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Arcade CEO: premium creators are the ‘new primetime’ for brands

The Media Leader’s Charli West reports that Arcade CEO Matt Elek is repositioning the Sidemen’s management firm as a creator-first entertainment company.

Why it matters. Brands weighing creator spend against TV budgets must still reconcile Arcade’s “primetime” framing with unresolved questions about how creator viewership is actually measured.

Signal from uk.themedialeader.com · Charli West · read the original.

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