Good morning. Netflix recently announced it's opening a “Netflix House”...not to be confused with creator spaces like the Hype House. More like a mall, featuring retail, dining, and "live experiences" including a Squid Game obstacle course. Would you visit a similar-style space from one of your favorite creators?
Inside Ashley Alexander’s Matcha Launch
Ashley Alexander (right) launches Nami Matcha, a ceremonial-grade matcha powder which can be ordered with a matcha bowl, whisk, whisk holder, sieve, and bamboo scoop / Nami Matcha
Lifestyle creator Ashley Alexander launched a DTC beverage brand called Nami Matcha today.
Backstory: Alexander has shown her passion for matcha in videos, regularly reviewing and making it in front of her nearly 3 million followers across YouTube, TikTok, and Instagram.
“I really wanted to be an AAPI woman business owner, specifically of matcha, where many are male-owned,” Alexander told us. “And I just wanted to be like ‘you know what? I’m going to have a really good matcha that the girlies can trust that’s owned by a girlie herself.’”
What makes her launch different → Alexander brought fans into her R&D process, sharing videos and updates to an exclusive text and email list called the Matcha Mob.
The 39,000 members got to weigh in on branding, pricing, and packaging. They were given early access to place orders last week.
“I was so astounded because on the unlisted YouTube video announcing the product and pricing there were 18,000 views, and it was really cool to see people be so receptive,” Alexander said.
Matcha tins are $34 and starter kits retail for $104.
Looking ahead: Alexander, who worked with talent management company Whalar to launch Nami, hopes to lean into the repeat purchase potential of matcha with subscriptions. She said Nami will run on a drop basis until her team figures out the best inventory strategy.
‘Salt Fork’ Creator Returns After Year-Long Hiatus
Ben Walker announces he will reproduce and sell his viral salt fork / Ben Walker
Software engineer Ben Walker’s first YouTube video went viral with 9.7 million views last year. Now, Walker’s back after a year-long hiatus with an announcement: He’s selling a line of forks made entirely out of salt.
Wait, what? In the first upload on Walker’s channel (titled “What if forks were made of salt?”), Walker documented his process of attempting to answer that question using several different saws and blocks of salt.
The only requirements were that his final product a) looked like a fork and b) could stab and lift a piece of steak.
Walker’s salt fork passed both tests, “and every bite [of steak] was indeed salty,” he said in the May 2023 video.
But then, Walker disappeared…until this month, when he explained in a new video that he’d been busy figuring out “new methods” for “mass production” of his salt fork. Walker is now making salt forks out of his home workshop and selling them for $25 to fans online.
Zoom out: Memes move products—look no further than the “Doge” mascot NFT craze or Hawk Tuah Girl’s line of merch.
“Absolutely brimming with joy you are taking this further because this is absolutely ridiculous and that is sometimes what we need in life,” one viewer commented on Walker’s latest video.
‘Armchair Expert’ Podcast Joins Amazon in $80 Million Deal
“Armchair Expert,” hosted by Dax Shepard (left) and Monica Padman (right), leaves Spotify to join Amazon’s Wondery podcast platform / Spotify
Comedian and Armchair Expert podcast host Dax Shepard is leaving Spotify and bringing his show to Amazon’s Wondery audio platform in a deal worth $80 million, according to The Wall Street Journal.
Context: Shepard has built a devoted audience since launching his show in 2018, interviewing celebrities including Bill Gates and former President Barack Obama.
Shepard signed an exclusive streaming deal with Spotify in 2021, though the audio company started distributing Armchair Expert on other platforms in 2023.
The comedian’s agreement with Wondery includes first-look distribution, ad sales, and new video episodes.
Big picture: Amazon appears to be making a major push into podcasting. The ecommerce giant is also currently discussing a distribution deal with football stars Travis and Jason Kelce for their show New Heights, according to The Wall Street Journal.
👀 Creator Moves
Sticks is hiring a lead editor with at least two years experience editing for a YouTube channel or documentaries.
Jesse James West is looking for a video editor with an ear for music and sound design.
One Day Entertainment is hiring a business operations role to manage multiple creators’ payroll and hiring.
Looking to bring on new team members? You can post opportunities on our (free) job board here.
🔥 Press Worthy
The NBA livestreams its second Creator Cup on YouTube.
Copyright lawyer and creator Krystle Delgado discusses how a video review of music tool Splice led to a copyright strike from the company.
Trevor Wallace shares BTS of his Prime Video stand up special, Pterodactyl.
Aquarium Info takes on a fish tank building challenge at Nickelodeon's Kids Choice Awards.
MrBeast’s latest video sets a new record.
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