Candle Media co-CEO Kevin Mayer and Medialink chief Michael Kassan offer a 30,000-foot view of making deals and building businesses in the emerging "creator economy" during the SXSW 2022 conference keynote session. The industry veterans also discuss the entertainment industry's changing economics and offer a few predictions for the future.

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The Atlas Entertainment chief details the 13-year journey to bring the popular PlayStation video game to life on the big screen as the start of a family-friend adventure franchise. The producer -- who made his name with on big-budget blockbusters such as “The Dark Knight” trilogy, “Suicide Squad” and “Wonder Woman” -- discusses the evolving landscape for the film business as the streaming revolution takes root. “I'd certainly rather have a buoyant market than a market where there’s no money to make movies,” he says. 

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CEO Scott Greenberg and COO/president Melody Hildebrandt discuss how they've built an NFT-focused unit within the Fox conglomerate, exploring the disruptive potential of digital ownership for properties as varied as "The Masked Singer," WWE and SXSW.

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Kara Dioguardi is a songwriter, producer, music publisher, former artist, scholar, advocate for creators, two-season “American Idol” judge, label executive and talent scout. Her latest discovery: newcomer Gayle, whose “ABCDEFU” is a No. 1 radio hit. She looks back at her road to success, and ahead to a future where tech is working for creators as opposed to underpaying them.

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The media veteran who took the reins of Mattel in 2018 outlines the toymaker’s recent turnaround strategy and his focus on mining the IP value locked up in Mattel’s “treasure trove” of toy and game brands. Kreiz is drawing on his deep background as a TV and digital entrepreneur (Fox Kids Network, Endemol, Maker Studios) to guide Mattel through new creative partnerships with Margot Robbie, Tom Hanks, Greta Gerwig, Lena Dunham, Vin Diesel, among other notable stars. Kreiz has grand ambitions of building a Marvel-like universe out of Mattel’s family friend assets. “We’re not making movies to sell more toys,” Kreiz says. “We’re making movies people want to watch.”

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Prem Akkaraju is leading the charge to transform Peter Jackson and Fran Walsh’s Weta Digital visual effects firm into a full-fledged production company delivering original content. Akkaraju explains how the New Zealand-based Weta businesses have evolved during the past two years and where they see opportunity for the company in the increasingly crowded entertainment marketplace. 

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After holding top posts at Def Jam and Warner Music and managing Mariah Carey and D'Angelo, Kevin Liles went back into the label world a decade ago as co-founder of 300 Entertainment — which was sold to Warner for a reported $400 million in December, after scoring big hits with Megan Thee Stallion, Young Thug and Gunna. He talks about his career, what's next for him and 300, and Mary J. Blige's new album and Super Bowl Halftime appearance. 

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A new video-streaming service targeting senior citizens is betting that advertisers will finally wake up to the purchasing power of a demographic Madison Avenue has largely ignored. CEO Jerry Goehring explains how Saltbox TV customizes its product to meet the unique needs of a very big but underserved market. 

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Rachel Ghiazza, Audible's U.S. head of content, discusses content strategy amid podcast competition on Variety's Strictly Business podcast.

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Laura Miele, chief operating officer of Electronic Arts, details how the video game giant is leveraging disruption to expand the reach and appeal of gaming. The 25-year company veteran, who helped launch EA’s long-running partnership with Lucasfilm on “Star Wars” titles, explains how EA works best with Hollywood IP and how gaming fits into the streaming wars. “I love (the) position that games have. It's incredibly engaging. It is interactive. And it's very social,” she says.  

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