It’s no secret that creators are no longer just aestheticised ambassadors for aspirational lifestyles (and the products that you can buy to try and get it for yourself) and that content creation has exploded into countless categories. The influencer label has given way to a multiplicity of pathways that have pushed the boundaries of the creator landscape — from Meaning Makers and Moguls to New Traditionals and Entertainers. But what exactly defines this new cohort of creators and how have they changed how we consume, think, and move through the world?
Inside this report we explore the 8 creator archetypes changing the game, the themes and motivations that unite them, and predictions of how they’ll evolve.
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