Going For Gold

Happy Tuesday. Did you see Kanye West’s “DONDA” listening party in Atlanta? The legendary artist reportedly generated more than $1 million in ticket revenue with just 72 hours notice, 0 promotion, and no actual performance. It’s surprising what you can pull off when you have a cult following like Kanye. Today Alice is diving into the biggest creator stories of the week.

In Today’s Issue 💬

→ Unpacking Lil Nas X’s latest collaboration with The Bail Project

→ A look at Jake Paul’s boxing nonprofit

→ How Olympians are using TikTok

Lil Nas X Teams Up With The Bail Project

The master marketer raised awareness for ending cash bail in America

Last week Lil Nas X released his latest single “Industry Baby'' featuring Jack Harlow. The video satirized his recent lawsuit with Nike over the Satan Air Max shoe that he developed with the art collective MSCHF. The song propelled to #1 on the YouTube music chart after relentless promotion from Lil Nas X, including a new site, FREELILNASX.COM, and photoshopped mugshots on Instagram. Alongside the single and video, Lil Nas X announced “Bail X Fund”, a crowdfunding effort in collaboration with The Bail Project, a nonprofit organization that pays bail for people in need. 

In the announcement Lil Nas X states, “Music is the way I fight for liberation. It’s my act of resistance. But I also know that true freedom requires real change in how the criminal justice system works. Starting with cash bail.” Fans can donate directly via the YouTube fundraiser alongside the video for “Industry Baby.”

By The Numbers 

• 33 million → views for the “Industry Baby” video in 3 days 

• 100,000 → units sold for “Industry Baby”, making it the fastest selling new release in the U.S. this week

• $46,363 → total raised for the Bail X Fund so far 

Our Take

"Lil Nas X vs Nike" is a David and Goliath story that makes for addictive viewing, and a story for fans to latch onto. Ridiculing an adversary with a creative concept like “Industry Baby” is a tried and tested technique on YouTube that always results in major viewership.

Jake Paul Launches ‘Boxing Bullies’

The YouTuber turned fighter announced his latest boxing venture

In the run-up to promotion phase of his upcoming fight with ex-UFC star Tyron Woodley, Jake Paul has announced “Boxing Bullies”, his very own nonprofit and anti-bullying charity. The organization launched with a kick-off event in San Juan, Puerto Rico where both Paul brothers have relocated for their own respective boxing training camps. The campaign promises to instill “confidence, courage and leadership in the youth through the sport of boxing.” Additionally, Jake has sponsored 15 amateur fights and has given away 100 pairs of gloves.

Our Take

Some eyes may roll at Jake Paul, a self-confessed former bully and villainous “problem child” of boxing, for launching an anti-bullying campaign. Jake said himself, “Having been a bully myself it’s okay to realize that you’re bullying and stop it and change.” This initiative demonstrates the opportunity for even the most notorious of creators to establish not only their own redemption narrative, but tangible campaigns that establish a legacy for good.

Olympians Take To TikTok 

Athletes are using TikTok to give a behind-the-scenes glimpse at Tokyo 2020

Are you on OlympicsTok? While many fans are left searching for ways to stream the long anticipated Tokyo 2020 games, TikTok has once again provided a behind-the-scenes view of all the action mainstream broadcasters are struggling to host. From the fascination surrounding cardboard beds, to the COVID safety measures, and the food hall ready to fuel 10,000 athletes, TikTok is fast establishing itself as the best seat in the house for the inside Olympic scoop. 

Our one to watch is Team USA Rugby Sevens athlete, Ilona Maher, who has captured global attention by sharing an intimate look at life in the Olympic Village, with comedic skits and memes.

Our Take

Hot on the heels of the NCAA announcement allowing college athletes the opportunity to monetize, sports stars have been doubling down on building community and investing in their fan base across social media. Things have changed a lot since Rio 2016, and thanks to platforms like TikTok, we now have almost unlimited access to the day-in-life of Olympians with a birds eye view.

🔥 In Other News

• YouTuber Tana Mongeau launched ‘Cancelled’ podcast 

• Netflix announced plans to open a physical store in Tokyo

• Pestily became Twitch’s most-subbed streamer (for now!)

• Tai Verdes shared his story on The Colin and Samir Show

• Facebook continues to change its ad policies