Live Nation is capitalizing on the creator economy with a new firm

Ticketmaster parent Live Nation is getting into the creator biz.

The publicly traded multinational corp, which bills itself as “the largest live entertainment company in the world,” is funding a new firm called Creator Nation that will primarily focus on facilitating live events for digital content creators, fans, and brands.

Per The Hollywood Reporter, Creator Nation will be led by husband-and-wife co-founders Alexis and Scott Fisher, both of whom have experience in our industry. Alexis founded influencer/music artist management company Timeline in 2015 (acquired by Live Nation in 2024), and Scott founded talent firm Select Management Group in 2010 (acquired by Propagate in 2025).

“We both started in the space in the prehistoric days of the creator world, and we obviously had no resources when we were building our first management companies,” Scott told THR. “So we looked to what we could create to support managers and creators that didn’t exist right now.”

He added that the “creator economy is relatively young,” which we’re not sure we agree with, and noted there is “a lot of new interest in the space,” which we do agree with.

“[W]e plan to make acquisitions [with Creator Nation], but we also want to help those companies operate more smoothly, kind of give them the resources that a lot of them don’t have, and allow them to think more long term,” he said.

Alexis explained that Creator Nation will work with individual creators as well as brands, marketers, and other management firms. She told THR the company’s offerings are like a restaurant menu, where creators can choose to go à la carte instead of committing to a full prix fixe.

“We don’t have to exclusively manage talent in order to help them build a live experience,” she said. “We don’t have to exclusively work with them on brand partnerships in order for management companies to tap into those resources.”

Alexis also noted she and Scott are zeroed in on live events because they think real-life encounters are critical to the future of our industry.

“I think it’s really important to be able to to continue to evolve the relationships offscreen into real in person events,” she said. “Whether it’s a brand partnership, whether it’s a meet and greet, whether it’s going on tour, I think that honestly is what the future is of taking creators offscreen into real life and converting the digital and traditional aspects and merging them together.”

“We think the whole idea of renting attention will go away because when you’re relying on the algorithm to keep your business moving, you really need to be able to build something that stands apart from that,” Scott chimed in. “So it’s giving creators the tools and services they need to turn those followers they have that are passively viewing them into fans that will show up, buy something, buy something again, and actually support them.”

THR reports Live Nation will provide financial support for Creator Nation as well as logistical support. The entertainment company has controlling interests in hundreds of venues around the world, which of course makes arranging live events–an increasingly popular format for savvy creators–much easier.

That being said, Live Nation is not living easy at the moment. It’s spent much of 2026 in court.

In April, jurors ruled it and Ticketmaster have a monopoly on the live events space that constrains competitors and results in jacked-up ticket prices for consumers. Now it’s facing a separate Federal Trade Commission lawsuit claiming it enables scalpers, double-dips on service fees, and deceptively prices tickets so buyers don’t realize just how expensive they are until the final step of checkout.

We suppose it’s hoping creators will ignore these issues and trust Creator Nation with their livelihoods.

“Creators are increasingly building careers that look a lot like broader entertainment businesses, with opportunities across content, live, brands and commerce,” Michael Rapino, Live Nation’s President and CEO, said in a statement. “Scott and Alexis understand how to help talent build those businesses for the long term, and we see a lot of opportunity to support that growth.”