Brands Shifting From Flat Fees to Equity Deals With Top-Tier Creators
A growing number of brands are moving away from per-video flat fees toward equity stakes and revenue-share arrangements with top-tier creators. The shift reflects brand frustration with one-off content that does not build long-term affinity and creator demand for upside beyond a fixed rate. Brands are increasingly treating creators as co-founders rather than vendors.
Why it matters
Equity deals can generate far more long-term value for clients than flat fees, but they require careful deal structure: vesting schedules, dilution protection, and exit provisions. A creator who sells equity at a low valuation on a brand that later exits at 10x got shortchanged. Agents who can negotiate creator equity terms correctly will separate from the field in 2026.
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