Brands build entertainment studios while creators ask for more control
eMarketer reports that brands are building entertainment studios while creators are asking for more creative control. The model moves brand work closer to original programming and farther from a standard paid post. That can unlock bigger budgets, but it can also blur who owns the format, who approves edits, and who controls distribution. Creators are pushing back because a brand studio can use their voice, audience data, and creative system for more than one campaign. The studio trend gives brands more output, but it raises the stakes on IP and approval language.
THE BREAKDOWN
Agents should treat brand studio work as production plus talent services, not as sponsored content only. Contracts need format ownership, sequel rights, edit approval, reuse windows, whitelisting terms, and data access written into the first draft. Brand managers should give creators real control if they want the work to feel native to the audience. Reps should charge extra when the brand wants to learn from the creator's content system or turn the idea into a repeatable series. The biggest fight will be over who owns the show after the first campaign performs.
Get the full briefing weekly
Read by talent managers, agents, and brand partnership professionals every Friday.