Episódios
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We're back from a whirlwind week of travel to cover the biggest events in the creator economy. Fresh off the plane from France, we share our key takeaways from Cannes Lions. We discuss why the world's biggest advertising festival, while having a much louder conversation around creators than last year, still feels like an "old school advertising convention" that has yet to fully embrace creator-led campaigns. Plus, Josh shares a powerful insight from the StreamTV conference in Denver on how legacy media is finally realizing that it has to partner with YouTube, which now consumes over 12% of all TV consumption.
We also cover YouTube's new "Open Call" feature, designed to help more creators land brand deals, and a summer trend of kid-focused content collaborations from TikTok, Mark Rober, Cocomelon, and the company behind Baby Shark.
And since we couldn't be at VidCon, friend of the podcast Phil Ranta, CBO at Fixated, calls in to provide an expert recap. Phil covers the on-the-ground vibes , the hot topics dominating the panels (like AI and industry consolidation), and the surprising lack of major announcements from the platforms this year.
00:00 Intro
00:23 Why Casey Neistat Wears Sunglasses
01:20 Lauren's First Time at Cannes
02:28 Is Cannes Still Not Creator-Centric?
03:32 The Volume of Creator Conversation is Louder
04:27 Creator Awards Without Creators?
06:12 Why Creator Campaigns Aren't Winning Yet
06:55 How Dove is Winning with Creators
07:27 Coca-Cola's Innovative UGC Campaign
08:44 The Future of Media, Marketing, and Advertising
09:43 Josh's Trip to StreamTV in Denver
11:09 Legacy Media is Finally Embracing YouTube
12:28 Prediction: Disney-Level IP Will Launch on YouTube
14:10 YouTube's Big Announcement: 'Open Call'
15:40 How YouTube Will Prevent Creator Burnout
17:50 YouTube's Incentive to Win Short-Form
19:32 This Isn't For MrBeast
20:27 Trend: TikTok Summer Camp
22:14 More Summer Collabs: Mark Rober, Baby Shark & Cocomelon
23:57 VidCon Recap with Phil Ranta
24:16 VidCon Vibes: Chill, Accessible, and Fewer Brands
24:40 VidCon Hot Topic: AI
25:24 VidCon Hot Topic: Brand Impact & Shoppable Content
26:22 VidCon Hot Topic: Consolidation & M&A
27:02 A Lack of 'Boffo' Announcements
28:56 Outro
Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.
Follow Lauren: https://www.linkedin.com/in/schnipper/
Follow Josh: https://www.linkedin.com/in/joshuajcohen/
Original music by London Bridge: https://www.instagram.com/londonbridgemusic/
Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand
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In this special episode of Creator Upload, recorded live from the 72nd annual Cannes Lions International Festival of Creativity, hosts Lauren Schnipper and Joshua Cohen feature a fantastic lineup of guests across the creator economy, including:Ed Davidson, Chief Growth Officer for Cannes Lions International Festival: Davidson discusses the growth of the creator track at Cannes Lions, now in its second year, highlighting the increasing integration of creators into the advertising industry and the festival's long-term commitment to this shift. Val DiFebo, CEO of DNY: DiFebo shares insights into how DNY is putting creators at the center of their work through their SOCI Studio offering. She discusses how creators are involved from the initial stages of campaigns and how this approach is opening new avenues for the agency. Shaina Zafar, Executive with the Next Gen Practice at UTA Marketing: Zafar, whose company JUV Consulting was acquired by UTA, talks about building intimate relationships with creators and facilitating brand deals. She also highlights the increasing presence and spontaneity of creators at Cannes this year. Sarah Potter, Global Dove Director – PR and Social Influencer, Unilever: Potter explains Dove's long-term partnerships with creators who align with the brand's values. She shares details about their #ShareTheFirst campaign, which leveraged creator-first content for a global reach. Potter emphasizes giving creators creative control and involving them in product innovation. Oui hope you enjoy!Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand
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Josh and special guest Monica Khan, Partner & Head of Digital at Strand, tackle everything that's fit to discuss in the creator economy this week. They discuss the increasing presence and influence of creators at major industry events like VivaTech and Cannes Lions. The conversation also covers a significant forecast from WPP, predicting that creator platforms will surpass traditional media in ad revenue by 2025. We also explore YouTube's substantial economic impact, contributing $55 billion to the U.S. GDP in 2024, and the broader implications of this growth for creators.Then: innovative brand partnerships, including Lowe's collaboration with MrBeast and their new Creator Partner Program, as well as Starbucks' new full time hire initiative, all in comparison to Ulta Beauty's employee ambassador initiative.0:00 Welcome Monica Khan to Creator Upload 0:44 Monica Khan at VivaTech in Paris 1:41 The Growing Creator Presence at VivaTech 2:50 Anticipation for Cannes Lions and Creator Impact 4:21 Cannes Lions: Business Gets Done for Creators 5:01 Creators Gaining a Seat at the Table 5:29 Creators Choosing Cannes Over VidCon 6:48 Traditional Media vs. Creator Platforms 7:34 WPP Predicts Creator Platforms to Exceed Old Media Ad Revenue by 2025 8:57 Validation for the Creator Economy 10:08 WPP's Influence on Ad Spend Towards Creators 11:32 The Future of Brand Investment in Creators 12:06 The Rise of Creator-Driven Platforms 13:37 YouTube's Economic Impact: $55 Billion to US GDP in 2024 14:55 The Ripple Effect of the Creator Economy 15:18 Creators Building Economic Value and Sustainability 16:46 Supporting the Creator Middle Class 18:04 The Bell Curve vs. Barbell Curve in the Creator Economy 19:52 Small Business Education for Creators 20:18 Why Brands are Working with Niche Creators 21:42 Studio-Led vs. Creator-Led Content 22:56 The Future of Cinema and Creator Influence 24:00 Studios Leveraging Social Platforms for Content Development 24:55 Lowe's Partners with Mr. Beast for Beast Games Season 2 27:05 Lowe's Creator Partner Program 27:33 Institutionalizing Creator Partnerships 28:49 Ulta Beauty's Employee Ambassador Program vs. Lowe's Scaled Program 31:38 Starbucks' 12-Month Creator Sponsorship 33:03 Upload: Major League Baseball Invests in Jomboy Media 35:28 MLB Embracing Fan-Led Storytelling 36:21 The Evolution of Creator Partnerships to Investment 36:46 Creative Freedom vs. Investment in Creator Partnerships 38:12 Upload: Mr. Beast Hires Former YouTube, TikTok, and Meta Exec Beau Avril 39:03 Beau Avril's Expertise and Impact on Mr. Beast's Partnerships 40:19 Connecting with Monica Khan on LinkedIn 41:01 Future of Creator Upload and Listener EngagementCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand
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Lauren and Josh recap the key takeaways from The Information's "Future of Influence" conference. They explore the evolving landscape of creator monetization, discussing Snap's strategy for helping creators earn money and the innovative trend of brands hiring their own customers as authentic influencers.Then: a surprising survey that reveals two-thirds of US consumers now see YouTube as a go-to destination for movies and TV shows. Finally, in Uploads & Downloads: scientists turning to YouTube to share research and fundraise in the face of government budget cuts, and discussion on the growing potential of Substack as a creator platform.00:00 Intro & Future of Influence Conference Recap03:25 Snap's Approach to Creator Monetization12:15 Are Your Favorite YouTubers Now Working at Top Brands?16:10 Brands Hiring Their Customers as Influencers22:48 Is YouTube the New Netflix?26:30 The Rise of Niche Communities30:15 Uploads of the Week: Substack & Scientists on YouTubeCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand
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Lauren and Josh are packing their linen pants and heading to the south of France! The duo breaks down a preview of the Cannes Lions Festival of Creativity, and why the heck they're going to it (and not VidCon).Also: the "Beige Lawsuit" is over, YouTube and Disney battle for key talent, plus quick takes on Dubai's creator push, Kai Cenat's Streamer University, and Hasan's recent comments on Twitch. 00:00 Intro & Upcoming Trip to Cannes03:18 What is the Cannes Lions Festival of Creativity?05:31 Cannes vs. VidCon06:54 What to Expect at Cannes10:03 The "Beige Lawsuit" Gets Dismissed14:48 Disney Acquires Cocomelon Streaming Rights17:54 Disney Sues YouTube for Poaching an Executive20:59 Upload: Dubai Wants to Attract 10,000 Creators21:42 Upload: Kai Cenat's "Streamer University"23:22 Download: Hasan Piker's "Egregiously Insufficient" Twitch Suspension26:18 OutroCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand
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This week on Creator Upload, hosts Lauren Schnipper and Joshua Cohen break down Google's game-changing AI announcements like Veo 3 for video with sound and the "Flow" filmmaking tool. They also cover a surge of industry moves, including Google's investment in AI studio Promise, Whalar's $400M valuation, Caspar Lee's Creator Ventures raising $45M, and Publicis acquiring Captiv8 in a consolidating influencer market. Plus, discussions on Instagram's new creator referral program, Kai Cenat's decision to end his Streamer University, and Samsung's FAST channel launch with creators like Dhar Mann and Mark Rober.00:00 Welcome to Creator Upload / Girl in the Closet00:43 Google's Veo 3 AI: Video & Dialogue Generation02:04 Google I/O: Veo & The Future of AI Content04:10 Google Unveils Flow AI Filmmaking Tool05:41 The AI Race & Google's YouTube Data Advantage07:36 Big Stories: Creator Economy Investment & Acquisition Boom08:05 Promise AI Studio Lands Google Investment09:42 Promise AI: Enhancing, Not Replacing, Human Creativity?11:59 AI in Hollywood: Speed, Cost, and the Future of Content14:03 Whalar Hits $400M Valuation with Major Investors14:46 Whalar's Lighthouse: The "Soho House for Creators"?16:36 Lighthouse vs. YouTube Spaces: Monetizing Creator Hubs18:00 Caspar Lee's Creator Ventures Raises $45M Second Fund20:04 Creator Ventures: Success Breeds Success20:32 Publicis Acquires Captiv823:18 Market Consolidation: The Big Picture for Influencer Marketing24:07 Uploads & Downloads24:10 Instagram's $20k Creator Referral Program: Thirsty or Smart?26:57 Kai Cenat Pulls Plug on Streamer University Amidst Backlash28:48 Samsung Launches STN FAST Channel with Dhar Mann & Mark Rober29:46 FAST Channels & Kids: Will They Watch Ads?31:41 Wrapping Up / Longitudinal Study on Kids & Media31:51 Outro & CreditsCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand
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Get the full inside scoop from YouTube's biggest event of the year! This week, Joshua Cohen reports directly from the Brandcast frontline, revealing Lady Gaga's show-stopping performance, game-changing ad updates for creators, and YouTube's bold vision for the future. Plus, major news on Mr. Beast, the NFL on YouTube, and industry-shaking acquisitions!On this episode of Creator Upload, we unpack all the critical announcements from YouTube Brandcast 2025. From the star-studded red carpet featuring MrBeast to new advertising tools like Peak Points and Cultural Moment Sponsorships, we cover what creators and marketers NEED to know. We also dive into the redesign of YouTube on Connected TVs, the launch of the official YouTube Podcast Charts, and what "There's Only One YouTube" really means for the ecosystem.Beyond Brandcast, we're talking about Mr. Beast's "Beast Games" getting renewed for two more seasons by Amazon AND his major expansion into the Middle East. Get the details on the upcoming NFL game (Chargers vs. Chiefs in Brazil) that will be live-streamed FOR FREE on YouTube. And finally, we break down significant moves in the creator management world as Ben Silverman's Propagate acquires Select Management & Parker Management, and Skybound Entertainment snaps up Nine Four Entertainment.Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand
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This week, Lauren and Josh unpack the NewFronts, including major updates from Meta, LinkedIn, and YouTube as they roll out new tools and monetization opportunities designed to connect brands with creators. From Meta's AI-powered ad formats and enhanced Creator Marketplace to LinkedIn's new BrandLink Program and YouTube's Creator Partnerships Hub, find out what these changes mean for how brands and creators interact on platform.Plus, we discuss Spotify's move to display podcast play counts, the Golden Globes introducing a "Best Podcast" category, and YouTube's massive $100 million investment in India's booming creator economy. Then, the exciting relaunch of the Just For Laughs comedy festival with new creator-focused initiatives and the impressive multi-million dollar sale of Yes Theory's merch fulfillment business.
Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.
Here's more detail on what we covered this week:
Spotify's podcast "plays" are a new metric for a booming industry - TubefilterThe Golden Globes Is Adding a Podcast Category in 2026LinkedIn is connecting brands to "top creator voices" through a new revenue sharing program - Tubefilter At Google's NewFronts pitch, execs explain how YouTube helps brands find "the perfect match" - TubefilterMeta is launching a new ad product (and using AI) to get brands closer to trending Reels - TubefilterSay it in a Snap: Highlights from the 2025 NewFrontsIn India, Neal Mohan announces YouTube’s $100 million investment in local creator economy - TubefilterJust for Laughs Is Back: New Owners Unveil Post-Bankruptcy Strategy and Initiatives With Will Arnett, Rob McElhenney and Smosh (EXCLUSIVE)Yes Theory launched a fulfillment brand for its merch. After "eight years of discipline," it's time to sell. - Tubefilter -
Justin Flom earns billions of short-form views per month. Today, we interview him to learn more about YouTube's new view calculations and how (or if) they impact creators, monetization strategies (including brand deals!), and why consistency is key. Elsewhere: YouTube's massive Q1 earnings, the latest IAB reports on the creator economy's growth, Snap's earnings, TikTok vs. Twitch, NCAA NIL updates, and SAG-AFTRA's new influencer committee.
Here's more detail on what we covered today:
Check out Justin Flom on YouTube!YouTube's quarterly ad revenue approaches $9 billion after double-digit year-over-year bump - TubefilterDigital video is dominating ad budgets, thanks to connected TV and live sports - TubefilterIAB Research: Digital Economy Surges to $4.9 TrillionGood news for aspiring influencers: Creator jobs grew 7x in recent yearsSnapchat scraps ‘simple’ redesign as it loses users in North America | The Verge TikTok beats Twitch to become the #2 most-watched streaming platform on the net--and says creators are making $10 mil a day - TubefilterSAG-AFTRA plans to invite influencers into its ranks - TubefilterNIL deals are the new recruiting hack, so agencies are helping schools turn athletes into influencers. - TubefilterCreator Upload Socials:
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Today, a world's first: Reid AI, the digital version of LinkedIn co-founder Reid Hoffman, performs its first ever podcast guest appearance right here on Creator Upload. Joining Reid AI is Ben Relles, who manages content strategy for Reid in all forms of existence.
Here's more info on what we covered today:
Follow Ben Relles on LinkedIn.20 Years of YouTube: A trip to the zoo started it all - TubefilterIt's YouTube's 20th birthday, and there are 20 trillion videos uploaded to its site - TubefilterFormer YouTube execs chart its rise from pirate ship to king of videoLinktree rolls out a suite of monetization features for creators | TechCrunchTilzy TV Interview at MashMeet NYC - MashableReid Hoffman meets his AI twin - FullCreator Upload Socials:
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We're joined by Jasmine Enberg, the VP and Principal Analyst at EMARKETER covering Social Media and the Creator Economy. We go in depth about the changing trends -- and rising tides -- in creator marketing budgets in 2025 and beyond...and how creators should take advantage. Elsewhere: Zuck on trial, Patreon's video innovation, and MrBeast's Vegas meltdown.
Here's more detail on what we covered today:
View Jasmine Enberg's coverage on EMARKETER.Follow Jasmine Enberg on LinkedIn.Companies are increasing their influencer marketing budgets. Here's what they're looking for. - TubefilterFans have more ways than ever to give creators direct financial support. But what if a recession hits? - Tubefilter Mark Zuckerberg Saw TikTok as Threat, Meta CEO Testifies - BloombergZuckerberg: Snapchat would have grown faster if it accepted $6B buyout offer | TechCrunchSnap’s new ad format asks brands to pay for creators’ education - TubefilterMrBeast responds as ‘MrBeast Experience’ in Las Vegas descends into chaos - DexertoCreator Upload Socials:
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Today, we interview Marian Brannelly, Global Director of Awards for the Cannes LIONS Festival, to learn more about their Creators programming lineup and why creators should attend. Also: Vimeo helping creators launch their own streaming services, Netflix fires shots at YouTube, and the impact of tariffs on the creator economy.
Here's more detail on what we covered today:
Learn more about Cannes LIONS Creators here. (Will we be seeing you there??)Follow Marian Brannelly on LinkedIn.Vimeo's new product lets creators build and monetize their own streaming services - Tubefilter Trump’s tariffs killed his TikTok dealMrBeast says it'll be 'way cheaper' to make his Feastables chocolates outside the US because of Trump's tariffsQTCinderella's business is in trouble after tariffsInstagram's latest attempt to copy TikTok will bring improvements to its "content search" - TubefilterInstagram tests locked reels that can be accessed with secret codes | TechCrunchNas Daily's Dubai hotel has maker spaces for creators--and lets some share in its revenue - TubefilterCoryxKenshin's manga just sold 200,000 physical copies in a week - TubefilterCreator Upload Socials:
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Technically, TikTok is supposed to be banned again tomorrow. Will it? It remains to be seen...but in the meantime, a long line of potential buyers have risen their hands. What will Trump decide? Lauren and Josh break it down today, along with all the other creator economy headlines fit to discuss.
Here's more detail on what we covered today:
Spotter just took YouTube's biggest creators to its own Upfronts - TubefilterCreators want to go steady with big brands - TubefilterSpotter Showcase – NYC 2025Trump to Outline TikTok Deal Proposal, With ByteDance Retaining Stake — The InformationTrump team has weighed deal to save TikTok that would leave algorithm in Chinese ownershipAppLovin and Amazon Emerge as TikTok Bidders Ahead of Trump’s Deadline - WSJAmazon Said to Make a Bid to Buy TikTok in the U.S. - The New York TimesWhy a 30-Year-Old Magazine Is Embracing Creators — The InformationQVC will be on TikTok 24/7 with round-the-clock shoppable streams - TubefilterA fresh estimate suggests that YouTube could be worth as much as $550 billion - TubefilterHollywood studios were claiming AdSense revenue from YouTube's deluge of AI slop. Now what? - TubefilterMovie studios are being financially rewarded for AI slop on YouTube | The VergeCreator Upload Socials:
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Today, Josh is joined by special guest cohost Drew Baldwin, Josh's partner in crime at Tubefilter. After 17 years, we finally got him on the show! On the show itself, first: YouTube changes up the definition of what a view is, as content consumption preferences continue to move away from legacy media. Elsewhere: Good Good Golf gets great money, a TikToker is running for office, and the most outrageous sigma grindset maybe parody video we've ever seen, featuring Saratoga Water. Dive in!
Here's more detail on what we covered today:
YouTube is making Shorts views go up - TubefilterSeniors are watching twice as much YouTube on TVs as they were a year ago - TubefilterYouTube sets viewership record beating out Netflix, Prime Video & Disney+ - Dexerto2025 Digital Media Trends: Social platforms are becoming a dominant force in media and entertainmentPeyton Manning Joins $45 Million Fundraising for Good Good Golf - BloombergGood Good just got $45 million to grow its YouTube golf empire - TubefilterInfluencers are shaking up politics by winning elections. A progressive TikToker wants to be next. - Tubefilter'We Are in an Emergency': Progressive TikTok Star Launches Bid to Unseat Old-Guard DemNo, Ashton Hall isn't sponsored by Saratoga Water. But soon he might be. - TubefilterViral morning routine creator Ashton Hall doesn’t care about people copying his content - DexertoCreator Upload Socials:
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Lauren and Josh are back in the studio (Josh, notably, caffeine-free) to discuss the biggest beef in kids content today...Bluey vs Brainrot? Well, at least that's what YouTube's new Youth Digital Wellbeing Initiative has us believing.
Elsewhere: more than half of brands will pay YouTubers to market their products this year; March Madness sells out its ad space early, and the biggest game show of all time is on for Season 2.
Here's more detail on what we covered today:
Bluey is the top kids' show on streaming. Rights holder BBC is "only just getting started." - TubefilterThere's a lot of slop on the internet. YouTube, Moonbug, The Wiggles, and more say they'll stop kids from watching it. - TubefilterMore than half of brands will pay YouTubers to market their products this year - TubefilterMarch Madness ads sold out "earlier than it has historically.” Did NIL influencer deals play a part? - TubefilterLilly Singh is launching a network for South Asian YouTubers - TubefilterMrBeast will give away $15 million in prizes during second season of 'Beast Games' - TubefilterTurns out Gen Z doesn't like video podcasts. Now what? - TubefilterCreator Upload Socials:
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Lauren has just returned from SXSW (and announced a new role!) and is here with Josh to spill all the details on the creator front from the marathon conference. Then: creators are usurping TV ad dollars via their own version of Upfronts, and MrBeast's investor deck leaks additional detail about his various businesses. Plus: the biggest creator charity event of the year just happened in the UK, and it crushed.
Here's more detail on what we covered this week:
Lauren's got a new gig!SXSW behind the scenes: 6 topics everyone was debating in TV, film, and the creator economyTop YouTube Creators to Hold Their Own Upfront Event in Bid for TV Ad DollarsCreators are making premium shows on their channels, so Spotter is giving them their own upfront - TubefilterMrBeast's investor pitch deck shows why he's shifting his focus to Beast Industries - TubefilterSnap introduces AI Video Lenses powered by its in-house generative model | TechCrunchInstagram is sliding into your DMs with 20 new features - TubefilterInstagram Has Launched Over 20 New DM Features Recently: CHART - Business InsiderSidemen soccer match raises £4.7 million for charity, cements its legacy as top-tier creator entertainment - TubefilterCreator Upload Socials:
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Josh rediscovers crochet and Lauren teases SXSW. Meanwhile, YouTube is leaning harder than ever into its premium era, and creators are scrambling to polish their content offerings to match.
Here's more detail on what we covered today:
YouTube brings its more affordable ‘Premium Lite’ subscription to the US | The VergeYouTube's Premium Lite tier arrives, providing cheaper access to ad-free viewing - Tubefilter YouTube wants to use its dominance on TV screens to sell more premium subscriptions - TubefilterHow YouTubers are adapting their businesses to cash on a TV gold rushThe True Costs of Being on YouTube - by carla lalli musicTwitter Co-Founder Ev Williams Is Building Another Social NetworkCreator Upload Socials:
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Lauren and Josh are finally back in the studio together, just in time for MrBeast to claim his business should be valued at $5 billion. Elsewhere, Alex Cooper dumps Alix Earle as the latter leaves Unwell, YouTube takes over the podcast crown, and Crime Junkie cashes in (though with over $40 million of annual profit...why?). All that, plus Reels might go standalone. Lots to cover!
Here's more detail on what we discussed today:
YouTube Star MrBeast Is Raising Money at a $5 Billion ValuationMrBeast Admits He Lost A Lot Of Money On 'Beast Games': "I Lost Tens Of Millions Of Dollars On That Show. I'm An Idiot."YouTube's podcasts now reach one billion users per month - TubefilterYouTube's next anti-ad blocker move? Introduce cheaper Premium - TubefilterInstagram May Launch Reels as Separate App, Increasing Pressure on TikTok — The InformationAlix Earle’s ‘Hot Mess’ Podcast Dropped by Alex Cooper’s Unwell Network (EXCLUSIVE)Alix splits from Alex: Earle dropped from Cooper's Unwell Network - Tubefilter'Crime Junkie' Host Ashley Flowers Raises $40 Million to Build Podcasting Empire - BloombergThe most popular podcaster not named Joe Rogan is building a $250 million true crime network - TubefilterCreator Upload Socials:
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This week, Josh welcomes special guest cohost Billy Parks. Billy is a Venture Partner at Slow Ventures, which recently announced a $60 million fund for creators. On the show, we discuss the landscape of creator brands through the investor lens -- and also take a look at some headlines for the week, including the NikeSKIMS announcement and a peculiar case of true crime, fake content.
Here's more detail on what we covered this week:
Follow Billy Parks on LinkedIn.Slow Ventures announces $60 million fund to back creator businesses in "high value verticals" - TubefilterYouTube shuts down "true crime" channel that was all AI lies - TubefilterNIKE, Inc. and SKIMS Introduce New B rand for Women: NikeSKIMSHow a computer that 'drunk dials' videos is exposing YouTube's secretsCreator Upload Socials:
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This week, Lauren is joined by special cohost Jamie Gutfreund (Forbes; Creator Vision) to look back at 20 years of YouTube through the lens of their 2025 letter from CEO Neal Mohan. Then: Netflix pursues podcasters, Poppi tarte-d at the Super Bowl, and Buzzfeed invests in hopecore via a new social media platform.
Here's more detail on what we covered this week:
Follow Jamie Gutfreund on LinkedIn!Jamie covers the creator economy on Forbes -- more here.More on Creator Vision here.From the YouTube CEO: Our big bets for 2025Neal Mohan says YouTube is the new TV--and creators are the new Hollywood - TubefilterDespite YouTube's investment in Shorts, viewers are gravitating toward long-form video - TubefilterFebruary 14 marks the 20th anniversary of YouTube's founding - TubefilterYouTube and Spotify want to be video podcast kings. But they might have a new challenger: Netflix. - TubefilterNetflix is eyeing video podcasts and once courted 'Call Her Daddy' star Alex CooperBuzzFeed to launch new social media platform called BF IslandDuolingo Owl Dies—But ‘The Dead Internet Theory’ Lives OnPoppi sent vending machines to influencers — and it majorly backfiredCelebrities Protest Kanye West in Fake AI Video; Scarlett Johansson Makes StatementCreator Upload Socials:
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