It can be risky building a content brand with a staff of creators–not because people won’t connect with those creators, but because they’ll connect with them a lot. We saw it happen with BuzzFeed especially: It built its video business on the backs of creators like the Try Guys and the trio that later became Watcher Entertainment. When those creators exited to start their own media brands (and, crucially, to have more control over what content they made and the revenue they earned from it…), fan viewership went with them, and BuzzFeed hasn’t done so hot since.
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