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Miami Is The New Creator Capital
Miami, always hot // Illustration by Kate Walker
Miami is quickly becoming the digital creator capital of America.
Why It Hits: While LA and NYC are still the entertainment and media capitals of the world, influencers are discovering that Miami offers more bang for their buck — and more exposure to brands.
Behind The Migration: Miami is trending, according to University of Hong Kong professor Patrick Adler (a contributor to the influential creator economy-focused Otis Report).
Miami is home to over 6,000 top Instagram influencers, compared to about 12,000 in LA and 11,000 in NYC.
While that makes it #3 in total population, it’s actually #1 when it comes to influencers per capita — both LA and NYC have total populations roughly three times the size of Miami’s.
That’s especially impressive, considering Miami is only the seventh-largest traditional entertainment market.
Last Looks: Adler’s research is also backed up by anecdotal evidence from execs and managers in the creator economy. Victoria Bachan, an SVP at Wasserman Creators, says the new generation of creators doesn’t really need to be in LA or NYC anymore — especially as the cost of living becomes increasingly unaffordable relative to their income. Becca Bahrke, CEO of Illuminate Social, adds that 80% of her clients now live outside those major cities, a complete flip from before the pandemic.
It looks like social media is democratizing not just content creation, but also where that content gets created.
Next Destination: Expect Madison Avenue to put on some sunscreen and head to Miami in a big way next year to make deals with creators.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.