Creative Control

Most creators know they won’t reach the level of getting insanely lucrative brand deals or tens of millions of followers—and that’s perfectly fine. The overall sentiment from creators is that they just want stable and reliable income, i.e. a more robust middle class. It's a reasonable request but one that hasn’t been so easy to attain. A perfect vehicle to explore this right now is Twitch. In case you missed it, there’s been a few changes at Twitch that the company says are in the best interest of creators. But some creators, particularly those in the middle class, aren’t so sure.

When you think about what you’re already shelling out for on-demand entertainment with Netflix, Spotify, Disney+, Apple Music, HBO Max, how do content creators fit within your budget? We conducted a poll to get some answers. And to help me unpack these results, I reached out to Anthony Iaffaldano, VP of sales, marketing, and insights at Fandom.

We’ve explored how algorithms and content moderation can make some creators feel targeted on social platforms. One way creators are getting around being flagged is through algospeak, e.g. using “unalive” instead of dead, “seggs” instead of sex, “corn” instead of porn, etc. Coded internet language has been around for decades, most commonly known as leetspeak. But no matter what you call it, massaging words to sidestep moderation raises some interesting questions we’re exploring in this episode.

If you’re on TikTok, Michael Le has undoubtedly landed on your For You page at some point with his dance videos, which have earned him 52 million followers and more than 10 billion views. Now Michael is launching Joystick, a gaming ecosystem that aims to empower users and content creators to become business owners. According to Michael, the key to his success has been adapting and experimenting both in the content he creates and in his business pursuits. But how do you translate 52 million followers into a new business—especially a new business that many might not see as part of your core brand?

In this special podcast episode, hear the latest on what’s taking place in edge computing and hybrid cloud from a top industry executive at AWS. Also learn how these innovations can ultimately help you transform your business.

You think you know where a skit from Antonio Baldwin (aka Tony Talks) is headed until the punchlines start hitting you in the most unexpected places. It’s the kind of random comedy that forces you to pay attention—and it’s certainly caught the attention of his growing audience. Tony landed a spot on Fast Company’s inaugural Creator 25 list, and you need only watch his content (and listen to this episode) to understand why.

A lot of people say success in the creator economy is democratized: You put in the work, stay consistent, and you’ll find your audience and revenue. That may be true for some, but for many marginalized creators success feels like a steeper hill to climb than it should be. Discoverability is crucial to any creator’s career online. But what happens when the algorithms powering discoverability seem to be working against you or don’t see you at all?

Brittany "Broski" Tomlinson turned her 15 seconds of fame as "the Kombucha girl" meme into a full-fledged career. In this live episode of Fast Company's podcast Creative Control, Tomlinson gives her candid take on the creator economy and explains how she's building a name for herself offline.

Here is a sneak peek of Season 2! Creative Control premieres next week, and be sure to subscribe to the podcast so you don’t miss new episodes every Thursday.

We’re hard at work developing season 2 of Creative Control coming this fall. In the meantime, enjoy this throwback episode to keep your creative juices flowing!

We’re hard at work developing season 2 of Creative Control coming this fall. In the meantime, enjoy this throwback episode to keep your creative juices flowing!

We’re hard at work developing season 2 of Creative Control coming this fall. In the meantime, enjoy this throwback episode to keep your creative juices flowing!

Every company’s success is tied to its talent - recruiting and retaining the employees needed to deliver high-level customer experiences that support the bottom line. Yet rapid transformation has disrupted many things that organizations used to do to maintain great company cultures. So how can business leaders reimagine their employee experiences to meet the needs of their workforces? How does that translate into better customer experiences? In this thought-provoking podcast episode, FastCo Works will hear from Freshworks CMO Stacey Epstein as she shares some of the latest industry best practices and learnings for companies navigating these work culture shifts.

We’re hard at work developing season 2 of Creative Control coming this fall. In the meantime, enjoy this throwback episode to keep your creative juices flowing!

We’re hard at work developing season 2 of Creative Control coming this fall. In the meantime, enjoy this throwback episode to keep your creative juices flowing!

We’re hard at work developing season 2 of Creative Control coming this fall. In the meantime, enjoy this throwback episode to keep your creative juices flowing!

We’re hard at work developing season 2 of Creative Control coming this fall. In the meantime, enjoy this throwback episode to keep your creative juices flowing!

We’re hard at work developing season 2 of Creative Control coming this fall. In the meantime, enjoy this throwback episode to keep your creative juices flowing!

We’re hard at work developing season 2 of Creative Control coming this fall. In the meantime, enjoy this throwback episode to keep your creative juices flowing!

We’re hard at work developing season 2 of Creative Control coming this fall. In the meantime, enjoy this throwback episode to keep your creative juices flowing!

We’re hard at work developing season 2 of Creative Control coming this fall. In the meantime, enjoy this throwback episode to keep your creative juices flowing!

Over the past 15 episodes, we covered a lot of ground within the creator economy. For the season one finale, we're revisiting some of these topics with Kaya Yurieff, a reporter with The Information who's also been sorting through the ups and downs of this space. In this episode, Kaya gives her opinion on burnout, the creator middle class, and government regulation of social media, as well as her forecast for the creator economy’s next chapter.

Last week, we profiled a talent agency working specifically with deaf and disabled creators. This week, we're going even further into the space of marginalized creators with Annelise Campbell. Annelise is the founder of the CFG, an influencer marketing agency geared toward BIPOC creators like Monica Veloz, a lifestyle and beauty creator of nine years who, since linking up with CFG, has gained an entirely new perspective on value as an Afro-Latina creator. In this episode with Annelise and Monica, we cover everything from how creators of color should view their work to holding brands accountable for the work that still needs to be done.

According to the World Health Organization, 1 billion people around the world are living with a disability. However, it's safe to say that the majority of them still don't feel seen or adequately represented. It’s something Keely Cat-Wells set out to fix with C Talent, a talent management and consultancy agency working exclusively with deaf and disabled entertainers. As someone living with a disability, Keely wanted to make navigating the creator economy and Hollywood more equitable and inclusive. And in this episode, we cover how C Talent is doing just that, where brands are falling short, and how the creators C Talent works with are thinking about the dreaded “inspiration porn.”

One would think an inventor's job should be identifying a problem and building an innovative solution to fix it. Simone Giertz has been great about the first part but intentionally "shitty" about the second. For most of her career as an inventor and content creator, Simone has been the self-proclaimed "Queen of Shitty Robots" with inventions that were never meant to be anything more than a punchline. But a brain tumor forced her to stop hiding behind her shittiness and realize her dream of creating and selling products that actually work.

Rounding out this 3-episode arc of the current state of social media platforms is the question of government regulation. We know social media companies aren't as forthright as they could be about how their platforms work. And we know social media has fundamentally impacted politics and our health. So what's the government doing about social media? Top executives across Meta, Twitter, TikTok, YouTube, and Snap have all been grilled on Capitol Hill. Lawmakers have introduced bills that try to take on issues like addictive algorithms and surveillance advertising. But so far, nothing concrete has taken shape. The European Union is way ahead of the US in regulating social media. So what will it take to catch up? And more importantly what does effective regulation even look like?

Does this sound familiar? You open Instagram or TikTok to kill some time, and the next thing you know, your eyes are dried out and your thumb feels like it’s about to fall off. It’s only then you realize how long you’ve been scrolling. For most of us, spending sometimes hours on social media leaves us a little achy but mainly just feeling guilty for having wasted a chunk of our day. But for some people, getting sucked into social media like that can have a major impact on their mental health. In this episode, I’m looking at where we are now at the intersection of social media and mental health—and I'm talking to a psychiatrist and a technologist who are trying to make these platforms a little less harmful.

It feels strange to think back to a time when we weren’t so concerned with social media algorithms. For years, we accepted this idea that algorithms were there to serve us more of what we love online. Which is true…to a certain degree. Since 2016, that rosier depiction of algorithms has completely disintegrated. Now when we talk about algorithms, we’re talking about issues like mental health, addiction, political interference, and government regulation. I wanted to get a better understanding of where we are now with social media algorithms. And it's a lot to unpack so I'm going to be tackling this topic in three separate episodes. Up first: what we know (and don’t know) about algorithms.

When Lilly Singh started her YouTube channel in 2010, she was all about the hustle, which led to a number of opportunities including acting roles and a late-night talk show. But in that hustling, Lilly admits her value system got out of whack. She was so focused on accolades and awards that she never thought to tie her value to things like mental health or self-growth. But now she's turning it around—and she’s encouraging us all to do the same in her new book “Be a Triangle.” In this episode, Lilly unpacks how her YouTube career and stint in late-night has had a major impact on what she values and how she views content creation today.

Last week I discussed burnout with therapist Kati Morton and got into the nuts and bolts of what happens in our brains when we experience burnout and how to recover from it. But I also wanted to get the perspective of a content creator. Mayuko Inoue is a software engineer who's worked for Intuit, Patreon, and Netflix. But she left her stabile career behind to become a full-time creator in 2020. So I wanted to unpack burnout with a creator who jumped out of one fire in working tech and into a completely different fire as a content creator.

Before the World Health Organization officially recognized burnout as a syndrome in 2019, there was already a mounting wave of high-profile creators speaking out against what they felt as pressure from platforms to consistently churn out content or their channels would suffer. And, unsurprisingly, the past two years have only made burnout worse. But therapist and content creator Kati Morton explains the small (and unconventional) changes you can make to put out the fire.

Since starting her channel in 2017, Emma Chamberlain has amassed more than 11 million YouTube subscribers, in large part because of her wry comedic tone and signature lo-fi editing style. Not being overproduced in both the look and content of her vlogs made Emma more relatable to an audience that increasingly has favored content creators removing the literal and proverbial filters from their lives. And part of Chamberlain being so candid has been admitting to her audience (and herself) that she needed a break from YouTube. She’s shifted her focus to building out her podcast Anything Goes and her coffee company Chamberlain Coffee. I wanted to talk to Emma to see how she’s redefining her relationship with YouTube and how she’s finding her place in the coffee industry—potential haters and all.

Doctors are taking to platforms like TikTok and Twitter to make medicine less of a mystery for people—and becoming celebrities along the way. But the ethics here are in a very grey area. We’ve seen how misinformation can run rampant on social media. And we’ve also seen that it doesn’t take much for anyone to gain a following online. So I wanted to explore this to get a better understanding of what it means when your doctor becomes an influencer.

As the cofounder and CEO of Patreon (and a creator himself), Jack Conte’s whole mission has been helping creators make a stable living. Patreon allows creators to charge monthly or annual subscription fees for access to their content. And since the company started nine years ago, it’s paid out $3.5 billion to more than 250,000 creators. Patreon itself was recently valued at $4 billion, so clearly Jack was on to something. But knowing how much the creator economy has evolved, how is Patreon thinking about features to better serve creators? And are we getting closer to a more robust middle class of creatives?

Spotter buys YouTubers’s back catalogs in exchange for capital to grow their businesses—and the company recently announced plans to invest $1 billion in creators. CEO Aaron DeBevoise explains who’s getting a cut, the possibility of expanding to TikTok, and how changes to YouTube could impact Spotter.

When you think about things having a copyright, what probably comes to mind are movies, music, and books—but what about dance moves? Historically, copyrighting choreography favors artists working in more traditional forms like ballet or modern dance, while choreography in videos games, music videos, and social media have remained in copyright law's blindspot. But, as we explore in this episode, hopefully not for much longer.

In the first episode of Fast Company's new podcast Creative Control, host KC Ifeanyi dives into the tangled history of the NCAA and collegiate athletes being able to earn money from their name, image, and likeness. The new policy has been a long time coming for athletes in the NCAA who can now score brand deals and monetize their social media. But the rules here are still very fragmented. So how are athletes navigating this new era?

Fast Company's new podcast Creative Control is taking a deep dive into the forces shaping the creator economy, and what it means for its future. Creative Control premieres next week, and be sure to subscribe to the podcast so you don’t miss new episodes every Thursday.

We’re gearing up for a brand new podcast on the creator economy! So in the meantime, check out this past interview from our very first season of Creative Conversation in 2018 with YouTube beauty guru Jackie Aina.

We’re gearing up for a brand new podcast on the creator economy! So in the meantime, check out this past interview from our forth season of Creative Conversation in 2021 with legendary actor Wayne Brady.

We’re gearing up for a brand new podcast on the creator economy! So in the meantime, check out this past interview from our first season of Creative Conversation in 2020 with viral rapper Saweetie.

We’re gearing up for a brand new podcast on the creator economy! So in the meantime, check out this past interview from our first season of Creative Conversation in 2018 with celebrated actor Paul Scheer.

We’re gearing up for a brand new podcast on the creator economy! So in the meantime, check out this past interview from our first season of Creative Conversation in 2018 with powerhouse actor Carrie Coon.

We’re gearing up for a brand new podcast on the creator economy! So in the meantime, check out this past interview from our first season of Creative Conversation in 2018 with celebrated author David Sedaris.

We’re gearing up for a brand new podcast on the creator economy! So in the meantime, check out this past interview from our first season of Creative Conversation in 2018 with legendary actor Regina Hall.

A message on what's to come in the new year.

Today we have a special holiday episode where KC chatted with World Changing Ideas Host Talib Visram and The New Way We Work Host Kate Davis to reflect on the past year here at Fast Company and to share some of their New Year's resolutions.

We have another roundup of the best answers to that all-important question: How do you define creativity? Enjoy!

Tracy Oliver has made it a point in her career as a film and TV producer and writer to center her work around Black women—but, most importantly, Black women who are allowed to be more than just savior figures or martyrs of Black trauma. From the box office hit Girls Trip to her latest show Harlem, Tracy creates worlds where Black women can be ridiculous, gross, lighthearted—they can just be human. In our conversation, Tracy explains the importance of basing your work around what you want to see in the world, and how to ask for what you're worth.

How can you make satire of reality when reality itself is stranger than fiction? And when reality feels flat-out depressing, is anyone in the mood to laugh? It’s what writer and director Adam McKay was thinking about while making Don’t Look Up. Adam’s latest film stars Leonardo DiCaprio and Jennifer Lawrence as a pair of astronomers who are desperately trying to alert the world that a comet is about to end life on Earth as we know it—“trying” being the operative word here. In our conversation, Adam explains the delicate dance of making comedy and satire today, and the creative freedom in subverting your expectations.