The creator economy is expected to nearly double over the next five years, growing from $250 billion today to an estimated $480 billion by 2027.
Creators are now everywhere, in all forms. Cannes Lions, once solely for advertising creatives, producers, and marketers, is now filled with content creators, ring lights, and aesthetic influencer dinners. The Webby Awards even introduced a category for creators this year, with 26 subcategories ranging from Best Meme Creator to Best Dance and Best Prank.
Creators are clearly here to stay, but not all creators are made equal. Those who make, build, compose, design, and innovate—not for social media, but out of pure creativity and dedication to their craft—are the ones that deserve more attention from marketers.
First, let’s clarify the differences between these two types of creators. A content creator produces and shares videos, blogs, podcasts, photography, artwork, or social media posts across digital platforms to engage, inform, or entertain their online followers. In contrast, the creators I’m highlighting—what I’ll call “craft creators”—are defined by their artistry, not by content creation, follower counts, or brand partnerships.
These are the musicians, music producers, painters, illustrators, tattoo artists, fashion and streetwear designers, stylists, furniture makers, chefs, and stand-up comedians who haven’t yet reached celebrity status and are often overlooked as influencers or content creators in typical marketing strategies.
My role has revolved around immersing myself in the world of Latin craft creators and connecting them with brands. My Instagram feed is essentially my work newsletter. Through this work, here are four reasons why marketers should invest in craft creators.
Pioneers of culture-defining trends
Craft creators are often the originators of what becomes influential and enduring in culture, shaping the trends we later see on social media.
For example, take Chris “Spanto” Printup (RIP) and Alex/2Tone, founders of Born x Raised. They created a Mexican American love letter to Los Angeles through their streetwear brand, which became a blueprint for other Chicano streetwear brands. Similarly, Brenda Equihua turned the Mexican cobija blanket into a high-fashion statement piece that now appears in both music videos and museums.
Genuine connections vs. brand-hopping
Because craft creators rarely collaborate with brands, their partnerships feel more authentic. This is unlike influencers or content creators who frequently jump from one brand to another, making it harder to believe in a genuine connection between brand, creator, and audience.
With craft creators, engagement tends to be more positive. It’s even more heartening to see how their communities take pride when a major brand recognizes their work. For instance, MLB commemorated the anniversary of Roberto Clemente’s passing with a digital tattoo gallery called “Clemente x Siempre.” As part of the initiative, Puerto Rican tattoo artist Zuh Cordero was challenged to tattoo Clemente’s portrait on a baseball glove for auction. The response was incredible, with comments full of pride and fire emojis for Cordero’s work.
Amplify their craft while elevating your brand
Craft creators are deeply committed to their craft, often depending on it as their primary source of income. When brands support emerging talent, they help sustain these creators’ passions while expanding their reach. It’s a win-win: Creators gain visibility, and brands are elevated through authentic collaborations.
A perfect example is Teddy, a birria taquero, who received a free Super Bowl commercial on ESPN Deportes as part of a Remezcla campaign to promote its Spanish broadcast. The news went viral, and Teddy’s Red Tacos has since grown into a taco empire with 10 locations.
Broaden your brand with diverse perspectives
Collaborating with diverse talent not only demonstrates your support for the Latin community but also introduces fresh perspectives from individuals navigating life across multiple cultures, adding depth to your brand’s story.
Tecate beer did exactly that when it collaborated with Mexican American artists from LA—The Delirians, Katzù Oso, É Arenas, Ulises Lozano, and Mariachi Lindas Mexicanas—to reimagine the classic song “México Lindo y Querido” as “Los Ángeles Lindo y Querido,” reflecting their unique experience of blending cultural influences.
Brands must be more selective when choosing partners, and creators should ensure their values align with the brands they collaborate with. For marketers, it’s important to identify and curate professionals who resonate directly with your brand’s strategy. But that’s just the beginning. The real impact occurs in building authentic, meaningful connections between brands and creators.
The future of branding lies in these genuine collaborations, with Latin creators leading this cultural shift. Now is the time to invest in those dedicated to their community, passion, and culture.
