Source: Simon Owens's Media Newsletter
The traditional creator hierarchy—where on-camera talent captured all sponsorship and platform revenue—is inverting as technical operators like video editor Liam Adams build direct audiences and negotiate their own deals. Audience loyalty increasingly attaches to craft and curation rather than personality. This shifts how brands allocate influencer budgets and how platforms design monetization. The people who shape how content looks and feels now have leverage to capture the economic value they create.