Creator Case Studies: What Happens When Creators Go Independent?

How many of your favorite creators are commonly known as “that woman from BuzzFeed” or “the guy who used to work for Bon Appétit?”

We’d bet it’s several. Lots of creators we know and love got their starts making content for large companies. It’s a common path, and we can understand why: It provides the creator with structure, security, and benefits while they learn the ropes and build an audience.

But what happens when the creator begins to outgrow the brand? Perhaps they’re eager to own their IP. Or they’re looking to escape a problematic workplace. Or? They’re simply ready to try new things.

That’s when creators go independent. But it’s not always as simple as shaking hands with the brand that incubated your skills and walking away. Severing ties with a brand, especially if that brand introduced you to the world as a creator, can be complicated. What might your audience think? How do you maintain a positive relationship with your former employer? How do you know when you're ready?

We wanted to find out. So we examined a few well-known examples of creators exiting from the brands that made them (and that they simultaneously made).

Creator Case Studies

Miranda In The Wild leaves REI

Miranda Webster, once known as Miranda In The Wild and today known as Miranda Goes Outside, has a long history with the outdoors retailer REI. She started as a cashier in their Bailey’s Crossroads, Virginia, store 12 years ago and often hosted product videos on REI’s website.

Fast forward to 2019, when Webster’s creative producer at REI invited her to host her own YouTube series…and Miranda In The Wild was born. The series tallied over 424,000 views on videos reviewing gear, participating in outdoorsy challenges, and making nature more accessible.

But nothing lasts forever: Earlier this month, Webster uploaded a video announcing her departure from REI and the launch of her new channel.

How’d REI take it? They let Webster keep the Miranda In The Wild channel (and its subscribers) and rename it, plus REI reuploaded each of her branded videos with a new description linking to Webster’s independent channel. It’s worth noting that this kind of brand response is rare—REI was exceedingly accommodating of Webster’s decision.

The lesson: Webster kept her subscribers in the loop throughout the process of parting ways with REI. She used her channel’s community tab to facilitate the transition and assure her subscribers that new videos, merch, and a Patreon were coming soon—and their overwhelmingly positive responses show their appreciation.

Jesse Sebastiani leaves NELK

From the time the word “NELK” entered our creator lexicon, Jesse Sebastiani was synonymous with the brand. He appeared in just about every video the creator group published from 2014 to 2020…until he didn’t.

Starting in 2020, Sebastiani appeared in fewer and fewer NELK videos. By 2021, he was gone completely—and he didn’t tell fans why for another six months. So…why? Burnout and a need to focus on his sobriety, Sebastiani said on the Bootleg Kev podcast.

Sebastiani’s next act: A network/creative agency called SUNDAY. Through the new brand, Sebastiani makes content that differs vastly from his NELK creative days (unlike Webster, whose content has stayed largely the same post-departure). The comments on Sebastiani’s latest content suggest some original NELK fans aren’t quite sold on his second act.

Why the big shift? Sebastiani said this of his NELK departure: “We just had creative differences and sh*t, different things, different looks on how we wanted to do things and what we are actually passionate about…The past is the past. There’s no bad blood…I’m just ready for a fresh start.”

How’d NELK take it? By buying out Sebastiani’s shares (though he still owns a significant stake in their Happy Dad seltzer brand).

The lesson: NELK fans take the group dynamic seriously—if Sebastiani had burned bridges, those fans may have rescinded any support in his departure. Leaving amicably > internet drama.

Michelle Khare leaves BuzzFeed

Like many of today’s millennial creator elite, Michelle Khare got her start at BuzzFeed. She joined in 2014, attributing her hiring to the YouTube channel she started prior to joining BuzzFeed Video.

Despite Khare’s success at BuzzFeed in the years that followed, she (like so many other creators the media company hired back then) was restricted from working on her independent channel while at BuzzFeed—that’s often part and parcel of the “work for hire” setup. Companies pay creators a full-time salary for their creative work and, in turn, usually own that work.

Khare left her full time role at BuzzFeed in 2016 to launch (or relaunch) her personal YouTube channel.

FYI: Khare has suggested that the hiatus from independent creator-dom wasn’t bad. She told Philip DeFranco BuzzFeed was “a grad school situation for learning how to do YouTube…getting to learn and fail without the traditional repercussions.”

The lesson: “Grad school” worked. Khare’s transition served as a masterclass in the soft landing—before leaving BuzzFeed, she downsized to a studio apartment and saved enough money to support herself for 3–6 months…just in case. (But things worked out—Khare’s characteristically well-produced challenge content has won her both awards and an audience of 3.3 million subscribers.)

Our Take

Brands can serve as valuable incubators for creators hoping to get their footing, perfect their storytelling skills, learn how to operate on a team, and pay their bills with a stable salary. For many creators, those draws are more enticing than the idea of going it alone.

But for others, independence is worth it. Not every brand/creator breakup has to be complicated. When both the brand and the creator understand the value each brought to their partnership and honor that in parting ways…it can work out for everyone.

For the brand: Creators and brands should have a relationship based on mutual respect. In the case of Miranda Webster and REI, the retailer’s support of Webster’s next chapter earned REI a lot of fans—fans who appreciated that REI recognized Webster’s role in building its social capital.

For the creator: First of all, know what you’re signing on for when you accept an offer from a brand. If you ever want to pursue an independent career, what might your options be based on that employment agreement? Who owns what? Answering those questions early will open more paths for your future, whether it’s with a brand or a solo act.

Second of all, follow your arrow and do what feels right, but don’t forget where you came from. A positive relationship with the brand you once represented makes it easier for fans of the branded channel to follow you to your independent one.

Bottom line: Going independent is a significant risk, and the calculus of that risk shouldn’t be taken lightly—Colin and Samir didn’t make a living wage from their content after going independent for four years. Not every creator to fly the coop lands on their feet. Honing your craft with a larger company can provide a high-ROI education…and when it comes time to try something different? The creators who’ve cut their teeth with brands could be better positioned to thrive on their own.

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