Dhar Mann, Advertising Week New York’s inaugural Chief Creator Officer, announced “Creator City,” a new four-acre production campus from Dhar Mann Studios, during his opening keynote at the event on October 5, 2026. The Los Angeles campus is set to open during Super Bowl weekend in February 2027.

Creator City will house five soundstages alongside what the company describes as a broader ecosystem for production, podcasting, live events and collaboration, bringing creators, Hollywood, brands and technology companies into a single location. Dhar Mann Studios frames the project as filling a gap it says the Creator Economy has lacked: a dedicated physical hub comparable to Silicon Valley for technology, Wall Street for finance, or Hollywood for entertainment. The company says the campus is intended to let creators collaborate with one another, let brands and creators develop ideas jointly, and let entertainment and technology executives engage directly with people building audiences and businesses in the space.

The announcement came as Mann also formally kicked off his effort to generate $100 million in new creator-brand partnerships during Advertising Week, an initiative Advertising Week has previously branded the “100 Million Creator Challenge,” pairing creators with brand CMOs across sessions at the event. Mann structured his keynote around a single prompt put to the industry: how to change the Creator Economy in the span of one week.

Radio personality Big Boy joined Mann on stage for the keynote, along with a surprise appearance from Nick Cannon. Mann’s programming slate for the rest of Advertising Week includes additional sessions featuring Christina Milian, Harry Jowsey, Fat Joe, Matt Barnes, Ryan Serhant, Adam W, Haley Kalil and Jack’s Dining Room, among others.

The keynote follows Advertising Week’s broader restructuring of its creator track this year, which includes live brand-creator matchmaking sessions and Mann’s dual mandate over both content programming and commercial dealmaking at the event. Mann’s activities at Advertising Week span curated programming, including creator karaoke and a dinner series, alongside the commercial matchmaking sessions on the event’s “Great Minds” stage.

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