In recent times, Toni Gray’s phone has been ringing off the hook with inquiries from entertainment industry professionals seeking new opportunities at Dhar Mann Studios. As the head of production at the studio, Gray has witnessed a significant shift in the landscape of the entertainment industry, particularly in Los Angeles, where traditional legacy studios have been struggling to maintain their foothold.
Once hesitant to delve into the digital realm, many of Gray’s colleagues are now actively seeking work with companies like Dhar Mann Studios, which produces family-friendly dramas aimed at addressing important societal issues, such as bullying.
Gray’s enthusiasm stems from the fact that this migration offers hope not just for financial stability, but also for creative fulfillment, enabling people to re-engage with their passion for storytelling in a revitalized manner.
Currently, the television and film sectors in Hollywood face intense competition for job opportunities, driven by consolidation and rampant layoffs. However, a bright spot has emerged in the creator economy — a segment increasingly catered to by digital media companies that produce video content for platforms like YouTube and social media.
Initially characterized by amateur creators filming viral content on smartphones, this industry has matured into a robust business environment, with substantial growth in production companies generating content intended for mass audiences. At Dhar Mann Studios, plans are underway to expand the workforce with 15 new positions added to an existing 75 full-time roles. Similarly, Pave Studios in Sherman Oaks is ramping up its staff by 16 positions amid a notable increase in demand for their wellness and true-crime-related programming.
According to data from Oxford Economics, YouTube’s creative ecosystem supported more than 490,000 jobs nationwide last year, marking an increase of approximately 60,000 jobs compared to 2023. Thomas Kim, YouTube’s director of product management for creator monetization, noted a discernible trend of creators transitioning into business professionals, requiring more staff to support their expanding companies.
Sean Atkins, CEO of Dhar Mann Studios and a former president at MTV, expresses excitement about the industry’s prospects, noting the emerging growth opportunities in the market. In May, YouTube represented an impressive 12.5% of U.S. television viewing, surpassing other streaming platforms like Netflix and Amazon Prime Video.
Atkins likens the current atmosphere at Dhar Mann Studios to the early days of major studios like MGM and Warner Bros., describing an enthusiastic chaos as everyone navigates the new landscape of entertainment. This trend is a boon for the local production economy in Southern California, which is experiencing a decline in traditional motion picture and sound recording jobs.
The U.S. Bureau of Labor Statistics reported a staggering 27% drop, bringing employment figures down to 108,564 from 2022 to 2024. The difficulties faced by many Hollywood workers seeking roles are compounded by substantial reductions in programming post the 2023 actor and writer strikes, alongside previous overspending during competitive streaming wars. Products also migrated elsewhere to capitalize on tax incentives in different states or abroad, with local production suffering additional setbacks from wildfires in January.
Despite the challenges facing traditional entertainment sectors, the creator economy in Los Angeles is thriving. Data from the Los Angeles County Economic Development Corporation indicates a 5% growth in overall employment in the creator economy from 2022 to 2024, reaching 70,012 jobs. Companies within this ecosystem also increased by 5%, totaling 46,425 businesses during the same period.
The current job market has become increasingly competitive, drawing traditional media workers toward digital media companies producing content for platforms like YouTube, and those collaborating with influencers as they expand their teams.
This migration reflects a broader shift in consumer viewing habits, with growing numbers of individuals now watching YouTube on television screens rather than mobile devices, encroaching on the territory traditionally held by broadcast and cable television. Video creators are adapting by establishing production teams, exploring podcasting, merchandise lines, and even striking streaming deals.
A prime example is renowned YouTuber Jimmy Donaldson, widely known as MrBeast, who has successfully launched a reality competition show on Amazon Prime Video while also promoting products like Feastables chocolates and securing various brand partnerships. His company, Beast Industries, has ballooned to employ over 500 staff between North Carolina and Los Angeles.
On the talent representation front, Kyle Hjelmeseth, CEO of G&B Digital Management, has noted an uptick in inquiries from talent with traditional media backgrounds looking to collaborate with influencers. He points out a sea change in attitudes towards creators, a topic that was previously treated with condescension by Hollywood insiders.
With ongoing pressures in Hollywood and the creator economy continuing to grow, both realms are converging, leading to significant transformations in the industry landscape. Hjelmeseth’s firm has expanded to include 25 contractors and employees, and recent hiring efforts saw an increase of four staff members.
Pave Studios, founded just last year, has grown from a mere ten employees to a workforce of 67 components, driven by an escalation in demand for its video and podcast content spread across channels like YouTube, Spotify, and Apple Podcasts. Founder Max Cutler highlights the need for specialized roles as the complexity of content creation amplifies, with the company hiring for executive producer positions ranging from $95,000 to $145,000.
Among the talent drawn to Pave Studios is Jen Passovoy, who transitioned from a decade-long career at Paramount, working on competition series like “RuPaul’s Drag Race,
image source from：latimes
