From Clicks to Bricks: Amaze Bets on Physical Studios to Win the Creator Economy

CARLSBAD, CA – November 24, 2025 – In a strategic pivot that blurs the line between digital platforms and physical infrastructure, creator commerce company Amaze Holdings, Inc. (NYSE American: AMZE) has unveiled the Amaze Creator Studio, a state-of-the-art production facility in Carlsbad, California. Forged through a partnership with the Emmy-nominated Loft 100 Studios, the move signals a bold, and potentially risky, evolution in how platforms compete for the loyalty of the world’s most influential content creators.

While rivals focus on refining algorithms and software tools, Amaze is making a tangible investment in the very foundation of the creator economy: content production. The new studio offers creators a turnkey solution for producing high-quality videos, podcasts, and livestreams, complete with professional lighting, broadcast-grade control rooms, and flexible soundstages. It’s a compelling proposition in an industry where production value is increasingly a prerequisite for success. But for a company with a volatile financial history, this “clicks-to-bricks” strategy is a high-stakes gamble on building an indispensable, all-in-one ecosystem for the modern creative entrepreneur.

The Ecosystem Play

The partnership pairs Amaze, a company providing end-to-end e-commerce tools for creators, with Loft 100 Studios, a production house founded by media veteran Bob "Sully" Sullivan. The result is a facility designed to elevate content far beyond what can be achieved in a home office or makeshift studio. Offerings include a large, flexible production area, Studio A, and a professional control room for complex multi-camera shoots and live broadcasts.

“Amaze is committed to helping creators grow their businesses,” said Aaron Day, Chief Executive Officer of Amaze, in the official announcement. “We’ve unveiled the Creator Studio to give creators access to the same level of production support used by top brands.”

This move is a calculated expansion of Amaze's core business model. The company’s platform enables creators to design and sell merchandise and other products directly through social channels like TikTok and YouTube. By providing a physical space to create polished product videos, engaging live shopping events, and branded podcast series, Amaze is vertically integrating a critical part of the commerce pipeline. The strategy posits that better content directly translates to higher sales, creating a symbiotic relationship where the studio fuels the e-commerce engine. This positions Amaze not just as a software provider, but as a comprehensive partner in a creator's business, a distinction that could be crucial in a crowded market.

A High-Stakes Bet on Professionalization

This ambitious venture does not come without significant financial context. Amaze Holdings has had a turbulent journey on the public market. After reporting an 83% revenue decrease in 2024 and significant losses, the company’s stock (AMZE) has hovered at lows, with a market capitalization of under $5 million as of last week. Investing in physical real estate and high-end production equipment is a capital-intensive endeavor, representing a significant bet for a company in such a delicate financial position.

However, recent indicators suggest a potential turnaround that may embolden this strategy. Amaze reported a staggering 1,884% year-over-year revenue growth in the third quarter of 2025 and has been actively raising capital, including a recent private stock sale of nearly $4.9 million. This influx of cash and positive momentum appears to be funding a forward-looking strategy to capture a more professional tier of the creator market.

The logic is sound. As the creator economy matures, the gap between hobbyists and professional creators widens. The latter group increasingly operates as small-to-medium-sized businesses, requiring sophisticated tools to compete. They invest in their craft, and the demand for accessible, professional-grade production facilities is growing. Amaze is betting that by providing this high-value resource, it can attract and retain serious creators who generate more substantial and consistent revenue, justifying the upfront investment.

Redefining the Creator Toolkit

The competitive landscape for creator resources is fragmented. The era of platform-subsidized hubs, best exemplified by the now-defunct YouTube Spaces, has largely passed. Today, creators typically rely on a patchwork of independent rental studios found on marketplaces like Peerspace or invest heavily in their own equipment. The Amaze Creator Studio aims to offer a more integrated and premium alternative.

By partnering with Sully Sullivan’s Loft 100 Studios, which boasts a history of Emmy-nominated technical direction, Amaze lends immediate credibility to its claims of offering a “world-class” environment. “Our partnership with Amaze allows us to put that capability directly into the hands of millions of creators,” stated Sullivan, emphasizing the goal of helping creators “level up their enterprise value.”

This approach fundamentally redefines the creator toolkit. While other platforms focus on analytics, monetization features, or community management, Amaze is asserting that the physical act of creation is a core part of the value chain it wants to own. For a creator on the Amaze platform, the workflow could become seamless: book studio time to film a product launch video, use Amaze’s software to create the product and storefront, and then sell it directly to their audience—all within a single ecosystem. This level of integration creates a powerful “moat,” making it harder for creators to switch to competing platforms.

Carlsbad's Emerging 'Creator Coast'

The studio's location is also strategically significant. By choosing Carlsbad in San Diego County, Amaze is deliberately stepping outside the saturated and expensive Los Angeles market. This move taps into a growing trend of tech and media industry decentralization. The San Diego metropolitan area has a burgeoning tech scene and a vibrant creative community, but it has historically lacked the high-end production infrastructure concentrated in Hollywood.

The Amaze Creator Studio could act as an anchor for a new creative hub, a “Creator Coast” that attracts talent looking for a better quality of life outside of Los Angeles without sacrificing access to professional resources. This could stimulate the local creative economy, drawing in producers, editors, and other talent, and positioning the region as a viable alternative for digital content production.

Ultimately, Amaze's foray into physical production studios is a forward-thinking, albeit risky, maneuver. It correctly identifies the trend toward professionalization in the creator economy and offers a tangible solution. The success of the venture will hinge on whether the revenue from studio rentals and the increased commerce from high-value creators can deliver a return on this significant capital investment. For now, it stands as one of the boldest attempts yet by a digital platform to build a truly end-to-end ecosystem by bridging the gap between the virtual world of clicks and the physical world of creation.