Each week, we handpick a selection of stories to give you a snapshot of trends, updates, business moves, and more from around the creator industry. This week, a rapper takes his beef on line, and social stars head to traditional TV.
Creator commotion
Did Drake troll KSI on Adin Ross’ stream? Drizzy asked Ross to play KSI’s latest “banger” on stream. The track in question, titled “Thick Of It,” has received a negative reception, so Drake’s request was likely a troll. Given how his last beef went down, maybe he should sit this one out.
Jae and Trey Richards are “moving” to TV. The brothers behind the YouTube channel Random Order Studios have a new show called Moving Day on Crave. It’s not the first time the Canadian network has handed a deal to digital tastemakers. TikTok star Boman Martinez-Reid took his act to Crave earlier this year.
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MrBeast rents out a movie theater to eat Lunchly. YouTube’s top creator was celebrating a partnership with Hawk Tuah girl Hailey Welch, so he screened her Talk Tuah podcast in the theater while eating Lunchly and listening to the aforementioned KSI song “Thick Of It.” That’s a lot of controversial figures in one theater, but MrBeast is probably used to it by now.
Hurricane edition
Tfue’s house got damaged in Hurricane Helene. The devastating weather event did major damage in the Fortnite streamer’s Florida hometown. He detailed the effects on X and is now one of millions who will have to make repairs. Here’s hoping the Southeastern U.S. is able to quickly bounce back from the two major storms that have hit it.
Hurricane Milton TikTok was a strange place. The category 4 storm was another blow to a reeling region, but a lot of creators chose to stay in the line of fire rather than heading to safety. The result was a burst of vicarious attention from viewers across the country. As oddly fascinating as the phenomenon may have been, those creators might want to evacuate next time.
Even creators who did flee made headlines. Jason Jensen, a.k.a. Greatness Reinvented, hit the jackpot at a Biloxi, Mississippi casino after evacuating from his Florida home. For a creator who regularly spreads kindness, that payout is well deserved.
Ad buyer’s corner
How do buyers feel about TikTok’s new search ads? TikTok has new targeting tools for its search results, but advertisers seem hesitant to reallocate dollars that currently go to Google Search. One quibble: The two search products are quite different. Google is more focused on intent, while TikTok leaves more room for discovery.
One of the biggest creative agencies is coming to Roblox. WPP has announced a partnership with the game creation platform that represents the most promising iteration of the metaverse. Because Roblox wasn’t generating enough revenue already…
AI-generated holiday season ads? Brands are skeptical. Some agencies lack the resources and personnel to take advantage of Google and Meta’s AI-assisted placements. Maybe a year from now, brands will catch up with the AI revolution — if it’s still thought of as a revolution by then.
The court of law
Piper Rockelle’s mother will pay $1.85 million as part of a settlement. The mother of a YouTube prankster was sued by 11 teen creators who accused her of emotional, physical, and sexual abuse. Stories like this are a reminder of the importance of regulations related to child creators.
The TikTok lawsuits keep coming. A coalition of 14 state attorneys general has accused the popular app of harming the mental health of its underage users. TikTok has fared well in state-level legal battles thus far, but with so many court dates in its future, can it continue its win streak? And on top of all that…
TikTok sets aside $1 billion to pay E.U. fines. The app is allocating funds to comply with the Digital Services Act, which imposes financial penalties on rule-breaking platforms. TikTok previously attempted to challenge the law’s mechanisms in court, but to no avail.
The internet is a strange place
Crocs spoofs “Shoes.” The classic viral video inspired a new campaign launched by everyone’s favorite foam footwear company. While I’m happy to see Liam Kyle Sullivan get his due respects, I have a big problem with this parody: Kelly wouldn’t be caught dead wearing a pair of Crocs.
Ray J has a news show on YouTube. The rapper believes that his infamous sex tape with Kim Kardashian changed the face of online video and paved the way for platforms like OnlyFans. Now, he’s trying to get back into the zeitgeist by providing a Reality Check on YouTube. I’m not sure if we’re the ones who need the reality check…
George Santos plays Fortnite. The disgraced former Congressman dropped into the popular battle royale title. That really gives “diva down” a new meaning.
