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, big deals were everywhere: A creator announced his latest investment, a risqué platform negotiated with potential buyers, and the brand behind a ubiquitous kids’ song made noise about an IPO.
The biz
Mario Joos is the Stokes Twins’ new CEO. The former Retention Manager for MrBeast announced on LinkedIn that he has accepted an offer to become the top executive for YouTube’s top identical twin duo. The Stokes Twins have shone on Shorts by utilizing some of the growth hacks employed by other big creators. Bringing in some of that MrBeast magic is a good way to keep the upticks coming.
Steven Bartlett stans for Stan with ownership stake. The Diary of a CEO host has led the vanguard of creator-investors through his savvy business moves. Now he’s joining creator commerce platform Stan as a co-owner to build (in his own words) “the future of entrepreneurship, one Creator-entrepreneur at a time.”
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Trace Alexander takes good eats to the next level with his own oat brand. The health food influencer, who has a significant following on platforms like TikTok and Instagram, is rolling out a product line titled Trace’s Oats. The trend of better-for-you food brands launched by creators is so hot right now, and Alexander is in the perfect position to get in on the phenomenon.
Creator commotion
Filian gets charitable with some Fil-anthropy. The leading VTuber gave out $10,000 to smaller streamers during an initiative on her Twitch stream. This makes me want to start a stream of my own so that I can get a little Filian bump for myself.
Should Hasan Piker have been banned for reading a murderer’s manifesto on stream? The political commentator earned yet another suspension from Twitch after he read the Capital Jewish Museum shooter’s screen during a live broadcast. He indicated that if Twitch’s rules don’t change, he could take his talents to YouTube.
A creator got herself banned for life from Carnival Cruise Lines. Here’s a word of advice for Courtney Murley: If you’re going to sneak alcohol onto your cruise by hiding it in your carry-on luggage, maybe don’t post about on TikTok afterward.
Platform headlines
OnlyFans eyes $8 billion sale. Can a hub for user-generated paywalled videos (many of them NSFW) turn itself into a tech unicorn? There might be easier ways for OnlyFans to raise a big chunk of change, but that strategy would require some…saucier maneuvers.
X launches account to promote its original programming. The platform formerly known as Twitter is getting ready to roll out a lot more original shows, which will join content from celebs like Khloe Kardashian and Anthony Pompliano. Viewers who want to keep track of those programs can follow this account.
YouTube brings some clarity to its yellow dollar signs. Getting hit with demonetization sucks. That’s why YouTube is updating its review process to automatically investigate videos that get hit with yellow dollar signs. Peep the relevant Creator Insider video for more details.
Pop culture minute
Kesha is launching a platform for musicians. Through Smash, users will be able to connect, collaborate, and work with other artists while retaining the rights to their creations. It would have been nice if Kesha could have named her platform after her biggest hit, but I think “TiK ToK” was already taken.
Nik Noctural is taking a YouTube break to focus on his music career. The guitar-shredding creator dropped an EP after announcing that he would step away from the channel he has run for more than a decade. I hope the other guitar players on YouTube will send him off with a suitably epic solo.
Lydia Ko’s training plan involves a lot of Grant Horvat videos. The LPGA Tour golfer said that she prepared for the U.S. Women’s Open by watching videos from one of YouTube’s top golf creators. Seems like Ko is the perfect candidate for Horvat’s next collab.
The internet is a strange place
‘Baby Shark’ purveyor Pinkfong is aiming for an IPO. The South Korean company, which created an inescapable children’s entertainment earworm, wants to go public. I look forward to seeing what sort of numbers Pinkfong can do-doo-doodoo-doodoo on the open market.
A Nigerian creator flaunted her wealth so hard that she earned a prison sentence. At a party, TikToker Murja Kunya sprayed money in the air. That’s a neat flex, but it’s also apparently an illegal move in Nigeria. A local court punished Kunya’s swagger by handing her a six-month sentence.
The CIA kept tabs on spies via a Star Wars fan site. Can I also learn how to turn a meme page into an intelligence operation? Yes, but not from a Jedi…
