• Creators are making big bets on launching their own companies, taking equity over royalties or marketing fees. • A sale of one of these brands can lead to a massive payday — but it can also be risky. • Here's why most creators should skip founder mode and go for a mix of equity and a cut of sales.

George Clooney and Casamigos, Kylie Jenner and Kylie Cosmetics, Jay-Z and Tidal.

It's easy to see why celebrities and influencers find brand building alluring. In the most successful cases, it ends with a celebratory exit, a nine-figure check, and, for some, the title of billionaire.

But aspiring entrepreneurs, beware: The founder mindset is risky, and many creators walk away with almost nothing.

"Ninety-seven percent of creators and celebrities should not be launching their own brands,

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