The business world is constantly evolving, and over the decades popular terms have often faded and been replaced with new labels and phrases that speak to the next generation. One word that has gained traction over the past decade is “creator.”
Like “influencer” it’s a concept that didn’t even exist 10 years ago, but has become an integral part of the business and marketing dictionary today. This next generation of media, entertainment and advertising content makers has fueled the explosion of the creator economy. These are self-made and often have a lot of social following that rivals the biggest brands and celebrities. They have cemented their role as an important part of today’s economy, relying heavily on graphic design to appeal to human affinity for beauty and speed, as it is essential to drive their long-term success.
So, what is a creator and why does it play such an important role in today’s decentralized economy?
The rise of the Creator economy
Until a few decades ago, those who wanted to create music, commercial art, video and other content on a professional level had to be part of a larger organization that had the infrastructure and equipment to support their work. All you have to do is look at the recording studios of the 1960s and ’70s to see an album that requires thousands of dollars’ worth of equipment to create an album that was obviously out of budget for even the biggest stars.
Today, the best-selling albums are literally being recorded in the bedroom on laptop computers, and musicians are able to sell their songs through platforms like Spotify and Apple Music without the need to print albums and CDs.
This transfer is the essence of the creator economy, where power is transferred from the organization to the individual. Artists, writers and musicians can become their own brand and take advantage of social media to help their target audience understand exactly who and what to deliver.
Creator Economy is an ecosystem that brings together Vloggers, gamers, photographers and even startups to share their emotions directly with consumers through digital media. Not only did it democratize the creation of communication, but it also fundamentally rewrote the business rules of the equation.
Successful builders do not have to rely on “intermediaries” in any aspect of their operations. They manage their own social accounts, control their own subscription services, create and sell their own merchandise, and even manage payments without the participation of third parties. This level of control was unimaginable even a decade ago, but by 2024 the number of manufacturers is expected to explode to around 400 million people.
One downside of the Creator economy is that it is extremely difficult to get through the chaos. Spotify has literally millions of songs, making it difficult for new artists to be recognized and followed. That’s where having a creative approach to marketing and branding is essential. And 20 years ago, when a marketing company handled all the promotional and branding work, today the responsibility falls on the manufacturers themselves.
Unfortunately, being a great musician does not mean that a person is a great marketer.
The good news is.
… There are lots of tools to help manufacturers build their brand and increase revenue. One of the biggest is the advent of professional design services that allow everyone from vulgar to fashion influencers to create high-quality brands that can compete and gain traction in the global market. For example, a startup candle brand can create attractive logos, labels for their products, products that complement their original SKU, and a strong digital presence.
You don’t have to look like a Fortune 500 company! In fact, you don’t have to be a full-time manufacturer to create a top brand. But having the right tools in place gives creators the ability to create designs that interest them, and which are compatible with major ecommerce platforms such as Shopify, Etsy, Merch by Amazon and personal platforms.
There is no single magic button that will turn a YouTuber into a world star or a musician into a family name. But using advanced tools that allow them to build their identity – and their business – to the creators, I have the ability to play on the same field as the big, global brand.