Has Charli XCX Escaped Brat Summer?
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What is the main topic discussed in this episode?
The rest is entertainment is presented by Octopus Energy.
Now, we're going to be talking about an expression which I hadn't heard till seven seconds ago, which is someone getting their flowers. Can you tell me what that means?
Well, it means like you've been around a long time, but people suddenly think, hang on a second, you're amazing and you should be recognised.
So you're finally getting your due. You're getting your flowers.
And you're being garlanded. Now, I would say someone like this is someone like Jean Smart, who plays the lead in Hacks. She plays Deborah Vance. OK, Jean Smart is extraordinary. She did a huge amount of TV and stage work. And there was a sense that she was sort of always brilliant. But then this one role came along, Deborah Vance in Hacks. They literally just give her the Emmy every year now. She gets her flowers every year. She gets her Emmy every year. As we always talk about Octopus's customer service, your account's run by about 10 or 12 people. You've got a small team.
They know who you are.
Yes, and they are permitted to send flowers every week to a customer who might just be going through something, whatever it is. So they can recognise it's not an apology. It's just because someone was going through something and you get your flowers.
Another example of they seem to do business in a very interesting and customer-focused way. Imagine if Jean Smart is an octopus customer, might get her flowers twice.
Yeah, every week.
Hello and welcome to this episode of The Rest Is Entertainment with me, Marina Hyde.
And me, Richard Osman. Hello, Marina.
What are we talking about this week?
We are going to talk about this idea that there's some incredible statistics about how many people self-define as a content creator these days. And we thought it was worth exploring that and what it means.
Yes, we're going to be talking about Charlie XCX's new album and how you follow up an enormous hit like Brat.
And we are also talking about the film website Letterboxd, one of my absolute favourite websites in the entire world, which is unbelievably brilliant, but it's up for sale and everyone's worried it might no longer be quite as brilliant. We shall find out, I suppose.
Okay. Are we all going to be content creators? Because Illuminate, who are the entertainment data experts, they do a sort of six monthly report. They found an unbelievable statistic, which is that 39% of Americans now identify as content creators. 39%. Yeah. Nearly two in five identify as active content creators across digital platforms. And I think it's interesting, the word creator in itself is, you know, when everyone sort of had to stop talking about global warming and started calling it climate change. The word itself is now professionalized instead of just being like a YouTuber or an influencer, which seemed like it was from fake work. But tens of millions of people now identify as paid creators.
I think that's extraordinary because we will get to the difference between just identifying someone and actually making money as one. That means that there is a sort of massive middle class in the creator economy, which I think Goldman Sachs, they projected that next year it will be worth $480 billion, the creative economy.
When we talk about creators, these are not just kids playing video games. dentists who come home at the end of the day and do dental tutorials. These are accountants who come home and talk you through spreadsheets. There is a huge amount of niche content out there, which is monetizable, which is made by professionals. But I think that 39% of everyone being a content creator might be pushing it a bit. That self-identifying thing is doing a lot of work. But this is incredible work. gig economy now of people taking their professional skills, finding a niche audience, and then finding ways of monetizing the audience. It's a real thing.
Yeah. Media content has become democratized incredibly fast. This has happened really, really quickly. But also the world of work is changing so rapidly.
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Chapters
4 chapters
1
What is the main topic discussed in this episode?
0:01–5:10
2
How has the creator economy grown and who now calls themselves a content creator?
5:10–16:08
3
Why are big companies like Unilever replacing traditional ads with micro-influencers?
16:08–21:12
4
What makes micro-influencers more effective than macro influencers for brands?
21:12–44:40