If there was any doubt about the significance of the creator economy on the global media landscape, recent events at MIPCOM in Cannes have made it clear. Paul Telner of Viral Nation discussed how the creator community has transitioned from being a fringe interest to a central component of the media industry. Founded in Canada over a decade ago, Viral Nation has emerged as a prominent creator management and social-first entertainment company, with talent spanning gaming, music, and comedy. The company’s focus is on extending creators’ intellectual property across multiple platforms.
This evolution is exemplified by Viral Nation’s new partnership with Fremantle to develop and produce original series based on creator talent. The collaboration provides Fremantle, known for shows like Got Talent, with insights into the attention economy, while granting Viral Nation access to extensive production expertise. Telner acknowledged that the relationship marks a significant change in how creators are viewed within the industry.
Moreover, the growth of the creator economy has led brands to integrate creator partnerships into their marketing strategies, highlighting the need for authenticity in these collaborations. Telner pointed out that successful creators are building sustainable media businesses rather than merely chasing short-term deals, aiming to become independent producers who attract partnerships based on their proven audience engagement.
As the landscape evolves, the collaboration between creators and traditional media companies represents a shift towards structured, digital-first studios capable of monetizing across various channels. This marks what Telner describes as “the second wave of the creator economy.”
- Why it matters:
- The shift indicates a growing acceptance of creators as key players in the media industry, which may influence business strategies for both creators and brands.
- Companies could benefit from recognizing the importance of authenticity in influencer partnerships to effectively engage audiences.
- The latest: Viral Nation’s partnership with Fremantle showcases a new approach to content development, bridging the gap between creators and traditional studios.
Source: https://www.dropmedia.co.uk/why-creators-are-the-new-studios-viral-nations-paul-telner-on-the-next-phase-of-social-video/
Source: https://www.dropmedia.co.uk/why-creators-are-the-new-studios-viral-nations-paul-telner-on-the-next-phase-of-social-video/