Creators are gaining power over brands and platforms. Renee Rodriguez exposed a brand demanding free promotional content with permanent ownership rights, showing how the traditional power imbalance is flipping in creators' favor.
But it used to be that in the creator-brand dynamic and the creator-platform dynamic, creators were always the ones going like, "Give me, give me," and the brands were like, "I'm in charge. I'm gonna tell you what to do." Or the platforms were like, "I'm in charge. I'm gonna tell you when you're gonna post and make you do it." But that dynamic is shifting. Creators more and more are in what we call in the US the catbird seat. They are the ones that are now the dominant member of a number of these relationships. As an aside, if you want to know what I'm talking about, go to TikTok. Not right now, or you can if you're on your phone. Go to TikTok, search for Renee Rodriguez, and take a look at the video she put up about a brand that asked her to do something with their leggings for free, and they wanted to own the content for a year and then have rights forever on that content. And she put up a really, really good video about this.
Day 2 of Creator Week is about to start.. what it's like for an event producer.. #creatoreconomy
