对于许多创作者来说，写一首热门歌曲或创建病毒视频可能相对容易，从他们的作品中赚钱可能并不那么直观。输入西装！最好的高管（无论是平台，代理商或经理）进入并加强以帮助创作者从工作中获得最大利润并增加受众。这可能是针对特定创作者的特定组合的：例如，沃拉尔（Whalar）C人才的创始人兼总裁Keely Cat-Wells努力为残疾人创造者在摄像机前后提供更多机会。其他人，例如《夜媒体》创始人里德·杜克切尔（Reed Duchscher），在此过程的后面出现，以帮助创建者与现有的伴侣，并赢得他们可以推广的品牌。这五位高管在SoundCloud，YouTube，Soteter等工作，为创作者，品牌和投资者铺平了道路，以在创作者的经济中赚钱。
Keely Cat-Wells，Chalar的C创始人兼总裁
Keely Cat-Wells受到启发，成立了她的人才管理和咨询公司，该公司代表着高调的聋人和残疾人才能在住院期间因慢性病治疗。C人才努力将残疾表演者置于角色go beyond being disability-specific。She is also working to get more disabled people behind the camera, and Cat-Wells uses her platform on Instagram and her 15,000 followers to advocate for disability rights. “Oftentimes, disabled talent will come to us, and they’ll have kind of small goals. They won’t be huge because they’re so used to, unfortunately, living in a society where things aren’t achievable just because of the barriers that we face and the attitudinal barriers that exist,” Cat-Wells said earlier this year on an episode of德赢提款的播客Creative Control。她的小组的艺术家名册与Savage X Fenty，Hulu，Disney，Google，Subaru和Nike等品牌合作。5月，Cat-Wells的代理商是由Creator Commerce Company Whalar收购;她目前将其作为子公司经营。
Beyond working with individual creators, Cat-Wells and C Talent help create a hospitable environment for all of them, consulting with companies to become accessible. In that role, she works with them to provide amenities that go above and beyond meeting basic compliance standards. To date, the organization has been contracted by companies, including Netflix, Twitter, and Sony. As a continuation of her work, Cat-Wells has also foundedZetta Studios，这将是世界上第一个考虑残疾人的设计室。
Tracy Chan，高级副总裁，创作者，Soundcloud
Tracy Chanhas made a career helping independent creators get off the ground, based on a simple insight he gained during his time as head of music at Twitch. “We looked at how many artists on Twitch make $50,000,” says Chan, who decamped from Twitch toSoundcloud在六月。“对于典型的签名音乐艺术家来说，他们需要大约8000万溪才能获得50k。”这是因为例如，Spotify着眼于艺术家的作品与平台上的所有其他艺术家进行了多少流，并相应地付款。“在Twitch上，” Chan补充说，他在直播平台工作了两年，他只需要183位愿意付钱的粉丝。”
为了克服艺术家如何在流媒体上获得报酬的挑战，并在Soundcloud上为创作者提供更多的钱，陈负责了一个名为的计划粉丝驱动的特许权使用费，，，，which debuted去年，，，，where fans can choose to direct money straight to the artists they have been streaming. SoundCloud’s private link ecosystem is also under Chan’s purview. This feature lets creators share early drafts or works in progress with other musicians or their most dedicated fans. When an artist wants to get their music on other platforms, Chan’s team can help there, too. “We actually help artists distribute their music to other services—like Apple Music and Spotify,” he says, “so they don’t have to pay for another distributor.”
Reed Duchscher，夜间媒体创始人兼首席执行官
In January 2019, Reed Duchscher and his talent agency,Night Media，，，，开始管理北卡罗来纳州新兴的20岁人才有1400万YouTube关注者。伙伴关系肯定已经涡轮增压了年轻人的职业：吉米·唐纳森（Jimmy Donaldson）（又名MRBEAST）被认为是YouTube最高的YouTube创作者，赚5400万美元去年。(See our take on why, on our Big Shots list。超越行业标准收入流。“您的创造者业务不仅基于品牌交易和Adsense，” Duchscher建议由于担心经济衰退，他的客户和更广泛的创作者社区都在夏季。“创造者的机会远不止于此。您确实需要查看其他方法来使收入多样化。”
随着唐纳森（Donaldson）作为北极星的成功，杜克舍尔（Duchscher）于2015年推出了夜间媒体，但远远超出了人才代表。Night Labs是一个孵化新业务的风险工作室，例如Mrbeast Burger（Donaldson的Virtual，现在现实生活- 食品链）和以创造者为中心的银行Creative Juice，创作者可以利用其分销来发展这些业务并比赞助机会更有意义地获利。以同样的精神，达拉斯的Duchscher也开始了风险基金专注于投资于消费者，游戏和热情经济的重点类似的初创公司。9月，T他Chernin Group投资1亿美元在Duchscher的夜首都，，，，which is looking to acquire majority stakes in consumer businesses where a creator could transform the business with the benefit of both Night’s branding expertise and their ability to connect with their fans. All the while, Duchscher is not only shepherding his creator-powered empire but also publicly sharing insights along the way. HisYouTube show创造者经济学，这也是播客，，，，has almost 19,000 subscribers.
YouTube短裤运营与合作伙伴关系总监Kevin Ferguson
YouTube短裤（一个短形式的视频共享平台，视频在60秒钟内被封顶），以回应印度政府2020年禁止Tiktok。新格式也是一个实验：一些Tiktok创作者将其发布到YouTube，那里有一个小还是不存在粉丝群，以查看它是否会增长。有效。在发布了几个视频之后，他们恢复了成千上万的追随者。
In May 2021, YouTube tapped Kevin Ferguson, who had overseen the lip-synching video platform Musica.ly before and after it was acquired by TikTok’s parent company, to run and grow the division. To compensate creators initially, Ferguson launched a $100 million Shorts fund, which can distribute as much as $100,000 a month to popular creators who use the platform this year. Under Ferguson’s leadership, the product’s improvements, combined with the revenue pool, have driven more Shorts—and, as a result, more viewers. In June, YouTube reported that Shorts now exceeded15亿每月观众。
弗格森（Ferguson）现在正在开发货币化以及短形式创建者的其他支持机制。在后一个方面，一个示例是Remix，该功能使创作者可以将简短的YouTube视频片段切成短裤。尽管Tiktok具有类似的功能，但短裤用户可以访问YouTube的大量视频。“这类讲故事的内容的数量确实是无与伦比的，”弗格森告诉德赢提款今年早些时候。“我们看到创作者将五年前喜欢的那段视频并在他们的短形式视频中再次栩栩如生。”
Most importantly, Ferguson is taking the creator truism that you build audiences on TikTok and then make money from them on YouTube to its logical conclusion. In September, reports surfaced thatYouTube would introduce ads in the feed of Shortsvideos, and starting in 2023, it would share revenue using its customary 55-45 creator-platform split. The twist? All Shorts ad revenue would be pooled and then distributed monthly so every creator who participates benefits from the better that Shorts performs.
莫妮卡·汗（Monica Khan）
Monica Khan served as a partner manager at YouTube for six years, and then another two at Facebook supporting its community. In April, she joined Spotter, a company that pays YouTubers a lump sum to purchase their back catalogs, as its first head of creator community. The company was founded in 2019 and operates a bit like a private-equity firm for creator content. It buys out mature video assets from creators to give them the working capital they need to continue to grow and scale their businesses, whether that’s to create more videos or to expand into real-world businesses.
That’s where Khan comes in. In her role, she runs the “creator success team,” which aims to identify strategic partnerships and business development opportunities for creators. She describes her role as empowering “the creators we fund with access and resources to help them reach their full potential and drive greater impact,” she wrote onLinkedIn。她还建议创作者如何最好地利用他们从Spotter进行投资来增长他们的追随者并探索品牌扩展。到目前为止，该公司帮助Dude Perfect背后的家伙在德克萨斯州建立了新的总部斜线经验。Smokin’s＆Grillin’Wit AB的主持人亚伦·布朗（Aaron Brown）正在利用他的首都在拉斯维加斯开设一家餐厅。