Musa Tariq

[upbeat music] I'm Seth Matlins, and this is Create or Destroy, a business show, a marketing show, and a show that argues they've always been the same thing.

My guest this week is Musa Tariq, who began his career in what was at the time the wild new frontier of social media.

Back in 2008, Musa was a social media manager at Burberry, where he convinced the brand to invest six figures on satellite bandwidth to live stream a Hyde Park fashion show, the first fashion show to be live streamed, by the way, setting expectations with senior management that they'd reach an audience of a million viewers.

Having to tell Burberry CEO Angela Ahrendts that they delivered only six hundred and seventy-three, by the way, not six hundred and seventy-three thousand, just six hundred and seventy-three, wasn't the best day of Musa's career, as he'll tell it, but it was among its most important.