New light on how Youtube works with its top video producers has been shed by The Wall Street Journal.
The paper’s profile of Youtube creator Swoozie, who happens to be known chiefly for animated videos, tracks his rise through the burgeoning creator economy. It gives interesting details on how the video platform remunerates creators, and how it manages them through its fast-growing agency services.
A picture emerges of a new model for paying indie animators (and other creators) that is flexible yet increasingly controlled, risky yet potentially very lucrative. And it isn’t unique to Youtube: as the Journal notes, rival platforms, from Tiktok to Snapchat, are developing their own creator management strategies.