Blog: Content Creators

Read our latest daily deep dives, hot takes, and exciting updates about the entertainment world. Check out the latest insight from your favourite analyst, or search by coverage areas - music, entertainment and fandom, creator economy and social.

The age of the premium content creator is here – but will audiences buy into it?

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Ben Woods
What makes a content creator popular? At first glance, this question feels easy to answer. Successful creators often have distinctive characteristic that propel their success. MrBeast is known for his stunt video format, Twitch streamer Shroud has impeccable gameplay on first person shooters, and Antony Fantano’s candid take on music draws millions of subscribers on YouTube.
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How AI can empower creators by cutting through content saturation

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Ben Woods
When YouTube’s chief executive Neal Mohan recently revealed a suite of AI tools to support creators, he aimed to drastically reduce the time it takes to produce content. Among those innovations were AI-driven topic suggestions for videos; AI generated photo and video backgrounds for short-form content; AI support for selecting copyright-free music; simplified video editing and an AI-powered dubbing tool to help creators expand beyond their core markets.
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What ‘Barbie’, ‘The Idol’, and more say about the future of artists in film

Cover image for What ‘Barbie’, ‘The Idol’, and more say about the future of artists in film
Tatiana Cirisano
2023 is already shaping up to be another big year for music artists in Hollywood. Late last month, Jack Harlow made his acting debut in a Hulu remake of 1992 basketball comedy White Men Can’t Jump . The Weeknd (who is now going by Abel Tesfaye) stars in Max’s controversial new series, The Idol , in which BLACKPINK's Jennie also makes her acting debut.
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Can Elon Musk’s Twitter takeover trigger a revolution for creator pay?

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Ben Woods
Amid Twitter’s subscription turmoil, Elon Musk unveiled plans for a land grab on his social media rivals. The likes of YouTube, Facebook, and Twitch moved into his sights as he recently declared that he is preparing new financial incentives for creators to encourage the biggest influencers to take up residence on his newly acquired social media app.
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The record label addiction to virality is about the attention recession, too

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Tatiana Cirisano
In a painfully-of-the-moment twist of irony, Halsey went viral on TikTok this week for speaking out about the pressure to do just that. “Basically I have a song that I love that I wanna release ASAP, but … my record company is saying that I can’t release it unless they can fake a viral moment on TikTok,” they said .
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