The Creator Economy and Local Media
FM (Friday Morning) Reflection #3
Welcome to another Friday Morning Reflection - coming to you on what promises to be a hot and steamy summer afternoon in Philadelphia.
This week, I want to share something that's been on my mind since early June, when I returned from New York Tech Week.
It was my first time at the event and I spent several days in deep dive sessions focused on Generative AI and the Creator Economy.
I was expecting that most of my attention would be captured by the developments around GenAI, but I was struck by the energy and positivity emanating from the Creators that I met.
What’s the difference between a Creator and an Influencer? Here’s a quick primer.
My conversations with Creators weren’t dominated by talk of their latest meme-worthy project, their number of followers, or monetization strategies. Without exception, they were focused squarely on their mission. Each demonstrated a keen awareness of her or his unique voice and what they offer – and openly shared how they were working tirelessly to build their brands, offer valuable services, connect with their audiences, and carve out their own place in the world.
It was also a two-way street. Each wanted to know the same about why I was there and what I was about.
What a refreshing change from “what do you do?”
These Media Innovators demonstrated confidence and competency, and believed in themselves … that they are worth the investment of their own sweat and tears (hopefully no blood required).
That’s telling. If I were to add up all the hours I’ve spent in conversations about media in my career, I’d be willing to bet that a disproportionately large number of them were with clients and stakeholders singularly focused on efficiency, optimization, and yield.
What happened to big ideas and the message? How do we make our products better? How do we offer a service that truly serves our audiences and powers a successful business?
Spending time with Creators at NYTW made me optimistic – not just for what they can achieve for themselves, but for what they can contribute to society and culture through the missions they lead and how they are doing it.
Much of their work is in the digital space and that has me thinking:
What if local media were to take the initiative, opening up space for partnerships with Creators, to turbocharge their creative energy and impact?
What would have to be true to invite in and integrate these innovative new voices into the industry?
How might we change the current trajectory toward one that points toward revitalization together?
I see an opportunity for leaders in the Creator Economy to shape the local media business for the better. Creators are uniquely positioned to provide hyper-local content, connecting with and in and influencing their communities. Whether we like to rally around our local sports teams, topics like cooking or art, or prefer to enjoy a great night out on the town with friends, we all exist someplace and at a point in time with the potential to intersect with a Creator and their work.
These self-made brand leaders are forging a path to secure their own futures and to capture their fair share of the media economy. If local media businesses can figure out how to collaborate with Creators for mutual benefit, it would create an engine for symbiotic growth. Together, they can deliver the one thing that is the lifeblood of the industry: unique, relevant, and compelling content and experiences that are relevant to you and me, meeting us where we are.
Reflecting on this today, this Friday morning, fills me with hope for the future of Creators and the possibility that, in partnership with local media, we’ll figure out a way to forge a rewarding future together.
Bonus Content
Sunrise over the ridge in Manayunk, Philadelphia, as I wrote this reflection this morning…Enjoy!
