At SXSW 2023 in Austin, Texas, creators and brand marketers converged at a YouTube-hosted mixer emphasizing the growing significance of the creator economy. This year, SXSW dedicated 73 sessions to this sector, highlighting its integration into mainstream culture. Creators like Michelle Khare noted that the industry's institutions are catching up to their influence, especially among younger audiences. Notable figures, such as Rhett McLaughlin, emphasized brands' roles in fostering conversations between traditional marketing and creator communities. Events and networking opportunities at SXSW emphasize the cultural shift towards recognizing creators' impact on the market.
On Saturday, amidst cozy velvet couches and a large taxidermied cheetah behind the bar at the Austin, Texas speakeasy Powder Room, some 50 or so creators and brand marketers gathered for a mixer hosted by YouTube.
For a long time creators have been holding a large value of the market share of attention, especially with young audiences, and it's exciting to see these organizations catch up.
The brands that are the ones that traditionally send the signals to the industry of what is valuable and what you should actually care about, they're the ones that are facilitating the conversations now.
There's no shortage of programming, events, and networking at the festival this year and at the myriad events with curated coverage happening alongside SXSW.
Collection
[
|
...
]