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The Entertainment Industry Welcomes Creators
The next Spielberg?
Major music, film, and TV companies are quickly building creator divisions to work with talent to expand their brands and creative work.
The Big Picture: The massive success of Backrooms, Obsession, and Iron Lung isn’t just making Hollywood search for hit internet-native IP to develop — it also wants to pinpoint the next Kane Parsons, Curry Barker, and Markiplier. Creating the infrastructure in-house to support promising creators is likely the best way to get in on the ground floor of their creative expansion.
Behind The Scenes: You know something’s in the ether when four creator-economy ventures are announced on the same day.
Live Nation debuted Creator Nation, which is designed to “provide support to creators around content, commerce, brand partnerships, and live experiences, with plans to acquire and grow management firms and adjacent businesses,” per THR.
WME rolled out Creator Labs, “an in-house digital operations team that helps creators build and scale their businesses on YouTube and elsewhere,” also per THR.
AGC Studios is launching AGC Digital — a division within the independent financier that will “partner with digital creators to turn their ideas, content, and audiences into entertainment franchises,” writes Deadline.
Atlas Entertainment struck a deal with Culture Genesis to “jointly develop film, TV, and short-form titles drawn from Culture Genesis’ archive of talent and content” — a roster that includes IShowSpeed, Kai Cenat, and REACT, per Variety.
Closing Thoughts: Each company noted that creators are much more than one-off talents these days — they’re sprawling business empires with a creative foundation. That means films, startups, apps, live events, and so much more can spring from the same creative mind. It’s exactly what agencies have been nurturing with A-list celebrity clientele.
But in this new era, Kai Cenat can have as much cachet as The Rock.
The Future: A little over a decade ago, almost all the studios had influencer divisions making low-budget films for digital distribution. Prepare for those divisions to restart — but this time, with a focus on theatrical distribution. Theater chains themselves may even try to cut direct 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.