Creators trade brand deals for cap-table stakes and sweat equity
Digiday’s Alyssa Mercante reports that the creator economy is moving past one-off brand deals into angel investing and sweat equity, with platforms like Cherub and agency JERi building infrastructure to get creators onto startup cap tables.
Why it matters. Brands now compete for top creators not just with fees but with equity, shifting negotiating power toward creators who can offer strategic distribution and market insight.
Signal from digiday.com · Alyssa Mercante · read the original.
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