Welcome to not-just-another Friday edition—today marks our 150th (!) newsletter since we started last May. We’re grateful to have all 30,000 of you with us, and have our eyes set on reaching 100k subscribers over the next 150 newsletters.

You can help us get there by sharing thepublishpress.com

–Hannah Doyle

Emma Chamberlain is Back

The Chamberlain Coffee founder made her return to YouTube this past Wednesday after a six month hiatus from the platform with a video that landed #1 on trending.

When she originally stopped uploading to YouTube, she cited burnout as the main reason, “I never cracked that code on how to do [YouTube] in a healthy way,” she said on her podcast.

In her first video back, she had someone else filming while she interviewed people on the street in NYC and visited their recommended places including Tacombi, Times Square, and the Empire State Building.

On the same day as her YouTube return, Chamberlain made her first talk show appearance on The Tonight Show with Jimmy Fallon. When Fallon asked what she does, Chamberlain responded “I just put things on the internet and go like this 🤞🤞.”

She spoke to Fallon about her podcast Anything Goes, her coffee company, and reacted to her Met Gala interviews with Jack Harlow, Shawn Mendes, and Billie Eilish.

Even in the absence of YouTube videos, Emma has continued to expand her business. Just in the last two weeks she’s executed branded Instagram posts with Depop, PacSun, and Cartier.

Our Take

Emma has become what we’re calling a “post-platform” creator. She’s transcended YouTube and found her way into mainstream culture. When Jimmy Fallon first brought her up during his interview with Jack Harlow, he referred to her simply as “Emma Chamberlain”. There was no need for the late night host to add “creator” or “YouTuber” before her name. It’s implied that if you say her name, people will know who she is.

New Channel Reaches 10k Subscribers in 1 Week

New Channel is one of the newest channels on YouTube.

Launched on June 10 by Minecraft YouTuber Yikes, the channel set the goal of gaining 10,000 subscribers from zero in one week.

In his first video the creator says that if the milestone isn’t hit within the timeframe, he’ll do whatever the video’s most-liked comment tells him to do.

The gamification appears to have worked considering he reached the milestone this week and now sits at 15,000 subscribers.

New Channel grew its following by capitalizing on the popularity of Ryan Trahan’s 30-day penny series, posting Shorts and videos 3–5 times a day that include intricate LEGO recreations of Trahan’s daily vlogs.

Our Take

Trahan’s daily penny series has taken hold of YouTube and created its own content ecosystem on the platform. The demand for videos about the penny series is high, but the supply is low. This makes it a prime topic and area of opportunity for new creators looking to find an audience.

Sponsored by Jellysmack

Celebrating Pride Month with LGBTQ+ Creators and Jellysmack

“If I can have at least one person see my content and think, ‘Now it’s my time in life, I can be true to who I am, I can try and I can do anything,’ that is my goal.” – Steve McDonald

Steve is an Arts and Crafts creator and one of many LGBTQ+ creators working with Jellysmack to amplify their content while being authentically themselves.

Jellysmack is committed to promoting diverse voices with its innovative creator growth solutions that help creators get the most value out of their content.

Jellysmack has partnered with transgender creators Mandy Candy and Jammidodger to optimize and distribute their YouTube videos across Facebook, helping them reach a wider audience. Each of these creators talk candidly about the intricacies of the gender transition process and use their platform to promote transgender empowerment. As Jammidodger puts it, “Dinosaurs are cool, transphobia is not.”

Read more about some of Jellysmack’s talented LGBTQ+ creators here and sign up for their newsletter for more insightful creator stories.

Ludwig Takes a Break from Streaming

In a recent live stream the gaming YouTuber said “I feel like I’ve been dead ass out of content, so I feel like a week off of streaming, I’ll be able to mull over some good stream ideas.”

Ludwig went on to describe his lack of inspiration from himself and his gaming peers, with plans to return next week.

Our Take

There’s something in the air as many creators, including Valkyrae, Gigguk, and The Kath Path, announced they’re all taking a break this summer. We’re doing the same in a couple of weeks. Consider giving yourself permission to take a break too if you can—your content will be better for it.

🔥 Press Worthy

• Kelly Wakasa launches a cereal in partnership with YouTube.

• Bella Poarch teases pt.2 of her hit single “Build a Bitch.”

• Logan Paul is hiring an editor.

• Need a better merch strategy? D.J. Coffman from Spreadshop is offering a free consult for creators. Email him here.*

• Gaming creator Heavenly is hosting a creator party in LA tonight.

• Good Good golf sponsors their first professional golfer.

• Twitter is testing a notes feature to allow for long-form writing.

*This is sponsored advertising content.