Creators and Platform Dependency: The Strategic Role of creator- Owned brands in the Creator Economy

The increasing dependence of creators on digital platforms and intermediary agencies has raised concerns about their autonomy and ability to maintain control over their personal brand. This study explores how the creation and management of creator- owned brands can reduce this dependency, providing creators with greater control and economic sustainability. Through a qualitative analysis based on interviews with creators active in various sectors, the research highlights the tensions between authenticity and commercialization, as well as the income diversification strategies adopted by creators. The implications for marketing and management are discussed, suggesting a resilient entrepreneurial model based on value co-creation. The results show that although digital platforms offer extraordinary opportunities for content distribution and audience building, they also impose significant limitations that can negatively impact creators' activities. To counteract this dependency, creators are increasingly developing their own brands, a strategy that not only offers greater autonomy but also allows for income diversification, reducing reliance on platforms and brand collaborations. However, managing a creator-owned brand requires advanced entrepreneurial skills, representing a significant challenge for many creators. This study concludes that an approach that values authenticity, entrepreneurship, and value co-creation is essential for success in the creator economy.