Creators find their second act with YouTube — as employees

How can creators maintain career sustainability? For some, that answer is going corporate.

Kovalakides’ transition into the corporate YouTube world has allowed him to better understand the struggles creators face. Revenue is a constantly moving target, unlike the reliable paycheck of a YouTube employee. Putting yourself out there every day online can be an exhausting emotional journey. “I try to convey the experience of that to YouTube, the company, as much as I can,” he says. The company can have an adversarial role with its creators, who feel the impact of platform changes more acutely than anyone else.


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