Rewriting Hollywood

The Creator Economy Rewrites Hollywood: From Gatekeepers to Global Storytellers

The Web Summit Lisbon 2025 panel, moderated by Magalie Laguerre-Wilkinson, explored the profound transformation of storytelling and the entertainment industry. Emma Harman, Co-CEO of Whalar, highlighted that creators have evolved from “modern-day magazine publishers” into “media moguls,” launching products and managing substantial businesses. She noted that successful creators build their audiences over years, not overnight, with YouTube serving as a central, expansive creative platform increasingly integrated with television.

Chris Sawtelle, Co-founder and CEO of CrossCheck Studios, discussed how social media reshapes talent discovery. Individuals are now empowered to create and distribute content independently, bypassing traditional Hollywood gatekeepers. This allows self-financing and direct audience engagement, attracting industry professionals. Mr. Sawtelle observed Hollywood’s ongoing consolidation but acknowledged its growing engagement with digital content, signifying a shift in how projects gain traction and secure financing.

Ms. Harman detailed Gen Z’s unique content consumption. Shaped by algorithms, this generation favors the absurd, irony, and distinct humor, fostering an appetite for fragmented media. They seek content reflecting their interests and identities, moving away from traditional top-down broadcasts, necessitating a decentralized media approach. She explained that studios must now collaborate with the creator economy to thrive, as brands adapt by producing entertainment and commissioning creator-led content for cultural impact.

Mr. Sawtelle confirmed that while a “gatekeeper mentality” persists in traditional Hollywood, it is evolving. He cited the Sidemen’s co-financed Netflix show “Inside” as an example where creators maintained primary monetization, illustrating a growing integration of creator-driven content into mainstream platforms and valuing independent creative power.

The discussion also addressed metrics, with Ms. Harman advocating for a shift from “reach and impressions” to “depth and obsession.” Brands now prioritize cultural impact, measuring engagement through shares, discussions, and meme creation. This requires a “test and invest” strategy, experimenting with creators and formats for genuine resonance and business objectives.

Mr. Sawtelle underscored the intense competition in the “attention economy,” where content battles for the average 8 hours people spend daily on their phones. He noted that even absurd or “rage bait” content can go viral due to its ability to provoke immediate reactions, highlighting the premium placed on instant engagement and captivating narratives.

Looking to the future, Ms. Harman predicted a decentralized Hollywood, offering a bright outlook for diverse talent. She foresees a “new type of creative renaissance” driven by AI and creativity, generating new jobs and empowering individuals from varied backgrounds to tell their stories, thereby resetting the industry. Mr. Sawtelle concluded that while studios will persist as conglomerates, successful creators will increasingly establish their own capital and endowments to sponsor other talent within their ecosystems, echoing historical models but with a modern, creator-centric twist.