>> Paris: HAVE YOU HEARD OF
THE CREATOR ECONOMY?
THERE'S A GOOD CHANCE YOU HAVE
BEEN INFLUENCED BY IT.
IT REPRESENTS THE GROWING
INDUSTRIES BEHIND SOCIAL MEDIA
INFLUENCERS OR ANYONE WHO GREAT
AND MONETIZES CONTENT ONLINE.
FASHION BLOGGERS TO
LIVESTREAMING GAMERS AND
EVERYONE IN BETWEEN.
ABOUT 50 MILLION PEOPLE
WORLDWIDE CONSIDER THEMSELVES
CREATORS IN THE INDUSTRY IS
ESTIMATED TO GENERATE BILLIONS
OF DOLLARS ANNUALLY.
JOINING US NOW WITH MORE ARE
LORRI BUCKLE, CEO AND FOUNDER OF
CRICKET MEDIA AND INFLUENCER
MARKETING AGENCY.
AND MATT KEPT THE EXECUTIVE VICE
PRESIDENT DEPARTMENT OF
CELEBRITY RELATIONS AND TALENT
RESOURCES.
IT IS A MARKET AGENCY.
WELCOME BOTH OF YOU TO CHICAGO
TONIGHT.
>> THANK YOU FOR HAVING US.
>> Paris: LORI BUCKLED, WE
START WITH YOU.
WHAT EXACTLY IS A GREATER IN
THIS CONTEXT AND WHAT IS THE
GREATER ECONOMY?
>> OH, MY GOODNESS.
A CREATOR IS AN AMAZING TALENTED
PERSON WHO CREATES CONTENT FOR
AUDIENCES EFFECTIVELY.
IT IS A RISING INDUSTRY.
IT IS NEW THE WAY WE LOOK AT IT.
IT IS CHANGING ALL THE TIME.
BUT IT IS REALLY CHANGING THE
WAY WE THINK ABOUT ADVERTISING
AND MARKETING.
>> Paris: AND YOU BOTH WORK
AND ADVERTISING AND MARKETING.
COULD YOU TALK ABOUT THE
SPECTRUM OF "CREATORS" YOU WORK
WITH AND WHAT KINDS OF FIELDS
THE ART INFLUENCES IN?
>> ABSOLUTELY.
RELATE TO GO OFF OF THAT
APPOINTMENT, THIS TIME, ALMOST
ANYONE CAN BE AN INFLUENCER.
FROM YOUR -- YOUR -- ALL THE WAY
UP TO YOUR ACADEMY AWARD
WINNERS.
SO THERE ARE THESE -- FROM
BLOGGERS, INFLUENCERS, CONTENT
SPECIALISTS.
PHOTOGRAPHER, VIDEOGRAPHER, AS
LORI KNOWS, CHEFS AND CULINARY
ESPECIALLY.
>> WE WORK WITH PRETTY MUCH
EVERYONE.
WE HAVE ACCESS TO JUST ABOUT
EVERYONE HUNDRED%.
IT IS A MATTER OF WHO FITS OVER
THE RIGHT DEMOGRAPHIC FOR THE
RIGHT OPPORTUNITY AND WITH THE
CAMPAIGNS THAT THEY ARE TRYING
TO PRODUCED AND IMPLEMENT.
>> LORI, AS MATT MENTIONED THAT
YOU WORKED WITH A LOT OF CHEFS
ON COOKIT MEDIA.
MORE THAN 50 MILLION PEOPLE
WORLDWIDE CLASSIFY THEMSELVES AS
CREATORS INFANT OF THE BEST
MAJORITY OF THEM CONSIDER
THEMSELVES AMATEURS.
WHAT DOES IT TAKE TO BE A
PROFESSIONAL?
AND HOW MUCH MONEY CAN SOME OF
MAKE DOING THIS?
>> THAT IS A GOOD QUESTION.
THE INFLUENCER IS A PERSON WHO
ESPECIALLY ON THE BUSINESS SIDE,
CHIEF INDIVIDUAL.
DEFINITELY SOME GREAT GUYS OUT
THERE.
DECIDED.
AND SHE IS A CONTENT CREATOR.
SHE CREATES CONTENT FOR HER
AUDIENCE AND WHEN HER AUDIENCE
ALLIES WITH A BRAND TARGET
CONSUMER, THAT IS AN OPPORTUNITY
FOR A PARTNERSHIP AND REALLY
WHAT WE DO IS WE FIND THAT PASS
THROUGH THIS KIND OF MAZE OF
INFLUENCER MARKETING AND ALL THE
WAYS THAT THEY CAN BENEFIT FROM
A PARTNERSHIP.
I'M NOT SURE IF THAT COMPLETELY
ANSWERS YOUR QUESTION.
BUT IT IS LIKE MATT SAID.
TO OVER A MILLION FOLLOWERS AND
WHAT THEY CAN EARN IN THE
PROCESS COMES ALONG WITH THAT.
>> Paris: MATT KIRSCH AND ARE
-- MATT KIRSCHNER, OR THE SOCIAL
MEDIA INFLUENCERS THE NEW
CELEBRITIES AND ATHLETES?
ARE THE AS LUCRATIVE OR IN
DEMAND?
>> ABSOLUTELY.
THEY HAVE IN THAT WAY FOR THE
WILDLIGHT I THINK THESE NEW
CELEBRITIES AND INFLUENCERS ARE
BIGGER THAN SOME OF YOUR
TRADITIONAL CELEBRITIES AND
ACTORS.
THESE PEOPLE HAVE DEVELOPED A
CULT FOLLOWING.
MILLIONS UPON MILLIONS OF
ENGAGED FOLLOWERS, PEOPLE WHO
WANT TO SEE THEM ON A DAILY
BASIS.
THEY HAVE -- BUT YOU LOOK AT --
LOOK AT HE'S ALL THAT AND THAT
REMAKE, SHE IS ALL THAT.
SO SOME OF HER PHOBIC AND HER
ABILITY TO ENGAGE PEOPLE GAVE
DISTANT IS THE CONFIDENCE TO
GREENLIGHT AN ENTIRE FILM JUST
BASED AROUND THAT.
YOU ARE SEEING A WHOLE DIFFERENT
WORLD IN MARKETING AND A WHOLE
DIFFERENT WORLD OF UNDERSTANDING
WHO CAN HIT A DIFFERENT
DEMOGRAPHIC.
>> Paris: LORI YOU ED
REPRESENT A LOT OF THESE
INFLUENCERS.
YOU CAN HAVE A PROBLEM HERE WITH
MISINFORMATION FOLKS THAT
PROPAGATE THE QAnon CONSPIRACY
THEORY.
SO LAURIE HOW DO YOU ENSURE THAT
FOLKS BECOME FAMOUS CAN GET A
LOT OF FOLLOWERS BUT ARE NOT
JUST SPEWING A BUNCH OF NONSENSE
AND ARE LEGIT?
>> THAT IS A REALLY EXCELLENT
QUESTION.
WE SPENT A LOT OF TIME DURING
THAT.
WE HAVE A COUPLE OF DIFFERENT
NETWORKS THAT WE WORK WITH.
WE ARE CONSTANTLY IN THE PROCESS
OF VETTING INDIVIDUALS, MAKING
SURE THAT THEY ARE UP, THEY
THINK ARE, THAT THEY REALLY ARE
IN THIS FOR THE AUTHENTICITY OF
WHAT THEY DO.
THERE'S A LOT OF INFORMATION
PICTURES A LOT TECHNOLOGY.
IT IS ONE OF THOSE THINGS WE
START WATCHING OUT FOR.
IS YOU ARE A BRAND, -- OVER
HERE.
AND YOU NEED TO GETS VERY
CONFIDENT ABOUT YOUR RESULTS AND
ABOUT ALL OF THOSE THINGS THAT
PEOPLE HAVE BEEN GREAT ABOUT.
WE WORK HARD TO ENSURE THAT THAT
DOES NOT HAPPEN.
>> Paris: MATT KIRSCH IS THERE
A SPECIAL SAUCE HERE FOR A
SPECIAL CREATOR?
SOME SPECIAL THING THAT THEY
GARNER A MILLION FOLLOWERS.
>> I WISH I COULD GIVEN TO YOU.
THERE'S NO ONE-SIZE-FITS-ALL.
THE SECRET IS BEING IN THE RIGHT
PLACE, THE RIGHT TIME.
PEOPLE ARE STUDYING THE
ALGORITHMS OF EVERY SINGLE
PRO-TRUMP LOOKING AT CONTENT
THAT IS
MAKING A GET INTO VIEWERSHIP AND
ARE BECOMING EXPERTS TO MEASURE
THE ALGORITHMS AND SEEING WHAT
CAN POP UP AT ANY DIFFERENT
TIME.
>> Brandis: INTERESTING