C21Media has announced that Create Americas will run as a strand within Content Americas, scheduled to take place from January 21-23, 2025. Create Americas will offer insight into the rapidly growing creator economy and explore how the traditional TV industry can engage more directly with audiences and foster innovative partnerships.
In announcing the event, C21 founder David Jenkinson emphasized the disruption caused by the creator economy, stating: “The creator economy is challenging the traditional content business model, going direct to audience, with many of those audiences bigger than most TV programs can hope to achieve," commented.
Jenkinson also highlighted the role of technology in this shift, noting: “Supercharged by AI, and supported by migrating commissioner brands, the creator economy will lead to a new age of storytelling that redefines the future of content over the next few years. There will be no going back", stated.
Looking ahead, Jenkinson expressed optimism about bridging the gap between traditional and emerging sectors: “There is a tremendous opportunity to connect the legacy business with this emerging sector to the benefit of all. Content Americas, with Create Americas inside, brings these two communities together to facilitate new partnerships and opportunity in this New Content Economy;" expressed. He added that C21’s digital platforms and live events will act as meeting points throughout the year for creators, distributors, platforms, and brands alike.