TikTok’s most popular creator, Loren Gray, has more than 40m followers. On YouTube, PewDiePie has more than 100m followers.
By lip-synching along to popular songs and playing video games these 2 creators built valuable personal brands: Gray earns an estimated $175k per TikTok; PewDiePie makes $15m+ a year.
(YouTube revenue comes only from ads. TikTok revenue — though less consistent — comes from live streams, sponsored posts, and fees for song integrations.)
But despite the huge success of these individuals, some creators now believe they can build bigger brands around groups.
They take several forms, but they’re based on the same idea: That influencers who band together can grab more eyeballs — and more money — than individuals.
The collectives have big ambitions, too: They hope to become full-blown media companies.
Here are 3 forms of “creator collective” we’ve seen:
The Hype House doesn’t formally exist as a financial entity — so anyone living there who wants to sell HH merchandise is on their own.
But Amp Studios — whose team generates 1B+ monthly social media views — collects a percentage of revenue earned by each member across every channel.
So, what’s the endgame?
Brent Rivera, Amp’s founder, and his business partner told Business Insider the group’s goal is simple: To be the “Disney Channel for the YouTube age.”