Experts and investors in entrepreneurship and creative content discussed the shifting power dynamics in the creator economy. As investment value gradually shifts from digital platforms to the creators themselves, billions of dollars are flowing into companies led by content creators worldwide. Experts highlighted the changing standards of evaluation and investment, noting that the number of followers is no longer a sufficient indicator, as was the case in previous years. Instead, intellectual property ownership, building sustainable business models, and diversifying income streams have become key to attracting the necessary funding in the upcoming phase. These topics were discussed during a session titled 'Investment Trends Shaping the Content Economy,' as part of the fourth 'Billion Followers' summit—the world's largest summit on the content economy, organized by the UAE Government Media Office. The summit, held under the theme 'Purposeful Content,' took place over three days in Dubai and concluded today. The session featured Chriswell Viordales, Partner at Guggenheim Brothers Media; Willem Pau Bin, Partner at Orte Ventures; George Gachara, a strategic expert and investor in Africa's creative industries; and Patrick Walker, a Principal Advisor at Electrify. The experts outlined the major transformations in the creator economy, which has become significantly more professional over the past five years. This has led to the development of systems, tools, and platforms to support emerging talents, enabling them to grow, scale, and monetize their work. The session also shed light on the differences in monetization models across global markets. While the Western model relies on advertising and view counts, the model in Asia—particularly China—is based on a share of e-commerce profits. In the West, a creator might earn a 5-15% marketing commission, whereas in Asia, they could receive a 45-50% share of the sale value itself. In conclusion, the experts advised creators looking to attract investment, emphasizing the importance of building sustainable business models, focusing on data and financial performance, and being cautious when turning to venture capital.
