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, MrBeast is as busy as ever, a top podcaster has new agency representation, and Gen Z is locking in for the fall season.
Creator commotion
MrBeast has more lobbyists in North Carolina than several major corporations. A post on X revealed some of the individuals — including former Republican State Senator Tom Apodaca — who are lobbying on MrBeast’s behalf in his home state. Given the amount of legwork that goes into a typical MrBeast clip, his desire for close relationships with local government officials makes sense.
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Kai Cenat celebrates Mafiathon 3 with a custom Fortnite skin. The streamer chose a black-and-orange get-up as his form of representation within the world of Fortnite. If you’ve been following along with Cenat’s Twitch subathon, you’ll want to get your hands on these virtual items by Any Means Possible.
Megan Thee Stallion hit Adin Ross with a musical lawsuit. The rapper hired a mariachi band to travel to Ross’ house and deliver court papers to the contentious streamer. Meg alleges that Ross made defamatory statements in the wake of a 2022 shooting involving rapper Tory Lanez. That sure sounds like him.
Agency dealings
Joely Live signs with WME. The host of Pucker Up — a sour candy-themed take on Hot Ones — has a new deal. “Pucker Up is just getting started, and the best is yet to come,” Joely told Tubefilter. “The team at WME truly understands the vision and the amazing Pucker Up community, and together we’re ready to take things to the next level. Can’t wait for this next chapter!”
Vanillamace links up with UTA. The TikToker and Twitch streamer is a jack-of-all-trades whose content ranges from vlogs to gameplay videos. Her deal with UTA will allow her to build on the momentum she has already accrued online.
Movers and shakers
Roblox finds an exec to oversee its growing crop of ad partnerships. As the sandbox engine expands its network of branded worlds, it has brought on Mike Schoelch as its Head of Agency Partnerships. So if we do end up with a Roblox Adpocalyse, we know who will be charged with resolving it.
The former head of CBS News is taking a role at beehiiv. In an advisory position, Wendy McMahon will work alongside beehiiv CEO Tyler Denk. The newsletter hub wants to attract esteemed journalists to its shores, and McMahon will play a crucial role in that mission.
Netflix’s Chief Product Officer is leaving the company. Over a five-year stint at Netflix, Eunice Kim played a role in the streamer’s password-sharing crackdown and the redesign of its landing page. Now she’s moving on, though Netflix did not provide an official reason for her departure.
Shavone Charles is moving on from TikTok. Charles was one of the key execs in charge of diversity, equity, and inclusion at TikTok. Her next move is a fashion-forward web series, so circle New York Fashion Week on your calendar if you want to see what she’s up to.
The biz
Logan Paul’s investment in a massage company is his sweet Aescape. Given the abuse Paul endures in the WWE ring, he could use a good massage. That’s why he’s joining Aescape — a service for booking customized massages — as an investor and partner.
Feastables is now certified kosher. MrBeast already claimed that his candy brand contains better-for-you ingredients and a new-and-improved taste. Now that it is officially kosher as well, I’m kvelling over here.
Twilight is the latest film getting the free-on-YouTube treatment. Studios are using YouTube as a long-tail distribution window, and fans of the Twilight saga are sparkling with delight. During a week-long event, all five films from the franchise are streaming for free on YouTube. Now I’ll finally learn which of you readers have been Team Jacob all along.
YouTube’s NFL audience was actually a bit bigger than we thought. After resolving an “internal issue,” YouTube announced that it actually registered 18.5 million U.S. viewers during its free broadcast of the week one matchup between the Chargers and Chiefs. I assume this audit was initiated after Neal Mohan threw a red flag onto the floor at YouTube HQ.
The internet is a strange place
RIP to Maru the Cat. The feline who was known for her ability to fit into small boxes has passed away at age 18. Maru once ranked among the internet’s most-watched animals, and I hope she is loafing up a storm in kitty heaven.
Is “the great lock-in” Gen Z’s new autumnal tradition? Zoomers are seeing off summertime fun and getting ready for a full season of hard work and personal growth. I appreciate the bootstrapping attitude of today’s twentysomethings, though I think I’ll stick with the much simpler fall tradition that I know and love — decorative gourds everywhere.
