New patronage
Creators have major cultural clout with large, dedicated communities that have helped shape their careers and make them who they are. However, creators know they’ve built their kingdoms on rented land and are at the mercy of the algorithms. Even the biggest of creators are small fish compared to the platforms. In a saturated IM market—one dogged by demonetization—there’s a recognition to rethink revenue streams and find a healthier way to turn a profit on their terms.
Having built a fandom from scratch, as well as learning a variety of desirable skills along the way and having an entrepreneurial spirit, they’re moving away from endorsement and taking creative control by launching their own creator brands.
Creators big and small are taking creative control, whether that’s Logan Paul and KSI launching their own energy drink or the D’Amelio family’s new management company, DamGood Mgmt, setting up to provide consultancy to other creators or Kat and Latisha Clark (TikTok’s Top Creator of 2022) moving medium with their “Basically Besties” podcast and a live tour.
The implications of this are vast. In the future, brands will not be competing with their established rivals, but with multiple, niche, creator-led brands.
As creators and influencers continue to work together in collectives to support a greater vision and harness new technology to open revenue streams and extend their influence, they will no longer be reliant on brands for patronage. They might possibly eliminate them from the equation altogether. This means that the communities that influencers have built will become an even more valuable commodity and a lot harder for marketers to tap into.
