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Good morning. Calling all LA creators: Got a burning business question you need answered? Want to hear what your peers are troubleshooting? Just need your morning latte? |
Please join us October 15 in Venice for Coffee With Creators—featuring a live Creator Support session with Colin and Samir. |
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— Syd Cohen |
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Today’s lineup: |
Dhar Mann is opening a creator campus in LA Live Nation makes a big move into creator events YouTube’s nosiest feature yet
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Advertising Week’s Creator Business Roundup |
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Dhar Mann (right) serves as Advertising Week's first Chief Content Officer / Advertising Week |
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Advertising Week is underway in New York, bringing together leaders across brands, agencies, media, and tech. For the second year, the conference is making a concerted push into the creator economy, with creator attendance expected to more than double from roughly 1K in 2025 to 2.5K this year. |
Here are three announcements that caught our attention → |
On the front lines: Dhar Mann, who is serving as Advertising Week’s first Chief Content Officer, promised to help broker $100M in deals between brands and creators over the next year. He also unveiled plans for Creator City—a four-acre production campus opening next February in LA. It will feature five soundstages and other creative spaces geared toward bringing creators and brands together. |
In M&A: Business media company Morning Brew announced its all-cash acquisition of Express Checkout, a creator-led media company covering CPG and ecommerce. |
From platforms: In an effort to strengthen its position as an ecommerce hub, TikTok launched several advertising and shopping features. Its new TikTok Ad Network allows brands to extend campaigns outside the platform to 400K+ apps. |
Did you find this story helpful for your business? |
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Live Nation Makes a Bigger Bet on Creators |
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Live Nation backs Creator Nation, co-founded by Scott (left) and Alexis Fisher (right) / Live Nation |
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We’ve seen Hollywood studios, talent agencies, and media companies build dedicated creator programs. Now one of the world’s largest live entertainment companies is making its move. |
Live Nation just launched Creator Nation, a new M&A company aimed at helping creators build businesses across content, commerce, brand partnerships, and live experiences. |
Here’s how it plans to do it → |
Bring in creator economy operators. Creator Nation was co-founded by Scott and Alexis Fisher, both of whom have experience growing management companies and executing IRL creator events. Acquire companies already serving creators. In the press release, Live Nation said that Creator Nation will “acquire and scale creator management firms and adjacent businesses.” Build the infrastructure around them. Creator Nation said it plans to hire across departments like strategy, touring, and marketing—with the support of Live Nation’s resources.
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Worth noting: Live Nation recently canceled its first-ever creator festival, For You Fest, which was set to take place this November in Irvine, CA. |
Big picture: IRL events have dominated the creator economy this year—from multi-day livestream series like Streamer Games to business-focused summits like our own Press Publish LA. But Live Nation’s bet on creators extends beyond getting them on stage. Creator Nation gives the company a way to invest in the businesses surrounding creators—and potentially participate in more of the revenue they generate. |
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YouTube Tests New Creator Discovery Tool |
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YouTube Studio tests "Channel Search" / Illustration by Moy Zhong |
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For a limited time, YouTube is reportedly rolling out a new invite-only tool in YouTube Studio that gives creators a look at their competitors' analytics. |
“Channel Search” lets creators discover other channels and see backend analytics that historically haven't been public facing, including: |
Engagement data like comments added, shares, and watch time. Audience data such as unique viewers, plus age, gender, and top-country demographics. Creator contact information including email addresses and links to other social channels.
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Creators can also sort a channel’s videos by relevance, recency, popularity, and sponsorship. |
How we see it: For creators seeking inspiration, competitive insights, or collaborators, Channel Search could make all three easier. |
Privacy, though, remains an open question. YouTube has not yet commented publicly on the feature, including whether creators can opt out or limit which data is visible about their channels. |
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🔥 Press Worthy |
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