Digital storytelling has been redefined by the creator economy, making a level playing field for anyone with a camera and an idea. At NAB Show New York's "Creators Unplugged" panel, three diverse voices highlighted how storytelling is evolving. Though their perspectives represent independent creators, there are direct correlations with the larger world of Broadcast AV. The lines between professional and amateur content creation are blurring, with corporate teams acting similarly as scrappy content creators, delivering broadcast-quality content without traditional production crews.

Storytelling Without the Gatekeepers

Shira Lazar is a true pioneer of digital-first content. Back in 2008, she found her niche covering viral moments in real time. Lazar claims this was a gap traditional media wasn't addressing—and she jumped on it. Her platform, What's Trending, grew to over 3 million followers, all by embracing the immediacy and authenticity of digital storytelling.

Lazar proves that creators no longer need a studio or mainstream network to reach massive audiences. With widely accessible platform and a new AI tool popping up every day, anyone can tell their stories at scale. Zach Blank shared how he helped celebrity chef Nick DiGiovanni grow from 1 million to 50 million followers through resourcefulness and partnerships.

Meanwhile, Dylan Huey, who started a media company from his dorm room, emphasized how being scrappy and creative—like cold emailing brands and posing as his own manager—opened doors that traditional gatekeepers used to hold shut.

For the Broadcast AV world, this paradigm shift can't be ignored: companies are now adopting similar grassroots tactics to produce their own professional-grade content in-house, bypassing the need for external production teams.

Scrappiness Meets Corporate Storytelling

Broadcast-quality video is no longer a luxury of hiring a professional (and expensive) team of filmmakers. Corporate teams are leveraging affordable tools and platforms to create in-house content that rivals professional productions. Live-streamed keynotes, polished product launchs, and engaging training videos are all becoming typical tasks of corporate AV professionals. Scrappy internal teams are learning how to handle everything from scriptwriting to multi-camera shoots.

This shift mirrors the creator economy’s ethos: it’s about doing more with less, being resourceful, and embracing technology to tell authentic stories. Tools like Riverside, CapCut, and other user-friendly platforms are empowering teams to deliver high-quality results without the need for high-budget setups.

The Human Element Still Matters

While technology has democratized content creation, the panelists agreed that creativity and authenticity remain irreplaceable. Shira Lazar emphasized the importance of building community and connection through storytelling—not just broadcasting content. Dylan Huey’s experience with burnout led him to create a collegiate influencer network, highlighting the need for collaboration and support among creators.

For companies venturing into in-house content production, this serves as an important reminder: technology is a tool, but the human element is what resonates. Corporate teams can learn from creators by focusing on storytelling, relatability, and audience engagement.

The Future of Broadcast AV

The rise of scrappy creators offers clear lessons for the Broadcast AV industry. As more companies take content production in-house, the demand for accessible, professional-grade tools will continue to grow. AV professionals have an opportunity to reposition themselves. They can become strategic partners who help corporate teams elevate their productions, rather than just service providers.

The future of digital storytelling is here, and it’s scrappy, resourceful, and undeniably human. The challenge for Broadcast AV is to adapt to this new era, where anyone can be a creator, and every company has the potential to produce stories worth sharing.

To learn more about the current state of Broadcast AV, head to AVIXA.org. 

Photo credit: Getty Images/Jacob Wackerhausen