MIP LONDON Announces Details of Creator Economy Program

MIP LONDON’s Creator Economy program, set across February 23 and 24, will feature a mainstage keynote from Evan Shapiro, panels on the role creators in driving audience growth and how premium digital content is commissioned and scaled, a roundtable on building sustainable growth with creator-led content and much more.

Shapiro’s keynote, titled The Year of Change or Die, will take place on February 24 at 5 p.m. in the IET London’s Kelvin Theatre. Drawing on exclusive new proprietary data, Shapiro will show where the television business goes next. Earlier that day, he will also stage a live recording of The Media Odyssey podcast he co-hosts with Marion Ranchet.

The panel ttled Talent as the Shortcut: How Community:Led IP Scales Across Platforms will address the central role of creators in driving audience growth, format development and monetization. Taking place on February 23 at 10:15 a.m. in the Kelvin Theatre, it will feature insights from Julie Boegart, head of creator partnerships in EMEA for Snap Inc.; Saruul Krause-Jeentsch, head of podcasts for Central Europe at Spotify; and Tobias Schiwek, CEO of We Are Era.

Another main-stage panel will take place on February 24 at 4 p.m. about how premium digital content is commissioned and scaled by established media groups and creator-led studios. Contributors will include Amie Parker-Williams, director of digital commissioning and production at MTV Entertainment Group International, among others.

An expert-led roundtable session focused on building sustainable growth in creator-led content will be staged in partnership with We Are Era on February 24 at 2:30 p.m. in The Savoy’s Lancaster ballroom. It will include Bronagh Monahan, co-founder of MonRae Management; Helen O’Donnell of BBC Talentworks; Emi Geddes, head of U.K. and Germany acquisitions and Molly Lyy, head of creator management for EMEA at Patreon; Sam Ewen, head of entertainment for After Party Studios; and We Are Era’s Björn Rohwer, head of data and AI, Kristina Petrova, VP of platform operations and digital rights and Esmée Verbongt of New Kith by We Are Era.

Additionally, a greater focus on structured networking running across the program will start with a market-first Attention Economy Leadership Lunch & Mixer on February 23 at 12:30 p.m. in The Savoy’s Lancaster Ballroom. The invititation-only event will be opened with an exclusive presentation from Adam Cunningham, chief strategy officer of Allied Global Marketing, titled The Attention Economy: The New Rules of Commisssioning, Marketing and Monetization.