Alexis and Scott Fisher Courtesy of Live Nation Live Nation is making an aggressive push into the business and management of the creator economy, funding a new firm called Creator Nation that will provide support to creators around content, commerce, brand partnerships and live experiences, with plans to acquire and grow management firms and adjacent businesses.
Creator Nation will be led by co-founders Alexis and Scott Fisher (Alexis is the founder of Timeline Management, which Live Nation acquired in 2024, while Scott is the founder of Select Management Group, which sold to Propagate).
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“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. So we looked to what we could create to support managers and creators that didn’t exist right now,” says Scott Fisher in an interview with The Hollywood Reporter. “The creator economy is relatively young but growing quickly, so there’s a lot of new interest in the space. So we plan to make acquisitions, 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.”
Live Nation will be providing the financial support for Creator Nation, as well as logistical support, with live experiences being one of the big growth areas for the creator economy.
The backing of Creator Nation marks a significant investment in the space for Live Nation, which is the largest player in live entertainment and music.
“Creators are increasingly building careers that look a lot like broader entertainment businesses, with opportunities across content, live, brands and commerce,” said Michael Rapino, president and CEO of Live Nation. “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.
“I think it’s really important to be able to to continue to evolve the relationships offscreen into real in person events” says Alexis Fisher. “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, and I think Live Nation is a perfect partner, honestly, for us for us to continue to build off of that and and show that creators have real businesses. It’s not just it’s not just about the followers anymore.”
“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 Fisher adds. “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.”
Creator Nation will work with management firms, brands, marketers and creators, with Alexis comparing their services to a restaurant menu, where the creator selects what they need help with.
“We don’t have to exclusively manage talent in order to help them build a live experience. We don’t have to exclusively work with them on brand partnerships in order for management companies to tap into those resources,” she says.
At Select, Scott Fisher helped launch the brands Hairitage (by Mindy McKnight) and Sacheu (Sarah Cheung), and produced The Secret Lives of Mormon Wives. At Timeline, Alexis Fisher brought the Dallas Cowboys Cheerleaders, The Secret Lives of Mormon Wives cast and Gracie’s Corner to the stage.
Scott Fisher says that the new company will work with a wide array of creators, a list that is expected to grow as the creator economy continues to mature.
“We want to be along for the whole journey from relatively early in the creator stage to when they become a household name, obviously top YouTubers — that top 500 list — is definitely the type of talent we will be associated with,” he says. “But also, the mom in Utah who makes $5 million a year and has a really strong affiliate business and those kinds of things. It can run the gamut from people that are more widely known to people that have amazing businesses but are in their niche. And for us, it’s about those creators being to tap into different services at different times.”
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