Latest / Influencer Marketing with Fexingo: Creators, Sponsorships, and Modern Endorsement Deals / Why Creators Are Buying Their Own Fan Conventions
Transcript
- Lucas: So Luna, you know that moment when your favorite YouTuber announces they're doing a live show, and you immediately start checking flight prices? Luna: Every single time. And honestly, I've flown across the country for a meet and greet before. No regrets. Lucas: Right. Well, now imagine that but scaled up. Not just a theater, but an entire convention center. That's what a growing number of top creators are doing—they're launching their own fan conventions. We're not talking about appearing at Comic-Con or VidCon. We're talking about creators renting out venues, booking their own panelists, selling their own tickets, and keeping every dollar that comes in. Luna: So they're cutting out the middleman entirely. What does that actually look like in practice? Lucas: I'll give you a concrete example. A beauty YouTuber with around eight million subscribers recently did a two-day 'Glow Up' convention in Los Angeles. They sold roughly twelve thousand tickets at an average of ninety dollars a pop. That's over a million dollars in ticket revenue alone, before you count VIP add-ons, merchandise, and photo ops. And the venue cost? Maybe two hundred thousand for the weekend. So the margins are pretty eye-popping. Luna: Okay, that's a serious chunk of change. But isn't the risk also huge? What if nobody shows up? Lucas: Oh, absolutely. You're essentially betting on your own pull. If you overestimate demand, you're stuck with a massive venue bill and a lot of awkward empty seats. But the creators who are doing this well aren't just guessing. They're using their data—engagement rates, merch sales, even how quickly their last tour sold out—to pick cities and venue sizes. And they're starting small, testing with one-day events in a couple of cities before scaling. Luna: Makes sense. So it's like they're applying the same direct to consumer playbook they use for merch, but for live experiences. Lucas: Exactly. And that's the key shift here. For years, creators relied on third-party event organizers to handle the logistics, and they'd get a fee or a percentage. Now, with tools like ticketing platforms and venue booking services becoming easier to use, the barrier to entry has dropped. A creator with a million loyal fans can pull this off without needing a big agency behind them. Luna: But I imagine it's not just about the ticket revenue. What's the real upside for them? Lucas: The real upside is owning the relationship with your most engaged fans. When you run your own convention, you control the entire experience. You decide which sponsors come in, what the panels are about, even the layout of the vendor hall. And you get to capture data on every attendee—something you never get when you appear at someone else's event. That data becomes gold for future product launches or even a subscription community. Luna: So it's not just a revenue stream, it's a strategic asset. But what about the fans? Are they getting a better experience, or is it just a money grab? Lucas: That's the million-dollar question. When done right, creator-led conventions feel more intimate and authentic. The creator is fully invested, so they're more likely to deliver a polished show. But there's also a flip side—if the creator is clearly just chasing revenue, fans can smell it. And a bad convention experience can damage the very relationship you're trying to strengthen. Luna: Right. I've seen some creators get backlash for charging two hundred dollars for a meet and greet that was basically a handshake and a photo. If you're going to charge premium prices, you need to deliver premium value. Lucas: Absolutely. And that's why the best examples are the ones where creators are partnering with professional event planners, but keeping creative control. They're not just slapping their name on a generic convention. They're curating everything from the panel topics to the snack vendors. Luna: So is this trend limited to the mega-influencers, or can mid-tier creators get in on it? Lucas: It's definitely trickling down. I've seen creators with as few as two hundred thousand followers pull off successful one-day events in smaller cities. They might only sell five hundred tickets, but the margins are still solid because their costs are lower. And for them, it's not just about the money—it's about deepening the bond with their superfans, the ones who buy every piece of merch and comment on every post. Luna: That makes sense. And I guess it's also a way to diversify income beyond brand deals and ad revenue, which can be unpredictable. Lucas: Exactly. A lot of creators are tired of the algorithm controlling their income. A convention is a tangible, owned asset. You're selling a ticket to a real-world experience, and the only algorithm that matters is whether people actually show up. And the upside isn't just the ticket sales—it's the long-term loyalty that comes from a fan who met you in person and walked away with a great memory. Luna: So what's the downside for the traditional convention industry? Are they feeling the pressure? Lucas: They're definitely paying attention. Big organizers like ReedPop and Informa have been acquiring niche events for years. But creator-led conventions are eating into a slice of the pie that was never really theirs—the hyper-loyal, community-based events. These are the shows where fans aren't just browsing; they're there specifically to see one person. So the traditional players are starting to offer more creator-focused packages or even partner with creators to co-produce events. Luna: I saw that a gaming streamer recently did a mini-convention at a hotel ballroom in Austin, and it sold out in like two hours. The panels were pretty low-key, but the energy was incredible. People just wanted to be in the same room as their favorite creator and chat with other fans. Lucas: That's the secret sauce. It's not about the scale—it's about the community. And that's something you can't fake. A creator who genuinely cares about their audience will put on a better event than a corporate organizer who's just chasing ticket sales. Luna: And speaking of caring about the audience, I imagine the planning process is a huge test of a creator's skills. It's one thing to make a video, but managing logistics, vendors, and security is a whole different beast. Lucas: That's where a lot of them stumble. You'll see creators who are brilliant on camera but completely out of their depth when it comes to event ops. That's why the smart ones are hiring experienced event planners or partnering with companies that specialize in creator events. They know their strengths, and they're not too proud to ask for help. Luna: So is there a risk of market saturation? If every creator with a big following starts their own con, won't fans get fatigued? Lucas: That's a real possibility. But I think the market will self-correct. The creators who do it well will thrive, and the ones who treat it as a cash grab will fizzle out. Fans are smart—they'll vote with their wallets. And honestly, there's something special about a well-executed fan convention. It's a chance to connect in a way that social media just can't replicate. Luna: I completely agree. There's nothing like that feeling of being surrounded by people who love the same thing you do. It's like a family reunion, but with better merch. Lucas: Exactly. And I think that's the core reason this trend is here to stay. It's not just about the money—although the money's good. It's about ownership. Creators are realizing they don't have to be guests in someone else's house. They can build their own house, invite their fans over, and control the whole experience. Luna: That's a great way to put it. And on that note, if you're listening and you've ever thought about starting your own fan event—or if you just enjoy hearing about the business side of the creator economy—we'd love to hear your thoughts. And hey, if this conversation has sparked something you've actually used, and you want to keep us going ad-free, you can support the show at buy me a coffee dot com slash fexingo. It's a small gesture that genuinely helps us keep making episodes like this. Lucas: Yeah, no pressure at all. Just knowing people are listening is enough. But if you do want to chip in, that link is buy me a coffee dot com slash fexingo. And we're back to the topic—so let's talk about one more thing: the rise of multi-city tours. Luna: Oh, that's a good point. I've noticed some creators are taking their conventions on the road, hitting five or six cities in a few months. Lucas: Right. And that's a whole other scale of ambition. You're not just renting one venue—you're coordinating across markets, which means dealing with different regulations, different fan bases, and different logistics. But the upside is huge. A successful tour can generate millions in revenue and solidify a creator's status as a live entertainment brand. Luna: I guess it also helps with discoverability. You might tap into fans who couldn't travel to a single location, but are happy to drive an hour to a nearby city. Lucas: Exactly. And that's why some creators are even teaming up with each other for joint events. You get two fan bases converging, and the energy is even higher. It's like a mini-festival. But that also adds complexity—you have to manage multiple egos and schedules. Luna: Sounds like a logistical nightmare. But if they pull it off, the payoff must be incredible. Lucas: It can be. There was a recent example where two YouTubers, one in gaming and one in lifestyle, co-hosted a weekend event in Chicago. They sold about eight thousand tickets, and the cross-promotion brought in a ton of new fans for both. It's a smart play if you can find the right partner. Luna: So what's the next evolution? Are we going to see creators buying their own convention centers? Lucas: Maybe not buying outright, but there's already talk of creators investing in event spaces or partnering with venues for long-term deals. The goal is to lock in capacity and reduce costs. Some are even exploring hybrid models, where the convention is live-streamed to virtual attendees. That opens up a whole new revenue stream—you can sell a virtual ticket for a fraction of the price and reach fans who can't be there in person. Luna: That's smart. It's like the digital version of a meet and greet. And honestly, I'd pay for a virtual panel with my favorite creator if I couldn't make it to the live event. Lucas: Exactly. And that's the beauty of this trend—it's not just about the physical event. It's about creating a comprehensive fan experience that spans online and offline. The creators who crack that code will be the ones who define the next era of the creator economy. Luna: Well, I'm definitely going to keep an eye on this space. I think we're just scratching the surface of what fan conventions can be. Lucas: Agreed. And if you're a creator listening, the takeaway is simple: your fans are your most valuable asset. Nurture them, give them unforgettable experiences, and they'll stick with you for the long haul.