Next in Creator Media spoke with Ian Schafer, co-founder and president of Ensemble, on how he's trying to help brands connect with the top 1% of creators, while helping those folks build out full fledged media businesses.
Takeaways:
• Unique Positioning of Ensemble: Ensemble differentiates itself in the creator economy by focusing on a curatorial approach to creators, similar to a studio, instead of a marketplace model.
• Equity in the Creator Economy: Schafer highlights a systemic inequality in brand partnerships, with creators from underrepresented communities getting fewer deals.
• 0.1% of Creators: In the creator economy, only about 0.1% of creators achieve significant success.
• Shift to Long-Term Brand Integrations: Schafer observes a shift from treating creators as media inventory to viewing them as collaborative partners.
• The Importance of Infrastructure for Creators: Schafer notes that while creators have management, they often lack a structured infrastructure to help them scale.
• Potential for Original Programming: Ensemble is developing episodic series and original shows that incorporate brand sponsorships.
• Demand for Audience-First Content: Schafer emphasizes the need for content that resonates with audiences before brands.
• Future of Creator Partnerships in Advertising: Ensemble and Schafer envision a future where brands can lock in annual or seasonal "slates" of creator-led series, similar to TV upfronts.
Guest: Ian Schafer
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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