Brand

Forbes Partners With Walmart Creator For Second Annual Creator Upfronts

Published on October 15, 2025

Forbes announced the return of its Creator Upfronts in partnership with Walmart Creator, scheduled for October 28-29, 2025, in Los Angeles. The two-day working summit enters its second year, building on last year’s gathering, which attracted over 350 attendees and featured more than 40 creators and marketers representing a combined social following of more than 573 million.

The 2025 event will bring together more than 300 creators and brand executives to explore creator-led innovation. Notable speakers include Dhar Mann, founder of Dhar Mann Studios; Tessa Brooks, actress and dancer; Hannah Stocking, comedian and creator; Sofia Hernandez, Global Head of Business Marketing & Commercial Partnerships at TikTok; and William White, CMO of Walmart U.S.

“Marketers are starting to treat creators not as a one-off tactic, but as essential partners,” said Steven Bertoni, Assistant Managing Editor of Forbes. Bertoni runs the Founders team, overseeing coverage of top entrepreneurs as well as the Forbes 30 Under 30 and Top Creators franchises.

Programming will focus on creator-driven commerce, AI integration, long-term brand partnerships, and the position of creators in media networks.

Interactive Format Emphasizes Direct Engagement

Dozens of emerging creators will present their creative processes and brand partnerships directly to marketing decision-makers. Presenters include Sal Farzin of Simply Sal Finds, Kate Greenwell of Kate Greenwell Home, Chelsea Parke Kramer of Parke, and Jenna Wood of Hello Jenna Wood.

The format includes hands-on workshops, interactive sessions, and structured networking opportunities designed to facilitate business connections between creators and brands.

Walmart Creator serves as the title sponsor, creating immersive, shoppable activations designed to spark product inspiration. These installations aim to provide creators with actionable ideas, tools, and earning opportunities.

“Creators are transforming how we connect with customers,” said William White, Chief Marketing Officer for Walmart U.S. “We see creators as trusted partners who bring creativity and authenticity to our brand. Through Walmart Creator and our partnership with Forbes, we’re helping this dynamic community grow, innovate, and shape what the future of commerce looks like.”

The event follows the release of Forbes’ 2025 Top Creators list, which highlights 50 of the most influential and highest-earning creators across major social platforms.

Follow this link for more information.