Creators are now viewed as legitimate media businesses as opposed to short-term content generators, driving volume and nuance to sway audiences - both humans and AI models. 1 in 4 cited sources in LLMs come from creator content like YouTube, and they are up to 13x more effective at driving business outcomes than digital ads. In this presentation, Natasha shares how creators are developing campaigns and strategic brand partnerships, including with companies like Magnum, Unilever and Formula 1.