From Fees to Royalties: How Creator Entrepreneurs Are Shaping the Future of Brand Partnerships

For years, influencer partnerships have been built on fee-based agreements: pay a fee, and promote a product or service. But as creators become brand owners, they seek partnerships that reflect their contributions to a brand’s success.

Heritage Brands vs. Creator-Founded Brands

New power dynamics are emerging as traditional brands face disruption from creator-founded brands. An example is Steph Elswood, content creator and founder of alcohol-free spirit brand?CAROUSE, who?joined us on our Digital Marketing World Forum (DMWF) panel.

Transitioning from creator to entrepreneur, Steph encountered challenges, including brands pulling out of partnerships due to her focus on her business. However, by aligning with brands that shared her values, Steph regained opportunities and redefined her collaboration terms.

Steph now negotiates royalty and equity-based deals, leveraging her dual role as a creator and entrepreneur. She envisions future partnerships merging her brand, storytelling, and community insights with established brands’ scale and resources.

The Next Wave of Brand Partnerships

Brands are evolving too. Ligia Patrocinio, Global Head of Desperados at The Heineken Company, emphasizes?co-creation as a key model during the DMWF?panel.

Rather than viewing creator-led brands as a threat’, she says, ‘savvy brand leaders can recognize the opportunity to leverage their complementary strengths.'

Creators aren’t just promoting products anymore; they’re designing them, creating exclusive content, and launching their own lines in partnership with established brands.

Ligia acknowledges that this shift requires large organizations to adapt, and adopt?new practices and mindsets. Traditional fee-based models are being replaced by partnerships focusing on shared, long-term value: royalties, equity stakes, and collaborative innovation.

This shift benefits both sides. Brands gain creators’ insights, cultural relevance, and strong community connections. Creators, in turn, leverage resources, gain financial stability, and enjoy greater creative control.

Building the Future of Creator-Led Innovation

The creator economy is at a turning point. Creators are shaping consumer culture and launching their own ventures, while the smartest brands embrace this shift. To stay ahead, brands should:

• Shift your mindset: Stop viewing creators as media channels. Start seeing them as partners.
• Embrace collaboration: Co-create products, campaigns, and strategies that align with shared values.
• Think long-term: Move beyond transactional deals and explore models like royalties and equity that build lasting success.

The most impactful partnerships happen when both sides bring something unique to the table.?

Insights by: Becky Owen, Chief Marketing Officer

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