Future of Marketing Briefing: Why top creators are taking fewer brand deals
The biggest creators are cutting their brand rosters and asking more of the partners they keep.
Top creators are increasingly turning down brand deals, opting for more selective partnerships that provide equity, product input, and sometimes even a job title. Alix Earle, a creator with 14 million followers, prefers working with only five to six brands annually and is open to equity deals for long-term, genuine collaborations.
She describes these deals as joint ventures, with the upside shared between the creator and the brand. Jordan Howlett, known for his brand slams, took a job as chief content officer at Blenders Eyewear, giving the company creative input and directing commercials. This role was not handed to him easily, as he turned down the brand's initial approach and insisted on an equity deal.
Blenders has since created "Jordan proof" glasses and a mystery holiday collection. Kevin Cooney, another creator with over four million followers, resists brand deals by turning down those he doubts will perform and only accepts deals on his terms. He has established four formats that consistently go viral, which he uses to negotiate product placement.
Issa Rae, founder of HOORAE Media, applies a similar approach to entertainment, creating micro-series for platforms like TikTok and General Mills, while urging brands to sign on early. These top creators are valuable because their audiences behave like fans, and protecting this loyalty is crucial. Media companies looking for creator-led shows screen for the same loyalty as individual creators, making these partnerships crucial for both parties.
As the industry evolves, creators are seeing equity as a new form of ownership, moving beyond traditional endorsement fees and names.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
