Top Creators Now Demand Equity Stakes in Brand Deals
Source: Digiday
The creator economy's power dynamics are inverting. A-list creators are no longer just licensing their audience; they're demanding founder-like terms including equity, product governance, and long-term revenue share rather than one-off sponsored posts. Established creators have moved from media inventory to strategic partners. Brands now need venture-style alignment, not performance marketing. The pool of creators most brands can afford has shrunk.