Creators Don’t Just Want Brand Deals Anymore. They Want Equity

Equity can give creators a stake in the value they help build, but only when both sides are clear about the work, expectations, and risk involved.

EXPERT OPINION BY MICHAEL KAYE, COMMUNICATIONS LEADER

Illustration: Inc; Photo: Adobe Stock

For years, the relationship between brands and creators was pretty simple. A company wanted access to a creator’s audience, so it paid for a post, video, campaign, or........

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