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February 17, 2022
Posted August 17, 2021

Where the Creator Economy Is Headed Next | Source: Variety

author
Jennifer Wolfe
Content Partner
NAB Amplify
creator economy

“Long before anyone heard of overused terms like ‘creator economy’ or ‘influencers,’ Dan Weinstein was at the forefront of the once tiny business of turning digital-native celebrities into household names.

“If you remember early YouTube sensations like Fred Figglehorn or the Annoying Orange a decade ago, Weinstein played an instrumental role in their rise as part of Collective Digital Studio, a spin-out of a former Hollywood management powerhouse. Earlier this year, he reunited with his former Collective partners to launch a new firm, Underscore Talent, dedicated to discovering the next wave of emerging talent, albeit on a playing field very different than the one where Weinstein started.”

Source: Andrew Wallenstein, Variety

AT A GLANCE:

As platforms from Snapchat to Clubhouse vie to attract the best talent, Underscore Talent’s Dan Weinstein discussed what he sees as the developing arms race currently taking place in the creator economy during a recent episode of Variety’s new weekly Strictly Business podcast.

Underscore Talent’s Dan Weinstein
Underscore Talent’s Dan Weinstein

“We’re lucky if they were earning a $1 million a year or $2 million a year, that was the top half of 1%,” Weinstein told Strictly Business host Andrew Wallenstein during the episode. “Now you’ve got the top half of that same 1% earning $20, $30, $40 million and building companies that I think arguably could be the next unicorns. And that’s just a really exciting place to be.”


CRUSHING IT IN THE CREATOR ECONOMY:

The cultural impact a creator has is already surpassing that of traditional media, but there’s still a stark imbalance of power between proprietary platforms and the creators who use them. Discover what it takes to stay ahead of the game with these fresh insights hand-picked from the NAB Amplify archives:
  • The Developer’s Role in Building the Creator Economy Is More Important Than You Think
  • How Social Platforms Are Attempting to Co-Opt the Creator Economy
  • Now There’s a Creator Economy for Enterprise
  • The Creator Economy Is in Crisis. Now Let’s Fix It. | Source: Li Jin
  • Is the Creator Economy Really a Democratic Utopia Realized?

Weinstein also noted that the burgeoning growth of relative newcomer TikTok meant that older, more established platforms were just beginning to take notice. “I think with the exponential growth of TikTok and all the value that TikTok is providing to creators and influencers, you see a lot of the more established platforms that may have been behind the eight ball in that regard, starting to try to play catch up,” he said.

Listen to the episode, entitled “The Arms Race Fueling the Creator Economy,” in the audio player below:

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