Comic conventions are becoming content studios. NYCC is embracing the shift.

From the creator lounge at New York Comic Con, the view is hard to beat. Below, thousands of fans stream through the Javits Center’s main entrance, a colorful procession of elaborate cosplays, oversized props, and familiar characters brought to life. Towering banners celebrating everything from Tamagotchi and The Apothecary Diaries to YAGA and NYCC’s 20th anniversary hang overhead. It’s a spectacle in its own right, and an even better backdrop for a TikTok.

That’s intentional. For this year’s convention, organizers designed the lower portions of the banners in the venue’s Crystal Palace with photo and video opportunities in mind, anticipating how attendees might capture their experiences and share them online.

The creator lounge offers a particularly good vantage point. The open space overlooks the crowds below, with dedicated Wi-Fi, room to film and edit, and a place to recharge throughout the day. It’s one of the ways NYCC is accommodating a growing contingent of content creators who arrive at the convention with cameras, microphones, and their own audiences.

On the show floor, cosplayers pose for photos, fans capture moments for their feeds, and creators stop attendees for interviews. The convention is as much a place to make content as it is to experience the fandoms that brought everyone together. For some, that means sharing their excitement with an online audience. For others, it’s work. Increasingly, it’s both.

Conventions have always been places where fans gather to celebrate the things they love. As fandom continues to flourish on TikTok, YouTube, Instagram, and beyond, events like NYCC are evolving alongside it, becoming sprawling content studios where nearly every corner offers something worth capturing. Organizers are beginning to design their spaces accordingly.

From convention floor to content feed

For NYCC, that shift began in earnest in 2021, when live events returned after the pandemic and short-form video was transforming the way people discovered and engaged with pop culture. That year, NYCC hired two creators to take over its TikTok account during the convention. According to marketing director Fallon Prinzivalli, the experiment reached more than 8 million people in four days.

“We started engaging with them very intentionally following the pandemic when live events were coming back,” Prinzivalli told Mashable.

What followed was a more formal approach to working with creators, including dedicated badges and, eventually, a lounge designed around their needs. Previously, influencers had been applying for press credentials despite not necessarily qualifying as editorial media. NYCC recognized that these creators offered something different, but no less valuable, to the convention and its exhibitors.

Today, NYCC offers a limited number of complimentary creator badges. Although its guidelines specify at least 200,000 followers across platforms, Prinzivalli said the convention also considers smaller creators based on their communities, originality, and impact. The demand is significant. NYCC received thousands of applications this year and closed submissions in August after reaching capacity. Prinzivalli declined to disclose how many badges were issued.

The lounge itself grew out of the practical realization that creators needed more than a table and an internet connection. “We wanted to give them dedicated Wi-Fi. We wanted it to be in the middle of the energy,” Prinzivalli explained. “We wanted it to be a space where they can film videos, or they can connect with other creators.”

And perhaps most importantly, somewhere to catch their breath before heading back into the chaos.

When fandom becomes a production schedule

For Kallen Zborovsky-Fenster, a New York City-based creator who posts as @king_kallen on TikTok, NYCC is one of the biggest events on his content calendar. He spends weeks preparing, developing interview topics, gathering equipment, and transforming his usual at-home recording setup into something portable. This year, he’s interviewing fellow creators and attendees about everything from Avengers: Doomsday to the state of the DC Universe.

“This is one of my highest priority events,” he told Mashable.

The creator lounge gives him a quieter place to conduct interviews, charge his equipment, and connect with others in the entertainment industry. Still, he doesn’t want to spend the entire convention upstairs. “I want to go where the people are,” he said.

For Caroline Martini, who shares cosplay and convention content as @newyorkcaroline, preparation looks a little different. Before arriving, she keeps a running list of TikToks and shots she wants to capture in her iPhone Notes app. She also makes some of her own costumes, including an Éowyn cosplay from The Lord of the Rings that she wore to NYCC.

Between cosplay videos and convention vlogs for TikTok, Instagram Reels, and YouTube Shorts, there’s plenty to keep her busy. Convention days can be so overwhelming that her daily vlogs sometimes don’t make it online until the following day. When you’re making content about something you love, it can be hard to separate the enjoyment of the moment from the urge to capture it.

Martini appreciates the creator lounge’s lighting and photo opportunities, but she doesn’t spend much time there. Not all her friends have creator badges, and she wants to experience Comic Con with them, too. Because even as conventions increasingly recognize creators as professionals, the people behind the cameras are often fans first.

A new kind of convention community

The benefits of creator access extend beyond having somewhere to film. Zborovsky-Fenster, a Columbia University student interested in entertainment production and law, sees NYCC as an opportunity to build professional relationships. This is his second year receiving a creator badge, and he was determined to return. He sent multiple emails during the application process, sharing examples of last year’s videos and explaining what he hoped to create this time.

The complimentary badge makes attendance more affordable, but the connections are just as valuable. “When you meet new people, through them, you meet more people,” he said, describing the growing network of creators who collaborate, attend industry events together, and support one another.

For Dominique Little, who shares vlogs and dance videos with her 1.8 million TikTok followers as @nojill, the lounge makes it a little easier to collaborate with other creators. Instead of trying to find each other on a sprawling convention floor, creators have a dedicated place to meet, film together, and make appearances in one another’s videos. There are even tripods available for anyone who needs one.

And their needs aren’t always glamorous. Between recording, editing, and uploading, reliable Wi-Fi, charging outlets, and somewhere to sit can make all the difference.

For Brandon Bullock, who covers anime news as Anime News Guy on social media, the lounge serves another purpose. His coverage is largely dictated by whatever news comes out of the convention, which means he has to be ready to film, edit, and publish as announcements happen. He shoots his videos on the show floor, then heads upstairs to the creator lounge to edit and get them online while the news is still fresh.

Bullock identifies himself as a reporter, even as he participates in NYCC’s creator program. It’s a distinction that, these days, feels difficult to draw. Creators are conducting interviews, covering entertainment news, hosting livestreams, and building their own media brands.

Prinzivalli has seen those boundaries blur firsthand. Some creators, she said, are treated like celebrities within the fandoms they cover, getting stopped on the convention floor by fans asking for photos.

At NYCC, someone can be a fan, a reporter, and the person everyone wants a selfie with, sometimes all at once.

Built to be shared

The growing influence of creators is evident in the way conventions are designed, down to the smallest details. “We’re very conscious that everything we create now is a shareable moment,” Prinzivalli said.

That thinking extends from sponsor activations to signage and the layout of the show floor. For NYCC’s 20th anniversary, organizers intentionally designed the lower portions of the entrance banners in the Crystal Palace to serve as photo and video backdrops. Even the convention’s physical spaces are being imagined through the lens of a camera, with an eye toward how those moments will travel online.

A creator’s-eye view of New York Comic Con.
Credit: Photo by Joy Malone/Getty Images

NYCC has also expanded its livestream production, with broadcasts from major stages, roaming segments on the convention floor, and a studio in the River Pavilion interviewing casts and creatives between panels. This year’s coverage featured a rotating lineup of hosts, including experienced journalists and personalities with established online followings, such as creator and podcast host Brandon Davis.

Together, these efforts are extending the convention’s reach far beyond the Javits Center, giving fans who couldn’t attend a way to experience the excitement as it unfolds.

Prinzivalli sees the relationship between online fandom and in-person events as something circular. Digital communities bring fans together at conventions, where their shared enthusiasm becomes the photos, videos, interviews, and conversations that find their way back onto those same feeds.

There’s something fitting about that. So much of fandom exists online, in group chats, comment sections, and the endless scroll of a social feed. Conventions offer a rare opportunity to bring those connections into the physical world. The mutuals become friends. The usernames become faces. The characters and stories that brought everyone together become something tangible.

And as those experiences find their way back online, the people documenting them are gaining influence of their own. For Kallen, who’s hoping to build a career in entertainment, the growing investment in creators reflects how much their role in shaping pop culture has evolved.

“I think the creator economy is becoming so much larger now, and big entities are really starting to take it seriously,” he said. “Because a lot of people get that information from content creators.”