What's Happening?
Influencer-led production companies are increasingly establishing and expanding their operations in Burbank, California, a city historically known for major studios like Disney, Warner Bros., and Universal Pictures. Smosh Productions, for example, recently
moved into a 32,000-square-foot facility to accommodate its programming needs, producing up to 10 hours of internet content weekly across five channels. Other notable influencer companies, including Rhett McLaughlin and Link Neal’s Mythical Entertainment and Alan Chikin Chow, have also expanded their production footprints in the city. This growth in internet content production is occurring even as the overall number of on-location shoot days in Los Angeles has declined. Digital productions saw a 47% increase in shoot days in the second quarter compared to the previous year, according to FilmLA, a nonprofit tracking local filming. Burbank's community development director, Patrick Prescott, notes that the creator economy has fueled some of the city's entertainment employment growth over the past six years.
Why It's Important?
This shift signifies a significant evolution in the U.S. entertainment industry, with digital content creators becoming major players in physical production spaces. The influx of influencer studios into Burbank is helping to fill a void left by declining traditional film and TV production, providing new economic activity and job opportunities. While traditional media production faces challenges, the creator economy demonstrates resilience and growth, contributing to the local economy through equipment rentals, supply purchases, and job creation. This trend also highlights a changing landscape for talent, 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 draft new media-specific contracts. The ability of these creators to operate with less bureaucracy and maintain a steady content output is a key factor in their success, offering a model that traditional studios are beginning to emulate or partner with.
What's Next?
The expansion of influencer studios is expected to continue, with more creators seeking dedicated production spaces. This trend could lead to further integration between traditional media and the creator economy, as evidenced by recent deals between Mythical Entertainment, Alan Chikin Chow, Dhar Mann Studios, and major platforms like Netflix, Disney, and Fox Entertainment. These partnerships suggest a future where digital-first content is increasingly distributed across mainstream channels. However, the disparity in compensation and unionization between traditional and new media jobs will likely remain a point of contention, potentially leading to increased efforts by unions to organize digital content workers. The demand for flexible industrial spaces in areas like Burbank's Airport district is also anticipated to grow, influencing real estate markets and urban planning in entertainment hubs. The long-term impact on the overall media landscape will depend on how these evolving production models and labor dynamics stabilize.
Beyond the Headlines
The rise of influencer-led production in Burbank reflects a broader cultural and economic transformation driven by digital platforms. It challenges the traditional hierarchical structure of Hollywood, empowering individual creators and smaller teams to produce high-volume content with agility. This shift also brings into focus the changing nature of celebrity and audience engagement, where direct connections with fans often supersede traditional gatekeepers. Ethically, the prevalence of non-union, lower-paying jobs in this sector raises questions about labor standards and fair compensation in the evolving entertainment industry. Legally, the development of new contracts for digital media workers will be crucial in defining the rights and protections for this growing workforce. Culturally, the content produced by these studios, often characterized by rapid trends and direct audience interaction, is shaping new forms of storytelling and consumption, potentially influencing the creative direction of mainstream media in the long run.
