Creator and entrepreneur Dhar Mann doesn’t think creators are replacing traditional media — more that the lines between the two have disappeared as creators with large followings build up their own production studios to create long-form content.Mann, who owns his own production company, Dhar Mann Studios, believes these creator-built studios can provide more engaging content faster than traditional media, with the added bonus of an already-attached, engaged audience — and brands are already locked in to this model.
Those views have helped turn Mann into a regular fixture on the marketing conference circuit. This year, he has spoken at Adweek’s Social Media Week and Brand Innovators’ Creator Economy Summit. Next week, he will take the stage at Tribeca X before heading to Cannes Lions International Festival of Creativity, which kicks off on June 22.
“That very long cycle of traditional content just doesn’t work at the speed at which culture moves in today,” Mann told Digiday. “Historically, media companies have created content for gatekeepers and for distribution partners, and hope that audiences catch on, but in today’s world, creators are able to make content with the audience first, get instant results on how their content is performing.”
