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Reese Witherspoon‘s Hello Sunshine says it’s pouring “rocket fuel” on creator careers with its new incubator program.
But I think a little of that rocket fuel might spill over to her, too.
In case you haven’t heard, Hello Sunshine (the media brand Witherspoon co-founded in 2012 and sold to Candle Media for $900 million in 2021) just launched the Hello Sunshine Collective, a program exclusive to female digital content creators and entrepreneurs.
The inaugural class tapped 15 creators, including Valkyrae, Yolanda Gampp of How To Cake It, and Joanne Molinaro aka The Korean Vegan. All 15 participants will get support in areas like marketing, strategic partnerships, and DTC retail, Hello Sunshine says. I’m curious what else it’ll provide–and whether this kind of access to a media company with significant Hollywood ties will open creators’ careers to opportunities they might not otherwise get access to.
As for what this’ll do for Hello Sunshine, getting all these savvy creators–and, crucially, their Gen Z audiences–on board gives it potential exposure to a group of viewers that’s notoriously difficult to reach. Today’s 20-year-olds might not be emotionally attached enough to Legally Blonde to watch Witherspoon’s company’s content, but we’re betting they’re more willing to kick it with their favorite esports streamer and a top YouTube chef.
I get into all this and more with Lauren Schnipper in the latest installment of Creator Upload. Subscribe on Apple Podcasts, Spotify, or whenever you listen. You’re gonna dig it.
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