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- The 26-year-old YouTuber conquering French journalism
- Making Bank On Twitch In 2024 Just Got Easier - CEO Teases
- Are Lawmakers Cracking Down On OnlyFans Due To Its Controversial Content Spiraling Out Of Control?
- What China Is Saying About the TikTok Ban Furor in Washington
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Great Reads
Creators Face New 'Full Disclosure' Rules As YouTube Cracks Down On Undeclared AI Alterations
YouTube is cracking down on undeclared use of AI and synthetic media by creators. The platform has launched a new tool in Creator Studio that requires disclosure when realistic content depicting people, places, or events could be mistaken as authentic but was actually generated or altered using AI. Examples needing disclosure include digitally editing faces, generating voices, modifying real footage, or creating photorealistic fictional scenes with AI. However, using AI for productivity tasks like scripting does not require disclosure.
For most videos with undisclosed AI alterations, a label will appear in the description. Videos on sensitive topics like news and health will feature more prominent labels. While allowing an adjustment period, YouTube says it may eventually enforce the policy by manually adding disclosure labels when undisclosed AI risks misleading viewers. The move aligns with YouTube's recent AI principles around disclosure requirements and integrating responsibility into its AI products to increase transparency. YouTube is collaborating with the Coalition for Content Provenance and Authenticity on industry-wide authentication standards. In parallel, it's developing removal processes for AI-generated content replicating individuals without consent.
TikTok Photos: What does the rumoured app mean for Instagram?
TikTok appears poised to launch a new photo-sharing app called "TikTok Photos," potentially posing a threat to Instagram's dominance. Code discovered in TikTok's Android app refers to opening, getting, and sharing content to a "TikTok Photos" experience. While TikTok already allows photo uploads and carousels, a dedicated photo app would give the format increased emphasis. Experts believe TikTok could leverage its powerful content recommendation algorithm to provide a curated, personalized feed of photography that improves discoverability for creators.
TikTok may aim to woo influencers and artists who feel de-prioritized on Instagram amid its video pivot. By integrating TikTok Photos within the main TikTok app, creators could cross-share content and transfer followings. The potential for posts to go viral based on TikTok's algorithm is seen as a major incentive. However, some advise against adopting social commerce features too soon, allowing an organic userbase to grow first. As TikTok faces bans amid data security concerns, launching a successful photo app could bolster its global content ecosystem. For the booming creator economy, TikTok Photos represents another potential upheaval as platforms jockey to attract the next generation of influential visual storytellers.
Are Influencers The New Public Intellectuals?
While once dismissed as vapid promoters, many influencers are now using their platforms to spark important conversations around social issues, politics, and movements like body positivity and destigmatizing mental health. Their ability to mobilize large audiences has even caught the attention of celebrities advocating for causes. However, concerns arise that the social media environment incentivizes oversimplification and sensationalism of complex topics to captivate attention. Public intellectuals are increasingly pressured to package their expertise into bite-sized, engaging content to gain traction online.
Elle highlights individuals straddling both worlds, like art historian Mary McGillivray, who shares educational art analysis to hundreds of thousands of followers while navigating ethics around brand sponsorships. Ultimately, the article posits that universally denigrating "influencers" is reductive, as the creator economy has opened new pathways for building audiences and impact outside traditional institutions. Yet profoundly difficult tradeoffs remain between intellectual rigor and online popularity when amplifying vital philosophies and perspectives.
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Campaign Insights
Free People on that viral micro-shorts post and why 'Substack is the new Instagram'
Free People, the apparel brand owned by URBN, scored a rare viral hit on Instagram with a simple carousel post featuring micro shorts. The post racked up over 600,000 shares and 50,000 comments, driving a 33% increase in demand for shorts and several sellouts. The brand's authentic, self-aware approach of leaning into the humor paid off, generating over 22 million engagements that significantly outpaced competitors. Free People's director of brand marketing credits their strategy of creating original content tailored to each platform instead of just repurposing.
Looking ahead, the brand is testing newsletter sponsorships on Substack, which the marketing director calls "the new Instagram" as influencers migrate to the blogging platform. Free People was also an early mover on live shopping, finding their website streams outperform Instagram Live in driving engaged shoppers. The viral shorts post exemplifies Free People's fast-moving, test-and-learn mentality across social platforms. Their ability to join cultural conversations authentically while capitalizing on emerging creator economy trends has fueled success amid URBN's record $5.15 billion sales year.
Restaurant brands enter their ‘co-creator’ era
Restaurant brands are embracing the "co-creator" era, partnering with influencers, chefs and fans to co-create content, menu items and business decisions. This trend capitalizes on the booming $250 billion creator economy and consumers' desire for authenticity. Brands like McDonald's are encouraging customers to make and share new food creations, while Taco Bell had fans vote on hot sauce packet sayings and menu resurrections like the Mexican Pizza. The chain's new TBX program brings in chefs to reimagine classics like the Crunchwrap. Beyond influencer marketing, co-creation extends to the menu itself.
Chipotle featured viral TikTok menu hacks last year driving strong digital sales. White Castle partnered with a YouTuber on an exclusive drink offering. For restaurants, co-creation builds brand love, boosts customer engagement, and helps reach new audiences where they are on social media. Emerging chefs see potential career benefits from Taco Bell's program, bridging the "company-consumer gap." As younger consumers seek to attach their personal brands to companies, this collaborative approach signals a shift for restaurants to share decision-making with fans and creators. Brands embracing co-creation gain authenticity while fostering loyalty among influential brand ambassadors.
Popular YouTuber MrBeast strikes Amazon deal for competition reality show
Popular YouTube superstar MrBeast, whose real name is Jimmy Donaldson, is making the leap to streaming with a new reality competition show called "Beast Games" on Amazon Prime Video. The show will feature over 1,000 contestants vying for a $5 million cash prize, setting new records for the largest game show and biggest cash prize. Donaldson, known for his viral stunt videos and extreme philanthropic gestures on YouTube, says he chose to partner with Amazon because other platforms wouldn't give him the same level of creative control. He will host and executive produce the show.
With a planned 6+ hours of content, "Beast Games" aims to bring Donaldson's signature high-production value and ambitious concepts to a non-scripted format, while maintaining a YouTube-like authenticity. The deal marks a major move for the 245 million subscriber star to expand his reach beyond YouTube. It also highlights the bidding wars among streaming platforms to lock in top creator talent from emerging digital media powerhouses. For Amazon, landing MrBeast signals its ambitions in the unscripted content space, leveraging one of the internet's most popular personalities to drive Prime subscriptions.
Maxhosa Africa collaborates with cooler box brand, an idea inspired by an influencer
Maxhosa Africa, the South African lifestyle brand, continues expanding into new product categories through collaborations. Their latest partnership is with the popular cooler box company Fieldbar, creating exclusive cooler box straps inspired by an influencer's idea. The collaboration was sparked by a November 2023 tweet from influencer @lisakhat_ suggesting Maxhosa design limited edition Fieldbar straps. Months later, the concept came to life, but Maxhosa founder Laduma Ngxokolo did not credit or compensate the influencer. When @lisakhat_ requested involvement as the idea originator, Ngxokolo faced backlash for appearing to take the concept without proper attribution.
However, he has not committed to collaborating with or compensating the influencer. The co-branded cooler boxes will be exclusive items at Maxhosa's upcoming Kulture Festival. The partnership exemplifies how lifestyle brands aim to create buzz and product drops through influencer-inspired capsule collections. While crediting influencers who plant viral brand collaboration concepts is contested, the situation spotlights the evolving creator economy's role in inspiring brand projects. For Maxhosa, capitalizing on the cooler box idea helps sustain its expansion into a true lifestyle brand.
Links In Bio? That's So 2022 - This Launch Lets Influencers Build Their Own Shoppable Storefronts
Trnd has launched the Creator Commerce Platform allowing influencers to build their own shoppable storefronts across brands, aiming to improve influencer marketing effectiveness and profitability. While 78% of companies plan to leverage influencers, the standard referral links and codes hinders the experience, eroding ROI and creator value. Trnd's solution enables influencers to create multi-brand social stores for instant transactions without leaving their content, maximizing conversions and revenue. Unlike clunky link trees requiring multiple clicks, Trnd elevates social shopping with seamless instant checkout to drive a superior consumer experience.
As social commerce grows Trnd tackles key challenges around the buying experience, unlocking data for creators, and providing brands with influencer campaign analytics. The platform includes creator storefronts, curation tools, instant checkout, automated payouts, gifting management, and a brand/creator marketplace. Trnd delivers previously unavailable unified insights across the entire funnel from engagement to sales impact and ROI. Brands like Nena Skincare utilize Trnd'shands data demonstrating the enhanced creator-consumer connection, with PushUp Chalk seeing 13% click-to-purchase rates. The scalable solution links influencer activity to sales outcomes, marking a new data-driven standard for the creator economy.
The Cold, Hard Truth: Consumers Prefer AI-Made Creator Content, New Study Finds
A new independent study from Billion Dollar Boy reveals consumers increasingly prefer creator content made using generative AI over traditional formats. The research surveyed 4,000 consumers, 1,000 creators, and 1,000 marketers across the U.S. and U.K. The findings show widespread AI adoption, with 90% of creators using it to produce content and 91% doing so at least weekly. For brands, 92% have commissioned AI-generated creator campaigns, with 70% increasing spend in this area over the past year.
Driving this growth is evidence that AI content is more effective - 81% of creators report better engagement, while up to 60% of consumers prefer AI creator content, viewing it as higher quality and more diverse. Both consumers (80%) and creators (65%) expect brands to pay premiums for skilled AI content production as monetization opportunities rise. However, calls for regulation around data, transparency, copyright and misinformation remain. Regionally, the U.S. leads AI integration with 96% of marketers commissioning AI campaigns versus 88% in the U.K. This emerging gap could widen if unaddressed.
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Interesting People
What Happens When You Spill Every Detail Of Your Divorce Online? For This Single Mom It Meant 400M Views And Signing With A Big Hollywood Talent Agency
Atlanta-based law enforcement officer and vlogger Tareasa "Reesa Teesa" Johnson has signed with Creative Artists Agency (CAA) for representation after the viral success of her candid 50-part TikTok series "Who TF Did I Marry?". The series, detailing stories from Johnson's past marriage and divorce, amassed over 400 million views in less than three weeks, with the first video alone getting 39 million views. Johnson's openness about her vulnerable marital experiences struck a chord, leading to TV appearances and an influx of messages from viewers wanting to share their own relationship struggles.
The 37-year-old Johnson, who has a criminal justice degree, balances her law enforcement career with her newfound influencer fame. She expressed excitement about the CAA deal, hoping to bring her story to a bigger platform to help others in similar circumstances feel less alone. In addition to CAA, Johnson continues to be represented by CLAY Agency and attorney Omara Harris. The viral "Who TF Did I Marry?" series transformed the once-teased "most talkative" kid into a TikTok sensation in just three weeks by turning her vulnerability into a strength that forged connections through genuine storytelling.
Street Interviews With Kyle Keller: The Anatomy Of Viral Street Interviews
Kyle Keller, the creator behind viral hits like the "LooksMaxing" street interview video, shared his strategies for making engaging street interview content. He emphasizes asking thought-provoking questions that get people to tap into personal experiences rather than yes/no or one-word responses. Avoiding staged or overly scripted setups is also key to maintaining authenticity. Keller says the editing process of sifting through hours of footage for the right moments is the biggest challenge. He has to carefully curate to balance emotion and comedy while not omitting anything potentially viral.
The street interview niche may be less lucrative than others but allows for faster growth and more fun creation, according to Keller. He's adapted his approach to be more brand-friendly. His top tips are to disregard fixating on performance metrics, consider how to brand yourself uniquely beyond generic interviews, and introduce new creative elements to stand out. Despite over 740,000 followers, Keller has only worked with a handful of brands so far. But his thoughtful, comedy-driven process for maximizing engagement seemingly has plenty of remaining untapped potential.
The 26-year-old YouTuber conquering French journalism
At just 26 years old, Hugo Travers has built HugoDecrypte into one of the most popular news sources in France, especially among younger audiences. What started in 2015 as Travers' YouTube channel while a student at Sciences Po has exploded into a media empire with 14 million followers across platforms, including 200 million monthly TikTok views. Its daily news podcast is France's most downloaded. HugoDecrypte's success stems from delivering accessible, explainer-style journalism directly through social media feeds that French youth consume.
Travers hosts viral interviews with politicians like President Macron as well as celebrities promoting new content. The brand has capitalized on declining trust in traditional French media combined with a lack of compelling digital news sources aimed at Gen Z. HugoDecrypte's perceived authenticity and avoidance of partisan messaging has allowed it to build credibility its older counterparts lack with young viewers. While largely a French phenomenon so far, Travers believes the model of packaging journalistic content for social platforms can translate across cultures where young audiences crave digestible news without paywalls. As creators reshape media consumption habits, HugoDecrypte exemplifies the potential to build an influential, youth-focused journalism brand from scratch.
Morocco: The social media influencers shining light on Marrakech | Africanews
A new generation of Moroccan social media influencers is shining a light on the historic city of Marrakech through their content. Young creators like Abderrahim Agunaou and Abdelouarit Ibaalal are using platforms like Instagram, Facebook and TikTok to attract Gen Z audiences to experience Marrakech's iconic sights and attractions. The influencers roam the city capturing everything from bustling Jemaa el-Fnaa square and the towering Koutoubia Mosque to trendy juice bars and shops.
Their goal is to market Marrakech's vibrancy to youth who may have never considered visiting. However, the influencers face occasional backlash from older generations critical of their constant smartphone usage and documentation of experiences. But they view social media as an opportunity to positively promote Moroccan culture and landmarks to a worldwide audience. Beyond tourist spots, Ibaalal also highlights local sports like sharing content around his beloved Marrakech football club, aiming to connect with fans globally. As the creator economy booms, these young influencers exemplify how destinations can leverage authentic local voices to attract new visitor demographics through relatable, visually-engaging social content tailored to Gen Z interests.
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Industry News
This Company Is Giving Brands A Calendar Of Creators' Biggest Life Events To Partner With Them First
Creator marketplace #paid has launched a new Creator Calendar that gives brands early access to select creators' upcoming major life events and milestones. The calendar aggregates proprietary data from #paid's creator network about events like weddings, birthdays, new home purchases and more. Brands can view this and secure exclusive partnership opportunities aligned with these key moments. #paid's Chief Strategy Officer Adam Rivietz says the goal is enabling brands to be the first - or only - partner integrated around a creator's significant life events to foster more meaningful, lasting relationships.
The Creator Calendar fills a gap by giving brands an "upfront" preview into creators' lives, allowing them to plan tent-pole campaigns in advance rather than reacting after events occur. Creator Kira Kosarin noted being able to align brands authentically with real life moments produces content that resonates with audiences and feels genuine. Rivietz said this strategic planning lets brands naturally integrate products instead of disruptive ad placements. After an unstated vetting process, only updates from #paid's trusted creator network are featured on the limited-access calendar of major life events each year.
Making Bank On Twitch In 2024 Just Got Easier - CEO Teases Moneymaking Upgrades For Streamers
Twitch CEO Dan Clancy has shared the live streaming platform's major priorities for 2024, focused on helping creators grow communities, earn more revenue, and promote safety. Key upgrades include enhanced clip sharing to platforms like Instagram, improvements to the Stream Together multi-streamer collaboration feature, and a redesigned mobile app experience centered around a discovery feed. On the monetization front, Twitch plans to facilitate more creator sponsorship deals with brands and launch new incentives and rewards to encourage viewer support like Cheering and gifted Subs.
Subscription price increases are also anticipated in additional countries. To bolster safety, Twitch will update harassment policies, enforcement penalties, and roll out new tools to proactively detect and block abuse across the platform before it reaches chat. Clancy highlighted commitments to transparency through live creator streams and Patch Notes following major updates. He also aims to continue global tours meeting with streamers to gather feedback. The roadmap outlines significant product upgrades and monetization opportunities streamers can expect in 2024 as Twitch invests in community growth, mobile experiences, creator income streams, and safety controls.
Creativity Pays Off: Maximize Your Content Monetization With TikTok’s Latest Rollout
TikTok has officially launched its Creator Rewards Program incentivizing longer, high-quality original videos through monetization opportunities. The program rewards content over one minute based on metrics like originality, watch time, search alignment, and audience engagement. The optimized formula values unique creative perspectives resonating with communities. Rewards also come from a creator's ad audience value. To support creators, TikTok enhanced the program dashboard with video performance analytics, payout records, and the integrated Creator Academy education hub providing platform guidance.
The new in-app Creator Academy offers multilingual training resources across courses, articles, and videos for all levels. The Creator Tools module consolidates monetization insights. Additional resources include TikTok University and the Creator Newsletter with strategies and case studies. Eligibility requires being 18+ with 10,000+ followers and 100,000+ recent views. Videos must follow Community Guidelines. As the creator economy rapidly evolves, the updates demonstrate TikTok's investment in empowering creators. Robust monetization tools, personalized data, and comprehensive training aim to help unlock their creative and financial potential. The program aligns with TikTok's vision for creators to "unleash their creativity" and "monetize authentically" on the platform.
Creators As Data Marketplaces? This Company Has A Bold Plan To Reshape Industry Power Dynamics.
New Stargazer CEO Christian Liquigan aims to revolutionize the creator economy by giving talent full autonomy over monetizing their data as individual "data marketplaces." Instead of agencies and platforms using machine learning to build creator audience personas, Liquigan envisions tools allowing creators to directly sell insights about their audience, content performance, and overall digital presence to brands. This philosophical shift would reshape industry power dynamics by unlocking a new revenue stream for creators from packaging and monetizing their own data, rather than having it siphoned off as a byproduct.
Beyond empowering creators, Liquigan hopes to solve key brand challenges around scalability of creator campaigns, precise measurement of returns, and staying ahead of trends by tapping creators' intuitive platform mastery. He emphasizes an approach centered on authentically embodying creators' voices and relinquishing excessive brand control over messaging in favor of providing guidelines. While still early, Liquigan is taking a strategic approach to bridge gaps between brands and creators by educating both sides and fostering more transparent, equitable partnerships. By combining pragmatic operational solutions with a reframing around creator data rights, Liquigan has mapped an intriguing evolution for Stargazer that could catalyze major power shifts in how the creator economy functions.
Multinational Advertising Company Continues Acquisition Spree With U.K. Social Media Agency Deal, Aims To Enhance Brand Platform Presence
Havas, the French multinational advertising and PR company, has continued its acquisition spree by purchasing U.K. social media agency Wilderness. The deal, Havas' second acquisition in 2024, sees Wilderness joining Havas Village London this month to bolster existing social offerings under the Havas Play banner. Havas Chairman and CEO Yannick Bolloré expressed enthusiasm about Wilderness enhancing Havas' unique positioning between entertainment and advertising to help clients innovatively reach customers.
Founded in 2015, Wilderness has partnered with major entertainment brands like Disney+ and Sony Pictures, along with clients across sectors like FMCG, travel, and technology. Managing Director Tom Jarvis aims for Wilderness to become the leading social agency transforming how clients approach organizational social media strategies. The acquisition allows Wilderness to leverage Havas' scale and resources to realize this mission, as Havas continues expanding capabilities to enhance offerings across sectors. It follows Havas' recent merger of B2B agency Ledger Bennett into its Havas Business division, demonstrating commitment to strategic growth through M&A. By absorbing social specialists like Wilderness, Havas aims to cement its brand platform prowess and deepen its social media marketing proficiency for global clients.
Are Lawmakers Cracking Down On OnlyFans Due To Its Controversial Content Spiraling Out Of Control?
A Reuters investigation has prompted US and UK lawmakers to demand stricter safeguards against sexual exploitation on OnlyFans after identifying over 140 police complaints alleging non-consensual porn on the platform. US Rep. Ann Wagner, who sponsored a law allowing victims to sue exploitative sites, said "Congress and law enforcement must do more" after the "findings confirm Americans are being sexually exploited on OnlyFans." The investigation uncovered 128 US cases from 2019-2023 where adults claimed sexual content featuring them was posted without consent, including a rape video lawsuit.
In the UK, 18 similar complaints were documented. Sen. Dick Durbin called for greater accountability, stating "platforms profit from this activity. That's unacceptable." UK MP Damian Collins questioned OnlyFans' ability to effectively monitor its platform given its scale. Under the UK's new Online Safety Act, regulators can issue major fines for non-compliance. Concerns also extend to OnlyFans' paywall restricting law enforcement searches. OnlyFans responded that it swiftly removes misused content and cooperates with investigations, but tightened consent procedures in late 2022 after the probe's timeframe. As lawmakers evaluate stricter regulations to combat sexual exploitation, the impact on OnlyFans creators remains uncertain amid the heightened scrutiny on the platform.
This Creator Fintech Platform Has Just Automated Accounting For Creators With A Single Integration
Lumanu, a payment processing platform serving the independent economy, has announced a new integration that allows businesses in its network to seamlessly connect their Lumanu wallet to Xero, a leading cloud-based accounting software. This integration streamlines financial management for creators, influencers, freelancers, agencies, and small businesses operating within the Lumanu ecosystem. “Our goal at Lumanu is to make it easier for businesses to work together in the Independent Economy, and that starts with making it easier for solopreneurs and small business owners to get paid and reconcile their finances. Our new integration with Xero allows just that,” Lumanu states.
Xero is designed to help businesses manage a wide range of financial activities, including invoicing, bank reconciliations, expense tracking, payroll management, and more. By linking their Lumanu wallet as a bank account in Xero, businesses can now automatically sync transactions and eliminate the need for manual data entry. The integration aims to simplify financial operations for solopreneurs and small business owners who receive payments through the Lumanu network. The connected Xero account will instantly reflect transactions, providing real-time visibility into financial data and enabling efficient reconciliation processes.
Creator Economy’s Business Tool Provider Exly Secures Fresh $6.2 Million In New Funding Round
Exly, an Indian provider of business tools for the creator economy, has raised $6.2 million in new funding led by Chiratae Ventures. Existing investors Mayfield India and Venture Highway also participated. Founded in 2018, Exly (formerly MyScoot) offers a suite of productivity tools to help creators and solo entrepreneurs streamline operations, including course builders, scheduling, marketing, CRM, and lead capture features. The fresh capital will be used to enhance Exly's product offerings, acquire new customers, and support growth initiatives as it targets business coaches, fitness trainers, astrologers, marketers and other creator professionals. Over 10,000 customers have utilized Exly's solutions so far.
The startup previously raised $1.8 million and was part of Y Combinator's 2019 batch. Exly CEO Suyash Sinha stated the goal is empowering customers to "10X their earnings on auto pilot" by simplifying business management instead of juggling multiple tools. Lead investor Chiratae's Mandeep Julka cited the evolving needs of knowledge businesses as Exly aims to provide growth-enabling tools at every stage. As the creator economy rapidly expands with more individuals monetizing skills online, business management solutions like Exly's integrated platform could resonate with time-strapped creators seeking professionalized operations.
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Great Paywalled Content
What China Is Saying About the TikTok Ban Furor in Washington - The New York Times
Beijing is taking a measured approach as U.S. lawmakers aim to force a sale or ban of TikTok over data security concerns. While criticizing the bill as violating free markets, China has not escalated threats of retaliation against American firms yet. Experts say China is holding off major actions as the legislation faces obstacles in the Senate and opposition from Trump. Beijing also likely wants to avoid inflaming tensions before determining if it can legally block any forced sale of TikTok's prized recommendation algorithm.
Within China, authorities are framing the U.S. moves as "theft" of Chinese technology and a precedent to target other tech companies. However, the restrained response indicates hopes the TikTok furor will "wither away" amid the bill's hurdles. For the booming creator economy, prolonged TikTok uncertainty could disrupt a primary marketing channel. While Beijing may intervene to protect TikTok's algorithm, businesses leveraging TikTok influencers should monitor escalating U.S.-China tensions and have contingency plans if the app's status changes drastically. A protracted TikTok feud challenges the revenue streams of many creators and influencer marketing firms reliant on the platform's massive user base. Diversifying presences across apps is prudent until TikTok's future solidifies.
Japan's Music Industry Is Making New Money on YouTube - Billboard
After years of trying to protect physical sales, Japanese record labels are finally embracing user-generated content platforms as revenue opportunities. Historically, labels blocked usage of their music in fan videos on sites like YouTube, fearing it would cannibalize CD and DVD sales. However, the growth of paid streaming in Japan, with revenues rising 25% to $618 million in 2022, has prompted a strategic shift. Labels are now partnering with copyright tech firms like Orfium, PEX and Utopia Music to track and monetize music usage across user-generated content.
Orfium says its Japanese clients including Warner Music have seen a 77% yearly rise in monetized YouTube user videos. The company has also signed deals with Japan's biggest copyright collective JASRAC and anime music firm Bandai Namco. With anime's global popularity rising, there are major opportunities to promote and earn income from related music content on user platforms. After resisting for years, Japanese labels now view user-generated content as critical for growth as the industry moves away from its physical-sales focus.
TikTok Made Them Famous. What If It All Goes Away? - WSJ
TikTok creators are grappling with the potential fallout if the popular app gets banned in the U.S. amid national security concerns over its Chinese ownership. This week, the House voted overwhelmingly to grant the Biden administration new powers to ban TikTok or force its sale to an American company. Hundreds of thousands of influencers and performers have found fame and income through brand deals and paid virtual gifts on TikTok. Many say the app's unique algorithm and engaged user base made it possible to rapidly grow large followings in ways unmatched on other platforms.
Creators like dancer Kim Hale, with 709,000 followers, comedian Alexis Nicole, and author Macy Eleni are worried their livelihoods could be upended. Though some are trying to build presences on Instagram Reels and YouTube, they say the TikTok community is unmatched. Twenty-four-year-old Abelyn Salazar says she draws most of her brand deals from TikTok after years struggling on other apps. While some influencers were sanguine about past TikTok ban threats, this time they say feels more real given the widespread U.S. political momentum. Marketing firms are advising clients to diversify beyond over-reliance on one platform. But for many creators, nowhere else offers TikTok's rapid path to fame and income.
How a Legacy Media Company Dwarfed Venture Capitalists’ Returns on Reddit — The Information
Reddit, the online forum and content sharing platform, went public Thursday in a $6.4 billion IPO. The biggest winner is legacy media company Advance Publications, the parent of Condé Nast. Advance acquired Reddit for just $10 million back in 2006 when it was a fledgling startup. Despite not investing much capital over the years, Advance's stake is now worth around $1.4 billion - a staggering 1,300% return that dwarfs gains made by notable tech investors like Sam Altman's funds and Sequoia Capital.
Advance took a hands-off approach after the acquisition, allowing Reddit to operate independently. The company spun out Reddit in 2013 to allow it to raise outside capital. Major later-stage investors like Tencent and Fidelity saw more modest returns in the 20% range due to higher investment prices. For Advance's billionaire Newhouse family owners, the Reddit windfall marks one of their biggest successes investing in digital media amid a challenging transition from their traditional print roots. The IPO is also a big moment for Reddit's co-founder and CEO Steve Huffman.
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