#ShortTake: All Eyes on Creators. Cannes, VidCon, and Beyond

Cannes Recap: Creator Economy Steals the Spotlight

Cannes Lions is known as the ad world’s Oscars—but this year, creators were the headliners. Over 12,000 attendees (including influencers and athletes) showed up, and creator-led campaigns were woven into mainstage panels and award categories. The LIONS Creators Programme expanded, and major brands leaned in on creator-produced content and AI-powered storytelling that still hit with emotional authenticity. As Axios says, “dominant beach parties with Meta, Google, Amazon, and creator panels… show the power of creators in the attention economy.”

VidCon 2025: Creators with Strategy, Not Just Stickers

VidCon 2025 wasn’t just a reunion of fan faces—it was a strategic lab. The Industry Track featured masterclasses, data-driven panels, and real-world case studies. Hunter March called IP ownership “remarkably valuable,” while Avi Gandhi reported $300K+ in consulting gigs from just one VidCon. It’s now conference + launchpad + relationship-builder—packed with promise for creators and brands alike.

Further Adventures: The Studio That Lets Creators Stay Weird

Steven Beckman and Ben Stillman launched Further Adventures, a new creator-first studio built to amplify big ideas—without asking creators to become someone else. It’s a middle path between Hollywood polish and TikTok chaos, giving creators the infrastructure to scale IP, series, and storytelling at their own pace. This may be the future: creative freedom with strategic scaffolding.

Alix Earle & The New Creator Career Path

Forbes’ 2025 Top Creators included Alix Earle, who’s shifted from posting to product lines, brand deals, and equity stakes. Creator careers aren’t just about views—they’re about ecosystems. That’s the playbook: build content, launch product, own IP—and rinse, repeat.