CREATORS TAKE STOCK
The Creator Economy Meets The Market
Happy Thursday Peaceniks! Ready to Create?
WATCH/LISTEN: APPLE PODCASTS | YOUTUBE | SPOTIFY
Over the that last decade, the definition of “Creator” has changed dramatically. Substack writers are Creators. Podcasters are Creators. Creators run businesses.
As Creators, this is a special week on the Media Odyssey Podcast for me and Marion Ranchet because we’ve got one of the Godmothers of The Creator Economy, Shira Lazar, as our guest.
Shira has been chronicling Creators and their careers on What’s Trending since before influencers were even called Creators. Shira’s reported from the frontlines, interviewing the biggest names and tracking the biggest trends in social media and marketing as a massive industry formed on these platforms and around these artists.
Now she’s started Creators 4 Mental Health, to support the talented small business owners who actually make up The Creator Economy. She recently issued an important Creators Mental Health Study, to better understand and address the various pressures and challenges artists and Creators face operating businesses while constantly generating content, in an ecosystem that appreciates reach but often greatly under values the hard work behind it.
As Shira says above, big businesses and agencies are now super aggressive about entering the Creator Economy, but few know how to actually work with Creators - treating them as content vending machines instead of the artists and community leaders they are.
Working with a Creator is not always as simple as “buying media.” You are asking someone to make content for their community that carries your message - to take a transaction and make it organic. It’s important that - just like a commercial director or celebrity endorser - we treat them as talented humans and not just content vending machines. Shira even created a Creator Bill Of Rights to help focus this important discussion!
As fellow creators, it’s amazing for me and Marion to have Shira on the pod to discuss the Creator community and how we ensure its safety and sustainability for all of us.
It’s also a special week on the pod for another reason…
Last week, we streamed our FIRST live podcast - breaking down all the twists and turns in Netflix’s somewhat surprising earnings report.
TOMORROW, FRIDAY JAN 30 - LIVE ON YOUTUBE & LINKEDIN - WE’LL SPILL ALL THE TEA FROM THIS WEEK’S MAJOR EARNINGS REPORTS: META, MICROSOFT & APPLE.
WATCH LIVE: LINKEDIN | YOUTUBE
SHIRA LAZAR & CREATOR RIGHTS: APPLE PODCASTS | YOUTUBE | SPOTIFY
EARNINGS SEASON LIVESTREAM: LINKEDIN | YOUTUBE
And, if you’re in Miami for RealScreen/NATPE next week, on Tuesday Feb 3 at 3:30, I’ll be giving the Closing Keynote: TRANSFORMING FOR NOW - THE CREATOR ECONOMY FOR TV PRODUCERS.
I hope to see you soon - online or IRL in Miami!
ESHAP