There are two types of creators: 1. Those who make money by posting content on the internet. 2. And those who make content and build a business around it. The majority of the industry still treats creators like media inventory. They’re a channel for views and a CPM. And the majority of creators treat themselves like media chasing a vanity metric. But look at the ones who are scaling real businesses, these aren’t just creators, they’re founders of scaled content/media companies who have a direct (and real) relationship with their customers and audience. The most recent news of @StevenBartlett raising a round from @slow at a 400M+ valuation for his company is another prime example of where this is headed. Great content was simply the front door via his podcast DOAC. But the long-term value lives in the business behind the scenes — brand IP, infrastructure, hiring, venture investment, operations, licensing, adjacent products, etc. This is where agents and managers can differentiate themselves today. If you’re small minded and a short term thinker, you’re a commodity. You need to be thinking strategically by supporting the strategy of content distribution and brand partnerships, protecting ownership, structuring revenue, exploring equity, establishing pipelines to capital, and running an efficient team across multiple facets of the creators business. If the business operation around the creator is broken, the revenue is only destined to dry up. Creators aren’t the future of entertainment… they ARE entertainment today. But the ones who endure won’t just be good at content, they’ll be the ones who build real companies around it.