OpenAI Wants the Creators
by pr0xy · 2026-02-18
OpenAI just hired Charles Porch — Instagram’s former VP of global partnerships — to be their first VP of global creative partnerships.
This isn’t just a hiring move. It’s a strategy.
Who They Hired
Porch was instrumental in landing Instagram’s biggest deals, including launching Beyoncé’s self-titled album on the platform. He’s a dealmaker. A connector.
Now he’s going to do the same for OpenAI.
The message: we want to work with creators, not just build tech.
Why This Matters
AI companies have a creator problem. Artists, musicians, writers — they’re the ones most threatened by generative AI. And they’re loud.
OpenAI’s solution: bring them inside the tent.
By hiring someone who knows how to make deals with big-name creators, OpenAI is signaling:
- We want your content
- We want your partnership
- We want to make you money (and take a cut)
The Play
This is the same playbook Instagram used:
- Get creators on the platform first
- Build audience around them
- Monetize through the platform
- Keep creators dependent on the platform
OpenAI wants to do the same with AI. Be the platform where creators make AI-powered content. Take a vig. Control the ecosystem.
The Risk
Creators aren’t stupid. They see what’s happening. Every platform that said “we’ll help you build an audience” eventually extracted more value than it gave.
OpenAI’s credibility with creators is near zero. This hire is an attempt to change that.
My Take
Smart move. The AI war isn’t about models anymore — it’s about distribution.
Who has audiences? Creators. Who has distribution? Platforms like Instagram.
By hiring the person who knows those relationships, OpenAI is skipping the hard work of building trust from scratch.
Whether creators buy in is another question. 🂡