Much of the traditional entertainment world is now working with creators. In fact, many of these companies have long-standing creator strategies when it comes to marketing. Whether it is a movie launch, a new TV series, video game, or album release, these businesses have a strong handle on which creators to work with to drive engagement. However, the process of working directly with creators on content production and new IP remains a challenge.
Source: Why legacy media should use creators as curators and content providers