Creators want a stake, not just a fee

September 24, 2026 The creator economy is moving into a new phase: creators getting into companies at the ground floor through sweat equity or angel investing. “Creators are looking for ways to diversify how they’re getting paid,” said Emily Ward, co-founder of JERi and Love X Money Ventures, an early-stage venture capital and angel investment fund. TOP STORY The Creator Economy From brand deals to equity deals: creators want a stake, not just a fee The creator economy is moving into a new phase: creators getting into companies at the ground floor through sweat equity or angel investing. OTHER THINGS TO KNOW Tomorrow is your last chance to save on entries for the Digiday Media Awards. Showcase the innovative companies, campaigns and teams modernizing digital media, and join past honorees including The New York Times, People Inc. and PopSugar. Gain recognition for the work moving the industry forward. Register for this webinar on Oct. 14 at 10 a.m. ET for insights into how marketers are compressing the CTV-to-conversion journey and driving measurable performance. Partner insights from Affinity Global. The CMO was once a partner to the CEO, focused on customers, margins and growth. That connection eroded as marketing lost sight of business metrics. Now, marketing must rebuild credibility to match its responsibility. Partner insights from Zeta Global. Advertisement MARKETING The Programmatic Marketer 58% of ad execs expect agentic buying to hit scale within a year, according to IAB Europe research Agentic buying is 2026’s year of the mobile. Modern Retail Why Sephora released a beauty set exclusively on TikTok Shop TikTok Shop’s combination of eyeball-sucking entertainment and frictionless shopping have made it a legitimate competitor to beauty giants like the LVMH-owned Sephora. PARTNER INSIGHTS FROM ARC XP Publishers partner with creators as news consumers gravitate to social media Twenty-six percent of publishers are increasing their creator partnerships, according to a new Digiday and Arc XP survey. Creator relationships help publishers reach new audiences with organically placed content, unlocking new monetization opportunities. Evolving Agencies Talent firm 24 Seven consolidates the new business efforts of its three concentric agencies SktechDeck, Markacy and Futureman are now being pitched by 24 Seven’s new business team as any combination of the three shops that a client might want to tap PARTNER INSIGHTS FROM RAPTIVE Virtual event: The most challenging era in media demands a more focused operating model Register for this webinar on Oct. 6 at 1 p.m. ET for insights into how publishers are strengthening performance and building for what’s next – and what comes after that. Advertisement DIGIDAY+ Member exclusive Media Briefing: Publishers question whether personalization actually pays off Publishers are personalizing newsletters to get more value from readers, but questions remain over whether it’s a meaningful differentiator. PARTNER INSIGHTS FROM GXO DIRECT What it takes for brands to capture viral demand From Digiday’s sister brand Glossy: Growth has a way of showing up before brands are ready for it, but that doesn’t mean brands can’t prepare their order fulfillment models to respond quickly to a viral rush. ICYMI The Creator Economy Some micro influencers find promising security in brand ownership over sponsorships Brand partnerships are undergoing a structuring overhaul. Here’s why some influencers are trading short-term cash for equity stakes. The Creator Economy Why a Gen Alpha–focused skin-care brand is giving equity to teen creators Brands are looking for new ways to build relationships that last, and go deeper than a hashtag-sponsored post. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy