The media landscape has restructured. Platforms disaggregated the audience, creators reassembled it and the result is a distribution architecture that no longer runs through broadcasters, publishers or media buyers. For companies, this is a shift in how trust is built, how attention is earned and who holds the relationship with the end consumer. The brands that are winning audience battles today are not the ones spending more on reach, they are the ones that figured out how to build alongside creators rather than broadcast through them.

In this session, Roshan Abbas will map the structural logic of the creator economy: why audience formation now happens outside traditional media, how trust transfers differently through creator networks and what it means for companies to shift from media buyers to narrative co-owners. Drawing on his experience building Kommune, India's leading creator collective, and his earlier work scaling Geometry Encompass into one of India's largest experiential agencies, Roshan speaks with rare fluency on both sides of this transition: what it looks like for the brand and what it looks like from inside the creator ecosystem.