Negotiations in the upfront and NewFronts cycles can seem at odds with the fast-paced, individual-focused creator business model. But new sales presentations from creators and brands centered around the creator economy have agencies optimistic that they could create long-term, lucrative deals for creators.
The new sales pitches could also be a sign that the space is maturing as creators are expected to contribute to a global influencer market size of $32 billion in 2025, according to Influencer Marketing Hub.
Ongoing creator upfront deals are generally going to the large creators that have become celebrities and media companies (think MrBeast and Khaby Lame with followings in the hundreds of millions), according to four agencies Digiday spoke with for this story. Meanwhile, mid-tier and smaller creators have been shut out as they require more flexibility in their partnerships. Negotiations for upfront and NewFronts deals kick off next month, as networks pitch their shows and packages to advertisers to buy ad time in advance.
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