Category: In the News

This story was originally published on Digiday sister site, Glossy.

By now, many in the beauty space have wised up to just how powerful a tool athletes and sports are for their brands. But the crossover between sports and beauty has only just begun, according to panelists at Glossy’s Pop NYC event in Manhattan earlier this month.

WNBA star Hailey van Lith, stylist Dianne Garcia, tennis brand Courting founder Courtney Kelly and Jenna Smith, founder of sports marketing agency Tantamount Sports Group, joined the Pop NYC stage to discuss the state of sports and beauty crossovers.

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Last week, European creator management firm Arcade held the region’s first-ever media upfront in London. It’s a sign of where the creator economy is headed: over the last year, creators have been pulled into TV and streamers’ upfront and NewFronts negotiations, while companies like Spotter, Forbes, Walmart, and the International Advertising Bureau (IAB) have held their own creator-centric versions of the traditional media sales event.

Those experiments are exposing a structural problem: the traditional TV upfront model doesn’t map neatly onto the creator economy. Creator inventory is effectively unlimited and scattered across thousands of channels, so the creator upfront negotiations that are starting to emerge are being built by creator-first firms and aggregators around small rosters of marquee talent, not the broader creator economy. 

Arcade’s Sept. 17 event was both a sales pitch for several of its biggest creators and the company’s take on the future of creator media. IAB’s CreatorFronts leaned more toward a state-of-the-market update and the limitations of the creator economy’s half-built infrastructure. Spotter’s CTV event earlier this year was about selling its YouTube inventory. 

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