The creator economy is becoming a bigger source of work beyond the people making the content, with management, marketing, commerce, touring and other roles growing around individual creators and their businesses.
Live Nation is moving further into the creator economy with its launch of Creator Nation — a new company that will work across creator management, brand partnerships, commerce and live experiences, according to Forbes.
The company was co-founded by Scott and Alexis Fisher and will acquire creator management firms and related businesses. Live Nation said hiring is already underway for roles spanning creator strategy, commerce, touring, data, operations and marketing.
Creator Work Is Expanding Beyond Social Media
The move comes as creators increasingly operate businesses that extend well beyond producing online content. Creator careers can now include brand deals, consumer products, touring, live events and other commercial work.
That expansion is creating demand for more workers around individual creators and creator-led businesses, including people working in management, marketing, data, commerce and live production.
Forbes’ 2026 Top Creators list found that its 50 featured creators collectively generated $1.02 billion, up from $853 million the previous year. The figure was also 80% higher than the $570 million combined earnings reported when the list launched in 2022.
Live Nation Is Building Around Those New Roles
Creator Nation plans to acquire and scale creator management companies rather than operate solely as a traditional talent-management business. Its first acquisitions are expected in the coming months.
Scott Fisher previously founded Select Management Group, which represented more than 500 creators with a combined audience of more than 1 billion. Alexis Fisher founded Timeline Management, which works across creator and music management, branding and touring.
Timeline has been backed by Live Nation since 2024 and will continue to operate separately from Creator Nation.
The Creator Economy Is Creating More Jobs Around Creators
The development points to a creator economy that increasingly requires the same kinds of business functions found in traditional entertainment companies. Creators may remain the public-facing talent, but growing creator businesses can require people handling partnerships, audience strategy, products, touring, data and operations.
For workers, that means creator economy careers are extending beyond becoming a creator themselves. Companies built around creators are creating another layer of jobs for people whose work supports, manages and commercializes those audiences.
