Eric Sheinkop - Co-Founder and CEO - The Desire Company

Eric Sheinkop is a Chicago-based entrepreneur, author, and tech innovator known for disrupting legacy industries through expert-driven content and music technology. He is currently the Co-Founder and CEO of The Desire Company.Launched in 2018 (originally as DesireList), The Desire Company is a content-as-a-service platform that replaces traditional "influencer marketing" with "expert marketing."Mission: The company builds trust in e-commerce by providing video reviews, how-tos, and classes from vetted professionals—such as NFL trainers, celebrity stylists, and master mechanics—rather than paid social media influencers.Scale: Under his leadership, the company has raised over $25 million and provides expert content for major retailers like Target, Walmart, and Best Buy.AI Focus: In 2026, Sheinkop has been a vocal advocate for the "humanity" of expertise, arguing that while AI can generate content, real human experience is the only way to maintain consumer trust in an increasingly automated world.Before his pivot to retail tech, Sheinkop revolutionized how brands use music.Music Licensing: He co-founded Music Dealers, which became the world’s largest independent music licensing platform.Coca-Cola Partnership: He famously sold a stake in the company to The Coca-Cola Company, becoming their exclusive global music partner and generating millions in royalties for independent artists.Bestselling Author: He has written two books on the intersection of music and marketing: Building Brands with Music and the Amazon #1 bestseller Return of the Hustle. Both are used in university curricula at institutions like NYU and Princeton.Recognition: He has been featured in Billboard’s “30 Under 30” and Crain’s “Tech 50.” His work has earned multiple Cannes Lions and Clio Awards.Personal: Sheinkop often speaks about his experience with dyslexia, using his journey as a published author to inspire other entrepreneurs to view their differences as strategic advantages.Current Venture: The Desire CompanyPrevious Success: Music DealersAuthor & Accolades