We have talked about the importance of this sector and how it is reshaping the world of formats in recent issues (see, for example, FE 10 Jan). Now, however, we should point out a new, fundamental leap in quality. Until now, content from the ‘creatorsphere’ has found a place in traditional markets or been associated with traditional organisations, magazines and players: Create London and Create Americas, Connecta Digital and others. But next Thursday we will launch a fully integrated and self-contained space for this content.
The Spotter Showcase is an exclusive, invitation-only event, taking place in NYC on 27 March, designed to give media executives direct access to the top YouTube creators who have built today's biggest entertainment networks and hit TV shows, organised by Spotter, a company that represents and advises content creators. The creators that are part of Spotter’s roster have over 77 billion minutes watched in the US for adults 18-49 in 2024, proving that YouTube Creators are the new mainstream (or at least a part of the new mainstream).
Attendees will hear directly from some of the most popular creators including MrBeast (370 million subscribers), Dude Perfect (60.8m), Kinigra Deon (4.8m), Ryan Trahan (19.1m), Rebecca Zamolo (18m), Jordan Matter (28.5m) and other top creators in attendance, with discussions led by fellow YouTubers Colin & Samir, who are also producing the event with Spotter. Around 150 marketing and advertising professionals are expected to attend.
The creative economy is currently experiencing a period of very strong expansion, to the detriment of the traditional corporate economy, which is instead in a period of contraction. A balance will soon be found between these two models, which I am sure will co-exist in the future and be mutually beneficial in a future renaissance of television and the global audiovisual system.
Axel Fiacco
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