Exploring the Creator Economy: Insights for TV and Film Professionals

Is it possible for traditional Hollywood to adapt to the new digital age? This was the question tackled during a focused four-hour course I attended, aimed at helping TV and film professionals shift into the burgeoning creator economy.

The entertainment sector is experiencing turbulent times with constant cancellations, production relocations overseas for cost-effectiveness, and job losses due to mergers. In contrast, the creator economy is thriving, offering a beacon of hope.

Rebecca Bregman, a participant laid off after 15 years in reality TV, expressed her challenges in finding relevant positions. She remarked on the discouraging job landscape, saying it left her feeling both disheartened and frustrated.

The Course: Flipping the Script

G&B Digital Management, a decade-old agency representing digital talents, organized this program. It aims to support professionals like Bregman. The agency has conducted sessions in Los Angeles and New York, noting the high demand due to employment challenges.

Approximately 40 professionals gathered in Brooklyn's DUMBO area, where the environment was laid-back and supportive. The course offered career strategies while fostering a sense of community among participants.

Speaking to attendees revealed that many had spent decades in established Hollywood sectors such as production, screenwriting, or acting. Their primary concerns revolved around unemployment threats or curiosity about content creation.

Adapting Skills to a New Environment

Questions abounded regarding different facets of the creator economy, like working solo after being part of teams, transitioning from extensive TV productions to shorter digital content, and understanding decentralized industry dynamics.

G&B's Kyle Hjelmeseth and Joey Gagliardi outlined an overview of the creator landscape, followed by practical methods for integration. The event concluded with Amber Kemp-Gerstel recounting her move from TV to success as a self-made creator.

Key Learnings from the Class

Hjelmeseth emphasized different categories within the creator field, such as entertainers, educators, and industry experts. For those behind the scenes, opportunities exist in showcasing expertise, much like filmmaker Kayse Goodell's portrayal of on-set work.

A critical takeaway was that maintaining a visible online persona enhances your credibility and appeal within the creator ecosystem, even if monetizing isn't the main goal.

Transferring Film and TV Expertise

The transition might seem daunting, but many skills from filmmaking have digital counterparts. Gagliardi assured participants of their preparedness, highlighting that no one manages tight schedules better than a producer.

It’s essential to communicate your achievements clearly. Cyndi Steele, now G&B's Chief of Staff, recommended detailing production metrics to those unfamiliar with Hollywood's traditional framework.

Cultivating Content Habits

For those embarking on this path, creating and sharing what resonates personally is crucial. Consistency and passion in content will attract both viewers and potential sponsors, while using familiar formats can maximize efficiency.

A strong opening is vital in capturing attention—an indispensable skill in today’s attention-driven market, according to Gagliardi.

Adjusting to Informality

Used to polished productions, attendees learned that online success often hinges more on engagement than perfect presentation. However, there's still room for those who prefer high production values to distinguish themselves.

Embracing New Dynamics

Unlike traditional model reliance, success as a creator requires building audiences independently. Additionally, collaboration with creators involves respecting their role as creative leaders in the process.

Steele clarified that recognizing creators as the experts in their craft is fundamental to successful partnerships.