a decade ago, we relied solely on mainstream media platforms like the radio, televisions, newspapers, magazines, CDs, and cassettes who zealously controlled the flow of information and entertainment, and often for…
However, this controlled flow of content would also be a limitation in itself with regulation and legal liability over content from the government. According to Douglas Kendyson, CEO and founder of Selar, an eCommerce platform that helps creators distribute and monetise their content, knowledge and skills, he said “the evolution of the creator economy only became very mainstream amongst Africans in the last couple of years. Some can be traced back to smartphone and internet penetration growth over the years in Africa. This is because the creator economy works mostly on the internet.
In other words, creators are becoming more diversified in their revenue streams, shifting from being paid by platforms like YouTube with ad revenue shares in exchange for attracting an audience to the platforms, to being paid by brand sponsors on Instagram and Snapchat in exchange for their reach to an audience they access through the platforms, to being paid by fans via patronage or tipping or eCommerce in exchange for entertainment and community beyond the platforms.
According to Douglas Kendyson, “I really believe anyone can be a creator in the future. We might not all be million-dollar earning creators, but everyone has unique value they can offer an audience and community. Not everyone might be able to monetise their audience, but I definitely see a shift of more creators springing up; just like anyone can pick up a camera/camera phone and be a YouTuber, I see the same for the creator.
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