How I Built This with Guy Raz

Advice Line with Julia Hartz of Eventbrite

February 12, 2026

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  • For content creators with a product component, like Pottery to the People, the YouTube channel should function as a content marketing engine designed to strategically drive traffic and sales to the owned e-commerce platform. 
  • For businesses built on unique experiences, like Anyway Magazine or Auntie Mystery, leveraging in-person events (even short ones) is crucial for building community, creating brand ambassadors, and overcoming initial customer skepticism. 
  • Founders should allow themselves to dream big about their mission's potential impact, as pragmatic focus alone can sometimes limit the imagination regarding the ultimate scale and significance of their venture, as reflected by Julia Hartz of Eventbrite. 

Segments

Introduction and Eventbrite Update
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(00:00:00)
  • Key Takeaway: Julia Hartz discusses the recent acquisition of Eventbrite by Bending Spoons.
  • Summary: The episode opens with ads, followed by Guy Raz introducing Julia Hartz. Raz congratulates Hartz on the Eventbrite acquisition news, and Hartz confirms the transition, focusing on the mission’s long-term sustainability.
The Strategic Value of Events
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(00:03:44)
  • Key Takeaway: Events bridge the gap between online community and real-life connection, a trend that continues to grow.
  • Summary: Hartz discusses research showing Gen Z desires real-life extensions of online relationships. Raz notes the growth of live podcasting events on the Eventbrite platform.
Advice: YouTube vs. E-commerce
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(00:06:17)
  • Key Takeaway: YouTube should be treated as the engine and advertising billboard driving traffic to the owned e-commerce shop.
  • Summary: Mia Miller struggles balancing her YouTube content creation with her pottery tool shop. Hartz and Raz advise her to reframe YouTube as a marketing tool to scale the shop, which she owns, rather than relying equally on both.
Advice: Marketing an Analog Magazine
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(00:19:04)
  • Key Takeaway: To market the print magazine, target nostalgic parents online and explore launching a complementary podcast.
  • Summary: Jen Swetzoff seeks advice on building awareness for ‘Anyway Magazine’ despite limited resources. Advice focuses on targeting parents via Instagram, considering a podcast, and utilizing physical distribution through private schools.
Advice: Selling Intentional Baking Kits
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(00:33:14)
  • Key Takeaway: Embrace the longer preparation time as a feature (slowing down) and use experiential events to build community.
  • Summary: Anga, founder of ‘Auntie Mystery,’ asks how to frame the longer baking time as intentional. Hartz suggests leaning into the ‘slowing down’ narrative, and Raz recommends hosting workshops via Eventbrite.
Hartz’s Advice to Her Younger Self
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(00:43:39)
  • Key Takeaway: Pragmatic founders should still allow themselves to dream big about the potential scale of their mission.
  • Summary: Hartz reflects that she was too practical when starting Eventbrite and wishes she had allowed herself to dream about the massive impact the company would eventually have.