As the influencer industry evolves, creators are cashing in with ‘content collectives’
The Hustle

As the influencer industry evolves, creators are cashing in with ‘content collectives’

A growing number of influencers are forming groups to capitalize on their followers and establish brand partnerships.

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.

Enter the ‘collectives’

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.

So, what do they look like?

Here are 3 forms of “creator collective” we’ve seen:

While some collectives are informal… others are super serious

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.”

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