Hollywood's power structures are being upended as creators take center stage, transforming the entertainment industry's business model and talent pipeline.
A new wave of entrepreneurs has emerged in Tinseltown, as studios and tech giants scramble to adapt to the creator economy. These visionaries are no longer just content providers, but active participants in shaping the very fabric of their craft.
Lionsgate executives now weigh projects' viability across multiple platforms, including YouTube, Amazon Prime, and Netflix. The decision is often driven by creators' personal aspirations, rather than solely commercial considerations. As Brad Haugen, EVP of digital strategy and growth at Lionsgate, aptly puts it: "People always want to see their stuff on the big screen, or on Amazon Prime or on Netflix, or wherever it makes the most sense for them—for their ego."
Hello Sunshine has taken a distinct approach by placing audience ownership and community at its core. Reese Witherspoon's media company has built a business around digital-first initiatives like Reese's Book Club, which has proven to be a key driver of cultural hits. The success of adaptations like "Daisy Jones & the Six" on Amazon Prime Video further solidifies Hello Sunshine's commitment to this model.
To amplify female-led creators, Hello Sunshine launched an initiative that currently includes 40 contributors across social platforms. Jennifer Wiener, EVP of brand partnerships and experimental at Hello Sunshine, emphasizes the importance of storytellers sharing their voices everywhere: "The net-net of it is to change the narrative for women."
Amazon has capitalized on its technological roots by creating an ecosystem that allows creators to scale across multiple formats – audio, video, social media, and commerce. Matt Sandler, general manager of creator services at Amazon, cites partnerships with LeBron James, Keke Palmer, and MrBeast as key drivers of growth.
Meanwhile, Microsoft is incorporating creators directly into its business strategy by hiring producers, editors, and scriptwriters from the creator economy. Marcus Frieske, the tech giant's general manager of social and creative marketing, highlights the value of creators with experience in fast-paced digital environments: "Having fast-paced individuals who understand that rhythm has been really critical to our success."
T-Mobile is taking a unique approach by developing an advisory board composed of creators to shape campaigns and ensure authenticity. Kimberley Hand, senior creator manager at T-Mobile, emphasizes the importance of incorporating real-time experiences through initiatives like Club Magenta – experiential activations that allow creators to document their experiences in real-time.
As Hollywood's power structures continue to evolve, one thing is clear: creators are no longer just content providers, but active participants in shaping the very fabric of their craft. The industry's future looks increasingly bright for those willing to adapt and innovate, as the creator economy reshapes the entertainment landscape forever.
A new wave of entrepreneurs has emerged in Tinseltown, as studios and tech giants scramble to adapt to the creator economy. These visionaries are no longer just content providers, but active participants in shaping the very fabric of their craft.
Lionsgate executives now weigh projects' viability across multiple platforms, including YouTube, Amazon Prime, and Netflix. The decision is often driven by creators' personal aspirations, rather than solely commercial considerations. As Brad Haugen, EVP of digital strategy and growth at Lionsgate, aptly puts it: "People always want to see their stuff on the big screen, or on Amazon Prime or on Netflix, or wherever it makes the most sense for them—for their ego."
Hello Sunshine has taken a distinct approach by placing audience ownership and community at its core. Reese Witherspoon's media company has built a business around digital-first initiatives like Reese's Book Club, which has proven to be a key driver of cultural hits. The success of adaptations like "Daisy Jones & the Six" on Amazon Prime Video further solidifies Hello Sunshine's commitment to this model.
To amplify female-led creators, Hello Sunshine launched an initiative that currently includes 40 contributors across social platforms. Jennifer Wiener, EVP of brand partnerships and experimental at Hello Sunshine, emphasizes the importance of storytellers sharing their voices everywhere: "The net-net of it is to change the narrative for women."
Amazon has capitalized on its technological roots by creating an ecosystem that allows creators to scale across multiple formats – audio, video, social media, and commerce. Matt Sandler, general manager of creator services at Amazon, cites partnerships with LeBron James, Keke Palmer, and MrBeast as key drivers of growth.
Meanwhile, Microsoft is incorporating creators directly into its business strategy by hiring producers, editors, and scriptwriters from the creator economy. Marcus Frieske, the tech giant's general manager of social and creative marketing, highlights the value of creators with experience in fast-paced digital environments: "Having fast-paced individuals who understand that rhythm has been really critical to our success."
T-Mobile is taking a unique approach by developing an advisory board composed of creators to shape campaigns and ensure authenticity. Kimberley Hand, senior creator manager at T-Mobile, emphasizes the importance of incorporating real-time experiences through initiatives like Club Magenta – experiential activations that allow creators to document their experiences in real-time.
As Hollywood's power structures continue to evolve, one thing is clear: creators are no longer just content providers, but active participants in shaping the very fabric of their craft. The industry's future looks increasingly bright for those willing to adapt and innovate, as the creator economy reshapes the entertainment landscape forever.
. I mean, can you imagine a world where everyone who makes content gets a fair share of the profits? It's about time we start valuing people over profits 
. I'm loving how companies like Hello Sunshine are putting audience ownership at their core - it's all about building communities and sharing stories that matter to us 
. And I gotta say, Amazon's creator services are looking 
right now, especially with those partnerships with big-name creators. Microsoft is also doing some cool stuff by hiring creators directly into their team, and T-Mobile's advisory board is a genius idea 
. The future of Hollywood is all about the people making it happen, not just the suits in the back office 
I'm loving this new wave of entrepreneurs taking over Hollywood! It's like the whole 'Stranger Things' crew is back in town, but this time they're not just playing the roles - they're creating the scripts too 
. And can we talk about how awesome it is that women are finally getting their own space to shine? Reese Witherspoon's Hello Sunshine initiative is giving me all the feels 
. The fact that Amazon and Microsoft are incorporating creators into their business strategy is a total game-changer 
. I'm hyped to see what the future holds for this new generation of talent! 
I think it's about time we call out this new wave of creators as the real MVPs 
. Meanwhile, Amazon and Microsoft are just trying to keep up with the creators' vibe 
. T-Mobile's advisory board is a cool idea tho, but we should be seeing more brands like that everywhere 
. Ultimately, this is the future of entertainment – where creators reign supreme and studios are just along for the ride 
. I mean, think about it - content providers used to be just that, but now they're getting paid for their hard work and having a say in what gets made 
. And can we talk about how amazing it is to see more female voices being amplified? It's not just about the money (although, let's be real, who doesn't love a good payday 
. I'm excited to see how this creator economy continues to evolve and shape the entertainment industry 
Plus, it's awesome to see companies like Hello Sunshine prioritizing audience ownership and community - that's some next-level stuff 
. Microsoft is also doing a great job by hiring creators directly into their business strategy 
. I think this new wave of entrepreneurs is going to take the entertainment industry by storm and it's exciting to see where all this will lead