How the Pandemic Has Changed Creators’ Careers

It's one of the most noticeable digital transformations during this time

Musical instruments
Every social video post has become an opportunity to promote original content that fans can support. smartboy10/Getty Images

From a financial perspective, the pandemic has hit the creator class hard. With the usual venues for live performances and exhibitions closed, artists, musicians, singers, actors and creators of every description have been forced to fend for themselves. But something very new, and kind of amazing, has happened over the past year. The result may be the emergence of the first self-sufficient, profitable creator class.

@shellypalmer Adweek opinion contributor Shelly Palmer is CEO of The Palmer Group, a strategic advisory, technology solutions and business development practice focused at the nexus of media and marketing with a special emphasis on machine learning and data-driven decision-making.