Creators aren’t the new influencers, they’re the new media companies
About this episode
Tanya Cohen discusses the evolving role of creators as media companies and the impact on advertising.
When most people hear the word “creator,” they think of someone promoting protein powder or the latest gadget. Tanya Cohen sees something very different. Cohen is the co-CEO of Made By Us Studios , a company trying to bridge Hollywood and the creator economy. On this week’s Keep Going, she made a simple point that explains why so much of the media business is changing. “Every creator can become an influencer, but not every influencer can become a creator.” That distinction matters. An influencer rents attention. A creator builds intellectual property. They create stories, characters, formats and communities that people return to again and again. Instead of simply recommending products, they’re building entertainment businesses. Some of the largest creators now attract billions of views every month. Their audiences rival traditional television networks, but without the overhead or the geographic limits. As Cohen put it, many creators have become media companies with a person at the centre instead of a corporate logo. That shift is changing advertising as well. For decades, brands paid millions to interrupt audiences with commercials. Today, many would rather become part of the…
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