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Creator Economy Gets Network TV Treatment
10 Mar
Summary
- Lighthouse Studios launches to create a network-like schedule for creators.
- Partnership with Lyrical Lemonade aims to build a creator-led video network.
- The goal is to provide consistent, scheduled content for digital audiences.
Lighthouse Studios, an entertainment production arm of Whalar Group, is establishing a structured programming schedule for creators, akin to traditional network television. The company's strategy involves providing capital and production support to prominent digital creators to develop recurring series.
An initial major collaboration is with Cole Bennett's Lyrical Lemonade, a digital media venture with over 24 million YouTube followers. This partnership aims to develop a video network based on Lyrical Lemonade's content, offering viewers consistent programming that spans music, culture, and lifestyle.
Lighthouse Studios plans to replicate this model with other large-scale digital creators. The objective is to produce approximately two new episodes of content daily, seven days a week, creating a recognizable programming grid for audiences. YouTube will serve as the primary distribution platform for this long-form content, with shorter clips distributed across other social media platforms.
The ultimate goal for Lighthouse Studios is to aggregate advertising inventory from these creator-led shows and sell it across digital ad networks. The company anticipates reaching a significant scale by 2027, nurturing talent and commercial opportunities within the creator economy.
