By Sydney Bautista · Talent Manager, SHFT
For a long time, being a creator was treated like the endpoint. Build the audience. Grow the following. Land the partnerships, and that was the goal.
But the most interesting creator careers right now are proving something different: being a creator is not the ceiling – it’s now the launchpad.
I’ve been managing talent for a while now, and one of the most significant shifts I’ve witnessed isn’t about follower counts or platform algorithms. It’s a shift in ambition. The creators I work with are no longer asking how to grow their audiences; instead? They’re asking what to build with them and quickly learning that an engaged audience can be the foundation for something much bigger.
The New Destinations
The proof is in the careers being built right now. These aren’t hypotheticals; they’re people I’ve watched, worked alongside, and in some cases had a front-row seat to at SHFT.
David Larbi started sharing online by dissecting song lyrics on TikTok, then sharing poetry. He’s now a Sunday Times bestselling author of Frequently Happy, featured on BBC News live, and a TED speaker. Online creativity became a platform for serious literary and cultural authority.
Kia Commodore began sharing financial advice online, but that grew into something much bigger. Pennies to Pounds is now a business with live events, a developing media platform, and a published book – How To Handle Money. Creator-led thinking that built infrastructure, not just content.
Kimberley Cumberbatch went from chatty, relatable content to hosting the MOBO red carpet with 1664 Bière – interviewing FLO, Estelle, and Donae’O. The comedic flair that made her online presence magnetic translated effortlessly into high-stakes, live moments.
Ruby Ukairo‘s career tells a similar story. Starting as a production runner then launching her own casting agency to now a red carpet host at the BAFTA’s – interviewing Jack O’Connell and Odessa A’zion at one of the UK’s most prestigious evenings in film. Showcasing that trajectory doesn’t have to be linear, but expandable.
What strikes me about all four of these people is that their online presence wasn’t the destination, it was the proof of concept. It gave them credibility, an audience, and a
platform to step into rooms that weren’t always designed with them in mind.
What the Industry Still Gets Wrong
A lot of the conversations I have with brands and commissioners still treat creator talent as interchangeable and an afterthought to campaigns. As if the appeal is the number, not the person behind it. That thinking misses the point entirely.
The creators who are building the most durable careers are the ones asking harder questions. Instead of “how do I grow my following?” but “what do I want this attention to build and what do I stand for?” These lead to very different outcomes, where one keeps you on the content treadmill. The latter opens doors to ownership, authority, and longevity – and ultimately, audience trust as a strong foundation. Creator accounts are no longer just a space for brands to rent out.
What Comes Next
The careers I’m most excited about right now sit at the intersection of Creators, Founders and Community Builders. Talent who are building brands that outlive their latest upload, writing books that expand their cultural footprint, hosting stages and leading live experiences that deepen their relationship with their audience beyond the scroll.
As a talent manager, my job has evolved too. At SHFT, we’re no longer just placing talent in partnerships – we’re helping people architect their careers. That means longer conversations, bigger thinking, and a lot more questions about what lasting positive
impact actually looks like
