Hey! Welcome to the Creator Economy NYC newsletter — the premier place for all things creator economy in the Big Apple.

I just returned to the city today after a great time in Anaheim for my first-ever VidCon (I shared some thoughts live on Good Day LA on Friday 🥵).

Seeing creators, fans, and industry folks converge in one place was amazing. I even got the chance to meet some legendary creators like Hank Green, Nas Daily, and MattPat from Theorist. Plus, a Charlie D'Amelio spotting (I kept it cool, tho) and a run-in with NYC’s very own, Timm Chiusano (I did not keep it cool).

We also hosted a fantastic event on Wednesday evening, bringing the NYC energy to the West Coast alongside Passionfruit, Teachable, Blanka, and Beacons. It was AMAZING to see some of you in the community there. We travel in packs. 🤝

I'm a little delayed on the newsletter this week, but no better day to send it than on my bday (subtle mention). So today, I’m sharing a few key takeaways from our panel on “The Professionalization of Creators” before I take the day to relax. Let’s dive in.

Stops along the way:

• Upcoming events

• Community callouts

• Community perks

• News bits

• Job openings

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Unpacking “the professionalization of creators” at VidCon

We have all seen that content creation has evolved from a hobby to a viable career path, most notably in the past few years. So, the conversation around the "professionalization of creators" has never been more appropriate, especially at the conference that brings together creators and industry people.

During our panel at VidCon, we dove into this topic with industry experts Chris Do, Olivia Owens, and Kaylee Lieffers. It was the perfect mix of perspectives from both the creator and the industry sides. Here are some of my key takeaways:

Achievability vs. suitability:

Thanks to today's platforms and resources, the journey to becoming a professional creator is achievable, but it isn't the right path for everyone. It requires a specific mindset and dedication that may not align with everyone's skills or lifestyle.

Achieving success as a “professional creator” requires more than just talent and creativity. It demands a specific mindset characterized by persistence, long hours, and the ability to endure through periods of adversity and stagnant growth. Creators must be willing to consistently put in the work, often without immediate rewards, and remain committed to their vision even when progress seems elusive.

The power of niche audiences:

Both creators with micro-followings and those with large followings have the potential to build sustainable businesses from their content.

The strength of a niche audience lies in its intense loyalty and higher engagement rates, often leading to better monetization opportunities per follower compared to larger, less engaged audiences.

This is a shift from traditional “broadcasting” — aiming content at the broadest possible audience — to “narrowcasting,” where content is tailored to meet the specific needs and desires of a more defined group.

Strategic platform use:

The role of platforms in a creator's career is evolving from mere venues for content to becoming business partners. Selecting the right platforms can significantly influence a creator's ability to monetize effectively and build a lasting brand.

Specialized platforms like Teachable and Blanka are pivotal, with Teachable enabling creators to monetize their expertise through digital products aimed at their "1000 true fans," and Blanka empowering creators to launch personal beauty brands, democratizing the space for many to become the next big name in beauty — move over Kylie Cosmetics!

The three M's of creator success:

Chris Do, a man of many frameworks and analogies, had a great concept suggesting that true, long-lasting success as a creator is built in a specific sequence.

1. Mastery: Success requires mastery of a skill, which comes from diligent practice — echoing Malcolm Gladwell's 10,000-hour rule to achieve expertise.

2. Media: Understanding that every creator is essentially a media entity can transform how they approach content creation. In today's attention economy, the distinction will be between those who embrace this reality and those who don't.

3. Monetization: Focusing on long-term brand and community building by leading with value and generosity sets the stage for organic opportunities. Give value before you take value.

When you give generously, the community takes notice, and monetization opportunities such as speaking engagements, brand collaborations, and direct consumer sales naturally follow.

Despite the hot Cali sun beaming on my face, this was one of my favorite panels yet. I really enjoyed the perspectives shared and how they resonated with those in the audience. Thanks to all those who attended! We have another event on our home turf coming soon…

If you haven’t already, Chris, Olivia and Kaylee are all great people to connect with on LinkedIn.

Upcoming events

Summer Mixer & Live Podcast Recording - July 29, 6:30PM-9:30PM

We’re excited to partner with Creator Economy Live for an exclusive summer mixer and live podcast recording at the Mariott Marquis in the heart of NYC.

​The Creator Economy Live podcast brings us lively conversations about everything in the world of influencer marketing and the creator economy, hosted by the industry’s top voices, Brendan Gahan (Creator Authority) and Keith Bendes (Linqia).

Free drinks, food, and great people to meet. Shoutout to Teachable and Siftsy for their partnership.

• NY-based Jomboy Media struck a deal to bring its 'Warehouse Games' series to Bally Sports.

• Linqia is conducting their annual influencer marketing survey to compile industry stats. You’re in the space, so your perspective filling it out goes a long way. Check it out here.

• PRophet, a Stagwell (STGW) Company, launched a creator content series in partnership with Shira Lazar's What's Trending.

Got something to call out? Let me know here for a chance to be featured in a future edition.

• Newsletter: Enjoy 20% off your first 3 months on any beehiiv paid plan. This comes after a complimentary 30-day free trial, exclusively for our community members! Snag it here.

• Link in Bio: Get 3 months FREE on the Linktree PRO plan using the code creatoreconomynyc.

• Travel and Lodging: Enjoy 12.5% off the best available rates for business and personal travel at any CitizenM Hotel location. Just use code CRMY1!

The White House announced a creator economy conference

The event aims to discuss the significant impact of digital platforms on society and explore regulatory frameworks. This is a pretty big deal for the industry to be recgonized by the government in this way!

Chronological vs. algorithmic: the shift in our social media feeds

Algorithms now prioritize engagement over timeliness, potentially leading us to miss timely discussions or critical updates. This article dives into the consequences of this shift, including how it impacts our perception of information and community dynamics on platforms like Threads and X.

Why ‘chronically online’ memes could be the internet’s downfall

Internet memes not only entertain but also shape perceptions and detach users from reality. The article explores how memes, often laced with irony and absurdity, could potentially destabilize our grasp on truth and intensify social divisions. It's an intriguing read for anyone curious about the cultural implications of our digital habits!

• Outbound Sales Manager @ Teachable

• Director, Paid Media @ Whalar

• Account Executive @ Spotter

• 📰 The rise and fall of Something Navy: lessons from a NYC influencer-driven brand

• 🎥 Our panel on audience ownership from NYTechWeek

• 📰 The rise & fall of Studio 368

View the full archive here.

Thanks so much for reading! Let me know what you thought by replying back to this email! Enjoy the rest of the weekend.

See you later this week,

Brett