Ian Schafer on Why Creators Might Need Upfronts

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