The emerging creator economy offers lucrative opportunities for monetisation, and insights from street-level entrepreneurs at Vidcon shed light on its dynamics. The entrepreneurs featured in Variety’s “Strictly Business” podcast represent companies involved in distribution, technology, visual effects, e-commerce, marketing, and brand-influencer matchmaking. They discuss the trends and market direction for creators and influencers operating virtually on social, streaming, and e-commerce platforms. Annette Lapham of DeepMotion highlights the use of AI as a tool in content creation, streamlining the process and allowing creators to focus on refining their craft. Nathan from MyShop discusses social commerce and how AI technology can analyse content from platforms like TikTok to provide trend recommendations to creators. Jeff Ruby of StreamYard emphasises the importance of professional touches on live streaming platforms to elevate the quality and branding of creators’ content. Mike Diaz from Mogul Moves describes their boutique-like approach to making cut-and-sew items for a select number of creators. The podcast delves into the evolving strategies and opportunities in the creator economy, offering valuable insights for aspiring creators and entrepreneurs in the industry.

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