In my honor thesis, I will be studying unethical business practices directed toward emerging creators and how these practices shape their financial stability, mental health, and long-term brand value. As digital platforms grow and entertainment markets become more crowded, smaller public figures consisting of social media influencers, streamers, and niche creators often face significant power imbalances when working with agencies. With limited bargaining power and a strong need for exposure, they become easy targets for obfuscating contracts, manipulative publicity, and pressuring management tactics.

Since small creators now operate as personal brands, the ethics of how they are managed has become both a business and personal issue. This study compares harmful practices across entertainment sectors and examines how audiences respond when unethical management becomes publicly known rather than ethical management. Ethical management is defined as “choosing to do what’s right, not what’s easy, and consistently upholding those values, especially when faced with difficult situations where there is not always a clear ‘right’ path forward.” (Akuman). On the contrary, unethical management is the complete opposite of that, prioritizing short-term gains, control, or publicity at the expense of choosing what is right. I wanted to take this dive in order to inform future emerging creators who will create their own brand and  have their own audience to uphold, the dangers these unethical practices and abuses have on themselves in order to protect both the creator and their community.