I have a thesis that personal brands will become one of the most valuable assets over the next decade.
Fifty creators generated nearly $1B in annual revenue last year, including the top five:
MrBeast - $300M
Dhar Mann - $65M
Steven Bartlett - $52M
Markiplier - $38M
Rhett & Link - $37M
When you think about where that revenue comes from, it's largely brand sponsorships, ad revenue, owned brands, subscriptions, merchandise, and equity ownership in companies.
I believe a large portion of that is already eating into the roughly $1.2T global advertising market budgets that historically would have gone to TV, digital ads, Youtube ads, celeb endorsements, agencies, retail brands, CPG brands, and other acquisition channels.
I think the way we discover products will change over the next decade. Two important distribution layers are emerging: AI agents and trusted personal brands.
AI agents will understand your preferences and recommend or make purchasing decisions on your behalf. Creators will shape demand by influencing what people want via content.
If that happens I think the $1.2T advertising industry will get reallocated based on the above. Budgets are already moving away from trad media, agencies, celebrity endorsements, and parts of search and display advertising toward whoever owns trust and distribution.
And if that's the case, I believe personal brands will start to behave more like companies, similar to the early days of Beast Industries. The best creators will own products, sell to their own audience and own the entire sales cycle end to end.
We'll start to see creator branded neobanks, debit cards, AI products, apps, games, consumer brands and anything else that can be easily built using AI.
The next billion dollar companies will look less like traditional companies and more like creators with businesses built around them.
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So, this President has reformed the
- Tax laws
- Electoral law
- Electricity law
- NYSC
- Petroleum Industrial Act
- Foreign Exchange Market
~ Removed Subsidy
~ Introduced Students Loan
~ Floated a Consumer Credit Scheme
and many others
All in just three years.
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Sometimes, all it takes is one thing to change your perspective on life. One experience, one lesson, or one realization.
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