Good morning! It’s more than just Friday that has the Press crew feeling good today. We’re stoked to introduce the newest member of our team, writer Nate Graber-Lipperman.

Nate’s nothing short of a creator industry expert, and he’ll be spending some time getting to know all of you a little better in the coming weeks. Want to hop on a 10-minute call to meet Nate and tell us what you’d like to see in the Press? Hit reply to this email or book some time here.

–Hannah Doyle & Nate Graber-Lipperman

Creators Crash the Super Bowl Party

The Super Bowl is one of the biggest advertising moments of the year—and creators are kicking down the door on Sunday, both as talent and as advertisers themselves.

As talent: Companies are tapping creators for their multi-channel approach to repping brands that can go beyond a 30-second commercial on network TV. Some highlights?

• Jake from State Farm is introducing an interactive guessing game with TikToker Khaby Lame for viewers to play over social during the broadcast

• TikTok’s Super Bowl Tailgate will feature headliners like Liza Koshy and Josh Richards

• Doritos is enlisting viral dance creator Tay Bloomer to start the #DoritosTriangleTryout

As advertisers: With a spot running right before kickoff Sunday, Logan Paul and KSI’s PRIME will become the first creator-led business to air a Super Bowl commercial. That’s the bought media—we’ll be tracking how much attention PRIME earns across social media, too.

FYI: Fox Sports (this year’s Super Bowl broadcaster) is charging a record-breaking $7 million per 30-second commercial during the game. Add in production and promotional costs, and a Super Bowl spot could run brands $20 million all in.

Big picture: As influencer marketing spend around the Super Bowl 5x’d from 2021 to 2022, this year’s main event will serve as further proof of concept for the impact and influence of creators on the biggest marketing stage there is.

Twitch Bans AI-Powered Seinfeld Show

Nothing, Forever is the latest 24-hour stream to take Twitch by storm—but? There’s a but.

What is Nothing, Forever? A 24/7/365 stream that spoofs Seinfeld in both its humor and its characters, but everything in the ongoing stream—the plot, the visuals, the voices—is generated by artificial intelligence.

By the numbers: 

• Since the start of February, the stream jumped from around four concurrent viewers to 15,000

• Nothing, Forever has about 100,000 Twitch followers and over 60,000 people on its Discord.

• Even Jerry Seinfeld himself has commented on the stream.

But last week, Twitch put the account on a two-week suspension after one of the characters made transphobic jokes.

How did that happen? Nothing Forever’s creators switched to a new AI program after facing some technical difficulties. That program didn’t have appropriate content moderation fail-safes, which allowed the transphobic content to materialize.

Big picture: This is the biggest generative AI undertaking we’ve seen from creators yet, going well beyond using ChatGPT to write a script. But with the large scale of a 24/7 show come the possibilities for large mistakes like this one.

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Behind the Scenes of the Press Publish Merch Store

We recently dropped our second line of merch for Press Publish, our apparel brand that we host on a Shopify store. Our mission is to empower others to press publish and this apparel embodies that mantra in clothing you can wear.

Here’s a recap of our first few months post-launch, by the numbers:

• $6,300 → Sales driven on our very first day, launching exclusively to Publish Press readers

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When you’re ready to launch your products, set up your store on Shopify—the leading all-in-one-commerce platform powering millions of entrepreneurs and creators.

Ex-NELK Founder's New Brand Hosts Inaugural Merch Drop

After selling his stake in NELK last year, founding member Jesse Sebastiani is making his next big move: His brand and creative studio Sunday is dropping its first clothing capsule on (naturally) Sunday…Super Bowl Sunday.

The details: Fans subscribed to Sunday’s email list will receive an address for an undisclosed location two days before the drop. On Sunday, Sebastiani and his team will be at that location to hand out 100 free tees and totes.

Looking ahead: Sunday’s plan is to do these limited edition drops monthly, sometimes IRL and sometimes online.

🔥 Press Worthy

• Jenna Ortega and streamer Carolina Voltan front Adidas’ new label, Adidas Sportswear.

• Binging with Babish is releasing a new cookbook.

• What the 100 Thieves layoffs say about esports leadership.

• 17-year-old Kane Parsons is set to direct an A24 film after creating a viral YouTube series.

• Everbloom allows anyone to invest in YouTubers, in exchange for a share of their revenue and other perks. Sign up here for early access.*

*This is sponsored advertising content.

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