The Internet enabled unprecedented access to celebrities, and the celebrities who have done best on social media are those who have leaned into this access. Influence is no longer about being an elusive star on the red carpet; influence is about being intimately familiar and relatable.

Influencers, now a slowly fading cliché in the Internet’s tableau vivant, found success articulating the cult of personality, and marketing themselves as direct-to-consumer-goods. The shift away from this algorithmic surrender can be traced to the macro and micro “creator economies” spawned by the likes of Patreon, Substack, OnlyFans and even... See more

Talent will increasingly own their audience, with the rise of “channels of one” and community-as-a-service... Equivalents to Substack (where you build and monetize your own email list) will emerge in video, communities, branded products (like Borgo, still pre-launch) and other ways to build, manage, and monetize your audience. Some early breakouts... See more