a start as a content specialist himself.

“My journey to becoming a full-time influencer and content creator took off with my initial forays into TikTok,” he says. His videos are pithy, self-aware and frequently self-deprecating, musing on everything from workplace culture to millennial self-care. From his local role in Australia, Grozdov was approached to lead global programs for TikTok in New York, but his own influencing career was taking off. When he was invited by a brand on a month-long sponsored trip to Europe in early 2023, Grozdov sezied the moment and quit his full-time role at TikTok to become an influencer.

These days, Grozdov crafts a minimum of one video per day for his 1,000,000+ followers across Tiktok and Instagram, and has a schedule he calls “meticulously organized yet flexible,” allowing him to be nimble enough to pack up any time and pursue an opportunity. “I have to be disciplined about things like physical and mental health – so for me, going to the gym – and having a daily routine,” he says, “because I find it ensures a constant stream of fresh, engaging material for my audience while keeping my well-being at the forefront. However, the unpredictable nature of some trips and opportunities means dealing with very last-minute invitations, adding an element of excitement and spontaneity to my routine.”

One of his pinch-me moments came earlier this year when he partnered with Sony to travel to the Great Barrier Reef, showcasing Sony’s cameras to tell the story of the reef. He’s also worked with Eurail to advise his followers on sustainable rail journeys, and it’s this blend of storytelling and commerce that gets his juices flowing.

“Technology has such transformative power,” he says. “The ability to connect with and influence global audiences led me first to to economics, but then to digital creativity.” Social media, Grozdov notes, wields power “akin to traditional forms of diplomacy.

“Platforms like TikTok and Instagram offer an opportunity to impact global discourse and cultural exchange on a scale comparable to what traditional diplomatic channels, like the UN, can achieve,” he says.

Grozdov still has ties to the University; indeed, he credits Professors Kai Riemer and Sandra Peter not only with pushing him to succeed as an undergraduate, but also as pivotal figures in his career transition. “Their podcast first recognised me as an influencer (in very early days of my journey), was not just a form of media acknowledgment but a source of inspiration,” he says. “They were mentors but it went beyond mere academic guidance. They instilled in me the the courage to explore the uncharted territories of digital content and influence.”

Pasha Grozdov recently shared his insights with the Sydney Alumni Community on LinkedIn as part of the ‘Ask Me Anything’ alumni series. Join today to connect with fellow alumni.