{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Creator Generation","title":"There is no creator economy, just an economy of creatives - Feat. Ronald Pruett","html":"","width":"100%","height":180,"duration":3367,"description":"Ronald Pruett has spent decades in direct response TV, home shopping and direct to consumer, and now sits on the business side of Gemma Stafford's Bigger Bolder Baking, the YouTube channel that has become the number one baking podcast in the US, and most recently a run on QVC. He calls himself the suit. His argument is that what we call the creator economy isn't one yet, because the participants can't really trade with each other, and that what exists today is an economy of creatives instead.\nIn this episode, Ronald is blunt about the structure most creators are working inside. He explains why platforms have an incentive to produce some stars but not too many, why he thinks it's now close to impossible to break out as a new star on YouTube, and why ad revenue, useful as it is, works like a slow poison on a business you don't control. He draws the line between an audience and a community as simply as anyone has: an audience watches, a community buys a ticket. Then he lays out what would have to change for creators to become a genuine asset class, using the music catalogue market as the model, and why hits, predictable revenue and owned IP are the three things institutional money will want before it arrives. Plus the content, community, commerce sequence he uses with Gemma, why direct to consumer brands with no community in the middle went bankrupt handing their money to Meta, and why operators who understand both media and commerce are the biggest missing piece in the industry.\nA big picture conversation about where the creator economy actually is, and what has to happen before it becomes something you can invest in.\nTopics covered: creator economy vs economy of creatives · platform incentives and the power law · audience vs community · content, community, commerce · ownership of IP and distribution · lessons from the music catalogue market · creators as an asset class · stars and suits","thumbnail_url":"https://img.transistorcdn.com/NDM8ivV3uDl_Q3sTBGbbGlhJtxvkN9MsGtP6GI_B00A/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8xMzM5/YWVlMWE1MDVjMTVm/YjQ1NTRiMTVmYjdl/OThmOS5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}