creator economy - Communicate Online
creator economy

Dillon Lawson-Johnston: Abu Dhabi is financing the creator economy

The Guggenheim Brothers Media co-founder on sovereign capital, the “missing middle” in creator investment, and why AI won’t replace the human spark behind great IP. Dillon…

NEWS

Creator marketing has a proof problem, and incrementality is the answer

As budgets shift toward creators in the Gulf, the industry’s next hurdle is showing it builds new demand rather than reshuffling the old. That was the…

NEWS

Netflix and YouTube battle for creators as power shifts toward talent

Netflix and YouTube are stepping up their competition for top creators, signaling a broader shift in the entertainment industry as audiences, intellectual property and distribution power…

INSIGHTS

Dubai Lynx Rolls Out the Red Carpet for MENA’s Creative A-List: Meet the Names Powering Creativity Week 2026

Dubai Lynx has unveiled its speaker line-up for Creativity Week 2026 — a two-day content programme at Dubai Media City Courtyard on 6–7 October, staged in…

NEWS
Branded

Transparency in the storm: How the GCC managed crisis communication

By Hoda Rizk

Ounass expands into physical retail activations with Stage

By Communicate Staff

Aramco remains Middle East’s sole entrant in Kantar BrandZ global top 100

By Communicate Staff

From Homepage to Doorstep: How Lenovo’s Omnichannel Campaign with Amazon Ads Drove Success During Peak Shopping Season

By Communicate Staff
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Twitch Just Made Every Affiliate a Potential Brand Partner

Twitch is tearing down the wall between “Partner” and everyone else. The livestreaming platform announced today that sponsorships — long reserved for its top-tier Partners,  are…

NEWS

Why and How Is Amazon Betting on Creators Over Ads in the UAE

Creators HQ, the first dedicated creators’ hub in the UAE and Middle East (part of Visioneers), and Amazon Ads have opened applications for the Amazon Creators…

NEWS

AI is taking over MENA’s creator economy — and it’s just getting started

AI adoption among creators is no longer an experiment. Across the global creator economy, artificial intelligence is becoming part of the everyday production stack, helping creators…

INSIGHTS

The New Brand Advantage: Why the Smartest Brands Are Designing With Creatives, Not Just Hiring Them

For years, brands across the GCC have been chasing the same elusive goal: creating work that feels authentically local without slipping into clichés. Today, that challenge…

NEWS

CNN wants to win the creator economy without losing what made CNN

As audiences move away from traditional media habits, CNN Creators is testing a difficult balance: how does a 40-year-old news organization embrace creator culture without becoming…

INSIGHTS

The creator economy is growing up and the UAE is leading the next chapter

TikTok says the future belongs to creators who think like entrepreneurs, while new RedSeer research reveals the platform is contributing AED 1.1 billion to the UAE…

INSIGHTS

How the GCC turned content creation into a career and an industry

Not long ago, career paths across the Arab world followed a familiar script. Medicine, law, engineering, and business were viewed as the only secure routes to…

CANNES-LIONS

TikTok launches Community Fest 2026 to help creators grow LIVE audiences

TikTok has announced the return of Community Fest, a summer-long initiative aimed at helping creators build stronger communities through educational workshops and in-app competitions on TikTok…

NEWS

Creator-led campaigns generate 35% higher returns: report

L’Oréal has developed a new measurement framework with Meta to better quantify the business impact of creator and influencer marketing, addressing one of the industry’s biggest…

INSIGHTS
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