"Creators Are the Next Rock Stars": How Live Events are Changing the Creator Economy

Get your VIP pass to the hottest show in town! This week on The Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) talks with Andrew Tenenbaum and Ben Duvdevani (Co-Founders, One More Time VIP) about how live events fit into the creator economy. Whether it’s exclusive merch, meet-and-greets, or activations, there are many potential ways for brands to unlock new revenue streams through live events. But how will it all pay off in the long run? Ben and Andrew take us backstage for an exclusive look.

“Creators are the new rock stars. They have incredibly loyal fan bases. It’s not like a musical act, where an album comes out and then something else comes along. In the creator world, it’s a constant stream. It’s something you become attached to.” – Andrew Tenenbaum (Co-Founder, One More Time VIP)

Connection is Currency – Podcast fans are notoriously loyal. They interact with a show throughout their day, whether they’re listening during their morning commute or watching clips during dinner. Over time, listeners build strong, personal connections to creators. They want to experience it in real life too, and are even willing to pay for it. Advertisers: Help sponsor those special, exclusive moments fans are craving. The combination of a loyal audience and strong creator relationship can lead to big wins, for brands and for fans.

Superfans Are the Best Ambassadors – Before you go all in on influencers or boost social media posts, check in with the superfans. “Everybody who has fans has superfans,” Andrew says. “And the superfan has to be serviced in a different way. They want more. You’ve become part of their life, and the VIP allows you to service that super fan.” They’re the ones wearing exclusive event t-shirts, attending meet-and-greets, and posting about their fandom across social channels. These are the best promoters of your show. And best of all, their affection is authentic and organic. Give superfans the exciting, special IRL perks they’re looking for, and you’ll be sure to see returns.

Build VIP Into the Budget – By the time brands hear about the huge return on live events, it’s too late to find the budget for it. Ben says lots of brands miss the opportunity solely because they need such a long lead time to set up funding: It can take up to a year for a brand to decide how much they’re allocating to VIP events. So get in early, because the returns are worth it. Live podcasts require minimal set up and stage design, so even just  adding a pre-show Q&A or meet-and-greet can be lucrative. Maximize the tour, and watch as superfans make it go viral online.

We’re living in the creator economy, and audiences are craving these in-person, exclusive events in the post-Covid era. Ready to be a rock star? Listen to the full episode of The Media Roundtable at the link below.