What I Learned from Creatorverse by Amplify and SXSW Sydney

SXSW Sydney is the Asia-Pacific expansion of the internationally renowned South by Southwest (SXSW) festival. Known for blending tech, music, film, and culture, the event offers a space where creators, entrepreneurs, and innovators come together to explore future trends and build meaningful collaborations. At the heart of the 2024 edition was Amplify’s Creatorverse, a key session dedicated to the creator economy and packed with actionable insights on how to grow personal brands and master platforms.

Creatorverse by Amplify and South by Southwest SXSW Sydney opened my eyes. I stepped into a space where creators, entrepreneurs, brands, marketers, and visionaries shared their experiences, strategies, and stories. It became clear that if you want to thrive in the creator economy, you need to master more than just content creation—you need to understand platform mechanics, connect authentically with your audience, and build your personal brand.

With creators like Kat Clark, Chebbo, and Georgia McCudden proving that age or background isn’t a barrier, this session offered actionable insights for every creator aiming to turn passion into profit. Below are the key takeaways that can elevate your presence and unlock your potential as a creator.

Want to know more about the Creator Economy? Read the full article Embracing the Creator Economy to understand it.

Key Takeaways from the Creatorverse at SXSW Sydney

1. Be Entertaining – Content Must Captivate

If your content doesn’t engage, it’s invisible. Information alone won’t suffice—today’s audience craves experiences that make them laugh, think, or feel deeply. Emotions drive visibility, so each post or video must evoke something memorable to cut through the noise. Think of your content as a mini-show that provides value beyond just facts.

“Creating should be as natural as drinking water.” Tom Maynard from Amplify

This underscores the importance of consistency and authenticity—when you integrate content creation into your everyday life, your audience senses it. Effortless, genuine content fosters trust, making it easier to build a loyal following.

2. Play the Platforms – Algorithms Are the New Gatekeepers

Understanding each platform’s algorithm is essential for creators who want to stand out. Social media platforms like TikTok, Instagram, and YouTube reward creators who know how to “play the game” by aligning their content with platform trends. Success requires optimising posts with the right timing, format, and tags—not just posting randomly.

“The biggest mistake is when the creator is not creating content for the platform” Elle from TikTok.

This isn’t about manipulating the system but about working with it to maximise reach. Different platforms favour different types of engagement: TikTok boosts viral challenges, while Instagram prefers visually appealing posts. Learning these nuances is key to building sustained visibility across multiple channels.

Want to know how to create better content? Read Make Art Not Just Content.

3. Short-Form Videos Grab Attention

Short-form content, such as Instagram Reels and TikToks, offers a quick and effective way to engage viewers. With attention spans shorter than ever, a compelling 15-second video can leave a lasting impact. These bite-sized pieces of content are also highly shareable, making them essential for growing your reach.

Short-form videos work especially well as entry points to your brand. If people enjoy a snippet of what you do, they’ll likely explore more, eventually engaging with your long-form content. This makes short-form video a powerful tool for visibility and brand discovery.

4. Long-Form Content Builds Loyalty

While short-form videos attract attention, long-form content builds meaningful relationships. Podcasts, vlogs, and in-depth tutorials allow creators to offer deeper value to their audiences. Over time, these longer formats help establish trust and loyalty, as viewers connect with the creator on a more personal level.

Loyal audiences become the bedrock of a successful brand, engaging with and promoting your content organically. As highlighted at SXSW Sydney, creators who cultivate these deeper connections are better positioned to achieve long-term success, even as platform trends shift.

Like what you’re reading? Follow or connect with Crom Salvatera on LinkedIn to get more digital insights.

5. It’s About YOU Too – Personality is Key

Your ideas are only as valuable as the personality behind them. In a crowded creator space, your personal story becomes your most powerful differentiator. People want to connect not just with content, but with the individual behind it.

Chebbo pointed out that the ideas are not enough, the personality needs to be bright to build a community. He build the community so big that when he opened his own burger joint it was booked out for weeks.

Kat Clark’s journey is also a case in point. She turned a personal challenge—her daughter’s eczema—into a thriving business by involving her audience throughout the process. As Kat shared at SXSW Sydney, “We were packing products in my living room.” This transparency not only built trust but also transformed her audience into loyal customers.

6. The Right Audience Wants You to Win

Once people invest time in your content, they become emotionally invested in your journey. A true community doesn’t just watch you grow—they actively cheer you on. This support can translate into higher engagement, brand advocacy, and sales.

The Creatorverse discussions stressed the importance of nurturing these relationships. When you involve your audience meaningfully, they don’t just become followers—they become partners in your success.

7. Your Audience Sees You as a Friend

Audiences today want to engage with creators on a personal level. It’s no longer just about content consumption—it’s about being part of someone’s daily routine. Whether it’s replying to comments or sharing behind-the-scenes moments, these small interactions create lasting bonds.

8. Perspective Matters – Numbers Tell a Bigger Story

It’s easy to dismiss 40,000 views as a small number, but think of it this way: that’s the size of a stadium full of people watching you. Perspective is everything—each follower or viewer represents a real person engaging with your content. (Georgia McCudden).

This mindset helps creators stay motivated. Every like, comment, and share is a step toward something bigger. Never underestimate the power of building gradually and authentically.

9. Mature Creators Are on the Rise – It’s Never Too Late

The creator economy isn’t just for young influencers. Mature creators are finding success by leveraging their life experiences and unique perspectives. 

Whether you’re pivoting careers or starting a passion project later in life, there’s space for every voice in the creator economy. It’s proof that age is no barrier—your story matters, and there’s always an audience ready to connect with it.

10. Podcasts Are Essential – Join the Conversation

Podcasts are becoming the new radio, offering creators a platform to connect deeply with their audiences. These long-form conversations create opportunities for sponsorship, product launches, and long-term engagement. If you’re not already in the podcast space, it’s time to explore it.

At SXSW Sydney, podcasts were highlighted as essential tools for creators looking to diversify their content. With their growing popularity, podcasts provide a unique way to build credibility and foster lasting relationships with listeners.

11. Creators Are Building Empires – Control Your Brand

Today’s creators are no longer just influencers—they’re entrepreneurs building full-fledged businesses. From launching merchandise to developing personal product lines, the tools to create wealth and independence are more accessible than ever.

Rather than relying solely on brand deals, creators are now launching their own brands and developing direct relationships with their audiences. The shift toward creator-owned businesses signals a new era, where creators have full control over their brand and revenue streams.

Case Study: Kat Clark’s Success Story

Kat Clark (770K Instagram followers) turned a personal journey into a successful business. Struggling to find relief for her daughter’s eczema, she developed her own product line and shared every step with her followers. The transparency paid off—her first product launch sold out on day one.

Reflecting on her experience, Kat shared:
“If I could do it all again, I’d start my brand earlier. Building a business from your creator brand is really hard, and we were packing products in my living room.”

Her story underscores one crucial point: the best time to start is now.

What is SXSW in Sydney?

SXSW Sydney is the Asia-Pacific edition of the internationally renowned South by Southwest festival. The event merges the worlds of tech, music, film, and culture to create an immersive space for innovators, creators, and industry leaders to collaborate and network. This year’s event was packed with showcases, panels, and activations from top brands and creators like Kat Clark and Tom Maynard.

What sets SXSW Sydney apart from the original Austin event is its focus on regional talent and industries. By offering a platform for Asia-Pacific creatives to connect with global audiences, SXSW Sydney is quickly becoming a hub for collaboration and innovation across multiple industries.

What are the Four Pillars of SXSW Sydney?

The four pillars of SXSW Sydney 2024 are Technology, Music, Film, and Culture, each representing the diverse interests of the attendees and participants. These areas provide a framework for programming that includes panels, concerts, workshops, and networking events.

  • Technology: Sessions on topics like AI, fintech, and gaming explored cutting-edge developments and the future of digital marketing.
  • Music: The event celebrated musicians from various genres through live performances and networking opportunities.
  • Film: Filmmakers showcased their work and discussed the changing landscape of cinema and streaming.
  • Culture: From fashion shows to social impact discussions, the cultural aspect of SXSW Sydney added depth to the event, highlighting the importance of diversity and creativity in shaping the future.

Why is SXSW a Big Deal?

SXSW is a big deal because it provides a platform where creativity, technology, and commerce intersect. For decades, it has been the birthplace of breakthrough ideas, products, and careers, helping startups, artists, and filmmakers launch to global recognition. It’s not just a festival—it’s a movement that continues to shape trends across industries.

In Sydney, SXSW brings this influence to the Asia-Pacific region, allowing regional talent to shine on a global stage. By creating spaces where ideas flow freely between industries, SXSW becomes a breeding ground for innovation, making it a must-attend event for anyone looking to stay ahead of the curve.

What is SXSW Concert?

An SXSW concert is more than just a music performance—it’s an opportunity for discovery, collaboration, and networking. Whether in Austin or Sydney, the concerts feature a diverse lineup of musicians, offering both established and emerging artists the chance to perform before influential audiences. These shows have a reputation for being career-launching moments for many musicians.

At SXSW Sydney, the concert series celebrated both local and international talent. These performances were integrated with the broader festival programming, creating connections between music, tech, and media professionals. This blend of art and industry embodies the spirit of SXSW, where discovery and creativity meet in every interaction.

The Time to Build is Now – No More Waiting

If you’ve been waiting for the perfect moment to build your brand, SXSW Sydney and Creatorverse made it clear: the tools are already in your hands. Whether through short-form videos, long-form podcasts, or personal branding, your audience is ready to support you if you invite them in.

Stop waiting—start building today.

Thank You and Credits

A special thank you to Tom Maynard from Amplify for his inspiring advice on making creation second nature. Also, a heartfelt thank you to Kat Clark for sharing her journey and proving that with passion and persistence, anyone can build something extraordinary.

About the Author

Crom Salvatera is a seasoned digital marketing mentor and social media consultant passionate about empowering creators and businesses. With a focus on personal branding, social media strategy, and SEO, Crom is a big fan and believer in the creator economy.

Like what you’re reading? Follow or connect with Crom Salvatera on LinkedIn to get more digital insights.