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---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: ----------Hello! We are so excited to host our first-ever Scalable Summit on **May 6** in Los Angeles! We’d love for you to join us. We know that IRL events are back in a big way and people’s calendars are busy. So we wanted to take a moment to tell you about our vision for the event—and why you should be there. Unlike major conferences that have added creator tracks to their programming, our event is focused solely on the business of the creator economy. We’re bringing a curated and intimate experience with a high-quality group of attendees who are just as impressive as those on stage. This event is hosted at The Lighthouse, a Soho House-like physical campus for creators in the old Venice Post Office, rather than at a massive convention center.  Our goal is to bring together leaders from different parts of the industry who normally don’t talk to each other (think marketers and investors) for a full day of panels, fireside chats and networking focused on what matters most. This isn’t just a celebration of the creator economy. While the industry has come a long way, we know there is still a lot of work to do: There’s more money flowing into the space, but it’s not always being evenly or wisely distributed. At the same time, the creator economy is getting more crowded, making it harder to break through. And AI is already changing how the industry operates, bringing both challenges and opportunities.  The conversations you’ll hear on stage at the Scalable Summit will be candid, thought-provoking and designed to help us all better navigate this fast-moving space. To that end, we have a stellar lineup of speakers who reflect all of the different areas that the creator economy now touches, from sports and marketing to AI and Hollywood, as well as creators themselves.  Our first speaker lineup includes** Twitch** CEO Dan Clancy; Tessa Lyons, a long-time product executive at **Instagram**; Frank Cooper, the CMO of **Visa**; and David Duxin, a partnerships and strategy lead at **OpenAI**, who’s been at the core of some of Sora’s biggest deals. Our other speakers include top creators like Hannah Stocking who commands an audience of more than 71 million on social media, as well as executives from the** NFL**, **Adobe**,** Pinterest** and more.    We’ll also host a series of tactical sessions focused on how to build sustainable creator businesses, from developing a successful YouTube strategy to best practices for investing in creators and related startups. One piece of feedback we’ve heard from other events is that these types of hands-on, practical sessions provide real value that attendees can take back to their everyday work.  We’ll also have plenty of time for networking throughout the day, giving a chance for people to chat and learn from each other—and maybe even strike some deals! The Scalable Summit’s confirmed attendees already include leaders from companies like Warner Bros. and TikTok and executives working at venture capital firms, banks, creator-led studios and influencer marketing firms. Our early bird tickets ($299) are available only for a limited time! You can snag your ticket [here](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator). Visit [our event website](https://scalablepod.com/summit) for more information.  We’re so grateful for your support and can’t wait to see you soon! –Kaya & Jasmine ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/join-us-in-person-at-the-first-scalable-summit

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello, ----------Dubai’s appeal as a hot spot for influencers is under threat.  Over the weekend, the US and Israel launched a massive attack on Iran, and Iran retaliated with its own strikes across the Middle East, including in Dubai and Doha. That’s put cracks in the image of these cities as safe havens within a volatile part of the world and could have a ripple effect on their efforts to establish themselves as global creator hubs. Dubai, for example, has launched a $40 million fund to attract international influencers and opened Creators HQ, a physical space for creators located in the center of the city’s financial district. The UAE is also offering foreign creators the ability to apply for a golden visa to live and work in the country. These moves are all part of an effort to diversify the Middle East’s economy beyond oil and position the region as a modern place to do business—and as a driver of culture and innovation. The strategy has been working. MrBeast headlined a creator economy conference in Dubai in January. A few months earlier, the mega YouTuber opened a temporary theme park in Saudi Arabia. Startups and investors are also doing more business in the region: Earlier this year, investment firm **Guggenheim Brothers Media** partnered with Abu Dhabi-based Ethmar International Holding on a new up to $75 million fund to [back creator economy startups](https://scalablepod.com/p/a-guggenheim-heir-creator-economy-bet).  It’s still too early to know what the long-term effects will be. But in the short term, the unrest could deter people from traveling to the region for conferences and business meetings, while creators may rethink moving there.   We’ve spent time in Dubai and Doha this year, speaking to creators, founders and other expats based in the region. The common benefits we heard: safety and economic opportunity. With tax-free salaries, foreigners can earn much more money than in their home countries. The costs of childcare and other services are also lower than in the US, making it an attractive place to raise a family.   At the same time, people have to balance that with some of the other restrictions in the UAE. It wasn’t until 2020 that unmarried couples could live in the same apartment or share a hotel room, for example.  In the immediate aftermath of the strikes, top influencers and founders in the UAE shared largely positive messages on social media. Others said very little about the situation or played it safe by not taking sides. Dubai-based **MoVlogs**, who has about 12 million YouTube subscribers, posted an Instagram Story saying: “Our hearts are with everyone across the UAE and the region.” **Joelle Mardinian**, a Lebanese beauty creator who also lives in Dubai, reposted an Instagram Story with a UAE flag and the text: “We chose this country and we stand with it.” That post was sandwiched between stories promoting her TV show and her beauty salon. As the situation has developed, we’ve noticed some influencers expressing shock and confusion. But our Reels feeds have been mostly full of videos trying to quell fears and paint a picture of calm in Dubai. “I feel safe here,” one person with 10,000 followers [posted](https://www.instagram.com/reel/DVVW5rRDN84/?igsh=MWtrcG8xY25zamE5Zw==).  Others [shared videos](https://www.bloomberg.com/news/articles/2026-03-03/uae-president-takes-casual-stroll-at-dubai-mall-to-restore-calm) of the president of the UAE at the iconic Dubai mall. “Having coffee in Dubai mall while the region talks about tension. That’s how you reassure a nation without saying a word,” one [post read](https://www.instagram.com/reel/DVZAljVE_qi/?igsh=MXBuM3ZkZXd3cHlkdQ==). Criticism of the UAE government is illegal. Many of the people we have spoken to on the ground as of Tuesday also say they now generally feel safe and have continued on with their usual lives. Still, comments on one viral video we saw have gone so far as to allege these influencers are being paid by the government. And some international influencers are already thinking about a plan B. **Will Bailey**, a UK fitness influencer who had only arrived in Dubai this past Saturday said his plan to relocate his coaching business to the city is now up in the air following the strikes.  “I don’t know if I will stay here or I will go back to the UK,” Bailey [told BBC Arabic.](https://www.bbc.com/news/articles/c875rjd990go) “All we can do at the moment is stay undercover, wait it out, and see what happens.” _In other news…_ ## **The Round Up** **Meta **is rolling out an experimental AI shopping research tool to some users in the US, [Bloomberg reported](https://www.bloomberg.com/news/articles/2026-03-03/meta-tests-ai-shopping-research-tool-to-rival-chatgpt-gemini). When a user asks for product recommendations, the chatbot will show product images and pricing, as well as a link to the e-commerce website and information about the brand. On Thursday’s episode of Scalable, we’ll go deeper on AI’s impact on social commerce.  **Instagram** said it will begin to alert parents if their teen repeatedly tries to search for terms related to suicide or self-harm within a short time period. The announcement is the latest in a series of new features and updates the company has rolled out as it’s faced criticism for the app’s impact on young people’s wellbeing.  **YouTube** is testing ways to “remix” some Shorts using AI. YouTube said a small group of English-speaking creators will be able to insert items into a scene in a video using either suggested or custom prompts. They can also create a new video from a single frame from the original video. New Shorts created with these tools will link back to the creator’s original video. **Dots**, a payouts startup that helps marketplaces and service-focused businesses pay gig workers, sellers and creators, raised $8.9 million in Series A funding led by** DCM. ** ## **Creator Moves** **Jesse Riedel**, the creator better known as **Jesser** who has over 37 million YouTube subscribers, partnered with the **Chicago Bulls** to host its first-ever creator takeover game at the Kid Nation Game on Sunday. Jesser covered the event in real time, posting content on his social media accounts. During a shooting challenge in the second quarter, Jesser made a half-court shot on his first try, which gave two kids $10,000 toward higher education.  **Oxford Road**, a podcast advertising agency, is launching its [own awards shows](https://www.hollywoodreporter.com/business/business-news/podcast-agency-oxford-road-creator-awards-show-1236516133/) for independent podcasts and creators. The show, which will be hosted by podcaster and rapper **Killer Mike**, is happening on** March 15**. It’s the latest in a string of new creator-focused awards shows, including from TikTok and Snapchat.  The Independent Podcast and Creator Awards is part of the larger **Podcast Movement Evolutions **event at **South by Southwest**, the annual tech and arts festival in Austin. As part of the event, we will also be on stage for a special live version of our Scalable podcast at 7:15 pm local time on **March 13**. Let us know if you’ll be in town! ## **Talent Tracker** **Digital Brand Architects **[promoted](https://variety.com/2026/digital/news/digital-brand-architects-promotes-talent-alix-frank-1236672418/) five team members, including **Alix Frank**, who represents “The Home Edit” founders Clea Shearer and Joanna Teplin. Frank is now executive vice president of talent. **Ali Wald** and **Haley Walsh **were both promoted to vice presidents of talent, while **Sasha Mixon** and **Sophie Fox **are now directors of talent. **Olivia Owens** was promoted to head of product marketing and partnerships at** Teachable**, a platform for selling online courses, coaching and other digital products. Previously, she was associate director of creator partnerships and business development. (Owens is also one of the speakers at our upcoming **Scalable Summit**! More info [here](https://scalablepod.com/summit).) ## **Bookmarked**  [How to Win Slots and Influence People](https://www.bloomberg.com/features/2026-stake-drake-crypto-casino-adin-ross-gambling/?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc3MjIxNTk2NiwiZXhwIjoxNzcyODIwNzY2LCJhcnRpY2xlSWQiOiJUQjRFV0JLR0NUSVEwMCIsImJjb25uZWN0SWQiOiJDQjhERDAxRjBGMEU0MkE1QkUyREM4NEU5MUUyRDAwRSJ9.0IIBIoFsc71RjvG-X_UcAYOI0r_bFW3lxUipRhdhogM) [A Sports Frenzy for the Most Valuable Influencers](https://www.nytimes.com/2026/02/28/arts/sports-influencers-content-creators-nfl-nba.html) [Instagram Has Its Own Finsta](https://www.milkkarten.net/p/i-found-instagrams-finsta) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/in-wake-of-iran-strikes-dubai-influencers-present-filtered-calm

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- _We’re excited to announce that creator _**_Hannah Stocking_**_ will be speaking at our first _[_Scalable Summit_](https://scalablepod.com/summit)_ on _**_May 6_**_ in Los Angeles! Originally a Vine star, Stocking now commands an audience of more than 71 million with nearly 2 million views on YouTube alone. Her career also transcends far beyond social media: She’s starred in the Netflix rom-com “The Wrong Paris” and _[_an upcoming microdrama_](https://scalablepod.com/p/why-hannah-stocking-could-be-a-game-changer-for-microdramas)_, walked in a Hugo Boss fashion show and was the first creator to earn the Women’s Entrepreneurship Day Pioneer Award at the United Nations._ -------------------- _Grab your early-bird tickets _[_here_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)_—our special debut pricing is only available for a short time! _ -------------------- _Now onto today’s column…_ ----------**Kaz Sawyer** was just trying to drum up some awareness for his wedding photography business and clothing brand.  In 2019, he started posting on social media hoping to go viral and translate some of that attention to grow his businesses. He threw anything at the wall that might stick, filming challenge videos and pranks with his friends. One video, involving a “staged Viagra prank,” broke through, gaining him 30,000 followers on TikTok overnight.  As he continued to post similar videos, Sawyer quit his job as a barista and started delivering for DoorDash as he turned his focus to social media. Now 24, Sawyer has about 8.7 million followers apiece on YouTube and TikTok, and 1.6 million on Instagram. He still creates plenty of viral videos, but his next move involves teaching business owners how they can better use social media to grow their businesses. He teased the new business, called EMP, or Elevate Media Partners, on stage with Kaya at** WebSummit Qatar** earlier this month.  The business includes a pre-recorded course, one-on-one mentorship and group sessions. Sawyer said he’ll share the detailed systems that have allowed him to grow his following, including templates for creating viral videos and how he organizes his own operations, including through productivity software Notion. Sawyer declined to share EMP’s pricing publicly, but said it would be a flat fee rather than a subscription. A lot of founders are “so focused on building the company in the back-end that they’ve missed really understanding social media,” Sawyer said. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/979a2602-4807-4d3f-ac9b-b2cfd7ed4207/55074817777_838d5c1615_k.jpg?t=1772114019) Caption: Kaya interviews creator Kaz Sawyer on stage in Doha earlier this month. Photo by Paul Devlin/Sportsfile for Web Summit Qatar ----------After his trip to Doha, Sawyer jetted off to India for a real-life case study of his offering. He planned to pick a “random stranger” to see if he could help them “take over the internet” with his strategy. Sawyer also shared more about his team and business, including the messy logistics of filming videos and managing props. (A recent brand partnership with a robot vacuum cleaner involved “buying a bunch of stuff to make a mess” from Walmart.) He also shared his take on how AI will impact the creator economy, why physical white boards were key to his early success as a creator and what he thinks it really takes to make it on social media.  Watch the full interview, embedded below. And check out the full episode of Scalable, which also includes an inside look at **Dhar Mann Studios** and whether we think branded microdramas like those from Crocs and Procter & Gamble are a fad or here to stay. The episode is available now on [YouTube](https://www.youtube.com/watch?v=dXUDrKxnlUk), [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv) and wherever else you get your podcasts. Youtube: Kaz Sawyer on 'failing forward' and his new business venture (https://www.youtube.com/watch?v=6O4LRQ44IJU) _In other news…_ ## **🛍️ LTK’s New AI Chatbot ** **LTK**, a creator commerce company, launched LTK AI, a new AI chatbot built into its app. The chatbot is trained on creator content and provides shoppers with personalized recommendations to their shopping queries, like what to wear to an event or what to pack for a trip. That includes surfacing creator videos and posts from across the app so users can see the items being recommended. The chatbot stops short of allowing users to checkout, instead directing buyers to a retailer site to complete a purchase. Creators get credited and earn a commission from those sales. That’s likely [a selling point for creators](https://scalablepod.com/p/what-chatgpt-ads-could-mean-for-creators), given that most AI chatbots often summarize creator content without attribution or bury their links. Jasmine spoke more about this and how creator commerce is changing in the age of AI with LTK co-founder and president **Amber Venz Box** during a fireside chat at **SoCom** on Thursday. Box will also join us on next week’s podcast to share more about her journey as a founder and why she believes creators will remain critical to the path to purchase. ## **The Round Up** **TikTok **expanded its global partnership with the** MLB**, including giving select creators access to MLB’s current and archival content to use in their videos. During the 2025 World Series alone, MLB’s international accounts saw views jump 426% in Japan and 710% in Korea year-over-year.  **Twitch **is revamping its policies for streamers who break its rules. Rather than losing complete access to Twitch for any type of temporary suspension, creators who commit less severe violations of policies will only lose access to specific features. For example, if a user violates Twitch’s chat rules, they’ll be suspended from chatting but still able to stream or watch content. **Instagram **is bringing its new TV app to **Google TV** devices in the US. Read more about social media’s battle for the living room [here](https://scalablepod.com/p/instagram-enters-the-race-for-the-living-room).  **Pinterest **has kicked off several “code red” projects to revive growth, including ramping up work on existing features aimed at improving key metrics like user and revenue growth, [The Information reported](https://www.theinformation.com/articles/code-reds-ai-debates-pinterests-two-front-battle?rc=haoyux). Pinterest CTO **Matt Madrigal** told the outlet that so far, these projects and updates to its ad recommendation systems have improved advertisers’ return on their spending by almost 10%. **YouTube** is now available on visionOS, the operating system of **Apple**’s Vision Pro headset. YouTube CEO** Neal Mohan **[said](https://x.com/nealmohan/status/2026765400495763603?s=46&t=DnPqmmDjk5n_PiJB3i3RCg) the move gives YouTubers a “new spatial canvas” to share their work and connect with fans.   **Visible Things**, a **WME**-repped fan engagement platform founded by veteran TV producers **Billy Cooper**, **Andrew Greenberger** and **Willis Robertson**, launched a new subscription hub for celebrities, creators and brands. It’s debuting the feature with actress and TV host **Valerie Bertinelli**, who will offer new original videos, podcasts and livestreams for fans.  ## **Deals, Deals, Deals** **Whop** raised $200 million in new funding at a $1.6 billion valuation from blockchain platform **Tether**. The marketplace allows people to get paid for creating and clipping content. Creators and small businesses can also buy and sell memberships and other digital services. Clipping longer videos, including podcasts, into shorter segments has exploded on social media and has become a lucrative business for companies and individuals doing the work. **Koah**, a startup building the Google AdSense for AI, [raised](https://www.adweek.com/media/koah-adsense-for-chatgpt-series-a/) $20.5 million in Series A funding led by **Theory Ventures**. The San Francisco-based company embeds sponsored ads directly into AI chatbots.  ## **Regulatory Woes** **Artem Kaptur**, an editor for **MrBeast**, was [suspended](https://www.npr.org/2026/02/25/nx-s1-5726050/kalshi-insider-trading-enforcement-actions) from the prediction market platform **Kalshi **and reported to federal regulators for insider trading related to bets on the YouTuber’s videos. “Our surveillance systems flagged his near-perfect trading success on markets with low odds,” Kalshi wrote in [a press release](https://news.kalshi.com/p/kalshi-trading-violation-enforcement-cases).  **Reddit **was slapped with a nearly $20 million fine (£14.5 million) from UK regulators over [child privacy issues](https://ico.org.uk/about-the-ico/media-centre/news-and-blogs/2026/02/reddit-issued-with-1447m-fine-for-children-s-privacy-failures/).  ## **By The Numbers** Americans now listen to podcasts more than talk radio shows, according to [a new survey](https://techcrunch.com/2026/02/25/americans-now-listen-to-podcasts-more-often-than-talk-radio-study-shows/) from **Edison Research**. What’s most surprising about this research is the durability of traditional radio talk shows, given all the hype around podcasts. In the fourth quarter of 2025, 39% of Americans ages 13 and up listened to talk shows over AM/FM radio, compared with 40% who listened to podcasts. (This data excludes listening to music on the radio).  ## **Creator Moves** **Sofia Franklyn**, the former co-host of “Call Her Daddy” with Alex Cooper, [will release a memoir](https://www.rollingstone.com/culture/culture-news/sofia-franklyn-memoir-daddy-issues-podcast-fallout-1235521893/) about her exit from the podcast and the public fallout. The book, which will be published by Simon & Schuster, will be out in November. Franklyn also signed with talent agency **Verve** for representation. **Snapchat **announced its first-ever awards show for Snapchat creators called **The Snappys**. It will be hosted by **Matt Friend**, a creator and comedian best known for his impressions of politicians and celebrities. The event is happening on **March 31** at Snap’s Santa Monica headquarters.  **Substack** put on a [spelling bee event ](https://www.vogue.com/slideshow/substack-spelling-bee-cazzie-david)in Los Angeles hosted by actress and writer **Cazzie David**, who recently launched her own newsletter on the platform. Participants included **Nicole Richie**, stylist **Jamie Mizrahi **and podcaster** Jason Stewart**. **Jill Wintersteen**, the celebrity astrologer and author, will [host a new podcast](https://www.thewrap.com/industry-news/business/iheartmedia-whalar-group-jill-wintersteen-podcast/) called “The Spirit Daughter Podcast,” with** iHeartMedia** and Whalar Group’s **The Lighthouse**, a physical campus for creators. (The Lighthouse is also our business partner.) ## **Talent Tracker** **Scott Greenberg** and** Brett Coker**, the Hollywood veterans who founded Bob’s Burgers animation studio **Bento Box Entertainment** and sold it to Fox Entertainment, are joining **Chronicle Studios**, which works with about 50 YouTube channels, [The Ankler reported](https://theankler.com/p/discovery-is-broken-this-startup?utm_medium=email&hide_intro_popup=true). Over the past year, the company has been developing AI tools to help YouTube channels grow.  **Hamish McKenzie**, co-founder of **Substack**, is releasing a book called “How to Save the Media,” about the evolution of journalism and the state of the media. It’s out on October 6.  **Dylan Wells**, a national political reporter at the **Washington Post**, is expanding her coverage to include a newsletter about the creator economy on Beehiiv called Verified. She’s part of the Washington Post’s new Creator Network initiative.  ## **Bookmarked**  [The Creator Who Wants to Bring ‘Looksmaxxing’ Mainstream](https://www.nytimes.com/2026/02/13/style/clavicular-looksmaxxing-braden-peters.html?smid=nytcore-ios-share) [TikToker Khaby Lame's $975 Million Deal Is Riding on a Crashing Stock](https://www.businessinsider.com/tiktoker-khaby-lame-975-million-deal-riding-on-falling-stock-2026-2?_bhlid=318e73a717b52341c420e39b5f63cb7b058ce0a0) [Podcasts? TV Talk Shows? Netflix Just Hopes They’re Hits](https://www.nytimes.com/2026/02/25/arts/television/podcasts-netflix-pete-davidson.html) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/the-creator-teaching-businesses-about-social-media

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------**Stanley 1913** is arguably best known for its TikTok-famous Stanley cup. Officially called the “Quencher,” the 40-ounce insulated, stainless steel water bottle has become a staple among millennial and Gen Z women, inspiring countless dupes and other kinds of trendy water bottles.  “Before that product, you just didn’t see people walking around with these huge hydration vessels and straws,” **Kate Ridley**, chief brand officer of PMI WW LLC Brands (Stanley 1913) told us in an interview for our podcast. The Quencher has also cemented itself as part of online culture, with countless videos of women “[packing them](https://www.tiktok.com/t/ZThpPxFuX/)” or taking them on hot girl walks, while other videos have [poked fun at their size](https://www.instagram.com/reel/DL61enXPQZ6/?igsh=NTc4MTIwNjQ2YQ==). Now the more than 100 year-old brand is moving into its next chapter. That includes launching new products, eyeing international growth and diversifying its audience. A big part of its strategy includes partnerships with creators and celebrities from different parts of the world.   To that end, the company has partnered with **Lionel Messi**, the Argentine soccer star who now captains Inter Miami, as well as European soccer leagues including **Arsenal**, **Paris Saint-Germain** and **Juventus**. It has also inked other high-profile partnerships with the likes of **Post Malone**, **Olivia Rodrigo**, **Lainie Mulvey **and **Barbie**.  The multi-year partnership with Messi, with whom Stanley created a special collection of water bottles and mugs, could give the brand an edge during the **FIFA World Cup** this summer: Messi brings a giant audience, including many sports and fitness fans.  “We know what an incredible appeal he has to so many young men,” Ridley said. “Going into the World Cup, we know that we’re going to have fantastic engagement with that product.” The company has also launched a new product line called Vitalize, including backpacks, totes and a shaker, which has a compartment at the bottom to store protein powder or supplements.  “Being single-mindedly associated with mommy bloggers is a thing of the past for Stanley,” Ridley said. Her comment was in reference to the company working with a group of Utah moms, which kickstarted the success of the Quencher—and the brand’s creator strategy— just before the pandemic. Those moms, who run the recommendation website The Buy Guide, were “the first group of influencers that made this light bulb go off that there are people who love our products and really want to spread the word for us,” she explained. But as it expands, Stanley isn’t forgetting where it came from. Launched in 1913, the brand’s products were originally intended to be a way for male workers to take their lunches to work, which was revolutionary at the time. In the 1950’s, its hammertone green Stanley products became associated with campers and hikers. The new products in the Vitalize line are available in the traditionally feminine colors that the company of the 2020’s is best known for, in addition to traditionally masculine colors. Stanley is also still working with creators and influencers focused on health and well-being that took the brand’s popularity to new heights. One thing that Ridley says has remained the same is the product quality. The brand’s founder William Stanley Jr. was an inventor who patented the all-steel vacuum bottle, allowing items to stay hot or cold. That’s also been a proof point for the company on social media. A few years ago, a TikTok user named Bibiana Gonzales posted a video explaining how her car had just burned down but her Stanley cup survived and the ice inside of it remained frozen. The video quickly went viral. In response, Stanley’s then-president posted a response video “saying how sorry he was” and the company bought her a new car.  The larger lesson for brands is not to be “too precious,” Ridley said, when weighing whether to respond to something happening online. “That’s what people want today,” she said. “They don’t want to hear necessarily what you think about your brand. They want to share what other people think about it.”  We’ll be watching to see how this strategy plays out for Stanley in its next chapter and whether the Vitalize products hit the same as the Stanley cup.   Tune into our full conversation with Ridley, embedded below, including who the brand wants to partner with next. Hint: “We’ve been sending a lot of product to Taylor Swift,” she told us. And check out the full episode of Scalable, which goes live on Thursday. Youtube: What's next for Stanley after the TikTok-famous 'Stanley cup' (https://youtu.be/xOoXfuB3gcg?si=RNkQ4wOXIvG0APzH) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/what-s-next-for-stanley-after-tiktok-famous-cup

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------On Saturday, more than 250 creators descended on the 125,000 square foot lot operated by mega YouTuber **Dhar Mann**. Mann, who has nearly 27 million subscribers on YouTube, invited the group of mostly-aspiring creators for a full-day training camp, hosted in partnership with** Adobe**. Of course, the event also served as a way for Mann to showcase his facilities and business, which only recently started including brand deals. Located just down the road from Warner Bros. Studios in Burbank, Calif., Dhar Mann Studios was buzzing with creators eager to learn, mingle and film content with some of social media’s biggest stars. As part of the partnership with Adobe, creators were also trained on its tools, such as Photoshop and Firefly. The event included 24 creators with more than 1 billion followers combined.  “It’s very difficult to make [being a creator] a full-time career, especially now when this space is more crowded than ever,” Mann told Jasmine in an interview conducted on a set designed for his new podcast, which debuts in March.  It was the first time Mann opened the doors of his studios for an event like this. But he doesn’t intend for it to be the last. “If we partnered with a fashion brand, there’s no reason that we couldn’t bring 24 of the biggest fashion creators together and help aspiring fashion creators learn the trade,” Mann said. “Beauty, lifestyle, food, DIY, any category, I think could become its own event.”  Inside two of the three studios on the lot, film sets served as content stations manned by creators like magician **Justin Flom** and family and kids content creators **Rebecca Zamolo **and **Matt Slays**.** **More creators including **Adam W** and partner managers from Meta and YouTube hit the stage for panels throughout the day. But Mann was naturally the star of the show. He delivered a keynote speech before hopping on a golf cart with his wife to lunch, which later turned into an impromptu outdoor dance party. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f0ff1192-3861-46e6-b1c4-15091112836d/IMG_0862.PNG?t=1771960527) Caption: YouTuber Dhar Mann poses with other creators at his event on Saturday. Photo courtesy of Dhar Mann Studios While sponsorship deals with brands tend to be the most common way creators earn money, those with Mann’s scale can often rely purely on ad-revenue sharing programs from YouTube and other platforms to make a living.  Still, programs like AdSense can only get creators so far. Brand deals are highly lucrative and hard to resist forever. Now Mann is starting to dabble in them, announcing high-profile deals with the **NFL** and** Old Navy** in recent weeks. Mann said he’s also open to brand takeovers of his many sets, which range from a courtroom and movie theater to a part of a real airplane and a Target-style supermarket stocked with fake fruit and other items.  One thing Mann says he isn’t planning on doing is charging creators to use the space. Mann credited his recent deals to three things: his CEO **Sean Atkins**, who helped build a brand partnerships division after joining in September 2024, brands’ willingness to do longer-term deals and his own desire to do “more ambitious projects.” That includes a new deal with** Fox Entertainment **to develop 40 vertical microdramas, which Mann described as “90 minute feature films broken down into 1 minute chapters.” He expects each project to take about 30 to 45 days to go from “script to screen.” Mann didn’t share names, but said he’s already been approached by some of the “biggest companies in the world,” including fashion brands, to sponsor these shows. That may seem surprising given that microdramas are often written off as cringey or low brow. But the interest in Mann’s microdramas also makes sense given the recent buzz around the format and branded entertainment in general. Companies from **Crocs** to **Procter & Gamble** have developed their own vertical short-form shows, while **Gap** has brought on its first “chief entertainment officer.” Creators are often part of these projects and strategies. We share more from Jasmine’s conversation with Mann, as well as what to make of the branded microdrama trend on [this week’s podcast](https://scalablepod.com/podcast), publishing on Thursday. _In other news…_ ## **Introducing the Scalable Summit** In case you missed our announcement last week, we are so excited to be hosting our first conference on **May 6** in Los Angeles!  The inaugural **Scalable Summit **will gather founders, creators, marketers, investors and other industry leaders who are shaping the creator economy for a full day of fireside chats, panels and networking. Our goal is to connect different people working in this industry, especially groups who often don’t get to talk to each other (think investors and marketers).  We’ll dive into some of the most pressing topics happening in the industry today from the future of Hollywood to the rise of AI and the intersection of sports and creators, and so much more. We’ll also have tactical conversations about what it takes to build a sustainable business in the creator economy. Plus, we’ll have plenty of time for networking—and cocktails!  Our speaker line up so far includes Twitch CEO **Dan Clancy**; long-time Instagram product executive **Tessa Lyons**;** Khartoon Weiss**, general manager of global business solutions at TikTok; and **David Duxin**, a partnerships and strategy lead at OpenAI, who’s been at the core of some of Sora’s biggest deals. We’ll also have executives from **Adobe**, **Pinterest**, **Tubi**, **Teachable**, and Issa Rae’s branded entertainment studio** Ensemble**. We’ll be announcing more speakers—including creators—soon! Tickets are live now and selling fast! Snag your early-bird ticket for $299 [here](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator), or visit [our website for more information](https://scalablepod.com/summit). You can also nominate a speaker using [this form](https://docs.google.com/forms/d/e/1FAIpQLSdq1UXKKvHUaBVMUBlnNRrQAhA30kTLvcgTV7Un4hemGdJAAg/viewform)—we still have limited speaking slots available. If you’re a brand interested in partnering with us, please reach out to [brandpartnerships@scalablepod.com](mailto:brandpartnerships@scalablepod.com). We hope to see you soon! ## **The Round Up** **Facebook** worked on developing an app for teens called Bell in 2018, but never launched it, [according to court filings](https://www.nbcnews.com/tech/social-media/facebook-designed-app-teens-bell-court-records-reveal-rcna260315) tied to a landmark social media addiction lawsuit involving parent company **Meta Platforms**. The internal plans demonstrate how young users have long been important to the company, in part as gaining teens early could keep them on Meta apps in the future.  A Meta spokesperson [told NBC](https://www.nbcnews.com/tech/social-media/facebook-designed-app-teens-bell-court-records-reveal-rcna260315) the Bell app was developed as an early exploratory idea and it would have relied heavily on the company’s content moderators.  **Lightricks**, the company behind editing apps including Facetune, is separating its consumer app business from its generative AI video platform LTX, creating two different units, [Reuters reported](https://www.reuters.com/business/facetune-creator-lightricks-split-into-two-units-ai-premium-outpaces-traditional-2026-02-23/). **Wishlink**, an Indian creator commerce startup, raised $17.5 million in Series B funding led by **Vertex Ventures Southeast Asia & India**. **GameSquare Holdings**, the parent company of **FazeClan**’s esports and gaming brand, is acquiring **TubeBuddy**, an AI software tool providing SEO, keyword, and thumbnail products for YouTubers from influencer marketing firm** BENlabs**.   ## 🎿**The Winter Olympics (TikTok) Winners** **Alysa Liu**,** **the figure skater who won the first US women’s figure skating gold in 24 years, was also arguably the gold medalist of the Winter Olympics on social media.  Liu brought in 57.3 million total views and 19.1 million average views on her Olympic-related posts on TikTok during the Games, according to new data from **Dash Social**. Her following on Instagram also skyrocketed to more than 5 million. In second place in Dash Social’s ranking was **Jutta Leerdam**, a speed skater from the Netherlands, who averaged 12 million views on TikTok. After setting an Olympic record, Leerdam sparked debate by flashing her Nike sports bra despite strict advertising rules. “The mix of record-breaking performance, controversy and an established audience made her one of the most-watched creator athletes of the Games,” Dash Social noted. Leerdam, who is engaged to YouTuber-turned-boxer Jake Paul, already had a large following going into the Olympics. The third spot went to **Eileen Gu**, the American-born freestyle skier representing China, who notched about 2.4 million average TikTok views. Gu has been sharing a mix of get-ready-with-me videos and competition footage. It’s also notable that seven of the 10 most-watched Olympic creator-athletes measured by Dash Social were women. The Olympic Village also took on a dual purpose as a content studio, where athletes taped food reviews, moments with their roommates and other behind-the-scenes content. Major brands like **Procter & Gamble **also [set up studios](https://www.instagram.com/reel/DU-9HfyFfca/?igsh=MWpoOTg0MG1ya3M0Nw==) in Milan where creators and athletes shot interviews, while also discussing how they used various P&G products during the Games, including Secret deodorant and Tampax tampons. ## **Creator Moves** **Vivian Tu**’s personal finance book “Rich AF” is being developed into a series for **Amazon MGM Studios**. Tu, a former trader turned social media creator, will be an executive producer on the show.  **David Begnaud**, a long-time CBS News correspondent, announced his own independent media company called **Do Good Crew**. It will include a weekly newsletter on Beehiiv, a podcast and live events. Begnaud will also remain a contributor to CBS. The structure is part of a rise in hybrid business models and other arrangements we’ve been tracking in the creator economy that hedge some of the risks of going solo.  **Peter Attia**, a popular wellness influencer, [resigned](https://www.nytimes.com/2026/02/23/well/peter-attia-cbs-epstein.html?campaign_id=60&emc=edit_na_20260223&instance_id=171517&nl=breaking-news&regi_id=295966374&segment_id=215704&user_id=e576fbbc1d8acc41a2c108284204e0e9) from his new contributor role at CBS after appearing in the Epstein files. Earlier, he also resigned his position as chief science officer of protein bar company David.   ## **Talent Tracker ** **Rahul Titus** joined **Publicis Groupe** as global influencer lead. Previously, he spent 12 years at WPP, most recently as global head of influence for Ogilvy.  **Rollo Goldstaub **was promoted to **TikTok**’s global head of sport. Goldstaub, who is based in London, previously led the app’s sports partnerships.  **Aaron Morrissey **is now the head of social media for **Synthesia**, a UK-based AI avatar and voiceover startup for businesses. He’s previously created content for other brands, including sales software provider **Clay** and **Hootsuite**.  ## **Bookmarked**  [Salish Matter, Teen Mogul](https://www.bloomberg.com/news/features/2026-02-17/salish-matter-youtube-star-and-sincerely-yours-founder-is-coming-to-netflix?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc3MTYxNzI5OSwiZXhwIjoxNzcyMjIyMDk5LCJhcnRpY2xlSWQiOiJUQUxURzRLSVAzTTEwMCIsImJjb25uZWN0SWQiOiJDQjhERDAxRjBGMEU0MkE1QkUyREM4NEU5MUUyRDAwRSJ9.vihpfKk7Nt972MwybyFgGTw3tGWM4XdA8RFWE4iVAVA) [The Wellness Guru Jay Shetty Has Raised Some Doubts. Including His Own](https://www.nytimes.com/2026/02/21/magazine/jay-shetty-wellness-influencer-interview.html?smid=nytcore-ios-share) [Kids Show Us What They’re Into, From Pokemon to Pop Stars](https://www.bloomberg.com/features/2026-gen-alpha-rooms-obsessions/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/dhar-mann-opens-the-doors-to-his-studio-and-more-brand-deals

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- _Before we get into today’s exclusive, we’re excited to announce our first __**Scalable Summit**__, taking place on __**May 6**__ in Los Angeles. The event will gather founders, creators, marketers, investors and other industry leaders who are shaping the creator economy for a full day of fireside chats, panels and networking. _ -------------------- _Our first wave of speakers includes Twitch CEO _**_Dan Clancy_**_; long-time Instagram product executive _**_Tessa Lyons_**_; _**_Khartoon Weiss_**_, general manager of global business solutions at TikTok; and _**_David Duxin_**_, a partnerships and strategy lead at OpenAI, who’s been at the core of some of Sora’s biggest deals. We’ll also have executives from _**_Pinterest_**_, _**_Adobe_**_, _**_Tubi_**_, _**_Teachable_**_ and Issa Rae’s branded entertainment studio _**_Ensemble_**_. _ -------------------- _You can read more about the event _[_here_](https://scalablepod.com/summit)_, or snag your early-bird ticket for $299 _[_here_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)_, with our special debut event pricing._ -------------------- _Now on to the news…_ ----------**Cannes Lions** is [partnering](https://www.canneslions.com/festival/experiences/lions-creators) with** Adobe** on its 2026 creator program. It’s also moving and expanding its dedicated event space for creators to a prime spot on the beach, Scalable is first to report. The premier international advertising festival, which takes place every June in the South of France, has expanded over the years to include creators as they’ve become a bigger part of marketing.  Cannes Lions first introduced its dedicated creator program and event space, dubbed LIONS Creators, in 2024. For the past two years, LIONS Creators has been located on the rooftop of the Palais des Festivals, a key venue and landmark in the city where awards are also given out. But that location is tucked away from the majority of the action on the beach and boardwalk.  Every year, companies including Meta, Google, Spotify and Pinterest transform outdoor restaurants along the beach into large pop-up activations, where celebrities and creators such as **Paris Hilton** and podcaster **Jake Shane** drop in. They also host parties, including concerts featuring big names from **Cardi B **to **Dua Lipa**. The new beachfront event space for LIONS Creators will include a stage, content studios and an editing suite, where creators can also try out Adobe’s tools. The linkup with Adobe makes sense as the software company has emerged as a key player in the creator economy. Creators ranging from social media influencers to filmmakers use its products, such as Photoshop or AI tools like Firefly, in their work. **Ed Davidson**, chief growth officer of LIONS, said the move to the beach is symbolic of what’s happening in the broader marketing industry. “Creators and creator marketing [are] just an absolute core component of creative marketing now,” he told us. He also said it’s necessary as more creators have started coming to the festival. “In terms of capacity of the space, it wouldn’t have been okay for the numbers that we’re seeing for this year.” Cannes Lions doesn’t share how many creators attend the festival, but we’ve also noticed a marked increase in the past two years. For creators, the festival is a chance to meet with major brands to broker sponsorship deals or even get face time with CMOs. But the cost of traveling to and finding accommodations in the South of France during peak tourism season is hefty. In some cases, a brand or social platform will cover those costs for a creator who’s speaking at the event. LIONS Creators also offers discounted passes for creators. Davidson said the lower priced ticket for creators is an effort to make it more affordable for them to attend. This year, creator passes will cost €1,245, or about $1,465 compared to a “classic” ticket that costs €4,465 ($5,254). LIONS Creators also plans to host lunches and other networking events to help get creators in front of brand leaders. New this year is also a special two-day event focused on the business of sports, another huge area of growth and excitement for brands, creators and streaming companies. The festival has seen “a burgeoning community of sports folks,” said Davidson, including sports teams and individual athletes who are building their own media businesses or platforms.   On our podcast this week, we spoke to Davidson more about the Adobe partnership and what else to expect at Cannes Lions this year. (Hint: lots of talk about AI and creators.) Tune into our latest episode below for the full conversation, or listen on [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv?si=9tznI8j6SoOSzD6jwNgpkg&nd=1&dlsi=94c71e663a6a404a)—or wherever else you get your podcasts. Youtube: Cannes Goes Big on Creators; AI Copycatting Surges and Podcasters Descend on the Nancy Guthrie Case (https://youtu.be/_LKINnlfM58?si=3lFOs-2iWTPvJn_2) _In other news…_ ## **Deals, Deals, Deals** **Substack** announced a partnership with **Polymarket** to make it easier for people to share and discuss prediction market data on the newsletter publishing service. The move comes as sites like Polymarket and Kalshi have exploded in popularity, but also are facing legal backlash over alleged insider trading.  **Dolphin Entertainment**, a production firm, [partnered](https://variety.com/2026/biz/news/dolphin-dealmaker-capital-raise-creators-influencers-1236665032/) with online capital raising platform **DealMaker** to offer celebrity and creator consumer brands an alternative to raising venture capital.  **MS NOW**, formerly MSNBC, [inked a deal](https://deadline.com/2026/02/ms-now-crooked-media-deal-1236726903/) with progressive media firm** Crooked Media** to bring its progressive podcasts, including “Pod Save America” and other work to the network with a weekly compilation show. “Crooked on MS NOW” will air on Saturdays at 9 pm ET starting Feb. 28. The move follows a flurry of Netflix-podcast deals, as well as a deal between CNN and podcast network Lemonada to bring some of its shows to CNN’s new streaming offering.  **Court TV**, a digital broadcast network owned by E.W. Scripps, was [acquired](https://deadline.com/2026/02/court-tv-acquired-by-dan-abrams-law-and-crime-1236713288/) by **Law&Crime**, a true crime production company and YouTube channel. Court TV was a long-time fixture on traditional TV, so it’s notable that it’s being acquired by a YouTube channel.  ## **Regulatory Woes** **Mark Zuckerberg **took the stand in a landmark social media addiction case in California on Wednesday. The Meta Platforms CEO struggled to defend his company from allegations that it targeted young users and claimed that internal documents and communications were mischaracterized by lawyers, [according to the BBC](https://www.bbc.com/news/articles/c5y42znjnjvo). **David Greene**, a veteran NPR host, is [suing](https://www.washingtonpost.com/technology/2026/02/15/david-greene-google-ai-podcast/) **Google **for allegedly violating his rights by building a product that replicated his voice without payment or permission. Greene claims that the male voice used in Google’s AI tool NotebookLM, which creates on-demand podcasts, has an “uncanny” resemblance to his. Google has denied the claims.  We also covered the rise of creator copycatting by AI [on our podcast](https://youtu.be/_LKINnlfM58?si=3lFOs-2iWTPvJn_2) this week, including takes from attorneys Rachael Connelly and Tyler Chou. **Spain** will [investigate](https://www.nytimes.com/2026/02/17/world/europe/spain-investigate-social-media.html?smid=nytcore-ios-share) **X**, **Meta** and **TikTok** for allegedly spreading AI-generated child pornography. The companies declined to comment or didn’t immediately provide a comment.  ## **Talent Tracker ** **Charles Porch **is joining **OpenAI** as its first vice president of global creative partnerships as the company looks to forge more relationships in the entertainment industry. Porch is a 15-year veteran of Instagram and Meta, where he helped [onboard celebrities to the app](https://www.hollywoodreporter.com/business/digital/openai-hires-instagram-celebrity-partner-charles-porch-1236508895/).  **Andreessen Horowitz **is hiring for a variety of roles for its new media team, including a chief of staff, head of podcasts, a CMO and chief communications officer.  **MrBeast** is [hiring](https://job-boards.greenhouse.io/mrbeastyoutube/jobs/5706893004?gh_src=114e62fd4us) for a head of TikTok to lead strategy on the app and scale the mega YouTuber’s “presence to new levels.”  **Patrick Harris** joined **Roku** as senior vice president of global media revenue. Previously, he was president of the Americas for Snap and beforethat spent more than 11 years at Meta.  **Jeremy Lewis** is now vice president of business development at **Fixated**, a creator management and monetization company. Most recently, he was the co-founder of Right Swipe Entertainment, the production company behind his former podcast with his wife **Lauren Riihimaki**, the creator better known as LaurDIY.  ## **Creator Moves** **Spotter**, best known for offering upfront financing to YouTubers, [willhost its second](https://www.tubefilter.com/2026/02/18/spotter-showcase-2026-new-york-creator-tv-upfront/) “Spotter Showcase” to help creators broker deals with advertisers. The event, which will take place in New York on March 4, will include creators such as **Dude Perfect**, **Kinigra Deon**, **Airrack** and **Michelle Khare**. It also comes just a few weeks ahead of the annual Newfronts, where platforms like YouTube will make their [pitch to advertisers](https://youtu.be/-NbSSNLbDLM?si=LTVOuoroziSZ5pZc). ** ** **TopFan**, a company behind fan sites and apps for Warner Bros., the Denver Broncos and Maroon 5, is [expanding its platform](https://www.axios.com/2026/02/17/topfan-creator-platform-launch) to include creators.  **Paige Spiranac**, a golf influencer and former pro, partnered with** Pro Shop**, the golf media firm behind Netflix’s docuseries “Full Swing,” to launch a new media venture, [Axios reported](https://www.axios.com/2026/02/17/paige-spiranac-golf-paigeco-pro-shop). The joint venture will focus on creating new shows and branded products, with Pro Shop managing production, distribution, sales, merchandising and marketing. **Alex Cooper **will interview **Miley Cyrus** in front of a live studio audience as part of **Disney+**’s “Hannah Montana 20th Anniversary Special” next month. ## **Bookmarked**  [Chatbots Are the New Influencers Brands Must Woo](https://www.nytimes.com/2026/02/17/technology/chatbots-influencers-brands-marketing.html?smid=nytcore-ios-share) [Reddit’s Human Content Wins Amid the AI Flood](https://www.bbc.com/news/articles/c5y4zl0w062o) [Parents Who Blame Snapchat for Their Children’s Deaths Protest Outside Its HQ](https://www.latimes.com/business/story/2026-02-13/parents-who-blame-snapchat-for-their-childrens-deaths-protest-outside-companys-headquarters)  ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/exclusive-cannes-lions-goes-even-bigger-on-creators-partners-with-adobe

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------We were on Capitol Hill last week to sit down with New Jersey Senator **Cory Booker**. Our conversation centered on the push he’s leading to make **Senate Democrats** be more active on social media and ramp up their work with creators. But the scope quickly broadened.  We got Booker’s take on the new US **TikTok**, whether he supports social media bans for teens and what he thinks about California Governor **Gavin Newsom**’s social media strategy, which regularly trolls and parodies President Trump. (Booker called the approach “creative” and “hilarious.”) Big picture, Booker said Senate Democrats weren’t “keeping up” with the explosion of the creator economy, which is “dominating more and more” and “growing exponentially.”  The 2024 presidential election was a reality check. “The Democratic Party was losing out and they didn’t understand where media was moving and didn’t find ways to really lean into those platforms,” Booker told us. He also said he told Senate minority leader **Chuck Schumer** that Democrats were “getting shellacked.” Now Booker is trying to change that. One issue is that the median age of senators is 64.7, per data from Pew Research Center, and he said many of them weren’t comfortable using social apps. In some cases, Booker went to individual senators to convince them to get on board with posting more.  The push has been working. Between 2024 and 2025, engagement on Senate Democrats' own social media accounts grew 430%, according to data from the Strategic Communications Committee, which Booker chairs. But there’s still more work to do. Democrats still lag Republicans when it comes to influencer strategies and using social media. Booker said that he hopes that a new generation of younger politicians, as well as new platforms and technology like AI will present more opportunities. (Read [our recap](https://scalablepod.com/p/inside-the-senate-democrats-creator-summit) of last week’s summit on Capitol Hill for more on this.) The rise of social media and creators also comes with plenty of downsides, from the spread of misinformation to the negative impact on young people. That’s what prompted Australia to ban social media use for teens in December. Some European countries have since followed with bans or restrictions of their own. Booker hopes such a ban will come to the US for teens under 16. “I think there should be a flat ban somewhere around those mid-teen years and definitely before,” he said. “We're going to look back on this era as the same era that they used to let young people smoke cigarettes,” Booker argued, saying these platforms “have a really dark side.” He’s also concerned about the new US TikTok, which is majority owned by US investors. “I have concerns when billionaires like Elon Musk or what-have-you get massive ownership stakes and then change the algorithm in ways that make them less free, fair platforms.” He added that social apps should be compensating creators fairly for their work.  We also asked Booker how his own social media strategy has changed since his days as mayor of Newark, which creators he personally follows and who he thinks will be the Democratic presidential nominee in 2028. Tune into the full interview in our special episode of Scalable published on Wednesday. Plus, hear our takeaways and some of the behind-the-scenes moments of the interview, including Booker telling us he uses his Oura ring as his wedding band, which apparently is [part of a bigger trend](https://www.theinformation.com/articles/sickness-health-wellness-obsessed-techies-adopt-oura-rings-wedding-bands?rc=haoyux). You can watch on [YouTube](https://youtu.be/qN6i_nyqCfw?si=csx1OxpoDlt4R78Y) and [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv) or tune in anywhere you get your podcasts.  Youtube: How Senator Cory Booker Convinced Democrats to Post More on Social Media (https://youtu.be/qN6i_nyqCfw?si=g0tTrMAuuQI3PdQc) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/senator-cory-booker-wants-democrats-to-post-more

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------Quarterly earnings calls are a good way to get a pulse on what big tech companies are focused on. But what executives don’t say on those calls is often just as important as what they do say. Take **Meta Platforms**. Executives didn’t mention creators once during the company’s fourth-quarter prepared remarks or in the question and answer session with analysts. AI, however, was mentioned nearly 50 times. Compare that to the second quarter of 2021, when “creator” was said roughly 35 times. That suggests creators have taken a backseat to AI, at least in Meta’s messaging to investors. To see how—and why—the company’s messaging around creators has changed over time, we went through earnings call transcripts stretching back to the first quarter of 2020. We also compared the number of times that the word “creator” appeared in Meta’s calls with YouTube’s parent company Alphabet, Netflix, Spotify, Pinterest and Snap. We found that mentions of creators fluctuate from quarter to quarter. Looking just at year-end reports since 2022, **Alphabet** has been the most consistent and vocal, with the word ‘creator’ appearing between 15 to 20 times. But in mid-year reports, the number of mentions often dropped to single digits. Quarterly earnings reports are, of course, a snapshot in time and what executives choose to stress on the calls often has to do with what’s going on in the broader market or business.  In **Netflix**’s first quarter 2025 earnings call, for example, the word creator appeared more times than in Alphabet’s. That coincided with **YouTube**’s rise to be the No.1 TV distributor in the US—and Netflix was likely laying the groundwork for its upcoming creator push. (We excluded traditional film and TV creators in our Netflix analysis.) What executives discuss also depends on what questions they are asked by analysts on the calls. In Netflix’s case, much of the chatter around creators in the first quarter was in response to analysts’ questions rather than from its prepared presentation.  ---------- Annualizing these figures paints a more holistic picture of how companies have shifted their messaging around creators over the years. As you can see from the chart below, conversation around creators peaked in 2021. That year, the word “creator” was said a whopping 72 times across Meta’s four earnings calls—which is more than any other company in any other year—compared to just five mentions in 2025. -------------------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/142cc297-ebb4-4d7b-9ead-a88e2b363c5f/Final_Q4_earnings_chart.png?t=1771335701) Caption: ----------Even companies that aren’t as top of mind when it comes to the creator economy were vocal about creators in 2021: **Pinterest** mentioned creators 60 times, on par with** Snap**. Meanwhile, creators came up roughly 40 times in **Spotify**’s earnings calls. (We counted Pinterest’s mentions from its shareholder letter, which often serves as prepared remarks, as transcripts for its 2021 calls weren’t available). This makes sense as 2021 was the height of the creator economy boom. TikTok was rising fast and venture capitalists were throwing money at creator startups. Big tech platforms were trying to figure out their creator strategies, while fielding tough questions from analysts and shareholders about how their investments in creators could translate to revenue. It’s easy to interpret the decline in overall mentions from then to now as a bad sign. But we see it as a signal of how much the market has matured.  The creator economy is no longer a shiny new object or as uncharted as before, meaning that investors likely view big tech’s bets on creators more as a given than a gamble. In Meta’s case, Wall Street is more concerned about what the company is doing in AI than if it can compete with TikTok on creators. It’s already [showing that it can](https://scalablepod.com/p/instagram-reels-is-good-now). At the same time, the industry is also expanding. Creators are now a key strategy for companies like Netflix that few would have associated with creator content in 2021. For more on how we approach earnings reports and what we made of YouTube’s fourth quarter results, tune into our latest podcast episode, available now on [YouTube](https://youtu.be/-NbSSNLbDLM?si=kLHDHu_vGXgnS6Zi), [Spotify](https://open.spotify.com/episode/3IcLm4nXNvtcbFCbpDMmeF?si=2I46ySb6Q-GFdjI6A4qjcQ) or wherever else you get your podcasts. _In other news…_ ## **AI Creator Copycatting ** More creators are reporting that their content is being ripped off. This time, it’s by AI. Earlier this month, a micro-creator with roughly 3,000 Instagram followers [said](https://www.instagram.com/reel/DUZzN1KE9h2/?igsh=NTc4MTIwNjQ2YQ==) an AI influencer posted an almost exact copy of her video, down to her facial expressions and the calculator on her desk. That follows an NPR [report](https://www.npr.org/2025/07/10/nx-s1-5461427/tiktok-creators-copy-ai-fakes) from last year showing that AI was being used to create realistic avatars of real-life creators and repeating word-for-word what they said in their videos. Drawing inspiration from others is a common practice for creators, especially on short-form apps that are focused on trending content. But blatant copying is a major faux pas that directly hurts creators’ ability to grow an audience and generate income. Social platforms have tried to crack down on AI slop and are focused on promoting original content. But as the AI dupes get more realistic and more rampant, it’s harder to tell which posts are real—and who gets the credit. Laws around AI are still evolving. But creators can ask platforms to take the content down or send a cease-and-desist letter. “Creators may need to start thinking a bit more proactively—implementing measures such as watermarking their content, signing up for monitoring services to police their content and other digital enforcement tools could become highly valuable, especially if content is highly monetized,” said **Rachael Connelly**, a practicing attorney in Los Angeles. We’ll have more of her thoughts in Thursday’s podcast. ## **The Round Up** **Apple **is taking on Spotify and YouTube by embracing video podcasts, including the ability for users to easily switch between listening and watching a show in its Podcasts app and download episodes to watch offline. Apple will also allow creators to insert video ads, including ads read by hosts, into their episodes.   **Wasserman **is for sale following fallout from founder **Casey Wasserman **appearing in the Epstein files. In a memo to staff on Friday night, Wasserman said he’d “become a distraction” from the talent agency’s operations. Some high-profile clients have [dropped the agency](https://www.rollingstone.com/music/music-news/weyes-blood-chappell-roan-leave-wasserman-agency-epstein-1235514583/), which also represents digital creators, after the documents were released.  **Night**, a talent management firm representing creators like streamer Kai Cenat, raised $70 million from investors including **StepStone Group**, **Founders Fund** and **K5 Global**. The company said it would use the funding to expand, including to build, operate and acquire businesses “embedded in internet culture,” such as those related to music, sports, gaming, podcasting, live events and other categories. **Snapchat **is testing creator subscriptions, where fans pay for access to exclusive content, similar to existing offerings from Patreon, Substack, YouTube and Meta. Snap is likely betting that the success of its existing subscription products like Snapchat+ will translate to creators and help further diversify its revenue: Creators will get roughly 60% of revenue from subscriptions, which range from $4.99 to $19.99 per month. That’s a steeper cut than some of its peers like YouTube, which pays out 70%, and Instagram, which lets creators keep 100% of subscription earnings. **LTK **laid off some staff, including engineers and employees who work with creators, a spokesperson confirmed to Scalable. The spokesperson said it wasn’t a broad-based layoff, but a “strategic realignment.” The move comes as LTK is focused on building its brand platform, which allows companies to set up profiles on the app, work with LTK creators and access data or insights.  **Vox Media** expanded its “Language, Please” [project](https://languageplease.org/), which launched in December 2020 as a resource and style guide for journalists and local newsrooms covering sensitive and complex topics. Now the company is adding special tools for creators.  “As more people rely on creators for news coverage, it is imperative that they have access to journalistic tools to ensure thoughtful, accurate content,” said **Chris Clermont**, Vox Media’s head of diversity, equity and inclusion.  ## **Soundbite** “I’m sick of watching ‘reporting’ grifting, insane speculation, lies, and BS by random wannabe journalists and YouTubers who have now caused more harm than good…Please GO HOME,” **Alma Hernandez**, a Democratic member of the Arizona House of Representatives, [wrote on X](https://x.com/almaforarizona/status/2022897740913713635?s=46). That’s in reference to the influx of creators and true crime podcasters who have inserted themselves into the investigation of **Nancy Guthrie**’s disappearance in Tucson. People are also compromising the crime scene, a retired FBI agent complained, [according to the New Yorker](https://www.newyorker.com/news/the-lede/the-disappearance-of-nancy-guthrie), saying “people touched things without gloves on” and “trampled over everything.” At one point, a Domino’s pizza delivery driver also showed up with food for an influencer. The sheriff’s department had to ask people not to order takeout to a crime scene. ## **Today in TikTok** **• ByteDance**,** **TikTok’s parent company, has created a new AI model called Seedance 2.0 which can generate a high-quality video with a story line, characters and different scenes based on one text prompt. The new model is making waves in China, but sparking copyright issues in Hollywood, the [Wall Street Journal reported](https://www.wsj.com/tech/ai/tiktoks-chinese-parent-has-an-app-to-replace-hollywood-7b31c6df). A ByteDance spokesperson [told the BBC](https://www.theguardian.com/technology/2026/feb/16/tiktok-bytedance-ai-video-tool-disney-seedance-tom-cruise-brad-pitt) it’s “taking steps to strengthen current safeguards as we work to prevent the unauthorized use of intellectual property and likeness by users.”  • The new US **TikTok** [started rocky](https://scalablepod.com/p/the-fallout-of-tiktok-s-us-deal), but third-party data suggests things are stabilizing. Deletions of the app surged after TikTok announced its joint venture on January 23. But the average number of daily active users in the US remains around 95% of its usership compared to the week of January 19-25, according to **Sensor Tower** data [cited by CNBC](https://www.cnbc.com/2026/02/16/tiktok-us-joint-venture-user-data-no-mass-exodus-oracle-mgx-silver-lake-larry-ellison-trump.html). (We predicted the backlash would settle in [our podcast](https://youtu.be/8NunEWvw63g?si=6__3PmXUIq6cmE0x) discussing the sale.) **• **TikTok** **announced a local feed to show what’s happening in a user’s area, including events, restaurants and shopping. It also shows posts from small businesses and local creators.  ## **Brand**** ****Buzz** **Hasbro Entertainment **and family-friendly media company **Animaj **launched Lumee, a joint venture focused on ad sales and partnerships for kids content. Kids content is among the most popular genres on YouTube, but there are strict restrictions on advertising to kids and many brands have chosen to steer clear. That has also made it challenging for YouTube and its kids creators to earn revenue from that content. **Crocs** is getting into [microdramas](https://scalablepod.com/p/why-hannah-stocking-could-be-a-game-changer-for-microdramas). The shoe company worked with **CAA** to release a scripted, short-form series called “Charmed to Meet You.” **Procter & Gamble **also [recently launched](https://variety.com/2026/tv/news/procter-gamble-soap-opera-microcontent-golden-pear-affair-1236659034/) a 55-part “microsoap” called “The Golden Pair Affair,” which also promotes its products. Last year, **JC Penney **worked with **TelevisaUnivision** on [a five-episode series](https://variety.com/2025/tv/news/microdramas-advertisers-televisaunivision-short-form-1236595920/) aimed at Spanish speakers. **Jake Shane** was named chief creative officer of **Katjes**, a major German candy company that makes licorice and fruit gummies. As CCO, Shane will lead creative strategy, brand messaging and marketing campaigns as the company seeks to expand its presence in the US, [per Forbes](https://www.forbes.com/sites/alexyork/2026/02/11/podcast-star-jake-shane-named-chief-creative-officer-at-german-candy-company-katjes/). ## **Creator Moves** **Jay Shetty**, the host of the podcast “On Purpose,”** **announced a new production company called **Perfect Strangers Media** and two deals with** Netflix **for an unscripted and a scripted series. Shetty’s company didn’t provide further details on the shows. **Moose Toys**, the company behind MrBeast’s Lab toy products, announced partnerships with YouTubers **Mark Rober **and **Salish Matter**, who both also have deals with Netflix. Rober, a former NASA engineer, already has a STEM subscription box company called CrunchLabs, which will work with Moose Toys on STEM toys. It’s unclear what type of toy line the company will release with Matter. ## **Bookmarked**  [Why Internet Stars Are Chinamaxxing](https://www.gq.com/story/why-internet-stars-are-chinamaxxing) [Meet the American Girl Doll Influencers Protesting ICE](https://www.rollingstone.com/culture/culture-features/american-girl-doll-influencer-ice-1235514789/) [Are Pop Stars Having the Conversations They’ve Always Wanted on Substack?](https://www.rollingstone.com/music/music-features/pop-star-substack-charli-xcx-doechii-troye-sivan-1235510641/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/big-tech-is-hot-and-cold-on-creators

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------On Wednesday, we spent the day at the US Capitol where Senate Democrats hosted their first-ever creator summit.  The full-day event, which gathered just under 100 creators, independent journalists and other creator economy insiders, came as Democrats have acknowledged they’re behind compared to Republicans when it comes to working with influencers. During the 2024 presidential election, New Jersey Senator **Cory Booker** said his colleagues were running to CNN and other cable networks “thinking they were communicating.” But Booker said young men, for example, get most of their news and information from podcasts.  “We weren’t showing up where the people were and then we were getting upset that they weren’t aware of the issues that we were fighting for,” he told attendees. The summit was hosted by the Senate Democrats’ **Strategic Communications Committee**, which is chaired by Booker. Minnesota Senator **Tina Smith **is the vice chair. It’s also part of a larger effort by the SCC to encourage Senate Democrats to become more active on social media themselves. Democratic Senators **Elizabeth Warren** and **Jon Ossoff **also dropped by to say a few words and take photos with attendees. The event took place in the historic Kennedy Caucus Room, opened in 1909, which has been the stage for major Senate investigations, including the sinking of the Titanic, Pearl Harbor and Watergate. Senators framed the effort as being pro-democracy, rather than pro-Democrat. “It’s not about party,” Smith said, describing social media and creators as some of the most important tools in the pro-democracy movement. The call for unity was clear. But the unwillingness of Democrats to position their efforts as partisan is emblematic of why the left has struggled to recreate the success of Republicans on social and with new media. Right-wing influencers and politicians aren’t afraid of drawing hard lines or saying things that will offend others, while the left is more likely to tread carefully. One exception is California Governor** Gavin Newsom**, who frequently uses social media to troll and parody President Trump. The event also demonstrated how much the news and media landscape has shifted. Former CNN anchor turned independent journalist **Don Lemon**, who was [recently arrested](https://www.nytimes.com/2026/01/30/us/don-lemon-arrest-minnesota-church-protest.html) for filming ICE protesters in a Minnesota church, addressed this in his speech. “I was at the top of the cable news chain. This is a completely different era,” Lemon told attendees, saying he’s shifted his new independent show to be less like cable TV by recording it at his home with his dogs in the background. “People want to get information from people they trust [and] like and with as few filters as possible,” he said.  That includes online personalities who are neither journalists nor political creators. Some attendees were even hesitant to call themselves creators despite having social media followings. One attendee, for example, works full-time as a doctor but speaks out online about children’s issues.  Booker, on the other hand, wasn’t shy about it. “I actually think of myself as a creator too,” he told us during an interview in his hideaway office in the US Capitol. He also grabbed Jasmine’s phone and took several selfies with us. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/4058f089-abc1-45b3-a971-85ca8009ad5e/tempImageUuxAUD.jpg?t=1770909740) Caption: Kaya Yurieff and Jasmine Enberg interview New Jersey Senator Cory Booker at the US Capitol. ----------Tune into our full conversation with Senator Booker, where we got his take on how Democrats can catch up to Republicans' influencer strategies, what he thinks about social media bans for teens, the new US TikTok and more, publishing as a special episode next week.  _In other news…_ ## **No, Not Every Journalist Can Just Launch A Substack** After the **Washington Post** laid off about one-third of its staff last week, there was a lot of online chatter about how these reporters should start their own newsletters or podcasts. While some have and more will, many of them can’t or shouldn’t.  Going independent is risky—and depending on the nature of the reporter’s work, they may find it really hard to earn a sustainable living. Take investigative journalism for example, which takes a lot of time, resources and legal support. That’s challenging to pull off without the support of a big media company.  All independent reporters also have to compete in a crowded field of newsletters for people’s time, attention and money, as well as ad dollars.  Last year, at The Information’s “Future of Influence” event hosted by Kaya, Substack CEO **Chris Best **shared that more than 50 creators on the platform earn more than $1 million per year. That’s a huge feat for those creators. But they account for less than 1% of the roughly 50,000 publishers that earn money on Substack, which also include brands and traditional publishers, not just independent voices. Kaya gives her take on all of this and the risks that come with the rise of news influencers without journalism backgrounds on Thursday’s [podcast](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv?si=xBUujkyLSp22_uJwZpBGTQ&nd=1&dlsi=9faaa6a44c914a37), embedded below. We also spoke to **Brian Albert**, managing director of **YouTube** media partnerships and creative works, about the company’s plans for NewFronts, why it isn’t planning to [return to original content](https://scalablepod.com/p/why-youtube-should-bring-originals-back), and more. Youtube: Inside YouTube’s pitch to TV advertisers and why not every journalist can start a Substack (https://youtu.be/-NbSSNLbDLM?si=y9vmI49mFWdStkbZ) ## **Regulatory Woes** **Instagram** head **Adam Mosseri** on Wednesday [testified](https://www.nytimes.com/2026/02/11/technology/adam-mosseri-instagram-addiction-trial.html) that social media is not “clinically addictive,” as part of a landmark case about tech addiction.  **Texas **filed a lawsuit against** Snap **for failing to “adequately warn” parents and users about “inappropriate material” on Snapchat, as well as its “addictive” design. Snap did not immediately provide a comment. ## ** **💸**Money Matters** **MrBeast**’s holding company** **acquired **Step**, a financial app that markets itself as a way to help teens and young adults build credit, invest and save. The app is backed by fintech giant Stripe, VC firms and celebrities and creators like Charli D’Amelio, Josh Richards and Will Smith. Terms of the deal were not disclosed. The acquisition follows other moves by MrBeast into fintech, including filing a trademark for “MrBeast Financial.” **Tax season** is now in full swing. Tax preparation company **H&R Block** launched Creator Suite, a customized tax filing platform for content creators. Taxes have been a [major pain point](https://scalablepod.com/p/youtuber-jon-youshaei-talks-boring-stuff-new-mrbeast-docuseries) for many creators. ## **Deals, Deals, Deals** **Propagate Content** [raised $50 million](https://variety.com/2026/tv/news/propagate-content-50-million-investment-ares-1236660006/) in funding from** Ares Management**, which it will use to expand creator-focused content. The company produces shows including cooking competition series “Chopped” and “The Secret Lives of Mormon Wives,” which follows a group of TikTok-famous moms. The company—co-founded by **Ben Silverman**, the executive producer of “The Office”—also owns talent management firms including **Select Management Group** and **Authentic**.  **Red Seat Ventures** acquired** Supercast**, a subscription platform for podcast creators. Red Seat Ventures was acquired by **Fox Corp. **last year and is now part of Tubi Media Group. The digital media and podcast company works with independent creators including right-wing personalities like **Megyn Kelly **and **Tucker Carlson** and true crime hosts including** Ashley Flowers**. **Candle Media**, the Blackstone-backed media company that owns brands such as Moonbug and Reese Witherspoon’s Hello Sunshine, sold a majority stake in digital media company **ATTN:** back to its co-founders **Matthew Segal **and **Jarrett Moreno**, [Axios reported](https://www.axios.com/2026/02/10/candle-media-sells-attn).  **Snapchat **partnered with** Gucci **on its first sponsored AI lens with a luxury brand.  ## **Sports Desk** The** NBA** is tapping [more than 200 creators](https://variety.com/2026/biz/news/jesser-nba-all-star-weekend-creators-los-angeles-content-1236657802/) for its All-Star weekend events in Los Angeles this week. It’s the latest sports league [to turn to creators](https://scalablepod.com/p/creators-touch-down-at-the-super-bowl) as it tries to reach younger audiences. **Publicis Groupe** [launched](https://digiday.com/media-buying/publicis-forms-new-influential-sports-squad-to-hone-its-skills-in-the-white-hot-sports-media-arena/)** Influential Sports**, a new division to connect brands with sports fans. The holding company acquired influencer marketing firm Influential in 2024. ## **Creator Moves** **Amelia Dimoldenberg**, the host of YouTube show “Chicken Shop Date,” is developing and will star in [a romantic comedy](https://variety.com/2026/film/news/chicken-shop-date-amelia-dimoldenberg-star-produce-rom-com-1236657969/) for Amazon MGM Studios’ **Orion Pictures**.  **Jake Shane **will make his Broadway debut on Feb. 17 in “All Out: Comedy About Ambition.” He’s the latest social media creator to appear on Broadway, following Whitney Leavitt, Dylan Mulvaney and Abigail Barlow. **Olivia Ferney**, who shows the behind the scenes of her work as a “concierge” for billionaires, is getting [a scripted show](https://www.hollywoodreporter.com/tv/tv-news/olivia-ferney-travelwithlivii-adapted-fifth-season-series-1236500549/) developed by **Fifth Season**. Her @travelwithlivii social media channels have about 1.5 million followers.  **Matt Friend**, a creator known for his comedic impressions of celebrities and politicians, will host the **Oscars**’ [red carpet show](https://www.hollywoodreporter.com/tv/tv-news/matt-friend-oscar-red-carpet-live-kelly-and-mark-2026-1236496335/) for “Live With Kelly and Mark.” He’ll also join Kelly Ripa and Mark Consuelos’ broadcast the next morning to recap the event’s top moments.  **Abby Wambach**, the former professional soccer player, is the latest to announce she’s leaving talent agency **Wasserman**. This follows founder **Casey Wasserman**’s correspondences in the Epstein files. Last month, Wasserman said he is “terribly sorry for having any association with either of them,” referring to Epstein and his associate Ghislaine Maxwell.    ## **Talent Tracker ** **Whitney Glassberg **is now leading studio partnerships at **OpenAI**, where she will work with film and TV studios, creatives and other partners. Previously, she was Meta’s director of public figure and entertainment creator partnerships.  **Dakota Rae Lowe** joined **Nordstrom** as head of brand social and influencer. Before that, she was vice president of social strategy at Edelman.  **Bryon LaBumbard** was promoted to senior vice president of podcast partnerships at **Vox Media**.  **Marina Mansour **was promoted to president of beauty, wellness and luxury at influencer marketing firm **Kyra**. She started at the company more than eight years ago focused on fashion and beauty.  ## **Bookmarked**  [Under the Mormon Influence](https://www.thecut.com/article/mormons-pop-culture-secret-lives-bachelorette.html) [Daytime TV’s Big Problem](https://www.hollywoodreporter.com/business/business-news/talk-shows-daytime-tv-video-podcasts-1236502423/) [The Booming Business of Luxury Grocery Stores](https://www.wsj.com/style/luxury-grocery-stores-erewhom-meadow-lane-happier-grocery-9d654a14?gaa_at=eafs&gaa_n=AWEtsqeDDM0GcNbDmFSDDnM2JKVeM7GhU7aFx4aNztAJAwM5usV5tuFtKUATz1C4XOw%3D&gaa_ts=698cb0cb&gaa_sig=uZUKkOIxWRxc0a0JBipgozqD6vB4iX_EtppiqttPss4H2sJxC2kQ9Cwkw17DcBvYADpe8mpLNZqQP_wJZ1gSPA%3D%3D) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/inside-the-senate-democrats-creator-summit

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- _We’re in Washington, D.C. this week to attend the Senate Democrats’ _[_first-ever conference_](https://scalablepod.com/p/scoop-senate-democrats-to-host-creator-summit)_ for creators and independent media at the Capitol. We’ll bring you our takeaways from the event later this week. We’re also interviewing Senator_**_ Cory Booker_**_, who is behind the effort._ -------------------- _Now on to today’s column…_ ----------For viewers, **YouTube** might be TV. But for most TV advertisers, it isn’t. Last week, YouTube reported that it generated over $60 billion in total revenue in 2025, marking the first time that the company has released combined ad and subscription revenue. The fourth quarter was also YouTube’s biggest ever for ad sales, coming in at roughly $11.4 billion. That makes YouTube’s revenue larger than **Netflix**, which generated roughly $45 billion last year. YouTube has also [surpassed Netflix](https://scalablepod.com/p/why-a-netflix-warner-bros-deal-puts-the-heat-on-youtube) in time spent and is now the No.1 TV distributor in the US, according to data from Nielsen. But there’s a few things that Netflix—and traditional TV— have that YouTube covets.  One is big TV advertisers. Many of YouTube’s advertisers are small and medium-sized businesses that don’t generally advertise on TV, as [Jasmine wrote](https://www.emarketer.com/content/youtube-influencer-marketing-2025) in August and this Wall Street Journal [article](https://www.wsj.com/articles/some-brands-arent-spending-like-youtube-is-the-new-tv-c2fc31d5?gaa_at=eafs&gaa_n=AWEtsqfB_PYemF9p6s_uv4rhBhNVKKS_QxtaHpmAcq9sq8DIKLfJLm3n9dO5S_qM_H8=&gaa_ts=698b38bd&gaa_sig=7Rzaf8JQk4PV77DrBiwKy-c9So9pNtPxf-Tf_JpJBrHgeTxgkoSG2ZfHM7_cgTNw12Kb-LnGctetJYncLsDUvA==) recently pointed out. That makes its ad business more similar to Meta Platforms and TikTok than TV. The other is prestige. Netflix has managed to elbow its way into Hollywood, winning multiple Oscars and Emmy awards for original movies and shows like “Roma” and “Adolescence.” This year, YouTuber Ms. Rachel was nominated for an Emmy—but only after her show went to Netflix. “It’s a powerful start, but we need to see more recognition like this,” YouTube CEO **Neal Mohan** said about the nomination [in his annual letter](https://blog.youtube/inside-youtube/the-future-of-youtube-2026/). ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/2f5289ff-d441-456f-83e6-2a41b5f208e5/GettyImages-2214491825.jpg?t=1770756566) Caption: YouTube CEO Neal Mohan. Photo by John Nacion/Variety via Getty ----------YouTube has been ramping up its efforts to court big TV advertisers and gain legitimacy as a premium entertainment platform. That includes nabbing the rights for the Oscars starting in 2029 and introducing premium ad packages such as “Cultural Moments” that allow brands to sponsor YouTube activities around events like the Super Bowl or Black Friday. To supercharge its strategy, YouTube could give original content another go. A slate of original creator-led programming would give YouTube more premium, predictable content to sell to TV advertisers—and carve out a place in Hollywood. YouTube shuttered its “Originals” program in 2022, which provided funding to creators to develop content for the platform. Executives have since said it won’t return to original content.  But it’s all about timing and execution. Now, YouTubers like **Dhar Mann** are developing and distributing more scripted, serialized content on their own, while series like “Hot Ones” and “Good Mythical Morning” have become akin to TV talk shows. People are also watching YouTube videos on TV screens, including during primetime viewing hours. It’s also no longer unthinkable that top creators could leave YouTube. Under the terms of Netflix’s deal with Spotify, for example, podcasters can no longer post full episodes on YouTube, putting pressure on the company to retain its stars. Most importantly, legacy brands and media companies now want to be on YouTube as they seek to expand their audiences and be part of culture. **The BBC**, for example, just [struck a deal](https://www.bbc.com/news/articles/c0q4521pg28o) with YouTube to develop original content for the platform. YouTube also exclusively streamed an NFL game in Brazil in September.  A big part of that is helping brands get closer to creators. “There’s just more and more appetite from our clients to work with creators. It could be casting creators as talent in ads. It could be integrating into creator shows. We're also helping our clients navigate top creators as they seek to forge long-term creator partnerships,” **Brian Albert**, managing director of YouTube media partnerships and creative works, told us.  Of course, funding original programming is expensive and finding enough YouTube creators who make or could make suitable content will be a challenge. But there are other ways that YouTube could approach original content, including exclusive or licensing deals with big creators or backing independent studios, instead of developing individual shows. And if there was ever a time to try again, it’s now_._ (For more from our interview with Albert, including the company’s pitch to TV advertisers and why the company doesn’t want to revisit original content, tune into [our podcast](https://scalablepod.com/podcast) on Thursday.) _In other news…_ ## **⛷️Creators Hit the Winter Olympics ** While **Alix Earle** and** MrBeast **were in the stands at the Super Bowl, a different crop of creators jetted off to another major sporting event: the Winter Olympics.  **Cleo Abram**, the creator behind the tech YouTube channel “Huge if True,” is one of 25 creators invited by **NBCUniversal** to attend the 2026 Milan Cortina Winter Olympic Games. She’s been posting a steady stream of content, from an [in-depth video defending curling](https://youtu.be/p60I9LNHNxg?si=oA8YjueOucRc-yQn) to a selfie of her watching speed skating. It’s an effort by NBC, which airs the Olympics, to reach fans “everywhere.”    But it’s not just creators who are posting. As we’ve seen from past Olympics, athletes competing in the games have been [breaking out](https://www.theinformation.com/newsletters/creator-economy/the-paris-olympics-is-minting-new-creators) as influencers themselves. This time, some of them are being _asked _to post like creators.  Both the **Professional Women's Hockey League** and the **NHL** are encouraging players to spend more time creating content on the ground, the business of sports publication [Sportico reported](https://www.sportico.com/business/media/2026/olympic-hockey-players-nhl-pwhl-video-content-creators-1234883772/?fbclid=PAVERFWAPz8XNleHRuA2FlbQIxMQBzcnRjBmFwcF9pZA8xMjQwMjQ1NzQyODc0MTQAAadh5b57cuK4kcJoPqRl3K3knd3yU8SClioez0avamOZutgEQHdXSdjwVFFX7g_aem_d8F1BfBxXzJ3cgWQTxUcIg). The PWHL, for example, has given its player pointers for how to create engaging content on Instagram and TikTok, including recommending they film tours of the dining hall, their rooms and the athletes’ village.  It seems every sport is trying to find the next **Ilona Maher**, the [US Rugby player](https://www.forbes.com/sites/andyfrye/2025/10/06/ilona-maher-gets-her-own-barbie-doll/) whose career and social media following skyrocketed following the 2024 Summer Olympics.  ## **The Round Up** **Spotify **stock jumped about 15% on Tuesday after reporting better-than-expected earnings for the fourth quarter. Monthly active users also rose 11% to 751 million while premium subscribers grew 10% to 290 million compared to a year earlier.   **Chappell Roan**, the pop singer, said she is no longer represented by **Wasserman** after the talent agency’s founder Casey Wasserman was named in newly released documents about sex offender Jeffrey Epstein. Last month, Wasserman said he is “terribly sorry for having any association with either of them,” referring also to Epstein associate Ghislaine Maxwell.    **Instagram** is testing a disappearing photo feature called “Instants” that's similar to **Snapchat**, a Meta spokesperson confirmed to Scalable. It’s also working on an internal prototype for a standalone app of Instants, though it’s not testing it currently. The test was first spotted by reverse engineer **Alessandro Paluzzi** who often finds unreleased features from major companies.  **TikTok** [signed a deal](https://news.broadcastmediaafrica.com/2026/02/06/tiktok-and-qatar-commit-to-a-global-creator-ecosystem) with **Qatar**’s government communications office to establish a multi-year program to “identify and support global creative talent.” It’s the latest move by a Middle Eastern country to [expand into the creator economy](https://scalablepod.com/p/dubai-influencer-tax) as the region looks to diversify beyond oil. (To hear Kaya’s takeaways from **WebSummit Qatar**—and watch her attempt to ride a camel—check out [last week’s podcast)](https://www.youtube.com/watch?v=bG0JCsynhy8).  **Runway**, an AI video startup, [raised](https://techcrunch.com/2026/02/10/ai-video-startup-runway-raises-315m-at-5-3b-valuation-eyes-more-capable-world-models/) $315 million in Series E funding led by **General Atlantic **at a $5.3 billion valuation. ## **Regulatory Woes** The **European Union **preliminarily found that **TikTok**’s “addictive” design is illegal, including its never-ending feed, push notifications and its hyper-personalized recommendations. Regulators said TikTok needs to change the basic design of its service or it will face large fines. TikTok said it plans to challenge the findings.  ## **Brand Buzz** **Microsoft** and **Google** have offered creators between $400,000 and $600,000 for sponsorship deals extending several months to promote their AI tools, [CNBC reported](https://www.cnbc.com/amp/2026/02/06/google-microsoft-pay-creators-500000-and-more-to-promote-ai.html). Microsoft, for example, has tapped top creators like Alix Earle to plug its Copilot chatbot. But other creators have turned the offers down, per CNBC.  **American Eagle **[launched](https://www.marketingdive.com/news/american-eagle-offers-creators-rewards-to-keep-content-flowing/811374/) a new ambassador program which allows creators to earn points by completing weekly and monthly challenges, such as posting videos of how to style clothing. Creators can then redeem points for rewards such as products and gift cards.  ## **Talent Tracker**  **Kathleen Grace** was [appointed](https://deadline.com/2026/02/lionsgate-ai-kathleen-grace-1236710403/) as** Lionsgate**’s first chief AI officer. Previously, Grace was chief strategy officer at **Vermillio**, an AI startup that licenses and protects IP and likeness. **Eve Konstan** is the new chief legal officer of **SiriusXM**. Most recently, Konstan was general counsel at Spotify.   **Amit Puntambekar**, an alum of Meta and Atlassian, is **Reddit**’s new executive vice president of consumer engineering. **Jim Squires** was promoted to chief marketing officer and **Laura Nestler** to executive vice president of community. Reddit’s previous CMO **Roxy Young** left in July.  **Kecia Steelman**, CEO of Ulta Beauty, was appointed to **Pinterest**’s board of directors.  **Christopher Erb** is [joining](https://deadline.com/2026/02/caa-video-game-marketer-christopher-erb-brand-consulting-1236713439/) **CAA**’s brand consulting division. Erb is the founder of video game marketing consultancy **Tripleclix**. Staffers from his firm will also join CAA.  ## **Bookmarked** [A Celebrity Doctor, the Epstein Files and The Lie Propping Up Big Wellness](https://www.nytimes.com/2026/02/07/opinion/peter-attia-epstein-health-influencer.html?smid=nytcore-ios-share) [Can Europe Get Kids Off Social Media?](https://www.ft.com/content/cf465c21-4789-490b-b328-41f6383567d7?sharetype=blocked) [Podcasting Is Now A Key Part Of The Olympics](https://www.forbes.com/sites/frankracioppi/2026/02/09/podcasting-is-now-a-key-part-of-the-olympics/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/why-youtube-should-bring-originals-back

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------Creators have emerged as a key strategy for the** National Football League **as it tries to broaden its audience beyond hardcore football fans in the US.  That strategy will be on full display at the **Super Bowl **on Sunday. The NFL invited a whopping 160 creators to the big game this year in the San Francisco Bay Area. Working with creators isn’t [entirely new](https://www.theinformation.com/newsletters/creator-economy/inside-the-nfls-creator-strategy?rc=simxn1) for the NFL. But the league is ramping up its efforts, including by partnering with creators who don’t typically focus on sports, to reach Gen Z audiences. That includes fashion influencers who post what they’re wearing to the game and food creators who share their tailgating recipes.  The league has also been trying to expand its audience internationally by hosting games in countries like Brazil and Germany—and inviting local creators to attend. This year, the NFL said it will play nine international games across four continents and seven countries, up from seven games in 2025. Last year’s game in Brazil was also streamed globally on YouTube. **Max Klymenko **is one of the international creators who will attend the Super Bowl. The Ukrainian creator, who lives in London, is best known for his “[Career Ladder” series](https://www.tiktok.com/@maxklymenko?lang=en) on social media where he tries to guess people’s jobs while standing with them on a ladder.  Klymenko is a fan of sports in general and has had athletes on his show, but it’s not the focus of his videos. He attended an NFL game for the first time in London in October. “If you want to broaden your audience as a sport, you can’t just work with NFL creators,” Klymenko told Kaya at **WebSummit Qatar **earlier this week.  This was also evident in the NFL’s choice to pick **Dhar Mann **as its “Chief Kindness Officer.” Mann is [best known for his scripted videos](https://www.theinformation.com/newsletters/creator-economy/dizzying-rise-dhar-mann) on YouTube, where he has more than 26 million subscribers. It’s tempting to dismiss the honorary C-Suite title as an attention grab, but Mann’s partnership with the NFL goes deeper than that. During Super Bowl week, Mann will lead a series of digital, social and in-person activations, including NFL Honors and YouTube’s flag football game.  The idea is to have a guaranteed source of social content to engage younger people, who may not be watching the main event on traditional channels—or at all.  “Sports content is exploding and diversifying, including sports journalism, alternative leagues and sports-adjacent content from creators,” **Zach Miller**, president of sports apparel company **Bucketsquad**, told Jasmine on stage this week at the **IAB**’s annual leadership meeting in Palm Springs, Calif. “As linear TV audiences age, this type of ‘shoulder content’ is a relevant way to engage young sports fans and their families.” Bucketsquad is owned by basketball creator** Jesser**, who recently partnered with the NBA to be the “honorary commissioner” of its esports league NBA 2K. The NFL said as much in a recent press release: “We have the unique opportunity to give creators the key to one of the biggest cultural events in the world, empowering them to create and distribute original NFL content to young audiences all over the world.” As for Klymenko, he wouldn’t spill the details on his Super Bowl content plans, but said they would be “fire.” And, of course, he’ll be there with his ladder. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/6d32238e-0e15-4bf9-a420-64b71b73ed53/IAB_3544.jpg?t=1770322583) Caption: Jasmine interviewing Zach Miller, President of Bucketsquad, at the IAB’s ALM on February 3, 2026. ----------_In related news…_ ## **MrBeast’s Super Bowl** Super Bowl** **viewers will also be able to catch **MrBeast** on their screens this weekend. The mega YouTuber has partnered with live shopping startup **Whatnot** to host a livestream on Sunday as part of the company’s “Big Game. Big Deals” event. During the 60-minute show, MrBeast will give away over [$1 million in prizes](https://people.com/mrbeast-giving-away-1-million-dollars-in-prizes-during-super-bowl-livestream-exclusive-11899601), including 2026 Super Bowl tickets and a Lamborghini Spyder. It will be hosted exclusively on the Whatnot app. Last week, MrBeast also posted a video teasing his upcoming Super Bowl ad with **Salesforce**, saying “if you see the commercial, you might become a millionaire,” a nod to his over-the-top giveaway and game show content. With 30-second spots costing up to [$10 million this year](https://www.bloomberg.com/news/articles/2026-01-29/super-bowl-ad-rates-hit-10-million-for-30-second-spot-nbc-says?embedded-checkout=true), nabbing high-profile stars is a common strategy for advertisers. In recent years, that has increasingly meant social media creators. ## **Brand Buzz: Oreo Edition** **Oreo** may be the most popular type of cookie in the world, but not if you ask ChatGPT.  The cookie brand only shows up in about 10% of responses from large language models when users ask questions like, “What’s the best cookie for a kid’s birthday party?” said **Jennifer Mennes**, global head of digital marketing, strategy and innovation at Oreo parent company **Mondelez**, during a session at the IAB meeting this week. That means legacy brands can no longer rely on their incumbent advantage to stay top-of-mind as AI changes how people shop. It also means they need to lean into the platforms and people those answers are being pulled from, including YouTubers and users on Reddit. We dove deeper into what this means for brands in our latest podcast episode, embedded below. You can also watch on [Spotify](https://open.spotify.com/episode/4OVTTHlVnpiznA0TKsnryM)—or listen wherever else you get your podcasts. Youtube: Why the NFL is all-in on creators and where influencer marketing M&A is headed next (https://youtu.be/bG0JCsynhy8?si=zZPYySPHRaaO1n-j) ## **Tech Round Up** **YouTube** surpassed $60 billion in ad and subscription revenue in 2025, the first time the company has broken out total revenue for the video platform. Creators are key to keeping up YouTube’s revenue growth in 2026: “We’re working really, really hard to further connect brands and creators, scaling sponsorships and enabling advertisers to showcase their products… during high-visibility spotlight moments,” Philip Schindler, senior vice president and chief business officer at parent company Google, said on a call with analysts after the company reported earnings on Wednesday. 🎂Happy 22nd birthday to** Facebook**! The app has fallen out of favor among the college kids it was originally intended for, but parent company **Meta Platforms **is an ad powerhouse. Meta’s revenue crossed $200 million in 2025, per the company’s fourth quarter earnings report, though much of its success is now [thanks to ](https://scalablepod.com/p/instagram-reels-is-good-now)**[Instagram](https://scalablepod.com/p/instagram-reels-is-good-now)**. **Snap**’s revenue grew by 10% in the fourth quarter of last year, beating analyst expectations. But executives faced tough questions from analysts on the company’s earnings call about how teen [social media restrictions](https://scalablepod.com/p/what-s-really-at-stake-with-australia-s-social-media-ban) could affect the business. **Twitch**’s first official podcast episode aired on Wednesday. The new show, called “Let’s Chat,” is hosted by the livestreaming platform’s CEO **Dan Clancy**. His first guest was **Cameron Skattebo**, a New York Giants running back who also livestreams on Twitch. **Pinterest** fired several engineers who created an internal tool to track layoffs at the company, CNBC reported. The move comes after the company announced that it would lay off 15% of its staff by September as it moves resources to AI. A Pinterest spokesperson declined to comment [on the firings to CNBC](https://www.cnbc.com/amp/2026/02/03/pinterest-ceo-puts-staffers-on-blast-who-created-tool-to-track-layoffs.html).   **Spotify** will start selling physical books on its app through a partnership with Bookshop.org. Audiobooks are one of the fastest-growing content formats on the app, with the number of people listening to an audiobook rising by 36% year over year in the third quarter last year, per the company. Spotify and Pinterest report fourth quarter earnings next week. We’ll give you our full analysis of tech earnings once all the numbers are out. ## **Deals, Deals, Deals** **ElevenLabs**, a voice AI startup, raised $500 million in a new funding round led by **Sequoia Capital**. That brings its valuation to $11 billion, almost double from a year ago.  **Netflix** is continuing its deal spree. YouTuber **Jordan Matter** and his 16-year-old daughter Salish [signed an exclusive deal](https://variety.com/2026/tv/news/salish-matter-jordan-netflix-1236650905/) to develop new and existing content into scripted, unscripted and animated shows. They’ll also work with Netflix on consumer products.  **Hulu** is getting into podcasting. The streamer [inked an exclusive licensing deal](https://deadline.com/2026/02/were-here-to-help-podcast-streaming-hulu-february-1236707677/) for the comedy advice podcast “We’re Here to Help” hosted by **Jake Johnson **and **Gareth Reynolds**. The show will start streaming twice a week on Hulu beginning Feb. 10.  ## **Regulatory Woes** **Netflix** co-CEO **Ted Sarandos** name-dropped YouTube several times during an antitrust hearing about its proposed megamerger with **Warner Bros**. Netflix has long made the case that the market it competes in is much bigger than just streaming TV and that YouTube is [its No.1 rival](https://scalablepod.com/p/why-a-netflix-warner-bros-deal-puts-the-heat-on-youtube). In its fourth quarter earnings, Netflix also directly named Instagram as a competitor, partly to illustrate the breadth of its competitive market. ## **Creator Moves** **Hank **and **John Green** have donated their shares in their digital production company **Complexly** and turned it into a nonprofit. The company develops educational videos, including shows like Crash Course and science-focused SciShow.  “It’s never been easier to find information, but it’s also never been harder to know what to trust,” Hank Green said in a [YouTube video](https://www.youtube.com/watch?v=eziN5NJBI5U&t=180s) explaining the decision. The Green brothers, who are OG YouTubers, were the sole owners of Complexly. YouTuber **Markiplier**’s self-financed and distributed horror movie “Iron Lung” earned $21.7 million at the global box office during its opening weekend. That’s only about $10 million behind Disney’s “Send Help", showing [traditional studio executives](https://www.hollywoodreporter.com/movies/movie-news/markiplier-iron-lung-box-office-youtube-interview-1236493943/) that there might be a place in the cinema for social media creators after all. **Sassy Chap Games**, a creator-led gaming studio founded by two voice actors, signed with **CAA**. ## **Talent Tracker** **Joanna Stern**, a longtime tech columnist at **The Wall Street Journal**, is leaving the company to launch her own media company focused on consumer tech. Stern is the latest in a wave of [journalists going independent](https://scalablepod.com/p/why-news-outlets-cant-ignore-the-creator-economy). **Lucy Quick **joined **LinkedIn** as senior creator monetization manager. Most recently, she was head of marketing, creators and agency success at creator membership startup Passes.  **Rebecca Plotkin** joined **LinkedIn** as a senior creator manager. Before that, she was creator marketing and community lead at Yahoo.  ## **Bookmarked**  [Some Brands Aren’t Spending Like YouTube Is the New TV ](https://www.wsj.com/articles/some-brands-arent-spending-like-youtube-is-the-new-tv-c2fc31d5) [The First Gen Z Mascots at The Olympics ](https://www.npr.org/2026/02/02/nx-s1-5621915/winter-olympics-mascots-milo-tina) [What Everyone Is Actually Watching on Netflix](https://puck.news/what-is-everyone-actually-watching-on-netflix/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/creators-touch-down-at-the-super-bowl

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