Local media dies while independent creators thrive – Chuck Lapointe believes this scenario will become a reality, prompting him to build a business model where both could win.

“Media companies will become the back-end operators for the creator economy similar to how music labels had to adapt when they lost distribution control over their artists in the early 2000s,” says Chuck, founder and CEO of Narcity Media. “Successful local media companies will adapt to empower and build meaningful creator relations and platforms, while keeping their media brands as distribution support and trust building.”

Founded in 2014, Narcity Media evolved from MTL Blog, a Montreal-focused platform, into a well-rounded system for sustainably supporting both local journalism and independent creators.

The company connects 11 million monthly readers with hyper-local news, lifestyle, and travel content through a network of local creators across Canada and the United States. 

It operates digital publications in both English and French, but what distinguishes Narcity is its development of marketplaces that directly connect creators with monetization opportunities while providing them with distribution infrastructure. 

“Creators now hold significant influence and autonomy,” Chuck explains. Rather than fighting this trend, Narcity has adapted by “providing creators more sustainable tools, revenue transparency, and distribution support.”

Building Creator Marketplaces as the New Model

The clearest manifestation of this strategy is Narcity’s development of creator marketplaces. “Our marketplaces, like Locals.tv, connect creators directly with monetization opportunities. They build sustainable creator revenue while offering communities authentic local content,” Chuck shares.

This two-sided marketplace approach represents a fundamental rethinking of what a media company does. Rather than simply commissioning or creating content, Narcity is building ecosystems where creators can thrive independently while benefiting from the company’s distribution channels and brand trust.

“We collaborate with hundreds of creators across Canada & the U.S. to showcase the best local stories to our audience on social media and our website,” says Chuck. “We directly benefit by curating the best content locally for our users that want a deeper connection to their city.”

Surviving Industry Disruption Through Adaptation

Narcity’s pivot toward a creator-centric model was necessary for survival. “The last few years have been a massive test,” Chuck admits. “With government regulation, drop in large national advertising revenues, sharp inflation, algorithm changes, you name it.”

Facing potential collapse, Narcity “refocused sharply on our core audience, embraced AI and doubled down on the local creator economy.” The result? “We emerged much more resilient.”

This resilience stems from Chuck’s leadership style, which he describes as shaped by “experiences of resilience, especially navigating rapid industry changes.” 

The constantly shifting algorithms and ad revenue models continues to challenge media companies, but Narcity’s strategy of investing in “direct audience relationships, creator-centric revenue streams, and community-driven platforms” has positioned them to adapt more effectively than competitors still clinging to traditional models.

The Bilingual, Hyper-Local Advantage

What makes Narcity particularly interesting as a case study in this new media paradigm is its focus on hyper-local, culturally relevant content. Operating in both English and French, Narcity has developed expertise in building genuine connections with diverse communities.

“Younger generations value authenticity and personal connection,” Chuck notes. “Hyper-local content provides immediate relevance, community identity, and stories they truly care about, creating genuine engagement on social media.”

This cultural preference requires careful attention. Chuck explains that operating bilingual content “requires careful cultural sensitivity and nuance to ensure genuine resonance. That’s why most of our Editorial teams need to live in their markets.”

AI and Creator Relations

Chuck sees technology further transforming creator dynamics. “I think we will see the emergence of AI creators across platforms like Instagram and TikTok that will have a significant impact on how users follow and engage with video content,” he predicts.

However, rather than viewing AI as a threat to human creators, Chuck sees opportunity: “It is going to be specifically interesting to see the differences in engagement with AI content vs. Creator content. We’re hoping that creators, supported by local media companies, become more valuable and have more space to work on impactful creative projects that bring out the human in all of us.”

A Recipe for Successful Creator-Media Relationships

Narcity Media offers a compelling blueprint for how media companies and creators can develop mutually beneficial relationships in an era where traditional power dynamics have been upended.

The company’s upcoming initiatives reflect this forward-thinking approach. “Expect more innovative creator-centric features, and product development that brings our entire ecosystem together to bring back more meaningful advertising dollars away from Big Tech and back into the local economy,” Chuck shares.

In this new paradigm, success comes not from controlling content or creators, but from building the infrastructure that helps them succeed. As Chuck puts it, the media companies that thrive will be those that “adapt to empower and build meaningful creator relations and platforms,” while leveraging their brands for “distribution support and trust building.”