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10 Days Packed Into 10 Key Takeaways From the Most Influential Creator Economy Conferences of the Year

Cassandra Bankson, Contributor

Consider this your creatorpalooza recap if you couldn’t shapeshift to attend Vivatech, Cannes Lions, Bild Expo, Vidcon, and the Bridge Summit all at the same time.

Over 100,000 top brands and executives flocked to conferences, all happening within the same 10 day period across the globe. Unlike years prior, this June, Creators were at the core of the conversations. Bay Area Creators attended, spoke, and created; here are the takeaways you won’t find anywhere else.

1) Vivatech: Evolution

For good or bad, ai is here to stay. If you don’t adapt, you’ll be the 2025 version of Myspace Tom. Jim Louderback moderated a session on the business of influence at VivaTech’s CMO Summit with Brendan Gahan, Neil Waller, and Bay Area Based creator Marina Mogilko, where panelists concluded: ai is changing the world so rapidly that if you don’t embrace utilizing it as a tool, it could end up cannibalizing (er-robotizing?) your work completely. This also means that for creators like Marina, genuine connection to community is more valuable than ever, especially as ai influencers and avatars become easier and more cost-effective to create. 

2) Vivatech: Old or new media still need us

Is creativity intrinsically human? For creators like Marina, these changes in ai and agentic ai mean that genuine connection to community is more valuable than ever, especially as ai influencers and avatars become easier and more cost-effective to create. Even Hollywood’s leading voices such as Michael Kassan and Jeffrey Katzenberg shared striking insights on how traditional media is changing, but even the most up-to-date ai agents and tools still can’t replace the human touch. Monica Khan wrote about how this opens up a blue-ocean opportunity to create a new medium that isn’t traditional or new media, but something entirely different. 

Whoever cracks the code on that, give us the exclusive, please.

3) Cannes Lions Creators

Cannes Lions has taken a massive shift toward creators. The “Oscars of advertising,” or so it’s often called, brought industry executives from around the globe to not only the festival, but to the branded yachts hosting exclusive events nearby. Although creators have been mentioned in years prior, this year seemed to be laser-focused on the creator economy. From Youtube celebrating its 20th birthday to Forbes celebrating with their Top Creators list, executives and advertisers felt the message loud and clear: the creator economy isn’t just a shadow anymore, it’s the main event.  

4) Cannes Lions: A French Riviera and a Blue Ocean Opportunity 

Media needs a new way to be measured. One of the optics that kept flowing across the riviera-adjacent stages, panel after panel, was how brands and advertisers measure success. Many are using what they know, terms and tools from traditional media, and applying them to the creator economy, but this can only get you so far. When creators thrive off of community, how do you measure audience sentiment? How do you project revenue from a nano vs micro vs macro creator? Some brands, such as Dove with their #ShareTheFirst campaign (run by Siftsy), focused on tracking not only clicks or sales, but emotion.   

5) Bild Expo :The Gab

You can always find a photographer in New York City, either capturing the architecture, the skyline, or a tourist photo in Times Square. But this June, the city was swarmed by not only photographers, but cinematographers, producers, and media executives for the Bild Expo by B&H Photo at the Javits Center. While only 20k attendees were expected, the turnout was triple that. Panels were waitlisted and standing only, as speakers such as world-renowned photographer Cristina Mittermeier, Youtube Executive Tom Kim and Legacy Creator Cassandra Bankson shared key shifts impacting the industry:

• Commerce is becoming a part of content, from brand deals to creator-led stores, to one-off affiliate links for a camera bag.

• Tools are evolving to support creators, artists and influencers in revolutionary ways. From new lenses with image stabilization, to ai-enhanced editing software that allows you to salvage shots, companies are now creating what artists need to work smarter, not harder. 

• Everyone is now a creator. Your reach can vary, but you’re either creating for your private group of friends and family, or for viewers across the world. 

6) Bild Expo: The Gear

The creator economy may run in digital spaces, but you still need hardware (such as cameras, mics and computers) to capture and curate the moment or the message. This was more evident than ever on the Bild Expo floor. Legacy brands such as Canon, Adobe, and Sony had impressive booths – some with live models for photographers to grab shots of – as well as immersive photo walks around the city to help attendees use and utilize their gear. Creators and artists that not only have the gear, but take the time to learn to use it to capture the shot they are looking for, are the ones who are ahead of the game. 

7) Vidcon Is Back

This year, Vidcon returned to Anaheim under ownership from Informa, with new creators and insights. Attendees that Cassandra, France, Jim and Rachel spoke to shared the sentiment that Vidcon felt more fan-focused than years prior. Meet and Greets were thriving, and although overall attendance was down, there was still a strong buzz of excitement, exploration, and microphones with that good-old interference noise. Some noted crowds seemed notably thinner, perhaps due to the other events happening during the same time frame, or perhaps because of Vidcon’s new ownership and new approach to marketing and featured creators this year. On the other hand, satellite  and invite-only events, such as the Youtube Creator Collective Pride Brunch hosted by Bay Area Creator Nieka Richard was packed. Attendees ate, celebrated and content-created with a feeling of comradery, community and closeness - both metaphorically and physically. 

8) Vidcon: The old and the new

You could feel it while riding up and down the escalators at the Anaheim Convention Center: creator archetypes are changing. In years prior, the floors would be dominated by the large media platforms and their creators, from YouTubers to Snapchat Stars and Twitch streamers. This year, emerging markets and emerging craters took center stage, as well as the lanyards. Streaming app Favorited adorned every attendee’s neck thanks to their badge sponsorship, although some had never created content or battled on the Tik-Tok Live competitor’s platform. Creator analytics, link and monetization platform Viewws hosted major events such as the Creator Pickleball Championships days before Jesser and Cam Wilder had a basketball showdown with Youtube. Watching these new players in the space set up booths and events alongside legacy digital media companies like Meta (who gave free Meta Ray-Ban AI Glasses to top creators) was strange but invigorating. A conversation with Bay-Area creators who attended (Cassandra Bankson, Michael Braccio, and Jina Choi) saw the nod to entrepreneurship and opportunity in the space and a testament to the fact that the creator economy is still rapidly evolving. 

9) Bridge Summit: Money Talks 

The annual Bridge Summit by Next Legacy Ventures brought top founders, philanthropists, venture capitalists, athletes, and even the new San Francisco Mayor, Daniel Lurie together to discuss how the Bay Area is shaping the future. Fireside chats by Y-Combinator’s Garry Tan had sentimental stories about how he, as second-generation Vietnamese American proudly chooses to call San Fran home, to how Ryan Murphy, 9x Olympic Medalist in Swimming is raising his family, and capital, in the East Bay. YC’s most recent Demo Day brought over half a billion dollars of funding to the Bay Area, and fosters a regular influx of the world’s top talent moving to the bay since the YC program is only accessible in-person. Mayor Daniel Lurie spoke about his passion for the city and creating changes that work to fortify and restore the safety and vitality of SF. Jacob Peters, founder of Bay Area-based startup Superpower Health discussed cutting edge technology in wellness and how Bay-Area research can impact humanity on a global scale. The sentiment was clear: SF is the epicenter for those who care about funding, philanthropy, and ingenuity. 

10) Bridge Summit: The Next Legacy for Creators and Athletes

Being a creator is different than being an influencer. Anyone can create, but not everyone can influence. Athletes are often labeled as one or the other, although the companies of the future are betting on the fact that they are both. The Bridge Summit was filled with Olympians, NFL players, and NBA stars, some of which have become founders, some LPs at venture capital firms, and others who are looking for the right places to place their capital for the next legacy of their families and communities. The startup founders, private equity and venture capitalists in the room seemed to all be interested in not only the agility, but the impact and influence these athletes had. Conversations around how to use capital for change could be overheard in every corner, and watching the athletes and investors discuss ideas on how the right influence and the financing could bring these ideas into fruition was beyond inspiring. Athletes are experts in strategy: following their game plan and making last-minute, split second decisions to score a point. Venture capitalists are also strategic experts: Next Legacy Partners rigorously vets hundreds of applications and pitches every year and historically only invests in less than a handful, based on tedious strategy used to help them identify and invest in the next unicorn company. Taking these two skillsets and aligning them to drive change in community, capital and commerce is a winning recipe for success; but anyone you ask will tell you that everyone has a million dollar idea. The real question is who has a million dollar team.  

COMMUNITY SPOTLIGHT

Rob Gabel, Chief Strategy Officer at Spotter, on Powering the Creator Economy’s Next Chapter

France Tantiado, Contributor

Q:  For those new to Spotter, what does your platform do?

Being a creator is rewarding but hard. You’re juggling content, algorithms, and a full business. Spotter helps with capital, ad sales, and tools so creators can grow without giving up ownership or control.

Q:  What sparked Spotter’s focus on funding creators?

In 2020–21, creators had big visions but couldn’t get financing. Banks and VCs weren’t interested. Our founder, Aaron DeBevoise, built a data-backed model to fund creators based on future AdSense revenue.

Q:  How has that changed the creator narrative?

We offer upfront funding in exchange for licensing existing YouTube content. Creators like MrBeast, Dude Perfect, and Rebecca Zamolo have used Spotter funds to scale teams, studios, and businesses while staying independent.

Q:  How did Spotter Studio come to life?

At our 2023 Summit, creators asked, “Can you use your data and AI to help us come up with better ideas?” We said yes. Now, Spotter Studio helps creators brainstorm smarter and faster with AI-powered insights.

Q:  Favorite feature in Studio?

The back-and-forth ideation. It’s improv-style - you and the tool riff on ideas until you land on something unexpected and backed by data. “You can’t spell improve without improv.”

Q:  How can Bay Area creators tap into Spotter?

Start by exploring Spotter Studio.  Creators can try it with a free trial to see how it sparks data-driven content ideas, refines strategy, and supports creative flow. If you're a long-form YouTuber earning over $100K/year in AdSense, reach out and we may be able to help fund your next stage of growth.

Q:  What do you look for in creators?

For funding: brand-safe creators consistently publishing, making $100K+/year in AdSense. For Studio: best results come with 50+ long-form YouTube videos.

Q:  How does Spotter blend creativity with data?

We keep data behind the scenes. Creators can use it when they want, but the goal is to fuel, not stifle creativity. Studio helps creators stay in flow, not stuck in spreadsheets.

Q:  You founded Tubular Labs and helped define the video analytics space. What lessons did you bring into your role now as Chief Strategy Officer at Spotter?

First, the creator economy is massive. Too many trends, too much content for any one person to track. So you need systems that help creators make informed, creative decisions with just the right amount of data.

Second, there’s no such thing as a “typical” creator. The distribution is exponential from hobbyists to top earners. To succeed, you need to know exactly who you're building for and tailor tools to their unique needs.

Q:  What might people not expect about you?

Yoga’s become a go-to. And I walk a lot. It clears my head and sparks ideas. I listen to long audiobooks while walking and often get product ideas from unexpected places.

Q:  Advice for creators feeling isolated?

Loneliness increases with success. You may have peers, but few who are also close friends. In-person meetups like Bay Area Creator Economy events are great places to connect with people who truly understand the journey.

Q:  Why is the Bay Area exciting for creators right now?

It’s ground zero for AI and creators will push it further than anyone else.

Q:  Dream collab?

We’d love to partner with OpenAI, Anthropic, or Google. Merging Spotter’s creator expertise with their AI power especially YouTube and Gemini would be next-level.Q:  Who’s been a surprising mentor or influence in your journey?

Parenting. My kids are now 20 and 22. I’ve learned more about leadership, patience, and problem-solving from raising them than from any boardroom.

Q:  Rapid Fire!

• Mountain hike or beach bonfire?  Mountain hike.

• AI tool or long-form video?  Long-form video.

• Coffee at dawn or wine at dusk?  Mimosa for brunch!

Q:  Final word: What should creators remember about Spotter?

We care. While we’ve started with top YouTubers, we’re expanding and always listening. Our goal is to help more creators grow, sustainably and creatively.

Would you like to sponsor this newsletter or one of our events?  Please email [email protected]

UPCOMING EVENTS

Inside the Bay Area

JULY

July 4th 
Celebrate the 4th of July with San Francisco’s iconic fireworks show at Pier 39, lighting up the Bay at 9:30 PM. (San Francisco)

July 5 - 6th 
The Fillmore Jazz Festival is the largest free jazz festival on the West Coast, celebrating music, culture, and cuisine in the heart of San Francisco’s historic Fillmore District. (San Francisco)

July 12-13
Obon Festival is a vibrant celebration of Japanese culture, honoring ancestors with traditional music, Bon Odori dancing, food, and family-friendly festivities (San Jose)

July 17
COMMUNITY PICK! BAY AREA CREATOR ECONOMY SUMMER KICK OFF EVENT …This is the summer event you don’t want to miss. Join the Bay Area’s top creators, founders, and digital leaders for an unforgettable evening of connection, inspiration, and celebration. Expect great vibes, unexpected moments, and conversations that matter. Come meet your next collaborator, brand partner or just make some new friends. (San Carlos).
🎉 RSVP NOW  -  Space Is Limited! 

July 18-20 
Open Sauce is an annual convention that brings together creators, engineers, and tech enthusiasts to showcase innovation in STEM and beyond. (San Mateo)

July 23 
Catch Cat Ce Live! Get ready to laugh (and maybe cry a little). Viral Chinese-American comedian, actress, and podcaster Cat Ce brings her signature mix of sharp humor and heartfelt storytelling to Cobb’s Comedy Club (San Francisco). 

July 26-27 
San Francisco Marathon returns offering scenic routes across the Golden Gate Bridge and through the city's iconic neighborhoods. (San Francisco)

Beyond the Bay Area

JULY

July 3-6
Anime Expo - North America’s biggest anime convention; cosplay, fan meetups, panels, and all things pop culture. (Los Angeles)

July 3-6 
The ESSENCE Festival of Culture celebrates Black excellence with iconic performances, powerful conversations, and community connection. (New Orleans)

July 4-19
Montreux Jazz Festival  One of Europe’s most legendary music events. (Switzerland)

July 24–27
San Diego Comic-Con  One of the most iconic pop culture conventions in the world. Creators: bring your best cosplay and camera. (San Diego, CA)

July 25-27
Fuji Rock Festival - Japan’s largest music festival in a mountain setting an amazing backdrop for travel and music. (Japan)

Have an event you’d like us to include here? If so, please send the event URL to [email protected].

COMMUNITY NEWS

AXIOS Leans In To Bay Area Creators

The San Francisco version of the popular news site launches a new feature focusing on Bay Area Creators.  The first one focuses on Adria Barich and her dog Oatmeal.  Great to see Axios leaning into what we already know - there’s a strong and thriving creator community right here!  (Axios SF)

Tech And The City

Two recent bay area transplants, college grads and twins Jenny and Crissy, discover how difficult it is to actually find dates in SF.  Rather than weep and moan, they created an AI video on Instagram parodying many of the male archetypes strutting about town - set to the music of Sex And The City. (The Standard.

Why SF, Oakland and LA Remain the Epicenter for Creator Startups

Interesting look at why most GenZ led creator startups naturally gravitate to California.  Yes, the density of venture firms in LA and the bay area are part of it, but it’s also because we’ve got an abundance of meaning, community and visibility.  The workforce “gets it”, and the state’s university system continues to graduate top young professionals, many already creating content and building companies. (Under 30 CEO)

Linqia Teams Up with The Female Quotient to HIghlight Women Reinventing Influencer Marketing

Local influencer marketing company Linqia released a new report focusing on 35 top women who are reshaping the influencer marketing industry. The report was unveiled at a Cannes Lion ceremony two weeks ago.  Local honorees include Kristine Segrist, Global Head of Consumer Marketing at Canva and Stacy Martinet, Chief Communications Officer and VP Marketing Strategy at Adobe. (The Future of Influencer Marketing)

Jobs

• Founder(s) In Residence @OpusClip (Palo Alto)

• Head of Creator Partnerships & Influencer Marketing @Superpower (San Francisco)

• Professional Redditor Contract @Ramp (San Francisco/Remote)

• Principal UX Designer @Twitch (San Francisco)

• Strategy Associate @YouTube (San Bruno)

• Video Storyteller @Substack (San Francisco)

  Have a job you’d like us to include here? Send the job posting URL to [email protected].

“HELLA BAY AREA” CREATOR PICK

Danielle Neubauer (@bydanzii)

Fabulous estate sale videos aren't just for people in LA; they’re happening all across the Bay. 

Thanks to Danielle Neubauer @bydanzii’s videos, you get a sneak peek into what's available, or if you're like some of us, indulge your inner voyeur with a look inside incredible homes that are well loved, decorated with character, and host to many special memories. 

Why We're Spotlighting Her

Danielle's professional journey is a quintessential Bay Area success story. Just two years ago, while awaiting her immigration work permit, she launched her own business, taking on any paid work she could find, from coding for startups to building HubSpot landing pages.

Then, a visit to an estate sale with a friend changed everything. She instantly connected with the owners, enjoying trying on clothes and admiring vintage china. The estate sale manager asked her what she does for work and her friend answered, "She's amazing at marketing," then on the spot they hired Danielle. 

She took charge of Golden Gate Estate Sale's Instagram page, growing it from zero to 10,000 followers organically, without a single ad. Today, they have over 22,000 followers.

After this, Danielle knew she could help other small businesses and now her client roster includes Off The Grid, a popular chili oil brand, Netflix's Kell Mi Li, real estate brokers, and interior designers.

Just last month, Danielle launched her  personal TikTok page, quickly gaining over 4,000 followers and an overwhelming number of views. This success led to:

• her personal Instagram account, previously stagnant at 6,000 followers, surged to 9,000+ 

• collab requests

• Creator income from TikTok and Instagram

While she never intended to be the face of her content, Danielle is heartened that people are resonating with her perspective and that she gets a chance to share more about the brands she works with.

How to Support

✔️ Follow @bydanzii for special Bay Area Things
✔️Learn how Danielle’s This Moment Marketing helps small businesses

Would you like to sponsor this newsletter or one of our events?  Please email [email protected]

If you are a Bay Area Creator and have a piece of content you’d like for us to share, email it to us at [email protected]

Finally, as we ramp up our own events, we’d love your help.  We’re looking for a few volunteers to help with our events, with editing, marketing and really anything else you think we might need.  Please fill out our short survey if you’ve got the time and inclination - we’d love to work something out!

Thank you for reading our newsletter! 

If you haven’t subscribed yet, make sure to do so here to stay in the loop!  

Are you interested in contributing to the community or sponsoring an event? 

Email us at [email protected]