Good morning. LinkedIn, Spotify, and nowβ¦UberEats? The food delivery app is testing its own TikTik copycat, a vertical video feed that lets restaurants promote specific dishes and give users an up-close look at texture and portion size.

Fallen Media Launches Food Show with Olivia Tiedemann

The pilot episode of βBite Meβ stars Olivia Tiedemann (left) building a burger with fellow creator Fabrizio Villalpando, a.k.a TheMoodyFoody (right)/ Bite Me
Fallen Media, the short-form video studio behind creator shows like Whatβs Poppin? With Davis! and Street Hearts, recently launched Bite Me, a cooking show with food creator Olivia Tiedemann.Β
Their goal? Create Gen Zβs Food Network, complete with personality-driven content and smart sponsorships.
βA lot of cooking videos are βchop-chop, throw it in a bowlβ with no story. Our other shows are entertaining and have a lot more meat to them, so we want to bring that to cooking,β Fallen Media founder Sol Betesh told us.
Enter: Olivia Tiedemann. Her edgy, alt-rock soundtracked cooking videos make her personality the star of the show. When Fallen approached her last September, Tiedemann had fewer than 1 million followers across TikTok and Instagram. Now, sheβs at 4 million.
Building a strong food vertical takes more than personality, though. Betesh said sponsorships are a crucial part of the business.
βFood brings a big opportunity for organic integrations more than other content types because thereβs so many elements that make it easy for product placement,β Betesh said.Β
For example, ingredients, pots and pans, and guestsβ drinks are all opportunities to show, not tell with branding.
Perspective: Bite Me is Fallenβs first foray into the food space. βIf you can be the best in a couple of key categories, you can build brand and community over the long-term,β Betesh told us. βAnd when youβre working with brandsβwhich is most of the business model for short-form creatorsβyou have a much stronger hold.β Already, Fallen has two more cooking shows in the works.

Inside MKBHDβs Humane Ai Pin Review

Marques Brownlee says the Humane AI pin is βthe new worst product I think Iβve ever reviewedβ / Marques Brownlee
On Sunday, Marques Brownlee released his review of tech company Humaneβs buzzy, futuristic βAi Pin.β
The result? βItβs the new worst product I think Iβve ever reviewed,β Brownlee said in the video.
An hour before his review dropped, we talked to Brownlee about the influence of his reviews, his teamβs process, and selling his own products β
Bad reviews donβt tank companies. Bad products do. Brownlee downplayed his individual influence on a companyβs business performance (Context: Electric carmaker Fiskerβs stock price fell after Brownlee released a critical video about its Ocean model in February). Brownlee instead pointed to the increasing number of tech creators and the cumulative impact of their videos.
βItβd be weird if you had a good product come out, and then a bunch of bad reviews, and then that kills the companyβ¦thereβs still people going to the store and trying it,β he said.
Brownleeβs team uses a custom-built Notion template to βdial inβ every review. As a video gets written, Brownlee and several co-workers are testing the product, comparing notes, and fact-checking the final script.
βEvery channel and every video [we create]β¦has a pre-production and post-production vetting step,β Brownlee told us.
Maintaining trust with his audience trumps all other prioritiesβincluding his own sales. Brownlee recently joined Ridge (known for their popular metal wallets) as Chief Creative Partner. He believes his equity stake isnβt a conflict of interest because a) Ridge doesnβt make products in categories he reviews and b) he plans to be honest if Ridge misses the mark.
βTrust is like the ultimate leverage I have as a product reviewer,β Brownlee told us. βIf Iβm the only one saying itβs great, then everyone else [says] this thing is badβ¦well, there goes trust.β

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PRIME Sales Down 50% From Last Year

PRIME by Logan Paul (left) and KSI (second from left) released their latest flavor, strawberry banana, in February / PRIME
First-quarter sales of Logan Paul and KSIβs PRIME sports drink fell 50% from the same time last year, according to consumer goods magazine The Grocer.
Driving this drop? Declining interest as PRIME becomes more widely available and the initial hype fades, one beverage industry analyst told Marketing Week.
β[Paul and KSI] made a fortune out of itβ¦[theyβll likely] move onto the next thing,β the analyst predicted, adding that it takes βa lot of money and a lot of patienceβ to make drink brands successful long-term.

Kinigra Deon is hiring a casting director to discover talent for her YouTube projects.
Mythical is hiring a writer to pitch and write episodes of Good Mythical Morning.
Finance creator Caleb Hammer is hiring a video editor to communicate key information visually.
Looking to expand your team? Post an opportunity on our job board here.

π₯ Press Worthy
CDawgVA raised $1 million for charity by cycling 600 miles across Japan.
Dan Mace breaks down his filmmaking process in a comprehensive three-hour video.
Paramount is exploring the sale of VidCon.
Spotify is testing a remix tool.
Emma Chamberlain shares that Chamberlain Coffee revenue nearly doubled last year.

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