Trademarks, drinks and podcasts: How viral creators like ‘Hawk Tuah Girl’ stretch their 15 minutes of fame

The creator economy is booming with brands chasing viral trends to monetize cultural moments online.

In response, creators behind those viral moments are increasingly looking for ways to stretch their 15 minutes of fame, including launching their own podcasts, product lines, e-courses and talent agencies. There’s money at stake: the creator economy is expected to be worth $480 billion by 2027, according to Goldman Sachs’ calculations.

Consider Logan Paul’s Prime drink, Mr. Beast’s Feastables snack brand or Emma Chamberlain’s Chamberlain Coffee, which have become real industry category disruptors, experts say. It’s not a new phenomenon, per se, but there are a few reasons the trend shows no signs of slowing, according to three agency execs Digiday spoke with for this story.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.