Australian creator agency Amplify has launched “Amplify Originals,” a pilot program that funds creators to develop long-form content and retain ownership of the resulting intellectual property, reports B&T.

Under the program, creators pitch original concepts, and selected projects receive funding from Amplify to develop pilot episodes. A cross-industry judging panel will review applications, including Sabine Zonderland, Head of Top Creator Partnerships at YouTube, Casting Director Ben Parkinson, and Shivani Maharaj, Chief Creator Officer at WPP Media, alongside Amplify’s own executives and creative leads.

Amplify said the model marks a shift in how brands, platforms and agencies work with creators, moving from campaign-based deals toward creator-owned entertainment. Creators retain ownership of the IP they develop through the program, a structure the agency said is designed to build long-term value for creators beyond individual campaigns.

“Amplify Originals is about helping creators shift from appearing in content to owning content,” said Naomi Hannan, Screen Agent at Amplify. “We’re backing bold ideas with the potential to evolve into full-scale productions, giving creators the tools, support and creative infrastructure to bring them to life.”

Amplify noted that most creator agencies in Australia have focused on talent management and brand partnerships, and that few, if any, are currently investing in creator-owned IP development at this scale.

Maharaj said the shift reflects a broader industry conversation. “At WPP Media, we’ve been talking about the shift towards creator-led entertainment for some time. At SXSW Sydney, we challenged brands with the idea that the next subscription service in Australia could be creator-run, and at the AiMCO Summit, we explored the insight that the next Oscar could be won by a creator,” she said. “Creativity is increasingly in the hands of creators, and it’s exciting to see their work evolve beyond short-form social into original entertainment and long-form storytelling.”

Tom Maynard, co-founder of Amplify, framed the program as an extension of the agency’s role beyond representation. “Some of the world’s most engaging entertainment formats are now being born directly from creators,” he said. “This program is about nurturing that creative spark, not just representing talent, but investing in their ideas. It’s a model that unlocks long-term career opportunities for our creators and new, authentic pathways for brands to collaborate.”

The completed projects are expected to screen later this year.

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