On Wednesday, Forbes announced its inaugural Creator Upfronts In Partnership With Walmart Creator, scheduled for October 28-29, 2024, in Los Angeles. The two-day event will bring together hundreds of creators and brands to facilitate earning, learning, and growth opportunities through social commerce.

The announcement comes as brands spent an estimated $21 billion on creator marketing in 2023, up 15-fold compared to 2016, according to Forbes. The company has highlighted top digital creators through its annual Top Creators list for the past two years.

At the Upfronts, programming includes panel discussions providing insights from creators and marketers on enhancing collaboration. Several notable creators will pitch to marketers, presenting their creative processes, brand partnerships, content, and audiences across platforms.

“The power creators have over today’s marketing landscape is undeniable,” said Steve Bertoni, Associate Managing Editor at Forbes. “The inaugural Forbes Creator Upfronts will celebrate the role they play in shaping media, advertising, entertainment, and taste.”

The event features interactive roundtables led by Walmart executives and creators, with curated networking and content creation experiences. “At Walmart, we believe creators are the lifeblood of social commerce,” stated William White, Chief Marketing Officer for Walmart U.S. “This first-ever Creator Upfronts supports the creator community.”