Next in Media spoke with Scott Fisher, founder of Select Management Group and creator economy veteran, about whether top creators still want to seek out big streaming deals, given the success they can have on YouTube, and what happens next if TikTok Shop goes away.
Takeaways:
The Evolution of Digital Talent Management
🌟 Select Management Group grew from managing early YouTubers to 450+ top creators across multiple platforms, shaping the modern creator economy. #TalentManagement #InfluencerGrowth
YouTube’s Power Over Traditional Media
📺 Early influencers wanted TV deals, but YouTube became the dominant platform—offering monetization, creative control, and massive reach. #YouTubeDominance #CreatorControl
Why Talent Managers Are Still Essential
📞 Unlike agencies or tech platforms, managers offer career strategy, negotiate deals, and think 5-10 years ahead. They’re the ones handling midnight crisis calls! #TalentStrategy #InfluencerSuccess
The Creator Brand Boom & Bust
💄 Between 2021-2023, influencer-led brands exploded. Now, only strategic, retail-backed brands succeed. #RetailFirst #SocialCommerce
Reality TV x Influencers = The Next Big Thing
📡 The Secret Lives of Mormon Wives proved TikTok stars can thrive in reality TV, bringing authentic storytelling to mainstream entertainment. #RealityTV #TikTokStars
YouTube = The New Prime Time TV
📊 YouTube now outperforms Netflix in TV viewership. Creators are pivoting to longer content, high-quality production, and deep audience engagement. #YouTubeGrowth #LongFormContent
TikTok Shop is Changing Social Commerce
🛍️ TikTok nailed live shopping, influencer-led sales, and viral product trends—a model Instagram and YouTube are still chasing. #SocialSelling #EcommerceTrends
🎙 Guest: Scott Fisher
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative
