In this episode, Don Burns of I Am Lakeland® sits down with Emily Mort, the creator of Lakeland Lense, to discuss their shared passion for the community of Lakeland, Florida. The conversation highlights how both of their projects originated during the COVID-19 pandemic as creative outlets intended to foster positivity amidst global uncertainty.
Emily Mort shares her journey of evolving Lakeland Lense from a personal photography hobby into a more intentional, community-focused brand. After a recent rebrand, she defined five key pillars for her content: stories and folklore, wildlife, market ventures, creative makers, and culinary crafters. She emphasizes her goal of spotlighting “micro-businesses”—small-scale entrepreneurs at local markets who lack traditional marketing budgets. Emily also discusses her strategic shift toward building a robust foundation through her website and a future newsletter, noting that relying solely on social media platforms for an audience is a risky long-term strategy.
Don Burns mirrors this sentiment, detailing his own experiences with I Am Lakeland® and his transition from social media-based engagement to hosting a video podcast. Both creators express amazement at their parallel growth paths, from being born and raised in Lakeland to their mutual appreciation for local landmarks like the Southgate shopping center sign.
As the discussion unfolds, the two explore potential collaborations, including guest spots on each other’s podcasts and the integration of their respective brand efforts. The conversation concludes on a positive note, with both reflecting on the fact that while they hope to eventually monetize their side hustles, the core motivation remains the joy of highlighting the beauty and people of Lakeland. 5
