Creator’s Current Final Boss: In Real Life Events
Megan Lightcap
Context:
This topic has been sitting in my drafts for over two years, waiting for the right moment. The original kernel was that chart of e-commerce as a % of total retail — remember the pandemic spike, and then the snap back to trendline by mid-2022? My early thinking was too narrow, focused just on the retail side of creator opportunity.
But zooming out, the “offline” opportunity for creators is so much broader. It’s not just about in-store retail, but all personal consumption (PCE, for my fellow econ nerds). There’s a ton of consumer spend up for grabs far beyond the checkout aisle.
Market Signal:
The last year has made it crystal clear: creators are moving the needle in in-person entertainment and events. In 2024, Americans spent roughly $240bn on in-person entertainment and events (excluding sports and movie tickets!). Axios reports ticket sales for creator-led events are up 500% YoY, fueled by podcast tours. We’re seeing everything from marquee conferences (All-In, Don’t Die) to pop-ups, IRL collabs, unofficial meetups, and even creator-run trade shows. The Savannah Bananas, anyone?
Takeaways:
The line between online and offline fandom is blurring — and the spend is following.
Live events are now a real, meaningful revenue line for creators (and a way to stress-test fan engagement).
The desire for IRL connection is real — maybe even more valuable than digital community.
The “creator economy” is really just the consumer economy, and creators are only beginning to scratch the surface of what’s possible offline.
If anything, the question isn’t “will this slow down?” but “which vertical will creators disrupt next?” Education, healthcare, services… nothing’s off the table.
Ask:
If you’re an agent, manager, operator, or platform exec: send your most entrepreneurial creators to our Creator CEO Summit on September 18th in Venice, CA. If you know someone who’s ready to go beyond brand deals and CPMs, send them the invite.
And if you’re reading this, would love your thoughts: where should creators go next?