Regardless, Netflix has long hitched its wagon to superstars: Zac Efron travels the globe, Paris Hilton cooks, every household-name comedian has at least one special, and original movies and series net the likes of Timothée Chalamet, Jane Fonda, Sandra Oh and Anthony Hopkins, to name but a few. One could even argue that Netflix’s initial begrudging acknowledgment of TikTok’s competitive edge happened last year when the platform launched Fast Laughs, a copycat video feed with short clips culled from its comedy catalog. In a July 16 letter to shareholders, Netflix acknowledged TikTok as a real competitor, going so far as to note its “astounding” growth. As such, its very survival depends on the continuation of this slide away from the superstar model. The shift was initially enabled by virality and audience access through newfangled social media channels, but creator tech is now a world unto itself. The creator economy and creator tech sprung up relatively organically. That’s not to say subcultures haven’t flourished for decades - they have - but they’ve never made the bulk of the cash. It has also, rather remarkably, kick-started the long overdue unraveling of the superstar model - the old-school way of doing entertainment business in which a small cohort of famous stars made content for everyone, and that was it. This has made it easier than ever for independent creators to make a living through their work. Unsurprisingly, the creator economy’s business side is fundamentally digital, and thus the domain of the tech industry.
The second is the companies and platforms that provide the tools that enable this creation, and, by extension, distribution and monetization. This includes musicians, visual artists, filmmakers, graphic designers, bloggers and influencers. The first is a large, decentralized and amorphous group of predominantly independent creatives connected to the digital sphere in one way or another. It says so right there on the label.Įssentially, what we call the creator economy encompasses two groups. You’ve likely heard of the “creator economy” already - it’s no longer a new concept, although some people are more acquainted with what it entails than others.
Ira Belsky is the co-founder and co-CEO at Artlist.
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