Mipcom puts creator economy ‘at very heart’ of 2025 event

Mipcom is putting the creator economy “at the very heart” of the Cannes event in October, marking a considered shift towards the rapidly expanding sector.

At a press event in Paris today, organisers RX Media unveiled what it described as “an ambitious new focus and line-up” for its 2025 edition, which runs 13-16 October.

“The creator economy marks the biggest generational shift Mipcom has ever seen,” said Lucy Smith, event director. “It is no longer emerging - it’s arrived, signaling a new era of storytelling, distribution, and monetisation.

“Everything we are staging this year has the singular focus of bringing together mainstream media and the creator economy.”

YouTube confirmed it would have its first major presence at the event in July and RX has now also confirmed that players including Dhar Mann Studios, Snapchat, TikTok and Tubi will also be in attendance in Cannes.

Agencies such as Denstu, Digitas and McCann, as well as brands ranging from Ancestry to Mattel are also due to attend, with creators represented by After Studio’s Callux, RVBBERDUCK and Kevin Tran.

RX said the MIP Creative Hub (previously known as the Producers Hub) would become a space for co-production with creators, digital studios and brands. A four-day programme of panels and matchmaking will also take place.

There will also be a Brand Storytelling Summit, bringing an international version of the strand that has run for a decade at the Sundance Film Festival, as well as an AI Summit, and the International Drama Co-Production Summit.

World premieres of Boston Blue (Paramount Global Content Distribution) and Ku’damm 77 (ZDF Studios) are also scheduled, as well as an exclusive preview screening of The Miniature Wife (Sony Pictures Television).

“Bridging the worlds of TV, tech, and creator-led entertainment, this year’s edition of MIPCOM Cannes promises to be more vibrant, diverse, future-facing and productive than ever before.” Smith added. The event drew pver 10,500 delegates from more than 100 countries last year.