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 pop culture tentpole pays homage to its roots while multiple creators reward their fans with new plans and partnerships.
Creator commotion
Dhar Mann Studios is going on an “interactive” tour. In Dhar Mann Studios Live: An Interactive Experience, attendees will help determine character actions and potentially influence the ending of the show. The event series, which kicks off on July 16 in Houston, is still described as family-friendly. So even if Mann’s fans will influence the proceedings, don’t expect the YouTube moralist to stray from his righteous path.
Alix Earle’s broken Gymshark deal leads to lawsuit. Did the athleisure brand break up with the TikTok “it girl” because of her pro-Israel stance? That’s what the timing of her firing suggests, and Earle is taking Gymshark to court over the alleged breach of contract.
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Adin Ross’ two-year Twitch ban is over. In 2023, the controversial streamer lost access to his Twitch account due to “unmoderated hateful conduct” in his chat. These days, Ross is enjoying a glow-up thanks to his affiliation with President Trump, and Twitch is letting him back on the platform. For now, his peak follower count of 7.2 million has not been restored.
Pop culture minute
A Minecraft Movie has plenty of creator cameos. Our concerns about the adaptation’s creator-light promotional tour proved to be unfounded. Aphmau got a cameo in the film, and a shot of a crown-wearing pig served as a tribute to departed gamer Technoblade.
TikToker Jake Shane hacks into Hacks. First, he broke out on social media. Then he launched a hit podcast called Therapuss. After that, it was time for a role in a Poppi Super Bowl ad. Now, Jake Shane is joining an acclaimed Max original for its fourth season.
Chris Olsen is the latest influencer to get his own SiriusXM show. SiriusXM has leveraged the clout and credibility of creators since forever. Olsen, a so-called “professional fanboy,” is the next internet standout to get an opportunity on the radio.
The biz
MrBallen’s book empire balloons thanks to expansive deal. Business is booming for John Allen, the former Navy SEAL who now tells “strange, dark, and mysterious” stories on a namesake channel. A five-book agreement with Ten Speed Press will add to Allen’s oeuvre with a mix of adult and YA titles.
Rhett and Link’s Mythical goes to the mall. The brand behind YouTube’s favorite talk show duo has some items available at Zumiez locations. Zumiez previously waded into the creator waters by working alongside the likes of Hila Klein and Danny Duncan.
The ketchup economy is here. Do people prefer to eat fries with mayo rather than ketchup? Hellmann’s thinks so — that’s why it’s letting people exchange old ketchup packets for mayo coupons. But if your preferred condiment is Belgian frites sauce (i.e. ketchup + mayo), Hellmann’s is asking you to make an impossible choice.
NAB Show is back in the lab. For the second year running, the media-tech conference is carving space for our industry with its Creator Lab. Karen Chupka, NAB’s EVP of Global Connections and Events, tells Tubefilter, “As Creator Lab enters its second year at NAB Show 2025, it’s poised to be a key driver in the evolution of the creator economy. This year’s expanded experience offers creators unparalleled access to cutting-edge tools and technologies, while fostering collaboration, hands-on learning, and networking opportunities.”
Platform headlines
Ted Sarandos says Netflix is better for creators than YouTube. Uh huh, got it. The Netflix boss went on the offensive this week, claiming that his platform represents a better deal for creators than YouTube because it offers big upfront payments. Okay, Ted — but maybe some creators are willing to forfeit some initial earnings if it means they don’t have to deal with Netflix’s confusing numbers.
Kanopy is getting into original content. The streaming service that offers free movies for library patrons is about to release the first film it co-produced. Banned Together is a documentary that will examine the recent rise in restrictions on literature.
Children’s media company pocket.watch grows its streaming network. A deal with Amazon Prime Video Channels will bring the Ryan and Friends Plus hub — which features the titular toy lover and his family — to international audiences. More original programming is coming to that channel, too.
The internet is a strange place
The Studio Ghibli trend nearly melted ChatGPT. Sam Altman said that “our GPUs are melting” after a ChatGPT update brought Miyazaki-style graphics to generated images. OpenAI’s model operates much faster than the animators who create Ghibi’s detailed landscapes, but not even ChatGPT can make crisp animation without some side effects.
MLB players are learning a hot new pitch on TikTok. The “kick change,” which uses a knuckleball grip, is the hot new delivery for professional pitchers, and Hayden Birdsong of the San Francisco Giants said that he learned it on TikTok. If Birdsong switches over to YouTube, he could learn how to throw a javelin next. The umpires might have something to say about that, though.
A YouTuber “regrets” his decision to turn Elvis’ private jet into an RV. Jimmy’s World says he regrets paying $234,000 to purchase and convert the plane that was once owned by The King. Well, Jimmy, if financial mismanagement has you blue, I can think of some nice Elvis tunes that might be able to express how you feel.
