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Creators Versus Distributors: What Happens When Brands Can No Longer Rely on Their Content?

Hanna Kahlert
At the risk of sounding like a broken record, technology is completely altering the relationship between ‘creators’ and distributors – and it is doing so in a way which is empowering the independent agency of creators, while leaving those companies that focus upon the distribution of their work increasingly scrambling to justify the ROI between content provision and monetisation.
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