Making Creator Headlines · Page 9
Creator Payments Finally Get an Office Instead of a Dinner-Split App
· New York time
Extreme Reach launched XR Pay for Creators on October 22, extending a payroll platform used for celebrities in advertising to online creators. The service brings onboarding, tax documents, payments and usage rights into a system for creator work. Some creators have been paid by agencies and brands through Venmo or Cash App, according to the reporting. Those tools can move money, but a campaign can also involve paperwork and rights that do not fit neatly into a payment note. XR's service addresses the administrative side of an industry that increasingly treats creators as professional advertising talent. The contrast is difficult to miss: a brand may hire a creator to reach a large audience, then pay that person through the same kind of app used to settle a restaurant bill. The new service gives the transaction a more formal home. The creator economy may still run on personality, but its paperwork would like a desk.
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