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Brands need to have more trust in content creators calls Maker Studios UK chief

on Sep 25, 2014 | 0 comments

By Adam Reed

Brands have to trust content creators and relinquish control if they are to make the most of the massive demand for online video, the UK head of Maker Studios told an audience at Social Media Week.

“The moment that you try to control it, it won’t work”, said Dan’l Hewitt, UK managing director of Maker Studios, a collective that represents more than 55,000 creators across the world. “Brands have to be able to let go and trust creators to know what will fly.”

Jessica Elvidge, a creative Strategist at YouTube, agreed. “Everyone [brands] has heard of these guys and wants a Read full story ›

Source: The Drum