Creators are standing up IRL events to soak up more of brands’ marketing dollars

As brands crank up their influencer marketing spend, creators are leaning into in-person events to sweeten the deal for potential sponsors.

In 2024, YouTubers Sam Golbach and Colby Brock held seven in-person events. So far this year, the duo has already organized five IRL events and experiences — including meet-and-greets and an escape room in Los Angeles — with plans to announce another meet-and-greet at New Jersey’s American Dream mall this week. For the YouTuber duo, whose videos focus on their own travels and experiences at various haunted locations, in-person events represented a natural expansion area. A representative of Golbach and Brock declined to share a specific breakdown of how events fit into their broader revenue picture.

“We’re focused on creating more interactive experiences, just like our videos, for fans to go anywhere in the world and experience getting off their couch,” Brock said.

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