In this lively session hosted by Olly Lewis (CEO of The Fifth), YouTube creator Jesse “Chewkz” and YouTube’s Kat Keen explored how creators are transforming from content makers into full-fledged media brands.
Jesse shared his journey from basketball pro to storyteller, using YouTube Shorts to craft cinematic, emotionally charged videos that resonate with millions. Kat highlighted how audience behaviour is shifting - more people now watch YouTube on TV than on mobile, opening the door for episodic, long-form creator content that rivals traditional media.
What excites Olly most is how creators are now building loyal communities, launching their own product lines, and driving cultural relevance, all with more agility and authenticity than legacy media or brands.
A key theme throughout was intentionality. Audiences are no longer passively scrolling, they’re choosing what they want to watch and following creators like channels. This means brands must rethink their approach: collaborations must feel native, personal, and community-led.
The panel unpacked how creators are launching their own products, building loyal communities, and using AI tools to scale - without losing their personal touch. Their message to brands? Ditch the scripts. Choose creators you trust, and let them lead. Authenticity, not control, is the future of impactful creator partnerships.
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