As 2024 kicks off, the creator economy is having an identity crisis.
"The venture-scale generational companies are, yes, creator companies, but they're also typically fitting into another bucket."
Why the creator economy has been 'disappointing'Once pitched as a rocket-ship opportunity, service companies in the creator economy that focus on products for influencers haven't delivered, investors and industry professionals told BI.
Although the phrase already existed, the world needed a new way to describe this prospering industry, and thus, the term "creator economy" entered the mainstream.
Lia Haberman, an influencer marketing expert and instructor at UCLA Extension, described influencer marketing as separate from the services arm of the creator industry that has faltered.
Persons:
Grant Long, Koji, hasn't, Rex Woodbury, they're, it's, Woodbury, Figma, haven't, Ollie Forsyth, They've, Benjamin Grubbs, I'm, Goldman Sachs, Lia Haberman, Haberman, upstarts, Logan Paul, KSI, Marshall Sandman
Organizations:
TikTok, YouTube, Business, VC, UCLA, North, PitchBook, Animal