Creators Eating the World

" Everyone is realizing that the opportunity of the creator economy is much broader and deeper than originally anticipated. Creators aren't simply disrupting the media world, they're turning entire industries upside down. Because they are scalable friends, educators & retailers, they can take over the markets of loneliness, education & CPG.... See more

Who will we even consider to be creators? I see two trends having an impact here. First, the line between mainstream and digital talent will fade away: not so much through creators ‘breaking through’ into the mainstream (a narrative that already feels out-of-date), as through the opposite - talent that has (or would have) found an audience through ... See more

What’s striking about the creator phenomenon is that it isn’t a vertical trend; rather, it’s a through-line that cuts across social, gaming, crypto, media, commerce. It is both the future of work, with creators forming a new class of digitally-native entrepreneurs, and the future of leisure. And while the creator phenomenon is often thought of as a... See more

Creator Economy- anyone who is creating community around original content.

The social returns to prescient taste and committed fandom just went up dramatically. This dynamic will upend how cultural trends are born, financed, grow and die, change marketing and community building, and turbocharge the value of influence. It will also create a backlash to the financialization of every aspect of creativity, and leave us to gra... See more

There are fundamentals that I don’t see changing: money comes into the ecosystem either from advertisers looking to reach an audience, or from the audience itself. For the former, the creator economy will continue to capture a greater and greater share of ad spend, mostly because it will capture a greater and greater share of viewer attention. But ... See more

The explosion of influencers and creators on YouTube, Instagram and TikTok has proven yet again the power of personality. The direct connection an audience feels to these stars is powerful. We’re seeing Substack and forward thinking publishers like Complex, Barstool and Axios capitalize on this dynamic. (The risk is obviously the limited enterprise... See more