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Why I’m Headed to Both Cannes Lions and VidCon—And What It Says About the Future of Creator Events

Why I’m Headed to Both Cannes Lions and VidCon—And What It Says About the Future of Creator Events

What two of the industry’s biggest events reveal about the shifting role of creators in media, marketing, and community.

Shira Lazar
June 16, 2025

Every June, two events shape the state of digital culture: VidCon and Cannes Lions. On the surface, they couldn’t be more different— VidCon centers creators and their communities, while Cannes is filled with CMOs, brand execs, and industry power players mapping the future of advertising.

But Cannes has been making moves into the creator space and basically following the money, launching a Creator Pass in 2024 and expanding its programming even more this year.

Yes, the lines are blurring— especially now that both events are owned by UK-based firm Informa. The acquisition led to this year’s overlap, but from what I’m hearing, that won’t be the case next year.

Until then, I’m doing both— and that says a lot about where media, creators, and the advertising world are all heading.

VidCon: Still the Heart of the Community

VidCon has always been about connection. It’s where fans meet their favorite creators—and creators meet each other. But as the industry has grown, the vibe has shifted. Many creators now drop in just for panels, press, or brand obligations. That organic, hallway-hangout energy? It’s harder to find.

There are also plenty of other events that have popped up over the years, so creators don’t have to make the trek to the Anaheim Convention Center. VidSummit, Creator Economy Live, and even CES and NAB now have dedicated creator spaces with full programming.

That said, I still have a soft spot for VidCon—it’s where I got my start interviewing creators.

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There’s still real value in being there, especially behind the scenes. The offshoots, niche events, and afterparties are where the magic happens—ideas spark, friendships form, and future collabs (and deals) are born.

I’ll be speaking at two sessions at VidCon this year (see below) — come say hi if you’re there!

Cannes Lions: Creators in the Boardroom (Kind Of)

Cannes is a completely different beast. It’s where marketers, agencies, and entertainment execs gather to close deals and sip rosé while talking about the future of storytelling, innovation, creativity, and increasingly, creators.

This year, I’m attending Cannes Lions with a press pass via What’s Trending, the digital media brand and publisher I own. Side note: More and more events are putting creators under “press and media” now. Worth watching.

I’m also speaking at Inkwell Beach with TikTok and some other major creators, sharing my work building Creators 4 Mental Health. I’m excited to help bring these conversations into rooms that can create real change, especially when major platforms and brand marketers are listening.

Now, let’s talk access. While Cannes has made headlines with its new Creator Pass, the reality is: creators still aren’t the default audience– yet. The pass itself runs around $1,500, and once you factor in travel and accommodations, you’re looking at a $5K+ trip. Unless you’re a top-tier talent with brand backing—or footing the bill through your own company, it’s a tough door to open.

And yet… creators are often the centerpiece of the very campaigns being ideated, pitched, and funded at Cannes.

There’s a disconnect. And maybe even a missed opportunity, as my friend and media pioneer, Jim Louderback, pointed out.

Why Both Matter

VidCon is the heart, about recognition, belonging, and peer connection.

Cannes is the power— where decisions, budgets, and partnerships are made.

That’s why I’m here. Last time I attended, I paid my own way and ended up with a 6-figure deal a year later.

If we want a more sustainable and inclusive creator economy, we need both. And we need to make both work better for the people actually shaping culture.

I’ll be bouncing between panels, parties, and press rooms—so stay tuned. And if you’ll be at either event, let’s connect IRL.

At Cannes? Join me at Inkwell Beach with TikTok at 3:30pm-4pm Monday, June 15th.
At VidCon? I’m speaking on two sessions, Thursday, June 19th, and Frida,y June 20th: