Top creators are cutting brand deals, demanding equity and titles

Digiday’s Seb Joseph reports that the biggest creators are shrinking their brand rosters, keeping fewer partners after following Advertising Week New York panels, recordings and source conversations.

Why it matters. Brands that want to keep working with top creators must now offer more than a one-off fee, giving creators new leverage to demand equity or formal roles.

Signal from digiday.com · Seb Joseph · read the original.

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