Latest / Influencer Marketing with Fexingo: Creators, Sponsorships, and Modern Endorsement Deals / Why Creators Are Buying Their Own Photo Studios
Transcript
- Lucas: So there's a number that's been stuck in my head all week, and it's five hundred thousand dollars. That's what a mid-sized creator in Los Angeles just spent on their own photo and video studio. Luna: That's a serious chunk of change. I mean, is this the new flex in the creator economy or are they actually making money on this? Lucas: That's exactly the question. For years, creators rented studio space by the hour or by the day. But now, we're seeing a wave of top influencers buying or building their own permanent studios, and it's changing the economics of content creation. Luna: So what's driving this shift? I imagine it's not just about having a nicer backdrop for your Instagram stories. Lucas: Right, it's about control and cost. When you rent a studio in LA, you're looking at anywhere from two hundred to five hundred dollars an hour for a decent space. If you're posting daily and shooting multiple campaigns a month, that adds up fast. Some top creators are spending tens of thousands of dollars a month just on studio time. Luna: And then there's the scheduling nightmare. You're at the mercy of whoever else wants the space. Lucas: Exactly. And in this business, timing is everything. If a brand comes to you with a campaign that needs to go live in forty-eight hours, you can't always get the studio you want. So owning your own space gives you that flexibility, but it also comes with a ton of overhead. Luna: Overhead like what? I'm assuming rent, utilities, equipment maintenance, insurance... Lucas: All of that, absolutely. But the creators we're talking about are doing the math and deciding it's worth it. Take someone like Emma Chamberlain, who's been a pioneer in this space. She built her own studio years ago, and it's become a key part of her brand. Luna: I remember seeing behind the scenes content from her studio. It's very much her aesthetic, which is a huge part of the appeal. You get to create a space that's on-brand, not a generic rental. Lucas: Exactly, that's another big factor. When you own the space, you can design it to match your visual identity perfectly. That's something you can't do in a rental, and it shows in the content. Luna: So it's not just about cost, it's about creative control. But I'm curious, how does this actually pencil out? I mean, five hundred grand is a lot to recoup. Lucas: Let's break it down. Say you're a creator with two million followers, and you're pulling in, conservatively, fifty thousand dollars per sponsored post. You're posting maybe four times a month with brand deals, so that's two hundred thousand in monthly revenue. If you're spending fifteen thousand a month on studio rentals, that's over seven percent of gross revenue going to the space. Luna: Right, so if you own the studio, that's money back in your pocket. But you also have to factor in mortgage or loan payments, utilities, maybe hiring a studio manager. That could easily run ten to twenty thousand a month as well. Lucas: So the savings aren't immediate, but they add up over time. And the key is, you're building equity in an asset. That's a huge difference from renting, where you're just bleeding money with nothing to show for it. Luna: And not to mention, you can rent out your studio to other creators when you're not using it. That's another revenue stream. Lucas: Exactly, some creators are doing that. They become mini studio landlords themselves. But there's also a risk of getting distracted from their core content. That's something we should talk about. Luna: Before we dive into that, I have to say, Lucas, these conversations we have on the show, I always walk away with at least one idea I actually use in my own work. And I know our listeners feel the same way. Lucas: Honestly, that's the best compliment. And if today's episode gave you something useful, you know, if it was worth a coffee to you, that's the link — buy me a coffee dot com slash fexingo. It's a tiny gesture, but it genuinely keeps this show going without ads. Luna: Yeah, it's a small thing that makes a big difference. We're just two people who love talking about this stuff, and listener support is what keeps it ad-free. Lucas: So, back to the studio trend. There's a real tension between running a production facility and actually creating. A studio isn't just a room with lights; it's a business to manage. Luna: So how do creators avoid turning into full-time studio managers? Lucas: That's a great question, and I think the smart ones are hiring. They're bringing in studio managers, production coordinators, even in-house editors, so they can stay focused on the creative work that got them there in the first place. Luna: So it's not just about owning a space, it's about building a production company. That's a whole different beast. Lucas: Right, and it's not for everyone. A lot of creators are perfectly happy renting and keeping things lean. But for those who are scaling, owning a studio can be a smart vertical integration move. Luna: Vertical integration, that's a term you don't usually hear in the same sentence as influencer. But it makes sense. They're controlling more of the production pipeline, which means more control over quality and cost. Lucas: And that's exactly what we're seeing with bigger names like MrBeast. He's built entire production facilities, not just a studio. But he's also at a scale where that investment pays off in massive ways. Luna: For the average creator with a million followers, is a studio a smart move or a vanity project? Lucas: For most, I'd say it's premature. The math only works if you're producing a high volume of content and have a diversified revenue stream. If you're just doing a few sponsored posts a month, renting is still the way to go. Luna: So what's the tipping point? Where does it start to make sense? Lucas: Analysts I've talked to say you need to be spending at least ten thousand dollars a month on studio rentals or equivalent production costs. That's when owning starts to look like a break-even or better proposition within two to three years. Luna: And there's also the tax angle. Depreciation on the equipment and the building can be a nice write-off. Lucas: Absolutely. For creators in higher tax brackets, that's another significant financial benefit that goes beyond just saving on rental costs. Luna: But you mentioned the risk of getting distracted. Can you elaborate on that? Lucas: Sure. When you own a studio, there's pressure to use it, to justify the expense. That can lead to overproducing, churning out content that's not authentic just to fill the space. And that's a dangerous trap for creators, because authenticity is their currency. Luna: So it's about balancing the business with the art. That's a tightrope walk. Lucas: It is. And some creators are finding that owning a studio actually enhances their creativity. They have a space that's truly theirs, where they can experiment without the clock ticking. But for others, it becomes a burden. Luna: I've also heard that some brands are starting to look for creators with their own studios, because it signals professionalism and reliability. Lucas: That's a great point. Having a studio can be a differentiator in pitch meetings. It shows you're serious about your craft and you have the infrastructure to deliver high-quality content consistently. That might justify higher rates. Luna: So it's not just a cost-saving move, it's an investment in your brand's credibility. Lucas: Exactly. And as we move into the second half of 2026, with brands being more careful about where they spend their marketing dollars, creators who own their production are going to have a competitive edge. They can offer faster turnarounds and more creative flexibility. Luna: So what's the takeaway? Should every serious creator be looking into buying a studio? Lucas: Not every creator, but it's a serious strategic move for those at the top. It's about shifting from being a content creator to being a media business owner. And that's a mindset shift that's happening across the industry. Luna: It's like the creator economy is growing up. We're seeing more entrepreneurship, more long-term thinking. Lucas: Absolutely. And it raises an interesting question: what's next? We've seen creators buy their own agencies, their own analytics firms, their own studios. What's the next asset class they'll move into? Luna: I have a feeling we'll be covering that in a future episode. Lucas: Indeed we will. For now, I think the key is that owning a studio is a powerful tool, but it's not the end goal. The goal is still to create content that resonates. The studio is just a means to that end. Luna: Well said. And on that note, thanks for having this conversation with me. Lucas: Always a pleasure. And if any of this sparked an idea for your own work, you know where to find us.