Good morning. Recent data show that while BeReal’s downloads are soaring—it’s tallied 53 million worldwide installs—the app’s daily user rate remains low at just 9% for Android users (compared to 39% for Instagram or 29% for TikTok). Is BeReal the equivalent of Soho House, where having access is more important than actually using it?

–Hannah Doyle

After a year of living together in NYC, the content group Ur Mom’s House officially disbanded last week. 

The group was originally composed of lifestyle creators Elliot Choy, Annemarie Allen, Kelly Wakasa, and Ashley Alexander. Together, they have nearly 4 million YouTube subscribers.

Big picture: The dissolution of Ur Mom’s House marks yet another end to a major creator house following the likes of Sway House, Hype House, and Team 10.

For what it’s worth, Ur Mom’s House set out to be different from its predecessors:

Still, those differentiating factors weren’t enough to sustain the group—costs, chores, and the complications that come with living together 24/7 built up. The group started an ill-fated podcast, Annemarie left the house, and then…

The band just couldn’t get back together, according to Elliot’s farewell video citing a failure to focus on “what actually matters—just hanging out and having fun with each other, not just when we needed to film.”

While other Ur Mom’s House creators shared differing perspectives on how things went south toward the end, it seems they all agree—they’d do it again.

Creator houses, like that stint you did living with your best friend, aren’t meant to last forever. Different content and business goals are inevitable—interpersonal complications make sure of that. But that doesn’t mean creator houses are useless. For some, they’re the perfect springboard for building both audiences and relationships.

The multi-hyphenate performer and star of Jordan Peele’s latest movie Nope is starting a digital platform and network for creators called KeyTV.

The what:

The why: Palmer has spent her career as an actor, singer, writer, and director. That range of skills is especially applicable to this generation of creators, who similarly wear multiple hats—often at once.

“I want to share everything I learned with you," Palmer said in the platform’s introductory video. "Because this is my greatest dream of all. All it takes is one of us to unlock a door to unlock a million doors for each other." 

From VidSummit to a cursory glance at YouTube’s Explore Page, it’s clear that the creator community could use more diverse voices. While platforms have minority funds like YouTube’s Black Voices program and TikTok’s Black Creator Fund, Palmer’s strategy of organically using her influence to open the door for others creates a more sustainable pathway to growth.

Sponsored by HubSpot

As a kid, Tricia Sugita found herself beating her older siblings in video game competitions.

Fast forward to today—she started her career as a top Starcraft II player, was an early Twitch partner, and pioneered new initiatives in Esports as CEO of FlyQuest.

Hear her story in her own words on the podcast, Finding Founders.

Hosted by storyteller Sam Donner, this is the podcast that gets real with founders, activists, and even drug lords. Tune in to hear Tricia’s journey and other stories focused on inspiration through vulnerability.

Find more of the top business-minded shows at the HubSpot Podcast Network.

YouTube and nonpartisan organization HeadCount kicked off their latest Good To Vote campaign last week, tapping creators like Internet Mom, Anthony Padilla, and VSauce to provide incentives to those who register to vote.

FYI: In 2020, the Good to Vote initiative got over 100,000 people to register.

This campaign is Gen Z’s version of Vote or Die, and as voter registration decreased significantly during the pandemic, a campaign this widespread could do more than just lip service.

*This is sponsored advertising content.