In a world where influencers and content creators seem to be at the forefront, there is also a whole world behind the scenes. “Creator Economy” is the way creators can monetise their world, and there are agencies to help them; one is Clinique-Now. Founded by Mylen Yamamato Tansingco, she has spent a decade helping and building a company to help creators, even before the industry was blooming.
When I was teaching, I started inviting creators and entrepreneurs into my classroom to speak to the college students. We stayed connected afterward, and a couple of them saw something in me before I even fully saw it in myself. They gave me an opportunity to help produce a film, and that experience completely changed my perspective on where culture and entertainment were headed. When I was able to sign a fourth client, I decided to leave teaching and go all-in on talent management.
In particular, Mylen says that being in the talent space is like an extension of her time in the classroom, as the things she loved as a professor can be seen in creator management: “Helping people see their potential, develop their voice, and build systems around their growth.”
Since Mylen changed career paths, the “Creator” industry has boomed recently, but it was a different story when she started 15 years ago; it wasn’t the monster it is now. When it comes to what it was like back then, Mylen shared straight away that it wasn’t called the “creator economy” and that brands lacked awareness of influencers.
Mylen explained that back then, “Creators were building communities,” but companies didn’t understand the value of this. It was a time of experimenting, and people were learning about this new culture, including these brands. In particular, she shared one of the earliest deals they did and how it was a brand gift card exchange for YouTube content. While they didn’t have the model to understand how much the video or results were worth, she explained that if it happened now, “That deal with the amount of engagement it received from the online community would have been worth 6-figures.”
In particular, when it came to the difference to now, she shared some major changes but also a surprising similarity. “The difference today is scale. There’s more money, more platforms, and more legitimacy. But the core hasn’t changed: people still connect with humans, stories, and trust.”
Yet, with all these similarities and differences, the boom of influencers is something Mylen thought nobody expected it would reach such a scale, but she had some belief that audiences were leaning towards investing in people rather than institutions, as she explained that people wanted a connection to someone, removing the emotional and physical barriers. She also explained that the change has helped this boom as it has become more than just making content or influencing.
“We’re seeing creators launch brands, produce films, build communities, host live experiences, and shape culture in ways traditional entertainment companies used to dominate. I also think we’re entering a new era where creators have to think beyond algorithms. The future belongs to creators who build things they own and not just audiences they rent from platforms.”
This includes a rise in creators focusing on a niche that is specific to them, whether it is based on talent or expertise, which Mylen believes helps to attract audiences and brands.
Clique-Now has a huge focus on AAPI (Asian American and Pacific Islander) talent.
For Mylen, the importance stems all the way from her own upbringing in Hawaii and the representation she was surrounded by in Hawaii, where AAPIs were the majority. Yet, when she moved to the mainland US, the sudden change was shocking.
“But moving to the mainland US, representation often felt seasonal or limited to heritage moments. This culture shock sparked my desire to share more diverse voices of the AAPI community.”
Yet, it isn’t just about visibility for Mylen; it’s linked to “ownership.”
“I want AAPI stories and creative to not only be featured in culture, but to help shape and build the infrastructure behind culture — businesses, IP, platforms, communities, products, experiences. That’s how you create sustainability and generational impact. When one creator succeeds in a meaningful way, it creates a ripple effect that opens doors for the next generation of storytellers, founders, and creatives.”
One of Clique-Now’s biggest successes is Tubby Nugget.
While it’s a simple yet effective campaign, Mylen’s initial reaction to it showcases the potential from the very start, given the emotions she felt toward Tubby Nugget.
“My first reaction seeing their work was actually emotional. There was something incredibly pure and comforting about the character. In a world where so much content is loud, fast, and overstimulating, Tubby Nugget felt simple, joyful, and emotionally safe.”
It was this reaction that gave Mylen the confidence that it would become huge, with Tubby having over 14 million followers and the creators Jennie and Josh winning awards for their work. They have such a strong fan community that they have merchandise, and Tubby is sending messages of self-love to people globally.
“People are drawn to things that make them feel good, nostalgic, and connected. Sometimes the simplest ideas work because they tap into emotion immediately without overcomplicating the experience.”
This emotional connection to Tubby is something that Mylen focuses on when scouting or choosing talent, because it goes beyond content and the future is for those who want to create something special, not just post because while certain things can be taught, “Integrity, authenticity, and curiosity are much harder to manufacture.”
While Tubby was something Mylen knew would succeed, there are always risks and personal sacrifices in the industry, but she takes pride in what she and the team have built and in the talented roster at Clique-Now.
Mylen shared what she sees for the future of being a “creator.” Although it seems like everyone wants to be one and there are people ready to tear down that dream, Mylen has a positive outlook for the industry but does acknowledge that it won’t always be an easy ride in an ever-changing industry where people might have to diversify.
We’ll see creators evolve into full-scale businesses and cultural ecosystems. More creator-led brands, more studios, more ownership models, and more global expansion. At the same time, we may also see burnout reshape the industry. Not everyone wants to be a full-time creator forever. Some creators will transition into consulting, entrepreneurship, investing, or executive roles because the skill sets are incredibly transferable.
She also spoke about the impact of AI, adding that “The human element will become even more valuable.” While AI seems to be “replacing” many industries, Mylen explained that “Creativity, taste, emotional intelligence, and community-building” cannot be fully replaced by technology. In particular, Clique-Now wants to go back to being “human-first,” focusing on real-world connections.
With all that in mind, Mylen had the best advice for those wanting to be influencers, and it was simple yet effective.
“Just start creating and learn. And that’s really it!”
Mylen is on Instagram.