Vidcon 2022
Photo by Kristin Snyder

At VidCon, Investors Are Still ‘Betting Big’ on the Creator Economy

The creator economy is the bedrock of this week’s VidCon convention, which is drawing creators, companies, investors and fans alike to Anaheim to discuss the rapidly growing realm of digital content and entertainment.

To discuss how investors, in particular, are viewing the booming creator landscape, Thursday’s “Betting Big on the Creator Economy” panel featured the likes of MaC Venture Capital partner Zhenni Liu, Investcorp managing director Anand Radhakrishnan, Team8 Fintech managing partner Yuval Tal and Paladin co-founder and CEO James Creech.


Liu said that her Los Angeles-based VC firm is paying closer attention to the influence that creators are having on how consumers spend their time and money. She cited the recent “healthy Coke” viral trend, in which people mix balsamic vinegar and seltzer water as a soda alternative, as an example—citing how the number of people who have viewed the original TikTok video that set off the craze surpasses the Coca-Cola TikTok account’s number of followers.

This growing influence stems from the surging number of creators, Radhakrishnan said. With the pandemic forcing many to reconsider their career paths, he said people now view content creation as a legitimate professional route—quipping that these days, more children want to be YouTube stars than astronauts.

“As an older person, I thought this was the downfall of Western civilization,” the Investcorp managing director said. “At the end of the day, I think it reflects that this is real—and as an investor, we’re looking at ways to invest in the next great economies.”

Creech said that the growing creator sector rests on three main pillars: content creation, audience growth and monetization. The constant evolution of creator platforms does present a challenge for investors, however, with Liu noting that more creators are looking to Web3 as an alternative to traditional outlets often offering a smaller slice of revenues.

“As a result, we’re seeing creators who can’t figure out how to build their audience, monetize and distribute,” Liu said. “With Web3, this opens up a new opportunity. There's a lot of chaos, but chaos provides the opportunity for creators to rise up.”

Additionally, the shift toward short-form content means that more investment dollars will be redirected away from longer-form shows and films, Tal observed. And even with an increasingly likely recession on the horizon—one that already appears to be hitting the creator economy, as well as the wider tech, startup and venture capital sectors—Tal and the other panelists remained optimistic about the creator economy’s prospects moving forward.

“It is almost winter-agnostic,” Tal said. “The shift [toward the creator economy] is so massive that no [economic] winter can slow it down.”

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Proptech Startup Snappt Raises $100 Million To Help Landlords Flag Fraudulent Rental Applications
Photo by Isaac Quesada on Unsplash

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Snappt, a West Hollywood-based proptech startup that helps landlords detect fraudulent rental application documents, has landed a $100 million Series A funding round led by venture capital giant Insight Partners, it announced Tuesday.

The startup is the part of an expanding real estate tech sector that raised a record $9.5 billion in funding last year to produce products ranging from retail analytics to energy efficiency technology to tenant management platforms.

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Keerthi Vedantam

Keerthi Vedantam is a bioscience reporter at dot.LA. She cut her teeth covering everything from cloud computing to 5G in San Francisco and Seattle. Before she covered tech, Keerthi reported on tribal lands and congressional policy in Washington, D.C. Connect with her on Twitter, Clubhouse (@keerthivedantam) or Signal at 408-470-0776.

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Riot Games
Image courtesy of Riot Games

More than four years after stepping down as co-CEO, Riot Games co-founder Marc Merrill has been named the L.A. video game developer’s president of games—putting him in charge of franchises including the studio’s blockbuster “League of Legends” title.

After Riot CEO Nicolo Laurent broke the news on Twitter Thursday, Merrill responded that he “can’t wait to jump in… on super secret projects,” tagging several Riot executives and developers. Since he and Riot co-founder Brandon Beck relinquished their co-CEO roles at the end of 2017, the pair have served as co-chairmen of the company.

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Samson Amore

Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.

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