From a financial perspective, the pandemic has hit the creator class hard. With the usual venues for live performances and exhibitions closed, artists, musicians, singers, actors and creators of every description have been forced to fend for themselves. But something very new, and kind of amazing, has happened over the past year. The result may be the emergence of the first self-sufficient, profitable creator class.
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Adweek opinion contributor Shelly Palmer is CEO of The Palmer Group, a strategic advisory, technology solutions and business development practice focused at the nexus of media and marketing with a special emphasis on machine learning and data-driven decision-making.