Creator Upload

The creator economy faces a stark reality with over 50% of creators earning less than $15,000 a year. Only a small fraction break the $200k mark, with factors like brand ownership crucial for success. Traditional media struggles to acknowledge creators, as evidenced by recent Emmy snubs. Meanwhile, Roblox's new initiative simplifies major IP licensing, allowing creators to monetize popular franchises. The rise of moralistic and religious content captures attention, while YouTube shifts focus to micro trends, reshaping how audiences engage with creators.

Dhar Mann, the visionary behind Dhar Mann Studios and a TIME100 Creator Titan for 2025, dives into his ambitious strategy for acquiring other creators. He shares insights on stepping down as CEO and his future plans, emphasizing why brands should think like creators. The conversation also touches on TikTok's upcoming U.S.-only app and Amazon's new approach to creator commissions for Prime Day. Mann's take on avoiding traditional brand deals and the necessity of a Chief Creator Officer for brands adds a fresh perspective to the evolving media landscape.

We're back from a whirlwind week of travel to cover the biggest events in the creator economy. Fresh off the plane from France, we share our key takeaways from Cannes Lions. We discuss why the world's biggest advertising festival, while having a much louder conversation around creators than last year, still feels like an "old school advertising convention" that has yet to fully embrace creator-led campaigns. Plus, Josh shares a powerful insight from the StreamTV conference in Denver on how legacy media is finally realizing that it has to partner with YouTube, which now consumes over 12% of all TV consumption.We also cover YouTube's new "Open Call" feature, designed to help more creators land brand deals, and a summer trend of kid-focused content collaborations from TikTok, Mark Rober, Cocomelon, and the company behind Baby Shark.And since we couldn't be at VidCon, friend of the podcast Phil Ranta, CBO at Fixated, calls in to provide an expert recap. Phil covers the on-the-ground vibes , the hot topics dominating the panels (like AI and industry consolidation), and the surprising lack of major announcements from the platforms this year.00:00 Intro00:23 Why Casey Neistat Wears Sunglasses01:20 Lauren's First Time at Cannes02:28 Is Cannes Still Not Creator-Centric?03:32 The Volume of Creator Conversation is Louder04:27 Creator Awards Without Creators?06:12 Why Creator Campaigns Aren't Winning Yet06:55 How Dove is Winning with Creators07:27 Coca-Cola's Innovative UGC Campaign08:44 The Future of Media, Marketing, and Advertising09:43 Josh's Trip to StreamTV in Denver11:09 Legacy Media is Finally Embracing YouTube12:28 Prediction: Disney-Level IP Will Launch on YouTube14:10 YouTube's Big Announcement: 'Open Call'15:40 How YouTube Will Prevent Creator Burnout17:50 YouTube's Incentive to Win Short-Form19:32 This Isn't For MrBeast20:27 Trend: TikTok Summer Camp22:14 More Summer Collabs: Mark Rober, Baby Shark & Cocomelon23:57 VidCon Recap with Phil Ranta24:16 VidCon Vibes: Chill, Accessible, and Fewer Brands24:40 VidCon Hot Topic: AI25:24 VidCon Hot Topic: Brand Impact & Shoppable Content26:22 VidCon Hot Topic: Consolidation & M&A27:02 A Lack of 'Boffo' Announcements28:56 OutroCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

In this special episode of Creator Upload, recorded live from the 72nd annual Cannes Lions International Festival of Creativity, hosts Lauren Schnipper and Joshua Cohen feature a fantastic lineup of guests across the creator economy, including:Ed Davidson, Chief Growth Officer for Cannes Lions International Festival: Davidson discusses the growth of the creator track at Cannes Lions, now in its second year, highlighting the increasing integration of creators into the advertising industry and the festival's long-term commitment to this shift. Val DiFebo, CEO of DNY: DiFebo shares insights into how DNY is putting creators at the center of their work through their SOCI Studio offering. She discusses how creators are involved from the initial stages of campaigns and how this approach is opening new avenues for the agency. Shaina Zafar, Executive with the Next Gen Practice at UTA Marketing: Zafar, whose company JUV Consulting was acquired by UTA, talks about building intimate relationships with creators and facilitating brand deals. She also highlights the increasing presence and spontaneity of creators at Cannes this year. Sarah Potter, Global Dove Director – PR and Social Influencer, Unilever: Potter explains Dove's long-term partnerships with creators who align with the brand's values. She shares details about their #ShareTheFirst campaign, which leveraged creator-first content for a global reach. Potter emphasizes giving creators creative control and involving them in product innovation. Oui hope you enjoy!Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

Josh and special guest Monica Khan, Partner & Head of Digital at Strand, tackle everything that's fit to discuss in the creator economy this week. They discuss the increasing presence and influence of creators at major industry events like VivaTech and Cannes Lions. The conversation also covers a significant forecast from WPP, predicting that creator platforms will surpass traditional media in ad revenue by 2025. We also explore YouTube's substantial economic impact, contributing $55 billion to the U.S. GDP in 2024, and the broader implications of this growth for creators.Then: innovative brand partnerships, including Lowe's collaboration with MrBeast and their new Creator Partner Program, as well as Starbucks' new full time hire initiative, all in comparison to Ulta Beauty's employee ambassador initiative.0:00 Welcome Monica Khan to Creator Upload 0:44 Monica Khan at VivaTech in Paris 1:41 The Growing Creator Presence at VivaTech 2:50 Anticipation for Cannes Lions and Creator Impact 4:21 Cannes Lions: Business Gets Done for Creators 5:01 Creators Gaining a Seat at the Table 5:29 Creators Choosing Cannes Over VidCon 6:48 Traditional Media vs. Creator Platforms 7:34 WPP Predicts Creator Platforms to Exceed Old Media Ad Revenue by 2025 8:57 Validation for the Creator Economy 10:08 WPP's Influence on Ad Spend Towards Creators 11:32 The Future of Brand Investment in Creators 12:06 The Rise of Creator-Driven Platforms 13:37 YouTube's Economic Impact: $55 Billion to US GDP in 2024 14:55 The Ripple Effect of the Creator Economy 15:18 Creators Building Economic Value and Sustainability 16:46 Supporting the Creator Middle Class 18:04 The Bell Curve vs. Barbell Curve in the Creator Economy 19:52 Small Business Education for Creators 20:18 Why Brands are Working with Niche Creators 21:42 Studio-Led vs. Creator-Led Content 22:56 The Future of Cinema and Creator Influence 24:00 Studios Leveraging Social Platforms for Content Development 24:55 Lowe's Partners with Mr. Beast for Beast Games Season 2 27:05 Lowe's Creator Partner Program 27:33 Institutionalizing Creator Partnerships 28:49 Ulta Beauty's Employee Ambassador Program vs. Lowe's Scaled Program 31:38 Starbucks' 12-Month Creator Sponsorship 33:03 Upload: Major League Baseball Invests in Jomboy Media 35:28 MLB Embracing Fan-Led Storytelling 36:21 The Evolution of Creator Partnerships to Investment 36:46 Creative Freedom vs. Investment in Creator Partnerships 38:12 Upload: Mr. Beast Hires Former YouTube, TikTok, and Meta Exec Beau Avril 39:03 Beau Avril's Expertise and Impact on Mr. Beast's Partnerships 40:19 Connecting with Monica Khan on LinkedIn 41:01 Future of Creator Upload and Listener EngagementCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

Dive into the evolving world of creator monetization as Snap explores unique strategies. Discover how brands are tapping into the authenticity of their customers as influencers. A surprising survey reveals YouTube’s ascent as a movie and TV destination, rivaling traditional platforms. Plus, scientists are turning to YouTube for research sharing and fundraising amid budget cuts. The rise of niche communities and the potential of Substack for creators are also key highlights, blending innovation with the passion of digital storytelling.

Lauren and Josh are packing their linen pants and heading to the south of France! The duo breaks down a preview of the Cannes Lions Festival of Creativity, and why the heck they're going to it (and not VidCon).Also: the "Beige Lawsuit" is over, YouTube and Disney battle for key talent, plus quick takes on Dubai's creator push, Kai Cenat's Streamer University, and Hasan's recent comments on Twitch. 00:00 Intro & Upcoming Trip to Cannes03:18 What is the Cannes Lions Festival of Creativity?05:31 Cannes vs. VidCon06:54 What to Expect at Cannes10:03 The "Beige Lawsuit" Gets Dismissed14:48 Disney Acquires Cocomelon Streaming Rights17:54 Disney Sues YouTube for Poaching an Executive20:59 Upload: Dubai Wants to Attract 10,000 Creators21:42 Upload: Kai Cenat's "Streamer University"23:22 Download: Hasan Piker's "Egregiously Insufficient" Twitch Suspension26:18 OutroCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

Discover the latest innovations in AI with Google's groundbreaking Veo 3 and Flow filmmaking tool that are set to revolutionize content creation. The influencer marketing landscape heats up as Whalar reaches a $400M valuation and Publicis acquires Captiv8. Caspar Lee's new fund raises $45M, showcasing the competitive creator economy. The hosts also discuss the challenges around creator payment programs and Samsung's new streaming service featuring beloved creators. Tune in for insights on trends shaping the future of media!

From the glitzy Brandcast event, Lady Gaga shone with an unforgettable performance. YouTube unveiled exciting new advertising tools like Peak Points. Mr. Beast is expanding his influence with renewed seasons of 'Beast Games' and a dive into the Middle East. Sports fans will rejoice with NFL games streamed live for free. Plus, significant acquisitions shake up the creator economy, blending traditional media and digital platforms as they adapt their strategies to attract new audiences.

This week, Lauren and Josh unpack the NewFronts, including major updates from Meta, LinkedIn, and YouTube as they roll out new tools and monetization opportunities designed to connect brands with creators. From Meta's AI-powered ad formats and enhanced Creator Marketplace to LinkedIn's new BrandLink Program and YouTube's Creator Partnerships Hub, find out what these changes mean for how brands and creators interact on platform.Plus, we discuss Spotify's move to display podcast play counts, the Golden Globes introducing a "Best Podcast" category, and YouTube's massive $100 million investment in India's booming creator economy. Then, the exciting relaunch of the Just For Laughs comedy festival with new creator-focused initiatives and the impressive multi-million dollar sale of Yes Theory's merch fulfillment business.Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Here's more detail on what we covered this week:Spotify's podcast "plays" are a new metric for a booming industry - TubefilterThe Golden Globes Is Adding a Podcast Category in 2026LinkedIn is connecting brands to "top creator voices" through a new revenue sharing program - Tubefilter At Google's NewFronts pitch, execs explain how YouTube helps brands find "the perfect match" - TubefilterMeta is launching a new ad product (and using AI) to get brands closer to trending Reels - TubefilterSay it in a Snap: Highlights from the 2025 NewFrontsIn India, Neal Mohan announces YouTube’s $100 million investment in local creator economy - TubefilterJust for Laughs Is Back: New Owners Unveil Post-Bankruptcy Strategy and Initiatives With Will Arnett, Rob McElhenney and Smosh (EXCLUSIVE)Yes Theory launched a fulfillment brand for its merch. After "eight years of discipline," it's time to sell. - Tubefilter