Live Nation backs Creator Nation to buy and build creator-management firms

Live Nation will bankroll Creator Nation, a new company built to buy and scale creator-management firms, with its first deals expected in the coming months.

The concert promoter confirmed the backing on 1 October. Live Nation will act as Creator Nation's capital partner and strategic backer, although the size of its commitment was not disclosed, according to Music Business Worldwide.

Creator Nation was co-founded by Scott Fisher and Alexis Fisher. The pair have worked in the creator economy for 15 years, a business built around online personalities who earn money from videos, posts, live appearances and the products they sell.

The plan is a roll-up, the industry term for buying several smaller firms and bringing them together under one owner. Creator Nation will acquire creator-management companies as well as adjacent businesses, then provide shared support across content, commerce, brand partnerships and live experiences.

The stated aim is to help creators turn followers into lasting fans and build longer-term businesses, according to Live Nation. That includes expansion into touring, commerce and brands.

Scott Fisher founded Select Management Group. The company represents more than 500 creators with a combined audience of over one billion followers. It also co-produces the Hulu series The Secret Lives of Mormon Wives and co-created the consumer brands Hairitage and Sacheu. Select Management Group was fully acquired by Propagate Content in 2025.

Alexis Fisher founded Timeline Management, which works across music and creator management, branding and touring. Timeline has had Live Nation's backing since 2024. It will continue to operate separately from Creator Nation.

What makes this stand out is the live link. Most creator deals centre on posts and sponsorships. Here the pitch puts concerts, tours and in-person events alongside them from the start.