Talent Collectives

UK Creators Launch ‘Creator Voices,’ a YouTube-Backed Alliance to Press for Industry Recognition

A group of UK digital creators has formed “Creator Voices,” an independent alliance backed by YouTube...

Brand

The Sidemen Partner With Google Gemini for Multi-Video ‘Back to School’ Campaign

The Sidemen have partnered with Google Gemini to support the AI assistant’s “Back to School” campaign,...

Platform

YouTube Debuts Canadian Creator Shows, New Shopping Tools

YouTube unveiled a slate of Canadian-made creator programming and new shopping features at YouTube Features, a...

Talent Collectives

Hoonigan Co-Founder Brian Scotto Joins F=ma, Turns 321 Action Action Into In-House Studio

F=ma, the motorsports and automotive platform that owns RACER, GRIDLIFE and The ID Agency, announced that...

Influencer

MrBeast Announces His ‘Biggest YouTube Video Ever’ After Spending $10M and 1,000+ Hours on It 

Jimmy Donaldson, the creator known as MrBeast, said the YouTube video he plans to release Saturday...

Influencer

HBO Sends Cease-and-Desist to Jake Paul’s Betr Over Ad Echoing ‘Entourage’ Dynamic

HBO has sent a cease-and-desist letter to Betr, the sports betting company co-founded by Jake Paul,...

Influencer

Fox’s Red Seat Ventures Signs Exclusive Ad Sales & Distribution Deal With Caleb Hammer’s ‘Financial Audit’

Red Seat Ventures, the Fox Corporation-owned creator-led media company, has signed an exclusive partnership with Caleb...

Technology

Creator Content Is Becoming Input for AI Shopping. Artan AI Is Building the Measurement

If AI shopping assistants are citing a brand’s creator content to answer purchase queries, how many...

Agency

Influencer Plans to Turn Creator Campaigns Into AI Recommendation Engines

When a consumer asks an AI assistant which shoe to buy, the answer may trace back...

Influencer

Kai Cenat’s Fashion Brand Vivet Makes Its Runway Debut at New York Fashion Week

Twitch streamer Kai Cenat‘s clothing brand, Vivet, made its runway debut at New York Fashion Week...

Talent Collectives

Arcade Signs Max Fosh, Fallow Chefs, and Four Other Acts Ahead of Europe’s First Creator Media Upfront

Arcade, the management company behind YouTube supergroup The Sidemen, has signed six new creators and creator...

Strategy

Why a Hollywood IP Investment Firm Is Treating YouTube Channels Like Film Libraries

Content Partners has spent two decades buying entertainment assets that keep earning: film and television libraries,...

Platform

YouTube Expands Live Reaction Feature ‘Watch With’ to More Creators

YouTube is expanding its test of “Watch With,” a feature that lets eligible creators broadcast live...

Tech

Empyre Founder Jake Cass Wants to Turn Fan Clipping Into a Licensed Revenue Stream for Creators

Jake Cass founded Empyre to put a license agreement between creator content and the fans who...

Platform

Roblox Previews 10 Third-Party Studio Games for Fall, From Esports Shooters to AAA-Style Racing

Roblox is bringing 10 new games from independent and incubator-backed studios to the platform this fall,...

Influencer

Piers Morgan Launches Weekly Soccer Show as His ‘Uncensored’ YouTube Slate Keeps Growing

Piers Morgan is turning his World Cup coverage into a permanent fixture on his YouTube network,...

Influencer

How Laura Whaley Built a Creator Business Where Brands Partner With Her Fictional Characters 

A dating app brand reached out to Laura Whaley, and she was ready to decline. She...

Platform

YouTube Renames ‘Paid Product Placement’ to ‘Branded Content,’ Adds Disclosure Controls While Testing Local Affiliate Retailers

YouTube rolled out two separate updates to its creator tools this week, announcing a small-scale test...

Technology

Precisify Joins YouTube’s Creator Partnerships API to Bring Media-Buy Discipline to Influencer Marketing

Brands invest heavily in selecting the right creator and shaping the collaboration. What happens after, and...

Influencer

MrBeast’s First Novel Debuts Amid Conflicting Reports on Reader Demand

“The Most Dangerous Games,” the debut novel from YouTube’s most-subscribed creator Jimmy Donaldson, known as MrBeast,...

Influencer

Alex Cooper’s Unwell Sets September Premiere for ‘Unwell Summer Games’ on YouTube

Unwell, the media company run by Alex Cooper and Matt Kaplan, will launch “Unwell Summer Games”...

Influencer

YouTube Golf Group Good Good’s CEO Accuses Callaway of Coordinated ‘Media Blitz’ After Ad Scandal Fallout

Matt Kendrick, founder and CEO of YouTube golf group Good Good, publicly accused Callaway of orchestrating...

Platform

Ina Garten Launches YouTube Channel With Vox Media-Backed Video Podcast

“Barefoot Contessa” host and cookbook author Ina Garten has launched her first official YouTube channel to...

Platform

FTC Nears Lawsuit Against YouTube Over Account Suspension Policies

The U.S. Federal Trade Commission is in the final stages of preparing a potential lawsuit against...

Strategy

The Creator Metrics Brands Keep Buying and Why They’re Getting Them Wrong

YouTube recently announced that it’s changing how it counts views on the platform, ending the 30-second...