Wall Street wants to supercharge influencer businesses

The Future. The creator economy is maturing into a bonafide phenomenon, cementing new successful businesses from internet fame. Wall Street now hopes it can take these companies to the next level (and make a lot of money in the process). But since there may not be enough solid startups that are ready for that kind of investment, expect major social platforms to open up startup accelerators as part of their creator programs.

Creator street
With Goldman Sachs estimating that the creator economy is a $250 billion market that’s expected to double by 2027, Wall Street is looking to write some checks.

• Wall Street already sees mouthwatering results. MrBeast’s Feastables chocolate bar brand brings nine figures in annual revenue, and Logan Paul’s Prime beverage brand will likely hit $1.2 billion in sales this year.
• So, they’re ponying up. Highmount Capital infused $100 million into YouTube trick shot group Dude Perfect, while The Chernin Group injected $37 million into car-focused YouTuber Doug DeMuro’s Cars & Bids business.

For creators, these businesses provide a way to build a revenue stream that they control — rather than one that’s controlled by the whims of changing algorithms on social media platforms or an evolving culture.

But there can be growing pains when it comes to creator-led businesses. Some on Wall Street say that, despite the desire to invest in creators’ companies, there aren’t enough yet that warrant serious capital. Their followings need to be both big and loyal.

Going viral for a bit isn’t enough.