Each week, we handpick a selection of stories to give you a snapshot of trends, updates, business moves, and more from around the creator industry. This week, platforms are making monetization moves, creators are teeing off on YouTube, and TikTok has lost one of its top execs as ban talk ramps up.
Platform headlines
Press X for cash. As part of his quest to make X “the everything app,” Elon Musk partnered formerly-Twitter with Visa back in January to develop a digital wallet and peer-to-peer cash transfers that’ll all happen on X. Now some users are starting to see the functionality debut, and they’ll have to decide whether or not they want Musk in their money.
Snapchat is going local. With its multicity “Creator Connect” campaign, the app is diving into Indian communities and searching for up-and-coming content creators to provide with mentorship, networking opportunities, and growth tools.
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Spotify’s Partner Program expands. After launching its new monetization program in the U.S., U.K., Canada, and Australia earlier this year, Spotify is eyeing more territories. The program (which is aimed at rewarding creators making “premium” video content) will push out to creators in France, Belgium, Luxembourg, Netherlands, Ireland, New Zealand, Germany, Austria, and Switzerland this April.
Meta’s DEI chopping block. In 2021, Meta committed $25 million to We the Culture, an in-house initiative designed to support and uplift Black creators. But after that initial investment, the money seems to have dried up–and now, as Mark Zuckerberg cozies up to the new Trump administration and Meta axes DEI programs, We the Culture’s landing pages have been erased from existence.
Roblox creators aren’t big on brand deals. There’s some contention currently over whether Roblox is hamstringing creators by keeping brand relationships for itself (and its year-old ad program). But creators told Digiday they’re not relying on brand deals to make money. Instead, individual players are filling their wallets.
Getting sporty
Grant Horvat goes pro. The million-subscriber golf YouTuber headed to the minor league Abacoa March Classic in Jupiter, Fla., and finished 25th out of 92 competitors. And, of course, he also vlogged what it’s like to get on the green.
Golf isn’t done yet. And neither is Horvat. On April 5, his YouTube channel will be the official broadcast partner for a LIV Golf tournament pairing six pros up against six content creators, including Horvat himself and Bob Does Sports‘ Fat Perez.
A quick 100K. While golf is arguably the sport having the biggest moment on YouTube right now, there are others successfully competing for audience attention, too. Like cricket and its star Irfan Pathan, who attracted over 100,000 subscribers within six days of launching his own channel.
Movers and shakers
Brat TV exec gets a new gig. The production company’s former Head of Talent, Shannon Martin-Resnick, has joined Proud Management as VP of Talent, and will spearhead creator partnerships. Proud is also promoting Kym Conley, its Director of Operations & Business Development, to COO, a move it says will “reinforce its commitment to authentic brand-creator collaborations.”
TikTok loses its ad chief. As ban talk continues, TikTok‘s President of Global Business Solutions, Blake Chandlee, is leaving the company after six years. He’ll remain an advisor, and said his exit was part of “streamlining” TikTok’s Global Business Solutions and Global Monetization Product Technology teams.
Money, money, money
Remix millions. Hook, a music-focused social media app that lets users (legally) remix songs by major artists, has raised a fresh $3 million round, bringing its total investments up to $6 million. “For too long, the industry has been stuck choosing between protecting artists’ rights and enabling creative expression. Hook creates a future where fans and creators can freely express themselves, artists and labels can properly monetize their work, and the entire music community thrives together,” founder and CEO Gaurav Sharma said.
Crowdsourced cash. Meanwhile, Connyct, a college-students-only social network, has raised $50,700 through crowdfunding investment platform Wefunder. The vast majority of that sum–$50,000–came from one lead investor, but Connyct is hoping others will chip in $200,000 to help it meet the round’s $250K goal.
