Latest news with #creatorEconomy
Forbes
3 days ago
- Business
- Forbes
How Brands Can Unlock The Creator Economy
Future of the creator economy. getty An estimated 150 million Americans watched Apollo 11 land on the Moon in 1969. Brands like Volkswagen, IBM, Sony, General Electric, General Motors and Panasonic capitalized on the spectacle through broadcast advertising. Many of the world's most recognized brands have been built on the back of TV advertising. Back then, attention was easy to buy if you had a hero campaign and a respectable media budget. Today, audience fragmentation makes it more challenging and more expensive to reach the same number of people. To unlock growth, marketing spend is shifting from traditional TV to influencer marketing. New WFA research shows that 54% of multinational brand marketers plan to boost influencer marketing spend in 2025. In a recent interview, Fernando Fernandez, the new Unilever CEO, highlighted the FMCG's ambition to build 'desirability at scale.' Unilever plans to spend half of its ad budget on social media and work with 20 times more influencers. Fernandez stated, 'Messages of brands coming from corporations are suspicious messages.' He added, 'Creating marketing activity systems in which others can speak for your brand at scale is very important.' The rationale is clear. People trust people more than they trust faceless corporations. However, if brands want to unlock the creator economy's value, they need to overcome three major challenges. Influencer Fatigue Becoming a TikToker or YouTuber is now officially the number one career aspiration for Gen Alpha. Since I first wrote about the creator economy, the market has doubled and is estimated to reach half a trillion dollars by 2027. As more money flows into the sector, the creator content space will become oversaturated and commodified. In summary, a higher proportion of creator content will be brand-sponsored. This is an inherent attribute of marketing. Where attention goes, money flows. However, most people don't follow their favorite creator to learn more about mustard, Marmite or mayonnaise. Unless managed carefully, people suffer from influencer fatigue as their feeds get inundated with inauthentic brand promotions. We are already seeing the rise of digital detox and the resurgence of real-life experiences amongst Gen-Z. Young people want to break free from social media and find human connections again. To avoid influencer fatigue, brands need to surrender control and give creators the creative freedom to communicate with their audience in their own unique way, instead of reading out a corporate message. Nonetheless, working with thousands of creators can dilute brand consistency and equity. Each creator will have a slightly different approach, messaging and audience. Brand managers can't control the narrative like in broadcast media. Therefore, making brands more susceptible to backlash. As seen with Poppi's vending machine controversy, Bud Light's boycott and Shein's influencer backlash after a factory tour. Brands should focus on relevant micro-communities with shared values, interests and passions. Creator-Owned Brands Brands are no longer competing with other brands for consumers. They are now in direct competition with a new generation of creators establishing and growing their own brands. Creators have a strong parasocial relationship with their audience, whereas brands must continuously pay to reach their desired audience. A recent survey shows that 88% of creators have already launched their own product. Moreover, 33% of Gen-Z have purchased a product from a creator-founded brand. Creators are not just distribution channels. They are brand builders. Though most creator-owned brands are small and medium-sized DTC operations, we are starting to see the emergence of global creator-owned brands. For example, Huda Beauty was ranked the number one beauty brand in Q1 2025, above NYX, Dior Beauty and Charlotte Tilbury. Hailey Bieber's skincare brand, Rhode, was recently acquired by E.L.F. Beauty for $1 billion. And Emma Chamberlain's coffee brand is projected to hit $33 billion in revenue this year. For brands, the relationship with creators has to expand beyond a transactional social post into a strategic partnership founded on shared values. Brands bring global scale and resources; creators have a highly engaged community. Building joint ventures and brand ambassador programs should be a top priority. Deinfluencing The deinfluencing hashtag has over a billion views across more than 75,000 posts on TikTok. Deinfluencing is when creators tell followers what not to buy and which brands to avoid. Young people are using social media to discourage needless consumption. The cost of living crisis, growing awareness of the climate emergency and micro-trend fatigue are motivating a growing number of creators to deter their friends and followers from buying more stuff. If the trend continues to gain momentum, it poses a serious risk to brand advertising and influencer-backed campaigns. Deinfluencers often offer hacks, DIY alternatives and better-quality options. The aim is to make people more conscious of their consumption habits. If people still need to buy, a deinfluencer usually signposts their audience to the most ethical and sustainable option. The movement will make creators more wary about the brands they collaborate with. For brand marketers, deinfluencing requires a shift to more honest communication, ethical products and circular business models. Otherwise, your brands and products will be at risk of being deinfluenced. Already, 64% of Gen-Z have decided not to spend with a brand as a direct result of engaging with deiinfluencer content. In the words of Jeff Bezos, founder of the world's biggest e-commerce company: 'Your brand is what other people say about you when you're not in the room.'
Globe and Mail
6 days ago
- Business
- Globe and Mail
QYOU Media India Completes Sale of "Q" Broadcast Channel in India
QYOU Media Accelerates its Strategic Shift towards a Creator Economy and Social Media Marketing-Focused Business Model MUMBAI, India and TORONTO , May 28, 2025 /CNW/ - QYOU Media Inc., (TSXV: QYOU) (OTCQB: QYOUF), via its subsidiary corporation, QYOU Media India Pvt. Ltd., has announced the completion of the sale of its India free-to-air broadcast channel, "Q TV", to Oscar Media Pvt. Ltd. Oscar Media operates multiple channels across India in a variety of local languages. Terms of the transaction were not disclosed. The sale of the broadcast channel asset marks another step forward by QYOU Media, Inc., to execute on its previously announced go forward strategy focusing its resources and strategic efforts on high-growth segments within the global digital creator economy and social media marketing. These efforts will be carried out via the current business units in both North America and India , with the goal for future expansion. The company also continues to move ahead on the process to publicly list Chatterbox Technologies (Chtrbox), its India based influencer marketing and creator economy driven business, on the BSE (formerly known as the Bombay Stock Exchange). This will create the first publicly listed social media and influencer marketing business in India and will be led by Raj Mishra, former Country Manager of TikTok India. QYOU Media CEO and Co-Founder Curt Marvis commented, "Parting ways with the television business that helped launch us in India is bittersweet, but this transition empowers us to concentrate fully on the future—driven by the explosive growth in social media , AI and Creator-led marketing. We believe this pivot will unlock greater long-term value for our shareholders. The television business has been marked by huge upheaval globally and it was simply time for us to move decisively into the areas of our business where we see the strongest positive growth opportunities for many years to come. We wish Oscar Media the best of luck with the channel and we thank all the people who helped build it with us along the way." About QYOU Media Among the fastest growing creator driven media companies, QYOU Media operates in India and the United States through its subsidiaries, producing, distributing and monetizing content created by social media influencers and digital content stars. Our influencer marketing business in India , Chtrbox, is an influencer and marketing platform and agency, connecting brands/products and social media influencers. In the United States , we power major film studios, game publishers and brands to create content and market via creators and influencers. Founded and managed by industry veterans from Lionsgate, MTV, Disney, Sony and TikTok. QYOU Media's millennial and Gen Z-focused content has reached more than one billion consumers. Experience our work at and Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.
Globe and Mail
6 days ago
- Business
- Globe and Mail
Remote but not removed: How to build a team culture without an office
What does team culture look like when your company has no physical office? For Kensington Grey, a Toronto-based influencer management agency, it means making connection intentional. Every month, the company gathers for two days of brainstorming and bonding – part strategy, part social reset. 'We have our departmental meetings and opportunities for everybody to share ideas. And then we usually go out for drinks or something like that after work,' says president and CEO Shannae Ingleton Smith. Making an effort to create those ties is especially important to Ms. Smith as Kensington Grey's team of 63 all work remotely. The team of 63 all work remotely. The company accesses their temporary headquarters via Flexday, which matches companies with well-resourced private office spaces. Ms. Smith, who formerly worked in media sales at Rogers, launched Kensington Grey in 2019. She got the idea after coming across a Facebook group advising aspiring influencers, and recognizing that a budding creator economy was taking shape. To thrive, many startups like Ms. Smith's, as well as established companies, are re-thinking their HR strategies to forge tighter employee communities. That can be challenging in the era of remote or hybrid work. According to an April 2025 global survey of workers in 40 countries, Canadians work from home more days than workers in any other country. But are those remote days creating real connection? Justin Raymond, founder of Flexday, sees a palpable difference in sentiment when teams return to an office on their terms and cadence. 'They're so excited to be back together, but they don't want to do it permanently.' With Flexday, companies can access the familiar office setup, complete with workstations, meeting rooms, private spaces and a kitchen. 'It's exactly what they knew and are used to. So they can just get back into that mode, but they're paying by a credit card, not a long-term lease,' says Mr. Raymond. Intentional gatherings are a way to get a 'shot of connection' that has lingering team benefits, says Sacha Connor, founder of the U.S. remote-work consultancy Virtual Work Insider. Ms. Connor, who has worked with enterprises such as Under Armour, Sephora and Toyota, says a major current challenge is getting employees on the same page. 'When I get brought in, I see a lot of individuals transacting with each other versus operating and collaborating as a team.' She adds that defining goals and work styles together and openly can help each staff member feel like they belong. 'Team-working agreements actually create trust.' For large companies with teams in multiple time zones, this can be as simple as getting them to map out their locations and schedules. 'It's a foundational exercise,' says Ms. Connor, one that can contribute to a team spirit. Kensington Grey finds a way to build micro-communities in other ways, such as reallocating savings gained from having no office into a travel budget. Pairs or small groups of employees visit with clients across North America, building business and their own work relationships. Ms. Smith knows too that meetings can overtake the day. Since early 2025, she's implemented a no-meeting policy on one morning a week, dubbed 'Thoughtful Thursdays.' 'It's an opportunity to recharge mentally while still working,' she explains. She says Kensington Grey has aimed to be an inclusive employer, and sees newer work arrangements as something that empowers staff to have ownership over their day. 'In the pre-pandemic world there was a false perception that your employer owns you,' says Smith. 'It [remote or hybrid work] just makes it more of a balanced exchange between the employer and employee relationship that results in overall well-being increasing for employees. Community is one of our biggest strengths despite being a remote company.'
Forbes
7 days ago
- Business
- Forbes
SXSW London 2025 And The New Leadership Code: Feel More, Lead Better
What do guest speakers Deepak Chopra, Demis Hassabis, Wyclef Jean, and the CEO of OnlyFans have in common? At first glance, not much. But according to SXSW London, they're all part of the same evolving narrative. From June 2-7, 2025 the newest global event in the SXSW constellation, after SXSW Sydney; lands in East London, transforming Truman Brewery, Rich Mix and over 32 other venues in Shoreditch and Tech City, (East London's Silicon Roundabout) into a cultural epicenter. Yes, SXSW London will deliver over 800 conference speakers, 600 live music performances, 110 film & TV screenings, a high-profile arts programme with UK debuts, alongside networking invitations and immersive events — but I'd say it signals to something more—a new leadership blueprint for a post-logic, post-performance age. What makes me say that? Having delivered keynotes at numerous leading conferences around the world, I can say with some perspective that the programming here demands attention. First, the most urgent conversations on AI, media, mobility, spirituality, and the creator economy are no longer happening solely in Silicon Valley — they're unfolding in East London and Europe. And second, in 2025, the most valuable leadership skill won't be technological fluency. It will be emotional and spiritual fluency. In other words, threaded throughout the SXSW London schedule is a clear cultural message: Welcome to the age of the Spiritual Technologist. Spiritual guru turned wellness empire architect, Deepak Chopra may not seem like a first thought for a tech conference amongst a slew of AI engineers, quantum physicists and innovators in tech—but that's exactly what I think makes his presence at SXSW London so revealing. Because in a world increasingly flooded by machine learning, generative AI, and predictive everything, the one thing we can't code is the one thing that audiences remain starved for— human connection. And brand trust today isn't just built through logic, utility, or even performance; it's built through emotional clarity, intention, and the ability to create meaningful connections. I've spoken before about the need for brands to be brave enough to release societal tensions and to provide permission. I have no doubt Deepak Chopra will be confronting what it means to build human-first tech, technology that listens, products that understand. Brands that don't just function, but feel. Audiences still care how powerful your algorithm is but they also care just as much, if not more so, about whether your brand makes them feel seen and understood in a world that increasingly doesn't. And that in my mind is not sentimentality—it's strategy. Deloitte would agree. According to a study by the organization, brands that lead in human-centered connection consistently outperform those focused solely on scale or efficiency. Turns out, in a tech-saturated economy, it is indeed emotional infrastructure, not digital infrastructure, that's becomes the defining differentiator. Demis Hassabis — cofounder and CEO of Google DeepMind — isn't a personal brand in the conventional sense. He's not posting daily insights on social media or staging podcast appearances etc. Many outside his immediate AI circle might not have even heard of him. And yet, his presence at SXSW London matters more than you might think. Why? Because I believe it signals a shift—or expansion—in what we'll start expecting from the personal brands of leaders — not more noise, but more necessity. When Hassabis steps onto the SXSW London stage as part of the keynote speakers lineup, he won't just be representing models and datasets, he'll be embodying a new kind of leadership identity: one rooted in originality, and real authority. So while showmanship certainly still has its place in personal branding, I believe we will start to see more leaders start to emerge with an integration — of intellect, values, and cultural relevance that might not so easily be replicated — not on social media, not as a sound bite, not in marketing decks, and not by AI. Hassabis will most likely demonstrate a leadership that doesn't trade in optics, but trades in substance. Regardless of your leadership proposition, the full slate of SXSW London keynote speakers — including Wyclef Jean, Alex Kendall etc. — proves something we don't hear enough: the future of influence no longer belongs to companies, it belongs to individuals. And not just any individuals — but those who've turned personal philosophy into professional momentum. I have no doubt the winners of the SXSW pitch won't just be pitching products, they'll be pitching belief systems. Translating who they are into what they build. And I bet this dynamic will play out across every part of SXSW London's regional events. Interestingly, Harvard Business Review also states that leaders who actively shape their personal brands — grounded in values, not just image — are far better positioned to drive influence and trust across teams, industries, and audiences. And personal branding will continue to evolve from a side project to a strategic driver of professional authority. Bottom line? What matters today isn't just scale, it's specificity. Audiences are done following logos. They want to follow people. I've long believed that convergence is the future—in every sense. And convergence is the exact theme of the SXSW London festival. From film screenings of movie titles like Deep Cover, to artistic experiences and showcases by new talent from American record label scenes — and all of it powered by the energy of Tech City — SXSW London isn't a conference. It's a remix. The special events at SXSW London aren't organized by verticals but a full-blown multimedia activation experience that fuses fashion, finance, faith, and futurism into something messy, alive, and urgent. Similarly, leaders must also resist the temptation to be boxed in by industry labels or parameters that give them a false sense of security. According to Deloitte, the most fertile ground for breakthrough innovation lies at the intersection of disciplines — not within them. What does this mean? The more companies embrace convergence across technology, design, and culture, the more likely they are to lead. Because tomorrow's brands don't just need to coexist, they need to collide, cross-pollinate, and mutate into something entirely new. As I've said before, an influential brand isn't just seen it's felt. Take OnlyFans— a subscription-based content platform known for empowering creators to monetize exclusive content, from adult entertainment to fitness and music. The platform has a super engaged audience involvement — with numbers any brand would envy. But the numbers only tell half the story. From my perspective, OnlyFans true power also lies in the permission it provides its audience, in the intimacy it creates with its viewers — intangible qualities no spreadsheet or metric will ever be able to fully capture. That's what Keily Blair, the platform's CEO, I hope will further highlight at SXSW London: a conversation not just about growth, but about gravity. Indeed, academic research in Sustainability confirms that empathy and emotional engagement are key to sustainable brand relationships. Brands that resonate on a human level don't just get attention — they earn enduring loyalty. Then there's Topjaw, the creator duo behind travel content that's as precise as it is personal. Their SXSW session, 'A 10-Year Overnight Success,' challenges the myth of virality. This brand didn't explode overnight but built, refined, listened, and stayed consistent until they broke through. SXSW London's line up doesn't seem to be just another annual event or showcase for angel investors. It's more of a cultural barometer. A litmus test. A new kind of leadership training ground. It's showing us what will matter next. Not just your product but your presence. Not just your metrics but your meaning. Because in the age of the Spiritual Technologist, your value won't just be measured by followers, funnels, or even performance. It will also be measured by how deeply your brand moves people. By how clearly you stand for something no one else can replicate. So chase your KPIs. Fine-tune your media plan. Launch your next campaign. But if your brand can't stir something deeply human and if it can't make me feel, think, or believe — then you're just another activation lost in the scroll. And that's one data point your dashboard will never tell you. But then again, that's what I'm here for. Named Esquire's Influencer of the Year, Jeetendr Sehdev is a media personality and leading voice in fashion, entertainment, and influence, and author of the New York Times bestselling phenomenon The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right).
Entrepreneur
26-05-2025
- Business
- Entrepreneur
5 Things YouTube CEO Shared on India's Booming Creator Economy
"About 15%, roughly 45 billion hours of watch time of Indian content happens outside India. So, it's not just a creator economy. It's a cultural export engine," says Neal Mohan, CEO, YouTube You're reading Entrepreneur India, an international franchise of Entrepreneur Media. With more people gaining access to the internet and digital platforms, India's creator economy is growing rapidly. In 2025, it was valued at around USD 1,457.4 million and is expected to rise to about USD 5,930.5 million by 2032, growing at an annual rate of 22.2 per cent, according to Coherent MI. Popular platforms like YouTube and Instagram remain favourites among Indian content creators. These platforms offer great reach and earning opportunities, and they keep adding features that help creators grow. India also has the world's largest YouTube user base, with over 491 million active users, according to GrabOn. The platform is estimated to bring in over USD 1 billion in yearly revenue from India alone. During a conversation on Nikhil Kamath's podcast People, Neal Mohan, CEO, YouTube shared five major insights about India's growing creator economy. India, a global creator powerhouse Mohan believes India is on the verge of leading the global creator economy, thanks to the sheer scale, energy, and entrepreneurial drive of its content ecosystem. "India really is at the cusp of being a true creator nation. And I think the insight, at least for me, was the recognition that India's creator economy is not just important for India, but will have global implications," said Mohan. "About 15 per cent, roughly 45 billion hours of watch time of Indian content happens outside India. So it's not just a creator economy. It's a cultural export engine." YouTube's footprint in India is vast, 4 out of 5 Indians use the platform, with over 100 million channels and 15,000 creators now crossing the million-subscriber mark. "When I was here last, just a few months ago, that number was, I think, 11,000. When I first started at YouTube, like, 10 years ago, that number was, like, four or five. So just this proliferation of amazing content, amazing creativity is what YouTube is today. And that's what you should expect it to be five, 10 years from now, too." Creators are the new entrepreneurs For Mohan, creators today are not just artists, they're startup founders, business owners, and global brand builders. "Yes, you have to be a creative person, an authentic thought. You have to share it with yourself, but you also have to be an entrepreneur. What I mean by that is like truly entrepreneurial in the best sense—someone who's willing to work hard and really give into their passion kind of a thing." He warned that if someone is only chasing sales (like selling T-shirts), they'll struggle to sustain success without genuine creative passion. "If your only goal in life is to sell T-shirts, then you better also really care and have passion around creating content. It shouldn't be a means to an end. If you don't have passion around that, you're not going to be your authentic self, and fans will figure that out very, very quickly, and you're not going to build a fan base." He added, "YouTube can be a bit of a slow burn… Build consistently, and let the audience discover you." Youtube is a stage, not a gatekeeper YouTube's approach, Mohan emphasised, is not about curating or programming content like a traditional media outlet. Instead, it builds the tools, infrastructure, and technology to empower creators and let them thrive independently. "The analogy that I use that I think sort of works best is most of the people at YouTube are software engineers or technologists, and our job is to build the stage. And I want that to be the best possible stage in the world." "When you come to this stage, to this theatre, the most comfortable seats, the best view lines, the most amasing effects or what have you, but that's it. That's what we do. The people that are on the stage are our creators. And so we have to create the tools and capabilities that make them shine, the best possible stage, and make viewers really want to keep coming back to that theatre." On the platform's role in political or societal influence, he added, "YouTube really is a reflection of what is happening in the world. And precisely, it's actually meant to be a reflection of what's interesting to you in the moment… The algorithm is just a reflection of the audience." AI will democratise creativity, not replace it Mohan is excited about how AI can support creators rather than threaten their relevance. He views generative AI as a new creative toolset that will lower production barriers. "The technology exists today, when you hit that plus camera on YouTube, to now within a few seconds give it a text prompt of, you know, let's change this set to one where we're sitting in a spring meadow and there's birds and flowers outside. And that's probably something that would have taken us days or weeks to put together… AI allows you to do that now in seconds." "My view is that [AI] is really going to be a tool that enhances human creativity, never replacing it… It is your decision or my decision to come up with that creative idea, and now it's there." He also highlighted creators' requests for more practical AI tools,"Why not just give me a translation of my video in 10 big languages? Why not give it to me in a thousand different languages? And why not do it in a way where it captures my tone, my inflection? AI will be able to do that and it will be magical too." Mohan added how AI could impact education. "Some kid, you know, trying to learn algebra in a small Indian village. And that's like a profound impact on humanity." Another one that comes to mind that creators always talk to me about is, you know, one of their biggest challenges is sort of the blank screen problem. Like I have a video, I have no idea what to do next. And I'm a travel vlogger. Well, could I iterate with an AI to actually help me come up with ideas on, you know, the next, where should I take my next trip? And what sort of video should I produce around it? So those are the types of things where a lot of AI innovation is happening because that's what makes it actually practical for real users." The creator economy is moving beyond ads While advertising continues to be YouTube's primary revenue model, Mohan urged creators to explore other monetisation opportunities from fan funding and subscriptions to e-commerce and direct sales. "Our fundamental business model is an advertising model, and that's because we're large-scale…But I also think that entrepreneurs should think about other types of monetisation models like SVOD (Subscription Video on Demand). We have a subscription business, right, with YouTube Premium, direct fan-funding models… Especially if you have niche content." He added that creators like MrBeast have used YouTube not just as a revenue source, but as the foundation to build vast businesses. "Jimmy Donaldson, MrBeast, has these five pillars of focus in his studio, in his office. The very first one is YouTube first. Because he knows that everything that he has derived has come from that investment on YouTube." "If you have a clothing line, or if you have some other product that you're very excited about, YouTube can be the home base by which you build all of those businesses over and over." By 2029, India's YouTube user base is projected to reach 859.26 million, marking five consecutive years of strong growth
