The creator economy is growing fast , as writers, artists, gamers, and thought leaders across every field tap into social media to monetize their content and build communities. According to a study by CB Insights published in June, the creator economy saw a record $1.3 billion in funding in the first half of 2021 alone. That’s a 188 percent increase from all of 2020.

The latest episode of the WorkLab podcast features Daniel Roth, LinkedIn editor in chief and VP, who’s seen how creators are leveraging the platform and changing their careers.

The pandemic showed that people are looking for more flexible ways of working, and that pay and recognition are becoming lower priorities in terms of what they want out of work. Instead, Roth says that many people want to embrace their talents and find work that fulfills them.

He offers advice on how companies can empower creatives within their organizations to bring their full selves to work, and explains why creators are integral to product marketing.

Also in this episode, you’ll hear from Temi Ibisanmi, a media campaign manager at Microsoft, who shares the story of how he became a digital creator while maintaining a corporate job, and the positive effects it’s had on his career.

WorkLab is a place for experts to share their insights and opinions. As students of the future of work, Microsoft values inputs from a diverse set of voices. That said, the opinions and findings of the experts we interview are their own and do not reflect Microsoft’s own research or positions.

You can follow the show on Apple Podcasts, Spotify, or wherever you get your podcasts.

Here’s a transcript of the Episode 6 conversation.

188%: The Rise of the Creator Economy

Elise Hu (Host), Daniel Roth (Guest), Desmond Dickerson (Correspondent), Temi Ibisanmi (Guest)


ELISE HU: This is WorkLab , the podcast from Microsoft. I’m your host, Elise Hu. On WorkLab , we hear from leaders and scientists about the surprising data and trends that are transforming the way we work.

DAN ROTH: These creatives, these influencers, are the ones who are fueling so much product purchase right now. And if you are not thinking about how whatever it is you’re selling is being used or talked about by the creative class, then I think you’re missing out on a key part of the funnel. You have to be in front of this authentic group of people. These are all creator economy people who are finding their passion and their community around your products. You need to embrace them.