Creators and Hollywood Stop Treating Each Other Like Side Hustles

Creators are moving from promotional add-ons into development and production relationships with studios, streamers and networks.

Creators are moving beyond promotional appearances and into development, production and distribution relationships with Hollywood companies.

That shift matters because a creator who participates in the property itself brings audience knowledge upstream rather than being handed finished assets at launch.

The boundary between entertainment talent and marketing channel is getting harder to define — which is probably a sign the old distinction was too rigid.