Last week, European creator management firm Arcade held the region’s first-ever media upfront in London. It’s a sign of where the creator economy is headed: over the last year, creators have been pulled into TV and streamers’ upfront and NewFronts negotiations, while companies like Spotter, Forbes, Walmart, and the International Advertising Bureau (IAB) have held their own creator-centric versions of the traditional media sales event. Those experiments are exposing a structural problem: the traditional TV upfront model doesn’t map neatly onto the creator economy. Creator inventory is effectively unlimited and scattered across thousands of…
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