Companies are tapping creators for their expertise. Doing Things wants Jake Krantz to lead its new era of original content.

Over the last five years, people outside the internet bubble have realized what we insiders have known for years: Digital content creation is the next major entertainment force, and is growing to such a scale that it rivals traditional TV, streaming services, and Hollywood itself.

And that increased external recognition of our legitimacy has led to serious injections of cash for the industry, including investments in content creators starting their own studios and businesses.

But companies (both within and outside of the digital content industry) are also investing in creators with more than just cash. We’ve seen a spate of businesses recognize creators’ expertise and bring them in for advisory, leadership, and even executive positions, asking for their direction to help reach online audiences with content, ads, and products.

The latest example is Doing Things, which just tapped short-form comedian Jake Krantz as Creative Director of its newly formed talent and video team.

Doing Things was founded in 2017 and now has a stable of over 40 creator owned and operated content brands, including Bob Does Sports, Recess Therapy, Middle Class Fancy, Overheard, and Shitheadsteve. Together, these brands publish over 100 pieces of original content per day, generating billions of views each month, it says.

As for Krantz, he’s a career comedian who went viral in 2021 by poking fun at awkward “You too!” situations–e.g., a movie theater staffer tells you to enjoy your show, and you automatically respond “You too!” reminding them that they are not in fact going to see a movie, but instead going to endure the endless remaining hours of their shift dealing with people like you.

He went on to grow an audience of more than 4.5 million followers across TikTok, YouTube, and Instagram, and now generates over 100 million views per month.

Doing Things says Krantz will “leverage his creative expertise to develop and create original and branded content” for its aforementioned 40+ social media brands.

Krantz isn’t new to Doing Things. He’s been working with it as a creator partner since 2023, and participated in its creator-fronted campaigns for companies like Coca-Cola, Kellogg’s, and Conagra Brands.

Doing Things wants him on full-time now because 2024 was its best year yet, it tells Tubefilter. It didn’t give exact revenue figures, but said its 2024 income was quadruple what it earned in 2021, and it wants to put Krantz atop that momentum, where he can drive Doing Things into a new era of original and branded content.

“Last year was Doing Things’ biggest year yet and as we continue to grow, we are looking to expand our teams with creator talent that know how to develop authentic content that engages–both from an audience and brand perspective,” Doing Things’ CEO Reid Hailey said in a statement. “Jake is a trend setter who dominates video meme culture and has an unparalleled talent for blending humor and storytelling in ways that resonate deeply with audiences. His creative vision and ability to create content that’s both engaging and shareable make him the perfect addition to our growing talent and video team. We’re excited to see how he’ll help drive our original content initiatives forward.”

Krantz added, “I’m super excited to partner with Doing Things where I will be working with a team of like-minded creatives to engineer new and exciting ways of creating entertainment that will stand out from the crowd. The team’s dedication to innovative storytelling and creator empowerment aligns perfectly with my own passion for creating content that entertains and inspires.”

Krantz is based out of Los Angeles; Doing Things is headquartered in up-and-coming creator city Atlanta.