00:00Jake Shane is talent that UTA is proud to represent, of course got his start as a creator,
00:06and now he just sold a show to Hulu and will be writing and creating a show.
00:10And so I think so many of the creatives at the forefront of culture making today
00:14maybe got their start as a creator, but have now been able to become top-notch chefs
00:19and top-notch executives and top-notch creatives.
00:22Because to me, being a creator, for most people, is they have this passion
00:27and creator becomes a distribution mechanism in which to talk about it,
00:30a which for folks to know about.
00:32I think of TikTok and social media today and often like Disney Channel when we were younger.
00:35It sort of decides who we get to even see and therefore decides who then becomes famous.
00:40But what's interesting about today is it's democratized the landscape that
00:43if you're really good at anything and make content about it,
00:46you can become known for that thing and then that can leapfrog and jumpstart your career.
00:49A lot of my provocation to my clients who are CMOs and otherwise is
00:54we need to expand the aperture by which we think of creators.
00:56They're not just creators.
00:58They are creatives.
00:59They are co-conspirators.
01:02They are co-collaborators.
01:03They have so much more value to the marketplace than just advertising inventory.
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