Media as a Service: The New Blueprint for B2B Creators
Shawn Walchef believes the future of business storytelling belongs to creators who act like media companies.
The founder of Cali BBQ and Cali BBQ Media has turned a San Diego barbecue joint into a digital media brand that now partners with major companies like Amazon, Uber, Yelp, and Toast. His model, called Media as a Service, is reshaping how creators and businesses work together.
“Every business has a story worth telling,” Walchef said. “The mistake is thinking you need permission or a big PR budget to start telling it.”
From SaaS to MaaS
Inspired by the software world, Walchef’s “Media as a Service” turns storytelling into a subscription model. Instead of chasing one-off sponsorships or consulting gigs, creators build recurring revenue through long-term partnerships.
“Think of it like a restaurant guest,” Walchef said. “You don’t want them to come in once, you want them to fall in love and keep coming back. It’s the same with media.”
Human to Human
The foundation of Media as a Service is what Walchef calls H-to-H: human-to-human content. People engage more with people than with brands, so he encourages companies to spotlight real voices, employees, leaders, and partners who tell authentic stories.
“When you scroll LinkedIn, are you more likely to comment on a post from a brand or from a person?” he asked. “Ninety-nine percent of the time, it’s the person.”
Build Systems, Not One-Offs
Media as a Service is about building a repeatable process: plan, produce, publish, and promote. Walchef learned this while creating his first podcast, which made no revenue for five years but paved the way for long-term success.
That consistency led to Restaurant Influencers, his show with Entrepreneur magazine, sponsored by Toast. “They didn’t just buy a podcast episode,” Walchef said. “They invested in a relationship.”
The Cost of Inaction
When people ask about ROI, Walchef reframes it. “ROI is the wrong question,” he said. “You should be asking about COI. The cost of inaction. What happens if you don’t start now?”
Every business needs a media strategy, and every creator needs recurring partnerships. The ones who commit to storytelling today, he says, will own tomorrow’s audience.
“It’s not about being a one-hit wonder,” Walchef said. “It’s about becoming indispensable.”
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