La creator economy It is no longer a niche market or a market for individuals, but an industry that is structuring itself with its own standards and funding models, centered around creators who have become true media outlets and whose potential is undeniable. Initially recognized for their creativity, humor, taste for adventure, storytelling skills, or ability to mobilize their community, these web-based personalities have proven equally capable of imagining and implementing large-scale projects, drawing crowds to events, and expanding their concept with products and services that align with their world, personality, interests, and those of their followers.

The sector has reached maturity, as clearly demonstrated by the latest Paris Creator Week, a leading professional event dedicated to the creator economy organized in Paris (notably at Station F), which brings together content creators, platforms, brands, agencies and investors around the economic, cultural and creative challenges of the sector. But also the 2026 edition of South by southwestA must-attend festival since its inception in 1987, it brings together experts, creators, artists, and entrepreneurs from around the world to test, compare, and accelerate the trends that will shape the cultural industries of tomorrow. Bpifrance and La French Touch, in partnership with the National Center for Cinema and Animated Images (CNC) and We Are, brought together some thirty companies and organized the French Touch Rendez-vous with the support of the Villa Albertine, the French Institute for Culture and Education, and the French-American Chamber of Commerce of Texas, offering a showcase for French creativity and its international ambitions. Beyond this strong French presence, numerous panels highlighted creators as true economic players, capable of building their brands within an increasingly diverse ecosystem, confirming that the sector has entered a new era—more structured and more professional.

Creators, artists, entrepreneurs, now is the perfect time to launch your brand.

A genuine economic network is developing around creators, attracting investors, technological tools, agencies, and studios. Le Bon Moment, a startup studio created by Kyan Khojandi and Donatien Bozon, is part of this dynamic. The former, a multi-format creator, has always rejected rigid frameworks (solo performance in his show Une bonne soirée, performed in 2019 and 2020; co-host of the Un Bon Moment radio show and podcast, launched in the fall of 2020; and director of the fiction series Bref 2, released in 2025). The latter, a key player in the creator economy Having worked at Dailymotion, YouTube, and Snapchat, he witnessed the emergence of a new economy from its beginnings twenty years ago and saw the sector evolve, helping content creators understand how to distribute their work via these new tools and make a living through revenue sharing and sponsorships. It was during his time at YouTube that the two future partners met. At the time, everyone looked down on content creators. They were called "small creators," made "small videos"... we didn't agree with that. Few people understood that they were going to be the next filmmakers, documentary directors, that they were also entrepreneurs with multiple roles. ", recalls Donatien Bozon.

From this shared understanding and their instant creative spark, several collaborative projects emerged. They later realized the idea of ​​supporting content creators and artists in launching their own brands, not just derivative products or merchandising, but consumer goods or services "The advantage of creating your own brand as a content creator?" he explains. We eliminate marketing acquisition costs, which are often a financial drain for manufacturers launching a new product and can represent half of a brand's development budget. Our model allows us to move faster, reduce risk, and allocate more budget to the product itself. “,” explains Donatien Bozon. The first launch of Le Bon Moment, planned for May, will be for a brand by an international artist who first made a name for himself in music, followed by that of a French content creator from YouTube. It’s now or never to test the waters in the market. Currently, Le Bon Moment only supports brands in the physical retail and foodservice sectors: with the DNVBs (Digital Native Vertical Brand, a brand born online, which designs, produces and sells directly to its customers, without intermediaries, controlling the entire value chain, editor's note), It's much more difficult to achieve high volume sales, and acquisition costs are enormous due to competition with other online retailers. We won't rule out online sales, but they will be secondary. " explains the CEO.

Launching your brand as a content creator: removing barriers to market access

At the time when the creator economy As this structure evolves, many personalities might be tempted to launch their own brands, expand their reach, and turn to these new kinds of startup studios, allowing them to diversify their income and become less dependent on the two main sources: revenue sharing and sponsorships. In this model, creators are entirely subject to changes in algorithms and monetization rules that they don't control and that can significantly impact them, just as they are bound by the internal decisions of the brands they collaborate with. With Le Bon Moment, we help creators understand that they have a community that trusts them, and that they don't have to rent that influence to external brands. We provide them with our expertise in specific business skills such as product development, mass distribution, marketing, sourcing manufacturers, and securing funding to launch their projects. We remove these obstacles, and we let them focus on the tasks where they bring real added value: storytelling, brand identity, and promoting content to the community. " confides Donatien Bozon.

According to the CEO, any type of creator can aspire to launch their own brand, but more than the number of subscribers or the marketing reach, success requires ensuring the ability to defend it in the long term. We don't want to simply take the face of a famous person and stick it on an existing product. " says the leader, who prefers to focus on projects in which the stakeholders will be able to get involved. “Some content creators may have been used to being brand ambassadors for short periods and then moving on. Here, we’re talking about development time that can take nine months, sometimes a year, and then championing the brand for years—three, five, maybe ten years—to help it grow. We make sure that creators who want to work with us are aware of this, and we look for people who are truly passionate about their subject, while keeping in mind that their priority is growing their community.” »