Key Takeaways:
- A single project can evolve into a thriving business with multiple revenue streams.
- Creators like Phil Rosenthal, Marie Kondo, and Lin-Manuel Miranda have leveraged ownership and smart deal-making to strategically expand their work.
- Growing your creative brand requires not just vision but also careful financial planning — from royalty accounting to tax considerations across different markets.
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Every tree begins as a seed — a small idea that takes root and, with the right conditions, grows into something much larger, branching out in unexpected ways. The same principle applies to creative endeavors. What starts as a single passion project can evolve into multiple revenue streams, expanding across industries and media formats.
Take George Lucas’ Star Wars. The film was passed over by multiple studios before finally making it to the big screen in 1977. But Lucas made a shrewd business move: instead of opting for a large upfront payment or even a higher percentage of the profits, he negotiated for sequel and merchandising rights. That decision transformed Star Wars from a nice payday for Lucas into a billion-dollar empire spanning toys, video games, books, TV series, and theme park attractions.
Lucas was ahead of his time, but today entertainers and creators are increasingly leveraging projects to expand their reach and maximize financial potential. If you’ve built something that resonates with an audience, there are ways to spin it into new opportunities. However, these additional revenue branches come with financial, accounting, and tax considerations that can be just as complex as the creative process.
5 Creators Who Turned One Idea Into Multiple Revenue Streams
If you’re wondering how to expand your own creative work, look no further than these entertainers who turned a single project into a thriving business:
1. Phil Rosenthal: Food, Travel, and Storytelling
Phil Rosenthal first found success as the creator of Everybody Loves Raymond. After that series ended, Rosenthal leveraged his storytelling expertise into additional projects — including two books and adaptations of Everybody Loves Raymond for multiple international audiences. He also produced the comedic documentary Exporting Raymond about his efforts to cast and produce the show in Russia.
More recently, Rosenthal’s passion for food and travel has led him in a new direction. His Netflix series Somebody Feed Phil became a global hit — which he has expanded into a book, merchandise, live tour events, and a soon-to-open diner in Los Angeles. By continuously finding ways to evolve his work, he has built a multifaceted brand that keeps growing.
But Rosenthal is somewhat of a purist about the process, believing any extensions and growth should be organic.
“You want a natural snowball. I’m not making snow — it grows naturally out of the original success,” Rosenthal explained. “Doing a food and travel show, you’re lucky if you get on the air. Then you’re lucky to stay on. Then you’re lucky if anybody watches. I wasn’t thinking about books or tours when I started Somebody Feed Phil. I was thinking about making the show as good as it can possibly be.”
2. Will Arnett, Jason Bateman, and Sean Hayes: SmartLess Podcast
What started as a casual podcast between three actor friends during the pandemic has since become a powerhouse in the podcast industry. The SmartLess podcast, known for its candid celebrity interviews, caught the attention of major platforms. The trio signed an exclusive three-year, $100 million deal with SiriusXM. But they didn’t stop there — they launched a national tour, filmed it for a docuseries, and sold it to MAX. What began as a fun side project became a multimillion-dollar media brand.
3. Marie Kondo: From Tidying Up to Business Empire
Marie Kondo’s simple yet powerful message about decluttering your life struck a chord with millions. Her book, The Life-Changing Magic of Tidying Up, became a bestseller, but she didn’t stop there. She expanded into a hit Netflix series (Tidying Up with Marie Kondo), online courses, a home-organizing consulting business, and even her own product line of storage and organization tools. By capitalizing on the movement she created, Kondo turned a single book into an entire lifestyle brand.
4. Lin-Manuel Miranda: Hamilton and Beyond
When Hamilton became a Broadway phenomenon, Miranda saw the opportunity to expand beyond the stage. By maintaining ownership over the production, he turned it into a global touring success, a best-selling book, and a Disney+ film deal. Merchandise, educational content, and international licensing have further extended the Hamilton brand. As the writer of the music, lyrics, and book for the musical, Miranda is positioned to continue earning from the brand well into the future.
5. Taylor Swift: Reclaiming Her Masters
After losing control of her original recordings, Swift didn’t just move on — she turned adversity into opportunity. By re-recording her albums (Taylor’s Version), she not only regained ownership of her music but also created a new wave of fan engagement and sales. She took this strategy further by transforming her record-breaking Eras Tour into a film, bypassing traditional Hollywood studios and distributing it directly through AMC Theatres. Swift’s ability to expand her artistry into multiple revenue streams while retaining ownership is a case study in modern entertainment business strategy.
Expanding Your Creative Work: The Financial Side
Turning your creative idea into a full-fledged business isn’t just about content — it also involves critical financial and planning decisions. As you grow, you may need to consider:
- Tour accounting: If live events or performances are part of your expansion, tracking revenue, expenses, and tax obligations across multiple cities or countries is essential — as is efficiently routing your tour to avoid excess travel, transportation costs, and burnout.
- Royalty accounting: Whether you’re earning from music, books, streaming, or licensing, proper accounting ensures you receive the royalties you’re owed.
- Deal structuring: The way you structure your contracts can impact your long-term earnings. Negotiating for ownership, revenue sharing, and intellectual property rights can set you up for financial success.
- State and local taxes: Different states have different tax rules, especially for digital and live entertainment. If you perform in different states, you may owe taxes to them. Understanding your obligations can prevent surprises at tax time.
- International tax planning: If your work expands globally, you’ll need to navigate international tax laws, royalties, and business structures to optimize your earnings and minimize tax burdens.
“You have to do your homework,” Rosenthal shared. “The first time I did my tour I had no idea how much time I would be spending bouncing around from country to country, and within countries. Now I pay a lot of attention to routing and having adequate time for breaks and travel. You can’t take anything for granted.”
How MGO Can Help
Expanding your creative work into multiple revenue streams is exciting, but it also brings financial complexities that require experienced guidance. Our Entertainment, Sports, and Media team specializes in helping entertainers and creators navigate accounting, tax, and business structuring so you can focus on what you do best.
Whether you’re managing touring income, negotiating royalties, or planning for international expansion, we’re here to support your journey. Reach out today to explore how we can help you grow your creative seed into a thriving revenue tree.