Cocoa Media CEO Targets Madrid Congress
Christian Toksvig, Co-Founder and CEO of Cocoa Media, will explore how established special-interest publishers can collaborate with digital creators rather than compete with them during his upcoming presentation at the FIPP World Media Congress in Madrid, scheduled for 12–15 October.
According to Toksvig, the direct connection between independent content creators and their audiences is fundamentally reshaping the media sector by bypassing traditional institutional gatekeepers.
Evolution of Creator-Led Studios
Creator-led businesses have evolved beyond simple online channels into significant, independent media enterprises. Major production studios are now being built directly off the back of platforms like YouTube and Instagram, establishing a powerful new tier in the industry, according to Toksvig.
While legacy publishers maintain established brands and active social media channels, their relationship with audiences differs fundamentally from that of individual creators. Audiences typically follow a person who feels like a friend, engaging through an entirely different language and style of communication than a corporate brand provides.
Bridging Infrastructure and Scale
As explored in Toksvig’s recent work leading up to the Madrid Congress, legacy publishers possess decades of subject-matter authority and infrastructure that smaller creator businesses often lack. While creators frequently command much larger social audiences and traffic, individual operations typically consist of little more than a camera and a production guy.
This lean structure makes it difficult for creators to execute large-scale marketing, coordinate complex events, or manage dedicated sales infrastructure. Publishers fill these gaps by offering established brand equity, professional editorial teams, dedicated production capabilities, distribution networks, events experience, and robust sales operations.
Reframing Commercial Partnerships
A primary hurdle in establishing these partnerships involves shifting how creators and their representatives view legacy media organizations. According to Toksvig, agents often initially approach publishers as standard commercial clients rather than media partners, treating them similarly to corporate entities like H&M or McDonald’s.
To build effective collaborations, publishers must actively reframe this dynamic and demonstrate that they operate as fellow creators rather than mere customers. When this approach succeeds, the mutual interest is substantial because creators deeply respect the authority and legacy of established media brands.
Audience Trust and Media Habits
Toksvig highlights a stark disconnect between the media consumption habits of media executives and the expectations they place on their audiences. Pointing to his own shift from live television broadcasts to streaming services and eventually to platforms like YouTube, he notes that professionals who spend the majority of their time using mobile devices should not expect audiences to consume media exclusively through legacy channels.
This shift in attention is underpinned by different forms of trust. While traditional outlets provide accuracy and authority, creators build deep trust through personality and familiarity, explaining why audiences frequently turn to creator-led news podcasts over traditional broadcasting staples. Authenticity often rivals raw accuracy in shaping these bonds, as audiences seek emotional connection and shared experience.
As traditional media companies experience a decline in direct influence, Toksvig argues that the future role of publishers lies in finding new ways to be useful—helping creators reach audiences and distribute their viewpoints in an evolving media ecosystem.
