Markets

During his talk, Shapiro emphasized the importance of building a direct connection with audiences, drawing a sharp contrast to the traditional content production process that many have found limiting. “It used to be that you spent $100,000 on a sizzle reel, developed a project, pitched it for months, and then maybe—just maybe—it got made,” he said. Shapiro acknowledged how frustrating this process could be for creators, leading many to feel as though they had wasted their time. However, he also highlighted that this outdated approach is being replaced by a more direct route: building and engaging with one’s own audience.

Shapiro pointed to shows like RuPaul’s Drag Race, produced by World of Wonder, as prime examples of this shift. “The reason RuPaul’s Drag Race has had such longevity is not just because drag queens are cool—they are—but because World of Wonder talks directly to their audience. Randy and Fenton were engaging with their fans online before social media was even a thing.” This ability to cultivate a direct relationship with a dedicated fanbase, Shapiro noted, is a key factor in the show’s enduring success.

He further highlighted the importance of platforms like TikTok and YouTube in empowering creators to bypass traditional gatekeepers. Shapiro referenced YouTube giants like Mr. Beast and Ryan Kaji’s Ryan’s World as proof that creators who build strong communities can find great success. Ryan’s World, a leading children’s channel, earns millions annually through merchandise and even self-financed a feature film—illustrating how going direct-to-consumer can be a viable business model.

Shapiro underscored that in today’s entertainment landscape, having a “rabid community” is more important than having a massive audience. He stressed that creators should prioritize cultivating deep, meaningful relationships with their core fanbase. “Community is the new audience,” he declared. Shapiro also noted that once a creator builds a strong following, the traditional gatekeepers will inevitably come calling.

For Shapiro, the key takeaway is clear: “Cults are good business,” and creators should focus on building a devoted community that they can engage with directly. Once that happens, the monetization opportunities and industry recognition will follow.