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Since content creators continue to grow fame and influence, traders learned that they are not considered to be traditional aspects of brand security.
In the current landscape of creating online content, AMP is one of the hottest names in the game. The creator of the team, whose name means any possible means, includes the popular influences of Kai Cenat, Davis “Imdaviss” Dodds, Duke Dennis, Din “Agent 00” Muktar, Roberto “Fanum” Gonzalez and Christopher “Chrisnxtdoor” Dimbo. Thanks CENAT’S meteoric rise to jerk and killed A guest performance of celebrities Last year, AMP monitoring across platforms dealt with tens of millions, which seized a team and its members to sign sponsorship with brands such as prizepicks and Bang Energy.
“They are such a good partner because they give us so much creative controls of what is happening,” Dodds said, talking about Bang Energy sponsorship. “Honestly, they just want to know the general idea, and if they deal with it – which they always do to a large extent – then they are here to support, which is amazing, because it really gives us the opportunity to keep us back.” way.”
The content of AMP has become known for its frenetic, whatever sometimes spins into potentially controversial areas, with team members and their guests sometimes pretending to fight against each other or refer to drug use or sexual topics. Despite these sharper elements, however, AMP has not received a single complaint from a sponsor or partner about the brand’s safety.
“No company has ever had a problem with any content we made live,” Dodds said. “I can’t emphasize enough: it’s really important to have a partner who trusts you and you trust.” No company I personally worked with has ever seen any content and was like, “Oh, God, that’s too crazy for us.” “
A more relaxed approach
The phenomenon of popularity of AMP among fans and advertisers reflects how the brands generally released their approach to brand safety in the creator in the past year. Traders are no longer displayed in meetings with content creators with a fixed idea of how they want to be integrated into their content; Instead, they give reins to the creators to exactly decide how to appear for the better or worse.
“The brands have learned that when it comes to the creator, you can’t really tell them exactly what to say – you don’t want them to read something from the script, you want it to get naturally,” said Barnett, gaming guidance on the marketing arm, Omnicom agency. “Do you want to believe that these creators have these massive audiences and know how to talk to them.”
In recent years, the nervous or toxic nature of the content of some creators and concern For brands, with creators like pewdiepie Actively losing a brand agreement After publication of controversial videos. In 2024, AMP partnership seemed to have not been influenced by its occasional flirting with controversy, with collective provision of sponsorship, such as the above -mentioned Bang Energy and Prizepicks trades. (Bang Energy did not respond to requests for comment and prizepicks refused to express himself.)
Other creators, such as Faze Clan members, actually leaned towards controversy to attract sponsors. ESports recurrence Last year under the new leadership, with an explicit goal of return to their roots as nervous, in the face of Creator Collective. Since then has signed a multi -year sponsorship agreement with brands such as G fuel and Recalculation – Even after involving controversial activities, such as Public urination on award -winning trophies and Donald Trump’s approval. (A representative of the Faze clan responded to Digiday but was unable to return the comment request before publishing this story.)
Exchanging values
One of the reasons why traders have alleviated in concern about the brand’s security at content creators is that the online audience is more involved in how and why sponsorship actually works.
“Everyone is more subtle media and is more willing to look at both sides of the relationship,” said Pete Basgen, Global Gaming and Esports for WPP Agency WaveMaker.
Nowadays, more fans naturally understand that sponsorship represents a transaction between the creator and the advertiser, rather than some moral or ethical alignment between them. Although something happens that hurts their perception of the creator, it is less likely that the sponsors of this creator will consider these negative feelings.
“The changing demography of buyers has also accelerated it,” said Joshua Nino, CEO of Influencer News Publication and Brand Consultancy Dexerto. “When more people enter the workforce that has grown up around the culture of influencers, it is more likely that this type of marketing has been exposed to and understand that it is part of creating great marketing. I would expect that there are those who internally accuses that it is okay to relax the relaxed access. ”
For traders who actually understand the nature of online fandom in 2025, potentially controversial or nervous approaches to content could feel more of a function than a mistake. Although the controversial content could turn off a certain part of any audience, fans of online content creators generally flock into groups that feel they are pushing an envelope like AMP. Although nervous approach may come with a risk, it is also a source of popularity of many creators.
“It is an age where brands can discover new parties of their personalities through interaction on social media and relationship with creators,” Nino said. “In fact, opportunities are omitted when trying to control every detail on the market where the rapid pace and unpredictability of entertainment is part of the attraction for fans.”