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, a TikToker is turning her meme into a dream, a gamer is bringing sour candies to retail shelves, and The Problem Child has a new home.
Creator commotion
Jools Lebron is going “beyond demure” with Viral Nation docuseries. TikTok’s most mindful creator is telling her story in a big way. Jools Lebron’s partnership with Viral Nation and FORTÉ Entertainment will examine the “proud transgender trailblazer” behind last summer’s breakout meme. Beyond Demure, indeed.
Are you ready for some pickleball? Karat is. The creator finance company got in on the sports world’s hottest craze with an influencer pickleball invitational featuring the likes of Sykkuno, LaurDIY, Steven He, and Alex Botez. The event was the culmination of Karat’s multi-year effort to host regular pickleball games in the L.A. area.
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A “Beerio Kart” stream went south for Mang0. Viewers of Ludwig‘s Beerio Kart stream watch a visibly intoxicated Mang0 harass other attendees, leading to swift retribution. The Super Smash Bros pro was dropped by esports org Cloud9 and vowed to take some time off from social media.
Real estate corner
Adin Ross bought a $26 million McMansion in Florida. Ross has a lot of streaming success, questionable taste, and Florida roots, so no part of this headline comes as any surprise. Here’s the link if you want to check out the controversial creator’s extravagant new home.
Not to be outdone, Jake Paul bought a $32 million Georgia ranch. It’s as if the influencer-turned-boxer is telling Ross, “anything you can do I can do better.” A photo tour reveals the massive property on which Paul’s new residence is situated.
Events and happenings
TwitchCon reveals list of 2025 Featured Creators. Big names like BBNO$ and Cinna are going to drop into Twitch’s annual celebration in San Diego, which is set to kick off on October 17. Tickets for TwitchCon are now available, so you can head to the gathering’s official website if you want to grab a pass.
TikTok Live adds another in-app event with its summertime Community Fest. Between June 15 and July 5, TikTok is celebrating some of the biggest names in its live-streaming community. Community Fest is described as a “warm-up” for LIVE Fest, an annual celebration of TikTok Live culture that typically kicks off in the fall.
The biz
FaZe Rug’s sour candy brand is now available at Walmart. When the gamer born Brian Awadis first introduced 1UP Candy, he sold his sour gummies directly to fans. The operation is now getting a lot bigger. 1UP confections are making their way to Walmart, where they will be stocked alongside several other creator products.
New Balance sprints into the creator world with SV2 partnership. The shoe brand your dad used to wear is now cool — just ask top NBA draft pick Cooper Flagg. These days, appealing to the youth requires a digital presence, so New Balance is tapping streamer and soccer creator SV2 as its first gaming ambassador.
TikTok sandwich king Owen Han is taking his recipes to La Brea Bakery. Han knows that the quest for the perfect sandwich is a neverending struggle. Luckily for creative eaters, Han’s partnership with La Brea will propose some novel (and tasty) topping combinations.
The ad world
TikTok brings “countdown bidding” to its live broadcasts. The new feature essentially turns TikTok Live into eBay by letting users conduct virtual auctions for items that are displayed on screen. That feature has potential benefits for creators, brands, and TikTok Shop vendors alike.
AdAge offers a dispatch from a creator-heavy Cannes Lions. This year, the advertising festival in the south of France was defined by a high volume of creator-related presentations. AdAge was on the scene with some key takeaways.
The internet is a strange place
In-N-Out sues YouTuber Bryan Arnett for prank gone wrong. The practical joker is in hot water after impersonating an In-N-Out employee for one of his videos. If Arnett wants to add another stunt to his YouTube library, he could always go “animal style” and represent himself in court.
Cursing out your customers on TikTok is not the most effective example of viral marketing. A New Jersey drew pushback from some of its customers after publishing an expletive-ridden rant on it TikTok account. I think people might be confused, so as an NJ native, let me clear one thing up: Where I come from, “fuck off” is a more colorful way of saying “how do you do.”
There’s a new website that creates YouTube rabbit holes based on customizable subject preferences. Thanks for the offer, but I don’t think I need any help with that.
