What's Happening?
Burbank, California, traditionally known for major studios like Disney, Warner Bros., and Universal Pictures, is experiencing a significant shift as influencer-led production companies increasingly establish and expand their operations within the city.
Companies such as Smosh Productions, Mythical Entertainment, Alan Chikin Chow, and Dhar Mann Studios are deepening their roots in Burbank, occupying flexible industrial spaces and even purchasing large production campuses. Smosh Productions recently moved into a 32,000-square-foot facility, while Dhar Mann Studios acquired a 108,000-square-foot campus in Chatsworth for $23 million, with plans to relocate by 2027. This trend is occurring despite a general decline in traditional film and TV production activity in Los Angeles, with digital production shoot days rising by 47% in the second quarter compared to the previous year, according to FilmLA. Internet content production is identified as one of the few growth categories in the local production landscape.
Why It's Important?
This development signifies a major transformation in the entertainment industry, highlighting the growing economic power and influence of the creator economy. As traditional media production faces challenges, the influx of influencer-led companies is providing a new source of jobs and economic activity in Burbank and the broader Los Angeles area. These companies are leasing industrial spaces, purchasing equipment, and employing a significant workforce, contributing to the local economy. The shift also indicates a change in content consumption patterns, with a strong demand for digital and social media content. The ability of these creators to operate with less bureaucracy than traditional studios allows for faster content creation and a steady posting cadence, which is rewarded by platforms like YouTube. This trend also impacts the labor market, as many internet content jobs are non-union and often pay less than traditional film and TV roles, prompting organizations like SAG-AFTRA and the Motion Picture Editors Guild to begin drafting new-media-specific contracts.
What's Next?
The expansion of influencer-led production companies in Burbank is expected to continue, further solidifying the city's role as a hub for digital content creation. This growth may lead to increased competition for production spaces and talent, potentially driving up real estate values in the area. Traditional media companies are also taking note, with Mythical Entertainment and Alan Chikin Chow striking deals with Netflix, and Dhar Mann Studios partnering with Disney and Fox Entertainment. This suggests a future where the lines between traditional and digital media continue to blur, with more collaborations and content distribution across various platforms. The ongoing development of new-media-specific contracts by unions will be crucial in shaping labor standards and compensation for workers in this evolving sector. The relocation of major studios like Dhar Mann Studios to larger facilities indicates a long-term commitment to the region and further investment in the creator economy infrastructure.
Beyond the Headlines
The rise of influencer-led production in Burbank reflects a broader cultural and technological shift in how content is created, consumed, and monetized. It challenges the traditional gatekeepers of entertainment, empowering individual creators and smaller companies to achieve massive reach and influence. This phenomenon also raises questions about authenticity and the nature of celebrity in the digital age, as creators build direct relationships with their audiences. The non-union nature of much of this work, while offering opportunities, also highlights potential vulnerabilities for workers in terms of job security and benefits, necessitating new frameworks for labor protection. Furthermore, the integration of these digital-first companies into established media ecosystems, through partnerships with major studios and streaming platforms, suggests a hybrid future for entertainment where diverse forms of content coexist and cross-pollinate, reshaping audience expectations and industry practices.
