Business publisher Forbes is teaming up with Walmart Creator to host the first Creator Upfront this October in Los Angeles, an extension of Forbes’ Top Creator franchise and a reflection of the swelling investment in influencer marketing.
The two-day event will give 20 to 25 creators an opportunity to pitch marketers and agency executives on their value as potential brand partners, according to Forbes assistant managing editor Steve Bertoni.
It will showcase the creators in between breakout sessions and fireside chats, which will feature Walmart executives and key members of the Walmart Creators program.
“There are so many influencer and creator events, but here business and networking are at the core,” said Forbes sales director Hannah Davidson. “What differentiates this is that we are creating a two-sided marketplace.”
The event mirrors the format of a standard upfront presentation, in which publishers pitch marketers and agency executives on the strength of their content slate. In this iteration, creators and influencers will have the opportunity to make a case for why companies should work with them.
The Creator Upfront is another sign of the growing relevance of influencer marketing, which accounted for $34 billion in spend in 2023, according to Statista. Creators often point to their high rates of engagement as a reason for brands to work with them, but the sheer number of influencers can make it challenging for marketers to choose appropriate partners.
By curating a few dozen top figures, Forbes helps solve this problem of oversaturation for brands. The event also acts as an extension of Forbes’ Top Creators franchise, offering the publisher another touchpoint to monetize its editorial coverage.
The Creator Upfront rationale
The event, which will be held at NeueHouse, will be an invitation-only gathering of around 300 creators, agency executives, marketers and related professionals, according to Davidson.
It will not be ticketed, as its primary source of revenue will come from the Walmart Creator sponsorship. At the moment, Forbes is still exploring the possibility of additional brand partners.
The roster of creators, which has not yet been set, will draw prominently from Forbes’ Top Creator list, which typically releases in October. Potential attendees include Mr. Beast, Emma Chamberlain and the D’Amelio sisters, according to Bertoni.