Recent Editions

IJW co-founders, from left to right: Radu-Sebastian Amarie, Stefan-Gabriel Muscalu and Paul Robert Cary. Photo courtesy of company.
Creator Economy

A Startup Uses AI to Find the Perfect Video Clip

By Kaya Yurieff · Jan 8, 2025 2:00pm PST
Creators sometimes have trouble sifting through their vast libraries of videos to find a specific clip or sponsorship. A new artificial intelligence startup is developing new products to quickly surface those visual moments.IJW, which stands for It Just Works, plans to unveil its first offering, StarZero, on Sunday at the 1 Billion Followers... Creators sometimes have trouble sifting through their vast libraries of videos to find a specific...
YouTube CEO Neal Mohan. Photo via Getty
Creator Economy

Meta’s Fact-Checking Reversal Ups Ante for YouTube

By Erin Woo · Jan 7, 2025 3:04pm PST
These are not golden days for the individuals working in the trust and safety teams of social apps.  Late last year, we reported on the fights within TikTok to make the app more appealing for President-elect Donald Trump and his supporters in which the company’s lobbying arm prevailed over its content moderation staff. Then on Tuesday,... These are not golden days for the individuals working in the trust and safety teams of social...
TikTok CEO Shou Zi Chew leaves a meeting in the Russell Senate Office building in March 2024. Photo via Getty.
Creator Economy

Four Predictions for the 2025 Creator Economy

By Kaya Yurieff · Jan 2, 2025 2:00pm PST
Welcome to the first edition of Creator Economy in 2025! With a new U.S. presidential administration and TikTok’s future in the country hanging in the balance, this year is already off to a busy start. Here’s what I’m forecasting will happen over the next 12 months: • The Supreme Court will uphold a U.S. law that could ban TikTok. After... Welcome to the first edition of Creator Economy in 2025! With a new U.S. presidential...
DJ Diplo at The Information's 2024 Creator Economy Summit. Photo by Erin Beach
Creator Economy Year In Review 2024
By Kaya Yurieff · Dec 31, 2024 1:29pm PST
DJ Diplo at The Information's 2024 Creator Economy Summit. Photo by Erin Beach
Creator Economy

Creator Economy Year In Review 2024

By Kaya Yurieff · Dec 31, 2024 1:29pm PST
Nearly four years ago, we started this newsletter because we saw more influencers making careers out of their online followings. While that’s still the case, the year 2024 marked a high for their influence in politics, business and culture. It really felt like creators were everywhere, from becoming a key part of political campaigns to inking ... Nearly four years ago, we started this newsletter because we saw more influencers making careers...
Holiday decorations surrounding the East Wing entrance of the White House. Photo by Getty
Creator Economy

Biden Bids Creators a Holiday Farewell

By Kaya Yurieff · Dec 19, 2024 1:00pm PST
I spent Tuesday afternoon at the White House’s holiday party for influencers. It was packed: more than 500 attendees mingled over spiked eggnog and cocktail shrimp, including hip-hop artist Flava Flav, comedian Keegan-Michael Key, reality TV star turned podcaster Harry Jowsey—and of course, the Bidens. Tuesday's party, the second year the... I spent Tuesday afternoon at the White House’s holiday party for influencers. It was packed: more...
Photo by Getty
Creator Economy

TikTok's Trip to Supreme Court Could Play Out in Three Main Ways

By Kaya Yurieff · Dec 18, 2024 2:58pm PST
Well that was fast! The Supreme Court on Wednesday said it would take up TikTok’s appeal challenging a U.S. law that could ban the video app next month.Just two days earlier, TikTok had asked the Supreme Court to temporarily halt the law. But the court on Wednesday deferred a decision on granting such a freeze until after oral arguments, which... Well that was fast! The Supreme Court on Wednesday said it would take up TikTok’s appeal...
Photos by Getty.
Creator Economy

The Year In Charts, From Podcasts to Startup Funding

By Kaya Yurieff · Dec 17, 2024 2:00pm PST
We published a ton of our popular charts and tables this year, comparing everything from TikTok’s growing list of rivals to shifts in how creators make money. After looking back at our work, three data points stand out for representing major themes in the creator economy this year.First up: podcasting’s big boom. The most popular hosts,... We published a ton of our popular charts and tables this year, comparing everything from TikTok’s...
Art by Mike Sullivan via Midjourney.
Music AI Startups Get Creative to Avoid Copyright Lawsuits
By Rocket Drew · Dec 12, 2024 2:40pm PST
Art by Mike Sullivan via Midjourney.
Creator Economy

Music AI Startups Get Creative to Avoid Copyright Lawsuits

By Rocket Drew · Dec 12, 2024 2:40pm PST
With the Grammys on the horizon, let’s talk about the growing number of startups that are using generative AI to make music. There’s been a wave of investor and founder interest in this technology. But creating music from other music faces major copyright risk. Already, companies including Universal Music Group, Sony Music Entertainment and... With the Grammys on the horizon, let’s talk about the growing number of startups that are using ...
Spotter CEO Aaron DeBevoise. Photo via Spotter
Creator Economy

Spotter, a Startup that Funds YouTubers, Lays Off Staff Following Amazon Deal

By Kaya Yurieff · Dec 11, 2024 2:04pm PST
Creator startups are still trying to figure out how to grow their businesses—and that process sometimes results in layoffs as they revamp their strategies. One of the latest is Spotter, a five-year old startup that’s best known for offering upfront financing to YouTubers. It cut staff in early November across different parts of the Los... Creator startups are still trying to figure out how to grow their businesses—and that process...
Project Liberty founder Frank McCourt. Photo via Getty.
Creator Economy

The Billionaire Who Wants to Buy TikTok

By Kaya Yurieff · Dec 10, 2024 2:00pm PST
Earlier this year, billionaire Frank McCourt hosted a dinner in Malibu, Calif. with more than a dozen TikTok creators to tell them about his proposal to buy the short-form video app. The aim of the dinner was to feel out with creators whether the bid was “on the right track,” McCourt said in an interview. Earlier this year, billionaire Frank McCourt hosted a dinner in Malibu, Calif. with more than a...
Prince Ghosh, Factored Quality's cofounder and CEO (left) and Ronak Trivedi, Pietra's cofounder and CEO (right). Photo via Pietra.
Creator Economy

Creator Startup Strikes Deal to Help Anyone Launch the Next Feastables

By Ann Gehan · Dec 5, 2024 2:00pm PST
Pietra, a startup that helps creators and celebrities like Chrissy Teigen launch and manage their own brands, is diving deeper into the crucial behind-the-scenes work it takes to get a hot new product up and running. The company is acquiring Factored Quality, a startup that works with popular brands like Brooklinen to set them up with... Pietra, a startup that helps creators and celebrities like Chrissy Teigen launch and manage their...
"Call Her Daddy" host Alex Cooper at Wednesday’s DealBook Summit. Photo via Getty.
Alex Cooper’s Trump Call; Influencer Marketing M&A
By Kaya Yurieff · Dec 4, 2024 2:23pm PST
"Call Her Daddy" host Alex Cooper at Wednesday’s DealBook Summit. Photo via Getty.
Creator Economy

Alex Cooper’s Trump Call; Influencer Marketing M&A

By Kaya Yurieff · Dec 4, 2024 2:23pm PST
Alex Cooper’s popular “Call Her Daddy” podcast was one of a handful to host Democratic presidential hopeful Kamala Harris in the run-up to November’s election. But she could have hosted both candidates. Donald Trump’s campaign reached out about appearing on the show, Cooper said on stage at the New York Times’ DealBook Summit on Wednesday. ... Alex Cooper’s popular “Call Her Daddy” podcast was one of a handful to host Democratic...
Cameo CEO Steven Galanis. Photo courtesy of HBO.
Creator Economy

Cameo’s Open Casting Call

By Kaya Yurieff · Dec 3, 2024 2:00pm PST
As shutdowns and acquisitions continue to hit the creator economy, some of the sector’s buzziest pandemic darlings are still chugging along and trying to revamp their businesses. The latest: On Tuesday, Cameo announced it’s making it easier for online personalities to sign up to join the video shoutout service. The startup said its new... As shutdowns and acquisitions continue to hit the creator economy, some of the sector’s buzziest...
Photo via Getty
Creator Economy

TikTok’s Dirt Cheap Pricing Is a Ghost of Christmas Past

By Kaya Yurieff · Nov 27, 2024 2:23pm PST
We’re in the second year of an intense holiday shopping drive on TikTok. Sadly for all you bargain hunters, the dirt cheap prices that teased TikTok users a year ago are no more. But the app is still heavily promoting discounts as it’s rolled out other improvements and features, like livestreaming. As I browsed the Shop tab on TikTok this... We’re in the second year of an intense holiday shopping drive on TikTok. Sadly for all you...
Rappers Drake (left) and Kendrick Lamar (right). Photos via Getty.
Creator Economy

Drake-Kendrick Beef Highlights Murkiness of Influencer Marketing

By Sahil Patel · Nov 26, 2024 2:08pm PST
The biggest rap beef in music history now includes threats of legal action—and allegations that the most powerful music label in the world engaged in an illegal payola scheme by paying influencers to promote a hit song. The allegations illustrate the Wild West of influencer marketing, which lacks some of the enforcement mechanisms that keep... The biggest rap beef in music history now includes threats of legal action—and allegations that...
Caption: YouTube’s new gifts feature. Photos via YouTube.
Why YouTube and TikTok Are Pushing Live Tipping
By Rocket Drew · Nov 21, 2024 2:52pm PST
Caption: YouTube’s new gifts feature. Photos via YouTube.
Creator Economy

Why YouTube and TikTok Are Pushing Live Tipping

By Rocket Drew · Nov 21, 2024 2:52pm PST
Last week, YouTube began introducing jewels, virtual tips that fans can buy to send creators during livestreams. YouTubers can exchange these tips for cash, a penny per jewel. The Google-owned video site is the latest to get into live tipping, which has been popular for years on Twitch. As the chart below shows, most major social apps are... Last week, YouTube began introducing jewels, virtual tips that fans can buy to send creators...
Redpoint Ventures’ Rashad Assir and Morning Brew’s Dan Toomey speak on a panel about the creator economy in New York on Monday. Photo: Media Summit | NYC
Creator Economy

Why More Companies Will Hire Creators in 2025

By Kaya Yurieff · Nov 20, 2024 2:09pm PST
Next year, expect more companies to hire creators as employees, either to represent their brands to the public or run their social strategies.On Monday I spoke to two creators who have joined companies in the past few years: Morning Brew’s Dan Toomey, who runs the media outlet’s Good Work YouTube channel, which covers business and finance... Next year, expect more companies to hire creators as employees, either to represent their brands...
A mini drama on Douyin, TikTok's sister app in China. Photo via Getty.
Creator Economy

Serial Shows Make a Comeback on TikTok and Instagram

By Kaya Yurieff · Nov 19, 2024 2:03pm PST
Companies like YouTube, Snap and Quibi have all tried to make short original shows on social media work. Now, a second wave of attempts is coming. As Juro and I reported, TikTok is now considering adding TV-like dramas with minutes-long episodes, which have proven popular on its Chinese sister app Douyin. Companies like YouTube, Snap and Quibi have all tried to make short original shows on social...
Photo via Shutterstock
Creator Economy

Google Hosts Website Creators as Search Complaints Grow

By Catherine Perloff and Kaya Yurieff · Nov 14, 2024 2:20pm PST · 1 comment
Any creator who relies on Google search to drive readers to their websites is used to changes in the search engine’s powerful algorithm. But some recent updates have been so disruptive that Google made a rare overture to these small publishers: In late October, it invited several to its Mountain View, Calif., headquarters to hear their... Any creator who relies on Google search to drive readers to their websites is used to changes in...
Florida Congressman Matt Gaetz. Photo via Getty.
Trump’s AG Pick Is a Hail Mary for TikTok
By Kaya Yurieff · Nov 13, 2024 2:49pm PST
Florida Congressman Matt Gaetz. Photo via Getty.
Creator Economy

Trump’s AG Pick Is a Hail Mary for TikTok

By Kaya Yurieff · Nov 13, 2024 2:49pm PST
The new Trump administration is shaping up to be quite friendly to TikTok and its hopes of survival in the U.S. The latest development: President-elect Donald Trump on Wednesday announced he wants to appoint Republican representative Matt Gaetz from Florida as his attorney general. The new Trump administration is shaping up to be quite friendly to TikTok and its hopes of...