SPA Masterclass: The Creator Economy

The rise of the creator economy has transformed how stories are made, distributed, and monetised. With new platforms, formats, and funding models emerging across vertical video, short-form content, and creator-led production, producers are increasingly exploring ways to participate in this growing market.

This SPA Masterclass will help producers understand what the creator economy is, how it operates, and where opportunities lie for collaboration and revenue generation. Through a mix of expert presentations and case studies, participants will gain both foundational knowledge and practical insight into how to engage with this rapidly evolving sector.

Part of SPA’s ongoing professional development program, this session equips producers with the tools to navigate new markets, build creative partnerships, and explore alternative financing and audience models.

EXPECTED OUTCOMES
Participants will leave with:
•    A clear understanding of what the creator economy is and how it functions
•    Awareness of emerging business and creative opportunities for producers
•    Practical insights into revenue diversification, vertical content production, and community engagement
•    Knowledge to identify and evaluate creator-led collaboration and financing models

Key Topics to be covered include:

Part 1 - What is the Creator Economy?

An introductory presentation providing a clear overview of the creator economy and its intersections with the screen production sector. The focus will be on defining the creator economy, understanding its scale and key players, and identifying where traditional producers can engage.

• How creator-led ecosystems operate (platforms, networks, and audience models)
• The evolution of creator content and production value
• Where producers fit: collaboration models, creative partnerships, and IP development pathways

Part 2 - Revenue Streams and Monetisation

A practical look at how creator-led studios like HYDW build sustainable businesses through diversified revenue streams, hybrid production models, and direct audience relationships. This session explores how traditional producers can adopt creator-economy thinking to unlock new creative and commercial pathways. 

• Building Ecosystems, Not Just IP: Approaching projects holistically, viewing each idea as part of a broader brand ecosystem rather than a single medium to maximise both creative reach and commercial return.  
• Bridging Legacy and Digital: How to translate creator-led success into traditional production frameworks, and why producers must think platform-agnostic to keep up with shrinking commissions and audience fragmentation. 
• Case Study – Aunty Donna: A model for platform-agnostic comedy built around ecosystem thinking. 

Part 3 – Vertical Dramas: A Case Study

A detailed look at how vertical dramas are redefining storytelling and audience engagement. This session explores creative and production strategies for short-form vertical content and showcases examples of successful projects and platforms.

• Production and storytelling for vertical video
• Working with global vertical drama platforms 
• Distribution and discoverability in platform ecosystems
• Lessons learned: development, financing, and release strategy

Part 4 – Community Building and Audience Engagement

This concluding session focuses on the importance of community and audience engagement in the creator economy and how you can tap into this model with existing projects. It outlines how producers can build and sustain engaged communities around projects and use these relationships to drive visibility and revenue.

• What that data is telling us and the vital role social media plays in discoverability
• The role of community in sustaining creator-led projects
• Engagement strategies and audience retention tools
• Translating community into commercial value: crowdfunding, loyalty, and pre-sales
• Practical tips for managing platforms, analytics, and content pipelines