SANTA MONICA, Calif. – Creators are remaking the media landscape, giving brands new ways to reach audiences of highly engaged fans, enthusiasts and followers. Amid this transformation, create platform Spotter is spending hundreds of millions of dollars to license creator content that’s monetized through partnerships with brands.
“These creators are really building expectations with audiences and engagement with audiences in new and very different ways because of the authenticity and the uniqueness of the content that they create,” Lauren Benedict, chief revenue officer at creator-content platform Spotter, said in this interview at the Beet Retreat Santa Monica with Beet.TV contributor Rob Williams.
Steady Programming
Unlike influencers who have developed a following with vlogs and product reviews, creators tend to have a steady programming schedule and production values comparable to traditional broadcast television. Benedict points to MrBeast, a longtime internet personality who has amassed more than 330 subscribers on YouTube, as a Spotter partner …