TENT Creator Summit 2026: The Content Creator Industry Comes Together in Buenos Aires

On October 27, TENT Creator Summit returns to Buenos Aires for its third edition, taking place at BA Ferial (formerly Costa Salguero). Held as part of TecWeek 2026, the event will bring together Spanish-speaking creators, brands, agencies and platforms for a full day of networking, learning and content creation. With more than 150 speakers, the summit aims to further establish itself as a key meeting point for discussions about the future of content creation.

From "Can you make a living doing this?" to "How do you make it last?"

For Alan Kronik, who co-founded TENT alongside Sol Santoro, the biggest change over the past three years has been the fundamental question facing the industry. "Three years ago, the question was, 'Can you make a living doing this?' Today, it's 'How do you make it last?'" he explains.

In the meantime, brands have begun evaluating creators with the same seriousness as any other media outlet, managers, agencies and dedicated teams have emerged, and Argentina's streaming industry has demonstrated that an individual creator can attract audiences as large as, or even larger than, a television show.

What excites him most, however, is a broader cultural shift: the industry has stopped being shy about its business potential. "There's no longer any embarrassment in saying that a creator is a business," he says. He believes this shift is driving professionalisation, long-term partnerships and genuine opportunities for those just starting out.

What to Expect at TENT 2026

The third edition will feature four stages hosting panels, talks, workshops and presentations throughout the day. Confirmed speakers include Luquita Rodriguez, Zaira Nara, Coscu, Momo, Santiago Siri, Santiago Bilinkis, Nati Jota, Chino Leunis, Eial Moldavsky, Nacho Elizalde, Lizardo Ponce, Lara López Calvo, Simón Scarano, Julio Leiva, Sam and Hernán (Yerba Cósmico), Patricia Jebsen, Cecilia Ce and Mili Hadad.

Leading figures from digital media platforms such as Luzu, Posta, Olga and La Fábrica will also take part. The programme will explore how to grow a community, build a personal brand or business, understand algorithms and emerging platforms, and make the most of opportunities within the creator economy.

But TENT isn't just about sitting back and listening. There will be brand activations, streaming areas, live studios, speed networking sessions with industry experts, and dedicated spaces where creators can produce their own content throughout the event.

Meta, YouTube, TikTok, Spotify and Twitch will each have their own dedicated spaces at TENT, while the event's website has announced activations from more than 20 brands.

Another new addition is the Visa Creator Market, where Argentine creators will showcase and sell products spanning beauty, food, fashion and sports. Mercado Libre's Affiliate and Creator Programme will also have a stand where visitors can sign up and start creating content on the spot. In 2025, Mercado Libre recruited more than 1,000 creators during the event.

Virality vs. Community

What separates creators who build lasting careers from those who simply go viral? "Virality is a moment. Community is a relationship," says Kronik.

A viral video can attract people who have never heard of you before, but what really matters is what happens the following day: turning that attention into trust and giving people a reason to return "because they know what to expect and because they trust the person behind the content."

When it comes to measuring success, Kronik suggests focusing less on views and more on repeat partnerships. "The clearest sign that a creator is doing well isn't their most-viewed video. It's when a brand hires them again."

According to Kronik, creators who stand the test of time approach their work as a profession, with consistency, clearly defined formats, a team (even a small one) and a long-term vision. "It's not as glamorous as going viral," he admits, "but it's what builds a career."

And he doesn't sugarcoat the demands of the job. He describes content creation as "one of the hardest jobs in the world", requiring people to create, film, edit, understand contracts and accounting, publish on schedule and stay organised, all at once.

The Conversation Still to Be Had: Value

If there's one topic Kronik wants to see discussed both on stage and in the corridors of BA Ferial, it's how the value of a creator is measured and rewarded.

The problem, he explains, is that "everyone looks at a different metric": creators focus on followers, brands on sales, agencies on reach and platforms on watch time. Without a shared understanding of what makes a campaign successful, "everyone loses": creators earn less than they're worth, while brands invest less than they potentially could.

His hope for this edition is to encourage open and transparent conversations: brands explaining what they need to see before increasing their investment, creators sharing what they need to work more effectively, platforms showcasing their tools, and agencies helping to connect everyone involved.

"There's room for all of us to succeed," he concludes, "but that will only happen if we stop seeing ourselves as opposing sides of a negotiation and start seeing ourselves as part of the same industry."

Everything You Need to Know About TENT Creator Summit 2026

• Date: October 27, 2026

• Venue: BA Ferial (formerly Costa Salguero), Av. Costanera Rafael Obligado 122, Buenos Aires

• Tickets: Available through the official Somos Tent website

• Social media: @somos.tent on Instagram and TikTok