PHILADELPHIA - It’s easy to assume that once a creator starts making money online, everything’s golden. After all, that’s what content creators love showing off, right? They’ll share with you that they quit their 9 to 5, they thank their followers for this life, and they show off the luxuries that others simply can’t afford. Overall, they're monetizing their content, they’re getting super creative, be it short films, clothing design, music, food, books, getting brand deals, building an audience that supports them, and possibly even quitting their day job.
Sounds like a dream, right? But behind that shiny surface, there's a side most people don’t see, and it’s not exactly pretty (and unfortunately, due to NDAs, sometimes creators can’t speak about them at all). So, behind the scenes, creators often deal with a mess of shady contracts, sneaky platform rules, and brands that act way too friendly until it's time to pay.
That pressure to “make it” can make even the smartest creators fall into traps that cost them more than just their income.
When Agencies and Managers Cross the Line
It’s the most obvious one, but it’s the one that needs the most attention first. So, agencies love to throw around buzzwords like “support” and “growth,” but too many of them are just cashing in on creators without offering much in return. Some take massive cuts, lock people into rigid contracts, or claim ownership over content.
It gets worse when managers step in, not the kind that truly advocate for creators, but the ones who use their position to manipulate, pressure, or even exploit the people they're supposed to guide, such as Alec Celestin, for example. But it’s really awful to say, but there are people out there, regardless of their position, who just want to take advantage of creators (including minors) for their own profit and gain.
Platforms will Look the Other Way
It’s sad to say, but it’s not just individuals. Some content platforms are so focused on profit, they let shady behavior slide. They don’t verify who’s joining, who’s uploading, or what’s being exchanged behind closed DMs. And when the fallout happens, their go-to response is often denial or finger-pointing. Some of the biggest platforms in the world are guilty of this. For example, for TikTok, you’re supposed to be 13 years old, but it’s more than obvious that kids under that age are on there.
There’s also a nasty pattern of creators being penalized for violating rules that were never clearly explained. Meanwhile, larger accounts with connections or brand deals get away with more (which is known especially on YouTube). It’s a double standard that wears people down and makes it harder for new creators to protect themselves.
But Brands Can be Just as Sketchy
Some brands treat creators like disposable marketing tools. For example, they’ll send over a vague brief, expect multiple rounds of content, and then drag their feet when it’s time to pay. If a creator calls them out?
They’ll claim the metrics didn’t match expectations or simply ghost altogether. That’s on top of the brands that lowball creators with insulting offers. Yeah, “exposure” doesn’t pay rent, and promising “possible future work” is just a convenient way to get free labor.
What Creators Actually Need
What creators really need is transparency. Real support. Fair contracts. And platforms that actually enforce safety and ethics, instead of throwing creators into the deep end and hoping they swim. It’s awful to say, but there’s still this grey area, and who knows how long it’ll be like this in the creator economy.
