"As top creators became mainstream celebrities in the 2010s and early 2020s, some of them funneled their audiences into creator-powered media companies - with great success. Now, creator-owned media companies like Mythical Entertainment and Smosh are a widely accepted part of the broader media landscape, punching above their weight class in viewership and engagement thanks to the fandom driven by their creator-owners."
"But as creators like Dhar Mann and MrBeast reach new heights in terms of both following and investor interest, today's creator media companies are evolving into something much larger. They're rapidly expanding into new business units beyond content production - and hiring experienced executives to lead the charge. One year ago, Mann hired Sean Atkins, a former MTV executive, to be the president and CEO of Dhar Mann Studios - and Atkins immediately expanded the company into the creator agency business, launching 5th Quarter Agency to help other top YouTubers more effectively monetize their videos."
""For three years post-2020, we were actually in revenue decline," Mann said. "And then, from the date that Sean joined - which is not even two years ago - we have doubled in revenue.""
Top creators became mainstream celebrities in the 2010s and early 2020s and funneled audiences into creator-powered media companies that achieved strong engagement and viewership. Creator-owned companies such as Mythical Entertainment and Smosh now occupy significant positions within the broader media landscape. Leading creators including Dhar Mann and MrBeast are scaling those companies into diversified creator conglomerates by launching business units beyond content production. These organizations are hiring experienced entertainment and business executives to build new business lines like creator agencies and monetization services, and executives frequently share operational notes to develop an emerging playbook. Dhar Mann Studios hired former MTV executive Sean Atkins, who launched 5th Quarter Agency and helped double revenue within two years.
#creator-conglomerates #creator-media-companies #executive-leadership #creator-agency #audience-monetization
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