Audience and Wealth Part 1 & 2
by Mario Gabriele
I highly suggest consuming the full piece here (25 min. read time)
“As the creator has become the locus of influence, new infrastructure has been built to support them, allowing for new business models that capture upside unavailable to stars in Arbuckle’s era.” — Mario Gabriele
“…the three primary ways creators leverage audience to build wealth: promoting other people’s products, selling their own products, and investing in their audience or alongside them.” — Mario Gabriele
“…audience members act as co-creators, advertisers escalate content with money, and creators direct attention to others. These reconfigurations enable new types of content and deeper intimacy between creators and their community.” — Mario Gabriele
Depending on whether you’re a creator, audience member, or an advertiser, you pay with some combination of effort, attention, money, or ownership.
“Effort, attention, money, and ownership can all be distributed within an audience. For the audience, distribution creates opportunities to learn, gain status, earn money, and accumulate equity. For creators, it deepens intimacy with an audience, aligns interests, and solves scale.” — Mario Gabriele
“This gambit is common in gaming — to keep players coming back you incentivize them. Rather than asking them to pay for new features with money, games often ask them to do so with effort, manifested by engagement. The same principles should be applied to the creator economy. As it stands, there’s no comprehensive tools that allow writers, podcasters, and streamers to identify and reward their most loyal fans.” — Mario Gabriele
My two cents: I’m most excited about how brands and creators can create co-ownership with their customers or communities. I believe this will happen as more and more (specifically) creators tokenize their influence. Imagine you come across an early stage creator whose content you absolutely love. You buy a token from said creator at a low price because this creator is early. However, in 5 years this creator is now one of the biggest and you purchased 5 tokens when the price was at $3.00 and now the price is $400. Incentives become aligned for creators and fans.
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