Strictly Business Daily Variety -- The Collab Behind Variety's 10 Creators to Watch List; Why Bars are Hosting More TV Watch Parties
Mar 10, 2026
Harper Mays, Variety social media editor who co-led the 10 Creators to Watch project, discusses how rising digital stars are sourced and spotlighted. Short takes cover creators leveraging social followings into mainstream gigs. The conversation also dives into why bars are staging TV watch parties and which shows spark big, communal viewing nights.
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Creators Turn Followers Into Hollywood Leverage
- Social media creators are using platforms to convert audience into leverage inside Hollywood and mainstream entertainment.
- Antonio Ferme and Harper Mays found creators who parlayed followings into writer's rooms, Broadway roles, and brand deals, not just endless posting.
Creators Plan Hybrid Careers Not Just Platform Residency
- Most creators want to expand beyond social platforms into businesses, shows, or products while retaining social presence.
- Examples include Alex Hooper launching an energy drink and Vinny Thomas developing a Netflix spinoff while keeping his channels.
Target Niche Engagement Over Follower Count
- Target niche, engaged followings rather than celebrity-scale numbers to attract marketers and distributors.
- Antonio Ferme notes small but dedicated audiences can reach the exact niche a marketer needs and command payment.