This text discusses the changing landscape of media companies and how they should adapt to the new era. It emphasizes the importance of talent in the media industry and suggests that media companies should adopt business models similar to record labels. The text highlights the shift from brand-driven products to individual creators and the potential for platforms that enable creator independence to disrupt traditional media. It also proposes that media companies should focus on talent management and leverage their brand reputation to build a new generation of media properties. The text concludes by mentioning examples of media companies that are already embracing these changes and building both brand and individual reputation.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Media companies should resemble record labels | Shift from brand-driven to talent-driven business models | Media companies will prioritize talent management and reputation | The need to maintain and support talent, and to diversify business models |
| Monetizing the individual as the next media business model | Shift from platform-centric to individual-centric revenue models | Media companies will enable creators to go solo and benefit financially | The desire for creators to control their own direction and ideas |
| Media companies becoming agencies and platforms for talent | Expansion of media companies’ roles as creative operators | Media companies will focus on managing and supporting talent | The need to extend ownership and responsibilities to include talent management |
| Media companies building brand reputation and individual reputation in parallel | Shift in consumer value from brand to creator | Media companies will prioritize audience development and reputation-building for creators | The importance of brand reputation and operations in sustaining and growing creators’ businesses |