More brands are giving creators a stake in their companies instead of just a paycheck, often trading equity for endorsements, advisory roles or long-term partnerships. It’s the latest sign of a bigger push toward ownership in the creator economy. Alix Earle’s lucrative Poppi deal showed how big the payoff could be, and increasingly, startups like Driptail and Vibes are also offering equity to smaller creators.
This week, Kaya Yurieff and Jasmine Enberg look at why creator equity deals are taking off, what the deals usually look like and the risks for both sides. Plus, Kaya sits down with Cat Goetze, the creator better known as CatGPT, and Josh Kaplan, CEO of management firm Smooth Media, which represents her. They discuss Cat’s recent equity stake in Smooth and their advice for brands and creators weighing similar equity arrangements.
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